BARB4064 INTEGRATED MARKETING COMMUNICATION

January 2022 Semester

Group Assignment guidelines and Rubric

IMC Plan for a Marketing Campaign (40%)

- Content: 30%
- Individual Presentation: 10%

Learning outcomes:
CLO 3 – Recommend marketing tactical tools based on the selected promotional mix.
CLO 4 - Develop an IMC plan for a product.

Instructions:
1. Form a group of 3 to 4.
2. Choose a good video advertisement of a product that you are familiar with.

Content:
1. Content analyze ALL information about the company and the product you are planning to
highlight.
a. Explain the company background and its current product lines.
b. Conduct the 3C analysis.
c. Describe ALL IMC campaigns done so far to the chosen product.

2. Based on the video advertisement:

a. Explain the sender.
b. Explain the medium (media) used.
c. Determine the target segment / receiver of the message.
d. Describe the product positioning displayed.
e. Describe advertising objective(s) as displayed by the video advertisement.
- To develop brand awareness, change customer beliefs and attitudes, enhance the firm
image, increase market share, or reinforce purchase decisions.
f. Advertising goals.
- To build brand image, inform, persuade, support other marketing efforts, or encourage
action.
g. Describe the type of advertising appeal used.
- Fear, Humor, Sex, Music, rationality, emotions, or scarcity.
h. Describe the message theme.
i. Describe the type of message strategies.
- Cognitive: Generic, preemptive, USP, hyperbole, or comparative.
- Affective: Resonance or emotional.
- Conative: Action inducing, or promotional support.
j. Describe the execution frameworks done.
- Animation, slice-of-life, dramatization, testimonial, authoritative, demonstration,
fantasy, or informative.

3. Additional IMC plans for the product.

i. Search for information on the Sustainable Development Goals (SDGs) introduced by
United Nations (UN) in 2015.
ii. Propose TWO (2) more promotion mix activities for the company to fulfill the SDGs.
iii. Elaborate why you choose these components.
iv. Explain in detail the tactics (when, where and, how)
 Rubric
Main content Detail Maximum
marks
Content Analysis Company background 4
Product lines
3C analysis 6
- Customer - Competitors - Communication
ALL IMC campaign done so far. At Least TWO (2) examples. 4
Video Sender of the message 2
advertisement
Medium (Media) 2
Target segment(s) / receiver of the message 3
Product positioning 3
Advertising objective(s) 3
Advertising goals 3
Advertising appeal 3
Message theme 3
Message strategies 3
Executional frameworks 3
IMC plans 1st promotion mix: 6
- What, How, When, Where
- Why choose this component
2nd promotion mix: 6
- What, How, When, Where
- Why choose this component
Presentation Well organize and coherent, presentation in logical sequence 3
Visually appealing PowerPoint 3
Total 60

Course Leader: Puan Normaziah