Creative

Tone/Style/Delivery
CLIENT BRIEF/ MIDTERM
  Briefly explain the value and role of Integrated Marketing
Communications.
 Explain how effective advertising communication contributes to
Brand Strategy
 Explain how brand meaning and brand value are created and how

Midterm 
they relate to brand equity.
Briefly explain 2 (Two) Significant Changes in the Practice of

Preparation 
Advertising. Support your answer with examples.
Why is public relations important to the success of an Integrated
Marketing Communication Campaign? Justify your answer with an
example using any of the campaigns presented discussed during
class lectures.
 Explain how targeting differs from segmentation. Defend your
answer with an example.
•  
Midterm Preparation
 Explain how targeting differs from segmentation. Defend your
answer with an example.
 Explain the value of ‘insight, and how is it uncovered?
 Explain the differences between communication objectives,
strategies, and tactics in IMC planning.
 Identify the key strategic decisions and explain why they are central
to brand communication planning.
 Explain why a distinctive positioning statement is critical to
Integrated Marketing Communications.
RICE KRISPIES
• https://youtu.be/nfx9NHscgEc
• https://youtu.be/cLgMaRz-NeI
Hudson Bay - Icon Canadian BrandRetailer
• The campaign, titled “Your Bay,” launched on Monday and “is focused
on taking an iconic brand and having Canadians truly make it their
own,” explained Jer McNama, ECD for FCB, the agency on the
campaign.
• The campaign features five prominent Canadians: Emmy-winning
actress Annie Murphy, fashion designers Lesley Hampton and George
Sully, and social media stars The Rebel Mama (Nikita Stanley and
Aleks Jassem).
• https://youtu.be/zaYopCmhq18
SEPHORA
• https://youtu.be/6kcf8uTstUk
• The efforts, collectively, are part of a push by the retailer to be a
leader in promoting diversity within the beauty industry,
following previous well-received campaigns for Diwali and the
Lunar New Year. Neff has previously told strategy that
representation is important for the “We Belong to Something
Beautiful” platform, as it is what leads to inclusivity, education
and, ultimately, breaking down some of the biases that exist
within Sephora’s industry and the communities in which it
operates.
TIM HORTONS
• https://youtu.be/Dc1gdr77lQk
• “We recognize that we didn’t quite hit the mark in previous
attempts at our Dark Roast launch in 2014, or even with our re-
launch in 2017,” she says. “We’re acknowledging we’ve made
some missteps but we’re now really focused on improving the
taste and quality of all our products – one by one.”
• The new Dark Roast is the result of development of “about four
dozen variations of the blend over the past year,” according to a
release, and it was a response to customer demand for a
stronger flavour.