Format: Maximum 3000 words (excluding the references and the appendices), APA style citation, 12 pt Times New Roman, 1.5 spacing The final report should include the following elements: Introduction: Describe the brand and define the problem Market Analysis & Competitive Analysis: Describe the market and competitors (direct and indirect) 2021 Semester 1 Marketing Communication Segmentation, Targeting, and Positioning Who are your target group? Describe the target group in terms of the aspects such as their demographics, psychographics, wants and needs, use of products/services (including media). How will you position the brand? Communication Objectives. Establish clear, specific, realistic, measurable, and timebound campaign objectives Check the DAGMAR model on pp.232-234 of Belch & Belch (2018). Make sure to include the communication task, the target audience, the desired effect (e.g., establish awareness, creating a positive attitude), the outcome measurement, and the time period in which the objectives must be accomplished. Creative Strategy: Describe the characteristics of the campaigns content and style (message strategy and creative execution). Message strategy: Describe the content of your campaign. What are you going to tell, and why? Creative execution: Describes aspects of style/execution of your campaign. How are you going to tell the message? For example, will you make use of celebrities, humor, or competitive advertising? Will the message be visual or verbal? Why?

Media Plan: Describe the media vehicles you want to use. Dont need to provide a complete media plan. Choose the media vehicles you want to use and explain the choices based on the objective of your campaign, target group, and content and style of the campaign, etc. Outcome Measurement: Describe your plan to evaluate the success of the campaign (when and how). Conclusion: Convince the reader that your campaign should be implemented. All sections should be based on previous sections, and you should always substantiate your claims/choices. All references need to be correctly cited in the APA style. Be sure to use your own words; DO NOT copy and paste any text from other sources/students. Plagiarism is serious academic misconduct and may result in a failing grade for the course.