please help me with a Introduction and Conclusion but remember to include in text references of the sources i consulted in the intro Question 4.1: integrated Marketing Communication (IMC) plan

A) Brand positioning statement

According to Moriarty et al., 2015, a brand positioning statement is the intended position a brand would wish their target audience to hold of their brand in relation to their competitors. It is an essential aspect of integrated marketing communication because the company should, therefore, effectively be able to communicate the value of a brand that it brings to a target audience as they help shape consumer perception and, in turn, their actions.

You have two sets of choices, the information a target audience can draw from the culture concerning a brand, impacting how that audience perceives, remembers and ultimately their buying buy, (Moriarty et al., 2015). Hence as Keller, 2016, an effective positioning statement, internal as well as external is critical to building brand equity through consistency with your target audience's ideals and differentiation from your competitors hence swaying the consumer's decision. According to Aaker, 1996, the positioning of a brand is what really helps in building a brand identity and determines how a brand is perceived in the market.

For example, my virtual product TideTiles is an innovative, eco-friendly building material for environmentally conscious homeowners; the brand positioning statement could be as follows: At TideTiles we're committed to building environmentally friendly building products to enable a more sustainable future through turning recovered waste from the ocean into high-performance, multipurpose tiles.

This brand positioning statement corresponds with what Belch & Belch 2017 emphasizes the need to point out defining uniqueness for a brand. For this product, TideTiles', emphasis is on an environmentally friendly building material that, besides targeting the target audience's primary concern on environmental sustainability for a better future, is highlighted. This brand positioning statement explains distinctly the benefits of TideTile's and positions them against competition not advocating for sustainability.

B) Creative brief

A creative brief spells out the key elements of the purpose, target audience, and message; it's a strategic foundation for an advertising campaign. Like the brand positioning statement, it's also a major tool in IMC, which helps assure that all marketing activities are aligned with the goals of the brand so that the brand effectively reaches and resonates with the intended target audience. According to Moriarty et al. (2015), it is essential to make sure that all the plans for the IMC campaigns and also the communication channels are according to the brand's objective otherwise, it would not successfully connect to your target audience. Therefore Schultz, Tannenbaum and Lauterborn (1993) stress the need to utilise different marketing channels with the same message that compliments the brand's objective. Du Plessis et al. 2010; Moriarty et al., 2015 indicate that a well-thought-out and well-written creative brief achieves strategic alignment and can effectively communicate the brand message to their target audience while consistency is upheld.

Following are the components that can be included in the creative brief of TideTiles:

- Objective: Showcase product versatility and sustainability impact to drive significant growth in the green building industry while ensuring the strategic brand fit as per the statements of Moriarty et al. (2015).

Key message: To help save the planet by using tiles produced from recovered ocean plastic to ensure a cleaner future.

Target Audience: Professionals such as architects and designers who focus on creative, ecologically friendly solutions for residential and commercial projects, as well as eco-conscious homeowners in the age group of 30-50 years who appreciate sustainable living and contemporary home aesthetics.

- Key Benefit: Belch and Belch, 2017, have noted that the key benefit needs to touch on the target audience's unmet need or a point of pain. By the product contributing to a sustainable lifestyle, it also contributes toward high-end design and functionality. It addresses environmental concerns such as minimal ocean pollution, renewable energy, and will be able to give practical solutions to zero-waste tile environmentally sustainable solutions.

C) Marketing Communication Instruments

Moriarty, Du Plessis et al., and Belch & Belch have all contributed to the development of Integrated Marketing Communication (IMC), a strategy that aims to align TideTiles' marketing strategy with its brand positioning of sustainability and innovation through integrating various channels such as advertising, public relations, social media marketing, direct marketing, and sales promotions.

Advertising

As Moriarty et al. (2015) cited, advertising is highly effective in the development of awareness and the obtaining of involvement through paid media. The advertising strategy of TideTiles would be both in digital and print media to highlight the product's sustainability and unique design appeal.

Digital ads featuring 'eco-friendly tiles' and 'ocean plastic recycling' will reach the target audience of eco-conscious consumers through Google Ads. Social media platforms, including Instagram and Pinterest, will show sponsored posts featuring the versatility and modern design of TideTiles. Print advertisements in magazines related to sustainability, such as Architectural Digest and Green Builder, will focus on the product's interlocking, no-grout design and its advanced capability for solar integration.

As explained by Moriarty et al. (2015), advertising campaigns should be directed in correspondence with consumer values and clear messages; these are the principles incorporated by TideTiles into its strategy. TideTiles is effectively positioned as an eco-friendly and innovative brand, which distinguishes it from competitors. Moreover, Kotler and Keller (2015) highlight that the application of the principles of marketing management sharpens the effectiveness of advertising within an IMC campaign in ways that make the advertisements touch the core values of the target audience and align with the broader objectives of the company.

Public Relations (PR)

Du Plessis et al. (2010) explain that PR strategies are needed to establish credibility and positive public perception through earned media and storytelling. TideTiles will employ PR to enhance its reputation and showcase its commitment to sustainability.

The PR strategy will involve sending out press releases announcing the launch of TideTiles, its carbon-negative manufacturing processes, and any major environmental milestones. Media pitches to sustainability-focused outlets will be made to help bring attention to the brand's efforts in reducing ocean plastic and increasing energy efficiency. TideTiles will also join sustainability awards and innovation contests to enhance credibility. NGO and environmental group partnerships will further demonstrate the brand's commitment to solving the problem of ocean waste.

By focusing on these initiatives, TideTiles aligns with Du Plessis et al.'s (2010) emphasis on the strategic role of PR in fostering trust and credibility. These efforts position TideTiles as a leader in eco-conscious innovation, reinforcing its standing in the green building market.

Social Media Marketing

Social media marketing is an important way of reaching and communicating with environmentally interested target audiences in a two-way flow. Belch & Belch (2017) pinpoint the visual and interactive features of social media as a critical component of Integrated Marketing Communications (IMC) strategies.

Social Media Strategy for TideTiles: The brand will primarily target Instagram, Pinterest, TikTok, and LinkedIn as potential avenues to reach multiple targets.

Instagram and Pinterest: Fashionable home makeovers featuring TideTiles will inspire the eco-conscious homeowner with amazing 'before and after' visuals. TikTok will feature entertaining, short-form videos that illustrate the journey of the product from ocean plastic to sustainable tiles, which will appeal to the younger generation who are very much into environmental concerns. On LinkedIn, TideTiles will be sharing thought-leadership posts targeted toward architects and developers, talking about trends and innovations in green building. Campaigns such as #TideTileTransformations will encourage user-generated content, build community, and show the brand's impact.

By aligning its approach with the guidance provided by Belch & Belch (2017) and Jha and Sharma (2020), TideTiles will use social media to give voice to its sustainability message through engaging, interactive, and visually appealing content. Besides mere engagement, these platforms will also nurture trust among ecologically aware consumers about the leadership of TideTiles in sustainable design.

Direct Marketing

Direct marketing provides a personal way of reaching audiences, targeting selected target groups like environmentally aware homeowners and professionals in the field of green building. According to Du Plessis et al. (2010), direct marketing works best by tailoring a message with an appeal that will engage the specific needs and interests of individuals.

The direct marketing strategy of TideTiles will be direct email marketing, which involves segmentation to deliver newsletters, including testimonials, case studies, and environmental impact. For example, "This project reclaimed 5,000 kg of ocean plastic." Second, there are friendly-to-the-environment brochures, both digital and in print, showing the unique features of the TideTiles, finishes, and applications. These will be tailor-made for individual homeowners' interests in sustainable renovations and also meet the different needs of professional developers searching for innovative green solutions.

By aligning with Du Plessis et al.'s framework, TideTiles' direct marketing efforts aim to develop personal interaction with the audience. This detailed and relevant information can be used in order to foster confidence and inspire confident purchase decisions from your audience.

Sales Promotions

Sales promotions are short-term incentives to buy now; this is a strategy complementary to long-term branding efforts. As Belch & Belch (2017) said, "Sales promotions encourage consumers to take action." TideTiles will use eco-friendly promotions to attract environmentally conscious customers and reinforce its commitment to sustainability.

Discounts will be provided for homeowners who recycle old tiles or purchase solar-integrated tiles. A referral system will also be introduced where customers will be rewarded if they refer friends and colleagues to TideTiles, therefore enhancing organic growth and community participation. Similarly, green developers will get bulk discounts if the project is LEED-certified, thus boosting collaboration and adoptions in the construction sector.

These programs also fit with Belch & Belch's 2017 principles of using short-term incentives to support long-term branding strategies. With a mix of eco-discounts and referral programs, TideTiles will increase not just immediate sales but also long-term brand loyalty with its commitment to sustainability.

Question 4.2: Dialogic Theory of PR

4.2.1 Dialogue in social media PR fosters engagement and trust.

Discourse on social media PR is important because, through this medium, PR encourages two-way communication whereby organisations are able to talk directly to their consumers, iron out problems, and hence establish long-term relationships. As Kent and Taylor (1998) mention, "dialogic communication builds trust and it fosters mutual understanding" by changing PR from one-way message to interactive participation. Kent and Taylor, 1998 opine that the dialogic communication concepts of mutuality, empathy, and openness are central because social media is the most powerful tool for the involvement of public relations.

For example, companies like Starbucks interact regularly with customers on social media sites like Twitter, responding in real time to complaints or ideas.

Such dialogic action makes the customers feel special, hence loyalty and belief in the brand. From Instagram Stories to comments on LinkedIn, companies can respond to every customer directly, being open and caring. As observed by Fournier and Avery (2011), social media public relations encourage brand engagement since discourses are taking place where active customer participation is involved; this leads to better relationships and more trust. 4.2.2 Men et al's three social presence strategies

Men et al. (2018) offer three strategies to enhance social presence in PR through social media:

Immediacy: The act of responding quickly to audience comments or messages builds a sense of attention. For instance, airlines like Delta respond rapidly and aggressively to consumer inquiries on Twitter within minutes for real-time support. According to Brown (2019), immediacy could be improved with the help of AI technology, which provides real-time, personalized solutions that create confidence for customers.

Intimacy: Personalising experiences can make the customers connect with the brand. For instance, Nike often suggests products for consumers through direct messages on Instagram, including their names and personal context. According to Solomon (2017), personalising interactions-like using a customer's name and context-creates stronger emotional bonds, leading to higher brand loyalty.

Interactivity: Involvement using polls, quizzes, and Q&A motivates the people to be more involved. The "Share a Coke" campaign by Coca-Cola invited people to share their personalized bottles on social networks, thus creating connective conversation. According to Nadarajah and Cham (2018), interactivity includes encouraging users to create content, which triggers customer activity for engagement and loyalty, as seen with the 'Share a Coke' campaign by Coca-Cola.

4.2.3 Defining Misinformation, Disinformation, and Malinformation in PR with Examples

According to the Council of Europe (2022), information disorders take three forms:

Misinformation: This is information that is false or misleading but without malicious intent. Freberg et al. (2011) discuss how powerful influencers are and how often, through their platforms, misinformation may occur even without malice and therefore requires immediate and clear PR correction.

For example, one claim on social media incorrectly suggests that TideTiles uses virgin plastic, not recovered ocean plastic. The PR team corrects the mistake in the follow-up story.

Disinformation is information that is deliberately false and is intended to deceive. According to Laczniak and Murphy (2019), openness and honesty are part of ethical marketing decisions; therefore, fighting disinformation requires presenting correct evidence and using reliable sources, as illustrated by the TideTiles example.

For instance, another competitor spreads a rumour that TideTiles have failed in durability testing. The PR team fights this by releasing official documents and test results.

Malinformation is information that is true but has been communicated with an intention to harm. ufekci (2015) talks about how, even though malinformation might be based on facts, it gets weaponised for malicious purposes, making the task of controlling the information in the digital age quite challenging. Such cases include publishing sensitive corporate information, like manufacturing costs, which may damage a firm's reputation.

4.2.4 The Role of Influencers in Combating Misinformation and Engaging Audiences through Social Media

Influencers are important in the eradication of misinformation and in building trust in public relations. According to Enke and Borchers (2019), influencers are trusted third-party voices that can be used to propagate the right message and eliminate the wrong narrative.

For instance, Misinformation combating: Freberg et al. (2011) assert that the influencers, being trustable figures, can debunk misinformation through active engagement with the audience and providing clarity. In product disinformation cases, influencers can provide evidence to clarify the information to their audience. The green living influencer might post a video showing and telling the composition of recycled ocean plastic used in the making of TideTiles.

Audience Engagement: Influencers with high levels of engagement and follower trust might, according to De Veirman et al. (2017), build transparency and engagement, which was done in the example of TideTiles. Influencers create related content-for example, house renovations with TideTiles-and have live Q&A sessions to answer audience queries directly, which creates openness and builds trust. Kent and Taylor, 1998, 2002, complement this notion by highlighting the importance of two-way communication in the development of an authentic relationship between the influencer and their audience, which helps build trust in the process and engages them in meaningful dialogues.

Question 4.3: AI in Advertising

4.3.1 How AI Enhances Advertising through Personalization, Analytics, and Automation

AI improves advertising by enabling customer experiences, predictive insights, and operational efficiency:

Personalization: AI makes use of information about users to create personalized content and ads. For example, Netflix uses AI algorithms to offer personalized recommendations and targeted advertisements. Yakob (2015) declares that digital advertising is only successful when it is powered by data-driven personalization, increasing relevance and engagement. Brown (2019) further illustrates that AI in personalizing consumer experiences enhances ad targeting and boosts customer satisfaction since offers are channeled toward the preference of everyone.

Predictive Analytics: AI foresees consumer behavior, hence providing potential opportunities and trends. According to Qin & Jiang, 2019, machine learning can predict consumer preferences, thus allowing the pre-strategy of advertising. In support, Tufekci, 2015 adds that predictive analytics in AI can also involuntarily perpetuate biases and affect advertising strategies because sometimes it narrows too much on specific consumer segments, hence raising ethical issues.

Automation: This automates the ad-buying process with precision and is economically viable. Yakob (2015) states that automation within digital advertising minimizes manual inefficiency and increases ROI because users get targeted at the right time with the right content. Chaffey, 2020, relates AI-driven automation in advertising to better workflow efficiency, hence allowing marketers to scale the campaigns with their precision intact in targeting and budgeting.

4.3.2 Consumer Co-Creation and UGC with Emphasis on AI-Driven Digital Tools

Consumer co-creation is the collaborative interaction where users contribute to ideas or material, while UGC is consumer-made media, which has been publicized, most of the time showing experiences of brands. Barker and Hanekom (2022) investigate how digital platforms foster co-creation through tools that allow continuous customer touch with companies. According to Nadarajah and Cham (2018), UGC strengthens brand-customer relationships and thus enables more brand activity on the part of the consumer. AI-powered technologies enhance UGC creation by embedding features such as smart editing and automated captioning.

For example, through AI-powered filters, Instagram enables users to create good-looking content that marketers can reuse. Qin and Jiang (2019) talk about how AI aids in developing and curating high-value consumer contributions. Brown also talks about how AI personalizes content creation, letting the users create personalized material that resonates with a particular audience. The LEGO Ideas campaign is the best example of co-creation: customers decide and vote on design ideas. Yakob (2015) makes a very valid point that such digital campaigns leverage technology with a view to analyzing contributions for patterns; hence, AI is blended with co-creation activities. Kaplan and Haenlein (2010) note that these efforts increase engagement but also enhance brand loyalty by making the community an active partner in creating and innovating the brand.

4.3.3 Ethical Concerns in AI-Based Advertising: Privacy and Algorithm Bias

AI in advertising sometimes requires massive collection of data, which raises a very important question about consent and user safety. Einstein, 2017, laments that AI-driven personalization relies on invasive ways of surveillance and calls for transparency in customer data utilization. Dastin, 2018, adds a different layer to this issue of algorithmic biases in these AI systems, which will have unintended discriminatory consequences-such as Amazon abandoning its AI recruiting tool that had a bias against women.

This illustrates the larger ethical concerns of algorithmic systems in AI-based marketing, wherein biases can perpetuate harm well outside the confines of advertising. Sometimes, AI systems may accidentally spread biases visible in training datasets. For instance, LinkedIn employment ads have been guilty of gender bias, and this has demonstrated how AI can spread preconceptions. Wasserman (2021) associates such algorithmic faults with misinformation dangers, wherein biases may distort information propagation. Tufekci (2015) goes even further on these unplanned consequences and discusses how algorithmic biases-for example, AI-driven ad placement-affect customer perception and behaviors in ways not always visible or intentional, which, in fact, exacerbate the ethical issues of AI.

AI-powered microtargeting can manipulate customer vulnerabilities. According to Einstein (2017), this manipulation threatens the consumer's autonomy in cases where ads for certain political or economic ends are targeted at them without proper disclosure. Laczniak and Murphy (2019) have noted that ethical decision-making frameworks in marketing are important to solve such issues and ensure that AI-based advertising is used in an ethical manner with transparency, making full consideration of consumers' rights and autonomy.

4.3.4 Ethical Considerations in UGC: How Ethics Influence Co-Creation and Consumer Trust

Transparency and Consent: Ethical co-creation requires transparency in the use of UGC. Brands that do not request consent for UGC could receive backlash. For example, the utilization of customer images without consent can result in the erosion of trust. Einstein (2017) points out that transparency in AI-driven campaigns is integral to upholding ethical parameters. This is further supported by Dastin, 2018, in showing how opaque AI systems, such as an AI tool that continued the gender bias employed by Amazon, was a cause of backlash. It stresses explicit consent and communication about the user-generated content. Barker & Hanekom (2022) argue that all AI-powered tools, which are applied in content moderation and analysis, must be designed based on ethical guidelines so that user contribution is not exploited. For instance, it will filter out inappropriate content without violating the rights of users.

Tufekci (2015) further develops the idea of how algorithms can go wrong when misused, particularly in content moderation. This further fortifies the need for ethics concerning AI in user-generated content, making sure that automatic moderation systems do not violate the rights of an individual or unjustly censor the creative contributions of others. Ethical frameworks ensure data protection, hence trust, with frameworks like compliance to GDPR. Campaigns like Coca-Cola's Share A Coke thrive on transparency, telling users how their content is going to be shared. Yakob (2015) identifies trust- therefore ethical practices- as one of the key drivers of success for co-creation campaigns. Consumer behavior, especially trust in a brand, is influenced by how transparent and ethical the brand's marketing practices are, adds Solomon 2017. When brands are clear as to how user-generated content is handled and respect the privacy of users, then engagement and loyalty are greater.