Select a local company and analyse a media plan for a specific marketing project $($an ongoing advertising campaign, launch of a new product, brand extension promotion, or similar$).$ you need to identify the key components of an advertising message, and to identify the segments of the existing or future$/$potential customers. The goal of this analysis is to identify factors that led to the combination of a specific target market, media channels, and message strategy that enabled company$$s marketers to communicate a message in the most effective way to the largest number of potential customers at an optimal cost. In their presentation the IMC you should:

$$ Provide a profile of the target market $$ Specify media objectives

$$ Identify the media categories and vehicles $$ Determine the media costs

The analysis should provide an overview of the campaign and brand$$s background, specify the IMC theoretical framework or concept that it relates to$,$ identify crucial messages and main communication channels, recognise integration strategies $($for different media types$),$ and explain execution stages. The outcomes should be examined, and presented in a measurable manner, by outlining crucial factors that influenced the success or failure of the selected IMC campaign. The analysis may be based on at least one of the key theoretical concepts related to topics delivered in weeks $1-5.$ You need to select only one theoretical framework or concept,

IMC Theories $($ select one $)$

$$ Integrated Marketing Communications $$ Brand equity

$$ Persuasion $$ Market segmentation and brand positioning

$$ Advertising $$ Media channels

Expected deliverables:

In this assignment IMC you will need to:

$$ Demonstrate discipline knowledge $-$ understanding of theories, concepts and frameworks, in this case only $1$ will suffice $($from the list above$).$

$$ To deliver the appropriate scope and depth of analysis and links to theory

$$ To provide clear and practical recommendations for identified issues

$$ Should have an engaging presentation style, with evidence of audience engagement

$$ Attempt to provide clarity of expression and use accurate $($discipline pertinent$)$ vocabulary throughout their presentation.

Must have $-$ presentation$$s content:

$$ Provide a profile of the target market $($primary and secondary$)$

$$ Specify media objectives

$$ Identify the media categories and vehicles

$$ Determine the media costs