Students have to select a recent topic, not more than 6 months old. It should be an Integrated Marketing Campaign relevant topic and should relate to one of the key theoretical concepts.Help me choose a brand.

Content:

The students will select a company (preferably local) and analyse a media plan for a specific marketing project (an ongoing advertising campaign, launch of a new product, brand extension promotion, or similar). Students 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 companys marketers to communicate a message in the most effective way to a largest number of potential customers at an optimal cost. In their presentation the IMC students should:

Provide a profile of the target market Specify media objectives

Identify the media categories and vehicles Determine the media costs