You have been tasked to develop an integrated marketing communications plan for

the Neta Auto Malaysia to promote the Neta V EV cars to the Malaysian market.

Integrated Marketing Communications Plan $($IMC Plan$)[$IMC Marketing Campaign$]$

Campaign Creative Strategy $$ creativity is very important to advertising.

$$ Creative Brief Outline

o Advertising problem or issue

o Advertising or communication objectives

o Target audience

o Major selling idea or key benefits

o Creative strategy statement

o Supporting information or requirements

$$ Advertising execution $$ ideas of how you would like your

advertising message to be executed.

Media Planning $$ the media mix

$$ Target market coverage $$ determine which target market

should receive the most media emphasis.

$$ Geographic coverage $$ determine geographic boundaries for

your promotional activities

$$ Scheduling $($Gantt Chart$)$ deciding on the timing of the

campaign

$$ Reach vs Frequency $$ determine the percentage of target

market you would like to see exposed to your advertising

message and on the average, the number of times you

would like to see them.

$$ Creative aspect and mood $$ type of mood you would like to

create in relation to your product and which media best

express this mood.

$$ Flexibility $$ areas in the plan that you can allow

contingencies, to what extent and why.

$$ Budget considerations $$ determine the budget and work out

ways to effectively use the media

Media Strategy

$$ Advertising $$ broadcast media.

$$ Print media $$ magazine, newspapers, etc

$$ Support media $$ mobile billboards, point$-$of$-$purchase media,

cinema, promotional products, etc

$$ Direct Marketing $$ direct mail, catalogues, broadcast media,

informercials, homeshopping channels, telemarketing, etc

$$ Internet and Interactive media $$ websites, banner ads,

sponsorships $,$ pop$-$ups, push technologies, links, paid

search, etc

$$ Public relations $$ media release, press conference,

exclusives, interviews, etc

$$ Publicity

$$ Corporate Advertising $$ image advertising, event

sponsorship, advocacy advertising, caused$-$related

advertising, etc

$$ Sales Promotion $$ samples, coupons, premiums, contests,

refund, rebates, bonus packs, loyalty programme, trade

promotions, etc

$$ Personal Selling $$ locating prospective customers determine

customers$$ need and wants, etc

Effectiveness Campaign Evaluation

$$ Pre$-$test and post test marketing campaign evaluation

Conclusion