Category: Communications and Media

This assignment consists of:
· A 2000-word report that develops an integrated marketing communications campaign (IMC) for a brand or company of your choice
A suggested outline for this report:
Executive summary
About 200 words
Situation analysis
About 300 words
Target market profile and communication objectives
About 300 words
Marketing communication program and activities
About 1000 words
Evaluation plan and possible corrective actions
About 200 words
Executive summary：
An abbreviated version of the entire marketing communication plan. It serves as an overview for the decision makers (your client) and should hit the highlights of your campaign recommendations.
Key elements of an executive summary should include:
• The central thrust of your campaign
• Whom you are targeting
• The campaign concept
• A brief summary of your strategical recommendations
It is for your busy client: It should be clearly written and organized so that the client’s management team can understand your recommendations without having to distill them from the detailed report.
Situation analysis:
1. Goal: To determine the current situation for the brand and identify key problems (= key challenges)
• Internal factors: The brand/company itself & its communication strategy
• External factors: Consumer trends, industry situation, competitors
2. There are several ways to make the situation analysis concise (to save space).
• Convert your data into graphs, charts, and tables to make it easier to digest. (Examples: Pie charts to illustrate market share or media spending; bar charts to compare data or indicate trends, line graphs to illustrate expenditure or sales trends )
• Use bulleted list to highlight or summarise key information.
• Make good use of heads or subheads, but don’t use too many subheads.
3. SWOT can be a useful tool to summarise your situation analysis. SWOT can also be used as a bridge from your situation analysis to your objectives because campaign objectives are often derived from the strengths, weaknesses, opportunities, and threats that are uncovered in your situation analysis.
Internal:
Strengths: Internal capabilities that may help a company reach its objectives.
Weaknesses: Internal limitations that may interfere with a company’s ability to achieve its objectives
External:
Opportunities: External factors that the company may be able to exploit to its advantage.
Threats: Current and emerging external factors that may challenge the company’s performance
4. Provide a problem statement as a conclusion of your situation analysis. • Problem statements are conclusions drawn from your situation analysis. • Client’s problems are drawn from the internal weakness and external threats found in your situation analysis. What is the key problem? • Remember: Not all problems are equally important, and not all problems can be resolved by marketing communication.
The title page, references and appendix will not be included in your word count.
This assignment will ask you to develop an integrated marketing communications campaign (IMC) for a brand or company of your choice and describe it using the key concepts of this course. You will provide an executive summary of the campaign, complete a situation analysis, define the communication objectives of the campaign, describe the target market profile and audience for the campaign, outline the marketing communication program and activities of the campaign, and finally, evaluate the campaign and make recommendations for possible corrective actions. Your campaign plan must be a practical document that you anticipate the brand would adopt and put into effect.
Please remember: one or two media executions do not make an IMC! An IMC contains multiple media executions all working in an integrated way to communicate a single message. One ad or influencer post is not an IMC.
You are expected to use the textbook, readings I provided below and own independent research to develop the IMC.
Reference style: APA, Chicago, Harvard or Vancouver (as long as the reference style is consistent). would generally expect 15 or more references for a report of this type. Make sure to cite the textbook and readings provided below, as well as your own independent research
FAQs:
1. Can I create a new product for the brand?
No, this is not what Marketing Communication does. As this subject explores Marketing Communications, you are required to focus on Promotion (from the 4Ps). The 4Ps include Price, Product, Place, and Promotion. Focus only on Promotion! This includes significantly changing a brand’s offering in an illogical way i.e. taking a brand that only offers size 0 – 2 and making an “inclusive sizes” campaign. This would require significant product overhaul and is not what Marketing Communication does. In this case, it would be better to choose a brand with inclusive sizing and develop a new campaign for them.
2. What if after conducting a situation analysis, I derive objectives that happen to be similar to an existing campaign? Is this considered plagiarism?
This will not be considered plagiarism as long as you as your detailed media/messages strategies are original and unique. In your proposal, you may want to mention that similar campaigns have been implemented by the brand or competitors. Then, you can explain why you want to pursue the similar objective and how your campaign will achieve the objective using new ideas and strategies
3. I came across an existing campaign that could use some improvements. Would I be able to just suggest improvements as an extension to the current existing campaign?
In the case that you find a brand has not been successful in its campaign or have your own thoughts on how this campaign can be improved, you would need to create the next version of that campaign rather than just an extension to add on. For example, Dove’s Real Beauty campaign has had several iterations, but each iteration is a new campaign.
4. Are appendices required?
Appendices are optional. They can be used to include any additional resources (such as figures, visuals of the campaign). You also have the choice to integrate photos within the paper, but do make sure to label everything properly and place these in a well-presented manner.
5. Should I create designs for the new campaign?
This is not a creative/design course. If you want to do that, there are several subjects in the Master of Marketing Communication where you can showcase your creative talents. However, if you do want to include mock ups or other creative in your appendix, you will not be marked down for this.
6. Does the problem statement only need to address weaknesses or threats the brand is facing? What if the brand I’ve chosen doesn’t have specific issues but rather opportunities it can seize? Most companies do have problems – it’s very rare that they don’t. However, you can choose to focus on opportunities rather than problems and end the situation analysis with an opportunity statement. Sometimes, some brands don’t have any specific issues, but they want to expand for better opportunities. That can motivate a new campaign. 14. How many subject theories should I integrate? The number of theories is up to you. What matters is correct and in-depth use of theories to support arguments and sustain a clear line of thinking. Keep in mind that this is the final assignment so it should represent your understanding of the key concepts of the entire course.
7. Can I use a campaign from anywhere in the world?
Yes.
8. Am I expected to include a positioning statement and perceptual map in my analysis? You are not expected to include either one. A perceptual map can be integrated if it is based on a good idea and credible research. However, a map based on your own opinion/thoughts would not be considered good supporting evidence to sustain your argument.
Some link might be useful：
https://www.campaignlive.co.uk/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1410807
https://pediatrics-aappublications-org.ezp.lib.unimelb.edu.au/content/pediatrics/140/Supplement_2/S117.full.pdf
https://www.accc.gov.au/business/advertising-promoting-your-business/false-or-misleading-statements

examined print and audio based media. Select either an album or a book that you feel has had cultural impact. 
Write one paragraph summarizing the book or album- what is the piece about and why did you choose it?
Write one paragraph examining the distribution of the piece- who is the artist/author? who is the publisher/label? where did it first get released? 
Write one paragraph explaining the cultural impact- why is it important or impactful? what was the audience reaction?
Include at least TWO SOURCES to showcase your research. Include links in your post

• The Impact of Reality TV on Society: Analyze the effects of reality TV on society, including its influence on social norms, values, and behavior ( give examples). Consider the ways in which reality TV both reflects and shapes our cultural attitudes and examine its impact.
Outline : 
Introduction
-Definition of reality TV
-Overview of the topic: “Keeping Up with the Kardashians” and its significance
The Reflective Nature of Reality TV
-. Examples of reality TV shows that mirror societal trends and behaviors
-. “Keeping Up with the Kardashians” as a case study: how the show reflects contemporary values and lifestyle trends
-influence of reality TV on viewers’ perceptions of reality and self-identity
Shaping Social Norms and Values
-Portrayal of gender roles, relationships, and family dynamics in reality TV
– Impact of reality TV on beauty standards, body image, and self-esteem
-Examination of moral and ethical implications depicted in reality TV programming
-Psychological effects of prolonged exposure to reality TV on viewers’ attitudes and behaviors
V. The Interplay between Reality TV and Cultural Attitudes
Conclusion:

I have shared 3 files/photos of the instructions for the outline as well as a template 
I would like to do the speech and outline about southern culture. Please use the template that Iattached to complete the outline. 

Answer the questions below in essay form using at least two of the theories and communication processes we discussed throughout the course.  Some of the concepts that you may use are: culture and socialization, supervisor-subordinate communication, leadership, critical theory and diversity, organizational identity, emotion in the workplace.  You are welcome to use other concepts from the course if you consider them more appropriate to the case.
Questions:
What were the communication issues that arose during Sunil’s interview?
What were the communication issues that arose with Tara’s interview?
What training would you give Sunil in preparing him for future interviews?
What training would you give Scott for effectively interviewing diverse candidates?
What training would you give Scott for avoiding sexual harassment behaviors?  
How does the written communication (resumes) contrast with the face-to-face interaction during the interviews, and which of the two resumes persuaded you the most (there is a huge typo in the technical skills section of Tara’s resume, Sunil labels himself as Sunny in his resume).

Edit the essay we did with the specific rubric the professor wants, to get a full grade. its a Mass communication final paper. Below is a reminder about the assignment requirements and the grading rubric:
You need to pick up an audiovisual production (a movie or a documentary) to produce a visual essay (1100-1400 words)
movie name: Shirely its on Netflix topic: Racism, gender stereotypes
I attached 2 files of an essays with A+ grade similar to our project so you can have an idea.

You will present for 10-15 minutes to a small group 
1. Presentation – the following topics should be drawn from your Final paper.
The issue that you chose to research and its impact (local, statewide, or nationally)
Your 157SL site, your activities there over the semester, and the site’s connection to the selected issue
Your personal growth/learning from these experiences in relation to the selected issue
Your next steps 
Prepare 1 visual aid of any type to accompany and illustrate your presentation (e.g. photo, 1-2 minute video, object, brochure, slides, handout, poster, etc.). 

Please Select two options out total three options. Please do not cite. Citation is not needed for this assignment.
Before writing for each option, you need to write a short paragraph explaining that why you selected the two options out of
the below three options.
You need to write for each option one by one.
The details are attached in the word document.

This is what I was able to come up with so far, dont need to use it but its just to see an example. 
https://docs.google.com/document/d/1jsEdXpUxH0aGabFfPVv629Mf_z5T0GX7xVhiNV7bCho/edit?usp=sharing 
This link here is the actual rubric/prompt 
https://docs.google.com/document/d/1yMFm62Tzf6ARLQd_a4XyNNYw5USGcF6fPxJXGao0dFw/edit?usp=sharing
A few of the sources I used:

A Guide to California’s Student Press Freedom Laws

Under threat? Concerns swirl about student journalism’s future at Mountain View High after teacher is abruptly reassigned

Under threat? Concerns swirl about student journalism’s future at Mountain View High after teacher is abruptly reassigned

“I just felt like nobody cared”: Students open up about their experiences with sexual harassment

• You must choose your article by the end of week 2 and submit to your instructor for approval using the
assignment dropbox in Canvas
• 2-3 double spaced page (NOT including the title page and references)
• In your evaluation, address each of the following components:
o The author(s), their credentials, and practice areas
▪ If the article has more than four authors only write about the first three authors.
o The purpose of the study
o Research question(s)
o Provide discussion of the author’s review of the literature
o Population, sample size, and sample selection process
o Research method(s) used in the study
o Research findings
o Article critique
o Discussion of how the information in the article might be useful in future nursing practice.
• Written in current APA format. This paper should include:
o Formal components including title page
o APA headers (include page numbers)
o APA formatted headings in the body of the paper
o Appropriate in-text reference citations
o A reference page, in correct APA formatGalen