B6BU113 Contemporary Marketing Communications, Assignment, DBS, Ireland

Assessment Task:

Your team is required to develop an innovative Integrated Marketing Communications campaign for your clients’ product. 

Client/Product: Brand of your choice. 

Objective: To attract an increase in new customers without dropping the overall price.

Target: Review the brands target market

Background Information Research and present a brand that is not performing well and requires rejuvenation.  Select a brand that you believe needs to improve their marketing strategy and need a new creative concept.

Constraints: All advertising must carry the brands Logo & appeal to new customers.  

You are required to complete the following tasks for your client.  

Develop an Integrated Campaign. The following structure should be adhered to when executing your campaign.

A) Profile the chosen product including a SWOT and PEST analysis and provide a detailed competitor Analysis of the brand.

B). Provide Insights to the media habits and lifestyle habits of the target market.

C) Develop your visually creative campaign utilising any three promotional tools that reflect the media and lifestyle habits of your target market. Clearly detail why each tool was selected justified with academic references.

D) Launch of campaign (When, Where & How you would go about launching the campaign). Details of media vehicles are expected – For example if selecting magazines – what magazines and why. Minimum Three Vehicles.

E) Presentation Skills: Structure your presentation to suit the audience and design and get the best out of PowerPoint slides.

Considering the goals, you are trying to achieve and the audience you are presenting to. Understand timing and pacing.