Task back to top Remember that as a senior account executive with M&C Saatchi (Australia) your objective is to pitch your approach to the Chief Marketing Officer of the potential client organisation....

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Task



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Remember that as a senior account executive with M&C Saatchi (Australia) your objective is to pitch your approach to the Chief Marketing Officer of the potential client organisation. Using the organisation you selected in Task 1 and Task 2, your task now is to develop the Integrated Marketing Communication (IMC) Program that will allow you to achieve the objectives and creative strategies outlined in Task 2.



As part of Assessment 3 you need to identify and develop the:




  • Communication strategy mix (i.e. advertising, sales promotion, direct marketing, public relations, etc.- determining the focus of your campaign)

  • Media Mix (Television, radio, digital, print, social media, etc - determining the focus of your campaign.)

  • Implementation of creative approaches. This could mean preparing sample advertisements, displays, etc for television, radio, digital, print, social media, etc. (e.g. Facebook, Google, Instagram, Twitter, etc.).

  • Basic budget concepts (how much will your media/creative messages cost?)

  • Evaluation metrics (how will you measure the success?)



Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time poor executives (CEO/Leadership Team) can understand the key components and actions.



You can use tables, graphics, flowcharts, images, screen-shots, Videos/links and other tools to make this an interesting, concise and easily communicable report that is targeted to your client’s CEO and Leadership team. You will score more points for creativity!



Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel – A simple table format will suffice.It is essential that your budget only relate to the IMC issue under consideration. It is not to relate to the entire organisation.




Rationale



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This assessment task will assess the following learning outcome/s:



  • be able to explain and critically discuss the role of marketing communication in the overall marketing and business strategy.

  • be able to evaluate theoretical concepts underlying integrated marketing communications.

  • be able to examine and evaluate various elements of a contemporary communication mix.

  • be able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools.

  • be able to apply theoretical frameworks that integrate various elements of marketing communication to a specific organisation communications problem to develop an IMC plan.


Ensure your assessment report format is as follows (marks will be deducted unless the following is included):





  • Title Page - Subject details, assessment number and topic, your name and ID number. chosen brand/organisation, your name, date.

  • Executive Summary – A one-page summary of your report (not in word limit)

  • Table of Contents – with page numbers (not in word limit)

  • Communication strategy Mix (i.e. advertising, sales promotion, direct marketing, public relations, etc.)

  • Media Mix (Television, radio, digital, print, social media, etc.)

  • Implementation of creative approaches- This means translating the messages/strategies identified in Assessment 2 and translating them into sample advertisements, displays, etc for television, radio, digital, print, social media, public relations, direct marketing, etc

  • Basic budget concepts (how much will your media/creative messages cost?)

  • Evaluation metrics (how will you measure the success?)

  • Conclusion/Summary Recommendations

  • Reference list – APA Style Appendices (not in word limit)


Requirements



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Research:




Readings: Relevant Chapter of textbook Belch, (2018)


Note: A broad range of research is required for this assessment 10+ credible and well-researched/referenced (APA6th Style) is an expectation for A3.





Submission:




  • This assignment must be submitted through Turnitin.

  • It is recommended thatyour name,student IDandpage numberare included in theheader or footerof every page of the assignment.

  • Further details about submission in Turnitin are provided in On-line submission.



APA Referencing:


· CSU requires you to reference in American Psychological Association (APA 6th Edition) referencing style and this applies to all of your assessments for this subject.


· A guide to the APA style is available for students at the learning skills section of the Student Services website:http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf


· A handy app for a quick reference check is https://apps.csu.edu.au/reftool/apa-6


Answered Same DaySep 19, 2020MKT570Charles Sturt University

Answer To: Task back to top Remember that as a senior account executive with M&C Saatchi (Australia) your...

Akansha answered on Sep 28 2020
145 Votes
Integrated Marketing Strategy        1
Name of the student:
Name of the institution:
Roll No:
Date of submission:
Contents
1.    Introduction    4
1.1.    Objective    4
2.    Communications Strategy    4
2.1.    Advertising    4
2.2.    Direct Marketing    5
2.3. Public Relations    5
2.    Media Mix    6
2.1.    Digital Media Marketing Concept    6
2.2.    Earned Media    6
2.3.    Paid Media    6
2.4.    Owned Media    7
2.5.    Social Media    7
2.6.    Print Media    7
3.    Implementation of Creative Approaches    8
4.    Budgeting    10
5.    Evaluation Metrics    12
5.1.    Pros    12
5.2.    Cons    12
5.3.    Recognition    13
5.4.    Recall    13
6.    Conclusion    14
References    15
1.
Introduction
The main aim of the following report is to provide Integrated marketing Strategies for the Australian Medical Association and their new campaign. This has been presented by the organization Saatchi & Saatchi, which is one of the largest advertisements and marketing firms in the world. The assignment’s aim is to bring awareness about the harm of sugar in the lives of children. The assignment includes a communication strategy, in which the advertising, direct marketing and public relations strategies will be discussed. It includes a media mix in which the types of media to be used will be discussed as well. Then it looks at how they can be implemented in the organization. Budgeting and measuring post campaign have also been included.
1.1. Objective
There are two main objectives that have been sought to be accomplished.
1. Bring about awareness to parents and to children regarding sugar consumption.
2. Pressure Politicians into reducing the sugar consumption by putting a tax on Sugar.
2. Communications Strategy
A communication Strategy helps the organization align their marketing plans with their business goals. It focuses on reaching a predetermined set of results (Singhal & Brown, 2018). For the Saatchi & Saatchi to succeed in the marketing of the programs by the Australian Medical Association, a communication strategy is important in order to ensure that the communication part, which looks at advertisement, public relations and direct marketing is done perfectly.
2.1. Advertising
Advertisement is a communication strategy that introduces the brand to the public, educates the people and promotes the product (Danaher & Rossiter, 2011). In this case, the product would be the concept that sugar consumption, to a large extent is bad for the health of the children. Saatchi & Saatchi have been advertising the campaign as a public service announcement on all major Australian television channels. The channels, such as NBC, ABC children etc, are meant primarily for children and their parents. This will ensure that it reaches a wider audience. The organization is also running advertisement campaigns on major newspapers in Australia and on social media as well.
2.2. Direct Marketing
The organization has also used the method of direct marketing in order to market the concepts. It works by selling the product or service directly to the public (Keller, 2009). In this case, it would involve informing the public of the issues with sugar consumption directly to the public. The organization uses direct marketing by having volunteers go into public places, and having skits or events in public places during major weekends or events. This is being done on every weekend and holidays.
2.3. Public Relations
The maintenance of the public image of the company is called Public Relations (Finne & Grönroos, 2009). The public relations of the AMA have been handled by Saatchi & Saatchi. They have improved through the marketing strategies, such as speeches and conferences that have been organized by Saatchi & Saatchi all over the world. This makes the organization known in the academic circles throughout the world. The other strategies, such as the advertising campaigns and the direct marketing help improve the public image of the organization as well.
2. Media Mix
2.1. Digital Media Marketing Concept
Media Mix is a combination of communication channels that can be used by the organization. The organization has chosen to focus on Digital Media Marketing Concept in order to market the campaign and the message. The way that Saatchi & Saatchi have been doing this is using Earned media in order to increase the spread of the message.
2.2. Earned Media
Earned media has been defined as the online word or mouth (Andrews & Shrip, 2017). The organization is ensuring that there are maximum likes, retweets and comments about the content that is being put up on the Social media, and websites of AMA. They have ensured that every doctor has been recommending the decision for parents to cut back on sugar. Articles about the harmful effects of sugar have been promoted on various websites and maximum shares and recommendations have been spread on media sites. This process is ensuring that they get the attention of the public for the project as well. Earned media consists of the shares, likes and retweets (Yeshin, 2012). It has been helpful to the organization in ensuring that the public is able to understand why they should urge the government to...
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