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...

Abr Writing answered on Sep 22 2020
137 Votes
Running head: COMMONWEALTH BANK OF AUSTRALIA
COMMONWEALTH BANK OF AUSTRALIA 3
COMMONWEALTH BANK OF AUSTRALIA
Executive Summary
This report mainly highlights the company Commonwealth Bank of Australia which has failed to attract the loyalty of the customers due to adverse publicity and advertising. With the help of advertising, sales promotion, public relations and digital marketing will help the bank to attract more customers towards their products.
Table of Contents
Introduction    4
Communication strategy mix    4
Media Mix    6
Implementation of Creative approaches    8
Basic budget concepts    9
Evaluation metrics    10
Conclusion    10
Recommendations    10
Reference    11
Introduction
Integrated marketing communication is a value of the comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. Further, the IMC ensure that all the forms of communication and massage might be linked together. The aim of the study is to understand the role of IMC in establishing the better communication with the customers. In regards, the report considers Commonwealth Bank and their IMC strategy for establishing better communication with the customers. Further, the report establishes a better IMC plan for the Commonwealth Bank. Lastly, a recommendation has been also provided for the company and better utilisation of the IMC for establishing a better communication with the customers.    
Communication strategy mix
The Commonwealth Bank of Australia has failed to attract the customers towards their services due to the adverse publicity and advertising (Lees, Winchester & De Silva,2016). Communication strategy mix is a type of business tool which is used by an organisation to achieve their target market with the use of various types of communication. In addition, the Commonwealth Bank of Australia has used this strategy in order to achieve their target market. The various types of communication mix elements are advertising, sales promotion, direct marketing, public relations and personal selling.
Advertising    
Advertising strategy is a plan which is used by an organisation to convince a customer to buy their products or service. The Commonwealth Bank of Australia must use the advertising strategy to convince the customers in order to buy their services (Gallimore et al. 2016). In addition to this, the company will be able to outreach more customers with the help of advertising. According to Williams, (2016), with the help of social media an organisation can attract more customers globally. Moreover, a company can upload pictures of their manufactured products in social media which will help the firm to attract the customers towards their product or services.  Moreover, the firm can also promote their new services with the help of different kinds of advertising strategies such as social media, newspaper, radio, television and others. However, social media is one of the most popular tools for marketing in the recent times. Therefore, the Commonwealth Bank of Australia has chosen the social media for the promotion of their new services.
Sales promotion
Sales promotion is the process of persuading potential customers to buy the product. Sales promotion used as short time tactics or boost sales. Further, it is really suitable for building long-term customer’s loyalty in simple words in order to improve the customer's relation business organisation provide the rewards with the product as well as contests, coupons for the better attraction of customers (Hussain et al. 2017). In the same context, the Commonwealth Company might use the same tactics for engaging the customer attraction. In a recent scenario, it has been evident due to the increasing competition the company failed to gain better customers loyalty. Further, the bank also failed to do the prominent sales promotion through which the company failed to gain the better customers attraction. Therefore, in order to gain the better customer attraction company might provide the better sales .promotion in which company might provide the rewards with the service increasing interest rate low EMI for the specific time might attract the customers more.
Direct marketing
Direct marketing is a form of advertising where the organisation communicates directly with the customers. In order to communicate directly with customers companies use the cell phones, text massage, email, promotional letters, online adverts, targeted television and magazine advertisements. In the same context, the company has faced its customer’s loyalty due to the improper advertisements and promotion. Therefore, in order to establish a better relationship with the customers the bank might communicate directly...
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