Detailed Task
Brief Product/service description
This should include a name to represent the new IMC Campaign.
2.
MC Campaign Objectives
The student is required to give a brief on the product problem that was previously stated, or opportunity
identified in CW1.
1 of 6
The objective of the new campaign needs to be clearly stated. You may rely on the six categories in the
Facets model explained in Chapter 5 to explain the campaian obiectives
3-
Target audience and positioning strategies
Target audience: Identify the target audience who most likely to be interested in the product/service.
This may include profiling audience in terms of age, gender, and other demographic variables such as
education, family status, occupation, or income etc.
Explain positioning strategies, the student needs to choose a positioning strategy to locate the brand in
their consumers minds. The student should make use of at least 2 strategies of positioning as explained
in Chapter 8.
4-
The creative strategy: Discuss the Campaign’s “Big Idea” (creative concept): major selling
Message/theme.
The student needs to choose a suitable message strateg. They need to choose the message strateqv
approach. by stating the message objectives and what they need to accomplish. The student shall
highlight whether he/she will use (Head and Heart), or (Hard sell) or (Soft sell) and justify why.
Choose the message objective format: students can choose two formats in the new campaign
(See/hear, Feel, Think/understand, Connect, Believe, Act/do) and justify why.
The new message should be briefed in a new slogan/tagline developed by the student. This tagline
shall be consistent throughout the campaign.
5- IMC and media Tools
The student needs to decide and present the communication and media tools that will be employed in
their campaign. Each campaign should propose at least four communication tools (could be digital
and/or traditional) with justification.
Two of the tools proposed should be presented as artefacts
Media types and terms
Each student is required to mention which type of media (as explained in chapter 12) they are going to
use to promote and advertise for the campaign for the target audience. There must be clarification why
these media types and communication means in specific will suit their target audience.
The student needs to develoo a mini time olan for the Ml camoalan in terms of seasons or months
that the campaign will run through.
6-
Visualisation of the new brand identity and positioning
Student is required to work on developing a new logo for the brand through visualisation this can be
achieved by either illustration, typography, or both to create a distinctive and original image of the
brand.
The student also needs to propose a new packaging design through illustration, typography, or
both for the brand. In case or a service. vou can oropose to change the menu or the ticket desian etc.
The student can make use of the designer tool kit in Chapter 11 to work on the new design of the logo
and package.
Justification is needed of the new colour, design, typography, and/or layout.