Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) Guidelines and Rubric

This is the culmination of the Marketing Plan. Detail the advertising and promotional activities that will be used to promote the product or service.
This is a set of PowerPoint slides.
HINT:If this is done correctly in PowerPoint, you can simply copy them into your presentation and save yourself some extra work.
Develop 4-5 IMC action items. You may use any of the mediums or techniques found in the examples provided, those found in the text, or those that you create yourself. The sky is the limit, but pay particularattention to the following restrictions:1. The medium must be available in your geographic market. This is rarely a problem.2. It must fit your budget. You are a start-up, so think carefully about your budget. You may spend reasonably, but no prime time TV or Super Bowl. If you want to know what something costs, search the Web. The answers will not be perfect, but will give you a guideline.Each ofNONE of your action items may be a brochure, flyer, or similar printed materials. You maysuch printed materials ONLY in conjunction with another action item. The printed collateral issupporting the action item, NOT the action item itself. For example, you may produce a brochure to be used in a direct mail campaign and show an example of that brochure in your project. Thedirect mail campaign is the action item, not the brochure (it is supporting the direct mail campaign). Remember, printed materials are NOT marketing; it is what you do with those itemsthat make it marketing.3. 4.your action items must be a different medium.use
Below is a partial list of potential promotional action items. There are many more, limited only by your imagination.
       TV commercial Radio commercialMagazine ads Newspaper adsTrade showsLocal business association networking Direct mailBillboards Internet adsWeb sitesEmail campaigns Outdoor advertisingEventsMovie theatre ads Car wraps
There are TWO deliverables for each of your IMC action items:
The first is the chart below which explains your action item. The use of this chart is mandatory. Click IMC Table to download the template.

ProjectAction Item Name
Action Item DescriptionWhat is the action item? Usually a sentence will be adequate.This should be a very specific and detailed description of the action item including, but not limited to, the medium, message, theme, visuals, activitiesand any other relevant information. The description should be sufficiently detailed that the item could be implemented based solely this information.The description of your action item is the most important part of the action plan. For example, writing that you are going to run a TV commercial is not acceptable. You must describe in detail what the commercial will be about,the theme, length, style and general content. This would apply to other mediums as well.What do you hope to accomplish with thisWhat segment are you targeting? You need to be specific but concise.How much will this action item cost your firm? This need not be exact as this can be complicated. However, if you search the Net you will findexamples of advertising costs.How willObjective Target Market Budgetaction item? Be specific.
Metric

The second deliverable is a PowerPoint slide mock-up of your action item. For example, if you are using a magazine ad or billboard you must create a simple mock-up. Click Marketing Plan: IMC Example to viewa sample of this assignment. In some cases, a mock up may not apply. For example, if you are attending a networking event, a mock-up is not applicable. In those cases, the chart above is adequate.

Submit the Marketing Plan: IMC to the Dropbox no later than Sunday 11:59 PM EST/EDT of Module 6. (This Dropbox basket is linked to Turnitin.)

you measure the success of the action item?Criteria PunctualityAOn time.One-point deduction for each error inAPA,spelling, orpunctuation. Full points formeeting the length requirement.B10% for each day. One-point deductionfor each error inAPA,spelling, orpunctuation.C10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.D10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.F10% for each day. One-pointdeduction for eacherrorgrammar, spelling, or punctuation.Grammargrammar,grammar,in APA,in APA,in APA,10-point deduction for 75%.30-point deduction for 50%.40-point deduction for 25%.50-point deduction for less than 25%.Length40 points and upforbeyond 25% ofwhat is required.Full points for fully meeting the contentrequirements.10-point deduction for 75%.20-point deduction for 50%.30-point deduction for 25%.missing contentContent


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