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
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.
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:
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
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
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