Integrated Marketing Communication Outline I. Introduction • Executive Summary or Overview II. Situation Analysis – SWOT Analysis * • Organizational Strength and Weakness • Organizational Opportunities and Threats *You should include Promotional issues in this section III. Key Strategy Decisions • IMC objectives / Advertising Objectives • Target Audience • Competitive Product Advantage • Product Brand Image and Personality • Product/Brand Position IV. The Creative Plan- Message strategy Creative Brief- Additional Outline will be provided V. The Communication Plan – integration of IMC tools • Advertising ( Print Ad is required and Radio spot) • Sales promotion • Public relations • Direct marketing • Personal selling • Sponsorships, merchandising, packaging, etc. VI. Evaluation of Effectiveness EXAMPLE OF CREATIVE BRIEF 1. Overview and Creative Objective 2. Target Audience 3. What do we want to say? Key Idea 4. What do customers believe and why. Promise/ Support 5. What action should the consumer take? 6. Execution, tone, style, other considerations STEPS 1. You must first develop an advertising/promotion plan (using the IMC Outline document supplied) which will contain communication objectives and strategies that will direct the creative aspects of the promotion products that will be produced in the plan. 2. Develop the creative brief which will assist you when designing and executing a print ad and a radio spot as well as other promotional products that will deliver the creative message to your selected audience. 3. As previously mentioned, in addition to the creative strategy for the print ad and radio spot, you will also need to consider the other possible integrated promotional opportunities that could be connected to the IMC Program. Summary: Advertising and Promotional Plan: Value 12 points Creative Brief: Value 8 points Print Ad, Radio Spot and Other Integrated Promotional Strategies: Value10 points