Assignment 2: Report 2 (INDIVIDUAL)
Please make sure that you take a very close look at and meet all the requirements below, so you don’t lose points.
- Task type: One written report of your IMC plan (Pdf format only. No word) + One Excel spreadsheet o Please submit two files to Moodle. A screenshot of the spreadsheet inserted in the pdf file is NOT accepted.
o Note. Please save both files as “student ID_first name_last name”
- Editing format: Times New Roman, font size 12, 1.5 spacing
- Referencing format: Full academic referencing (APA or Chicago)
- Word limit: No more than 3,000 words. Make sure you include the word count on the title page.
Q: Is a table or figure part of the word count?
- A: No. Therefore, please use them only when you deem it necessary/beneficial to use them to increase readability and improve the flow of your report, as opposed to as a way out to put more content without adding words.
- Value: 45% of the final mark
- Due: Oct 30, 2020 by 5:00 PM. Submitted via Moodle. No email submission.
- Penalties for late submission: A cumulative 10% penalty every 24 hours will be applied to the final mark of late submissions.
Q: What if I need a special consideration? • Please contact me in advance (at least a few days prior to the deadline).
- This is an INDIVIDUAL assignment: You need to build on the group assignment you worked on for Assignment Part 1, but this time as an individual. You can include your group Report 1 as an appendix but it will not be re-marked as part of this assignment.
- Your Task: On the basis of the research and insights delineated in your group report (Assignment 1), you are going to develop an IMC strategy and provide all the necessary details about implementing your IMC strategies to obtain the communication objectives you set.
- You must work on the same brand you chose for Report 1.
- Create Report 2 covering the following areas in the main body of your report
o Comprehensive IMC Strategy o Media Choice and Budget (excel spreadsheet)
Q: Who is the anticipated audience of my report?
- A: Please think beyond the context of ‘assignment’ and assume that your report will be read by managers and decision-makers of the brand/product you choose.
➢ Your report should follow the structure below.
- Assessment Declaration (= signed cover sheet): Download and fill out “assignment-cover-sheetfbe” under Assignment 2 section on Moodle. Attach it to the beginning of your report.
- Title page: Include the word count and full name/student ID
- Contents: with page number
- Main Body
- Reiterate your SMARTT communication objectives you set in Report 1 This is NOT included in the word count.
Note. If you decided to revise your communication objectives upon your TA’s approval, you must write both the old communication objectives and the revised communication objectives, and briefly explain why you revised them.
- Suggested IMC strategy (1,900-2,000 words): A high-level overview of what your overall IMC strategy includes.
Thought process you should go through
- Break down your IMC objectives and think about what you are going to do for each objective. To reach your objectives, which IMC tools/elements/functions (ex: Advertising, Sales Promotion, Direct Marketing, Personal Selling, Social, Online/Digital, Public Relations, Events and Sponsorship, etc.) are you choosing and why? (showing “why” is important)
- What do you want to achieve with each tool/element/function?
- Make sure you justify your decisions along with strengths and weaknesses. (“justify” is important)
- Lastly, and most importantly, think about how these IMC tools/elements/functions can be integrated to create synergy.
Q: How many IMC tools/elements/functions should I discuss?
- You may want to be comprehensive enough but also strategic in choosing the IMC tools/elements/functions. By and large, you’ll end up somewhere between 2 (two) and 5 (five) IMC tools/elements/functions for each communication objective. But you can allocate more space (i.e., more IMC tools/elements/functions) to more crucial communication objectives than to less crucial communication objectives. Also, within one objective, you can allocate more space to primary IMC tools/elements/functions than to supplementary ones.
- The same principle also applies to Assignment 2 – Quality over quantity.
- How should I justify my decisions?
- Please nicely delineate why you argue that certain IMC tools/elements/functions are effective to attain your communication objectives, based on what you learned from the online lectures, reading materials, tutorial materials, and real-life cases. Please make your claims convincing by showing that you thoroughly went through the strengths, weaknesses, and considerations of all the IMC tools/elements/functions you learned, and then chose the best ones based on the specifics of your brand, target audiences, and communication objectives. Please avoid making a haphazard and random selection of a couple of IMC tools/elements/functions without talking about why you think they will work for your objectives better than others.
- Is there anything special I should keep in mind?
- One of the common mistakes made by my earlier students is that they merely listed strengths and weaknesses of several IMC tools/elements/functions just like a textbook. Keep reminding yourself of the anticipated audience of this report. It’s not to educate the brand managers about different IMC tools/elements/functions in general. Please avoid describing generic knowledge about IMC tools/elements/functions.
- What you should do instead is to show;
- how different IMC tools/elements/functions can reflect upon the specifics of your brand, target audiences, and communication objectives. For that, you may find it useful to prevent you from writing textbook-like sentences—for each sentence, think about “does this sentence apply in particular to “YOUR BRAND (if it’s powerwall, “POWERWALL”) only?” The answer should be YES.
Or, in other words, think about “would this sentence apply to any other IMC reports for other brands?” If your answer is YES to this question, please rewrite it. All the sentences you write in this section should reflect upon the very specifics of the brand, target audiences, and communication objectives. Ex) “Since advertising is known to be a great tool for building awareness, it is expected to work effectively for Powerwall”.
ð This sentence won’t do any job in your report. This doesn’t talk about anything about the specifics of your brand, your target audiences, or your communication objectives. It can go to any type of IMC reports for any type of brands. Please avoid wasting your space by including this type of sentences.
- how different IMC tools/elements/functions can be integrated for synergy. This is THE MOST essential factor that differentiates an excellent IMC report from a mediocre one. Please achieve coherence among your IMC tools/elements/functions. Please show that you have thoroughly thought about “how one IMC tool/element/function can benefit/complement/reinforce another IMC tool/element/function?” in your report. This will get you an HD.
- Media Choice and Budget (900-1,000 words): A detailed account of your media choices for your
Note. If you don’t know the difference between ‘Media’ and ‘IMC tools/elements/functions’ by now, you are NOT ready to do Report 2. Please take the time to watch the online lessons and read the textbook before working on this part.
You will explain your media choices via 1) this part and 2) a media plan spreadsheet (you’ll download it from Moodle).
Things to include in this part (word file)
- What media are you going to choose for your IMC tools/elements/functions, and why (= how do the chosen media meet your communication objectives?) How will they be integrated for synergy? (= how one medium can benefit/complement/reinforce another medium?) o If TV is included, please discuss reach and frequency.
- Budget: You are given 1,000,000 AUD for media. NOTE: This is a budget for MEDIA
ONLY, not for the entire IMC tools/elements/functions
- How did you reach your media budget estimates? What based your estimation process? (Also, if TV is included, reach and frequency should be part of the base of your TV budget estimation) Do you have a contingency amount?
- You budgeting does not have to be 100% accurate. Try to do some research to get a sense of the costs incurred by media planning and reflect what you found.
- d) Make sure you show you understand how to integrate different IMC tools/elements/functions and media to leverage their synergistic functions.
Things to include in the spreadsheet
- Media Scheduling (Continuity, Flighting, or Pulsing) for each medium
- Details of Media Plan: Within each medium, what publications/programs/sites are you going to use? Please include as many details as you can to show you made effort to specify your media plans in detail (ex: black vs. white for print, what time of a day for radio, what shows/programs for TV, which social media for online/mobile, which area/neighbourhood for billboard, etc.)
- Budget: Remember to include a cost breakdown
Role of the spreadsheet
The main word document and the spreadsheet complement each other (instead of repeating each other). You use the main report to discuss why (justification) you chose each medium. You use the spreadsheet to provide how exactly you want to execute each medium. Regarding budget, it’s the same. You use the main report to discuss why (justification) you made such budget estiamtes. You use the spreadsheet to provide a pictorial perspective of your budget distribution.
The bottom line is that the spreadsheet pictorially presents what you’re going to do with your chosen media – focusing on how exactly they will be executed . The main report conveys your thoughts behind this execution plan – focusing on why you want to execute them that way.
Q: What about budgeting for the entire IMC program?
- The “Media choice and budget” part is only for your MEDIA plan. Please discuss media only – both in the main report and in the spreadsheet. Some students have mistakenly included all the IMC tools/elements/functions in the spreadsheet. Please be sure that one million AUD is to be used only for media.
- I have no idea how much it will cost for each medium.
- As mentioned above, you’re not expected to 100% accurate in your estimates. Please do some research within your capacity and you will find some kind of references that will serve as a basis for your own estimates. You don’t stress out too much about it.
- Reference List (APA or Chicago)
- Appendices (optional)
- How can I get an HD?
- The same principle for A1 applies to A2.
- Quality, not quantity, is what you should focus on.
- Why is what you always have to try to clearly communicate. For each argument, please try to provide a reason or justification of your argument. Is it from your own research? Or is it just from your own intuition? Is it from someone else’s data? Is it from a theory? Please make your arguments convincing by providing appealing reasons.
- Coherence, coherence, and coherence! Or, synergy, synergy, and synergy!
Please make sure you suggest an “integrated” communication plans as this unit, IMC, stands for. Your chosen IMC tools/elements/functions should somehow benefit/complement/reinforce each other, so that your whole IMC plan generates the very much desired synergy effect when they are put together. They should be chosen to be implemented with other tools/elements/functions for a reason.
Same with media. You should think about this big picture ‘integration’ goal both 1) within the chosen media and 2) between the media and IMC tools/elements/functions. How will your media
benefit/complement/reinforce each other? And how can your media ultimately best address your IMC tools/elements/functions?
If you concentrate on this point, you’ll surely generate a very successful and informative IMC report as an outcome! (not to mention a great mark—hopefully an HD!)
****Report 2 marking rubric continues on the next page.
Q: What is presentation clarity and quality about?
- Writing, logical flow, grammars, proofreading, not to mention whether your report has met all the editing/formatting criteria, requirements, which basically represents how much effort you really have put forth to make your report a complete outcome.