WHAT IT'S ALL ABOUT
As part of my Integrated Marketing Communications (IMC) module, we were asked to develop an IMC plan for a specific brand challenge of our choice. The brief also requested that we:
- Review the market situation facing our chosen brand
- Identify the objectives, target market, and strategy for the brand
- Indicate how elements of the promotion mix (mainstream, alternative, direct and online advertising, sales promotions, direct marketing, and PR) should be coordinated to achieve communication objectives.
Since this was for a module in school, we only presented our campaign to the class and our professor.