Comm 3680
Spring 2012
LNCO 1110
MW 4:35 pm
Ken Foster
2810 LNCO
OFF: 801-581-6888
F&A Off: 801-463-0266
You may call my cell at 801-520-6166.
STRATEGIC IMC PLANNING – MEDIA PLANNING AND ANALYSIS
This course is designed to give you real life experience in integrated marketing communication
strategy, including: market analysis, planning, establishing objectives and strategies,
creative/communication strategies and tactics, media tactics, budget allocation and integration of
the variables of the communication mix, and creative (developing ads). This is a combination
lecture and project class that requires a good deal of research of secondary material, writing,
planning, group work, creative thinking and presentation skills. THE PURPOSE OF THIS CLASS
IS TO CREATE LEARN ABOUT THE TACTICAL MEDIA AND HELP CREATE AN IMC PLAN.
GRADE
The grade for this class is made up of three parts:
1. First, a quiz on the media which will be reviewed during the first 6 weeks. If things are
proceeding well in class I will forgo this quiz.
2. Your group work. Your group members will grade you based on your attendance of
meetings, completion of tasks and quality of work;
3. The finished project will be graded by the client based on the presentation and the report.
TEXT
A TEXT IS NOT NECESSARY FOR THIS CLASS. If you would like to purchase a text that is
relevant to the course subject there are at least three that fit very well:
1. Handbook of Strategic Public Relations and Integrated Communications by Clarke L.
Caywood, Richard C. Christianm ISBN-13: 9780786311316
2. Integrated Marketing Communication : Creative Strategy from Idea to Implementation, by
Robyn Blakeman ISBN-13: 9780742529649
3. Strategic Brand Communication Campaigns, Don E. Schutz, ISBN-13: 978-0844229522.
IMC is still in its infancy and is changing. Feel free to recommend other books you encounter.
THE PROJECT
The class will divide into groups to simulate the organization of an advertising agency.
Each group will be assigned responsibilities but everyone will have the opportunity to help other
groups to learn the full spectrum of IMC planning and implementation. The groups consist of a
president, VP of Creative Services, Account Services, Media, Research, Events and PR. Every
member of the class will be assigned to at least one of those groups.
Your assignment is to analyze the client’s market situation, determine goals and develop a
campaign to achieve the goals. The process of developing a plan and an outline will be covered in
class. The plan will be completed as a report and a presentation to the client.
The Plan Book - A plan is typically 20 pages depending on the amount of data collected
and included. When reports are updated annually or if critical decisions are to be made, they
typically take on more information and therefore more pages. Nobody likes to read or write 20+
pages of material that are not insightful or relevant. You are encouraged to use charts, tables,
graphs, and other graphic tools to make the necessary points.
The Presentation - The essence of the report is to be given in a twenty-minute presentation
(precisely 20 minutes). This should consist of PowerPoint presentation or equivalent, and hand
outs of advertising campaign material. You are encouraged to develop creative ideas for the
presentation. For example, when we did a project for American Airlines, students lined the stairs
of the class with small lights as in a jet, provided American Airlines peanuts to the client, provided
drinks, etc. For Saturn, the students arranged for a car to be waiting for client in front of the
building. For Miller Motorsports Park, the students brought a racing bike into the classroom and
put it on stage. You get the idea.
FINAL: The report and presentation will act as the final exam.
JAN
9
11
16
18
23
25
30
Overview
Media overview reading
MLK Holiday – NO CLASS
Organize groups – begin secondary research
Begin secondary research
Present secondary research
Write survey
Feb
1
6
8
13
15
20
22
27
Review other presentations and plans
Primary research survey completed
Review strategy models
Valentines DAY, No Class --- just kidding---bring treats
Develop Situation Analysis (Account Services Group)
PRESIDENTS DAY—NO CLASS
Develop communication objectives and strategies
Catch up day
Mar
5
7
12-14
14
19
21
26
38
Media plan (Media Group)
Media plan and Budget
SPRNG BREAK
PR/Events plan
Creative Objectives and Strategies
SPRING BREAK—NO CLASS
Plan book and presentations development (and creative
Catch Up
April
2
4
9
12
16
17
23
25
Report writing and presentation
Rehearse and revisions
Finalize creative and rehearse
Finalize and rehearse
Finalize and rehearse
Rehearse
Rehearse
Present: LAST CLASS