A7.1: Project: Integrated Marketing Communications
Assignment 7.1: Project: Integrated Marketing Communications
PART 1: Determine the messages to be communicated and appropriate media vehicles to reach the
audience.
You do not have to verify the media plan with cost analysis, so be creative—realistic, but creative. For
each item listed, explain why you would or would not employ it, and complete the media schedule very
realistically for the next year.
Use the table below to organize your ideas before you complete this assignment in the Strategic
Marketing Plan Template.
Media Tool
Justification for Use and Message
Traditional Media
Options
a. Broadcast
TV
radio
*Elaborate on the message and why the medium chosen is appropriate.
If the method is not to be used, explain why it is not appropriate for the brand.
You will have to expand the space here for a thorough discussion of your
media choice and the message(s) to be conveyed.
b. Print
newspaper
magazines
c. Transit
billboards
trains, buses, etc.
d. Novelty items; mugs,
magnets, T-shirts
e. Direct mail
Promotions
a. Samples
b. Coupons
c. Rebates
d. Contests
e. Premiums
f. P-o-P displays
MBA505: Marketing Management
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A7.1: Project: Integrated Marketing Communications
g. Loyalty programs
h. Product placement
Internet-Supported
Communications
a. Content-rich website
with media room
b. Blogs, forums,
wikis, chat rooms
c. Twitter
d. SEO/SEM (search
engine optimization
and marketing)
e. Social networking
activities
Public Relations and
Publicity
Non-PC Digital Media
a. Kiosks
b. Mobile devices
c. Proximity marketing
**Feel free to expand any of the categories above and add appropriate media.
MBA505: Marketing Management
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A7.1: Project: Integrated Marketing Communications
PART 2: Complete the media schedule for the messages and media chosen.
The media buys included in the table below merely illustrate how to use the IMC media schedule.
You will need to add rows and adapt the media choices to those justified in Section V. D. of your strategic
marketing plan. A single row is used for one type of media and it is specified as to which source.
Specific dates are included to the degree possible.
Media Schedule for Insert Name of Brand or Firm
Beginning date
End date (two years later)
First
Quarter
Second
Quarter
Third
Quarter
Fourth
Quarter
Fifth
Quarter
Sixth
Quarter
Seventh
Quarter
Eighth
Quarter
Traditional Media Choices
*Newpaper ad: small town,
IA Daily Register,
¼ page ad each Saturday in
sports section
*POP
displays in
12 Food
Marts in Des
Moines for 2
months
9/09-11/09
*Newpaper ad: small
town, IA Daily Register,
¼ page ad each Saturday
in sports section
*Radio ads on WKRP and WXYZ
running three times daily in drive time
(weekdays only)
Internet Media Choices
*Website developed and maintained by XYZ Spider Designs, webmaster and marketing manager maintain and
update at least bi-weekly.
*FaceBook
*FaceBook
*FaceBook
campaign:
campaign:
campaign:
send 3send contest
invite three
minute ad to
info to five
friends to get
five friends;
friends; 2/10
self10/09
liquidating
sample
coupon;
08/10
Non-PC Electronic Media Choices
*Twitter
message:
product
placement
of brand in
movie
opens: 8/09
MBA505: Marketing Management
----*Twitter on regular basis to current and past users--------updates and messages without bombarding users-----
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A7.1: Project: Integrated Marketing Communications
MBA505: Marketing Management
Jones International University®
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