Developing an IMC plan
Prior to beginning work on this assignment,
- Review the final project instructions in Week 5.
Throughout the course, you will be working on Developing an IMC plan, which you will submit as your final project in Week 5. The Week 1 assignment is the first step toward developing the IMC plan.
In your paper,
- Select one of these brands:
- Lego
- Dove
- Skittles
- Lowe’s
- Nissan
- Taco Bell
- Dell Computers
- American Express
- Skechers
- Hallmark
- Research the brand and address the following using Chapter 2 to support your answers.
- Describe the brand’s logo. Is it effective? Why or why not?
- Discuss whether it is a powerful brand.
- Explain how the brand’s image will benefit a consumer using the points mentioned in Figure 2.2 on page 26.
- Discuss the top TWO most significant features of the brand of your choice related to each of the following aspects of communications research using Chapter 4 of your textbook:
- Product-specific research to identify key product characteristics
- Consumer-oriented research to identify the context of a product’s use
- Target-market research to identify those who will be the recipient of a communication campaign
- For your selected brand, discuss the company’s segmentation strategy for the brand and identify the most common consumer market segmentation methods, using Chapter 4 of your textbook.
Requirements: clear
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