Week 4 Assignment – Plan Execution and Evaluation

Learning Objectives Covered:

1. Define and describe the six factors of a strategic plan.
2. Discuss how to create an advertising plan.

Background

What is the difference between an advertising plan and an integrated
marketing communication (IMC) plan? If you were to outline both
documents you would see essentially the same six sections or factors in
both documents. The following outline of an IMC campaign comes from
Advertising & IMC: Principles and Practices (Moriarty et al., 2014,
p. 535)

1. Situation Analysis
   • Background research
   • SWOTs: strengths, weaknesses, opportunities, threats
   • Key communication problem(s) to be solved
2. Key Strategic Campaign Decisions
   • Objectives
   • Targeting and engaging stakeholders
   • Brand positioning strategy
3. MarcomMix
   • Platforms and objectives
   • Synergy
4. Message Strategy
   • Key consumer and brand relationship insights
   • Message direction
   • Strategic consistency
5. IMC Media and Contact Points
   • Multimedia and multichannel
   • Multiplatform
   • Contact points, touch points, and critical touch points
6. Management and Campaign Controls
   • Budgeting
   • Evaluation of effectiveness

The difference between the two is in scope. An IMC plan is broad in
scope and attempts to coordinate many different types of communication
activities such as advertising, public relations, sales promotions,
sponsorship, direct marketing, social media, etc. An advertising plan is
narrow in scope and handles just one activity type, advertising. An
advertising plan could be created to accomplish the goals and direction
that are given within the bigger IMC plan.

Reference

Moriarty, S., Mitchell, N., & Wells, W. D. (2014). Advertising & IMC: Principles and Practice (10th ed.). Pearson Higher Ed.

Prompt

In this Assignment you will create a PowerPoint presentation about
the six steps found in an integrated marketing communication plan. The
goal of your presentation is to discuss each step, exploring how each
step builds upon one another as well as how each is relevant to a
client’s needs.

*Want to learn more about each of these steps?
You can find necessary information in our course textbook beginning on page 535.

Presentation Requirements
Create your presentation in PowerPoint. Use photos along with text in your presentation to both show and tell the information.

Follow this slide outline for your presentation:

Slide 1: Title
Presentation Title, Name, Date

Slide 2: Situation Analysis
1. Definition of situation analysis
2. Purpose of situation analysis
3. Ways to engage in situation analysis

Slide 3: Key Strategic Campaign Decisions
Summary of content gained through strategic campaign decisions

Slide 4: Marcom Mix
1. Definition of Marcom
2. Overview of what makes successful Marcom content
3. Examples of Marcom

Slide 5: Message Strategy
Summary of content gained through message strategy decisions

Slide 6: IMC Media and Contact Points
1. Definition of “media” in IMC Media
2. Overview of why contact points are necessary

Slide 7: Management and Campaign Controls
Summary of what happens in the management and campaign controls phase

Slide 8: References
Provide references for all definition citations and supporting content

File Naming + Submission Instructions

• Save your presentation as: MAN230_Assignment4_FirstLast.pptx
• Submit your PowerPoint presentation for this Assignment.