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7209MKT Integrated Marketing Communication

Question

Answered

Task:

Creative Brief  

1. What is the purpose for this brief?

This links back to the problem or opportunity that you identified in the background analysis.

2. What are the measurable objectives for this job? Your communication and behaviour objectives are relevant here, so think carefully on what you want to achieve.  What should this communication do?

3. What is the corporate and/or brand positioning?  Does this align with the existing brand position?  Creatives are reminded that their creative work must reflect the brand’s established positioning against competitive brands.

4. Who are we talking to? This is a precise description of the target audience.

Demographics; psychographics; geographics; behaviours

5.  What does your consumer currently think/feel and behave, and the reason behind this. What insights do you have about your consumer?

What do we know about them personally?

What drives or motivates them vs what’s stopping them from acting? Need/Fear/Motivation

6.What do you want your consumer to think/feel/do? Is there a current perception that needs to be changed?  What should the communication get them to think/feel/do? 

7. What is the single-minded proposition? This proposition directs the creative idea — a differentiating and motivating message — that focuses on brand benefits rather than product features. 

For example, the single most important message is:

What can we say that will bridge the gap between what’s holding them back and what will encourage the response we want?

I realise that the current campaign may have a particular message. In this situation, you need to ask yourselves, does it need refreshing or changing; is the message clear and does it integrate with the other elements of the campaign.

8. Why should our audience believe this proposition? This section of the creative brief supports the proposition with evidence that makes it believable.

This could be rational or emotional proof.

9.H ow should we speak to them? What tone and manner should we use?

10. What are your media options?  How can thinking about your communication channels enhance this strategy?  

7209MKT Integrated Marketing Communication

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Description of Company

1  In Assignment 5, you are going to create aSales Call Video, in which you are asales representative for abusiness, selling to another business (B2B). See restrictions below on companies/customers you cannot choose.  But first, Assignments 2, 3and 4will lead you to your Sales Call Video ( ...

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MNGT7905 Strategic Management

Task General Instructions – Please read carefully 1. You are required to complete the Final Assessment outlined below and submit your completed final document through the RKC Online Campus by the end of Unit 6.  Your grade will be based 100% on this final document, to which you will a ...

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TNA67 Innovation and Commercialisation

Assignment Context and Scenario: A UK-based organisation of your choice wants to introduce new products into its existing market due increasing demand. The Innovation Manager has studied the market for growth and potential profitability and is convinced that the organisation should certainly deve ...

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Buyer Profile

Buyer Profile [Document subtitle] JULY 11, 2021 ARSHDEEP KAUR ST. ID 157317199 Assignment #3 Buyer Profile The Company you are selling for. This is from Assignment 2Your Company: Your Name: Arshdeep kaur Your Company Name: Michelin (Full name: Compagnie Générale des ÉtablissementsMichelin ...

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