Assessment guide - Assignment 1 IMC Audit

1. Introduction:
- Brief overview of chosen brand (background info + target market)
- Objective of the IMC campaign (e.g. brand awareness, product launch, repositioning
etc)
2. Analysis of the IMC
- What are the Marketing Communication tools (promotion mix) used for the
campaign (provide in depth research and analysis)?
- Provide information related to this IMC campaign only.
o Campaign name:
o Campaign timing period: from what time to what time? [Please use
recent campaign in 2017/2018]
o Campaign Objective:
o Insight
o Message [Consider is it 1 message across all channels/ or customized
messages in different channels contribute to one big overall message of
brand ]
o Execution Technique: Video? Short Film? Interactive Mobile App?
o Communication tools used – Separated them into Company Created,
Intrinsic or Unexpected Touch Point
o Media Channels – what channels did they use to air these
communications [TV: what TV channels? Facebook: what facebook
fan-pages? Etc.]
o Results gained in Each Communication Tools via Media Channels
[How many people go to the event? How many views the video
achieved? What is the result from Facebook activities: Likes/ Shares/
Comments? How many impressions/ reach for PR article online? ]
- What areas of the IMC campaign needs improvement? Identify it and explain
why it needs improvement.

3. Recommendation (1 recommendation is enough):

- Provide specific details
- Is there a connection between your earlier analysis and your recommendation