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Marketing Communication Creative Brief and Imc Plan

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Marketing Communication Creative Brief and Imc Plan
Content Page Executive Summary 3 1. Situation Analysis 3 1.1 Internal Analysis 3 1.2 External Analysis 4 1.3 SWOT 4 2. Identification of Marketing Problem or Opportunity 5 2.1 Marketing Problem 5 2.2 Marketing Opportunity 5 3. Marketing Objectives 5 4. Positioning 6 5. Communication Objectives 7 6. Campaign Budget 8 6.1 Budgeted Costs 9 7. Campaign Target Audience 11 7.1 Brand Loyalty 11 7.2 Creative Targets 12 7.3 Behavioural Sequence Model (BSM) 13 8. Choice of Media 14 8.1 Traditional Advertising 14 i. TV Commercials 14 ii. Magazines for Young Women (Print Advertisements) 14 iii. Commercials in Cinemas 15 iv. Road Shows 15 v. Billboards/ Decals on MRT Stations 15 vi. Skin Analysis Booth in Health & Beauty Stores (Watsons, Guardian Pharmacy & SASA) 16 8.2 Modern’ or Online Advertising 16 vii. Social Media Platforms 16 viii. Guest Bloggers 17 ix. Guerilla Marketing 17 9. Creative Strategy 17 9.1 Campaign Theme 17 9.2 Creative Idea 18 9.3 Creative Style 18 9.31 Unique Selling Proposition 18 9.32 Brand Image 18 9.33 Resonance 19 9.4 Creative Execution 19 9.41 Commercial Style 19 9.43 Road Show & Beauty Contest 20 9.44 Guest Bloggers 20 9.45 Guerilla Marketing 21 9.46 Flash Mob 21 10. Media Strategy 22 10.1 Primary Media: 22 10.2 Secondary Media: 22 11. Other IMC Activities 24 11.1 Product Sample 24 11.2 Sales Promotion 25 11.3 Sponsorship/Partnership 26 11.4 Event Marketing 27 11.5 Public Relation 28 12. Evaluation and Control 29 Conclusion 31 13. Appendices 31
14. Reference…………………………………………………………………………...……….41

Executive Summary

This report aims to provide a solution via the implementation of various integrated marketing communications (IMC) strategies in order to fulfil objectives for the product – Olay Total Effects (OTE), with the main objective of changing the audiences’ perspective of OTE.

The current situation of Olay was
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