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  • IMP Assignment

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    Ashi Jain
    40 views2 pages
    Each group is to select a unique brand to analyze. Groups must conduct primary and secondary research to understand the brand, category, and consumers. A central communication idea for the brand must be identified using the Brand Key approach or a key opportunity/threat from a SWOT analysis. Groups must create a consumer journey detailing tasks and subtasks for each stage with rationale. A media strategy is to be developed based on the tasks with a mix for each stage and scheduling. Groups must propose ways to amplify the communication idea through experiential marketing with engagement and interactive activity examples. Final presentations will be on March 17th and 18th.

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    Media Practice

    Original Title

    IMP assignment

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    Each group is to select a unique brand to analyze. Groups must conduct primary and secondary research to understand the brand, category, and consumers. A central communication idea for the brand must be identified using the Brand Key approach or a key opportunity/threat from a SWOT analysis. Groups must create a consumer journey detailing tasks and subtasks for each stage with rationale. A media strategy is to be developed based on the tasks with a mix for each stage and scheduling. Groups must propose ways to amplify the communication idea through experiential marketing with engagement and interactive activity examples. Final presentations will be on March 17th and 18th.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    40 views2 pages

    IMP Assignment

    Uploaded by

    Ashi Jain
    Each group is to select a unique brand to analyze. Groups must conduct primary and secondary research to understand the brand, category, and consumers. A central communication idea for the brand must be identified using the Brand Key approach or a key opportunity/threat from a SWOT analysis. Groups must create a consumer journey detailing tasks and subtasks for each stage with rationale. A media strategy is to be developed based on the tasks with a mix for each stage and scheduling. Groups must propose ways to amplify the communication idea through experiential marketing with engagement and interactive activity examples. Final presentations will be on March 17th and 18th.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 2

    Group Assignment Brief

    • Each group to select brand of choice - No duplication

    • Use sources available for brand and category understanding


    • Online information / articles, company websites, advertising campaigns
    • Consumer understanding and insights
    • Mandatory to conduct some primary research
    • Quote sources used for secondary research findings (if any)
    • Identify a ‘central communication idea’ for the brand that you will focus on
    • You may use the Brand Key approach
    • OR identify the most important ‘opportunity’ or ‘threat’ through SWOT analysis to
    identify the ‘key communication idea’
    Group Assignment Brief
    • Create the consumer journey for your brand detailing tasks and sub tasks
    for each stage including rationale for the tasks identified
    • Develop media strategy based on the tasks and sub tasks
    • Media mix for each stage with clear rationale / reasons for the mix. ie Role of each
    medium in achieving the task
    • Scheduling strategies for the selected mix

    • How will you amplify the communication idea / platform through


    experiential marketing giving clear examples of engagement and interactive
    activities
    • Final presentations on 17th and 18th Mar

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