CRITERIA 25 points 15 points 10 points 5 point

EXECUTIVE SUMMARY Impressive and Clearly Understandable Incomplete Incomprehensible

Presents comprehensive one-page (max) précis of the group’s IMC plan; stated
highlighting key elements (major details) of the IMC.
SITUATION ANALYSIS Clear examination of the Lacking pertinent Vague and not Inaccurate
A comprehensive and complete examination and assessment of the current condition. market environment; Information. completely discussion of data.
Groups need to undertake a thorough analysis of the situation confronting their brand, Accurate business accurate. Only
Understandable and Incomprehensible
internally and externally, competition and other relevant issues. Background Research and review. giving data to
partially accurate
Analysis are given importance. Accuracy of SWOT and CPM as well as provision of analysis/ COMPLETE and well- partially support
interpretation of data and insights. discussed; backed up claim.
Research clearly supports target market with research,
Identification of Key Marketing Problem or Opportunity is highlighted. reinforcement of
Existing or old Promotional mix are thoroughly discussed. analysis and insights
IMC PLANNING PROCESS COMPLETE. Understandable with Vague and not Iinaccurate
Clear Identification of Target market SUBSTANTIAL. only part of the data completely discussion of data.
Clear articulation of where the group plans to position its brand item in customers’ minds. Well-discussed; to support claim accurate. Only
Incomprehensible
Translating the marketing requirements into attainable media objectives Clearly summarized, giving data to
Communication objectives are clearly stated and flow fully and naturally from the results of precise, accurate, partially support
situation analysis claim.

IMC CAMPAIGN BRIEF COMPLETE. Understandable and Vague and not Inaccurate
Message strategy is clearly presented and positions the product effectively SUBSTANTIAL. partially accurate completely discussion of data
Positioning platform well-thought through and relationship between positioning and Well-discussed; accurate. Only
Lacking pertinent Incomprehensible
message are clear Clearly summarized, giving data to
Information.
Media strategy is clearly presented. Media strategy supports and enhances messages. Accurate presentation partially support
Concept of IMC is clearly promoted and demonstrated through the consistent message claim.
woven throughout plan elements. Appropriate use of IMC tools
OTHERS ASPECTS COMPLETE. Understandable and Vague and not Incomprehensible
SUBSTANTIAL. partially accurate completely
Budget Discussion
Well-discussed accurate. Only
Recommendation
giving data partially
Appendices
support claim.