PLANNING CAMPAIGNS

CIM LEVEL 4 AWARD

Task 1 Notes
 TASK 1- COVER PAGE
Cover page
Insert Company Logo
Headline: Briefing paper on…the Campaign Process
To Marketing Manager
From: Marketing Executive
Date……………..Date………..
Introduction- Summarise content in 1a, 1b, 1c (One paragraph)

On the next page proceed to do in word format font 11.

1a- 2 Pages
1b&c -1400 words
H/W: Task 1a- 2 pages
Organization Summary

• Official Name
• Organization info- location, years in business, size of the
organization, affiliations, number of employees, value of assets etc
• Products and services- Describe each product/asset
• Customer base - Discuss customer base
• 4 Main competitors- Describe and and market shares
• Main stakeholders-internal and external- Explain role each plays to
the campaign
• Market segment to target- choose one group of customers for one
product
• Theme chosen and justification- Choose one theme from the
question paper guideline.
 Task 1b
✓ Describe a campaign plan and role of each components. (SOSTAC). State importance
of an organization adopting a campaign plan in its approach.
Chose 3 – 4 key benefits and explain
➢ Explain the role of a creative brief- Define- what does it contain and their importance,
importance-benefit to campaign-who uses it
➢ Explain the role of External Agency – Define-, what do they do, -benefit to
campaign/company, disadvantages and advantages, what is the altrenative
➢ Support definitions with citations e.g (Kottler, 2018)
➢ Use havard referencing format
 Task 1c
• Internal analysis
✓ Analyze mission and vision and
connection to campaign
✓ Evaluation of past campaigns-
What learnings emerged?
✓ Analysis of the brand, goals,
competences, competitive
advantages
✓ Indicate Sources of this Internal
information?
✓ Summarize Strengths and
weaknesses
• External Analysis
✓ P-Political
✓ E-Economic issues
✓ Social and culture issues
✓ Technology effect on campaign
✓ E- Any environmental factors
✓ Local/international laws affecting
campaign
✓ Support every point with evidence-
where is it published
✓ Summarize opportunities and
threats
Summarize with SWOT analysis
(Maximum of 3 points per section)
 Create a reference page for all sources
External sources are from your desk top research- Click link below to see how. See format
to use in the link below

https://www.mendeley.com/guides/harvard-citation-guide
Further Reading….on referencing
Examples of citations
Citing an author's name
indirectly in the text
Paraphrasing Examples
The research was carried out from a social-
constructivist perspective with child development
seen as a process of guided participation (Rogoff,
2003).
Moreover, having objectives ensures that company
is not wasting resources such as time and money
(Kottler, 2014).
Direct quotation
Example:
"Language is subject to change, and is not caused by
unnecessary sloppiness, laziness or ignorance" (Aitchison,
1981, p.67).
Quotations more than two lines long:
One answer to this is that language has always been
subject to change, just as everything else in the world is,
and we should not feel that this is a bad thing. As
Aitchison (1981, p.16) puts it
Conclusion; Mogra (2016) concludes that most trainee
teachers surveyed wanted collective worship to continue,
valuing the contribution it makes to spiritual, moral, social
and cultural development, as well as contributing to the
aims of Every Child Matters.
1C- Use internal and sources of information.
Reference Page
E-Book Example:
Mitchell, J.A., Thomson, M. and Coyne, R.P. (2017) A guide to
citation. E-book library [online]. Available at:
https://www.mendeley.com/reference-management/reference-
manager (Accessed: 10 September 2016)

Journal Article Example

Mitchell, J.A. ‘How citation changed the research world’, The Mendeley,
62(9), p70-81.

The Guardian view on Jeremy Corbyn and Ireland: all about the
border 2018, The Guardian, viewed 24 May
2018, <https://www.theguardian.com/commentisfree/2018/may/24/t
he-guardian-view-on-jeremy-corbyn-and-ireland-all-about-the-
border>.