An IMC Campaign is a series of coordinated messages centering on a single theme for all ads in the campaign. Determining a unifying theme around which an IMC campaign is built is a critical part of the creative process because it sets the tone for individual ads. The theme is the central message expressed through a slogan (or tagline) that reduces the brand’s positioning into a key idea. The slogan appears in every ad to reinforce the brand’s message. Listed below are guidelines for advertising slogans (Exhibit 8-12).
Your assignment for the first phase of the IMC Project is to identify a brand that has a weak IMC ad campaign identified with links to 3 ads on ispot.tv–all using the same tagline. The weak campaign you’ve identified is because you believe believe the tagline misses target audience, execution is horrible, etc. and recommend the class should revamp the campaign.
For this assignment, I’ve shared an example of a presentation showcasing Starbucks Doubleshot “Double the You” IMC Campaign for your review. Use it as a guide (e.g. example) to what you need to include in your PPT for the IMC Campaign you select as one with a weak advertising campaign (e.g. must link to 3 ad executions on ispot.tv.).
–Do not use YouTube as the source for your ad or face point deductions
–Do not select a Super Bowl commercial as a weak campaign
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For this assignment, students need to prepare 5-6 slides to share ultimately with the rest of the class. (Use the “Double the You” IMC Campaign PPT as example.) Use the persuasive assessment questions from the top-bottom spot assignment. You need to post your PPT in the dropbox on Canvas. Be sure your last name is included in PPT. Post/Save your PPT in dropbox on Canvas as “Brand.your lastname or face point deduction. You may work on your own or with one other student. Both students need to post PPT on Canvas to get credit for assignment. Your PPT is due in the dropbox before 11:59 p.m. on Oct 26.
REQUIREMENTS
–Students can work on their own or partner up with one other student. (both post on Canvas)
–Use the persuasive ad assessment assignment from top-bottom spot assignment.
–I’ll choose the weakest IMC campaigns for the next to phase of the project.
–Students need to prepare 5-6 slides for this assignment (use example as guide)
Slide #1-2-3 = 3 executions of same campaign w/ web address on ispot.tv,
Slide #4 = persuasive ad assessment for campaign
Slide #5 = 3 reasons why current campaign weak
