MARKETING COMMINICATIONS

Length: 2000 words Assessment task You have been hired as the Marketing Manager of Coca Cola Australia. Your task is to develop an Integrated Marketing Communication (IMC) plan for launching the new Coca Cola Life soft drink on the market using an Australian celebrity. Students can follow the following report structure to write the report: – title page; – executive summary; – table of contents; – introduce the company and product – introduce the celebrity you have chosen for the IMC campaign and justify your choice – describe and justify the market segments your IMC campaign will target; – discuss at least 3-5 communication objectives such as developing brand awareness, or promoting product knowledge, influencing customer attitudes, influencing the purchase intention and so on; – discuss at least 3-5 styles of creative advertising strategies related to the selected communication objectives and selected target market segments; – develop a media plan that includes the media vehicles that will be used to achieve your objectives and each creative strategy; justify the use of the specific media based on how it communicates with your selected target audience; – write the conclusion and – list the references. Be creative! To enhance the presentation of your assignment, you can use headings and sub-headings used to specify the information required for each of the above criterion. The assessment marking criteria below should guide you for this assessment task, in particular the weighting attributed to each section of the assignment. Please use size 12 font with double line spacing. Assessment Criteria: Structure, grammar and presentation -3 marks, Background information on company and product -3 marks, Information on choice of celebrity -4 marks, Market segments to be targeted -5 marks, 3-5 communication objectives -8 marks, 3-5 creative strategies -14 Marks, Media plan -10 marks, Referencing 3 marks. Total 50 marks

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