Marketing Communication
Choose campaign from UK or USA
Assignment Brief
The assessment has been designed to test the achievement of the module's learning outcomes and it requires students to think critically and apply the knowledge gained during the module.
Assessment of marketing communications campaign of one product/ service offering/event that has been promoted in one country from 2020 onwards.
You are required to analyse and evaluate the effectiveness of marketing communication elements, tools and media channels deployed for the promotion of one product or service offering or event in one country. You also need to determine the uses, benefits and drawbacks of the marketing communications tools and media channels in developing integrated marketing communication campaigns.
Choose marketing communications campaign of one product/ service offering/event that has been promoted in one country from 2020 onwards.
Please first make sure that you refer to your chosen company's product/brand portfolio, different product categories/sub-categories and then choose one product/service offering/event that has been promoted in one country from 2020 onwards. You are advised to choose a product or service offering with which you are reasonably familiar with and have access to relevant information.
Provide background information of marketing communications campaign of your chosen product/service offering/event in one country
Explain the campaign rationale in relation to the key problems and challenges of the product/service offering/event in one country and the solutions proposed in terms of campaign objectives, target groups and creative idea. Discuss how consumer insight assisted the development of the campaign.
Discuss the alignment of the marketing communications campaign of the product or service offering or event to the company's business strategy.
Deconstruct the overall campaign message and the way in which the message was encoded. Explain if it could be improved and if so how?
Analysis and evaluation of promotional mixes and media channels for the promotion of product/service offering in one country
Evaluate the role of at least 2 to 3 marketing communications tools (e.g., advertising, public relations, sponsorship, sales promotion, personal selling, exhibitions and trade fairs, etc.) used for the product/ service offering promotion in one country.
Evaluate the appropriateness of the objectives of each marketing communications tool. You may apply the ‘SMART' principle in assessing the campaign objectives for each marketing communications tool. Would you have set different objectives for the marketing communication tools? What, if any, could have been good alternatives? Why?
For each marketing communications tool, identify specific sub-target groups within your main target groups) and whether the correct sub-target groups have been chosen. Would you have targeted different sub-target group and if so, identify potential sub-target group for each marketing communications tool.
Evaluate and critique the media channels deployed for the campaign including traditional, digital and social media channels. You may present the promotion mix and media channel choice by form (e.g., promotion tool- advertising, media - broadcast, channel-TV and vehicle - X Factor in iTV).
Explain the extent to which the campaign was well integrated, consistent and synergistic. Could other promotion tools and media channels have been used, or the same promotion tools and media channels in a different way? Which ones and how?
Evaluation of campaign outcomes
Discuss the extent to which the campaign was successful in achieving campaign objectives. Explain whether the campaign engaged all the target groups of the campaign, and the key message was well understood and appreciated.
Follow-up campaign
Suppose you were responsible for a follow-up campaign to be launched in July 2024. What changes would you make compared with the previous campaign and why?
Introduction
Brief overview of the chosen marketing communications campaign
Example: This report analyses Nike's You Can't Stop Us campaign launched in 2020
Objectives of the report
Example: The objectives are to evaluate the campaign's effectiveness, analyse its integration across channels and propose improvements for future campaign
Background information
Company Overview and Product / Brand Portfolio
Brief history and current market position
Overview of product lines or brand portfolio
Example: Nike's footwear, apparel and equipment categories
Chosen Product, Service or Event
Detailed description of the specific product/service promoted since 2020
Example: Nike's broader brand image and product line, focusing on resilience and unity
Campaign Rationale and Objectives
Explanation of the campaign's purpose and goals
SMART objectives (Specific, Measurable, Achievable, Relevant, Timebound)
Example: Increase brand engagement on social media by 25% within 3 months of campaign launch.
Target Groups
Detailed description of primary and secondary target audiences
Use of segmentation theories (e.g. demographic, psychographic, behavioral)
Example: Millennials and Gen Z consumers interested in sports and social causes.
Creative Idea
Explanation of the campaign's central theme or concept
Application of creativity theories (Torrance's creativity model)
Consumer insight
Discussion of key consumer insights that informed the campaign
Use of consumer behaviour theories ( Maslow's Hierarchy of Needs, Consumer Decision Making Process)
Example: The desire of unity and resilience during challenging times (COVID-19 pandemic)
Alignment with Business Strategy
Explanation of how the campaign supports overall business goals
Application of strategic alignment concepts (e.g. Porter'sGeneric Strategies)
Message Deconstruction
Analysis of the campaign's core message and its encoding
Use of communication theories
Example: The message of unity and perseverance encoded through powerful visuals and voiceovers
Analysis and Evaluation of Promotional Mixes and Media Channels
Evaluation of Marketing Communications Tools
Analysis of 23 tools used in the campaign (e.g.. advertising, public relations, social media marketing
Application of the Marketing Communications Mix model
Objectives for Each Tool
Assessment using the SMART principle
Alignment with overall campaign objectives
Example: Increase Instagram followers by 15% through influencer partnerships.
Sub-target Groups for Each Tool
Identification and evaluation of specific segments targeted by each tool
Use of audience targeting theories (e.g. STP Segmentation, Targeting, Positioning)
Media Channels Critique
Evaluation of traditional, digital, and social media channels used
Application of media planning concepts (e.g., reach, frequency, impact)
Example: Analysis of Nike's use of YouTube for the main campaign video and Instagram's ongoing engagement
Campaign Integration and Consistency
Evaluation of Integrated Marketing Communications (IMC) principles
Assessment of message consistency across channels
Use of brand consistency theories (Brand Equity Model)
Alternative Tools or Channels
Suggestions for additional or alternative marketing communications methods
Justification based on marketing communications theories
Evaluation of Campaign Outcomes
Success in Achieving Objectives
Analysis of campaign performance against SMART objectives
Use of marketing metrics and KPIs (Key Performance Indicators)
Example: Engagement rates, brand sentiment analysis, sales impact
Target Group Engagement
Evaluation of how well the campaign resonated with intended audiences
Application of engagement theories (Customer Engagement Cycle)
Key Message Effectiveness
Assessment of message clarity and impact
Use of message effectiveness models ( AIDA model Attention, Interest, Desire, Action)
Follow-up Campaign Proposal
Proposed Changes for July 2024 Campaign
Outline of new or modified campaign elements
Application of trend forecasting and marketing innovation concepts
Justifications for Proposed Changes
Explanation of how changes address previous campaign shortcomings or capitalize on new opportunities
Use of strategic planning tools (e.g., SWOT analysis, PESTEL analysis)
Conclusion
Summary of key findings and insights
Recommendations for future campaigns
Reflection on the importance of adaptive marketing strategies