Limited Time OfferFLAT 20% off & $20 bonus sign up. Order Now
New! Hire Essay Assignment Writer Online and Get Flat 20% Discount!!Order Now
Develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.
Based on your report findings in assessment 1 and your creative brief, you are required to design a 6 month IMC program for Samsung’s redesigned message addressing the recent “exploding battery” crisis. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
The marketing communication goal would be to improve the brand image of Samsung and clear the miscommunication generated regarding the Samsung Note 7 incidents. The aim of this campaign is to ensure that Samsung phones are completely safe to use and they have been prepared by adhering to all safety compliances.
Samsung has won the best global brand award in the year 2015. We apologize for your bad experience regarding the exploding battery crisis of Note 7. Please be aware that we take utmost care in designing our products and our mobile handsets comply with the industry safety compliances. We assure you that we would provide you world class products with zero defects.
The key target audiences would include the people from age group 15 to 45. The key target customers are people who follow latest technology trends.
Advertising- Detailed advertising in TV, hoardings, Radio advertisements, Online advertising
Public Relations- Event Sponsorships, Public speaking
Direct Marketing- Word of mouth advertising, Distribution of pamphlets/brochures
Sales Promotion- This would be done through the use of social media promotion
Type of Campaign | Reach | Frequency | Budget ($) | Timeline |
TV | 2 million | 4 times a day | 10,000 | 1st month |
Hoardings | 3 million |
| 5,000 | 1st month |
Radio advertisements | 1 million | 5 times a day | 2,000 | 2nd month |
Online advertising | 4 million | 7 days | 8,000 | 2nd month |
Event Sponsorships | 0.5 million | 2 events per month | 7,000 | 3rd month |
Public speaking | 0.5 million | 3 events per year | 4,000 | 4th month |
Word of mouth advertising | 1 million | Na | 2,000 | 5th month |
Distribution of pamphlets/brochures | 1 million | 3 times in 15 days | 3,000 | 5th month |
Social media promotion | 4.5 million | 25 days | 9,000 | 6th month |
The three campaign evaluation methods that would be used to evaluate the Integrated Marketing Communication is done as under-
Process evaluation- Campaign evaluation would be done which would measure the direct as well as indirect outputs. The degree of goal accomplishment would be measured
Outcome evaluation- It would assess outcomes within the target audience as an output of the campaign strategies as well as activities.
Impact evaluation- This level would measure the community level changes so that aggregate results of the campaign is achieved. The effects on the campaign on the individual behavior and behavior sustainability would be measured. There would be also attempts which would explore the effects brought in by the campaigns?
Which message worked for the audience?
Which form of campaign provided maximum results?
What are the outcomes achieved from each marketing mode?
Was the targeted number of people reached?
What was overall customer reaction regarding Samsung?
What are the views of customers against Note 7 mishap?
Has there been any affective changes in customer belief?
Blair, M.K., 2017. Using digital and social media platforms for social marketing. Social Marketing and Public Health: Theory and Practice.
Copley, P., 2014. Marketing communications management: analysis, planning, implementation. Sage.
Emmanuel, C. and Eriksson, E., 2016. The role of CSR engagement in the Internal Brand Building process: An exploratory study of Service firms.
Ewing, M.T., Stewart, D.B., Mather, D.R. and Newton, J.D., 2014. How contagious is your viral marketing campaign?. Journal of Advertising Research, 54(2), pp.205-216.
Fuchs, C., 2017. Social media: A critical introduction. Sage.
Grifoni, P., D'Andrea, A. and Ferri, F., 2013. An integrated framework for on-line viral marketing campaign planning. International business research, 6(1), p.22.
www.samsung.com.2017. [online] Available at: http://www.samsung.com [Accessed 31 May 2017].
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
SHAN, M.X., 2016. Analysis on Thermal Runaway of Lithium Ion Battery. DEStech Transactions on Materials Science and Engineering, (ammme).
Tucker, C.E., 2014. Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), pp.546-562.
No matter how close the deadline is, you will find quick solutions for your urgent assignments.
All assessments are written by experts based on research and credible sources. It also quality-approved by editors and proofreaders.
Our team consists of writers and PhD scholars with profound knowledge in their subject of study and deliver A+ quality solution.
We offer academic help services for a wide array of subjects.
We care about our students and guarantee the best price in the market to help them avail top academic services that fit any budget.
15,000+ happy customers and counting!