Instructions:
Start by reviewing the following reading assignments:
Brilliant Marketing by Richard Hall Chapter 16: Creating an Integrated Marketing Plan
7 Ways to Create a Successful Integrated Marketing Plan by Jennifer Lonoff Schiff.
Link: https://www.cio.com/article/2377257/online-marketing-7-ways-to-create-a-successful-integrated-marketing-campaign.html
The goal of this assignment is to demonstrate your understanding the importance of an effective integrated marketing communication strategy.
Deliverables:
For this discussion, you will submit an initial post and respond to a classmates post.
Initial Post (80%) – DUE WEDNESDAY
1. Find an example of a brand within your industry that is creatively using an integrated marketing approach in their campaign. Explain why the integrated marketing approach is unique or innovative. Provide links, videos, and/or pictures to support your explanation.
2. What clear, compelling, and consistent marketing message is the brand sharing with consumers? How is the marketing integrated across multiple platforms? What marketing channels is the brand using to develop an effective integrated campaign? How is the look consistent across channels?
3. Is the brand using digital and traditional forms of advertising in the campaign? What role and advantage does digital advertising have compared to traditional advertising, and vice versa?
4. If you worked for the brand, which KPIs would you assess to measure the campaigns effectiveness?
Response Post (20%) – DUE SUNDAY
1. Review you classmates integrated marketing example. What other marketing channels do you think may be a great addition to the integrated campaign? What is the brand doing well? What might they do dierently?
Grading Criteria:
Download and review the attached rubric.
Discussion Board Policy: Your initial post should be made no later than Wednesday evening at 11:59 pm ET. Your response should be posted no later than Sunday evening at 11:59 pm ET. Initial posts more than two days late will not be accepted for credit. Late response posts are not accepted under any circumstances. You may not edit your initial post beyond the initial post deadline. Posts edited after the Wednesday deadline will be considered late, or not accepted for credit if edited more than one day after the deadline.
