INTEGRATED MARKETING (IMC) LOGS

July 14, 2020

INTEGRATED MARKETING (IMC) LOGS

THERE ARE 3 INTEGRATED MARKETING (IMC) LOGS IN TOTAL

You will select one company, and 3 examples in total – one example per IMC log. The final IMC log also includes a total analysis of the 3 examples.
Aim to collect a range of different IMC tools & a range of different media channels.
‘IMC tools’ include advertising, direct marketing, interactive and digital marketing, sales promotion, public relations, sponsorship, personal selling, etc.
‘Media’ include TV, radio, newspapers, magazines, cinema, out-of-home, online/internet, social media, mobile media, etc.
FURTHER INSTRUCTIONS

EACH EXAMPLE PER LOG SHOULD FOLLOW THIS STRUCTURE:
Provide a brief description of

(a) the actual marketing communication itself

(b) the media channel used

Analysis: Next, analyse the example from your perspective as a consumer.

Base your analysis on material covered in lectures, class discussions, and your own reading.

Make sure that you name the concept/principle you use.

LOG 3 requires a discussion of the connections between these 3 IMC.

Finally, from your perspective and experience as a consumer, comment on the message integration of these 3 examples of marketing communication.

NOTES:

Use at least 1 reference to a relevant academic journal article for each of the 3 examples in the IMC Log
Word-count: 2000-2500 words. State word-count.
IMC Log 1: 700 words approximately
IMC Log 2: 700 words approximately
IMC Log 3: 1100 words approximately

‘Please find on the following pages clear instructions/requirements per log”

%	IMC Log 1 (Individual)
40	Introduction	The log provides an excellent discussion of the history of the organisation, size, competitors, position in the market place and Brand Identity.
20	Marketing Communication Message	The log provides an excellent discussion relating to the message of the marketing communication with detail about the brand, product, service etc.
20	Marketing Communication Media Channel	The log provides excellent detail of the channel and where and when you received the communication as a consumer.
20	Marketing Communication Analysis	An excellent analysis of the marketing communication example from your perspective as a consumer using what you consider is the most relevant or appropriate theory concept or principle.

%	IMC Log 2 (Individual)
35	Marketing Communication Message	The log provides an excellent discussion relating to the message of the marketing communication with detail about the brand, product, service etc.
35	Marketing Communication Media Channel	The log provides excellent detail of the channel and where and when you received the communication as a consumer.
30	Marketing Communication Analysis	An excellent analysis of the marketing communication example from your perspective as a consumer using what you consider is the most relevant or appropriate theory concept or principle.

%	IMC Log 3 (Individual)
25	Marketing Communication Message	The log provides an excellent discussion relating to the message of the marketing communication with detail about the brand, product, service etc.
25	Marketing Communication Media Channel	The log provides excellent detail of the channel and where and when you received the communication as a consumer.
25	Marketing Communication Analysis	An excellent analysis of the marketing communication example from your perspective as a consumer using what you consider is the most relevant or appropriate theory concept or principle.
25	Conclusion	An excellent conclusion providing connections between each of the three marketing communications, and discussion of the effectiveness of the message integration from your perspective and experience as a consumer.