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Presentation/PPT
27/08/2022
Integrated Marketing Communications is about Communicating the BRAND image and values to a variety of Target Audiences using a Communications model. Therefore we have to understand the BRAND and also the TARGET AUDIENCE. Part 1: Using your creative thinking and analytical skills, this assessment task requires you to create a mood board for a designated Brand. A mood board is a visual collage of images, photos and pieces of text. This client can be your choice. Choose a Brand that you are familiar with. Please DO NOT use very well known Brands such as: Nike, Apple, Microsoft, any well known Car Brands. Seek approval from your Tutor via Blackboard Discussion Board for selection of your Brand. Using Kapferers brand prism as your foundation (see Week 2 learning materials), the purpose of this assessment task is to define the clients brand identity and enrich your understanding of how brands express and differentiate themselves from competitors. You will be required to make sound judgements and critiques that reflect the responsibilities of Organisations in national and international business contexts. Please ensure you have read the Kapferer readings in the Week 2 learning materials. Your mood board and Persona will lay the foundations for your understanding and approach to Assessment 3: IMC plan. Part 2: The other side of the Communication Model is the Target Audience. To gain greater insights into the people who may be current and/or future customers we need to work through the Segmentation process (see week 3 learning material) and from there create a number of Personas for the different segments you have identified. This enables to the Brand to communicate much better with the Target Audiences.
Assessment details: Part 1. Creating a Moodboard Mood boards are used for inspiration, analysis and strategy building – theyre commonly used in marketing, advertising and fashion. For this assessment, you will be required to analyse and visually define the brand identity of the client using the six dimensions of Kapferers brand prism: 1. physique 2. personality 3. culture 4. relationships 5. reflection
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