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Presentation/PPT
27/08/2022
BMA612 Integrated Marketing Communications | Assessment 3b Campaign Report Information Sheet 2021 You are required to submit one file to MyLO: Written document prepared in Word using one of the followinalue: 45 marksTopic: IGA-campaign report to encourage Tasmanianshoppersto shop at local IGA storesAssessment Information Your pitch was successful,and your agency has won the account. Congratulations!Now you are required todetail your research, discuss the theories underpinning your decisions for the campaign and clearly present your proposed ideas for the campaign in a written report. In this scenario-based assessment, consider that your report will be read by the clientsmanagement team as the end-user.The client has requested the campaign to run for six-months (initially) so please plan accordingly.The report should be written in clear, distinct sectionsusing the headings provided below (you may wish to also add in your own additional sub-headings if required). Provide a detailed discussion of the following:1. Situational AnalysisThe current position of the organisation, with specific focus on the capabilities of the organisation to serve and communicate to the selected target audienceneeds to be explained.Situational analysis needs to be explained through industry analysis and competitor analysisa. Industry Analysis-Explanation on industry the organizationoperating in, information on size and potential sales volume of the industry.b. Competitor Analysis-Description on the competitive environmentneedsto be explained. Brand positioning of the competitors may be discussed.2. Brand Equity:The elements of brand equity that relate to the brandneeds to beexplainedBrand AwarenessBrand ImagePoint of Differentiation3. Market SegmentationDescription onhow you are segmenting the market for the campaign from below mentioned perspective.Demographic Geo-demographic Psychographics Benefits segments
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