What is the purpose? •Demonstrate your comprehension of the IMC concept and practice. •Provide your analysis of the chosen IMC campaign.
What is the format? •Reaction paper according to the format in the following guide. What is the Required Content, Procedure, and Evaluation?
•Procedure:For this assignment, you choose an IMC campaign of your interest (see the list of archives below. The campaign should be after2019 (not before). You will review the campaign and writea 3 page (no less than), single-spaced reflection. In this write-up, you will be graded on your insight on the strategy of the campaign, and your ability to link campaign features to IMC principles.Simply providing a summary or description of the campaign will not receive high scores.
Your reaction paper assignment will ask you to address specific areas (this is your choice of interest; choose what you want to focus). You must list each area as asub-head (separate section)in your write-up and each area should feature relevant principles from class discussions and your text. A reflection paper must be submitted through the course Brighspace shell as aWord document (no pdf). You must use 12-point Times New Roman font, single space, one-inch margins all around. Deadlines are listed on the syllabus.
•IMC Archives: CLIOhttps://clios.com/awards/winners AdForumhttps://www.adforum.com/ Ads of the Worldhttps://www.adsoftheworld.com/ Advertising Age https://adage.com/ WARChttps://www.warc.com/ Cannes Lionshttps://www.lovethework.com Effie Awardshttps://www.effies.com.au/Winners-.aspx AME Awardshttps://www.ameawards.com/ ispot.tv.https://www.ispot.tv/browse •Evaluation Criteria/Rubrics:See Page 2 •Content:The specific content is provide1d below.
Reaction Paper: Sub-heading guide
(1)Overall advertising/IMC strategy: Discuss theoverall advertising/IMC strategyof the campaign? (e.g., segmentation, targeting, brand positioning). If possible,discuss how it addresses campaign goals.
(2)Message strategy: Discuss the message strategy (e.g., message appeals, main points). If possible, discuss how it may resonate with target audience.
(3)Media/Channel strategy:Discuss the message delivery approaches no matter what the channels are. (e.g., mass media, PR, sponsorship, digital, social media, games, apps). If possible, discuss how it connects to target audience media behavior.
