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Integrated Marketing Communication & Hierarchy of Effects Theory solution
Integrated Marketing Communication & Hierarchy of Effects Theory
Table of Contents
| Order ID# 45178248544XXTG457 | Plagiarism Level: 0-0.5% | Writer Classification: PhD competent |
| Style: APA/MLA/Harvard/Chicago | Delivery: Minimum 3 Hours | Revision: Permitted |
| Sources: 4-6 | Course Level: Masters/University College | Guarantee Status: 96-99% |
Instructions
Integrated Marketing Communication & Hierarchy of Effects Theory
Description
Discussion-1
You are the new account manager for the communication agency that handles integrated marketing com
munication (IMC) for the Special K brand. Your first decision is to conduct an IMC audit (review all IMC el
ements for the current strategy). You’ll need to do the following, which you should submit as a discussion post:
Identify and discuss advertising strategy, including major media classes (i.e., TV, mobile, social media, rad
io, websites, etc.). Here are examples:
Link: https://www.ispot.tv/ad/w0Fn/special-k-women-eat
Link: https://www.ispot.tv/ad/oTOs/special-k-keep-it-real
Link: https://www.ispot.tv/ad/Ir2L/special-k-feed-your-change
Link: https://www.ispot.tv/ad/Ix_l/special-k-protein-everybody-has-a-more
Describe the target audience demographically as well as psychographically (lifestyle, values, motives, etc.).
What is/are the objective(s) (i.e., awareness, informative/knowledge, attitude change, behavioral incentive, other)?
Based on the objective(s), how would you describe the communication ‘problem’ or need/want for the tar
get audience?
- What is the general message the brand is communicating to the audience? This is the essence of the brand meaning that is shared among all Special K products (i.e., cereal, protein bars, breakfast bars, etc.).
Identify and discuss/explain all forms of consumer sales promotion utilized (i.e., coupons, price-
off, contests, sweepstakes, sampling, other – distributed through any/all media). Why are they doing it?
Identify and discuss/explain events sponsored (or created) by Special K – why are they doing it?
- Identify and discuss/explain PR and publicity utilized by the brand (might include positive or negative stories created by other sources) – why are they doing it?
Identify and discuss/explain interactive marketing efforts (online/digital/social media) – why are they doing it?
- Answer should be backed up by research and not just your opinion. All citation should be in APA format.
Discussion-2
Read the Hierarchy of Effects Theory article (see link below). Reflect on a recent purchase experience you had with a new product or service. Address the following questions:
- Outline each of the six steps in the Hierarchy of Effects process: Awareness, Knowledge, Liking, Preference, Conviction, Purchase
What were your experiences as you went through the process of purchasing the product or service?
- What marketing mediums were effective? What was not effective?
Is there anything that you would have approached differently?
Article Link: https://www.mbaskool.com/business-concepts/marketi…
Integrated Marketing Communication & Hierarchy of Effects Theory
RUBRIC
Excellent Quality 95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support 91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology 58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%
37-1 points The background and/or significance are missing. No search history information is provided.
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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