Marketing 310 Public Relations Marketing Term Paper Outline Fall 2004 Topic due date Monday October 4 2004 Paper due date Monday November 29 2004 Each student must apply the topics from this course book which are introduced and explored in this class to an organization selected by the student This application project forms 10 of the final grade and takes the form of a paper which must be word processed and no longer than 12pages Students will select a business or other entity non profit special interest group government politician celebrity either real or fiction and discuss and evaluate the marketing communications strategies and tactics employed by that person Outline Study IMC planning model in Chapter One to gain insight as to what will be involved in developing the IMC planning model 1 Analyze the marketing situation analysis for the product or service you have chosen Important areas to address include the marketing strategy and plan for the product service the relevant competition and the marketing programs that will be used in terms of various marketing mix variables and an analysis of the of the environmental factors and how they will impact the marketing and promotion of your brand Chap 2 2 Determine how you will organize your company for advertising and promotion You must develop an internal organization chart and specify whether you are going to use a centralized or decentralized system and whether you will use an in house agency or hire an outside agency If you decide to use an outside agency you should specify what type of criteria you will use for selecting an agency and what type of agency compensation system you will use and why How will you evaluate the performance of the agency Attention should also be given as to whether you will be using any specialized marketing communication services such as direct response agencies sales promotion agencies and public relations firms Would you prefer to use a large agency that has all of these integrated services capabilities Chap 3 3 Analyze the consumer decision making process for your product or service Explain what factors would motivate this purchase the search process what attributes might be important at the alternative evaluation stage the degree of problem solving etc What external factors might influence consumers decision making process for this product or service such as culture subculture social class and reference group What are the implications of your consumer behavior analysis for the development of your IMC plan Chap 4 4 Specify the various stages in the responses process through which consumers will have to pass before purchasing your product or service Discuss the implications of the response process model you feel is applicable for the development of the IMC plan for your product or service Chap 5 5 Discuss some of the options you are considering for the three major communications variables of source message and channel or medium Who will be the source or communicator for you advertising campaign and what is the rationale for this choice What type of message are you considering using for your campaign Will any of the message structures or types of appeals discussed be relevant to your campaign Analyze the various channels that might be used to communicate with your target audience You should analyze the various source message and channels factors with respect to how they will impact the stages of the response hierarchy Chap 6 6 Specify the specific advertising and promotional objectives for your IMC program Describe how your objectives have evolved from the marketing and promotional situation analysis you conducted for your product or service Explain whether you are using sales or communication objectives and the rationale for your choice Do your objectives satisfy the criteria specified by the DAGMAR model What promotional mix element will be used as the source of the big idea around which your IMC program will be developed Why have you chosen to lead with this marketing communication tool How will other promotional mix tools be used to help you achieve your IMC objectives Establish an IMC budget Explain the basis for this budget amount Start thinking about allocation decisions to follow Chap 7 7 Develop the copy platform that contains the basic creative strategy for your advertising campaign What is the advertising theme chosen for your product or service Are any unique approaches being used such as unique selling property or service Are any unique approaches being used such as unique selling proposition brand image inherent drama or positioning as the basis for the major selling idea 8 Specify the advertising appeal and execution style that will be used to implement the ad campaign What is the advertising theme chosen for your product or service Are any unique approaches being used such as unique selling property or service Are any unique approaches being used such as unique selling proposition brand image inherent drama or positioning as the basis for the major selling idea Chap 9 9 Present specific media objectives Include a profile of the target audience s Develop a broad media schedule Explain what creative aspects and mood must be taken into consideration Chap 10 10 Analyze the role of television and radio in the media plan for the product or service Your analysis should focus on how TV and or radio can be used to reach the target audience and help achieve your media objectives What are the advantages of using TV and or radio What percentage of your media plan will be devoted to broadcast media What specific programs are used in the media schedule and why Chap 11 11 Analyze the role of magazines and newspapers in the media plan for you product or service Your analysis should focus on how magazines and newspapers can be used to reach the target audience and help achieve your media objectives What percentage of the media budget will be devoted to magazines and newspapers Chap 12 12 Are a variety of support media included in the media plan The absolute and relative costs should be shown and a rationale for their inclusion should be provided Chap 14 13 Can the product or service be marketed through direct response media If not explain why not If so include in the plan the direct media to be used the cost budget allocation for their inclusion should be provided Could this product be effectively marketed through the Internet If so develop web strategies Chap 14 14 Discuss if sales promotion is used