You are the new account manager for the communication agency that handles integrated marketing communication (IMC) for the Special K brand. Your first decision is to conduct an IMC audit (review all IMC elements for the current strategy). You’ll need to do the following:
1. Identify and discuss advertising strategy, including major media classes (i.e., TV, mobile, social media, radio, websites, etc.). Here are examples:
- 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 target 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.).
2. 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?
3. Identify and discuss/explain events sponsored (or created) by Special K – why are they doing it?
4. 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?
5. Identify and discuss/explain interactive marketing efforts (online/digital/social media) – why are they doing it?
Need references. 2 to 3 pages.
