For this assignment, you select either your organization or one with which you are familiar. Imagine that you have been tasked with marketing one of the existing products or services of the organization. Draft an IMC campaign proposal to present to your manager.

“IMC Campaign, Part I: Initial Proposal”Overview:For this assignment, you select either your organization or one with which you arefamiliar. Imagine that you have been tasked with marketing one of the existing productsor services of the organization. Draft an IMC campaign proposal to present to yourmanager.Goals:To provide practice and the opportunity to demonstrate your abilities in the followingareas:• Target markets• Communication and decision-making processes• Cultural nuances• Objectives (SMART)• Estimated budget
Guidance and Expectations for AssignmentType of Assignment: PaperLength: 2,500 wordsGuidelines:Using the following resources• Belch, G., & Belch, M. (2014). Advertising & promotion: An integrated marketingcommunications perspective (Global ed., 10th ed.). New York, NY: McGraw Hill.• In addition, feel free to use other Learning Resources from Modules 1 and 2 thatyou find relevant.Write a report in which you address the following:• Target markets: Select only one or two of the organization’s specific targetmarkets. Explain your choice of audience including why it is the best fit forthe campaign.• Communication and decision-making processes• Cultural nuances• Objectives (DAGMAR or SMART)• Estimated budgetCourse: Integrated Marketing CommunicationsThis report should be structured as follows:These notes are intended to be used for guidance with your assignments to allow you tosee what we are working toward for your final hand in assignment. Below is anexample of structure and what you might include for a full IMC campaign plan(expected for Hand-In Assignment 2). Please be aware that there are other structuresyou can pursue but this can help you contextualize the elements that are expected to beincluded in each part and give you a starting point.Executive SummaryThe executive summary always precedes the body of the integrated marketingcommunications plan and introduces the plan by providing a brief, 1-page summary ofthe main conclusions in the report. This should come before the contents and is notincluded in the word count.Context and BackgroundThe background part briefly describes your company’s history and gives a description ofthe product or service you will be marketing. Include features, structure, and othercomponents of the product or service that are important to the marketing plan. Youshould not write too much on this part and can include 2 pages as an Appendix if thereis any further information you want to provide on your organization.Situational Analysis (External, internal factors, competition)Here, examine some of the factors relevant to your organization and how they willimpact the IMC campaign planningIMC Plan and Target Market SpecificationsDescribe your target market, including its demographics as well as the product orservice’s benefits to the target market, and how the target market currently perceive thecompany. Be thorough and clear, as the better you understand your target market, themore effectively you can tailor your marketing campaign to it.IMC ObjectivesRemember to make these specific, measurable and attainable for your selected marketwith reference to identifiable outcomes.Projected Promotional Budget Needed Allocate a budget for each aspect of yourmarketing strategy. Determine which department in the company will take care of eachaspect, or whether you will outsource part, or all, of your marketing plan.

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