Promotional Marketing; Learning Portfolio – Explain the basic features and philosophy of the integrated marketing communications concept custom essay

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Investigate various communications environments and recommend strategies for deciding which integrated marketing communications elements to use in which combinations in dynamic circumstances

Assignment 2A: Learning Portfolio
Due Date: Week 11
Assessment Value: Worth 40% of final mark for the unit.
Length: 4,000 – 5,000 words

Learning outcomes
Explain the basic features and philosophy of the integrated marketing communications concept + Investigate various communications environments and recommend strategies for deciding which integrated marketing communications elements to use in which combinations in dynamic circumstances.

Task
Expand your knowledge on five topics by researching, analyzing, and writing a portfolio, with inclusion of three news media and three creative examples. The five topics are:
1. The Internet
2. Advertising
3. Sales Promotion
4. Direct Marketing
5. Public Relations
You are required to report on the following (use the marking guide structure):
* What are the three news media and three creative examples for each topic?
* Why did you choose the three news media and three creative examples for each topic?
* How did the six examples (three news media and three creative) expand your knowledge of each topic?
* Conclude on how your research and analysis of the six examples under each topic have expanded your knowledge on IMC – to the extent that you can advise other small businesses on how to synergistically use the Internet, advertising, sales promotion, direct marketing, and public relations.
The news media and creative examples do not have to relate to one another. They can be related if you wish to, for example, you read a news media article about the rise in Internet advertising and you find an example of the Internet advertisement mentioned in the news article. However, you must not use the same examples for different IMC topics.

You must include snapshots of the news media examples (not the full articles) and the creative examples.

Learning Portfolio Guide:
A news media example is a news story reported by news media (newspapers, magazines, etc). The advertising agency, public relations firm, or the client creates a creative example to sell an idea, such as a website, a blog, an online or print advertisement, a sales promotion leaflet, a direct mailer, and a news release posted on the website or sent to the news media. Following are suggestions only:

Internet news media examples
1. Article on the increasing use of social media by young people
2. Article on the cultural dangers of the Internet
3. Article on the rise in Internet advertising
Internet creative examples
1. A company website
2. A viral advertisement sent through the Internet or posted on You Tube
3. An online advertisement
Advertising news media examples
1. Article on advertising market share by media
2. Article on sponsors dropping Tiger Woods as an advertising spokesperson
3. Article on a new advertising campaign
Advertising creative examples
1. The actual campaign written up by the new media [item 3 above)
2. An advertisement you like
3. An advertisement you dislike
Sales Promotion news media examples
1. Article on popularity of movie sales promotion tie-ups
2. Article on consumer complaints about fast food promotions
3. Article on a culturally insensitive sales promotion campaign
Sales Promotion creative examples
1. A poster on a movie sales promotion tie-up
2. A leaflet on a sales promotion activity
3. An actual advertisement on a culturally insensitive sales promotion
Direct marketing news media examples
1. Article on the rise of direct marketing
2. Article on a consumer marketer using direct marketing
3. Article on privacy concerns of database marketing
Direct marketing creative examples
1. A department store’s direct mailer
2. A direct response advertisement
3. An infomercial
Public Relations news media examples
1. Article on Toyota Prius car recall
2. Article on BP oil spill
3. Article on McDonald’s donation to a charity
Public Relations creative examples
1. A corporate PR advertisement
2. A public apology on a corporate website
3. A corporate news release

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