Description
XS005_24210_A2-finish 3. situation analysis section -5 pages
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IMC Written Report Guidelines (Assessment Task 2)
Structure
Follow structure in the textbook (Waller 2012). For
more information for each section, please refer to
the book.
1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. SITUATION ANALYSIS
•
Marketing Mix Analysis
•
Company Analysis
•
Customer Analysis
•
Competitor Analysis
•
Environmental Analysis
4. OBJECTIVES
5. BUDGET
6. TARGET AUDIENCE
7. COMMUNICATION STRATEGY
8. CREATIVE STRATEGY
9. MEDIA PLANNING
10. MEDIA STRATEGY
•
Advertising
•
Public relations
•
Sales promotion
•
Direct marketing
•
Personal selling
11. CAMPAIGN EVALUATION
12. CONCLUSION
Report Size
The final report should be between 20 – 25 pages in length (double-spacing, Times New
Roman 12pt) excluding references and appendices. It is fine if you are slightly over or under
these page limits.
1
Note: Copies of ads should be included in the appendix
Referencing
The aim of the group project is to provide an opportunity to apply the knowledge and skills
being studied. Therefore, recommendations must be supported by reference to relevant
theories, concepts and frameworks.
You should use APA (American Psychological Association) referencing style. For more
information, please refer to the UTS Library website.
https://www.lib.uts.edu.au/referencing/apa
2
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