Students are to select a new product launch campaign for given brand from a market of their choice and analyse, evaluate and assess the Media tools.
• Brief Background on the market and competition
• Identify communication objectives
• Target group
• Brand Positioning
• What are the media vehicles used?
• Are they integrated?
Criteria: All elements of the marketing mix are coordinated.
Focusing on a single message so as to develop stronger relationships with the customers.
Messages are focused and single-minded messages as these are
processed more effectively by consumers (can use SIMPLE criteria)
• Explain why the choice of media tools is or isn’t appropriate to the situation and why