Explain the key stages of the communications planning process

Assessment Information

This assignment is designed to assess learning outcomes: 1. Explain the key stages of the communications planning process. 2. Define and evaluate appropriate measures for evaluating marketing communications activities. 3. Analyse an advertising campaign for a particular business scenario. 4. Explain how the creative idea and relationships are managed when using a range of marketing communications agencies and evaluate the selection criteria for choosing the agencies. This is an Individual assessment: You must complete both Task A and Task B of the coursework. Task A: 1700 words You are required to analyse a 2018/2019 advertising and marketing communications campaign for a UK soft drinks brand. You should collect the following information & include it in your report (note- report format please): – A copy of the current press, magazine, Out of Home (OOH), online or TV advert. (Photos of the TV advert and a link will be required.) – Any publicity details (Public Relations) or direct marketing details. – Sponsorship details & sales promotional details (if applicable). – Copy of the company and/or brand’s (or the campaign’s) website homepage. – An analysis of the brand’s social media presence. To help in the analysis of your chosen campaign, it is advisable to use the following framework taken from the Marketing Communications Planning Framework, Fill (2009). – Context Analysis (or situation analysis) for your chosen brand/product/service, including customer details and their consumer buyer behaviours. – Marketing Communications Objective(s): what are the communication objectives for your chosen campaign? (Recommended use of the DRIP framework). – Marketing Communications Strategy (& position): What is the brand position, and how does the brand communicate this? Please include a perceptual map, plotting your chosen brand vs direct competitors. – Communications methods: What is the main message/design of message and what marketing communications tools are being utilised in this campaign? – Scheduling: What are the (rough) timings of the marketing communications campaign? – Resources (financial & human resources): Financial resources – refers to the overall cost/budget for the campaign. The human resources refers to details about who designed the campaign (i.e. which advertising or creative/media agency were involved and why were these selected). – Control & Evaluation & Feedback: How and when do you think the campaign’s success will be measured and monitored? Part B: 800 words Based on your analysis in Part A, recommend how the organization can improve the effectiveness of the campaign. Use theory to justify your suggestions. Helpful information Use the Creative Club database on the University e-Library (Locate) to find an advert, or you can cut out an advert from a magazine or newspaper. Use Business Source Complete/EBSCO to access information about your chosen brand. Details about UK campaigns are available via trade magazines (eg. Marketing, Marketing Week, The Drum, PR Week, Campaign, etc), which are available in the Library, or online and the Brand Republic website (www.brandrepublic.co.uk)