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Task description Imagine you are the IMC manager for an Organisation and have been made aware that one of their products needs an IMC campaign. You need to select an Organisation and one of their product offerings for this assignment. Before you can proceed however you need approval from the Executive Management Team (EMT). As part of your submission to the EMT for the approval of resources – both staff and funding – you need to prepare a Briefing Document that outlines: • why the campaign is needed and the background of the competitive landscape. • the communication objectives of the campaign; • the desired target audience, including Personas • an outline of your IMC Plan and request for budget allocation. The objective of the submission is to convince senior management that the campaign is necessary and the objectives are attainable and measurable. The submission will need to be based on sound research and analysis with good supporting arguments. Purpose This assignment is designed to: • Encourage you to think about the rationale or reason for individual IMC campaigns • Assist you in developing measurable, realistic and achievable objectives specific to IMC activity • Help you apply the Communications Process Model to IMC campaigns to achieve the desired response. Assignment format The final submission must include: • Swinburne cover sheet – available on Blackboard • Title Page which must show title, unit code & name, student name & ID number, tutor name, word count & date It must be written in a professional manner and have been spell-checked and proof-read (edited). Suggested structure is: • Introduction – approximately 100 words on the focus of the report Background – description of the selected organisation and product and why the campaign is needed. Include brief description of major competitors (approx.. 300 words). • IMC Objectives, Target Audience including Personas, campaign description, approximate budget and how you plan to measure the results of your Campaign. Approximately 1,500 words for this section supported by a brief explanation of the key theory/ies supporting your approach. • Recommendations – about 100 words Recommending to the EMT the actions you wish them to take. • References

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