Integrated marketing communications
– BRAND TRACK REPORT FOR The DOVE CAMPAIGN OF REAL BEAUTY – video ad ?Dove Real Beauty Sketches? .
Brand Track Report] FOR THE DOVE CAMPAIGN FOR REAL BEAUTY , VIDEO AD DOVE REAL BEAUTY SKETCHES.
Structure for Brand Track report IMC
1.Brand campaign description
a.Name of the brand
b.Name of PR/advertising agency associated with the campaign
c.If possible, name the people involved in the campaign ? such as brand manager, account manager etc.
d.What is being communicated and through which creative approach
e.When, where, how long and how frequently did the campaign run
f.How many different versions were there of the creative?
g.choose THIS media to analyse ? digital media (youtube,.)
h.This sections should be written in short, using bullet points, short paragraphs and clear headings
i.Gather information from: Media reviews, personal experiences, existing empirical data, where you have had difficulties in getting data,
j.Include images, photos, scans, charts, screen shots , own pictures etc
THE STRUCTURE (IN DETAIL) ? Brand campaign descriptors (Guideline: 12,000 words) Essential content: Name and descriptors of the brand being promoted by the campaign. Remember, as this is a branding assignment to look beyond focussing simply on the functional attributes of the product/service offering, or the company. Likewise, consider only corporate situational analyses which focus on the brand, rather than presenting generic corporate data and history The names of the Brand, PR and Advertising agencies associated with the campaign. N.B. There may be several agencies and divisions associated with your campaign. If possible, also include the actual names of the people involved ? such as the Brand Manager, Account Manager, Account Director, Marketing Manager, Creative Director.
Brief description of the campaign, what it is being communicated and through what creative approach. Look to document the main theme and commonalities between each piece of promotion; if there are several being considered: ? When, where, how long and how frequently the campaign ran. For example: ? The name of the Newspaper ? Back page ? Every Sunday, during the months of July to October 2013 ? How many different versions were there of the creative. Because of the amount of information that you have to collect, you may not wish to concentrate on all of the channels used. Therefore you may just analyse print media, or even for example more specifically women?s print media.
Alternatively, you may choose to take a much broader approach; but do be careful of biting off more that you can chew. For example: ? Name of campaign ? Roadside billboard version ? Online short trailer on named website ? TV commercial, on named channel
? Named magazine, cover wrap ? Named newspaper, full page colour advertisement, three different versions ? The sections, channels and positions that the campaign appeared in. For example: ? Sports section within the newspaper, right-hand bottom half page, horizontal, colour ? Named TV channel, commercial break before the 7pm News; and then during the first ? news break, two slots in the same break, with two different creative?s ? The names of the media owner companies, and their media product(s) being used ? e.g. Haymarket Media Group, Haymarket Business Media division, publishers of Campaign India ? Magazine Further guidance: This section need not be written in long-hand and in the interests of brevity, can be written within a report format, short sections ? using bullet-points, short paragraphs and clear headings. It is not expected that you will be able to obtain all of the requested information in its entirety; but what is expected is that you have managed to gather sufficient information: ? Which answers and documents enough of what has been requested within this assignment ? Is a fair representation of the branding campaign in question ? To make this section of use to a branding professional, or academic ? looking to analyse or replicate such a campaign in the future ? Appropriate for a Masters student on a Marketing degree programme, specialising in Branding which demonstrates mastery in researching branding; in a fashion comparable to a Brand Agency or Brand Manager: ? To a level and depth which keeps within the suggested restrictive the word-count. Your research is likely to be a blend of several methods. Therefore you should take an approach in gathering evidence resulting from: ? Structured and systematic literature and media reviews ? Supported by anecdotal evidence, personal observations and experience ? Existing empirical data. ? Where you have encountered difficulties in obtaining information, please state briefly: ? What these have been ? What sources were consulted and what attempts were made, even if unsuccessfully
It is possible that you may have missed certain places or different versions of the campaign in your research. You will not be penalised for these omissions; if you can demonstrate that you have made fair attempts. What is important in this instance is: ? What you did find ? Where you looked ? How you have presented your findings, using appropriate marketing terminology ? That there is no inclusion of irrelevant information, or forms of communication which fall outside of the definitions of advertising ? Please include images, photos, scans, photos taken by you, screen grabs, charts and tables which help to outline your chosen campaign. As your assignment may be submitted online, you should make sure that all of these figures appear within the document; in a format which can be viewed.
Campaign Description –
?Structured and systematic literature and media reviews
?Supported by anecdotal evidence, personal observations and experience ? Existing empirical data.
?Where you have encountered difficulties in obtaining information, please state briefly:
?What these have been
?What sources were consulted and what attempts were made, even if unsuccessfully
Please ensure that all the information which you have gathered is properly Harvard referenced and please use at least 8 different sources and all sources should be academic , pls include charts, pictures, etc
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