MGMT354 Purdue Global Apple iPhone XS Max Product Proposal Paper
Question Description
ASSIGNMENT
Most promotional campaigns are planned far in advance of implementation. The process for developing a campaign for a product or brand starts with a framework of all the items needed within the planning. This framework or outline will include the various IMC activities. Marketing managers will usually ask assistants and associates to gather information for the framework. A complete understanding of what goes into an IMC plan will help a marketer’s career path.
For this Assignment, you are to select a single product that will be used throughout the course and result in a completed Course Project. This first part is where you create a framework for an IMC campaign to promote the product for a 1-year period. You may select a product that is new, existing, or being repositioned. Be sure to explain the choice in your product proposal.
The objective is to make the most effective and consistent use of all marcom functions and to influence or control the impact of their communication elements.
Part 1: Product Proposal
Note: You may choose a product (goods or services) from an existing business or organization with which you have a connection, or choose a new product for a local organization with which you are familiar.
Submit your response to the following questions in paragraph format as a product proposal.
Name the product and briefly describe it. This is the product you will produce promotional materials throughout the course.
What is the brand name of the organization that is marketing the product?
Will your product be marketed locally, domestically, or globally? Briefly explain the differences in relation to promotions planning.
Part 2: IMC Plan Outline
Generally, describe in outline format the six key parts of an IMC campaign plan for your selected product. Be sure you designate if the market is business or consumer.
The outline is useful as a guide for the planning document, but more importantly, it also identifies the key strategic decisions that guide various sections of an IMC campaign plan.
I. Situation Analysis
Background research
SWOT: strengths, weaknesses, opportunities, threats
Key communication problem(s) to be solved
II. Key Strategic Campaign Decisions
Objectives
Target and engaging stakeholders
Brand positioning strategy
III. Marcom Mix
Platforms and objectives
Synergy
IV. Message Strategy
Key consumer and brand relationship insights
Message direction
Strategic consistency
V. IMC Media and Contact Points
Multimedia and multichannel
Multiplatform
Contact points
VI. Management and Campaign Controls
Budgeting
Evaluation of effectiveness
Directions for Submitting Your Assignment
Before you submit your Assignment, you should save your work on your computer in a location and with a name that you will remember. Make sure your Assignment is in the appropriate format (Word®, Excel®, PowerPoint®, or other), then proofread the entire Assignment. When you are ready, you may submit it on the Dropbox page.
Review the complete Unit 1 Assignment details and rubric.

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