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 - i've attached the project i did last week and you submitted the unit 1 work to me two weeks ago so you should have it. 

 

MKTG408 Professional  Application

You are continuing to work with the same business used in the Units 1 and 2 Individual Projects. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.

Part 1: Background Analysis

Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.

  • List and analyze the top 3 critical issues.
  • Determine what issue must be addressed in this new campaign.

It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library’s full-text databases.

Part 2: Creative Brief

  • Communication objectives: Specify the communication objective(s) for this campaign
  • Target market: Identify the segment(s) you will target with this campaign
  • Major selling idea: What's the single most important thing to communicate to achieve the objective?
  • Key benefits: Explain why the target market should believe the major selling idea

This section of the paper should be 3 pages in length and uses research from the text to back up choices.

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length

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