You are not required to invest time in developing a business idea or a business plan. However, it is important to develop an IMC campaign that will help the organization achieve corporate goals and marketing objectives. The cost of the IMC campaign should not exceed the expected increase in sales. Your IMC campaign should include the following.
A two-page document outlining
- Identify the Brand in the Topic Proposal (MY BRAND IS APPLE)
- Select a brand.
- Describe the brand and underlying brand concept (the brand concept for Disney has been described as family magic—every product, service, and promotional tool must fit with this).
- What is the brand problem that needs to be solved (e.g., increase awareness)?
- Target market—What is the profile of the typical customer (demographics, lifestyle, usage pattern)?