Homework answers / question archive / MKT401 – Assessment 2 60% of TMM Individual Promotion Campaign Name: Tutor: Date: Note: Make sure that you submit your video advert via video submission link TASK: • In assessment 1 of this module, you have worked in groups to introduce a new/innovative and ethical/responsible brand and an appropriate Extended Marketing Mix to launch it to the market

MKT401 – Assessment 2 60% of TMM Individual Promotion Campaign Name: Tutor: Date: Note: Make sure that you submit your video advert via video submission link TASK: • In assessment 1 of this module, you have worked in groups to introduce a new/innovative and ethical/responsible brand and an appropriate Extended Marketing Mix to launch it to the market

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MKT401 – Assessment 2 60% of TMM Individual Promotion Campaign Name: Tutor: Date: Note: Make sure that you submit your video advert via video submission link TASK: • In assessment 1 of this module, you have worked in groups to introduce a new/innovative and ethical/responsible brand and an appropriate Extended Marketing Mix to launch it to the market. • It is now time to work independently to Individual Promotion Campaign. • Drawing on the previously developed 7Ps of Marketing, individually submit a 1000-word IPC Plan for the launch of the same brand using this template. All the requirements and related guidance is provided within in this document. 1- Buyer Personas & Customer Insights (5%) A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. In these tables below, bring in the buyer personas that you identified/developed in your assessment 1. Persona element Demographics Psychographics Webographics Persona #1 Here What was the data source Persona element Persona #2 Here What was the data source Persona #3 Here What was the data source Demographics Psychographics Webographics Persona element Demographics Psychographics Webographics Consumer insights are data that are derived directly from the customers. The raw materials of consumer insights are user-generated content which may include reviews, social media posts, and comments on websites. In the table below, research and capture the consumer insights linked with the buyer personas. Persona Customer Insights Which Digital/Social Platform Persona # 1 Persona # 2 Persona # 3 2- Digital and Social Media Channels (20%) Identify three most suitable digital and social media channels such as YouTube, Instagram, Facebook, Website etc. aligned with your buyer personas and customer insights. In your justifications draw links to the key characteristics, and target audience of the chosen media channels and their advantages/disadvantages. Strategy: Pre-purchase, purchase and post-purchase Digital Objective being toolbox achieved element Email Website Persona 1 Persona 2 Persona 3 Strategy: Pre-purchase, purchase and post-purchase Digital Objective being toolbox achieved Persona 1 Persona 2 Persona 3 element Online PR Search engine marketing Blogs Social networks Social media advertising UX Site design Now justify the choices made above. In your justifications, draw links to the key characteristics, and target audience of the chosen media channels and their advantages/disadvantages. 3- Communication Objectives (5%) Set appropriate communication objectives using REAN approach to target your buyer personas. Area Your objectives Strategy and Tactics Proposed Reach Engage Activate Nurture 4- Promotional Material and Messages (40%) Now it is time to develop IMC content, this should include One-minute video advert (25%) for the brand. You are to submit that separately as video submission. The recommended format is .mp4. Please confirm here that you have uploaded the video as on the BB. I confirm (Name) and (Date). 3 Social Media Posts and 1 poster (15%) Include here the social media posts (3) and poster (1). Remember this should align with your choice of media channels that you presented before. Social Media Post #1 Social Media Post #2 Social Media Post #3 Poster #1 5- Academic Rationale and Evidence (10%) Provide academic rationale and evidence of your proposed IMC Content (Promotional Material) (10%) 6- IMC Launch Plan Timeline (5%) How are the key stages of purchase are covered? Which promotional materials and messages will be used? Stage The social media framework Pre-purchase Awareness / consideration Purchase Conversion Post-purchase Evangelism How do we achieve this element? How long is the promotional campaign, enter the key dates/weeks, milestones or events that need to be planned for this promotional campaign. Date/Week Milestone Plan Presentation (10%) Overall Impression (5%) Total (100%)