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“Assignment: You individually (or with no more than two other partners in the class) will create an integrated marketing communication campaign proposal for the introduction of a new product brand extension: Aqua Velva Body Wash for Men.
The Problem: Aqua Velva is launching a new product a brand extensionAqua Velva Body Wash for Men. The chief marketing officer and the advertising director at Aqua Velva are providing wide creative latitude to the advertising agencyyouto position this new brand to a target audience that will be most receptive to try the new body wash from Aqua Velva. So you are beginning with a blank sheet of paper. Competitors Axe Old Spice and Dove have already successfully positioned themselves in the market of male body wash personal care products. Aqua Velva must find a unique new position in the market that is truly differentiating with brand benefits and promises directed to a new group of consumers. You will select and identify the best target audience for introducing the new product.
Communication Objectives: 1) Announce the launch of a new Aqua Velva brandAqua Velva Body Wash for Men with a new identifiable target audience; and 2) promote trial purchase of the brand to this new target audience.
Marketing Objective: Gain 10 % market share of mens body wash personal care product category in 18 months.
The assignment requirements to be completed are as follows:
1) Situation Analysis: This is a one to two-page overview of the assignment the succinct history of the product category and the brands development and the objectives you are trying to accomplish. Use the template provided in the assignment. 15 points
2) Consumer Profile: This part of the assignment one page identifies and pinpoints the target audience. You will write a profile of the ideal consumer for this brand identifying their needs and wants demographically and psychographically. This is the target audience to whom the advertising and promotion is directed. 20 points
3) Brand Strategy Statement: This is a fully developed sentence or two that concisely details the benefits of the brand to the consumer and why the target audience should select the brand. 15 points
4) Creative Brief: Write a Creative Brief based on the template provided in the assignment. The Creative Brief is the document usually write by the account planner in the ad agency that is the blueprint and creative direction for the development of the big idea of the campaign. 20 points
5) TV: Develop a :30 second TV commercial with a storyboard and script for national TV broadcast. This video may also be used in digital media online or on YouTube. 20 points.
6) Social Media: Develop a social media campaign using at least two social media in addition to Facebooka total of three social media platforms; you do not need to use Facebook. Your proposal for the social media campaign will be two-pages and include 1) objective of the campaign; 2) the strategy (how the social media platforms used will accomplish the objective); and 3) tactics of each social media describing and illustrating visually how each will function and work. 20 points
7) Promotional Event: Create an event or a sales promotion that may be linked to the TV campaign and/or the social media campaign. This may be a contest event in-store retailing or couponing providing pricing discounts for consumers to try the product. 20 points
8) Plan Book: Items 1-7 above will be placed in a hard copy binder that may be a three ring binder or spiral binding or saddle-stitched that is the final product delivered to the Aqua Velva client. No loose pages unbound or stapled papers will be accepted. The cover page (page 1) of the binder will include all student team member names if applicable. Page 2 will be an Executive Summary of the campaign that provides the strategy and rationale for how the proposed campaign meets the communication and marketing objectives of the client. The remaining pages will include items 1-7 with a brief description of each item and its purpose within the campaign. 20 poin”