Abraham Baldwin Agricultural College Rice Krispies Marketing Strategies Essay

Description

Having an integrated communication strategy is of vital importance to the success of a brand. Integrated communication means that all of the key stakeholders in the company understand the product’s position in the marketplace. Before any marketing decisions are made, key stakeholders make sure that they represent the brand in the correct way.

Companies will often create brand identity guidelines to ensure that every piece of advertising has the same look and feel. An example of an award-winning integrated communication strategy is the Snickers You’re not you when you’re hungry campaign. This article discusses this campaign.

Deliverable: This assignment is a 35 page paper. You should include videos, links to Web sites, and examples of advertising.

Select any brand of cereal, and detail the company’s integrated marketing strategy. Research the brand’s integrated marketing campaign, and locate multiple media sources, including the following:

Television
Web sites
Search engine results
Social media
Magazines
Any other paid, owned, or earned media

Do not forget how the product is merchandised in the store. Please use these examples in your paper.

After conducting your research, summarize the key elements of the company’s integrated marketing campaign. Include the following elements in your paper:

What is the key message across all media types?
What are the key design elements (e.g., tonality, emotional response, colors, and images used in the campaign)?
What does the marketer ask the customer to do? What is the call to action?
In your opinion, is this an integrated marketing campaign? Explain why or why not.

Please submit your assignment.

For assistance with your assignment, please use your text, Web resources and all course materials.

Individual Project Rubric

The Individual Project (IP) Grading Rubric is a scoring tool that represents the performance expectations for the IP. This Individual Project Grading Rubric is divided into components that provide a clear description of what should be included within each component of the IP. Its the roadmap that can help you in the development of your IP.

Expectation	Points Possible	Points Earned	Comments
Assignment-Specific: List the advertisers key message including what they focus on as the benefit to the customer	30
Assignment-Specific: Describe the key design elements with examples of the advertising campaign listing tone, emotional response, and imagery	30
Assignment-Specific: Explain the companys call to action in the advertisements	25
Assignment-Specific: Discuss if the campaign uses IMC and provide rationale	30
Professional Language: Assignment contains accurate grammar, spelling, and/or punctuation with few or no errors. (APA formatting is required or style specified in assignment).	10
Total Points	125

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