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Describe what each type of objective will measure in your IMC Plan.

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Assignment 5: IMC and Regulations and Issues

Instructions

Important: In answering the following assignment parts, it is critical to justify your answers. Grading is weighted heavily in favour of answers that refer back to or reference course materials including concepts, terms, relevant information, and other outside sources. It is important to demonstrate your knowledge and understanding of the course materials in your reasoning about and application of them.

Part 1: Measures of Effectiveness (10 marks)

Suggested time: 1 to 1.5 hours

Length: Please write your response in point form and limit your response to .5 pages using 1.5 line-spacing.

Questions: Answer the following questions.

  1. What three types of objectives will you measure to determine whether or not your IMC plan will accomplish these objectives? (3 points)
  2. Describe what each type of objective will measure in your IMC Plan. (7 points)

Part 2: Types of Measurements (30 marks)

Suggested time: 2 to 2.5 hours

Length: Please write your response in point form or in a table and limit your response to 3 pages using 1.5 line-spacing.

Questions: Answer the following questions.

  1. For each of the three types of objectives, discuss the measures of effectiveness and the techniques you will use to determine whether the IMC plan achieved these objectives, and why you selected each of them. (15 points)
  2. Explain why you selected the measures of effectiveness and techniques for each type of the three objectives. (15 points)

Part 3: Pre-test and Post-test Measurements (35 marks)

Suggested time: 2 to 2.5 hours

Length: Please write your response in point form or in a table and limit your response to 2 pages using 1.5 line-spacing.

Questions: Answer the following questions.

  1. Which measurements will you use at the pre-test and at the post-test phase for each of the three types of objectives? (20 points)
  2. Which measurements at the pre-test and at the post-test phase will you employ lab and field methodologies? Explain why you will employ lab and field methodologies. (15 points)

Part 4: Evaluate IMC Process (20 marks)

Suggested time: 1 to 1.5 hours

Length: Please write your response in point form or in a table and limit your response to 1–1.5 pages using 1.5 line-spacing.

Questions: Answer the following questions.

  1. What are the three different measurements you will use to evaluate the overall IMC process? (5 points)
  2. Explain how you will utilize each of these three different measurements to evaluate the overall IMC process for your product and its brand. (15 points)

Part 5: Report Structure and Presentation (5 marks)

Ensure you structure and present your assignment in formal manner suitable for business.


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