Integrated marketing communications – Pls see my attachment for more details

Imagine you are the Integrated marketing communications manager for an organisation (Unilever) and are aware that one of their products(Tea (Lipton) needs an IMC campaign.

As part of your submission to the ETM for the approval of resources – both staff and funding – you need to outline:
• why the campaign is needed,
• the communications objectives, and
• the desired response you want from the campaign.

The objective of the submission is to convince senior management that the campaign is necessary and the objectives are attainable and measurable. The submission will need to be based on sound research and analysis with good supporting argument s.

Purpose
This assignment is designed to:
• Encourage you to think about the rationale or reason for individual Integrated marketing communications campaigns
• Assist you in developing measurable, realistic and achievable objectives specific to Integrated marketing communications activity
• Help you apply the Communications Process Model (Page 2 – pls see attachment) to Integrated marketing communications campaigns to achieve the desired response.