The Research Paper: Integrated Media Communication Message
Analysis Assignment will
help you identify key concepts related to IMC campaign development being
practiced in real
world scenarios. Although this assignment is listed as a research paper, you
are encouraged to
view it as a case study. Through this Research Paper: Integrated Media
Communication
Message Analysis Assignment, you will select an award winning campaign and
analyze how
the campaign compares to concepts discussed in this course. This Research
Paper: Integrated
Media Communication Message Analysis Assignment will serve as an example for
IMC
campaign development research, and provide insight regarding key concepts in
this course, such
as (but not limited to): Situation Analysis, Message Analysis, and Praxis
related to IMC
campaigns in the marketplace. In general, this Research Paper: Integrated Media
Communication Message Analysis Assignment helps you fulfill learning objective
number
one—equipping you to formulate an applied working knowledge of the Integrated
Marketing
Communication (IMC) toolbox.
INSTRUCTIONS
For this Research Paper: Integrated Media Communication Message Analysis
Assignment,
you are required to discuss an outstanding creative work done by the Wieden +
Kennedy agency.
Find an example of award-winning advertisement by W+K (note- other award
winning works
may be considered, but must first be approved by the course facilitator).
Discuss why your
chosen IMC campaign has been recognized for its creative excellence. You must
provide a
minimum of 10 resources, not including the textbook or biblical references.
Research Paper:
Integrated Media Communication Message Analysis Assignment should be between 7
to 10
pages, not including the title page, abstract or reference page. Lastly, you
are expected to abide
by and follow APA formatting for this Research Paper: Integrated Media
Communication
Message Analysis Assignment.
A detailed outline is provided on the next page:
Consider the following outline for your Research Paper: Integrated Media
Communication
Message Analysis Assignment
– Title Page
– Abstract
– Introduction- summarize key take away your paper hopes to illuminate
– Context for the ad
o Consider- brief description of the company, the product/service, the market
segment, the opportunity/threat, and the competition
– The message behind the ad.
o Consider- What is the company really saying from this ad? How does this
message relate to the company, the service/product, and the time the ad was
distributed? Most importantly, what is it about that ad that motivates the
target
market? Why is the message persuasive and how does it help connect your target
market to the company’s service/product?
– Key Lessons learned
o Consider- What can agencies/clients learn from this case study? What
messaging
principles can another company, like a local shoe company, utilize to reach
their
target market, accomplish marketing and communication objectives, and enhance
their relationship with their consumers? How does one identify the right
message,
and avoid getting lost in the clutter?
– Conclusion- summarize key take-aways from your paper and provide a call to
action.
– Reference Page (APA format)
