Integrated Marketing Communications Campaign

Integrated Marketing Communications Campaign

The Brief: （selected brand is GAP）
Please select a brand (product or service) which has a market presence in the UK and which you feel would benefit from a new approach to marketing communications.

Your aim is to develop an integrated marketing communications campaign which can be rolled out in 2016.

* Please use the marketing communications plan format to develop your campaign (see notes from Lecture 2).

* As part of the context analysis you should evaluate the current communication mix for the brand – is it effective? If not, why?

* You should use at least two different communication tools in the strategy and provide clear rationale and justification for your selection.
You should draw upon academic sources HERE to support your rationale

* Design a creative theme which will be implemented across the tools. The creative element can be adapted for each tool but the overall theme must remain.