“Clever isn’t only something you can see, it’s also something you feel. To own tomorrow you need to be all kinds of clever and we can teach you how. So don’t just be clever, be all kinds of clever.” (Voice over: LTU Video). La Trobe University has released its ‘All Kinds of Clever’ campaign depicting all the different skills and attributes which can make someone clever. Depending on this campaign, you can recommend a new IMC plan for LTU. You may have access to extensive information such as the La Trobe University’s marketing strategy through the University website and, possibly, annual reports and accounts. You may need to make assumptions, but these should be based on full and sensible analysis of existing material such as other advertising campaigns, case studies, journal articles and other media coverage.
The assessment of your written document will be based on ability to identify ‘All Kinds of Clever’ campaign weaknesses and recognise opportunities for improvement. You also can inquire into the product, consumer and market for this campaign. Your strategic insights leading to the creative and media strategy is necessary. Try to provide useful and innovative recommendations (i.e. Integration of the long-term campaign ability, realistic budget about the size of the product or the market etc.). Please attend the workshops and discussions with your tutors to write a quality IMC report.
You must demonstrate a high level of analytical skills and sound interpretation to justify your suggestions. You are expected to research widely to obtain information. However, you must not “cold call” La Trobe staff members or organisations indiscriminately. It is best to make full use of secondary information that is available to the public either via the company’s website or PR department or databases. If you have personal contacts in companies, you may use them. Students who do not have any business contacts will not be disadvantaged. Use of secondary data is quite adequate to gain an excellent grade for this project. Most marks will be allocated for excellent analytical skills, sound decisions and appropriate recommendations.
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