Advertising
Find an IMC campaign and analyze
its message and media strategy based on IMC principles you learned in class and your text. Try to
address how each area of the campaign collaborates to make the brand stronger in an integrated
manner. In the paper, you will introduce the campaign briefly in the beginning. Please tell me the
brand, advertiser (if different from the brand name), campaign period, goal(s) of the campaign,
major message and media strategy, and your analysis/reaction (This is the most important
component for evaluation; your critique). What is good and what should be improved? This
assignment is to help you critically analyze IMC campaigns.
What is the purpose?
• Demonstrate your comprehension of the IMC concept and practice.
• Provide your analysis of the chosen IMC campaign.
What is the format?
• Reaction paper according to the format in the following guide.
What is the Required Content, Procedure, and Evaluation?
• IMC Archives:
CLIO https://clios.com/awards/winners
AdForum https://www.adforum.com/
Ads of the World https://www.adsoftheworld.com/
Advertising Age https://adage.com/
WARC https://www.warc.com/
Cannes Lions https://www.lovethework.com
Effie Awards https://www.effies.com.au/Winners-.aspx
AME Awards https://www.ameawards.com/
ispot.tv. https://www.ispot.tv/browse
• Evaluation Criteria/Rubrics: See Page 2
• Content: The specific content is provide1d below.
Reaction Paper:
Sub-heading guide
(1) Overall advertising/IMC strategy: Please discuss the overall advertising/IMC
strategy of the campaign? (e.g., segmentation, targeting, brand positioning). If possible,
please discuss how it addresses campaign goals.
(2) Message strategy: Please discuss the message strategy (e.g., message appeals, main
points). If possible, please discuss how it may resonate with target audience.
(3) Media/Channel strategy: Please discuss the message delivery approaches no matter
what the channels are. (e.g., mass media, PR, sponsorship, digital, social media, games,
apps). If possible, please discuss how it connects to target audience media behavior.
