Starbucks Integrated Marketing Communication Campaign

Assessment: Individual Critique of a Current IMC Campaign – Part One

Due Date: Wednesday 2nd April 2008 (week 5), 2.00pm

Length: 1200 words maximum excluding Reference List

Value: 12 marks

Links to unit’s learning outcomes:

This assessment is specifically linked to learning outcome 1 and 4.

Key Task:

An IMC campaign refers to a set of interrelated and coordinated marketing communications activities that

centre on a single theme or idea that appear in different media across a specified time period. Identify a

current IMC campaign of interest to you. Drawing on secondary data and your own marketing knowledge and

insight, analyse the campaign in relation to the following issues:

Who is the target audience for this particular IMC campaign? [3 marks]

• You should develop a profile of the target audience based on the segmentation variables you believe

would have been used to segment the market and arrive at this specific target segment.

How is the brand positioned in the market relative to its main competitors? [3 marks]

• You should develop a perceptual map to highlight how your chosen brand is positioned on attributes

important to the target audience and relative to its major competitors.

What do you believe to be the main communication objective(s) of this campaign? [3 marks]

• You should refer to a response hierarchy model to discuss the behavioural response you believe is

being sought from this IMC campaign.

What