Integrated Marketing Communications Project 5/1 - Assignment Example

Integrated Marketing Communications Project 5 Integrated Marketing Communications Project 5 A PR and Sponsorship Plan How my IMCplan will ensure that all messages conveyed reinforce the company’s credibilityIn my IMC plan, I would consider the fact that the message structure and the way I present them are vital parts of any message strategy. If my audience is friendly or if it is unlikely to listen to a contrasting argument, supportive or one-sided messages that emphasize only positive information on my company would be most effective.

On the other hand, if the audience is unfriendly or critical, well educated, or if there is a high probability of hearing opposing claims, then refutational or two-sided messages will be more effective. However, two-sided messages seem to reinforce the company’s credibility as they acknowledge that the product being marketed may come with shortcomings, a factor that is predictable in business. In addition, I would show my commercials first in a series so that they can be recalled first, rather than in the middle, hence reinforcing the company’s credibility (Grunig & Grunig, 1992).

PR objectives and strategyIn this context, my Public Relations Plan will first of all start with an overview in which an executive summary of the challenge in marketing that the company is facing of which the Public Relations campaign is aimed to assist in achieving. Second, I will determine the goals that I want my PR campaign should achieve. Next are the strategies that I will put in place to ensure that the goals are attained. The forth step in my plan is to determine the target audience to be reached and subsequently, the key target media including the specific programs and publications towards which I will direct my PR efforts.

From the above steps is when I will establish the recommendations on the PR tactics to be used, related ideas, and the hook, the theme, and the angle of all the tactics. The last step in my plan would be an action plan on who would carry on with which task and when (Grunig, 1992).Sponsorship objectives and strategyFor my sponsorship plan, I would first create a grassroots marketing checklist for my organization, and then understand my options by measuring my marketing programs against major criteria.

To strategize the plan, I would build a plan based on major performance indicators in my potential markets. This would include bringing diversified stakeholders for a talk and conducting success measurement criteria as well as sponsorship policy plans (Meenaghan, 1994).A framework (standard) for measuring the effectiveness of my PR strategy and sponsorship programMy framework will comprise of two interrelated dimensions, that is, steps in the measurement practice and the standards for “good” measurement.

The steps to be followed would include: engaging the stakeholders; describing the two programs; focusing the measurement design; gathering credible proof; justification of conclusion; and lastly ensuring usage and sharing of lessons learned. The above steps of the framework must be followed as per the recommended sequence. This is because earlier steps give the basis for subsequent procedures of measurement (dAstous & Bitz, 1995). The second phase of the framework of measurement is a primary set of standards to evaluate the quality of measurement activities.

I would incorporate 30 specific standards, arranged in four groups, namely: utility, accuracy, feasibility, and propriety. These standards will be a basis for determining if the measurement is good enough for my IMC.ReferencesdAstous, A., & Bitz, P. (1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29(12), 6-22.Grunig, J. E. (1992). Communication, public relations, and effective organizations: An overview of the book. Excellence in public relations and communication management, 1-28.Grunig, J. E.

, & Grunig, L. A. (1992). Models of public relations and communication. Excellence in public relations and communication management, 285-326.Meenaghan, T. (1994). The role of sponsorship in the marketing communications mix. Perspectives on Marketing Management in Ireland, 257.Skildum-Reid, K., & Grey, A. M. (2008). The sponsorship seekers toolkit. McGraw-Hill.