Identify the name of the product you choose for your plan. Describe the product or service and any current trends you identified through your research. Why are you choosing this product or service?

Research and Choosing an IMC Product/Service

Choosing a product is an important decision for the effective development of an IMC Plan.

Requirements for your product choice: 1. It must be a consumer product, not a business product, example; a computer laptop, not a computer server. 2. Choose a product you use or a large-ticket product you are planning to buy. A product you are interested in. 3. Must be from a public, not private company. Private companies are not required to publish financial information, so you will have a hard time finding enough sources to research your product. Select a product (such as a Chevy truck) and not General Motors. 4. Product must use a variety of communications tools to deliver their messages. 5. Product must have at least 2 direct competitors that also use a variety of communications tools for you to compare.

Products Not to Choose: Outdoor clothing (such as North Face), Coca-Cola products, Apple products, SW Air, Dominos Pizza, Old Spice Products, Levi products, Apple products, Tesla, Walmart and Target. Do not choose any products with offensive or derogatory messages or images.

Assignment Directions

Step 1: Select your product. It will be used in all 3 parts of your IMC plan.

Step 2: Research your product choice through the Internet and scholarly resources. Your references will need to be mostly academic sources. Do not limit yourself to searching just the product. Look up the industry it is in. Hoovers.com database is a good place for this information. Review industry trade press & journals.

Step 3: Be sure to also research 2 competitors to be sure there is enough information to do a competitor analysis.

Step 4: Prepare your assignment by clearly identifying each question with its number in a Word document. You do not need to repeat the question in your answer.

Questions to Answer

1. Identify the name of the product you choose for your plan. Describe the product or service and any current trends you identified through your research. Why are you choosing this product or service?

2. This project requires an analysis of integrated marketing communications. Identify at least 3 different kinds of media that this product uses to communicate to its customers and distribution network. What current messages do you see?

3. Identify at least 2 of its product/service competitors and their positioning/messaging.

4. List the reference sources you used to research your chosen product, its industry trends, its competitors, plus their websites.

Use APA formatting (title page, double space, references and citations).

Requirements: 1 page