For this task, assume that you have been hired as a marketing communication consultant for one of the tyre companies operating in Australia. You have been given the responsibility to develop an integrated marketing communication (IMC) plan for the tyre company. Assessment 1 is the first stage of preparing that plan. Assessment 2 is the second stage of the plan. Choose one of the tyre companies from the list below:

1. Bob Jane T-Marts

2. Bridgestone Select

3. Tyrepower

Your tasks for assessment 1 are to:

1. Critically research the Australian tyre industry;

2. Evaluate the current brand strategy and positioning of the chosen tyre company;

3. Discuss and justify the market segments that your proposed IMC campaign (to be developed in assessment 2) will target.

Assessments 1 and 2 are related and you will be required to complete the IMC plan for the same tyre company in Assessment 2. You can use the example of an IMC plan given on pages 498-507 in the textbook as a guide. The preparation for this presentation involves extensive research and you will need to start working on this assessment as early as possible. The PowerPoint slides will need to be uploaded in Moodle under the “Assessment 1” submission link as a .ppt or .pptx file. A font size of at least 20 should be used for the body of the text. This is an individual assessment.

For students located at the local campuses: Students will present their work to the campus tutor and fellow students at a time specified by your tutor, usually in the tutorial of Week 5 (and Week 6 if necessary). You are required to prepare a 5-minute (maximum) PowerPoint presentation that includes a maximum of 10 slides (including title and reference slides). Your presentation should show an application of the concepts, theories, tools and models discussed in the unit. Your assessment will be marked both on the quality and content of the presentation. Your campus lecturer/tutor will mark your presentation which will be moderated by the Unit Co-ordinator.

For distance education (Flex) students: For this assessment you are required to prepare PowerPoint slides (maximum 10 slides including title and reference slides) with voiceover (5 minute maximum). Your presentation should show an application of the concepts, theories, tools and models discussed in the unit. Your assessment will be marked both on the quality and content of the presentation. You should use a headset with microphone preferably or speak loudly if you use the inbuilt microphone on your laptop/computer. Please make sure your voice is clear, can be heard and understood when playing the PowerPoint slides before you upload your work into Moodle as a .ppt or .pptx file. You do not need to read the in-text referencing or references at the end of the slides in your recording. For hints on how to convert a PowerPoint slide to a presentation with voice over, please view the link. Adding Voice Over to PowerPoint Presentations in 5 Easy Steps: http://www.emergingedtech.com/2012/12/add-voice-over-to-powerpoint-presentations-in-5-easy-steps/

• Background information of the company (1 mark)
• Situation analysis (10 marks)
• Identify the problem in terms of communication objectives (3 marks)
• Identify and justify the market segments to be targeted (6 marks)
• Summary (2 marks)
• References (2 marks)
• Presentation (6 marks)

Detailed marking rubric will be available in unit's Moodle page.

Assessment 2 requires you to complete the IMC plan that was started in assessment 1. This is an individual assessment with a maximum word limit of 2500. Your assessment should be an application of relevant IMC concepts learnt in the unit. You can use the example of an IMC plan given on pages 498-507 in the textbook as a guide. Please upload the assessment through the appropriate Moodle link. Assessment must be uploaded as a .doc or .docx file (word file).

Any assessment with a ‘Turnitin’ similarity score of more than 25% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.

• Situation analysis (10 marks)
  
• Communication objectives (3 marks)
• Creative strategy including budget allocation (12 marks)
  
• Media strategy and coordination of IMC plan (12 marks)
• Evaluation of IMC plan (3 marks)
• Integrate findings from theoretical and empirical research using proper APA referencing (5 marks)
• Mechanics (e.g. report format, writing conventions, grammar, spelling, etc.) (5 marks)
  

Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for Assessment 2 for every 100 words over the allowed 2500 words limit).

Detailed marking rubric will be available in unit's Moodle page.

In this assessment task, you are required to summarize an academic journal article from a list of three articles provided below. The word limit for this individual assessment is 1000 (maximum).

First, please browse the following three research articles recently published in academic journals specialising in advertising and promotion management research. The articles are accessible via unit's Moodle page.

        Article 1: Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-32.

        Article 2: Tesfom, G., Birch, N. J., & Culver, J. N. (2018). Do Mobile Phone Service Consumers in the US Have Media Preference as Their Source of Information on Competing Mobile Phone Service Plans?. Journal of Promotion Management, 24(4), 578-599.

        Article 3: Voorveld, H. A., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54.

Second, choose one article from these three articles and write a summary of the article. You should specifically focus on the following themes in your write-up.

• Introduction: What is the article about?

• Summary of the Literature Review: Write a summary of the key points of the literature review section of the article. What conclusion can be drawn from this literature review?

• Summary of the Findings & Discussion: Summarize the the findings and discussion sections of the article. What conclusion can be drawn from these sections?

• Reflection: Reflect on what you have found interesting about the article.

Your submission should be accompanied with a cover page that clearly cites the chosen article using the APA format. The template for the cover page is available in Moodle.

Any assessment with a ‘Turnitin’ similarity score of more than 25% will be checked by the marker for plagiarism although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.

• Ability to summarize the literature review/theoretical background section (6 marks)

• Ability to summarize the findings and discussion sections (6 marks)

• Ability to reflect about the journal article (4 marks)

• Mechanics (e.g. format, grammar, spelling, sentence construction) (4 marks)

Penalties apply for exceeding word limit (1% mark will be deducted from the total mark for Assessment 3 for every 100 words over the allowed 1000 words limit).