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1 Marketers should ensure that all elements of IMC should be evidence based and evaluated by metrics such as ROI and sales not just by soft measures such as awareness or recall.
Find and critically evaluate evidence in the literature for and against this proposition in marketing communication programs.
2 Convergent technologies and new media platforms are replacing traditional media to provide the most appropriate, effective and efficient IMC methods for the future.
Find and critically evaluate evidence in the literature that supports and challenges this proposition in terms adaptation to changes in the consumer media habits and buyer behaviour.
3 Marketers of low involvement products such as soft drinks and paper towels use IMC tools differently to a marketer of high involvement products such as a personal computer or a car.
Find and critically evaluate evidence in the literature that supports or challenges this proposition
4 Social media sites such as Facebook are the new word of mouth and smart phones are using data base marketing to drive revenue. Marketers need to adapt to changes in the consumer media habits and buying behaviour.
Find and critically evaluate evidence in the literature that supports or challenges this proposition.
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Assessment Criteria – write up
• Quality of argument (hypothesis and supporting evidence)
• Quality of Citations
• Presentation of work
• Understanding of concepts
• Critically analysing the issues
• Relevance of articles
A Pass will mean the student has completed a research essay to an acceptable professional standard.
A Credit will mean the student has achieved the above standard and has demonstrated a superior level of writing and research standard in many of the assessment criteria.
A Distinction will mean the student has demonstrated exceptional understanding of the tasks and has presented the report in a well researched and polished fashion.
A High Distinction (rarely achieved) will mean the student has met the above standard and has bought to the discussion new insights and evidence of wide reading that might surprise the reader.
To complete this task students will need to examine the theory and practice of the topic providing a typed critical analysis (no more than 2000 words plus references and an abstract). Students will be expected to find additional reference material. Journals can be accessed through the databases on the WEB or through the library. The description ‘Academic Journals’ does not cover the BRW or the Financial Review!
In undertaking this exercise you should ensure that your write up is fully referenced all citations used in correct format (Preferably Harvard Style.)
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