Intergrated Marketing Communication Plan

Part 2 : Written Communication Plan (20 marks)
Length: 2000 words approx. (plus appendixes).
In this part of the assignment you need to adopt the role of the Integrated Marketing Communications agency responding to a client brief. In your role as the advertising agency, prepare a comprehensive
communication plan that addresses the client’s brief. As well as clearly articulating the situation, you are required to develop appropriate strategies along with detailed plans of execution and measurement to
meet the client objectives.
Use the client brief as a base – but you will need to get more information from your own research. The formal brief is extremely important. If you put the time and effort into a comprehensive communication
brief you will find the task of completing the final Communication Plan a lot easier. As this is a practical business report you do not need to reference the same way that you would an academic paper. You
should however acknowledge the source any information provided in the brief. You are required to submit your final communication plan. Please note that a comprehensive communication plan includes
background/situation analysis data through to implementation and evaluation plus mock ups and appendices.

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