busi 612 Integrated Marketing Communications (IMC) Promotional Mix Essay Instructions The Role of Promotion - Promotion is defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. It should be noted that promotion is best viewed as the communication function of marketing. The discussion of Integrated Marketing Communications (IMC) should point to how other marketing elements such as brand name, package design, price or the physical retail space implicitly/explicitly communicates with consumers. However, most of an organizations communications with the marketplace takes place through a carefully planned and controlled promotional program which utilizes elements of the promotional mix. The promotional mix is defined as the basic tools or elements that help the firm to sell more product; these efforts create the top line of an income statement (revenue or sales). Because marketers create top line growth; they usually make more money than other positions within the firm, ceteris paribus. only 4 pages is required

PROMOTIONS PROJECT OVERVIEW

The BUSI 612 Promotions Project is an individual project designed for the Liberty University MBA student to synthesize Promotions theory which is presented in our textbook/readings. For this project, you will design an integrated promotions/advertising plan for a product of your choosing. Each part of the promotions project will be turned in weekly and will build upon the previous parts. This document is only an overview of all of the parts of the Promotions Project; you will find more detailed instructions for each part in the Assignment Instructions folder.

NOTE: If you desire a grade above the minimum (B) in grad school; then you must submit excellent work and content. That clearly demonstrates your knowledge, application and analysis/discussion of Promotions theory associated with this assignment.

Part 1: Module/Week 1: Product Confirmation

You will choose a product to base the Promotions Project on. The product can be a new or an existing product, the only caveat is that you must choose a product that no other student has chosen to work on. Choosing a product will occur within the first week of class, in a Discussion Board (DB) forum for all students to see what products have been chosen. If you have any specific questions about products, please contact your professor before the first Friday in the course. You must complete your Product Confirmation by 11:59 p.m. (ET) on Friday of

Module/Week 1.

Part 2: Integrated Marketing Communications (IMC) Essay
In this essay you must first research and understand each of the IMC Mix components, after fully understanding each component; choose four of the most relevant components as they relate to your product/service. For each of your four components your essay must address each of these components for critically thinking and writing: theory>research>analysis/discussion
You must use APA level headings throughout your essay; beginning with IMC Mix Essay, which is a Level One heading. Here is a sample of the APA level headings for addressing one of four chosen components for this weeks essay:
Advertising Theory
Advertising Research
Advertising Analysis
Again, this essay must contain at a minimum of 4 pages of text that address four of the six IMC Mix components.

The Role of Promotion - Promotion is defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. It should be noted that promotion is best viewed as the communication function of marketing. The discussion of Integrated Marketing Communications (IMC) should point to how other marketing elements such as brand name, package design, price or the physical retail space implicitly/explicitly communicates with consumers. However, most of an organizations communications with the marketplace takes place through a carefully planned and controlled promotional program which utilizes elements of the promotional mix. The promotional mix is defined as the basic tools or elements that help the firm to sell more product; these efforts create the top line of an income statement (revenue or sales). Because marketers create top line growth; they usually make more money than other positions within the firm, ceteris paribus.


only 4 pages is required for the second part. Please read carefully. I'm only asking you to complete the first two parts of this assignment. Thank you!