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Executive summary summarises key issues raised in the report. The Summary should commence with a general description of the current communications organised by the firm. It should also include the NEW key communication aim and subordinate communication objectives. It is a summary of the key propositions for the campaign, as well as a summary of how plans will be implemented. It should be presented in a separate page on its own and should not be longer than 1 page long


Report structure:
1. Executive summary summarises key issues raised in the report. The Summary should
commence with a general description of the current communications organised by the firm. It
should also include the NEW key communication aim and subordinate communication
objectives. It is a summary of the key propositions for the campaign, as well as a summary of
how plans will be implemented. It should be presented in a separate page on its own and
should not be longer than 1 page long.
A table of contents should follow the executive summary.
2. Situation analysis. An examination of the current position and its offer. This analysis of
background information is the research that provides the basis for the objectives, strategy and
tactics. It refers to the analysis of the current communications of the selected firm. It could
include areas such as:
Companys analysis, Brand and product analysis
Customers analysis (target markets, target audiences)
Competitors analysis
You should focus on situational issues that are related to the communication strategy and
APPLY the theoretical concepts in a manner that you will provide input to the communication
strategy. Try to organise your thoughts in tables as much as possible.
Information in this section may derive from primary or secondary sources.
3. Objectives are goals or aims or end results that communicators should seek to achieve.
Marketing communications objectives typically refer to the goals that marketing
communications have in affecting the mind of the target audience. They should be Specific,
Measurable, Achievable, Realistic, Relevant, Targeted, and Timed. They should be presented
in a hierarchy:
Marketing Objectives
Communication objectives. Within these communication objectives, think of the
contribution of the various elements of the integrated marketing communications in
achieving them. You might want to think about subsets of Advertising objectives or Other
Communications Mix Elements objectives
Link the objectives with the suggested communicational tools in part 4.
4. Marketing Communications Strategy and Action Plan. Strategy provides the direction for all
those involved in the campaign to follow.

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