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Essay Details:
Essay text:
Identify a
current IMC campaign of interest to you. Drawing on secondary data and your own marketing knowledge and
insight, analyse the campaign in relation to the following issues:
Who is the target audience for this particular IMC campaign? [3 marks]
• You should develop a profile of the target audience based on the segmentation variables you believe
would have been used to segment the market and arrive at this specific target segment.
How is the brand positioned in the market relative to its main competitors? [3 marks]
• You should develop a perceptual map to highlight how your chosen brand is positioned on attributes
important to the target audience and relative to its major competitors...
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