Practical Machine Learning with Python

Running Head: Integrated Marketing Communication
Marketing Communication on Brand Promotion
Name of the Student:
Name of the University:
Author’s Note

1INTEGRATED MARKETING COMMUNICATION
EXECUTIVE SUMMARY
The following report is comprised of the factors that coco cubs has introduced the new
line of vegan yogurt for children and teenagers produced by manufacturing company Australian
Dairy Products. The research will comprise of the creative strategy that withholds the objective
of SMART advertising goals that will strengthen the goals of the firm. Hence, the description of
the product is stated so that there is a clear description of product. The major selling idea will
provide the management to communicate in the advertising via appeals and execution. The key
message that is Coco Cubs will continue to produce four flavors of coconut yogurt in three
different sizes to suit all family’s needs. The marketing team established that the target customer
of Coco Cubs will likely stay the same – parents or guardians of children who are either eat
plant-based or lactose free diets.
The objective is to analyze the draft advertisement that is established for 30 seconds
delivers the message of coconut yogurt for the children because they require milk and cannot
consume because of lactose intolerance and is required calcium as a food supplement. Coco
Cubs hold a strong position amongst other dairy free yoghurts produced in Australia and there
are no current identifiable issues that would damage their retail position in the foreseeable future.
The launching of the product is comprised of the factors that encourages the entrepreneur to
dream of an overwhelming campaign which includes the low cost efficiency marketing.

2INTEGRATED MARKETING COMMUNICATION
Table of Contents
Introduction......................................................................................................................................2
Creative Strategy.............................................................................................................................2
Product chosen.........................................................................................................................2
Reason for Promotion..............................................................................................................3
Advertising Objective..............................................................................................................3
Target Audience.......................................................................................................................4
Demographic, psychographic and behaviouristic variables....................................................4
Selling Ideas (key message and brand identity)......................................................................5
Media Objective...............................................................................................................................6
Target Market..........................................................................................................................6
Geographic Scope....................................................................................................................6
Reach and frequency objectives..............................................................................................6
Media scheduling.....................................................................................................................6
Considerations.........................................................................................................................7
Media strategy.................................................................................................................................7
Paid media...............................................................................................................................7
Earned media...........................................................................................................................8
Shared media...........................................................................................................................8
Owned media...........................................................................................................................8

3INTEGRATED MARKETING COMMUNICATION
Evaluation........................................................................................................................................8
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................10