PRINCIPLES OF ADVERTISING & MARKETING COMMUNICATION

The IMC Marathon (Raaaaar!)

NOTE: Make sure to follow the instructions to the letter. Your grade will depend on how you accomplish all the
indicated tasks. Read through all the instructions first before you start the marathon. You can create a strategy that will
allow you to finish all the tasks uicker. You can freely refer to the te!tbook and your notes. The first "# students to
submit and complete the marathon will be e!empted from the final e!am. Remember that this comprises $#% of your
grade for the final term. &ood luck'
". (rite your complete name on the longer of the two bo!es abo)e. *ffi! your signature on the shorter bo!.
+. PACKAGING. Run to ,-"". .uy an item worth /"#.## or below and a long white en)elope. *sk for the Official
Receipt 0OR1. /lace it side by side with the product that you bought and take a picture. Make sure that the details of
the Official Receipt are readable in the photo. 2ind a computer with fast and reliable internet connection. 3og in to
your Multiply account. 4f you do not yet ha)e a multiply.com account5 you should create one NO(' 4n the photos
page5 create an album entitled 64M7 Marathon8. 9pload the picture of the product with the OR in the album. *fter
uploading the photo5 write the 9R3 or web address of your multiply site in the bo! below. Make sure that your
photos can be )iewed by E:ERYONE and not ;ust your contacts or network.
<. SALES PROMOTION. 7reate a =ales /romotion strategy for the product you bought at ,-"" by answering the
following uestions:
Target Market:
=ales /romotion Tool
Type and si>e of incenti)e 0(hat will they get?1
7onditions for participation 0@ow can they ualify?1
A. ADVERTISING. 7reate a print ad to inform people about the sales promotion strategy you created for the product
you bought at ,-"". You start by writing the copy. 3og-in to the B3=9-B portal and go to our e-class. 7lick 6student
tools8 and download the file 6copywriting.ppt8. Bownload and study the lesson. (rite your copy below and the type
of headlineCbody copy you used.
@eadline Type:
@eadline:
.ody 7opy Type:
.ody 7opy:
$. DIRECT MARKETING. (rite your date of birth here: DDDDDDDDDDDDDDD. &o to http:CCwww.hsn.com. 4f you were
born in EanuaryC*prilCEulyCOctober5 click the 6(ellness8 page. 9nder 6/ersonal 7are .est =ellers8 note the first
product and its price and write it in the bo! below. 4f you were born in 2ebruaryCMayC*ugustCNo)ember5 click the
6Electronics8 page. 9nder 6@igh-Tech 7ustomer /icks8 note the first product and its price and write it in the bo!
below. 4f you were born in MarchCEuneC=eptemberCBecember5 click the 67rafts8 page. 9nder 6New *rri)als for
=pring8 note the first product and its price and write it in the bo! below.
F. EVENTS. &o to http:CCwww.clickthecity.comC and click 6Metro8. Then click 6E)ents8. 3ook for a brand-related
e)ent and write the name of the e)ent and the brand it promotes in the bo! below:
,. SPONSORSHIPS. &o to http:CCwww.google.com. Type 6sponsors bei;ing +##G olmypics8 in the search bar. 3ook
for the "+ (orldwide Olympic /artners. (rite the "+ ma;or sponsors in the spaces below:
G. PULIC RELATIONS. Research the 7risis Management case of TY3ENO3 on &oogle. Tell the story of what
happened and how the company handled the /R crisis. (rite in a comprehensi)e yet concise manner in the bo!
below:
H. 3og-in to the B3=9-B portal and go to our e-class. 7lick 6student tools8 and download the file 6)isuals.ppt8. =tudy
the information carefully.
"#. CREATIVE E!ECUTION. &o back to =lides + I <. Out of the "# e!amples of the 7hief 2ocus for :isuals5 pick
only two 0+1. &o to http:CCimages.google.com and search for one print ad that illustrates each of your choices. This
means that you need to find T(O print ads5 one for each of your chosen 7hief 2ocus for :isuals. Make sure to copy
and sa)e the print ad pictures that you chose. 9pload these + pictures to the 64M7 Marathon album8. Make sure that
these pictures are labeled with 67reati)e E!ecution8. (rite the + chief focus of )isuals that you ha)e chosen below:
"". 4f your nose is already starting to bleed5 wipe it with a tissue. Or any other body part that needs to be dried off.
"+. /ick a partner. E!change 4M7 Marathon papers with your partner. (rite your complete name and signature on the
bo! below. Your name and signature should appear on your partnerJs paper. Retrie)e your paper from your partner.
"<. DESIGN PRINCIPLES. &o to the fountain right in front of the school chapel. 9sing your digital or cell phone
camera5 shoot pictures of your partner at the fountain area. The center of interest in the photo should be your partner
and not the fountain. 7ompose two shots. The first one should show =YMMETR47*3 .*3*N7E and the other
picture should show *=YMMETR47*3 .*3*N7E. Now5 proceed to the .otanical garden across the street directly
in front of the chapel. *gain with your partner as center of interest5 compose a shot anywhere in the many lo)ely
nooks in the garden illustrating your use of the 6Rule of Thirds8. You will know how to do this if you studied
6)isual.ppt8 )ery well. 9pload these < pictures with the label 6Besign /rinciples8 to the 64M7 Marathon8 album.
"A. *re you ha)ing fun? 4 hope you are.
"$. Now assemble a team of A to $ members only. *sk each team member to write hisCher name and signature in the bo!
below.
"F. Run back to the 9ni)ersity 7hapel steps directly in front of the door. /lace your team in a Biamond pose on the
chapel steps. Take a picture and upload it to your 64M7 Marathon8 album with the label 6Team8.
",. /ER=ON*3 =E334N&. Run to the 6Office of the :ice 7hancellor for Mission5 E!ternal *ffairs5 and Be)elopment8.
3ook for Ms. Eane =antos or Ms. *gnes. Tell her that your team is )olunteering to solicit /"##.## for the Piso para
sa Iskolar fund ;ust for that day. *sk for the ".$3 7oke .ottle where the donations will be placed. *sk Ms. Eane or
Ms. *gnes to sign in the bo! below.
"G. Your team should con)ince fi)e students and fi)e faculty or staff to donate /"# to the fund and drop it to the ".$ 7oke
.ottle pro)ided by the E!ternal *ffairs Office. Each member of the team should ha)e their picture taken beside one
student and one facultyCstaff donor. There should be no duplication. *sk the student and faculty donor in the picture
with you to sign in the bo!es below.
=tudent: 2acultyC=taff:
"H. Once you ha)e solicited at total of /"##.## for the scholarship fund5 return the bottle to the E!ternal *ffairs Office.
Take a group picture with Ms. Eane or Ms. *gnes together with the ".$ 7oke .ottle that you are returning. 9pload the
two photos of you with a student and facultyCstaff donor together with the group picture with Ms. Eane or Ms. *gnes
to the 64M7 Marathon8 album and label it 6/ersonal =elling8.
+#. BoesnJt it feel good to do something for a cause?
+". (ith your team5 go outside of the school and look for < high school students. Take their picture with proof that they
are high school students 0school uniform or school 4B1. 4nter)iew them about the course they would like to take in
college and why. 2ind out their perception towards marketing and ad)ertising. (rite your obser)ation and comments
below:
4ntended course in college I reason:
/erception towards Marketing I *d)ertising:
*sk them to write their name and signature in the bo!es pro)ided below.
=tudent " =tudent + =tudent <
++. 9pload the picture in your 64M7 Marathon8 album with the label 6Research8.
+<. =E&MENT*T4ON. 2or items No. +< to +G5 you can ha)e the e!act same answers as your teammates. *ssume that
your team will be creating an 4M7 plan for 7lass *. A
th
year high school students in the Metro Manila and
7alabar>on areas to increase enrollees in B3=9-BJs Marketing and *d)ertising /rogram. 4dentify A key market
segments that can be a potential target for the 4M7 plan. 9se multiple segmentation bases like the acti)ity pre)iously
done in class for the *pple 4-phone.
=egment ":
=egment +:
=egment <:
=egment A:
+A. T*R&ET. =elect a segment as your /rimary Target Market for the 4M7 plan.
=egment No. DDDDDD
+$. /O=4T4ON4N&. .rainstorm on how you would want to position the Marketing and *d)ertising /rogram to your
market segment. Remember that positioning should influence perception and help establish the brand image.
/ositioning =tatement:
+F. 7RE*T4:E =TR*TE&Y. &i)en the positioning statement abo)e5 conceptuali>e a creati)e strategy for the campaign
by starting with the "#$ #%ea or the campaign theme.
7ampaign theme:
Tone I =tyle 0or the look and feel of the campaign1:
+,. 4M7 Mi! elements. 4n the bo! below5 simply identify < 4M7 Mi! elements 0or functional areas of 4M71 that you
would like to use and its role to synergi>e the 4M7 campaign.
4M7 Element ":
4M7 Element +:
4M7 Element <:
+G. Media Mi!. 4dentify the types of media that you will use as the channel for the 4M7 campaign. (rite your answers
in the bo! below:
+H. This is the homestretch. You are again on your own. Refer to 4tems < I A of your 4M7 Marathon paper. Becide on
the 7hief 2ocus of the :isual you would like to use for your print ad. Refer to 6:isual.ppt8. (rite it below.
7hief 2ocus of /rint *d :isual:
<#. On a separate sheet of paper5 construct a print ad using the )isual focus you chose in 4tem +H and the print ad copy
you wrote in 4tem A. You can create the print ad using your own hand or using the computer whiche)er makes work
faster. *ttach your print ad to this document.
4f you are done with all the tasks stated in this marathon5 place your paper in the long white en)elope you bought in ,-"".
4n front of the en)elop5 write:
4M7 Marathon
Marketing Bepartment
B3=9-BasmariKas
&o to any B3=9-B gate 0&ate "5 &ate + or &ate <1 and ask the guard on duty to simply write the time and date at that
e!act moment and write his name and signature as proof. Run to the marketing department and place your en)elop in the
pigeonhole with my name on it. You ha)e until $:A$ /M today and until "+:## NN on Monday5 March <5 +##G to submit
your en)elop. 2inally5 go to http:CCarlynne.multiply.comC;ournalCitemC, to sign-off.
No matter what happens and no matter how long it takes5 finish the race' Remember5 this is $#% of your grade for the
finals term and the first "# to complete the race without any mistakes will be e!empted from the final e!am.
&ood luck'