DescriptionTask 1: The role of a context analysis (700 words) 1. Discuss with reference to Fills Context Analysis element of the Marketing Communication Planning Framework, how an outside-in approach to understanding the communication context is used in your chosen IPA case study to inform the development of IMC programme.Consider what information the award-winning brand gained about their target audiences e.g. communication needs, perceptions, motivations, attitudes, decision making characteristics and cultural context). What is a context analysis, phil says a context analysis is . ( how it is applied )How did they know what to do? Where john lewis fit? who they are what they are and what they plan to doWhat did they notice about their target audience? Task 2: IMC campaign analysis (1250 words) 1. Identify the communication objectives within the different stages of the case study. 2. Provide an analysis of IMC theories and frameworks:Audience strategies: the balance between push, pull and profile Positioning strategies: the brand positioning and differentiation achieved The message content and use of semiotics and how it resonates with the target audiences (you should comment on cultural appropriateness)The tools and media used to achieve the objectives though an analysis of Paid, Owned, Earned and Converged Media
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