220753-52
Course
MARK1151: Integ Adv Plan & Camp Mgt
Course School/Level
B/UG
Coursework
Individual Portfolio
Assessment Weight
70.00%
Tutor
I Whitten
Submission Deadline
11/12/2014
Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding
Cheating and Plagiarism.
000680798
Tutor's comments
Grade Awarded___________
For Office Use Only__________
Final Grade_________
Moderation required: yes/no
Tutor______________________
Date _______________
1
Contents
Contents .................................................................................................................................................................................... 2
Current situation in supermarket industry ....................................................................................................................... 3
Aldi and previous campaigns ......................................................................................................................................... 3
Current climate ................................................................................................................................................................... 3
Aldi within current situation ............................................................................................................................................ 4
Aldi Marketing communications .................................................................................................................................... 5
New Campaign ....................................................................................................................................................................... 5
Rationale behind the change ......................................................................................................................................... 5
Old approach, new content ............................................................................................................................................ 6
Objectives ................................................................................................................................................................................. 7
Target Audience ..................................................................................................................................................................... 7
Average targeted persona ................................................................................................................................................... 8
Reasoning ................................................................................................................................................................................. 9
Choice of Media.................................................................................................................................................................... 10
TV ......................................................................................................................................................................................... 10
Print...................................................................................................................................................................................... 10
Media Schedule .................................................................................................................................................................... 11
Budget ..................................................................................................................................................................................... 12
References