A direct marketing plan can help organize the various pieces of information and guide people on tasks to be performed. While changes may take place, a plan will contain most of the needed information to implement a direct marketing campaign as part of an IMC program. For this Assignment you will complete a direct marketing plan for a chosen product or use your course product. Use the template provided in Course Resources.
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MT359: Advertising, Promotions, PR, Integrated Marketing
Communication Strategies
Unit 10 Assignment: Details and Rubric
The following Course Outcome is assessed in this Assignment:
MT359-6: Create information for a direct marketing plan.
A direct marketing plan can help organize the various pieces of information and guide
people on tasks to be performed. While changes may take place, a plan will contain
most of the needed information to implement a direct marketing campaign as part of
an IMC program.
For this assignment you will complete a direct marketing plan for a chosen product or
use your course product. Use the template provided.
Directions for Submitting Your Assignment
Before you submit your Assignment, you should save your work on your computer in a
location and with a name that you will remember. Make sure your Assignment is in
the appropriate format (Word, Excel, PowerPoint, or other).
Once completed, submit your Assignment to the Unit 10 Assignment Dropbox.
Assignments are due Tuesday 11:59 p.m. ET of their assigned unit.
MT359: Unit 10 Assignment: Criteria:
Points
Possible
Response addresses the required elements
demonstrating analysis and critical thinking:
 Product background and problem
6
 Strategy and goals
6
 Activities and schedule
8
 Involvement, monitoring, and fiscal analysis
8
Writing Style, Grammar, APA
Syntax and spelling.
4
Response displays effort to analyze.
4
APA is used and correct.
4
Total Points
40
Points
Earned
MT359: Unit 10 Assignment Template
Direct Marketing Template
Use the main headings in your plan – the sub items are suggestions to include
under the main headings. You may include more but this should be the minimum
for this assignment.
I.
About the Product
a. (Brief background of product – describe it and why customers want it)
II.
Problem Statement
a. What are you trying to solve by using direct response marketing?
III.
Product Strategy
a. What will you want to accomplish (fundamental goals) with this direct
marketing campaign?
b. What tactics will you want to employ?
c. What will be the time frame for each tactic? (see Schedule below)
IV.
Campaign Goals & Objectives
a. Quantifiable – what will you accomplish with each tactic – what will be
measured? (See Monitor and Evaluation below)
V.
Description of Activities
a. Briefly describe each tactic to be used for this direct marketing campaign
VI.
Schedule
a. This may be completed in Chart format (Activity, Steps, Period, Name of
Person Responsible for actions)
VII.
Campaign Chart of Involvement
a. Who is involved and who will work with who? – (Depending on scale you
may have many employees involved, or just one – but who will they work
with to accomplish activities for each tactic?) List them and explain their
purpose of involvement. If outside contractors are used – what do you
need accomplished by them?
VIII.
Monitoring and Evaluation
a. What will you do to monitor and measure results at the end of each tactic
utilized?
b. How and to whom will you report your evaluation of results?
IX.
Financial Budget Analysis
a. While you will not be evaluated full costs for production of the campaign’s
tactics, you must consider is it possible to produce and manage the sales
promotional activities from a realistic point of view. If your product is real –
can it really be accomplished? – Can the company afford to do what you
are proposing? – If not – what would you need to cut back on?
Appendix A
Example of direct response marketing Tactic (not required)
b. If you are able to design specific items for a tactic

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