Project: Group IMC Advertising Campaign Analysis and Extension Campaign: "Love, Scarborough" Client: Scarborough Health Network Agency: Ogilvy Canada https://awards.strategyonline.ca/winners/winner/2022/?e=140986&n=Love%2c+Scarborough Background: Why create an Integrated Marketing Plan? This projects main aim is to gain insight into a brands advertising activities, at the same time, this project takes into consideration other activities such as competitors advertising strategies, advertising execution and appeals, advertising budget, media management and importantly the creation of TV / Video and digital or radio advertisements. Through studying a successful campaign, this project would help students to understand why advertising campaigns are so important in a brands growth and why marketers spend a lot of money to create unique and entertaining advertisements. Occasionally when a campaign is performing well, marketers will extend the campaign, perhaps by adding additional media or advertisements to the existing marketing mix. Ensuring that communications are integrated across different types of media within a campaign supports brand and campaign recognition. By creating two media types of campaign extensions, students will practice communication coordination and consistency, the benchmarks of effective integrated marketing communications. Requirements: What do you need to do? Assume you are the Creative Team for an Integrated Marketing Campaign launch You have been given a selection of brands/companies and advertising examples. Your group will select one brand and develop an IMC campaign which includes a TV/Video advertisement, plus your choice of a Radio Commercial or Digital Advertisement. In addition to primary sources of research, secondary sources such as youtube.com or any other could be used for helping to research this assignment. Project draft format - Submission will include: PART 1: Research Paper for the chosen campaign. 1. Title Page: Include the assignment name, the company/brand name, all team members, and your group #. 2. Table of contents. 3. Introduction: Introduction of the companys industry and the brand. (1 page) History of brands advertising activities. (1 page) Background of the brands selected advertising campaign. (1 page) Background of one competitive brands contemporary advertising campaign. (1 page) 4. Month and year of release of the advertising campaign, geographics of where the campaign was released. (.5 page) 5. Reasons for releasing the advertising campaign. (1 page) 6. Advantages and Disadvantages of the campaign. (1 page) 7. Role of the advertising agency, budget and target audience: (1 page) Approximate budget and role of an advertising agency. Target audience and role in the marketing mix. The unique selling proposition. 8. Advertising appeals that were used for the campaign and description. (.5-1 page). PART 2: Create a script, storyboard, and 1-2 minute TV/Video advertisement extension. Here you need t.