Objective: This assignment is to critically evaluate the effectiveness of the retailer’s in-store IMC strategies. For
this assignment, you need to correctly identify the types of IMC the retailer is engaged in by applying your
knowledge of IMC, and critically evaluate the IMC strategies employed and suggest how to improve them.
Instruction: You will (1) physically visit a retailer store (e.g., grocery, book store, liquor store, outlet mall),
restaurant (local or franchise), or a service provider (e.g., gym, hotel, spa, body shop, cleaner, doctor’s office) of
your choice and (2) observe in-store IMC strategies (e.g., advertising, sales promotion, personal selling
(salesperson/store employee), etc.).
You will submit a report of up to 2 pages (12 pt font, double spacing, and 1” margins; no cover page
required ) in which you (1) evaluate and explain the strengths and weaknesses of the current in-store promotion
strategies of the retailer, in relation to their IMC goals, and (2) make critical suggestions to improve their IMC
strategies based on the weaknesses to better meet the IMC goals. You need to include at least two photos of the
IMC elements taken by you at the retailer that show what you are referring to in your report on the third page
of the report.
The retailer you visit can be a place you visit often or visit for the first time, work, or associated with your
family members or friends. The retailer can also be a local store or a franchise business. Please include
such details in terms of the location of the retailer and why you chose that retailer for this assignment to
begin with.
Your report should be strictly based on your own observation and written in your own language. The
report I am looking for is the one where I feel as if I went to the store with you and observed what you
described in person. The amount of effort you made will show in your write-up. Don’t rely on your
cursory memory or any other external online sources for expert opinions. You do not have to use fancy
terms, either. However, incorporating the concepts and ideas you have acquired from this class is always
welcome.
While you focus on in-store IMC strategies, you might mention how the retailer’s IMC strategies promote
the connections with the online IMC strategies. For instance, many restaurants these days offer a QR code
menu alone, calling for the use of mobile devices to connect with online IMC elements. Target also
makes you scan your Target Circle (Reward program) barcode at the check-out for an additional discount.
Recently I went to Wendy’s, and throughout the in-store poster, I learned that Wendy’s focuses on
supporting foster care adoption, which is a beautiful cause. As such, firms strategically utilize various in-
store IMC elements to communicate to their customers what their goals, missions, and purposes are.
Grading criteria: Please see the grading rubric at the end of the document for details.
Criterion 1: Critical Evaluation of the Retailer’s Current In-Store IMC Strategies (35 points)
Criterion 2: Suggestions to Improve IMC Strategies based on the Weaknesses (35 points)
Criterion 3: Overall Quality of the Assignment (30 points).
1
MKTG 3132 Principles of Advertising
Submission method: You need to use Microsoft Word to create the report. The total length of your submission
should be up to 3 pages: Up to a 2-page report (12 pt font, double spacing, and 1” margins) and 1-page for at
least two photos of IMC elements taken by you at the retailer). Once completed, save the document, and submit
it as an attachment in the “Application Activity 2” Dropbox folder on Folio.
Note 1: If an incorrect file or unfilled worksheet is attached, you will receive a score of zero on this
assignment.
Note 2: I am not a Mac user, and therefore, I am unable to open any file saved in a “.pages” file format.
You need to convert the “.pages” file format to “.doc”, “.docx”, or “.pdf”. Otherwise, you will receive
an automatic “0” regardless of your submission on time.
Note 3: There is a penalty for late submission once Dropbox closes, and any problems (technological
or otherwise) will not be accepted as an excuse.
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