| Course | MT359 Integrated Marketing Communications |
|---|---|
| Unit | Unit 10 |
| Paper type | Integrated campaign plan |
| Length | About 950 words, 6 pages double-spaced |
| Format | APA 7 student paper |
| School | Purdue University Global |
| Program | BS in Business Administration |
| Updated | October 2026 |
Free sample paper for MT359 Unit 10
One Proposition, Five Tools: An MT359 Unit 10 Integrated Campaign Plan for a San Antonio Tamale Brand
[Student Name]
Purdue University Global
MT359: Integrated Marketing Communications
Unit 10 Integrated Campaign Plan
[Instructor Name]
[Date]
The tamale company, chain and figures are composite and carried from earlier units; the sources cited are real.
Summary
Proposition: Still spread by hand. Audience: homes around San Antonio where someone remembers Christmas tamaladas or parish tamale sales and now buys tamales from the freezer case. Budget: $240,609, about 3.8 percent of $6.3 million in net sales. Timing: November 2026 through April 2027, with a Christmas flight from November 29 to December 24 and a Lent flight from February 10 to March 27. Targets, all measured in April 2027: bag recognition in the photograph test, 31 percent now and 45 percent targeted; the link between spread by hand and the brand, 12 percent now and 25 targeted; and preference at a $2.00 premium, 18 percent now and 26 targeted.
Situation and Position
Nogalitos Tamale Co. sells frozen dozen-packs in roughly 340 Texas grocery stores. A national machine-made leader holds the top rung of shoppers' mental ladder, and two store brands from one co-packer hold the next. For a year, the brand's radio called its tamales worth $8.99 while the largest chain's circular gave away a second bag in 17 weeks out of 52. Unit 2 tested six claims and kept the only one no rival could sign, spread by hand, and wrote it as an onliness sentence that ties the claim to South Texas families and to the closing of parish tamale sales. The plan treats that sentence as fixed, since a position changed midway would undo the ladder it was built to escape (Ries & Trout, 2001).
The Integration Matrix
Each tool sits in one row with one job and one measure, so a doubled job or an empty one would show at once. Advertising builds recognition of the yellow bag, measured by the photograph test. Publicity lends credibility through the spreaders' story, measured by pull-through. The Lent promotion concentrates buying in the Lenten weeks while the shelf tag stays at $8.99, measured by shopper-card data against the 2026 baseline. Direct email and postcards reach parish tamale-sale organizers and loyal buyers, measured by a unique code. Personal selling wins freezer space at independent grocers, measured by new listings. Batra and Keller (2016) argue that integrated programs work best when each tool contributes something the others cannot while all advance the same idea, and the matrix is the plan's check on that condition.
Read only the last line of each tool section and the campaign says one thing five ways.
Advertising
The Crooked Fold spot on connected TV and Elva's rewritten radio read run in both flights, and the poster and freezer-door clings carry the photograph of the fold beside the bag. Radio is kept on condition, as Unit 8 set out. Contribution: shoppers know the yellow bag on sight and see the fold that proves the claim.
Publicity
The eleven former parish volunteers who now spread masa at the plant are pitched to the metro food writer as an exclusive the week of November 30, then to television and radio, as Unit 5 planned. Contribution: an outside voice says spread by hand, which advertising cannot.
Sales Promotion
The $1.00 Lent coupon, the receipt reward of a meatless six-count and the eight Saturday spreading sessions replace buy one, get one free, at a cost of $19,801, as Unit 7 proposed. Contribution: shoppers spread masa themselves, so the claim becomes something they have done.
Direct Contact
Postcards and emails go to organizers of the parish tamale sales that still run, offering cases at a fundraising price, and to loyal buyers before each flight. Contribution: the people who keep the tradition alive hear about the brand from the brand.
Personal Selling
Sell sheets, sample cases and two trade shows support the sales team's calls on independent grocers. Contribution: the bag is in the freezer when the advertising sends shoppers to look for it.
Fixing the Circular
The plan's most important message appears in no advertisement. The sales team renegotiates the chain's deal pattern: four temporary price reductions of $1.00 a year instead of seventeen free-bag weeks, none during the Christmas season or Lent, in exchange for a display allowance and the funded Lent coupon. Unit 7 showed that the three Lent deal weeks alone cost $83,385 in contribution. Kliatchko (2008) defines integration around every point at which the audience meets the brand, and for most shoppers that point is the circular, so changing it is a communication decision.
Calendar and Budget
The calendar and budget are copied from Unit 8 without change, so every figure reconciles to the dollar: connected TV $76,800; radio $75,600; clings $14,280; Lent promotion $19,801; publicity $16,500; selling support $23,400; direct $3,828; measurement $10,400; total $240,609.
Measures
Evaluation follows the Unit 9 grid. A survey wave before the Christmas flight and another after Easter test recognition, association and preference against stated margins. Shopper-card data report household penetration and twelve-week repeat. Sales are reported as context, not graded.
Risk Register
If the chain refuses to cut deal weeks, the company offers a larger display allowance in exchange and, failing that, limits its own funding to four deals. If spreaders are short during the Christmas peak, a second seated shift of retired volunteers is recruited through parishes. If a rival launches a hand-crafted line, the proof shifts from the fold to the named spreaders, whom no rival can copy.
Appendix
The positioning statement, creative brief, message analysis, publicity plan, promotion proposal, media plan and evaluation plan from Units 2 through 9 are attached in full.
References
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145. https://doi.org/10.1509/jm.15.0419
Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27(1), 133-160. https://doi.org/10.1080/02650487.2008.11073043
Ries, A., & Trout, J. (2001). Positioning: The battle for your mind (20th anniversary ed.). McGraw-Hill.
Reading the MT 359 Unit 10 instructions
The closing unit gathers positioning, brief, executions, publicity, promotion, media and measurement into a single integrated campaign plan. A summary page should give the proposition, audience, budget, timing and main targets. Instructors expect the position to lead, followed by an integration matrix that shows each tool's job, so duplication or gaps are visible. Each tool's section should be brief and tie back to the earlier unit it comes from. Budget and calendar must match the media plan exactly, and evaluation should follow the measurement plan. Changes to earlier decisions are allowed if explained. Many rubrics also ask for a risk register with responses, and an appendix containing the earlier work is common.
Inside the MT359 Unit 10 example
The summary page comes first, with three targets written as baselines and goals. Situation and position follow in two short sections, with the Unit 2 claim held fixed and Ries and Trout cited. The matrix section assigns one job and measure to each tool, citing Batra and Keller, under a highlighted line that the last lines of the sections say one thing five ways. Five short tool sections each end on a contribution. A section on the circular renegotiates deal weeks and treats the change as communication, with Kliatchko on points of contact. Budget lines are copied from Unit 8 exactly. Measures follow Unit 9, and a risk register names three threats with responses.
Where the points sit in the MT359 Unit 10 rubric
Capstone plans are usually marked on coherence, completeness, consistency of figures and strategic judgment. Coherence shows when every section answers to one position and each tool does a different job. Completeness means all five tools, the budget, the calendar, the measures and the risks appear. Figures that match earlier units to the dollar earn the consistency marks. Rubrics reward recognizing that trade terms and pricing communicate as much as advertising does. A risk register with specific responses shows foresight. A summary page a manager could act on demonstrates professional writing. Sources are cited in APA 7, and earlier work sits in an appendix rather than being pasted into the body.
MT359 Unit 10 help from the desk
Final plans frequently read as a recap of every unit in order, with no matrix showing how the tools divide the work. Others let the budget drift from the media plan, so totals no longer reconcile. Some leave out the trade or pricing decisions that caused the original problem. Risk sections often list threats without responses. The summary page is commonly written first and never updated. Write your summary last, once every figure is final, and check each number in it against the body. Then read only the final sentence of each tool section aloud; if those sentences do not say the same thing, the plan is not yet integrated.
Get an MT359 Unit 10 example written to your instructions
Collect every piece your MT359 campaign produced this term, drafts and graded work alike, plus the Unit 10 assignment and its rubric. The first custom plan, returned free within 24-48h, fits them under one proposition, reconciles budget and calendar to the dollar, and flags any earlier piece that argues a second idea. The paper above is an original model document written by our desk, not a submitted student paper and not an official Purdue University Global document.
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MT359 Unit 10 questions, answered
Can the final plan change decisions made in earlier units?
Usually, yes, provided the change is explained. If later work showed a flaw, such as a radio execution that cannot show the package, the capstone is the place to fix it, with a sentence saying why. Silent changes read as inconsistency. Check whether your section expects earlier submissions to be revised or reproduced as graded, since practice varies.
What is an integration matrix?
A table setting each communication tool against its job, audience, timing and measure. It shows at a glance whether any tool is doing the same work as another, and whether any job is left without a tool. Many capstones place it right after the positioning section, so the rest of the plan can be read as an explanation of its rows.
What belongs on the plan's first page?
Everything a reader needs to judge the campaign without turning the page: the proposition, the audience, the total budget, the main targets and the timing. Keep that summary to a single page, write it last once the figures are final, and check that every number in it matches the body of the plan exactly.
Where can I find a free MT359 Unit 10 sample paper?
The complete MT359 Unit 10 integrated campaign plan is printed on this page, fitting a tamale brand's five tools under one proposition.
Why is the grocery circular treated as communication in the MT359 Unit 10 sample?
For most shoppers the circular is where they meet the brand's price, and seventeen free-bag weeks taught them a lower price than any ad claimed, so renegotiating it is a message.