. Description of the assignment:
1. In its campaign, John Lewis & Partners and Waitrose & Partners are targeting a number of customer segments. Identify TWO of these segments. Offer evidence to support your answer.
2. Considering the campaign, and the customer segments identified suggest ONE communications objective using SMART. Justify your answer.
3. Give examples of communications theories and models that have been applied to the campaign Eg RACE, DAGMAR, AIDA etc
4. Analyse the Communication tools used by John Lewis for this campaign considering theory of Integrated Marketing Communications.
5. How successful was the campaign? Suggest TWO KPIS that can be used to measure the IMC campaign performance and justify the use of these KPIS
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