1. Running head: ILLEGAL IMMIGRATION 1
Illegal Immigration 6
Illegal Immigration

2. Illegal immigration
Illegal immigration involves movement from one country
to another while going against the immigration laws of the
country you are moving in to. It can also refer to the continued
residence of people without the legal right to live in that
country.
The migration of people occurs because of various
reasons that range from extreme poverty, overpopulation, wars,
trade purposes, reuniting with families, lack of necessary
services, and seeking asylum due to political or social reasons
(Ethier, 1986). Illegal immigrants escape from their country
without any legal documentation, and they also do not enter the
host country with legal documents. This, therefore, leads to
them having to look for employment opportunities, and they end
up taking jobs that mostly pay below the minimum wage. This
brings about unhealthy competition for jobs by these immigrants
(Hjarno, 2019).
Ethier (1986) describes the US advocacy and policy on
immigrants especially those who run away from war or political
persecution as a major reason for the influx of illegal
immigrants. Although the US has done a great job in addressing
the issue of illegal immigrants, there are still potential
loopholes in the policies used, for instance, some policies
deterrent in addressing the issue of illegal immigrants as the
country has also to maintain good relationships with other
countries (Tucker, 2019). Having said that, many of the illegal
immigrants run away from their countries on the basis of
economic hardships or war, nonetheless, when they come to the
US, most of them cannot find jobs and to earn a living they end
up committing crime or begging in the streets (Chapman Jr,
1975).
Given Orrenius et al. (2017), immigrants from Mexico,
as well as the crime between US and Mexico boarders, is among
the major immigration issues the US government is tasked with,
nevertheless, border enforcement has been one of the major
moves to curb the issue of illegal immigration. He also states,

3. that although the Mexican government is seen reluctant in
addressing the immigration problem, it turns out that
uncontrolled immigration along the border has had some
negative impact on their stability. Immigration can also split up
families, as not all cases of immigration involve whole families,
this creates social problems for children involved who might be
left behind.
One of the major impacts of illegal immigration has been
an alteration of labor markets Illegal immigrants also increase
the deficit on the budget and the government`s amount of debt
(Hjarno, 2019). Most people see illegal immigrants as spending
more from the benefits offered by the governments than they
could possibly generate through paying taxes, for instance,
considering America, research has shown that the age of the
immigrants mainly is what determines their contribution to the
government, with the ages of 25-40 being an advantage to the
governments while those beyond the age of 60 most probably
being a burden since only a few of them have the capacity to
work (Ethier, 1986). Moreover, between 50-70 percent of the
immigrants regularly pay taxes, this is due to the thought that
there are individuals who are beneficiaries of taxes being paid
by illegal immigrants while the same individuals do not comply
with paying of taxes (Ethier, 1986).
The resources that are beneficial in engaging in the
above discussion would be the constitution, available data on
the behavior of tax payment by illegal immigrants and the
written documents on the advantages and disadvantages of
illegal immigration (Ethier, 1986). There are so many dangers a
country faces from illegal immigrants, in addition to the burden
of meeting their needs, for instance, they pose a serious threat
as they are not adequately screened for contagious diseases that
may be spread to other people in the country. This is a notable
health risk to a country, given the economic challenges, as well
as, job loss by the people of the host country in the past is
associated with illegal immigrants (Arthenius et al. 2017). This
has led to many laws and measures to be taken to address the

4. issue by the authorities. In spite of the many challenges a
country faces from illegal immigration, there are benefits that it
brings still, for instance, as stated earlier, when immigrants
enter a country they pay taxes just like other citizens of that
country.
They also offer a great source of cheap labor for
industries in the country and therefore help in building the
economy. The immigrants help bridge the gap in countries that
are short of labor force, in the labor market. They also bring a
lot of diversity in a country that not only opens avenues for
cultural and social aspects, like new perspectives, experiences,
and ideas but also enhances creativity. Furthermore, some
immigrants start businesses, earn income, and support others on
the local level, which increases local production and further
helps in boosting the economy. This is one of the essential
elements of development as diversity helps in building ideas
and putting them into practice. Notably, diversity is not fully
embraced readily by everyone, as it can cause friction, as
people are often afraid of what they do not know. Although
immigration might seem favorable to a person wanting to get
away from an unproductive situation, it can result in a violation
of human rights, particularly in cases of human trafficking.
Above all, issues of illegal immigration remain one of
the most contested issues, and therefore there needs to be a
point of congruence for all arguments to come up with an
amicable solution to this issue, as it affects many countries.
There is a need to carry out reforms on how immigration is
affected. Moreover, policymakers need to come up with a
framework that stipulates what needs to be done to curb the
issue of illegal immigration and also layout structures on how
illegal immigrants need to be handled (Lakoff, 2006).
Furthermore, common problems and legal frameworks that
touch on illegal immigration and how they can be improved,
need to be addressed, as well as ample and accurate research on
how immigration effects and how to handle it.

5. References
Ethier, W. J. (1986). Illegal immigration: The host-country
problem. The American economic review, 76(1), 56-71.
Hjarno, J. (2019). Illegal Immigrants and Developments in
Employment in the Labor Markets of the EU. Routledge.
Tucker, R. W. (2019). Immigration and US foreign policy.
Routledge.
Arrhenius, P. M., & Coronado, R. (2017). The effect of illegal
immigration and border enforcement on crime rates along the
US-Mexico border.
Chapman Jr, L. F. (1975). A Look at Illegal Immigration:
Causes and Impact on the United States. San Diego L. Rev., 13,
34.
Lakoff, George. "The framing of immigration." (2006).
Orrenius, P. M., & Coronado, R. (2017). The effect of illegal

6. immigration and border enforcement on crime rates along the
US-Mexico border.
Budgeting Your Campaign
Determining how much you will have to spend and what you
will spend it on
Integrated Marketing Communications
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Methods of Budget Generation
IMC Version
Determines the value of the customer & prospect to make
intelligent marcom investments.

7. Legacy Version
Inherit a budget from the year previous with either a percentage
addition or subtraction.
Fixed Amount Version
A predetermined amount is proscribed by a higher authority.
Source: Shultz & Schultz, “IMC: The Next Generation”
Integrated Marketing Communications
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2
MARCOM _ marketing communications
Assembling Budget Components
With the target audience firmly in mind, determine which
communications vehicles will reach them efficiently:
Advertising
Direct Mail
Out-of-Home
Sales Promotion
Financial Incentives
Public Relations
Production
Agency fees
Endorsement fees
Slotting Allowances
Co-Op/Retailer fees
Miscellaneous
Integrated Marketing Communications

8. ‹#›
3
Traditional Budgeting ‘Rules of Thumb’
Advertising/media buying generally accounts for between 50% -
75% of a total budget allowance
Advertising production & agency fees are usually included in
total market spend
Allocation for Public Relations usually accounts for between
10% - 15% of total budget allowance
All other communication vehicles must fit in the remainder of
the budget allocation
Integrated Marketing Communications
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4
Exception to the Budgeting Rules
A great idea that resonates with your target audience justifies
throwing the budgeting ‘Rules of Thumb’ out the window!
Integrated Marketing Communications
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5
Madagascar!

9. Integrated Marketing Communications
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6
Madagascar!
1.5 million metro
cards
Integrated Marketing Communications
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7
Determining your marketing budget
As a general rule of thumb, marketing budgets can range from
1% to 5% of sales
Let’s use Baltimore market as an example:
Retail Unit Cost
$23.49
Integrated Marketing Communications
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Determining your marketing budget
Estimated sales

10. Total Universe
Estimated Buyers
Purchase Frequency
Total Sales Revenues
Boys: 38,000
19,000
4X
$1,785,240
Mothers: 128,000
64,000
4X
$6,013,440
Total
83,000
4X
$7,798,680
Integrated Marketing Communications
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Determining your marketing budget
Assumption: AcneFree budgets marketing costs at 5% of sales:
$7,798,680 X 5% = $389,934 Annual Budget
For the purpose of this exercise, we will not include agency
fees, cost-of-goods, and other expenses
Integrated Marketing Communications

11. ‹#›
Deciding on your objectives
What is it that you want to achieve?
Business Objective: SALES (83,000 units at full price)
Communications Objective: Awareness/Consideration
Integrated Marketing Communications
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Options for Budget Planning
50% or More Online
The majority of your investment must be in the digital world.
This number includes your online ads (Google pay per click,
Facebook, syndication sites, display), as well as all
development costs related to your website and online sales
program (servers, maintenance, upgrades, CRM) and all website
content (photos, video, renderings, site maps, written
descriptions).
A good place to begin within this 50% is to break it into these
percentages:
If 50% of your marketing budget is $100,000:
• 50% toward advertising ($50,000)
• 25% toward web development/tools/CRM ($25,000)
• 25% toward content ($25,000)
Integrated Marketing Communications

12. ‹#›
12
Budget Planning
12% to 20% Signage
Your signs are a direct reflection of your brand: Spend enough
to keep them looking good. Consider your prospects behavior;
driving, mass transportation and determine if this has value
accordingly.
5% to 8% Events
Consider being at high trafficked events that relate to your
consumer; farmer’s markets, concerts, art shows, sporting
events and determine how to optimize attention and interest
2% to 6% Collateral
Your sales prospect may show temporary interest in reviewing
information on paper, but they’d much rather have it instantly
accessible and accurate on your website.
16%—Everything Else
This can go toward market research, direct mail, agency
support—any number of items. This could be invested in is
local radio or TV advertising if you have a large budget, $500 -
$1 million
Integrated Marketing Communications
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13
Budget Planning

13. Integrated Marketing Communications
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14
Digital Budget
Integrated Marketing Communications
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15
Marketing on a Limited Budget
8 Powerful Ways to Market Your Business on a Limited Budget
Go guerilla. Guerilla marketing looks to leverage creativity,
imagination and originality in place of a big budget.
Socialize on social media. ...
Create valuable content. ...
Contests and giveaways. ...
Integrated Marketing Communications
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Marketing on a Limited Budget

14. 8 Powerful Ways to Market Your Business on a Limited Budget
Piggyback your partners. ...
Leverage scalable advertising channels. ...
Milk the media. ...
Help yourself by helping others.
Integrated Marketing Communications
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Budget
Integrated Marketing Communications
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The plan
Integrated Marketing Communications
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The plan

15. 9.6%
58%
23%
9%
Integrated Marketing Communications
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Creative Briefs
The creative brief is the foundation of a creative
campaign. Despite its importance, it is poorly understood,
mostly because of its open-ended nature.
This section will help you understand creative briefs and
their purpose better.
What is a Creative
Brief?
A creative brief is a short 1-2 page document outlining
the strategy for a creative project.
Think of it as a map that guides its target audience - the
creative team - on how to best reach the campaign’s
stated goals.
The creative brief is often created by the advertising
agency account manager in close consultation with the
client – or by the product manager
To that effect, it’s an interpretation of the client’s ideas
and vision for the brand and the product.
Since this brief is usually created by and for the agency,
it is open-ended in nature. You can - and should - include
everything that will help the creative team understand the

16. brand and product better.
Most creative briefs include the following:
• A short brand statement
• A brief overview of the campaign’s background
and objectives.
• Key challenges that the campaign aims to
resolve.
• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values
and market positioning.
• Communication channels on which the
campaign will run.
For example, here’s a creative brief for Hush Puppies
Essentially, the creative brief describes the “what” of the
project (i.e. its objectives) and “how” to achieve it (i.e. the
creative approach).
Why Do You Need a Creative
Brief?
There is a long list of reasons to create a creative brief.

17. The most important reason is also the simplest: it is
standard agency practice.
Your clients will expect a creative brief before they sign-
off on a project. And your creative team will expect it
before they can start working.
For better or for worse, you can’t start a campaign
without it.
But there are other reasons to create a creative brief:
• Ensure that all creative messages are on-
brand.
• Give creative team a broad vision of the brand,
the business, and the product.
• Offer inspiration and give your team a starting
point to brainstorm ideas.
• Give third-party contributors a quick
understanding of the brand and its background.
• Reduce client-creative conflict by ensuring
they're on the same page
• Align the client's budget and expectations with
your creative media strategy
. You usually need input from a range of people such as:
Creative team: to analyze whether the client’s
vision is viable and to brainstorm creative ideas.
Marketing team: to gather customer data,
analyze competitors, and develop a viable media

18. strategy. Accounts team: to analyze budgets.
For another example of an unorthodox creative brief, take
a look at this one for Paypal. It eschews conventional
sections and uses a bold visual design instead.
How to Write a Creative
Brief
Creative briefs don't have a fixed format. Most agencies
have their own templates. Some have a simple text
document, while others use more visual designs.
Regardless of its format, your creative brief must revolve
around the five elements we covered earlier.
To write the creative brief, use the following template:
1. The Project
Start your creative brief by writing a broad overview of
the project. Establish the identity of the client, talk about
the product, and list the goals of the campaign.
2. Key Challenge
Every campaign has a key challenge. This is the "what"
of the project.
Describe this challenge in a few short sentences.
You might have something like this:
"[Client] wants to leverage a new feature to get new

19. trials" "[Client] wants to reposition the product so a
new user will consider it" "[Client] wants existing
users to consume more of the product"
For example, here’s the key challenge in the Quaker
Oats creative brief I shared earlier:
3. Purpose of Communication
A successful campaign needs a clear and distinct
purpose. This purpose should ideally be trackable and
measurable. It should also be tied to the key challenge
you described above.
Use this section to describe the action you want to
inspire in your customers.
Try something like this:
"[Client] wants to increase awareness of [Product]'s
new feature" "[Client] wants to change opinion about
[Product category]" "[Client] wants to mobilize
existing customers of [Product] to visit its website"
4. Competitors
The client's competitors, as we learned above, have a big
impact on the campaign. Use this section to briefly
describe the key competitors and their media strategy.
Some things you can include about the competition here
are:
Market share Media strategy SWOT analysis

20. 5. Target Audience
Refer to the audience research you did earlier to describe
the following:
Demographics Psychographics Current
perception/belief about the brand Target
perception/belief about the brand Approach for
motivating them to take action
6. Background or Context
Briefly describe the background and context of the
campaign. Include specific details for the following:
Cultural context, i.e. current events and ideas you
could leverage to achieve campaign goals. Category
context, i.e. how customers currently see the
product category and how you can change it. Brand
context, i.e. how customers currently see the
product and its brand.
For example, this creative brief for TOMS shoes gives
readers a detailed overview of the company’s
background and its customers’ aspirations:
7. Tone and Brand Voice
Use adjectives to describe the tone, brand voice, and key
qualities you want customers to associate with the:
Product ("fun, reliable, efficient") Brand ("mature,
trustworthy, cost effective")

21. 8. Media Strategy
Briefly describe how you plan to spread the message.
Include the following
Channel(s) you'll use for the promotion Why this
channel will help you reach your target audience
How can you use the channel's own form and
audience expectations to make the idea more
shareable (such as adding "tag a friend" on
Facebook)
9. Budget
Include details about the estimated budget for the
campaign. If possible, breakdown budget requirements
by creative-type and promotion.
10. Chief Message
This is the "driving idea" behind the campaign. Usually,
it's a short, pithy statement that condenses the campaign
into a slogan.
Most creative briefs contain a subset of the following (but often
not all of these items):
· Objective - the main business objective of the project
· Target audience profile - who the target audience is and how
should we talk to them? What are their current beliefs and our
desired beliefs?

22. · Product benefits and positioning - an overview of what makes
the product different
· Key customer benefit - an overview of how the product helps
the customer
· Single-minded proposition - the single most important thing
that the work should convey to the audience
· Competitive overview - relevant information about the
product's competitive landscape
· Tone - characteristics of the product or brand
· Slogan
· Key deliverables and timelines - what are the expected
deliverables from the creative project
· Technical and creative requirements - any relevant details on
technical or creative requirements (ad sizes, format, etc.)
Creative Brief Template
Here is a creative brief template including some examples of
content.
Client: Toyota
Product or Service
The Toyota Sienna mini-van. It is competing in a much-
maligned category and losing market share. The Toyota Sienna
has gone from 29% to 19% in one year. With more category
competition, the Sienna needs a significant idea to regain
market share.

23. Objective
Overcome lost market-share. Make the Toyota Sienna a
purchase that is not embarrassing for younger parents.
Significantly increase consideration among target audience.
Target audience profile
InSync Traditionalists: Moms and Dads with attitude. Proud and
happy to be parents, subscribe to family values, but they were
professionals before they became parents. They are hip, smart,
and in sync with the new technology. They are connected to
media, Internet, and pop culture.
Current beliefs
They currently think the product is functional and reliable, but
not in line with their personality.
Desired beliefs
Believe that the Toyota Sienna is actually cool enough and
stylish enough for them, the parents, not just designed with the
kids in mind.
Slogan
Awesome parents drive the Toyota Sienna
Creative Strategy
TV, print and outdoor to provide the high level of awareness we
need. Online and YouTube to up the fun quotient and because
InSync Traditionalists live there and share content.

24. Key deliverables and timelines
Build cohesive assets and storyboard which can be adapted
across multiple formats: long-form TV commercial, short
Internet video ad, online banners, billboards, bus and subway
wraps.
Adapted from The Creative Brief: An Introduction
Three keys to an effective brief
· Every word counts. Lesya Lysyj, former CMO of Heineken,
gives the advice to be "ruthless with the words you choose. No
'ands'. This brand does this AND that. It tastes great AND is
low fat. It is beautiful AND functional. It is fast AND efficient.
No. Pick the one main thing." As the blueprint for your creative,
briefs need to be exacting and precise. Avoid the trap of simply
downloading a template and filling it out like it's a tax form.
Rather, edit your brief down for clarity and reduce the
ambiguity in your message.
· Have the critical discussions early. Briefs are sometimes
developed in a form where the designer interviews the clients
and documents requirements in a brief, or otherwise the client
may write it themselves. Whatever the case, make sure that you
review the brief and have the discussions up-front on any
outstanding questions or key messages. By having the
discussions early, you can reduce the likelihood of wasted time
and money, miscommunications, and multiple revisions.
· Don't be afraid to revisit your brief. As plans change and new
information emerges, briefs can change too. While you should
try to avoid too many rounds of revisions, they are also not iron
clad and set in stone. Briefs are a useful collaborative tool to
get everyone on the same page, and as the project shifts it's
important to keep the brief up-to-date and the team in sync.