Review all chapters, but pay special attention to Chapters 2, 4, 5, 6, 7 and 8.
The Coca-Cola case is a strong example.
Don’t forget online/social media in your planning and buying.
If you want to include guerilla marketing/PR events, price it at $25,000 per event. Explain these and indicate where and when they would take place. For the budget, just leave the total amount for guerilla/PR as a contingency.
The final product should include:
A Media Plan (review chapter 5 and use the outline on page 33)
1/ Executive Summary (review Chapter 5)
2/ SWOT (Review Chapters 4 and 5)
3/ Creative Brief-Creative Strategy (review Chapter 5)
4/ Media Objectives & Strategies (review chapter 6/use the outline on page 38)
5/ Appendix (review Chapter 5)
double spaced, 12 pt. Times/Roman with 1-inch margins
Budget for a three-month campaign (as you did in Exercise 16)
Use media flight plan to assemble your budget and buying plan.
Turn in copies of Year at a Glance, Flowchart, Monthly Detail (for each month) and the Market List (these will be in the appendix)
The budget is $10 million over a three month period for a national, spot or national/spot campaign. Consider your universe carefully and use your data intelligently to make your decisions.
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