Case Scenario:
Advertising Plan
Over the next few weeks, you'll be developing individual promotional mixes/campaigns for your larger IMC plan. This week you'll be developing an Advertising Plan. This plan requires (and should be subtitled by) an objective(s), a budget, a message strategy, a media plan and artwork . In short, what are your objectives for this particular promo mix that you developed? What will this plan cost to deploy/use (you're building a line-item budget for all of the associated costs)? What is your message strategy for this particular promo mix (use the book for guidance on message strategies)? What's your media plan and why; the book will help you choose and justify your selections as well as the IMC supplements in Doc Sharing, which are critical to helping you do well.
Finally, a variety of "artwork" possibilities are listed for this promo mix. At least ONE piece of artwork is required for your ad mix assignment; making an Ad using simple photo/art manipulations in Word works just fine. Artwork examples can include your OWN developed TV storyboard or magazine, billboard, and/or radio ads, and so on