Ideas

The Advertising & Promotional Plan (Advertising Campaign/Media Plan) should be designed around a good or service to incorporate at least three potential types of media or/and marketing communications tools in a coordinated mix (advertising, public relations, sales promotion, personal selling, direct marketing). Include a rationale for the particular mix that you have chosen and a description of the function of each element. Work with terms as reach, frequency, message, segmentation, target market, gross rating points (GRPs), timing, etc. Set the measurable communications and business goals and propose specific measurement of the results. Set the budget of the campaign. Prepare design of messages, graphical/creative themes using applicable aids:

-          govoni_BILLBOARDADVG.doc

-          govoni_MediaFlowChart.xls

-          govoni_RadioScriptSheet.doc

-          govoni_TVSTORYBOARD.doc

See the sample plans for inspiration and the textbook for further details:

Belch, G. E., & Belch, M. A. (2004). Advertising and promotion (6^th ed.) New York: McGraw-Hill/Irwin.

See the Internet pages of selected media (TV/Radio stations, magazines, newspapers, directories…), billboard agencies, etc. for actual prices.

Up to 20 pages (including illustrations)

 Grading Criteria for Advertising & Promotional Plan