mkt HW
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Allied American University
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MKT 220: Module 7 Homework Assignment
Marketing Plan for: ____________________
Directions: Each section will be 1-2 paragraphs. Be sure you have cited your sources. You MUST use the text book and any internet sources that you used to conduct your research. Please utilize the References page, which is located at the end of this file.
EXECUTIVE SUMMARY
[NOTE: Complete this section in your Final Project.]
The executive summary outlines the who, what, where, when, how, and why of the marketing plan. Your product needs a formal marketing plan to obtain additional financing from a bank or private investors for expansion and the launch of new products. You may also have to convince a company to buy your product and manufacture it. You will complete this section when you submit your final project but it belongs at the top of your plan.
THE MARKETING MIX
Advertising
Explain the elements of the promotional mix for your product include advertising, public relations, sales promotion, and personal selling. Explain your concept of the competitive advantage of your product (or service) in relation to your promotional strategy.
Describe how you will affect the consumer’s decision making process, which are initiated and propelled by the AIDA promotional activities: (1) attention, (2) interest, (3) desire, and (4) action. Will you use personal selling?
What is the goal of your advertising campaign? Identify the product’s benefits, develop possible advertising appeals, evaluate and select the advertising appeals, describe how you will execute the advertising message, and how you will evaluate the effectiveness of the campaign. Will you use a push or pull strategy.
Finally, select your media mix. Ensure that you discuss the Internet and how you will use it in your marketing campaign. Will you use newspapers, magazines, radio, television, outdoor advertising such as billboards and bus panels, or the Internet? Consider the budget you will have to work with when you plan your purchases of this advertising.
References
