Advertising Plan – 217

For
this assignment you will create an advertising plan, only for the topics
listed. The length of each topic will be listed.

Use
size 12 font, double space and use proper grammar and spelling throughout the
paper. No plagiarism, the Professor will check. Only original work.

You
can obtain additional information from the book publishers website at: http://highered.mcgraw-hill.com/sites/0078028957/student_view0/chapter1/index.html

The
advertising plan will be on: Grant Park Music Festival – http://www.grantparkmusicfestival.com/

1. Advertising Objective and
   Target Market – 1.5 pages

   1. Market segmentation and the
      marketing mix

      1. Define
         market segmentation and describe its purposes

      2. Explain
         the target marketing process

      3. Show
         how IMC is used with the product element in marketing

      4. Illustrate
         how IMC is used with the price element in marketing

      5. Review
         how IMC is used with the place element in marketing

      6. Discuss
         how IMC is used with the communication element in marketing

   2. Planning media strategy:
      disseminating the message

      1. Describe
         how a media plan helps accomplish a company’s marketing and advertising
         objectives

      2. Explain
         the importance of creativity in media planning

      3. Define
         reach and frequency and debate the controversy surrounding the concept of
         effective frequency.

      4. Discuss
         how reach, frequency, and continuity are related

      5. Calculate
         gross rating points and cost per thousand

      6. Name
         some of the secondary research sources available to planners and describe how
         they are used

      7. Describe
         different types of advertising schedules and the purpose for each

2. One radio or video commercial –
   1 page

   1. Using electronic media:
      television and radio

      1. Describe
         the advantages and drawbacks of broadcast television as an advertising medium.

      2. Discuss
         the advantages and drawbacks of cable television as an advertising medium and
         explain how it differs from broadcast television

      3. Explain
         the process of buying cable and broadcast TV time

      4. Evaluate
         the different types of television advertising available

      5. Describe
         the process of TV audience measurement

      6. Discuss
         the main factors to consider when buying television time

      7. Analyze
         the pros and cons of using radio in the creative mix

      8. Explain
         the major factors to consider when buying radio time

3. Promotional Mix Objective (pick
   2) – 1.5 pages

   1. Relationship building: direct
      marketing, personal selling, and sales promotion

      1. Define
         direct marketing and explain its role in IMC

      2. Distinguish
         personal selling from other forms of IMC

      3. List
         the activities that constitute sales promotion, including push and pull
         tactics, and explain their roles in IMC.