Advertising Plan – 217

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

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

can obtain additional information from the book publishers website at:

advertising plan will be on: Grant Park Music Festival –

  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

      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.

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