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Develop the second part of an Advertising Plan (AP) for the client. The campaign is scheduled for October through December 2003. Complete your AP based on the information from Exam # 2 (and/or anything you've discovered since then). You are free to change the ideas and recommendations you presented in the second exam. Your AP is to be a maximum of five pages, not including your reference page(s). The five-page limit includes everything except your reference page(s)--exam, print ad, table, etc. Only if you include a reference page can your exam be over five pages long.
You’ll be given information in class to use for completing this exam [e.g., budget for media plan, regions or market(s), media rates, etc.]. Include all of the following sections in your exam. You do not have to include the titles when you type your exam. You do not have to indent as I do in this handout. Do not add extra spaces between sections. Type only the appropriate numbers and letters at the beginning of each section or part of the exam. Type Section 1 on the first page. Type Section 3, and so forth, immediately after Section 1 on the first page. Turn in your print ad from Section 2 below on a separate page. You do not need to put a heading or number on your ad. I’ll show you how to prepare it in class.
Use your book and any outside research you do to support your decisions. Remember: the more concise yet detailed and specific, the better.
1. Advertising Objective - Write an Advertising Objective using the formula explained in class:
To Do--What--To Whom--How Many--By When. Type the kind of objective and then the objective itself, as shown below. Your advertising objective must match or be consistent with your print ad.
See the example below as well as Ch. 8 (including Objectives on pp. 249-253) and Ch. 5 (including
the Four Modes of Consumer Decision-Making, etc., on pp. 145-156). NOTE: The example below represents the minimum level of...
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