Advertising

In: Business and Management

Submitted By ivy71983
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ADVERTISING PLAN 2011 | MM575 – ADVERTISING MANAGEMENT | | | Ivory Miller | 12/11/2011 | |

TABLE OF CONTENTS Executive Summary | Page 2 | Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 | Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 | Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 | Testing & Evaluations• Advertising Research• Effectiveness Measurement | Page 19Page 19Page 20 | Bibliography | Page 21 |

EXECUTIVE SUMMARY
The use of cellular or mobile phones has shown remarkable growth and evolution over the past few years. Consumers can make voice calls, send text messages, access their emails, the internet and can even insure their phones in the event that they are lost or damaged for a small fee per month. All bases seem to be covered correct? Let’s imagine a worst case scenario and say due to the current economy your company has to downsize which involves laying-off your whole department including you. You’re back at square one looking for a job to match your qualifications. About two years have passed and your unemployment benefits have run out. You’re barely making rent or mortgage; you had to sell some personal items and are even working in a department store that you would consider yourself lucky to get since you are over qualified. You’re making some income but nowhere near enough and continuously put out applications for jobs that suit your qualifications. After all, you do have a mother in a nursing home that you are financially responsible for.…...

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