Academic Writing-Advertising Plan

Use Fact pattern to develop the Advertising Plan (FACT PATTERN IS ATTATCHED AS FILE) 10-15 PAGES. There are FOUR parts to the paper, and each part should be 3-4 pages. .PART ONE-INTRODUCTION AND STRATEGY A. Introduction - Give a brief overview of company and product B. Strategy 1.) Objectives - whether you want to put something into consumer's mind, change a belief, persuade a consumer to act -If consumers do not know about your product or service, then one of the objectives will likely be to raise awareness -If they are aware, but know little about it, your objective may be to build their knowledge. -If they know about your product, you may aim to persuade them to like your product. -If potential customers like your product but are still buying your competitor's product, your objective will be to get them to prefer your offering. -Finally, some consumers may prefer your product but have not got around to buying it. In this case, your objective will be to persuade consumers to take the last step and make a purchase. 2.) Target Audience - Describe the specific group of consumers to whom the advertising message is directed. Give demographics, psychographics, and purchase behavior information, if appropriate. 3.) Product Features and Competitive Advantage - Describe the features of the product. Relate the features to the needs of the target audience. Also, discuss the product's strengths and unique characteristics as compared to competing products. Part Two .CREATIVE PLAN: A great ad is one so remarkable, so stunning or so convincing that it leaves a long-lasting impression of the product on the audience. A. Create ad that resonates (grabs audience's attention) AND ad that is relevant (meaningful to target audience). Draw, write, or otherwise describe in complete detail the ad that your agency has created for the company. [NOTE: You are creating an ad for one of the four major media: television, radio, magazine, or newspaper. Any other media choice should be addressed in Part 4 of the Plan] B. Explain why the ad resonates (grabs audience's attention) C. Explain why the ad is relevant (meaningful to the target audience). Part Three -MEDIA PLAN A. Selection of Media - where the ad will be placed - specifics about page, section, station, program (as applicable to media type) - why the media was chosen and discuss matching media audience to target audience [NOTE: In Part 2, you are merely creating the ad, but here in Part 3, you defend your media choice] B. Scheduling - when ad will run - how often and discuss frequency patterns - why frequency level (many times v. few times) was chosen. Part Four -COMMUNICATIONS PLAN - select at least two integrated marketing communication techniques to incorporate into the plan - give details of application of technique to company's situation - explain why technique was chosen to enhance promotion of product - discuss relevance to target audience