In this exercise you will design an advertising plan for a company. You will pick a company ofyour choice (the only criteria is that the company has to be relatively well-known to the generalpublic), review the company’s mission statement and strategic marketing objectives and developan advertising plan for the company. You will determine what product, price and place you willfocus your promotion campaign on. All of the suggestions in the paper have to be based onconcepts covered in this course. This is the main criteria for the evaluation of the strengths of thispaper. The paper should be double-spaced, typed in 12-point Times New Roman font and allowmargins of at least 1 inch. Your paper should consist of the following sections:

1. Company background (maximum 1 page). Here you will provide some general information about the company, which will help the readergain an understanding of what the company does, who its target market(s) is (are) and what thecompany’s strategic direction is. It should provide enough information about the company toallow the reader to make sense of any of the suggestions you are making for the company in yourpaper. So the reader can see what you are suggesting they do differently. This could be (but notnecessarily limited to) things like: description of the industry, review of the competition,company size and history, mission and vision, current positioning, previous advertisingcampaigns or target audience focus. Again, I emphasize that these are only suggestions youshould not feel pressured to write about all of these things. In the end, you should balance theusefulness of the information for the remainder of the paper and allowed page length.

2. Overview of the proposed advertising plan (maximum 1.5 pages). Here you will provide a “high-level” overview of what you are proposing for the company’sadvertising plan and how it fits with or will influence a company’s strategic direction. Make sureyou are clear on what the price, product and place are for this promotion plan. For example, ifyou are suggesting that the company should focus on a new target audience or reposition thebrand you need to explain what you’re doing using course concepts and provide justification ofwhy you think it is a good idea. Finally, in this section you should specify communication andbehavioral objectives that the advertising campaign will seek to accomplish and how theseobjectives tie into the strategic direction you are suggesting. However, if you think that conceptsfrom other chapters are relevant, you should feel free to rely on them in this section as well. Forexample, chapter 3 (Consumer Behavior) is likely to be relevant to all sections of the paper.

3. Detailed description of the execution (maximum 2 pages). Provide a detailed description of the advertising techniques yousuggest for the company. These should be consistent with what you outlined in section 2 of thispaper. For example (and this is only a suggestion), if you are suggesting that a company shouldreposition its brand, you should discuss the approaches to positioning, which informationprocessing model you will rely on and why, how you will approach advertising form a creativeperspective (and why), and what type of appeal(s) and execution tactic(s) you will use and why.

4. Evaluating (maximum 1.5 pages).Here you will discuss how you suggest the company should evaluate the effectiveness of theadvertising campaign.

5. Media (maximum 2 pages).In this section, you will suggest the media channels for the execution of the campaign, explainwhy you believe the media channels you are suggesting fit the campaign (please ensure you usemore than one media so it is an integrated marketing campaign). If applicable, discuss how otherpromotional tools could be used to supplement the campaign. If you decide to discuss additionalpromotional tools, please conceptually explain the benefit of doing so.

6. Conclusion (maximum 1 page).

This section should give the highlights of your recommendation, and discuss why you believethe advertising plan you proposed would be beneficial for the company. Also, please outline theanticipated outcomes of the advertising plan for the company, consumers and society as a whole.