Complete Section III: Creative Strategies

This week you will be completing section III of your Marketing Plan based on the company provided to you by your instructor in Week 1 (Disney).

Use Font Times New Roman, Size 12 with 1 inch margins

Include cover page and reference page.

At least 80% of your paper must be original content/writing.

No more than 20% of your content/information may come from references.

Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.

Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.

References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.

Section III Creative Strategies

Advertising Objectives (min. 250 words)

What is the advertising supposed to do? Example: To increase awareness………

Message Strategies & Appeals (min. 500 words)

Message Strategy: What the advertising is attempting to communicate; i.e. the benefit, problem solution or other advantage that is the value of the product. Example: Use of this product will allow you to recover more quickly after strenuous exercise.

Message Appeals: How the advertising stimulates interest and influences feelings. Example: fear pleasure, comfort, convenience.

Media Recommendations w/ Examples (min. 500-750 words)

Provide 3 examples of media outlets you will use to promote this product. Examples we discussed in class are TV, Radio, Newspaper, Magazine, Direct Marketing, Internet/Interactive Media, Promotions and Publicity and Public Relations. With each example you will need to include the following:

• Objective
• Plan/Timing/Execution
• Rationale
• Budget

You will also need to include the creative aspect of each selection. For instance if you are choosing a TV commercial. Create a story board and provide a detailed description of the commercial.

 

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