| Introduction |
This workbook offers the reader a simple, step-by-step guide to writing an appropriate, strategic, promotional plan. Ideally to be cross-referenced with Arens (2004), Duncan (2002) or Belch and Belch (2004), it presents a practical framework that allows the Advertising student to incorporate theory with application and imagination when embarking upon their own promotional plan assignment. A promotional plan provides the framework for organisations to communicate to their target audience in a creative and effective way during the campaign period. Therefore, the workbook will guide students through the procedures of planning, developing and implementing a promotional campaign. There is an explanation of what is expected in each section of the promotional plan, workspace to begin writing any creative ideas, plus an example of a promotional plan based on Mountain Bike Mania's introduction of their new bike, Pegasus. This is the second edition. |
| Description |
This workbook offers the reader a simple, step-by-step guide to writing an appropriate, strategic, promotional plan. Ideally to be cross-referenced with Arens (2004), Duncan (2002) or Belch and Belch (2004), it presents a practical framework that allows the Advertising student to incorporate theory with application and imagination when embarking upon their own promotional plan assignment. A promotional plan provides the framework for organisations to communicate to their target audience in a creative and effective way during the campaign period. Therefore, the workbook will guide students through the procedures of planning, developing and implementing a promotional campaign. There is an explanation of what is expected in each section of the promotional plan, workspace to begin writing any creative ideas, plus an example of a promotional plan based on Mountain Bike Mania's introduction of their new bike, Pegasus. This is the second edition. |
| Key Features |
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| Table of Contents |
Preface The Structure of a Promotional Plan Executive Summary Introduction Situation analysis Objectives Budget Target Audience Communication strategy Creative strategy Media planning Media strategy Campaign Evaluation Conclusion Presenting Your Plan References Case: Mountain Bike Mania: Promotional Plan for Pegasus Bikes Appendix 1: A Promotional Plan for Pegasus Bikes Appendix 2: Advertising Industry Contacts |
