$10 million over a three month. SWOT ANALYSIS

| December 17, 2015

The assignment is to create a complete media plan/including budget for Village Surf Shop as outlined in Exercise 17.
Review all chapters, but pay special attention to Chapters 2, 4, 5, 6, 7 and 8.
The Coca-Cola case is a strong example.
Don?t forget online/social media in your planning and buying.
If you want to include guerilla marketing/PR events, price it at $25,000 per event. Explain these and indicate where and when they would take place. For the budget, just leave the total amount for guerilla/PR as a contingency.
The final product should include:
A Media Plan
1/ Executive Summary
2/ SWOT
3/ Creative Brief-Creative Strategy
4/ Media Objectives & Strategies
5/ Appendix
A Budget for a three-month campaign (as you did in Exercise 16)
Use media flight plan to assemble your budget and buying plan.
Save your data file on a usb drive (I will need to see these)
Turn in copies of Year at a Glance, Flowchart, Monthly Detail (for each month) and the Market List (these will be in the appendix)
The budget is $10 million over a three month, six month, nine month or one year period for a national, spot or national/spot campaign. Consider your universe carefully and use your data intelligently to make your decisions.
A Budget for a three-month campaign
Use media flight plan to assemble your budget and buying plan.
Save your data file on a usb drive
Turn in copies of Year at a Glance, Flowchart, Monthly Detail (for each month) and the Market List (these will be in the appendix)
– The budget is $10 million over a three month, six month, nine-month or one year period for a national, spot or national/spot campaign. Consider your universe carefully and use your data intelligently to make your decisions.

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3 types of Credibility. Speech
400-500 word. What is performance?

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