1. Purpose of the Assignment and Learning Outcomes Upon completion of this assignment, students have - Constructed a media plan that utilizes primary and secondary market research to provide information that supports a given creative strategy and marketing communication objectives. - Designed a media plan for a product or service that supports a given creative strategy and satisfies marketing objectives for a campaign. 2. Instructions/Details: formatting and submission information a) Based on the Situational Analysis state the marketing objectives for your company as what it wants to achieve with the IMC (5 points) b) Based on company objectives from point a) design: i. Media Objectives - (see chapter 5 for the list of possible objectives) ii. Media Strategy: - Must address all six elements/tools of the Promotions Mix ( 10 points for each tool; 60 points total): 1. objectives for each 2. strategy for each - what are the tools that will help to meet the objective 3. reasons for the tool selection or why the tool is not going to be used (in one sentence) - Execution (10 points for each point below, total 30 points): 1. cost - research and present the cost of placing an ad in a national newspaper and, on radio on national TV 2. coverage - what target audience you want to reach to 3. timing=blocking chart - must include all tools 3. Instructions/Details: formatting and submission information This assignment is to be completed on-line in groups, throughout the duration of the course days, including: - Research for information and sources; - Group discussion