Developing the Advertising Program

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This activity is important because marketing managers follow the steps in the promotional process as they manage their advertising activities. For an advertising campaign to be successful, a significant amount of time and effort must be allocated to the development stage of the process.

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The goal of this activity is to help you better identify and understand the steps involved in developing an advertising program.$$

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Read the case below and complete the activity as instructed.

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To promote the latest movie, Elemental, Disney and Pixar needed to develop a creative advertising campaign that would capture its target market$$s attention and give them a reason to see the movie in theaters and streaming services. Disney and Pixar$$s advertising objective was to create excitement and anticipation about the movie among its target audience, which included children ages $212$ and their parents. Disney and Pixar$$s competitive advantage included its world$-$famous brand and reputation for creating entertaining, wholesome movies such as Cars and Monsters Inc. As part of its integrated advertising campaign and with the company's multimillion advertising budget, Disney and Pixar advertising executives designed a movie trailer television commercial that originally aired on the Disney Channel and major networks two years before the movie$$s release. The movie trailer provides a sneak peek into life in Element City featuring a new friendship between Ember, a fiery young woman, and Wade, her laid$-$back friend.