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Table of Contents
1. Executive Summary……………………………………..……………………………………………………2
2. Introduction…...………………..……………………………………………………………………….……3
3. Case Study………………………….................................................................................................................4
4. Situation Analysis………………………………………………………………………………………….…6 4.1 Historical Context……..…………..………………………………………………………………6 4.2 Industry Analysis………………………………….………………………………………………7 4.3 Market Analysis………………………………………………….……………………………….7 4.4 Competitor Analysis…………………………………………………………….………………..8
5 Objectives and Measurement of success………………………………………………………….….……..9 5.1 Communicating Objectives ……………………………………………………………..………9 5.2 Quantitative Benchmarks ………………………………………………………………….…..10 5.3 Measurement Analysis/Criteria for Success…………………………………………………..13 5.4 Time Frame……………………………………………………………………………………..13
6.0 Budgeting ……………………………………………………..………………………………………….13
7.0 Proposed Strategy …………………………………………………..……………………………….….16 7.1 Performance ……………………………………………………….…………………………..17 7.2 Assessment …………………………………………………………..………………..……….18
8.0 Advertising Campaign Proposal …………………………………………….…………………………19 8.1 General Objectives……………………………………..……………………………..………...19 8.2 Specific Objectives…………………………………………………………………..………….19 8.3 Media Strategy…………………………………………………………………………………..20 8.3.1 Flyers…………………………………………………………………………………20 8.3.2 Newspaper Advertisement………………………………………………………….26 8.3.3 Business Cards………………………………………………………………………28 8.4 Specific research……………………………………………….……………………………….30 8.5 Evaluation……………………………………………..…………..………….….……………..30
9.0 Web Campaign Proposal ………..…………………………………………….…………..…………….31 9.1 General Objective………………………………………………………………………………31 9.2 Specific Objectives…………………………………………….………………………………..31 9.3 Media Strategy…………………………….……………………………………………………32 9.4 Media

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