The purpose of this assignment is to give you an understanding of the planning process for a promotional strategy.
Your assignment is to identify a specific company, product, or service and determine a 1-year promotional plan. The company or product is YOUR choice.
The minimum I would expect are the following:
- Target market identification
- Budgeting technique, e.g. Top-down, bottom-up
- Budget allocation, amount spent and on what areas
- 1 year time-line for your promotional plan
- Goal for your promotional plan, e.g. SMART goals
- Support for your promotional plan decisions, e.g. reach, frequency, etc
- Metrics to measure the success of promotional plan
