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Marketing Application Assignment 2  

Choose a recent advertising campaign that you are familiar with. For this campaign, work backwards and figure out answers to the key questions on developing a communications strategy:

1.   Who are our communications targets?

2.   What are our communications objectives?

3.   What key message do we want to get across?

4.   What communications tools shall we use?

5.   What communications budget shall we set?

6.   When is the  right time to communicate?

Make attempts to find answers to Q 5 above in media coverage of the campaign, before making an educated estimate on your own.

Please select a widely run advertising campaign in national or regional media (not foreign or local).  In an appendix, provide pictures of advertisements and/or links to TV commercials.