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Unformatted text preview: Action Desire Conviction Comprehension Awareness Learn>Feel>Do Do>Feel>Learn Advertising Strategy-Creative Strategy o Address target audience o Restates the objective o Specifies key benefits to be communicated o Offers support for benefits-Media strategy o Defines communication objectives o Describes use of media and vehicles Advertising and Sales-Theres no right way to determine a great strategy-The budgets are horrible Advertising Plan-Advertising budget o Budgeting is difficult and political o Methods for budgeting Methods of Allocating Funds-Historical -% of sales-% of profit-Unit of sale-Competitive parity (well do what they do)-Share of market-Objective task consider what we need to achieve by a certain time...
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- Fall '08