Environments in Planning
Instructions: You may work in a group of no more than 3. If yon choose to do that, pleas email mo the names involved in your group by April 14,
This Project should be double spaced, 12-point font and a minimum of 5 pagss fo leg cover all required sections. Grading rubric is posted in Moodle. The assignment is sort 400 points.
The Scenario
In the wake of the economic downturn and the collapse of the American auto industry. GM is looking to restore its image with the American public. Congratulations, your advertising agendy has been selected by GM to develop an advertising plan that will assist in the clarification of the organization’s objectives and the strategy by which it will meet those objectives. The organization has the funds and manageme place to mount an advertising campaign that they hope will counter the bad press and unfortunate circumstances that has befallen the company. Your goal is to help GMA formalize their value proper in the wake of the disaster and extend that into an advertising plan that they can then use to develop the advertising campaign itself.
In order to do this, you will need to conduct research into how consumers feel about the company and th product it sells. You will also need to investigate the situation surrounding the need for thas particula advertising push from GM in order to understand the market it faces as well as the various segments the company may need to address in order to effectively counter negative press, anti-GM sentiment, and the
“conventional wisdom” that GM built too many trucks and SUVs. Due to the pressing need of this advertising in the wake of its bankruptcy and of falling profits, GM has set aside an operating budget of $10,000,000 with which to conduct an advertising campaign during the coming year. This inclades paying for your company’s services as well as the media formats selected for this campaign, so you will have to be conscious of the overall budget.
Your agency has been brought in to complcte the advertising plan, which has been broken into several distinct parts.
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Exccution
Braluation
The final plan should not only contain these components, but it should also demonstrate the quality of your company’s professionalism and marketing skills. In other words, your group has not only been tasked with demonstrating your understanding of how to build an advertising plan but with your ability to market the company within the context of this advertising plan so that you could use it as an example for future clients.