Comms 230 BYU

Executive Summary CORRECT ANSWER a short summary of the advertising campaign, target market, advertising strategy, creative strategy, promotions, and IMC, and media plan. Gives the client an abbreviated look at the campaign without having to read the whole book. this should be written in a way that the client knows everything that will be presented in the plan book. Will be written last. Situation Analysis CORRECT ANSWER evaluation of the internal and external factors of company and brand tha...