Mountain Bike Mania: The Promotional Plan
Author: Waller, David
Summary
This workbook offers the reader a simple, step-by-step guide to writing an appropriate, strategic, promotional plan. Ideally to be cross-referenced with Arens (2004), Duncan (2002) or Belch and Belch (2004), it presents a practical framework that allows the Advertising student to incorporate theory with application and imagination when embarking upon their own promotional plan assignment. A promotional plan provides the framework for organisations to communicate to their target audience in a creative and effective way during the campaign period. Therefore, the workbook will guide students through the procedures of planning, developing and implementing a promotional campaign. There is an explanation of what is expected in each section of the promotional plan, workspace to begin writing any creative ideas, plus an example of a promotional plan based on Mountain Bike Mania's introduction of their new bike, Pegasus. This is the second edition.
