Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Select a client to create an advertising plan for. Write the plan in anticipation of it being reviewed
by the client. The writing should be professional and objective, including writing in third
person (e.g. avoiding referring to “I”, “we” and “our”).
The client must be a real business or non-profit organization that is small to mid-size, or a
business you are considering starting.
What is the client, including the business objectives they are trying to achieve. For
example, what industry are they in? How many employees do they have? How many
locations?
• Describe your client’s target customers/segments (see page 95 in the textbook for an
explanation of segments).
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