Develops an IMC plan for an existing brand/product/company of your choice. Think of yourselves as the advertising group in a client firm or advertising agency that is preparing a promotional plan to present to the executive committee of your client organization. The presentation will be evaluated on the basis of over-all communication effectiveness and creativity. The presentation should, as a minimum, address the following topics: 1. Background, objectives and budget: What business is this company in? What segment(s) do you want to reach? What explicit objectives should be set for the advertising program? What is the budget for the entire project? 2. Copy strategy and creative program: Develop an overall creative strategy for your client. This will require an assessment of competitive activity, judgments as to the important points of appeal or differentiation, and consideration of alternative theories of communication and attitude change given in your text. In addition to the creative strategy, you will be expected to create an advertising piece for either print or video (less than finished is fine!). 3. Media strategy and promotional program: You are to recommend the overall promotional and media mix to be used. Include a schedule of alternative media and/or activities (e.g., contests, prizes, promotional materials, etc.) Justify why you have chosen specific media or promotional activities