1. What is a marketing plan and why do you believe that its company's most important document?
2. What are the three types of marketing plans? How do they differ? Compare and contrast.
3. Describe in your own words theelements of an advertising plan and an advertising strategy?
4. What major factors contribute to the increased complexity of media planning? What are your recommendations on address these factors?
5. What are the 5Ms of the media mix, and how are they determined?