You are the Marketing Manager for Anna's Boutique. The company wants to make the transition from their traditional retail operation into an effective and exclusive online commerce operation. On paper, this looks to be a logical, strategic decision to make, however, if it is not done correctly not only is Anna's Boutique's market share and profits at risk, but the whole organization's existence is at risk. In addition to managing risk and hitting needed sales goals, you will need to inform and persuade your current and future customers to make their purchases online by putting a significant focus on education and awareness. Your total yearly marketing budget will be up to $72,000. You have been asked to spend up to 75% of the $72,000 during the first 3 months of the fiscal year to help publicize the launch and to use the remaining 25% for maintenance marketing over the last 9 months. Finally, the Senior Team has asked you to incorporate the use of Google AdWords in the marketing budget.

A B C Standard Proposed (budget=$72,000) TV $152,000 Broadcast & Cable 16 weeks Terrestial Radio $87,000 16 weeks Outdoor- $109,000 Billboards/Benches Local PreRoll- $32,000 Banners-Mobile 16 weeks Pandora $25,000 16 weeks Facebook $5,000 Promoted Posts 24 weeks Twitter Promoted $5,000 Posts 24 weeks SMS/Text Messaging $5,000 1000 Messages Google Adwords (Must $25,000 be used for this scenario) 26 weeks Email Marketing $45,000 Competitive Research $12,000