ADVERTISING PLAN

TOMS had huge success in it's early life of the business. It's recent decline in popularity in the last few years can be attributed due to the larger mysteries of TOMS never fully answering when they first started selling their shoes. It's teenage and college audience from before are now are more mature and socially conscious which led them to ask questions about the organization. Questions such as:

? What kind of shoes does TOMS actually donate?

? Who gets the extra pair of shoes?

? How does this affect the economy wherever TOMS donates?

A. Why are we advertising?
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B. Who are we talking to?

1. Facts about them

2. Their attitudes and how they currently view the brand

C. What is the single most compelling idea we need to communicate to them?

D. Why should they believe this?

E. Desired brand personality/tone?