Complete the Message Strategy & Media Plan portion of the plan.

1. Provide a summary statement of your message strategy that includes the following:

The message execution
The purpose of your IMC message
A description of the target audience
A description of the message personality or tone

2. Describe how the creative process supports the transition from the message strategy summary to the delivery of creative concepts. Include the following:

Rationale for how you arrived at the description of the message personality
Tools, such as brainstorming, lateral thinking, insight, and so forth, that you employed to achieve your IMC objectives

3. Create a one-year media plan matrix using the format in the Media Plan Matrix that proposes your most effective mix of media channels selected. Include the following:

A chronological schedule for implementation

A budget requirement to support the plan

4. Describe why the delivery of your message will be more effective than other approaches.

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