Macy’s is currently facing a decline in sales. To reinvigorate their business, they have asked you to come up with an advertising plan. Considering the circumstances, they are only able to provide you around $ 30 million dollars for the campaign. You need to answer the following questions:

1) How would you allocate the $30 million across the various communication channels (television, print, radio, internet etc.)?

Merely providing the allocation based on television and print is not sufficient. You need to provide the details for the budget allocation within each communication channel. Eg: Within TV, you may distribute $1 million to CNN, $ 2 million to CBS, etc.

(Macy’s spent 664 million dollars on advertising in 2015)

Budget

Television:

Radio:

Print:

Internet:

Social Media:

TOTAL= $30,000,000