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Promotional Plan Assignment

Promotional Plan Assignment

Order Description
complete section of your marketing plan:

Write a 2-3 page recommendation for the integrated promotional plan necessary to successfully market your health care product or service (Intrathecal Pain Pump).

� Describe the audience (chronic pain patients) you hope to reach with the promotion efforts, the primary message to be delivered across all media, and the rationale
for your media choices. Take into consideration the geographic reach of your target market, and adapt your media choices accordingly.

� Also, be realistic in cost considerations � do not plan a $2 million ad campaign for a product that will only create $1 million in revenue. The U.S. Small Business
Administration suggests spending 7-8% of sales revenue on marketing and advertising each year. So, a new product expected to produce $10 million in sales annually
might have a $700,000�$800,000 ad budget for the first year.

� You will need to research the costs of local media (San Diego County) and other communications such as public relations or special events to create an estimated
budget for your total promotional plan. Much of this information can be found on the websites of local media outlets (search �ad rates�). For purposes of this
assignment, estimated costs are acceptable.

� Within this section draft, please demonstrate your grasp of the marketing terminology and concepts related to promotion and advertising. Be sure to include the use of
traditional media and interactive/social media that you feel are the best choices to reach your target consumers. Explain why you have chosen these media, using the
concepts of market segmentation and consumer buying behavior.

� Be sure to follow writing guidelines for this assignment.



15 points = completeness of content
10 points = appropriate use of marketing terminology and concepts
5 points = utilization of writing guidelines

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