TABLE&OF&CONTENTS! &&
I.&Executive&Summary&
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II.&Situation&Analysis&
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Market&Analysis& &
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3&
o The&Four&P’s&&
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Brand/Creative&History& &
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Competition&& & o SWOT&Analysis&
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Target&Audience& &
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Geography& &
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Purchase&Cycle&and&Timing&
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Media&Mix& &
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III.&Media&Objectives,&Strategies&and&Rationales& 22\\&
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Target&Audience&& & & o A&Day&in&the&Life& &
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22&
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Media&Mix&& & & & o PMN&Grid&Trends& &
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25&
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Reach/Frequency&Media&&&
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Budget& & o MFP& &
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38&
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Geography&& &
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44&
Scheduling/Timing&&
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46&
Sales&Promotion&& &
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48& 1&