TABLE OF CONTENTS 1.0 Introduction.................................................................................4 2.0 Product description........................................................................5 3.0 Target Markets..............................................................................7 4.0 Advertising Objectives.....................................................................8 4.1 Benefits of Reading to Children............................................................9 5.0 Advertising Strategies....................................................................11 5.1 Strategies and tactics.......................................................................12 fig 1.1 6.0 SWOT analysis............................................................................13 6.1 Strength/Weakness analysis...............................................................13 6.2 Opportunities/Threats analysis............................................................14 7.0 Ethical considerations....................................................................15 8.0 Budget.......................................................................................16 8.1 TV.............................................................................................16 8.2 Radio.........................................................................................17 8.3 Newspaper...................................................................................17 9.0 IMC Elements...............................................................................18 10.0 Evaluation and Reccomendations....................................................20 11.0 Bibliography..............................................................................22 EXECUTIVE SUMMARY It has been found that the marketplace for children will be a difficult one to gain a foothold in, with such a fragmented marketplace and many competitors having already strongly established. However …
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…P & Hearne, C. 2004, 'The regulation of advertising to children in Australia' International Journal of Advertising & Marketing to children, Vol.4, No.2, pp63-68. Morrow, Robin and Jo, 'Time for books', newspaper article. The Sunday Program, 2004. 'Interview with Mem Fox'. Wells, W. 1997, Measuring Advertising Effectiveness, Lawrence Erlbaum Associates, New Jersey. White, R. 2000 'Advertising', McGraw-Hill Publishing Company, University Press, Cambridge. Young, Scott. 2003, International Journal of Advertising and Marketing to children, Oct, Vol. 5 Issue 1, p17. .