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Structuring a Campaign Plan (Project A) – GSC Program
There is no “exact” way to organize and assemble your plan book. However, it is critical
to make sure all of the information you gathered, the analysis you did, and the
conclusions/recommendations you are making are presented in a logical manner.
Your campaign plan both tells a story and makes a case. You might know something,
but if it isn’t written on paper or presented in a logical manner, it won’t make sense to
the readers. In other words, you won’t make your case. Likewise, all assertions in your
book MUST be attributed – if they are not, your book will read like the opinion page of
The Miami Herald, instead of the factual analysis and decision-making tool it should be.
Of utmost importance is to give credit and attribution whenever you “borrow” ideas or
material from others. Please remember that committing plagiarism will have serious
implications. With that in mind, below are all of the sections and subsections a typical
campaign plan includes. The major “sections” of the plan are in bold.

  1. Title Page (sample provided to you in orientation packet)
  2. Table of Contents
  3. Executive Summary – A short summary of the entire plan, describing the
    process undertaken to conduct the study and brief reference to select
    recommendations; usually the last item to be prepared, but the first item in the
    Research Section
  4. Problem Statement – Describes, as succinctly as possible, the problem facing
    the client and the issue to be tackled with this plan.
  5. Situation Analysis – Contains data and information to illustrate the problem and
    the client overview of the current situation. Includes “benchmarks” relevant to the
    company or industry. Typically includes all items pertaining to secondary
     Company analysis (history, mission, vision, values, organization,
    IMC resources)
     Product, brand, and/or service analysis (history, description,
    growth, historical sales, volumes)
     Analysis of existing markets/buyer behavior/current user evaluation
    (demographics, psychographics, seasonality)
     Competitive analysis (competitive sales, competitive media,
    direct/indirect competitors)
     Pricing/distribution analysis, if appropriate
     Analysis of past IMC and overall communications efforts
     Market and environmental analysis; market opportunity analysis if
    it’s a new product to be launched
     Other information gathered in secondary research
     Implications and guide or rationale for primary research
    Primary Research:

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new memories or the retrieval of old memories. We can see this in various people who have become subjects of case studies to understand their conditions. Some of the few case study subjects include the famous Henry Molaison also known as H.M., N.A, and even R.B.. Although amnesia affects each patient differently, they do share some similar characteristics in that they all suffer from some form of Anterograde Amnesia with varying degrees of Retrograde Amnesia (Siegert and Warrington, 1996). The effects of amnesia can also be seen in various films throughout history and even in present times, but they do not always get it right. Amnesia has been depicted in many Hollywood Blockbuster films like Memento, Bourne Identity, 50 First Dates, and so on. One movie in particular, Before I Go To Sleep, is a more recent film that depicts a 40-year-old woman suffering from Anterograde Amnesia in which she tries to piece together the pieces of her life. In the case of Christine Lucas, the main character of the film, Anterograde Amnesia is the central focus. Memory Phenomenon The first thing to remember in understanding amnesia is that it is important to explore the different aspects encompassed in this topic. Amnesia can either be categorized as having an anterograde nature or a retrograde nature (Siegert and Warrington, 1996). The onset of the condition can even be categorized as either psychogenic or organic (Serra, Fadda, Buccione, Caltagirone, and Carlesimo, 2007). No matter what the case may be, amnesia seems to affect each patient in varying ways. Anterograde Amnesia with varying degrees of Retrograde Amnesia, in the organic onset sense, tends to be the most common case out there (Siegert and Warrington, 1996). Now, although there may be little evidence of psychogenic anterograde amnesia, psychogenic retrograde amnesia, or organic retrograde amnesia with preserved anterograde amnesia that is not to say that it does not occur. With this in mind, it is important to dive into the differences between Anterograde Amnesia and Retrograde Amnesia. It has been accepted that the more severe one is, the more severe the other, although some say that Anterograde Amnesia and Retrograde Amnesia can be dissociable (Siegert and Warrington, 1996). Anterograde Amnesia mainly refers to the idea that any event that occurs after a brain injury or a>

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