Coke IMC Plan

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A 5 page paper providing an integrated marketing communications plan for the "classic" Coca-Cola product. The paper identifies the 13-18 target market and promotional objectives. It describes the promotion mix and provides a $2.3 million budget, and provides four points for evaluation. The plan includes advertising in high school newspapers and teen-focused magazines but focuses on using the electronic environment, video games, malls and cell phones. Bibliography lists 7 sources.