Executive Summary

In this media and advertising proposal we hope to accomplish the objectives set for the brand, Dr. Pepper. Our objectives consist of: raising sales by 10 percent, reaching the new selected target market, raising brand loyalty among consumers, connecting Dr. Pepper as an alcoholic drink and also creating a popular and hip image for Dr. Pepper on college campuses. The target market that will be the focus of this plan is men and women from ages 18-26. The media plan will mostly concentrate on college campuses in the United States, gearing towards both undergraduate and graduate students. Through our creative media plan we hope to change the image of Dr. Pepper to suite our target market and increase sales for the brand.

To even the competition between the industry leaders and Dr. Pepper, we chose four media vehicles that Pepsi and Coke had previously been using while Dr. Pepper did not. The scheduling for using these media vehicles at specific times during......

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Title: Doctor Pepper - Situation Analysis
Approximate Word Count: 1163
Approximate Pages: 5 (250 words per double-spaced page)

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