BUS317 Ashford Chapter 7 Marketing Plan and Creative Strategy Paper

1. Chapter 7 of the textbook describes the role of marketing plan and the importance and effect of marketing planning on integrated marketing communications (IMC). Using the text for support, address the following items:

  • Explain what the IMC approach entails, specifically with regard to marketing and advertising planning.
  • Describe how IMC needs both inside-out and outside-in perspectives.
  • Find a company and discuss the four sources of brand messages for that company (i.e., planned messages, product messages, service messages, and unplanned messages).

Your initial post must be a minimum of 300 words and be supported by your textbook and at least one professional or academic source.

2. The most effective advertisements begin with a creative strategy. To develop a creative strategy, many advertisers use the Creative Pyramid as a guide. For this discussion, review Chapter 8 of the textbook and address the following:

  • Describe the creative pyramid and each of its five levels.
  • Explain how the creative pyramid is related to the advertising pyramid.
  • Locate an example of a still-image advertisement (e.g., a billboard, magazine advertisement, social media advertisement, etc.) that exhibits the principles of the creative pyramid. Include the advertisement in your post as either a link or an attachment. (Remember to create a reference entry and cite the source for the advertisement you select.)
  • Describe where the elements of the creative pyramid are used in the advertisement, referring to Exhibit 9-2 (p. 224) for an example.

Your initial post must be a minimum of 300 words and be supported by your textbook.


Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). Retrieved from https://redshelf.com/

  • The full-text version of this e-book is available through your online classroom.
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