Recommendations: Craft Marine Corporation should raise its advertising budget from $600,000 in 2001 to *********** in 2002, based on the objective-task approach. This budget permits the company to maintain current levels of advertising in national boating magazines and in cooperative newspaper advertising with dealers along with unchanged production costs. The extra capital will fund two separate color ads placed in Sport Illustrated magazines distributed in three regions. These regions will encompass coastal areas. The ads will focus on (CFC)�s introduction of three 20-foot boats made for marine conditions. This budget also allows an increase in dealer catalogues and consumer brochures. See exhibit ******* for proposed advertising budget. Problem Identification Statement: Craft Marine must select an advertising plan for 2002, which highlights product development, increases awareness among boat owners, and maintains sales growth of 15%, for their entire customer market. Facts and Underlying Issues: The Company � CFC has lowest brand awareness out of the ......

Word Count: 1785
Page Count: 7.1 (250 words a page / double spaced)

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