Date of Defense
John Weitzel, Marketing
Sandy Knechtel, BBDO-Detroit
This paper focuses on the Dodge Caravan. The project was to develop a comprehensive marketing communications plan with accompanying tactical concepts to effectively position the Dodge Caravan in the marketplace. Given a budget of 25 million dollars, excluding media, the author and other interns at BBDO Detroit were to consider all disciplines of marketing and advertising, including media plan, creative executions, and strategic mission.
Bell, Andrew Ronald, "Integrated Marketing Campaign: Dodge Caravan" (2002). Honors Theses. 401.
Honors Thesis-Campus Only