Date of Defense

Summer 8-2-2002

Department

Marketing

First Advisor

John Weitzel, Marketing

Second Advisor

Sandy Knechtel, BBDO-Detroit

Keywords

cars, automobiles, vans

Abstract

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.

Access Setting

Honors Thesis-Campus Only

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