In other words, state what the program is trying to achieve. Summarize the BTL program indicating who the target is and how the program works. State which Media classes (types) the promotional program is using and explain how the program is integrating Paid, Owned and Earned media.

Assignment Question

Find a current Below-the-Line (BTL) promotional program that you believe to be particularly engaging to the campaign’s target and that seems to fit the campaign’s Organizing Idea. It must be a consumer oriented campaign: please do: Dove’s Real beauty campaign analyzing their educational program The Self-esteem Project. #Doveselfsteemproject. Then, here is what you are to do: State the Objective of the promotional program based on the research you did from trade journals or other sources. In other words, state what the program is trying to achieve. Summarize the BTL program indicating who the target is and how the program works. State which Media classes (types) the promotional program is using and explain how the program is integrating Paid, Owned and Earned media. You must cite all sources using Chicago style footnotes

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