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Question: You are working in an advertising agency and are in charge of a media plan for your client, Excel.
Excel is a line of chewing gum and mints available in Canada since 1991. It is produced by the Wrigley Company. Eclipse is the American version of Excel.
The new product Excel Blue is a new blueberry flavoured gum. It is fruity and also has zero sugar, making it a slightly healthier alternative to regular Excel gum and other gums.
The marketing campaign slogan is:
'True Blue, True Chew'
Price of pack of Excel Blue is: $2.99
Your budget is: $100,000
Imagine you need a minimum ROI of 20% for the total of your entire plan. Estimate the value of sales you would get from each media, and calculate your ROI.
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