Macmillan's help is at hand Although the government has increased its investment in primary cancer treatment, patients still face difficulty accessing benefits. Macmillan Cancer Relief believed it was time for a campaign to tackle the financial hardship of patients. Macmillan hired your agency to design the campaign and supplied you with the following objectives. Objectives To generate publicity and to highlight benefits such as disability allowance. To drive traffic to the campaign website and hotline. …showed first 75 words of 4915 total…

…showed last 75 words of 4915 total…Promotion and Integrated Marketing Communications. Thomson Learning White, R., (2000) "Advertising", 4th edition, McGraw Hill, Glasgow. Williams, A. (2005) Contemporary Advertising. Boston, Mass : McGraw-Hill. Yvonne, M. (2002) The practice of market and social research: an introduction. Harlow: Financial Times Prentice Hall, 2002 Journals: One-fifth of women still not checking for breast cancer, Practice Nurse, 09536612, 11/12/2004, Vol. 28, Issue 8 Websites: http://en.wikipedia.org/wiki/Macmillan_Cancer_Relief http://www.promo.lbc.co.uk/events/coffee_morning/ www.motto.com/glossary.html