A little more structure would be nice.

Does anyone else feel they cannot answer that survey question?  I don't read the ad's, but I do notice them - which isn't really a choice.

I am very happy there is an IMC outline provided before we even get into the material. That way, we can figure out how to use the information we will be learning and plug that into something useful.  

In terms of providing budget/goals for the Jeans Unlimited case.  My point was more towards how to make it something more tangible.  It seams that at every stage, we just had to make up numbers.  Well if we are making up numbers on goals, and basing our strategies on those numbers, then making up a budget - what value is that for a learner?  I honestly can say I have gotten very little out of the Jeans Unlimited case because I do not understand why any of the choices would be made in one way or another.  I can say I am going to spend say $500K on print advertising, but that should relate to a goal of some sort.  I would really like to know if doing x would provide for y.  Does spending $500K on print media increase the awareness of your product?  If so, how much.. where are the examples to guide us in these decisions?  There are no measurables.

I understand it is different for all of us because we all have different products and consumer bases. But to be a successful marketer, the real question is not "how much does it cost to run a television ad during Jeopardy?" rather, "what can running an ad during Jeopardy do for me?"  Then I can decide whether it is a good business decision or not.