....kDiscuss the various steps involved in media planning. When and why media planning assumes relevance and significance for a marketer? The word Media came from the Latin word "Middle". Media carry message to or from a targeted audience and can add meaning to the message. Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. The components of a Media Plan. The steps involved in media planning can be represented as a diagram as follows Steps in Development of Media Plan 1. Market Analysis Every media plan begins with the market analysis or environmental analysis. Complete review of internal and external factors is required to be done. At this stage media planner try to identify answers of the following questions: * Who is the target audience? * What internal and external factors may influence the media plan? * Where and when to focus the advertising efforts? The target audience can be classified in terms of age, sex, income, occupation, and other variables. The classification of target audience helps media planner to understand the media consumption habit, and accordingly choose the most appropriate media or media mix. 2. Establishing Media Objective Media objectives describes what you want the media plan to accomplish...
Words: 1002 - Pages: 5
...success versus a flop. For many products and services the web can directly facilitate the traditional "Four P's" in a marketing strategy: Product, Price, Place and Promotion. Every marketer needs to consider how the web will play a part in guiding the growth of the company through marketing its products or services. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. In the process of planning, the media planner needs to answer questions such as: * How many of the audience can be reached through the various media? * On which media (and ad vehicles) should the ads be placed? * How frequent should the ads be placed? * How much money should be spent in each medium? Media planning's major steps include: * 1 - Targeting, * 2 - Environmental scan, * 3 - Understanding the audience, * 4 - Determination of content, * 5 - Control.[1] The word Media came from the Latin word "Middle". Media carry message to or from a targeted audience and can add meaning to the message. Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. Steps in Development of Media Plan 1. Market Analysis Every media plan begins with the market analysis or environmental analysis...
Words: 1567 - Pages: 7
...pioneer Carl Jung proposed three different dimensions in which thinking differs: sensing versus intuiting, thinking versus feeling, and extraverted versus introverted creative abrasion- the clash of ideas, abstracted from the people who proposed them, from which new ideas and breakthroughs can evolve interpersonal abrasion- the clash of people, often resulting from an inability to regard idea feedback as separate from personal feedback, from which communication shuts down and new ideas get slaughtered unique selling proposition- A promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer comparison advertisements -advertisements in which an advertiser makes a comparison between the firm's brand and competitor's brands Testimonial -an advertisement in which an advocacy position is taken by a spokesperson Infomercial -a long advertisement that looks like a talk show or half-hour product demonstration media planner -an advertising agency (although on occasion an...
Words: 2580 - Pages: 11
...Letter of Transmittal August 07, 2010 BRAC Business School Syeda Rownak Afza Course instructor MKT 424 BRAC University Madam, We are glad to submit the report on “Advertising Planning and Strategy”. We would like to say that this assignment was very helpful for us to know about different advertising methods and the way an organization takes decisions and plans to attract foreign visitors according to these methods. So it was a wonderful opportunity for us to work on this topic and we are very grateful to you for giving us this opportunity. We took some information from Abakash Parjatan Corporation about tourism related. We will be honored to provide you any additional information, if necessary. Sincerely Yours, MD.Wahiduzzaman(07304036) Abeda Rezwana Khanam(08104080) Sharifa Tanjim (08104127) Fatema-Tuz-Zohara(08304082) Takka Mokaddesa(08104117) Md.Emdadul Hoque Mobin(07304074) Acknowledgement We acknowledge our heartiest gratefulness to all who have extended their hand of co-operation in preparing the report. At first we express our gratitude and acknowledge our indebtedness to our relevant course instructor for his overall co-operation, guidance, advice and support in discharging our responsibilities consciously and preparing this report. We would like to thank all the group members of our group for the sincere effort to complete this report. Without the teamwork and supportive attitude of the group members it wouldn’t have been possible to prepare...
Words: 5245 - Pages: 21
...MCS 3620: Marketing Communications IMC Plan Report Group 7 November 27th, 2014 Table of Contents Introduction…………………………………………………………………………………Page 3 Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis TOWS Analysis……………………………………………………………………………..Page 5 Marketing Objectives………………………………………………………………………..Page 7 Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach Target Audience……………………………………………………………………………Page 11 Proposed Budget…………………………………………………………………………...Page 12 Overall Communication Objectives………………………………………………………..Page 13 Overall Creative Strategy…………………………………………………………………..Page 13 Creative Execution………………………………………………………………………....Page 15 Media Strategies……………………………………………………………………………Page 18 Activity Schedule…………………………………………………………………………..Page 21 Plan Assessment and Evaluation…………………………………………………………...Page 22 Bibliography………………………………………………………………………………..Page 23 Introduction Tesla was created in 2003 in the Silicon Valley by a group of engineers including current CEO, Elon Musk. They created the first fully electric vehicle and then released the Model S in 2012 which came to market as the first fully electric luxury vehicle. The Model S can drive 426 kilometers on a single charge. Tesla tapped into a market that is still expanding and growing with more and more...
Words: 6531 - Pages: 27
...Marketing IMC and Customer Satisfaction The purpose of this paper is to expand on our previous business plan and marketing strategies for our hypothetical business venture. In this paper, I will provide a comprehensive examination of the goals and objectives of our marketing plan and discuss how the performance of the marketing plan can be measured. In addition, this assessment will discuss how additional promotional strategies such as “word of mouth” and automated messaging can benefit the company. This paper will compare several non-traditional promotional techniques and compare them with some conventional marketing strategies to evaluate their potential strengths and weaknesses. This examination will also discuss how to handle potential problems that may arise due to miscommunication and fluctuating customer expectations of our products and services. Our final marketing plan will incorporate all of these factors, which will help us create policies and procedures that will help the firm avoid potential conflict with customers and maximize growth and revenues. As discussed in our previous papers, we are assuming that we are operating a tutoring company in which we send our tutors to our clients’ homes to help them prepare for a variety of academic related examinations. Our professionally trained tutors work closely with our clients and their families to help them with organization, test preparation, and general study skill techniques. The product that we are selling...
Words: 1466 - Pages: 6
...I. Introduction Ms. Morningstar, My name is Kay Williams and I am a professional business consultant. From my understanding, your business is in need of a little tidying up. UMUC Haircuts already has some wonderful aspects. You already have a faithful customer base. Your customers have been using your services for a long time and they trust you. I think with a little bit of organization your business will thrive like never before! II. Analysis A. Buyer Power Here you ask yourself how easy it is to drive your prices down. This is of course driven by the number of customers and the importance of each individual to your business. The buyer power controls everything! We need to think about what the customer’s needs are. When does the customer like to schedule his/her appointment? What services does the customer utilize? What are some ways for the customer to provide feedback for what they want? B. Supplier Power Here we assess how easy it is for suppliers to drive up prices. This is driven by the number of suppliers of each key input, the uniqueness of their products and their strength and control over you. There are tons of suppliers. We can choose our suppliers however we want. However, let us consider quality products. Quality doesn’t always mean the cheapest. We need to also be sensible with our selections and try not to break the bank! C. Threat of Substitution This is the ability of the customer to find a different way of doing what you do; an easier way perhaps...
Words: 610 - Pages: 3
... Min, Duan B014342 Chang, Zhang B027731 Table of Content 1. Introduction 1 2. Background 1 3. Communication Objectives 1 4. Target Audience Segmentation 2 5. Media Planning and Selection 3 6. Communication Budget 4 7. Promotion Strategy 5 a. Outdoor 5 b. Internet 7 8. Evaluation 9 9. Conclusion 10 1. Introduction With the increasing impact of greenhouse gas emissions as well as people’s awareness of protecting the living environment, our group decides to launch a campaign aiming at mobilizing people to reduce the emission of their carbon footprint on their own efforts. The core message of our campaign is to arouse the college students in Loughborough to strive their own effort to minimize the output of greenhouse gas in their daily life mainly through battery recycle, furthermore, to help spread the environmental consciousness to more citizens. The paper illustrates the core strategy of our advertising campaign, including our communication objectives, target audience, the budget, and media types to conduct the advertisement as well as the evaluation of the campaign. We are confident that via a dedicated implementation and control of the communication process, this advertising campaign will be a success not only in motivating people to reduce the carbon dioxide, but also in collecting people’s concentrated efforts to protect the environment we live by....
Words: 3086 - Pages: 13
...MKT 3151 Creative Advertising & Promotion Coursework 2 STUDENT NAME: Shaun Joseph Chakramakil STUDENT NUMBER: M00476148 MODULE LEADER: Dr.Shing-Wan Chang Company Name: Cadbury Introduction: This report aims to portray an advertisement campaign for Cadbury, a brand owned and sold by Mondelez International. This gives out a range of means for Mondelez to meet below mentioned objectives with promotions running from 1st July 2016 to 30th June 2017, with a budget constraint to £2 Million. This report discusses a collaborative marketing strategy which can be employed by Cadbury, where the company can collaborate with Virgin Galactic LLC, who delivers commercial spaceline services. It serves a carrier craft; a spaceship (WhiteKnightTwo); Satellite launcher vehicle (LauncherOne) (Bloomberg, 2016). The motive of the company is to promote space tourism by commercially making wealthy people go 100 kilometres from earth to outer space and back for a whooping price of £175,000 (Howell, 2016). This report also would discuss matters regarding how to effectively put forth this collaborative strategy for the benefit of Cadbury as a whole. The promotion runs for a year, where the customers will have to participate in a lucky draw contest, which would require them to purchase any 5 Cadbury bar chocolates. The wrappers of these chocolates and contact details of the customers can be either to Cadbury directly via post or dropped in Cadbury Kiosks strategically...
Words: 3617 - Pages: 15
...Institute of Technology R. Kipp Martin University of Chicago South-Western Cincinnati, Ohio Contents Preface Chapter 1: Introduction ♦ Scheduling a Golf League Chapter 2: An Introduction to Linear Programming ♦ Workload Balancing ♦ Production Strategy ♦ Hart Venture Capital Chapter 3: Linear Programming: Sensitivity Analysis and Interpretation of Solution ♦ Product Mix ♦ Investment Strategy ♦ Truck Leasing Strategy Chapter 4: Linear Programming Applications in Marketing, Finance and Operations Management ♦ Planning an Advertising Campaign ♦ Phoenix Computer ♦ Textile Mill Scheduling ♦ Workforce Scheduling ♦ Duke Energy Coal Allocation Chapter 6: Distribution and Network Models ♦ Solution Plus ♦ Distribution Systems Design Chapter 7: Integer Linear Programming ♦ Textbook Publishing ♦ Yeager National Bank ♦ Production Scheduling with Changeover Costs Chapter 8: Nonlinear Optimization Models ♦ Portfolio Optimization with Transaction Costs Chapter 9: Project Scheduling: PERT/CPM ♦ R.C. Coleman Chapter 10: Inventory Models ♦ Wagner Fabricating Company ♦ River City Fire Department Chapter 11: Waiting Line Models ♦ Regional Airlines ♦ Office Equipment, Inc. Chapter 12: Simulation ♦ Tri-State Corporation ♦ Harbor Dunes Golf Course ♦ County Beverage Drive-Thru Chapter 13: Decision Analysis ♦ Property Purchase Strategy ♦ Lawsuit Defense Strategy Chapter 14: Multicriteria Decision Problems ♦ EZ Trailers, Inc. Chapter 15: Forecasting ♦ Forecasting Sales ♦ Forecasting Lost Sales Chapter...
Words: 5633 - Pages: 23
...Business Model and Strategic Framework – IndiGo Airlines Business Model and Strategic Framework – IndiGo Airlines 2013 7/24/2013 2013 7/24/2013 Introduction IndiGo began its operation in 2006 and after being into business for six years, it has become India’s largest airline services overtaking Jet Airways in November 2012. Through this project report, we aim to understand the business model that is used by IndiGo and their marketing strategic framework which would help us to understand the enormous growth shown by IndiGo. Porter’s 5-Force Analysis for Airline Industry and GoIndigo in particular 1. Threat of New Entrants New entrants in the aviation industry face intense competition from the existing players and these new entrants themselves act as a huge competition to the settled players in the market. Barriers for new entrants: 1. High initial setup cost- The initial setup costs for the entrants include the airbus costs, setup costs, licensing costs, costs to airports, inventory costs, and many other costs including taxes. This increases the entry barrier to the new entrants who are willing to enter the market. 2. Existing player’s defence of market share- The existing settled players have a loyal set of customers, an established brand name and an extensive value chain. With the entry of a new entrant, the existing companies can easily defend their market share from the former. Additionally, the existing companies have an advantage of the economies...
Words: 2809 - Pages: 12
...sales. The IMC plan uses all the available media channels to promote the brand throughout the year because of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the formula of Thailand drink but just not as sweet as it. The Company expanded into Hungary by the year 1992 and then in United States by the year 1997. The Company rose to billion-dollar Company by the year 2008. The...
Words: 2290 - Pages: 10
...Club IT Competitive Advantage Strategy in Innovation Student Name BIS/219 January 9, 2012 Instructor Club IT Competitive Advantage Strategy in Innovation Music clubs and nighttime entertainment venues have been a mainstay for those that enjoyed nightlife activities for centuries. As with most other business enterprises of the past quarter century, information technology has been an integral part of attracting, servicing and maintaining an ever growing customer base who live in a digital age. CLUBIT Innovation Strategy In this age of mobile access of digital information, the nightclub environment can be one to indeed capitalize on recent technologies that enable the average consumer to enjoy, share and participate in entertainment activities in real-time. Digital services provided by a nightclub will provide the opportunities to the clientele to combine both a passion for night time entertainment and staying socially connected simultaneously. By offering “club connectivity”, patrons can participate in the nightclub scene in a more enhanced and safer way. By establishing a club membership program, information can be gathered on customers and used to cater to personal needs more. Though membership programs for nightclubs are not new, an innovation in how the information is used may provide better and more exciting services by CLUBIT. Establishing a membership link on the CLUBIT website will allow potential customers to join any one of several membership levels...
Words: 751 - Pages: 4
...3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers Answer: A Diff: 3 Page Ref: 428 Skill: Concept Objective: 15-1 4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising objectives B) setting the advertising budget C) developing advertising strategy D) selecting a target market E) evaluating advertising campaigns Answer: D Diff: 2 Page Ref: 430-431 Skill: Concept Objective: 15-2 5) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. A) objectives B) budgets...
Words: 9285 - Pages: 38
...Table of contents Introduction……………………………………….………2 Mojo Media Executive Summary Objectives Situation Analysis.......…………………………………...5 Historical Context Industry Analysis Market Analysis SWOT Competitor Analysis Objectives…………………………………………….…12 Quantitative Benchmarks & Time Frame Budgeting……………………………………………..13 Method & Amount Strategy …………………………………………………14 Target Market Campaign Strategy Execution…………………………………....…………17 Creative Objectives & Strategies Creative Testing Media Plan………………………………………37 Objectives Strategies Choices Scheduling and Budgeting Integrated Marketing Communications Evaluation………………………………………………46 Criteria for Success-Measurement Methods Marketing Recommendations Conclusion……………………………………………..48 1 INTRODUCTION Mojo Media MoJo Media is a full service advertising agency dedicated to providing companies with creative, executable, and effective ideas. We specialize in helping brands take their company to a whole new level. By working personally with each client, we are able to develop creative solutions to transform the brand. We would like to thank Naked Juice for inviting our advertising agency to design an advertising campaign. We are confident that our advertising ideas will put some mojo into the way consumers see your juice products. 2 INTRODUCTION Executive Summary Naked Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of...
Words: 6787 - Pages: 28
