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You will develop an initial recommendation for the media types and outlets you i

by | Apr 19, 2022 | Business | 0 comments

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You will develop an initial recommendation for the media types and outlets you intend to recommend for your campaign.You do not need — at this early stage — to put together a flow chart. Rather, I am interested at this point in having you develop a written recommendation/rationale of the sort that will accompany your flowchart in your actual plan book and pitch.- First, identify who your target audience (TA) is (or who your audiences are). You must define your TA in terms of sex and age group. Why? Because media flowcharts do not usually provide psychographics or other types of identifying information. Rather, media outlets such as radio stations and magazines usually sell their “inventory” — their time or space — in terms of basic demographics: sex and age group. However, you are also welcome to provide a more detailed definition/description of your TA in terms of other variables as long as age group and sex are also included.- Then, for each super-category of media — paid, earned, and owned — list the media types (categories) and, beneath each type/category, the media vehicles (that is, the specific outlets within the category) that you are planning to recommend.Thus, for example, under paid media, you might list “newspaper” (which is a media type) and then under “newspaper” you would list New York Times, Wall Street Journal, Chicago Sun-Times, etc. (which are specific vehicles or outlets that are examples of newspapers).Also under paid media, you might list “radio” and then, under “radio”‘ you would list specific types/genres of stations (e.g., news, top 40, country music) and then specific stations (e.g., KKOB, KPEK, etc.) within those genres.- Next, for each media type (e.g., newspaper, radio, etc.) you need to provide a brief rationale: an explanation as to why you’re recommending that type. (Why is it appropriate for promoting this client or this service that the client offers? Why is it appropriate for reaching your designated target audience?) You will want to consult the various readings assigned for this week (especially the Belch & Belch chapter and the ACP readings) as they will provide information about the strengths and weaknesses of various media types.If you like, you can also provide rationales for the specific media outlets/vehicles you’re recommending. (Why The Alibi, specifically? Why KOB-FM? Why Snapchat?)- Next up: Timing. That is, over the course of the campaign, when would each media type or media vehicle be used?- Then, try your hand at rough media objectives. Feel free to use only reach (which is a percentage) and frequency (the number of times your average TA member should be exposed to your campaign, or to any element of your campaign.)- And finally, if you are ready to do so, sketch out a rough flowchart that accompanies/summarizes all of the above.Remember, this is a first pass (rough draft), not a contract, so you are not compelled to include in your final plan/pitch the recommendations you provide in this initial assignment. You might wind up doing that, of course, but you will have plenty of time to revise/refine your list.Attached is MEDIA PLAN EXPAMPLE for inspiration for this assignment. These plans were done using an advertising formulation, using different budgeted amounts of client funds.Keep in mind that the client has not yet given a specific budget. You may need to propose what that is while maintaining a realistic budget. In addition, it might be wise to consider a low-cost or no-cost media plan. In cases where you have low money or no money to work with, you would not be dealing with advertisements (paid media); instead, you would only be working with earned and owned media.

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