Identify your company
Identify your media: (Example outdoor billboard located along HWY 2 miles before exit XX) (2 pts)
Did you choose visual or print and why? (Example outdoor billboard media. Will use visual media to target morning commuters and direct them to exit to our coffee shop) (2 pts)
Identify your Target Market Coverage: (This can be generalized such as: Target market is adults 18-45, working professionals earning over 40K/year. They are located within a 5-mile radius or they drive by exit XX on HWY 70 on their way to work) (2 pts)
Identify your Geographic Coverage: (This can be general such as Drivers on Hwy 70 who drive by outdoor media located near exit XX) (2 pts)
Identify your Scheduling strategy: (Example: We will generally utilize a continuity pattern through the year then implement a Pulsing strategy during the specific seasonal times such as fall for pumpkin coffee drinks, Christmas Holidays and spring for iced coffee drinks) (2 pts)
Reach versus Frequency: How much reach is necessary? What level of frequency is needed? (3pts)
Creative Aspects and Mood. (Explain your ideas for the Creative aspect and mood of your ad. This can be general such a visual of pumpkin latte with pumpkin and pumpkin bread and a catchy phrase to direct traffic to our coffee shop) (3pts)
Your media strategy requires some degree of flexibility. Flexibility needs to be addressed by identifying: (3 pts)
Market opportunities
Market threats
Availability of Media
Changes in the media or media vehicles available.
Budget Considerations – Determine the relative cost of your media as Cost per thousand or cost per rating point, whichever is applicable. You may need to complete some outside research for this part to identify the costs and circulation figures or program ratings. (3pts)
Cost per thousand (CPM)
CPM=Cost of ad space X 1000
Circulation
Cost per rating point (CPRP)
CPRP= Cost of commercial time X 1000
Program Rating
Note: Work submitted for this class must not have been previously submitted by you or another individual for any course. Any student who submits previously used work will be reported to Columbia College Student Life and Academic Affairs administrators and a 0 will be given for the assignment.