media planning on unity campaign

소개

unity campaign 기획에 있어 media planning 과 예산을 말레이시아 배경으로 조사한 리포트 이고 좋은 점수 받았습니다.

목차

Target Audience
Benefits
Media Objectives
Media Vehicles
Media Mix
Media Schedule
Cost Efficiency & Budget
References List

본문내용

 Frequency Goal:
Frequency is the average number of times individuals are exposed to advertising messages.
According to the Wikipedia, we estimate that there are 20277 students in MMU, there are 9000 students in Limkokwing, there are 10,000 residents inside Cyberjaya, and there are 8000 commuting knowledge workers in Cyberjaya. We aim to reach 95% of Limkokwing students, 60% of MMU students, 40% of the residents, and 50% of the commuting workers. Based on different media targeted on different markets, the frequency goal is different for each target group. For Limkokwing, we aim the average frequency for every reached individual as 6 times; for MMU, we aim the A/F as 3; for residents, we aim the A/F as 2; and for commuting workers, we aim the A/F as 2.
According to the formula: A/F = GRPs/reach, so we can estimate the result of A/F which is 3.71. Apart from the duplication of target groups, finally we plan our frequency goal as 3.2, which means that each of our reached audience will be exposured at least 3 times during the whole lead time.

 Timing goal:
Our campaign date is from Nov.26 to Nov.28, it’s from Thursday to Saturday; Because it includes both weekdays and weekend, it’s easier for people to arrange their time so that they can attend the campaign.
So we plan our lead time of this media plan as two months before the campaign, so it starts from Sep.23 (Wed) ~Nov.28 (Sat).
Considering that our campaign just lasts for 3 days, we didn’t plan our lead time so long, because we don’t have any sponsor and we need to balance our budget. Two month time is enough for planning a three-day campaign; if it’s longer, people will get visual fatigue and feel boring; if it’s shorter, we don’t have enough time to attain our reach and frequency goals. As a conclusion, two months is the most cost-effective lead time.

참고자료

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· The Unity Of The Keys In Spiritual Center In Key West Florida [image] (n.d.).
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· http://www.unityofthekeys.org/Home.html
· dreamstime [image] (n.d.).
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· Duncan, A. (2009). 10 Ways to Run Your Own Advertising Campaign. Retrieved November, 01, 2009, from http://advertising.about.com/od/smallbusinesscampaigns/a/youradcampaign.htm
· Ward, S. (2009). 17 Advertising Ideas for Small Businesses Part 1: Small Business Advertising Beyond Word-of- Mouth. Retrieved November, 01, 2009, from http://sbinfocanada.about.com/od/advertising/a/17adideas.htm
· Barr, C. (2007). Newspaper Inserts - Distributing Your Flyers. Retrieved November, 01, 2009, from http://ezinearticles.com/?Newspaper-Inserts---Distributing-Your-Flyers&id=797010
· Wesley, M. (2006). How to Build a Media Mix Model. Retrieved November, 03, 2009, from
· http://chiefmarketer.com/disciplines/branding/media-mix-model-041906/
· Gordon, T.K. (2007). Using an Effective Media Mix Your customers aren’t sitting still, and neither should you. With an effective media mix, you can reach them morning, noon and night.
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· http://www.entrepreneur.com/marketing/marketingbasics/article171986.html