Need business and finance help with a Media Planning Paper

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GB531 | Advertising Assignment | Unit 3 Media Plan Every advertising campaign requires a media plan. For this Unit 3 Assignment, you will use the typical media plan format as described in Chapter 7 of our textbook. Directions 1. Use the Microsoft Word document template in Doc Sharing: Unit3AssignmentMediaPlan.docx as the starting point. Download the template and save it as your own document, for example, YourNameUnit3GB531.docx. 2. Although there is no requirement for you to apply and cite references for this Assignment, if you do, include a References page and use APA formatting for the in-text reference citation parentheses. Chapter 7 of our textbook addresses media strategy. Doing additional research on how to prepare a media plan is recommended. 3. Use third person perspective (no use of first or second person pronouns such as “I” or “you”). 4. Decide what brand, product and target market you will use as the basis for your Media Plan. The brand should be fictional: do not use any existing advertising campaign and/or media strategy as your example. You are expected to make assumptions and offer reasonable justification. The main sections of a typical Media Plan include: 1. 2. 3. 4. Marketing Analysis Advertising Analysis Media Strategy Media Scheduling (note: this section is not required for this GB531 class) 5. Justification and Summary 5. Complete your media plan. 6. Proofread your paper, run spell check and grammar check and proofread again 7. Submit your completed paper into the Unit 3 Assignment Dropbox. Unit 3 Assignment: 75 possible points The purpose of this assignment: to demonstrate a graduate level understanding of the process and contents related to preparing a Media Plan. 1 GB531 | Advertising Unit 3 Assignment Grading Criteria Possible Points Submitted a Microsoft Word document containing a Media Plan. Described the fictional brand, product and target market you used as the basis for your media plan. The content provided reasonable justification for presented assumptions. 10 Completed the Marketing Analysis section of the Media Plan. 10 Completed the Advertising Analysis section of the Media Plan. 15 Completed the Media Strategy section of the Media Plan. 15 Completed the Justification and Summary section of the Media Plan. 10 Content demonstrated original thought and exhibited appropriate judgments, conclusions and assessment based on evaluation and synthesis of information. 10 The content used good composition, grammar, punctuation, capitalization and spelling. 5 Total Possible Points Points Received 75 2 Running head: MEDIA PLAN 1 Media Plan Student Name Kaplan University Unit 3 GB531 Advertising Dr. Rita Gunzelman Month, Day, Year MEDIA PLAN 2 Media Plan In this first section, provide a brief summary of the purpose of this media plan. Below is the format for a typical media plan except for the Media Scheduling section, which has been removed for the purposes of this Assignment. Before you submit your completed Media Plan, change all red font (Ctrl A selects all text) to black. Marketing Analysis Include a sentence or two about the marketing analysis. This is the bigger picture portion of the media plan that ensures the subsequent advertising analysis is integrated and in harmony. Fundamental Marketing Strategy Xxxxx Demographic characteristics Xxxx Lifestyle characteristics Xxxx Geographic location(s) Xxxx Level of product usage Xxxx Product Benefits and Differentiating Characteristics Xxxx Pricing Strategy Xxxx Competitive Environment MEDIA PLAN 3 Market share Number and competitive market share of product category firms Regulatory and economic factors Describe the regulatory and economic situation currently facing the product category. Advertising Analysis Fundamental Advertising Strategy Xxxxx Product awareness goals Xxxx Target audience(s) advertising weight Xxxx Budget Allocation to marketing communication mix Xxxx Allocation by media category Xxxx Allocation by media vehicle Xxxx Media Strategy Match Media Vehicles with Target Audience Describe the relationship between the media vehicles and the target audience media preferences. Creative and Communication Considerations MEDIA PLAN 4 Product demonstrations Xxxx Complex message Xxxx Daypart and/or seasonal requirements Xxxx Media compatibility Describe the media compatibility with message themes and competitive considerations. Justification and Summary Include goals, how to measure achievement, contingences, etc. This is the perfect place to mention how the media plan addresses both the advertising strategy and the integrated marketing strategy. MEDIA PLAN 5 References Lane, W. R., King, K. W., & Reichert, T. (2011). Kleppner’s advertising procedure (18th ed.). Upper Saddle River, NJ: Prentice Hall.
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