V. Media Recommendations (includes explanations of the following)
A. Media Objectives: This section relates media to the overall marketing & advertising plan, the specific goal of the media. Include:
1. The target audience to be reached in terms of demographics and psychographics
2. Continuity needed
3. Special geographic weighting needed
4. Degree to which media will have to support promotions
5. Creative strategy implications
(See Appendix 11)
B. Media Strategy: This section covers the specifics of the media plan. That means each of the media proposed should be listed and then support given for that recommendation. In addition, each of the strategies must be related to one or more of the media objectives. In some cases, explanations of why other more obvious strategies were not used or why a new plan that doesn’t follow historical tradition is necessary. The strategies should include the following:
1. Media classes selected (e.g., network TV or magazines)
2. Local and/or National strategies
3. Explanations of why a strategy is different from previous ones
4. Specifications of the size of media units to be used (15 or 30 second spots, full or fractional pages)
5. Relationship of strategy to that of competitors, with special emphasis on certain key brands that must be dealt with specifically (does the competition have a campaign that you will be directly opposing and/or challenging?)
6. A rational for EACH strategy statement
7. Explanations of EACH media strategy (Descriptions of each type of media used, why, how often, etc. (See Appendix 12a and 12b)
C. Media Schedule: Color-coded chart of media vehicles and daily/weekly/monthly use.
(See Appendix 13)
VI. Integrated Marketing Recommendations
(Includes explanations of the following)
A. Sales Promotion
1. Sales Promotion Objectives
2. Sales Promotion Strategies
3. Sales Promotion Executions
(See Appendix 14)
B. Public Relations Recommendations: A brief description of the public relations activities that will be used in support of the product or service. Ideally, summary statements of the following should be included:
1. Public Relations Objectives
2. Public Relations Strategies
3. Public Relations Executions
VII. Conclusions: Be short and to the point. This section should not repeat material previously included. Create a summary of the main points that you want to focus on, especially the problems and opportunities the product or service face.
Appendix 15: Selecting and Buying Media (Schultz, pg. 408)
Appendix 16: Guidelines for Print, Radio, and TV (Schultz, pg. 339-343)
Appendix 17: Promotion Objectives (Perrautt, Student CD)
Appendix 18: Executing the Big Idea (Kleppner, pg. 232)
Appendix 19: Slogans (Felton, pg. 13)
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