Write a Media Plan for Gatorade that contains all the following:
1. Marketing Objectives
2. Advertising Objective
Media Objectives
Target
Target Coverage
Regionality
Seasonality
Media Strategy
Media Mix
Scheduling
Reach, Frequency, Media Weight
Implementation and evaluation
Suggestions for Vehicle Selection for Each Selected Medium
Media Flowchart
Plan for Evaluation
3. Executive summary
4. Appendix: Provide any necessary materials, such as data sources, tables and
figures
1.Marketing Objective
Based on your research on your product (Gatorade), establish/identify a sensible marketing objective.
2. Advertising Objective
Propose how advertising can contribute to achieve its marketing objective. Typically, advertising objective would be communication objectives, such as creating top-of-mind awareness, increasing consumers’ understanding of the brand benefits, create brand preference, maintaining brand loyalty, etc. In some cases, advertising may be used to support the sales promotion effort (sweepstakes, special events, coupons, etc.). When this happens, advertising objective may be more directly connected to actual sales increase.
3. Media Objectives
a. Target Selection
Determine your target audience group(s) based on your situation analysis, the group you want to reach. Consider minority groups or “special” groups to reach. Include such information as demographics, psychographics, and media consumption habit. You may call this a profile of your target audience. You may find more than one consumer segment as your target. In that case, you can list one as your primary target and the other as your secondary target.
b. Target Audience Coverage
Provide an estimate of the overall coverage you plan to achieve using the proposed media plan (“Reach”), and how many times on average you want the target audience to be exposed to the advertising message (“Average Frequency”) during a specified time frame. For example, “During the introductory period in April-June, reach 80% of target audience an average of five times.”
You need to come up with a reasonable coverage goal based on your earlier analysis of the brand’s situation in the marketplace, your proposed marketing objective(s), advertising objectives (s), and creative approach. You need to propose the target audience coverage for each of your target audience group, if you have more than one group.
c. Regionality
Discuss if your media plan calls for different weights for different parts of the country. The brand’s past history is the most important information for this. Why or why not (e.g., ski equipment in the southwest vs. northeast)? If so, how should the weights be different? Which region should receive more weights? How would you determine the differences?
d. Seasonality
Similarly, explain if, how and why your media plan should carry different weights across different months of a year. Justify your answer and suggest possible sources for further information.
4.Media Strategy
a. Media Mix
Examine the following four issues before making decisions on Media Mix
• Target audience’s use of media class
• Advertising Objective
Is your advertising objective met better with a set of media mix than others?
• Creative Constraints
Does your client’s creative tactics work more effectively on certain media than others?
• Budget constraints
Consider the cost to buy time and space in each medium. Also, consider the general cost efficiency (CPM).
b. Scheduling
Which pattern of schedule, in line with the seasonality issue, would you recommend to your client?
c. Reach, Frequencyand Media Weight
Here, make a recommendation on which geographic markets will receive more “weights” (meaning emphasis in the media plan) than others, which season will receive more weights, how you will deliver the overall message weight within each medium (i.e., what is specific reach and frequency goal for each medium in your media mix?).
5. Implementation and Evaluation
a. Suggestion for Vehicle Selection for Each Selected Medium
Now, it’s time to propose specific vehicles to consider in your media plan. It’s fun to look at all possible options. You need to consider composition, coverage, and cost efficiency to make suggestion. You also need to consider the qualitative values of each vehicle. As you work on this, keep in mind the total budget you have.
b. Media Flowchart
Based on your recommendations on media strategies, create a Media Flowchart that provides a visual summary of the entire plan.
c. Plan for Evaluation
How would you assess the effectiveness of your media plan once it is approved by your client and carried out? In other words, how would you know the media objectives have been met? What kind of research would you propose?
6. Executive summary
Write a executive summary that highlights the key components of your media objectives and strategy. It’s written in either several short paragraphs or in bullet-point format with brief description under each bullet point.
All refernces should follow APA style. Don’t forget in-text citation!