MEDIA PLAN
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Transcript of MEDIA PLAN
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MEDIA PLAN
Write here your main program / company NAME + GOALS:
1. _________________________________________
_______________________________________2.
__________________________________________________________________________________
3. __________________________________________________________________________________
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List two goals for your work with the media. Relate to at least one program goal:1. __________________________________________________________________________________________________________________2. __________________________________________________________________________________________________________________
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Whom do you want to reach? Remember any targets you
identified (add a page if necessary)
• Why do you want to talk to them?• What do you want them to do?• What do they care about?
(values, vulnerabilities etc.)• What/whom do they read, watch, listen to?• Can they be grouped? In how many ways?
(Don’t choose clashing groups for a campaign)
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What are you trying to communicate? Your message should be distilled into a 25-word (maximum) statement that will get the point across. (Remember: a message is the overall theme you are trying to communicate.)
____________________________________________________________________________________________________________________________________________
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What are good images for conveying this message?
(Describe or draw)
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Who are the best messengers for conveying the message?
• _______________________________• _______________________________• _______________________________
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What are the best media for delivering this message for each target?
Why? (List targets and choose one or more that fit. Try to focus on not more than three)
• Traditional media: ___ print ___ radio ___ television __ outdoor _________________________________________________________________
_________________________________________________________________________________________________________________________________________________________________________________
• Entertainment media (e.g. cinema, stadiums, theatres) ________________________________________________________________________________________________________________________
• On-line media ________________________________________________________________________________________________________________________
• Other (alternative below the line media) ________________________________________________________________________________________________________________________
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List arguments of the opposition, if any. Also, may your campaign fail?
• ____________________________________________________________________
• ______________________________________________________________________________________________________
• ______________________________________________________________________________________________________
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Develop two soundbites + or slogans that convey your message
and address important issues.
1. ______________________________________________________________________2. ______________________________________________________________________
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Scheduling: List upcoming events, and whether they have any
piggybacking opportunities:
Duration of campaign: _______________________
Type: (e.g. pulsing, flighting, blitz) _______________
Event Date Media Opportunities1.______________ ______
_______________2.______________ ______
_______________
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Other concerns / thoughts
Examples• Reach vs. frequency• Tactics/mood/creative considerations• Preferred media (by you or sponsor)• Cost efficiency
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Summary: Chosen medium 1
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Summary: Chosen medium 2
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Main medium:__e.g. TV__________
(Show this part of the campaign in its entirety) e.g. a.) if it’s a radio or TV ad, write ‘see my memory stick labelled ‘…………..’, or see attachment in e-mail from, say, [email protected]. Note: Do not send hard- to-open attachments!!b) If it’s a print ad, attach ads here (For eg. See next two pages.) or hand in 2 printed ads
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Campaign Theme: FASHION STATEMENT
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Other notes: Where and when!• You will present this campaign and
media plan, in no more than 7 minutes, in the last two weeks of class.
• You can work in groups of two.• You can send this on the last day of
instruction to: [email protected]• E-mail me so I can send you this
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