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2/3/2011
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By Nicole Lawrence, Alexandra Corey,and Kimberly Valero
Target market Females 25-34
Geographic Scope National with extra weight on urban and second
cities
Time frame February 2012 and February 2013
Budget $100 million
Reach and Frequency 60% of target at an average frequency of 5 per
month during the campaign
Communication outcome
To reach our target market effectively
To increase awareness of JCPenny among ourtarget
To increase sales among this target
To better the brand image of JCPenny among thetarget
To have a fun, effective, and diverse media plan
To build a long-lasting positive client-agencyrelationship
Seasonality/timing
Holiday season
Back to school
New Years Summer
Winter
Fall/spring
Valentine·s Day
Easter
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Support for promotional offers Coupons (print, direct mail, emails, on
website)
Discounts
Family and Friends day
1-day shopping pass
Early bird/ late-night specials
Black Friday/day-after-Christmas specials
Target·s demographic and psychographicprofile our target customers tend to have graduated high
school, attended college less than 1-3 years, orattended college in general
they are primarily white with incomes ranging from$25K-$75K
Target·s media consumption habits not everyone in this target group can be reached
through all the forms of media
to reach specific people in our target market, onemust look to see when that specific group is mostlikely to tune in to a specific media
Competitors: Age
y Target is a store with primarily younger shoppers, whileWalmart has a very broad customer age range
y Kohls and Macys have mostly middle-aged customers
y JCPennys has a middle-aged to older customer base.
Educationy The most highly educated customers shop at either Macy·s,Target, or Kohl·s.
y The least educated customers shop at Walmart.
y JCPenny falls somewhere in between with people who havegraduated high school and may have went to college, but notcompleted it.
Race
y Kohl·s is highly composed of white customers.
y JCPenny has an average composition of white customers, butWhites and blacks have an average composition at Walmartbut high coverage.
y Macy·s has a high composition of Asian and black customers.
NetworkTV
CableTV
Spot Radio
Network RadioMagazines
Newspapers
Outdoor
Creative Media
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2/3/2011
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Network TV American Idol - $250,000 CSI -$250,000 Deal or No Deal - $250,000 Extreme Makeover: Home Edition -$2 50,000 Grey·s Anatomy - $250,000 House -$250,000 America·s Next Top Model - $250,000 Desperate Housewives -$2 50,000 Law & Order SVU -$ 250,000 My Wife and Kids - $7,500 So You Think You Can Dance-$ 250,000 CBS Evening News Saturday -$7,50 0 NBC Nightly News Saturday - $7,500
Telemundo Daytime -$2 1,000 ABC Daytime - $7,000 NBC Daytime - $7,000
Cable TV Everybody Hates Chris - $19,000
Friends - $11,250
Law & Order SVU - $7,000
Law & Order - $7,500
Univision - $100,000
Newspaper
HoraHispana- $1,600
Magazine People - $266,780
Cosmopolitan - $215,900
Essence -$85,350
Internet - $.01/click Hotmail.com Yahoo.com Hotjobs.com
NBC.com MSN.com Travelzoo.com Google.com
Outdoor New York
White -$3,195 Black -$1,185 Hispanic ²$1,185
San Francisco White ²$486.75
Chicago White -$826.25 Black -$166.40
Dallas White -$1,215.40
Houston Black -$81.60
Miami/ Fort Lauderdale Hispanic ²$42.50
Atlanta Black-$201.84
Spot Radio New York - $608 Top 40
Easy Listening Hip Hop and R&B Latin News
San Francisco - $487 Top 40
Washington, DC - $278 Easy Listening
Miami - $100 Latin
Dallas - $273 Country
Top 40
Philly -$268 Top 40
Hip Hop and R&B
Detroit - $155 Hip Hop and R&B
Houston - $267 Hip Hop and R&B
LA - $708 Latin
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