jcpennymediapresentation

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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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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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