media plan
DESCRIPTION
MEDIA PLAN. Write here your main program / company NAME + GOALS: 1. ________________________________________________________________________________ 2. __________________________________________________________________________________ - PowerPoint PPT PresentationTRANSCRIPT
MEDIA PLAN
Write here your main program / company NAME + GOALS:
1. _________________________________________
_______________________________________2.
__________________________________________________________________________________
3. __________________________________________________________________________________
List two goals for your work with the media. Relate to at least one program goal:1. __________________________________________________________________________________________________________________2. __________________________________________________________________________________________________________________
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)
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.)
____________________________________________________________________________________________________________________________________________
What are good images for conveying this message?
(Describe or draw)
Who are the best messengers for conveying the message?
• _______________________________• _______________________________• _______________________________
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) ________________________________________________________________________________________________________________________
List arguments of the opposition, if any. Also, may your campaign fail?
• ____________________________________________________________________
• ______________________________________________________________________________________________________
• ______________________________________________________________________________________________________
Develop two soundbites + or slogans that convey your message
and address important issues.
1. ______________________________________________________________________2. ______________________________________________________________________
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.______________ ______
_______________
Other concerns / thoughts
Examples• Reach vs. frequency• Tactics/mood/creative considerations• Preferred media (by you or sponsor)• Cost efficiency
Summary: Chosen medium 1
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Summary: Chosen medium 2
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
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
Campaign Theme: FASHION STATEMENT
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
template - document