Paper , Order, or Assignment Requirements

• Select 1 of following companies and develop a 6 month media plan
  • Fast Food – McDonald’s
  • Entry Luxury Auto – Mercedes-Benz – C-Class (our topic)
  • Lipstick & Gloss –  Maybelline
• Define the target audience (Simmons OneView Research)
• Complete a competitive Spending Analysis (choose 3 competitors)
• Establish a Budget $50M
  • If competitive analysis yields less than $15MM in spending then use $15MM as your budget
• BDI/CDI Analysis – show as an index & map on a quad chart (students)
• State your Objective & Strategy
• Build a plan using the following mediums (TV, Digital/Social, Print (magazines and or national newspapers) and radio.
  • Requirements: TV could be whatever you think is the best combination (Network, Cable or Spot TV)
  • Select 10 websites & 10 print publications
  • Select 3 radio FORMATS for your commercials
• Run a reach and frequency analysis on your plan – Goals should be:  Reach 85/Frequency 6+
• Create a Flowchart – flight TV, internet, print & radio buys over a 6 month period