Select a small to medium-sized business as your client. You might consider a restaurant, boutique apparel retail store, winery or brewery, photographer, lawn service, pet grooming, etc. The company should already have some advertising presence but needs some additional improvement or needs to have a more broad-based media plan. It is best if you choose a business that you find interesting.
Prepare a media proposal for your client. The advertising campaign has to be a minimum of 3 months in length and no longer than 12 months in length.
Include the following in your proposal:
Client Information (10 points)
Name of client, location and brief description of business and the product or service being advertised.
Target Audience (15 points)
Brief description including demographics, geographics, and psychographics.
Proposed Media Selection (25 points)
You must include a combination of traditional media (print, out-of-home, radio, or TV) plus digital and social media. Your proposal needs to explain why each medium was selected to reach this target audience and provides examples of the selected programming, websites or geographical location, tailored to the specific medium. You also need to include how you plan to schedule each medium and explain why.
Continuous – runs steadily with little variation during the advertising period
Flighting – intermittent and irregular periods of advertising followed by shorter periods with no advertising
Pulsing – combination of continuous and flighting using low advertising level year-round with heavier periods of advertising during peak selling periods.
Media Flowchart (25 points)
You must include a media flowchart showing the media flights for each medium within the 3-12 month time period. You should include the time periods, the medium and show the flighting as in the following example.
Upload the assignment as a Word (.docx or .doc) with the media flowchart as an Excel file (.xlsx or .xls)