Media Planning for a Company - Essay Example

The media plan goals are created based on the advertisement goals which are described extensively in the brief.

The reason for writing the media goals is to make the best media choice for the targeted audience.

Description of the targeted audience: Men and women, aged 18-45, and teenagers aged 14-18.

The first group consisted of women aged 18-45 years. This group is the most important group for the clothes company therefore its gravity (importance) is 100%. In other words, the advertising campaign will try to attract all the women in this group. i.e 1,000,000.

The products are two, i.e. clothes for women and clothes for men. The media chosen are TV, Newspapers, Magazines, Radio, and Billboards.

The duration of the television campaign will be one month, three times a week, shown before the most preferred shows like soap operas, the newspaper campaign will last one month, it will appear in Sunday newspapers, and the magazine's campaign will last one month and the print advertisement will appear to men and women magazines, the radio spots campaign will last 22 days and it will appear during the afternoon news and finally, the billboards campaign will last 23 days and it will be shown on the main roads of the city.

The goal of the media campaign will be to reach as many people of the targeted audience as possible. Therefore radio and TV as well as newspapers and magazines are used. The main focus will be on the first three months of the year since it is the period when people decide to buy more clothes (sales period).

The print advertisements will cover ½ page in the newspapers and the whole page in magazines. The radio spots will last 30 seconds and the television spots will last 15 seconds.

The targeted groups watch mass media. The print advertisements in the magazines will be set on the last page whereas in the newspapers the print advertisements will be set in the lifestyle section. Television spots will be shown before soap operas and radio spots will be played during the afternoon news when most people are on the road.

Spot Thompson is an advertising company that provides the company with useful statistics regarding the target groups. The statistics concern the TV and Radio shows that the target audience prefers the newspapers and magazines that it reads etc. The media plan is based on the date that Spot Thompson has provided to the company.