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MEDIA PLAN

MEDIA PLAN. Write here your main program / company NAME + GOALS: 1. ________________________________________________________________________________ 2. __________________________________________________________________________________

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MEDIA PLAN

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  1. MEDIA PLAN Write here your main program / company NAME + GOALS: 1. ________________________________________________________________________________ 2. __________________________________________________________________________________ 3. __________________________________________________________________________________

  2. List two goals for your work with the media. Relate to at least one program goal: 1. __________________________________________________________________________________________________________________ 2. __________________________________________________________________________________________________________________

  3. 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)

  4. 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.) ___________________________________ ___________________________________ ___________________________________ ___________________________________

  5. What are good images for conveying this message?

  6. Who are the best messengers for conveying the message? • _______________________________ • _______________________________ • _______________________________

  7. 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) ________________________________________________________________________________________________________________________

  8. List arguments of the opposition, if any. Also, may your campaign fail? • ____________________________________________________________________ • ______________________________________________________________________________________________________ • ______________________________________________________________________________________________________

  9. Develop two soundbites + or slogans that convey your message and address important issues. 1. ______________________________________________________________________2. ______________________________________________________________________

  10. Scheduling: List upcoming events, and whether they have anypiggybacking opportunities: Duration of campaign: _______________________ Type: (e.g. pulsing, flighting, blitz) _______________ EventDate Media Opportunities 1.______________ ______ _______________ 2.______________ ______ _______________

  11. Other concerns / thoughts Examples • Reach vs. frequency • Tactics/mood/creative considerations • Preferred media (by you or sponsor) • Cost efficiency

  12. Summary: Chosen medium 1 ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

  13. Summary: Chosen medium 2 ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

  14. 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, marios@gmail.com. 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

  15. Campaign Theme: FASHION STATEMENT

  16. 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: elmoskonis@yahoo.com • E-mail me so I can send you this template - document

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