ADPR 3723 Asg 2 Digital Media Plan

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University of Arkansas *

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001

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Marketing

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Jan 9, 2024

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Advertising Principles Application Assignment 2 Developing a Display Advertising Media Plan or Buy for the Client for March, April, and May 2024 This assignment includes two parts: 1) An Excel Media Plan Spreadsheet and 2) A Word Document Writeup . Each team posts one Excel and one Word file on Blackboard. The client is Noosa Yoghurt. Please follow all instructions very carefully. 1. Media Plan Spreadsheet a. Using a $200,000 budget, prepare a media plan spreadsheet for the client. You must be within $1,000 of the $200,000 budget without going over . Note 1: (Use the provided Excel spreadsheet template. The spreadsheet already has formulas, so you will simply input your information. For example, as you enter information in the “CPM” and the “Impressions Purchased” columns, the information in “Total investment” and “% of budget” change automatically. Note 2 : DO NOT look up any ad prices/CPMs/ad units/sizes— use only the ad prices/CPMs/ad units/sizes I give you . Your media selections should only be from the list on page 4 of this document. b. You determine how many impressions you are purchasing per website . How important is the website, how important is the website to reaching a particular lifestyle interest of the target segment, how many target segment members does it potentially reach, and whether its index is over 120 (and if yes, is it really a lot higher than other indexes)? After entering the CPM, simply enter a number in the “Impressions Purchased” column and see how your media plan changes. You may adjust the impressions numbers as you go along. c. Enter information in ALL the columns in the spreadsheet : 1) Website column: Choose the best 10 websites from the list provided in this document 2) Media Coverage Column: Enter the MRI Vertical(%) column number for each website 3) MRI Index column: Enter the MRI index for each website 4) Flight Dates column: Determine the flight dates for each website 5) KPI/Objective: Determine the KPI/Objective for each website. For ideas, see https://www.youtube.com/watch?time_continue=2&v=B0yNXacaV3U&feature= emb_logo 6) Enter information in the remaining columns (unit type, CPM, impressions purchased) 7) The Flighting/Unit Type Rationale column is optional. Enter information in that column if you want to explain your strategic reasoning behind your flighting/unit type. 1
2. Word Document Write Up (One Page Maximum) In a separate Word document, write an advertising objective (a), and the rationale for your recommendations in the Media Plan Spreadsheet (b). The objective is single spaced and indented (section a) , and section b is double spaced . Leave a blank line between section a and section b. a) Advertising Objective – In one sentence , write a detailed, single spaced Advertising Objective using the formula, and based on the assigned target audience description below: Infinitive phrase—Desired Result—Target Audience—Quantification—Target Date. Type it up as shown below, substituting the information from this semester. Include the three most important demographics and the two most important lifestyle categories in your objective, at minimum. Example: To increase awareness to 90% among 35-64 years old homeowners with annual household incomes of $50,000 or more who enjoy home decorating and improvement that Maytag makes the most dependable appliances you can buy by January 1, 2020. Tips: You can find the required target segment in your Assignment 1 (section b). b) Write a concise yet detailed double-spaced paragraph explaining your media recommendations (i.e., the recommendations in your Media Plan Spreadsheet). Provide appropriate rationales for your media selection and placement strategy, which includes why and how your media mix is appropriate and relevant for the target audience . Use the MRI report, research I gave you, online research, and other information you find to support your recommendations. In your written answer, report the MRI index and provide research support to explain why you used each site. Do not use indexes below 120. Note: - Cite index and coverage like this ( 121, 12.53%, MRI-NY, 2021). If you are citing several indexes/coverage from one report, simply list the source at the end like this: Users enjoy reading books (151), traveling for business (163), improving their health (172) and tennis (192, MRI-OY, 2020). Do not use indexes below 120. - Cite your textbook like this (p. 156) and do not include it in your references. You never include any sources I give you in your references. Example: In section b in the Word file, you can write up one detailed sentence as shown below for each website you recommend using this assigned writing style. Here’s an example from a previous semester. Again, section b is double spaced : Use BuzzFeed (147, 11.58%; MRI-FS, 2019) because it reaches Millennials, has 3.2 billion content views monthly, and inspires 7 of 10 users to buy (“BuzzFeed Partners,” 2021).
After section (b), on a new page (page 2) References : Use at least two outside sources in addition to the ones I give you. Provide references only for sources that I did not give you. You do not list any sources I gave you or the textbook in your references. Cite the textbook like this (p. 156). Your citations and references must be typed up in correct APA Style . Assume you are using the IAB’s (Interactive Advertising Bureau) Brand Disruption Study 2020: Direct Brands Go Mainstream online. Here’s how to type in your references and cite online sources with no author identified : Brand disruption study 2020: Direct brands go mainstream . (February 24, 2020). Interactive Advertising Bureau. https://www.iab.com/insights/brand-disruption-study-2020-direct-brands-go-mainstream/ Cite it in your assignment as (“Brand disruption,” 2020) . Now pretend there was an author for this study above—here’s how to type it in your references : Kumar, K. (February 24, 2020). Brand disruption study 2020: Direct brands go mainstream . Interactive Advertising Bureau. https://www.iab.com/insights/brand-disruption-study-2020-direct-brands-go- mainstream/ Cite it in your assignment as (Kumar, 2020) . Need more help with APA Style? See the Owl Purdue APA guide here: https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_forma t.html ***Submit both the spreadsheet and the Word document write up. Note: The list of websites and CPMs to use are on the next page.
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