Media Plan 2011 Kara Eccleston.

Slides:

Advertisements

Similar presentations

Halls Cough Drops 2002 Media Plan Jason Wallace Josh DeLozier.

Advertisements

Writing Media Objectives. JOMC 172 Advertising Media Media Objectives  Starting point of the media plan.  Outline what the media plan is expected to.

SoBe Lifewater Media Plan Brandi Jones Jessica Lewis Jennifer Hinton.

Basic Components (see Media Workbook #26) 1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2. Continuity (advertising timing.

Basic Components (see Media Workbook #26) 1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2. Continuity (advertising timing.

Basic Components (see Media Workbook #26) 1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2. Continuity (advertising timing.

Safety Scooters Marketing Pitch April 26 th, 2013.

Media Planning and Buying Chapter 15 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Outline of a Media Plan. Executive Summary  A short presentation that goes at the beginning of a media plan  Shows only the main details of the plans.

January 17, of 20 RBB Sporting Goods Power Flight Golf Clubs Introductory Media Plan Jan. - Dec. JOMC 172 Spring 2006 This presentation deck is.

Unit 6 - Promotion.  There are many forms of advertising to fit all kinds of budgets.  A large company such as Procter & Gamble typically spends 25.

1. 2 Agenda Market Analysis Consumer Insight Problem Definition Target Audience Brand Diagnosis BIG IDEA Media Strategy Creative.

MARKET RESEARCH The Basics. TWO KINDS OF MARKET RESEARCH Primary –Surveys, polling –Focus groups –Observation –Trend towards “relationship marketing”

Frost™ Brand Example of Media Objectives. Target Audience Objective (Primary) Direct advertising toward female homemakers age 25-54, with children, and.

ADVERTISING MEDIA. KEY TERMS Advertising- A paid-for form of communication. Promotional Advertising- When the goal is to increase sales. Institutional.

Look at test scores on Quia/SPAN Open 4.5 Outline Today’s objectives: – Review the marketing mix – Discuss elements of promotional mix.

Media Planning. Media planning is the process of determining how to use time and space to achieve marketing objectives.

Media Strategy, Tactics, and Budget Decisions. Media Terminology Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier.

Advertising media planning Main idea: how much of your target are you reaching, and how many times? Reach & Frequency.

Media Planning and Strategy. Satellite radio stations 2 Satellite radio stations 2 The Traditional U.S. Media Landscape Broadcast networks (TV and cable)

JOMC 172Project 1 - Spring 2005Page 1 Project 1 - Smokey.

Media Plan: iPod By: Kaci Eckel and Ashley Farrar.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16: Advertising and Sales Promotion.

Frost™ Brand Media Objectives. Frost™ Brand Media Objectives: What do we want to achieve by using media? Target Audience(s) Geography Seasonality/Timing.

Chocolate Devil Media Objectives for Project 3. Spring 2005JOMC 1722 of 14 From Objectives to Strategy Project 2 = Media Objectives Project 2 = Media.

Bell Ringer Why must goals be specific and measurable?

Months of the year. jANUARY New year’s day fEBRUARY Valentine’s day.

2001. Media 101 n Research n Planning n Buying n Promotions.

Media Planning. Challenge to Planners Right PeopleRight Message Right Time Aperture Right Contact Point.

Media Planning Chapter 8.

19_2 Media Measurement and Rates. Media Measurements & Rates Businesses need to reach as many targeted customers as possible. It is important to calculate.

Welcome to “The Future of America”. Advertising vs. Marketing Marketing: A series of business processes taken by a company to develop, communicate with.

9 Media Strategy, Tactics, and Budget Decisions. © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To understand the key terminology used in media.

10 Media Strategy, Tactics, and Budget Decisions.

Executive Summary Situation Analysis Top Competitors.

Manage media planning and placement to enhance return on marketing investment 3.08.

Chapter 4 Developing and Managing an Promotion Program.

January 6, Media planners must consider the correct medium to use for advertising, the cost, and how to measure overall effectiveness. It is important.

Welcome! November 4, 2016.

Lecture 15 Developing An Advertising Plan

Lecture 9 Media Planning and TV ad costs

2013 IMC Campaign By: Alecia Savas, Aracely Odell, and Shelley Mitchell.

Advertising Planning Week 3 Lecture 2.

Chapter 5 Advertising: Media Planning

Magazine Media – Market overview The basics

Kashi Kings: Media Plan

Excellent Early Forecast

Market Drivers According to Euromonitor, 2015 US sales of children’s clothing totaled $135.6 billion, which was 12% of the entire apparel market. Since.

Chapter 7 Basic Media Strategy.

Give the gift of ____________

Retailers Will Want a Repeat of Last Year

Hardware Stores Hold Their Own

Industry, Interrupted Crafts and hobbies have been slow to recover from the Recession, since most consumers consider them discretionary purchases. Many.

The Up-and-Down Economy

3.08 Manage media planning and placement to enhance return on marketing investment.

Red Stripe Brianna perriello, Jen Cusack, danielle wisdom, daniel smith, rebecca sewkarran.

The Marketing of Messages

Company Name’s Marketing Strategy

Promotion and the Promotional Mix

The Advertising Industry

Clint Giwer, Adam Gray, Cassidy Hill

The Beaumont Heritage Society

Kashi Frozen Pizza Media Plan

Burger King Media Plan Morgan O’Neill and Jason Erivn Fall 2009-JB 3013 Advertising Media and Markets.

Market overview The basics

Advertising Planning Week 3 Lecture 2.

M A R K E T O V E R V I E W.

ADVERTISING CAMPAIGNS

M A R K E T O V E R V I E W.

Presentation transcript:

Media Plan 2011 Kara Eccleston

Situational Analysis Product Target Market -Women 18-34 Sales -Gymboree is a children’s clothing store (for ages 0-12). -Seasonal in nature with peak sales during the 4th quarter. Target Market -Women 18-34 -With children or expecting Sales -$656,546,000 in 2005 (net retail) -$1,001,527,000 in 2009 (net retail) Distribution -Stores typically found in malls and shopping centers. -916 stores in the United States

-Gymboree mainly utilizes direct mail campaigns: Competition -BabyGap -GapKids -Old Navy -Children’s Place -Wal-Mart -Target -Mall Department Sores Advertising History -Gymboree mainly utilizes direct mail campaigns: -$12.6 million in 2006 -$18.2 million in 2007 -$14.3 million in 2008

Marketing Objectives Measurable Benchmark -Increase net sales by 10% Benchmark -% increase based on 2009 net sales Time Frame -By the end of 2011

Advertising Objectives Awareness -Bring in new customers and remind existing customers about Gymboree. Reposition Brand -Have customers associate value, quality, customer service, and an enjoyable experience with the Gymboree brand. Distinguish from the Competition -Distinguish Gymboree from other children’s stores as being the store that makes shopping fun and enjoyable for the mother and child.

Media Objectives Target Audience Geography -Women 18-34 Geography -National Campaign with more emphasis in top 50 DMAs Seasonality -Focus on April for the Easter Holiday and spring -Focus on July and August for the back to school season -Strong emphasis on November and December for Christmas shopping -Magazine ads evenly distributed throughout the year.

-Make sure ads appeal to both women and children Creative Constraints -Make sure ads appeal to both women and children -Be sure that ads attract expecting mothers as well -Heavily emphasize the Gymboree name and logo to distinguish from it from other clothing stores. Reach vs. Frequency Budget -$45,000,000 GRP Reach Frequency TV 2900 99 29.3 Magazine 332 40 8.3 Radio 630 60 10.5 Total 3862 39

Media Strategies Network Television Magazine -National Radio -Prime time and daytime M-F -National broadcast -Prime time scheduled for July 31-Aug. 21 and Nov. 20-Dec.18 -Daytime scheduled during every month except May and September -Goal is to reach a broad female audience Magazine -National -Ads placed in top Parenting/Family magazines -Specifically targets mothers and expecting mothers Radio -Spot radio for top 40 DMAs, Adult Contemporary -Target women out of the home

Allocation of Funds

Media Tactics Network Television (69.97%) -Prime time: $19,050,000 > 4-week flights > 400 GRPs in July/August > 500 GRPs in November/December -Daytime M-F: $12,428,000 > 4-week flights and 8-week flights > 240 GRPs in January > 240 GRPs in February/March >400 GRPs in April >560 GRPs in July/August > 560 GRPs Oct-Dec -30 second spots Total= $31,478,000 GRPs= 2900

Magazine (15.89%) -Full page, four color Radio (14.14%) -Covers -5 Magazine titles: American Baby Working Mother Family Fun People Fit Pregnancy GRPs=332 Total= $7,147,655 Radio (14.14%) -Spot Radio Top 40 DMAs -Adult Contemporary -7-week flight in July/August and November/December -315 GRPs per flight GRPs= 630 Total= $6,363,000

Budget Worksheet 1Q 2Q 3Q 4Q Total TV GRPs 480 400 960 1060 2900 Cost 2,856,000 2.600,000 11,132,000 14,890,000 31,478,000 Magazine 75 92 90 332 1,794,675 2,451,995 1,669,810 1,231,175 7,147,655 Radio 315 630 3,181,500 6,363,000 Grand Total $44,988,655

Summary By using this media plan, Gymboree will reach women 18-34 and increase the likelihood that the target market chooses Gymboree as their source for children’s clothing. It will also make the brand stand out when compared to its competitors.