Media Plan : Grant Vosburg, Danielle Heim, Evan Connolly, Emilia McDevitt, Rachel Wu, Chanyse Butterfield.

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Media Plan : Grant Vosburg, Danielle Heim, Evan Connolly, Emilia McDevitt, Rachel Wu, Chanyse Butterfield

Marketing Objective: Maintain market share of awareness in Montgomery and Bucks County and continue to blunt encroachment by Einstein Medical Group on Abington Hospital trading areas. Campaign runs from March - August Media Objectives: Through the use of multiple media outlets, such as newspapers, radio, television and outdoor, this plan will remind people that Abington Hospital offers better medical care than the new Einstein Medical Center.

Target Audience Secondary Audience Women Ages: 25 – 40 Have/Interested in having Children

Qualitative Research

Competitive Analysis

Media Strategies Radio $401,532 Newspaper $313,662 TV $100,896 Magazines $94,776 Out Of Home $65,400 Promotions $23, Budget: $1,000,000 Radio $756,450 TV $473,320 Newspaper $203,678 Out Of Home $6,000 Media Spending 2013

Media Strategies Radio Continuity High Reach High Frequency Targetability Intimate $327 / point 408 points $133,416 $306 / point 438 points $134,028 Total: $401,532 AM Drive PM Drive $302 / point 444 points $134,088 Daytime

Media Strategies Newspapers Repeat Exposure Targetability Inserts $857/a column inch Inches 24 Sundays $313,662

Media Strategies Television Continuity High reach Visual and verbal Emotional connection Intimate $712 / point 72 points $51,264 $1,034 / point 48 points $49,632 Total: $100,896 Early Morning Early News

Media Strategies Magazines Repeat Exposure Longevity Targetability Total Impressions:703,600 Median Age: 46 $31,590 3 Months $94,776

Media Strategies Out Of Home Longevity Repeat exposure High Reach 1 Billboard $4,000 6 Months $24, Posters $150 6 Months $27,000 6 bus backs $400 6 Months $14,400 Total: $65,400

Media Strategies Promotions Personal Targetability Niche Community Cheap $1,000 $20,000 Total: $23,000 $2,000

Flowchart MarchAprilMayJuneJulyAugustTotal Radio AM Drive: Daytime: PM Drive: $401, Newspaper $313,662 $52,277 Television Early Morning: Early News: $100, Magazine $94,776 $31,590 $0 Out Of Home $65,400 $10,900 Sponsorship $23,000 $3,334 $2,000 $3,334 $1,000 $3,334 Total: $999,