1. Tum Yum Krung Fried chicken
AD 3102 Advertising Media planning

2. Marketing Objective Media Objective
Maintain 80% brand awareness on target Young & working officers
Increase market share from 45 % to 60 % ( +15%)
Increase frequency of visit from 3 times per month to 3 times per week
Media Objective
Achieved 88% R1+ for launch and sustain with 60% R1+ thought-out the year to gain 80% brand awareness
Focus on ER/EF 3 + at 63 % for launching and keep ER/EF at 35% for maintaining to create action of market share
Utilize frequency media mix to communication product benefit

3. Media Objective vs Media Strategies
Achieved 88% R1+ for launch and sustain with 60% R1+ thought-out the year to gain 80% brand awareness
Focus on ER/EF 3 + at 63 % for launching and keep ER/EF at 35% for maintaining to create action of market share
Utilize frequency media mix to communication product benefit
Media Strategies
Use TV as Main medium to build reach 1+ at % and keep maintain 60 % reach 1+ throughout the year.
Focus on TV and Newspaper to create Frequency and remind prospect target for create action for purchase .
Mix TV and Radio to gain high frequency to increase frequency of visit .

4. Target Audience
Male and Female 15+ Upper /Middle Income group Bangkok and Up Country Urban
Chicken Thai Test Lover

5. Media Execution : TV
Aggressive launch weight to complete major competitor “ McDonald’s
Launching with 88 % reach 1+ and 63 ER/EF 3+ with 1,100 GRP’s per 4 week
same GRP’s weight as McDonald’s but commit on better Reach 1+ and ER/EF 3+ performance .
Average sustaining weight with 60% reach 1+ and 35 % ER/EF3+ to maintain awareness through out campaign .
Bursting pattern applied for this campaign by
launching on June 2105 for 4 week of corporate TVC
Sustaining from Jul onward for Lucky draw period ( Jul-Sept ) , Buy 1 get 1 free ( Dec-Jan ‘15 ) ,( Apr-May’15)

6. Media Execution : TV
Focus on Primetime program ( 6.30 PM – PM ) 60 % and day time and Non primetime 40 %
Drama and News to be main program types with ratio 70 % and 30 % left for Variety and other program .
Digital TV to be main platform especially ch 3 , Ch 7 , ONE , Ch 8 and Workpoint TV
Proposed free set menu coupon to Live entertainment News / gossips for free PR 10 person per day per station , maximum 5 station per day .

7. Media Execution : Newspaper
Select Newspaper to be 1st supported medium .
focus on best CPM : Thairath ( CPM = 884 ) and consider Kom Chad Luk as the best benefit : Buy 2 get 1 free .
JP / FC served for launching and utilize STRIP ad to remind target the whole campaign .
Focus on Continuous pattern to communicate the whole campaign.
Opposite Entertainment section preferred .

8. Media Execution : Radio
Radio was selected to be 2nd supported medium to build more frequency .
Support on promotion campaign only , start with Lucky draw and buy 1 get 1 free campaign
Selected only the best CPM : FM 93.0 Cool FM ( CPM = 600 )
8 Spots per day per station .
Bursting Pattern applied to support these promotion .

9. Budget Allocation TV 43,125 B ( 87 %) Newspaper 4,680 B ( 9%)
Radio 2,100 B ( 4%)
Total 49,905 B ( 100 %)