MKTG Q3

MediaFlightPlanAssignmentSpring2021.docx

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Marketing: Advertising and Promotion

Media Flight Plan Assignment

Spring 2021

Hula´s is a new restaurant in Palm Desert. Most of their new customers are regulars which shows they do have a following. They are looking to be recognized more in the media as the “best” Hawaiian restaurant in the Coachella Valley. To gain recognition they decided they need to expand on the limited media that they are using. They want to send a message out to let the future customers know that:

“Hula´s has the best Hawaiian food.”

The audience is similar in age and demographics of your friends and their family. You have been asked to put together a media plan that would communicate the message to the interested target market. You are not concerned about writing the creative message just the media to communicate it. Keep everything brief as you determine what media to use with your target market of friends. Briefly justify the use or nonuse of each media/medium and vehicles. All the media does not have to be used or scheduled for every day. Provide at least 4 traditional and 4 non-traditional mediums. The Media Plan is for the four week time period of September 2021. Nothing is free, do your research online and provide approximate costs per spot. Have fun.

Target Market

Demographics

· Age

· Income

· Employment type

· Household income

· Marital status

· Household size

· Etc

Psychographics

· Entertainment

· Social class

· Food experience

· Etc.

Media/Mediums

TWITTER: Justify using or not using in Media Plan – only 20% use twitter but is a good reminder for those who do

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal: Get attention for dinner.

· Images? none

· % of Audience Exposed: 20% use twitter

· Approximate cost per spot: $5 message writer approximately

· Total Cost: 12 spots x $5.00 = $60

Week 1

Week 2

Week 3

Week 4

Time

5:00pm

FACEBOOK: Justify using or not using in Media Plan – not using Facebook because target market does not use it regularly,. Used by an older market.

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

INSTAGRAM: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

EMAIL: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

TEXT: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

PINTEREST: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

SNAPCHAT: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

OTHER SOCIAL MEDIA 1: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

OTHER SOCIAL MEDIA 2: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

TRADITIONAL MEDIA - RADIO: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

TRADITIONAL MEDIA – NEWSPAPER: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

TRADITIONAL MEDIA 3: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

TRADITIONAL MEDIA 4: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

NON-TRADITIONAL MEDIA 1: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

NON-TRADITIONAL MEDIA 2: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

NON-TRADITIONAL MEDIA 3: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time

NON-TRADITIONAL MEDIA 4: Justify using or not using in Media Plan

· Title: “Hula´s has the best Hawaiian food.”

· Message Goal:

· Images?

· % of Audience Exposed:

· Approximate cost per spot:

· Total Cost:

Week 1

Week 2

Week 3

Week 4

Time