a i d e M Objectives
22
Strategies Use a mix of print, television, digital and out-of-home media to reach 18-25 yearold women. There will be an emphasis on digital media planning to reach our target where they spend most of their time.
KEY MARKET AREAS The key market areas were chosen to reflect populations with a higher number of college students, an emerging population of young professionals, and a strong hispanic market.
Place media in college towns and cities full of young professionals.
g marketin Achieve h a $10 goals wit udget million b
Gain an effectiv e reach of 80% with an effectiv e frequency of 6
Select media that captures our audience during relevant times during their media consumption throughout the day.
As large cities tend to be inundated with advertising, we chose areas in or near these cities that have a higher target base than the large cities themselves. Therefore, our campaign will be able to reach more of our target with a higher impact.
Place media in outlets that enhance user experience rather than provide interruptions.
BUDGET $1,1
$19
1,5
80,9
74
00
$300,000
4,118
$1,24
67
$2,769,9
one year Launch a n campaig e id w n natio g in beginnin 2015 February $4,312,326