Executive Summary Edit - Executive Summary The main goal of...

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Executive Summary The main goal of our media plan is to increase awareness of the Half Price Books’ identity. Half Price Books has stayed so true to their original goal of providing affordable reading material that we wanted a media plan that reflected their true motives. Our media plan actually covers a pretty wide geographic area in order to include all the suburbs around Phoenix. There are currently four stores open in the Phoenix area and there is about to be a fifth store. We did not want to leave any store without publicity so we decided a 20-mile radius would be best to ensure no store is left out. We really feel the target market for Half Price Books is the young college professionals and families with small children. We think the used book aspect of Half Price will really attract college students looking to save money on leisure and academic reading. Half Price also has a dedicated children section, which helps families trying to entertain little ones while working on a budget. We decided to split the eight-month campaign into three flights in order to cater to the seasons.
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