UofP - MBA570 - Proposed Media Schedule - Research - 08-19-06

UofP - MBA570 - Proposed Media Schedule - Research - 08-19-06

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Proposed Media Schedule The following data contains the proposed media schedule for the display ads, card decks and direct mail campaign. Included within the associated schedules are the cost and the total number of ad impressions. The Process The proposed media selection was attained by the following procedure. First, we identified our perceived Acme target audience. The target was divided into five categories such as VAR resellers, the single user SoHo market, management and the MIS department. CFO’s are also influential since they approve the budgets, however, we assumed their influence was negligible since they would approve the overall price, not the specific application. Later, we categorized and rated these segments to determine where we felt we should concentrate. In order to further identify specific segments, we compiled data from the latest issue of Applicable Magazine to identify the industries with the most target prospects. This information was taken into account during our selection process. Analysis of Past Campaigns We also conducted an analysis of previous Acme ad campaigns. Although there was a lot of data, most of it looked either inaccurate or incomplete. However, we were still able to compile enough information to give us helpful insights into what has and has not been working. The brief notes should be self-explanatory. Competitive Products With the help of Adscope we were able to compile the past 12-month history of our competitor’s campaigns. Although there appears to be a few missing publications with the associated missing data, there is still enough to see the competitive trends. It is interesting to note that the larger ACE specific vendors did not advertise for the entire year. It is also interesting to see where different competitors felt the market was addressed. Viewing this competitive data allows us to consider either a blocking campaign where we match competitors or a separatist campaign where we fish in a different pond entirely--or, a mix of the two. The data also allows us to see how aggressive the competition is and where they are concentrating their efforts. It is noteworthy to see the efforts used by Misc. Software to initiate their branding campaign. Additional competitive information can be gleaned from the full Adscope report that is available upon request. We compiled our original media list from the PR department, and from Bacon’s Media book. We then pared down the list to identify the ten or so major players within each of our selected categories. We collected media kits, prices and dates from publications on this list. Later, we rated the publications from 1-5 and dropped the lesser entries. We also rated the categories to determine our best perceived targets. The list that is included is a fourth generation directory that posts the results of the rating process. It was from this list that the final media schedule was created. Database Modeling
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This note was uploaded on 06/12/2011 for the course ETHICS mba taught by Professor Wilkes during the Spring '05 term at University of Phoenix.

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UofP - MBA570 - Proposed Media Schedule - Research - 08-19-06

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