Mama's Tortillas

Mama's Tortillas - Stacy Blakley ADV 3351: Media Planning...

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ADV 3351: Media Planning Strategy Writing Assignment Client: Mama’s Tortillas Mama’s Tortillas is an established brand with loyal customers. Our goal is to push the current markets into action by reaching the targeted audience through television, radio and direct mail. TARGET MARKET OBJECTIVE: For the fiscal 2012 we will launch a campaign directed towards adults with large families. Television Rationale: Reach of selective market o Local stations o Afternoon hours (3:00pm-7:00pm) o 30 second spots o All 17 markets + 2 new markets Radio Rationale: Reach of special kinds of target audiences, local coverage availability, high summer exposure (high sales in summer) o Local broadcasts o Genre: mixed stations o Morning and afternoon drive time o All 17 markets will BOI of 100 or higher + 2 “new markets” Direct Mail Rationale: Personal quality, easy verification of response o All 17 markets with BOI of 100 or higher + 2 “new markets” Magazines o Not used
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This note was uploaded on 07/13/2011 for the course ADV 3351 taught by Professor Olanfarnall during the Summer '11 term at Texas Tech.

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Mama's Tortillas - Stacy Blakley ADV 3351: Media Planning...

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