IBM 3072 CPP Media Planning Discussion – Description
1. Discuss ways media impact might be reconciled with segmentation and targeting issues. Is there a trade-off between impact and targeting? 2. Imagine you are part of a media strategy team for a campaign for the launch of a new chocolate snack called “Sleek.” It will be positioned in a predominantly female market as a sensuous indulgence.How would you plan your targeting? Which media vehicles would you select? Why? (Research with Kantar (SRDS) media would be helpful: http://libguides.library.cpp.edu/ibm3075).Explain the timings of exposure.What are the main problems and difficulties of this task? 3. Find a detailed media plan for an awareness campaign (including the flowchart). Discuss the main components and the reasonings behind them.
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