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GB531 | Advertising
Assignment | Unit 3
Media Plan
Every advertising campaign requires a media plan. For this Unit 3 Assignment, you will
use the typical media plan format as described in Chapter 7 of our textbook.
Directions
1. Use the Microsoft Word document template in Doc Sharing:
Unit3AssignmentMediaPlan.docx as the starting point. Download the template
and save it as your own document, for example, YourNameUnit3GB531.docx.
2. Although there is no requirement for you to apply and cite references for this
Assignment, if you do, include a References page and use APA formatting for the
in-text reference citation parentheses. Chapter 7 of our textbook addresses
media strategy. Doing additional research on how to prepare a media plan is
recommended.
3. Use third person perspective (no use of first or second person pronouns such as
“I” or “you”).
4. Decide what brand, product and target market you will use as the basis for your
Media Plan. The brand should be fictional: do not use any existing advertising
campaign and/or media strategy as your example. You are expected to make
assumptions and offer reasonable justification.
The main sections of a typical Media Plan include:
1.
2.
3.
4.
Marketing Analysis
Advertising Analysis
Media Strategy
Media Scheduling (note: this section is not required for this GB531
class)
5. Justification and Summary
5. Complete your media plan.
6. Proofread your paper, run spell check and grammar check and proofread again
7. Submit your completed paper into the Unit 3 Assignment Dropbox.
Unit 3 Assignment: 75 possible points
The purpose of this assignment: to demonstrate a graduate level understanding of the
process and contents related to preparing a Media Plan.
1
GB531 | Advertising
Unit 3 Assignment Grading Criteria
Possible
Points
Submitted a Microsoft Word document containing a Media
Plan. Described the fictional brand, product and target
market you used as the basis for your media plan. The
content provided reasonable justification for presented
assumptions.
10
Completed the Marketing Analysis section of the Media Plan.
10
Completed the Advertising Analysis section of the Media
Plan.
15
Completed the Media Strategy section of the Media Plan.
15
Completed the Justification and Summary section of the
Media Plan.
10
Content demonstrated original thought and exhibited
appropriate judgments, conclusions and assessment based
on evaluation and synthesis of information.
10
The content used good composition, grammar, punctuation,
capitalization and spelling.
5
Total Possible Points
Points
Received
75
2
Running head: MEDIA PLAN
1
Media Plan
Student Name
Kaplan University
Unit 3 GB531 Advertising
Dr. Rita Gunzelman
Month, Day, Year
MEDIA PLAN
2
Media Plan
In this first section, provide a brief summary of the purpose of this media plan. Below is
the format for a typical media plan except for the Media Scheduling section, which has been
removed for the purposes of this Assignment. Before you submit your completed Media Plan,
change all red font (Ctrl A selects all text) to black.
Marketing Analysis
Include a sentence or two about the marketing analysis. This is the bigger picture portion
of the media plan that ensures the subsequent advertising analysis is integrated and in harmony.
Fundamental Marketing Strategy
Xxxxx
Demographic characteristics
Xxxx
Lifestyle characteristics
Xxxx
Geographic location(s)
Xxxx
Level of product usage
Xxxx
Product Benefits and Differentiating Characteristics
Xxxx
Pricing Strategy
Xxxx
Competitive Environment
MEDIA PLAN
3
Market share
Number and competitive market share of product category firms
Regulatory and economic factors
Describe the regulatory and economic situation currently facing the product category.
Advertising Analysis
Fundamental Advertising Strategy
Xxxxx
Product awareness goals
Xxxx
Target audience(s) advertising weight
Xxxx
Budget
Allocation to marketing communication mix
Xxxx
Allocation by media category
Xxxx
Allocation by media vehicle
Xxxx
Media Strategy
Match Media Vehicles with Target Audience
Describe the relationship between the media vehicles and the target audience media
preferences.
Creative and Communication Considerations
MEDIA PLAN
4
Product demonstrations
Xxxx
Complex message
Xxxx
Daypart and/or seasonal requirements
Xxxx
Media compatibility
Describe the media compatibility with message themes and competitive considerations.
Justification and Summary
Include goals, how to measure achievement, contingences, etc. This is the perfect place to
mention how the media plan addresses both the advertising strategy and the integrated marketing
strategy.
MEDIA PLAN
5
References
Lane, W. R., King, K. W., & Reichert, T. (2011). Kleppner’s advertising procedure (18th ed.).
Upper Saddle River, NJ: Prentice Hall.
…
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