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Media planning group presentation
 

Media planning group presentation

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    Media planning group presentation Media planning group presentation Presentation Transcript

    • Media Plan For One World Campaign
    • Target Audience
      • Cyberjaya people from 18 to 30 years old, first target audiences are students.
      • Geographic
      • The campaign event location is in Limkokwing.
      • Cyberjaya is an IT-themed city with nearly 400 companies and three universities.
      • Traffic is convenient.
      • Demographic
      • Youth generation, easy to get the knowledge.
      • Well educated.
      • 73% floating population.
      •  
    • Benefits
      • Conference—information knowledge
      • Unity--The brief information about nowadays wars
      • Diversity- The cultural and habits of the main races in the world.
      • Concert—cut the distance.
      • Entertainment to make friend relationship and share cultures, traditions.
    • Media Objectives--- Reach Goal 70%
      • Our target audience is the Cyberjaya students (Limkokwing & MMU), commuting workers and residents.
      • The day population in Cyberjaya is about 37,000, as there are only 10,000 residents.
      • To reach 95% of Limkokwing students (9000);60% of the MMU students(20277) ;40% of the residents(10000); 50% of the commuting knowledge workers(8000).
      • 75%~80% actually, but need to consider duplication.
    • Media Objectives--- Frequency Goal 3.2
      • Different media targeted on different markets, so the frequency goal is different for each target group.
      • Limkokwing: A/F=6 (Venue for campaign);
      • MMU: A/F=3;
      • Residents : A/F=2;
      • Commuting workers: A/F=2.
      • A/F = GRPs/reach. (3.7)
      • Considering the duplication, finally set frequency goal as 3.2 .
    • Media Objectives--- Timing goal 2months
      • Campaign date :Nov.26(Thur) to Nov.28(Sat).
      • Lead time: 2 months-- Sep.23 (Wed) ~Nov.28 (Sat).
      • Including the campaign days.
      • No sponsor balance budget.
      • Not too long, not too short.
      • Most cost-effective.
    • MEDIA VEHICLES--- OUTDOOR
      • Poster
      •   Making on assessment of the locations. 
      • 20 posters at Limkokwing and MMU University. 
      • Six posters at street mall, CBD Perdana and four posters at Padi
      •  
      • Bus Advertising 
      • Bus advertising is very visible.
      • Stickers on Limkokwing 12 school buses at the back and side.
      • Balloon Advertising
      • Giant balloon acts like a giant sign in the sky.
      • It will present our message clear.
    • MEDIA VEHICLES--- Print Media
      • Flyers
      •  
      • To invite people and inform our campaign.
      • Flyers will distribute to postboxes.
      •  
      • Flyers will :
      • • help informing the campaign as well as enhancing the
      • campaign message.
      • • be cheap and price effective.
      • • be used to attract target audiences.
      • • be easy to distribute as well as easy to design.
    • MEDIA VEHICLES--- Internet
      • Internet Pop Up Advertising
      • Pop up advertising has the highest click through rate of any online advertising method.
      • Limkokwing University web site
      • (www.limkokwing.edu.my)
    • Media Mix
      • The media mix is the channels of communication
      • through which the advertisement is delivered to the
      • target audience.
      • Media that may reach a narrower market segment but
      • cost less and target more effectively.
      • 30 posters for 52 days.
      • 72 stickers for 12 school buses during 2 months.
      • 5000 flyers for 6 condominiums in Cyber Jaya(3 days).
      • A giant balloon in Limkokwing Plaza for 3 weeks.
    • Media Mix (Cont)
      • The total population of Cyber Jaya: 37,000 people.
      • The advertising campaign will reach 70% of total population: 25,900 people.
      • The total budget: RM 12, 475 --- divided to (25,900) = 0.48
      • The cost of per person is around RM 0.50 (50 cents).
    • Media Schedule
    • Budget-- Posters
      • A2 size
      • 30 pcs
      • RM18.00x30=RM540.00
      • Ads place
      • The Street Mall (RM100.00) , CBD Perdana (RM100.00) , Padi (RM100.00) MMU (RM 0) and LUCT (RM 0)
    • Budget-- Flyers --size A4 --5,000pcs --RM0.4x5000=RM2,000 -Ads place : 6 residential places Distribution fee RM300
    • Budget– Bus Stickers --A0 --72pcs -RM54.00x72=RM 3888 Ads place: 12 LUCT buses Ads fee RM0
    • Budget– Giant Balloons --Size 15 feet --1 pc --RM 4,360 --license application RM 450 --Refill gas every 7 days RM 357 --placard ( size: 2x8 meter) RM 280 --total RM 5 , 447 Above LUCT plaza (RM0)
    • Budget— Totally RM12475.00 NO. Item Size Quantity pcs Unit price RM Amount RM Supplier 1 Poster A2 30 18.00 540.00 Misocreative Design Enterprise 2 Bus Sticker A0 72 54.00 3888.00 3 Flyer A5 5,000 0.400 2,000 4 Giant balloon 12 feet 1 4,360 +450+357 (giant balloon price+license application fee+ 1 fill) Placard RM 280 5,447 BELON OOI SDN BHD 5 Internet ads 0 Limkokwing University
    •