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Media Plan For One World Campaign
Target Audience <ul><li>Cyberjaya people from 18 to 30 years old, first target audiences are students. </li></ul><ul><li>G...
Benefits <ul><li>Conference—information knowledge </li></ul><ul><li>Unity--The brief information about nowadays wars  </li...
Media Objectives--- Reach Goal  70% <ul><li>Our target audience is the Cyberjaya students (Limkokwing & MMU), commuting wo...
Media Objectives--- Frequency Goal  3.2 <ul><li>Different media targeted on different markets, so the frequency goal is di...
Media Objectives---  Timing goal  2months <ul><li>Campaign date :Nov.26(Thur) to Nov.28(Sat). </li></ul><ul><li>Lead time:...
MEDIA VEHICLES--- OUTDOOR <ul><li>Poster  </li></ul><ul><li>  Making on assessment of the locations.  </li></ul><ul><li>20...
MEDIA VEHICLES--- Print Media <ul><li>Flyers </li></ul><ul><li>  </li></ul><ul><li>To invite people and inform our campaig...
MEDIA VEHICLES--- Internet <ul><li>Internet Pop Up Advertising </li></ul><ul><li>Pop up advertising has the highest click ...
Media Mix <ul><li>The media mix is the channels of communication  </li></ul><ul><li>through which the advertisement is del...
Media Mix (Cont) <ul><li>The total population of Cyber Jaya: 37,000 people. </li></ul><ul><li>The advertising campaign wil...
Media Schedule
Budget-- Posters <ul><li>A2 size </li></ul><ul><li>30 pcs </li></ul><ul><li>RM18.00x30=RM540.00 </li></ul><ul><li>Ads plac...
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 --p...
Budget— Totally RM12475.00 NO. Item  Size Quantity pcs Unit price RM Amount RM Supplier 1 Poster A2 30 18.00 540.00 Misocr...
 
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Media planning group presentation

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Transcript of "Media planning group presentation"

  1. 1. Media Plan For One World Campaign
  2. 2. Target Audience <ul><li>Cyberjaya people from 18 to 30 years old, first target audiences are students. </li></ul><ul><li>Geographic </li></ul><ul><li>The campaign event location is in Limkokwing. </li></ul><ul><li>Cyberjaya is an IT-themed city with nearly 400 companies and three universities. </li></ul><ul><li>Traffic is convenient. </li></ul><ul><li>Demographic </li></ul><ul><li>Youth generation, easy to get the knowledge. </li></ul><ul><li>Well educated. </li></ul><ul><li>73% floating population. </li></ul><ul><li>  </li></ul>
  3. 3. Benefits <ul><li>Conference—information knowledge </li></ul><ul><li>Unity--The brief information about nowadays wars </li></ul><ul><li>Diversity- The cultural and habits of the main races in the world. </li></ul><ul><li>Concert—cut the distance. </li></ul><ul><li>Entertainment to make friend relationship and share cultures, traditions. </li></ul>
  4. 4. Media Objectives--- Reach Goal 70% <ul><li>Our target audience is the Cyberjaya students (Limkokwing & MMU), commuting workers and residents. </li></ul><ul><li>The day population in Cyberjaya is about 37,000, as there are only 10,000 residents. </li></ul><ul><li>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). </li></ul><ul><li>75%~80% actually, but need to consider duplication. </li></ul>
  5. 5. Media Objectives--- Frequency Goal 3.2 <ul><li>Different media targeted on different markets, so the frequency goal is different for each target group. </li></ul><ul><li>Limkokwing: A/F=6 (Venue for campaign); </li></ul><ul><li>MMU: A/F=3; </li></ul><ul><li>Residents : A/F=2; </li></ul><ul><li>Commuting workers: A/F=2. </li></ul><ul><li>A/F = GRPs/reach. (3.7) </li></ul><ul><li>Considering the duplication, finally set frequency goal as 3.2 . </li></ul>
  6. 6. Media Objectives--- Timing goal 2months <ul><li>Campaign date :Nov.26(Thur) to Nov.28(Sat). </li></ul><ul><li>Lead time: 2 months-- Sep.23 (Wed) ~Nov.28 (Sat). </li></ul><ul><li>Including the campaign days. </li></ul><ul><li>No sponsor balance budget. </li></ul><ul><li>Not too long, not too short. </li></ul><ul><li>Most cost-effective. </li></ul>
  7. 7. MEDIA VEHICLES--- OUTDOOR <ul><li>Poster </li></ul><ul><li>  Making on assessment of the locations.  </li></ul><ul><li>20 posters at Limkokwing and MMU University.  </li></ul><ul><li>Six posters at street mall, CBD Perdana and four posters at Padi </li></ul><ul><li>  </li></ul><ul><li>Bus Advertising  </li></ul><ul><li>Bus advertising is very visible. </li></ul><ul><li>Stickers on Limkokwing 12 school buses at the back and side. </li></ul><ul><li>Balloon Advertising </li></ul><ul><li>Giant balloon acts like a giant sign in the sky. </li></ul><ul><li>It will present our message clear. </li></ul>
  8. 8. MEDIA VEHICLES--- Print Media <ul><li>Flyers </li></ul><ul><li>  </li></ul><ul><li>To invite people and inform our campaign. </li></ul><ul><li>Flyers will distribute to postboxes. </li></ul><ul><li>  </li></ul><ul><li>Flyers will : </li></ul><ul><li>• help informing the campaign as well as enhancing the </li></ul><ul><li>campaign message. </li></ul><ul><li>• be cheap and price effective. </li></ul><ul><li>• be used to attract target audiences. </li></ul><ul><li>• be easy to distribute as well as easy to design. </li></ul>
  9. 9. MEDIA VEHICLES--- Internet <ul><li>Internet Pop Up Advertising </li></ul><ul><li>Pop up advertising has the highest click through rate of any online advertising method. </li></ul><ul><li>Limkokwing University web site </li></ul><ul><li>(www.limkokwing.edu.my) </li></ul>
  10. 10. Media Mix <ul><li>The media mix is the channels of communication </li></ul><ul><li>through which the advertisement is delivered to the </li></ul><ul><li>target audience. </li></ul><ul><li>Media that may reach a narrower market segment but </li></ul><ul><li>cost less and target more effectively. </li></ul><ul><li>30 posters for 52 days. </li></ul><ul><li>72 stickers for 12 school buses during 2 months. </li></ul><ul><li>5000 flyers for 6 condominiums in Cyber Jaya(3 days). </li></ul><ul><li>A giant balloon in Limkokwing Plaza for 3 weeks. </li></ul>
  11. 11. Media Mix (Cont) <ul><li>The total population of Cyber Jaya: 37,000 people. </li></ul><ul><li>The advertising campaign will reach 70% of total population: 25,900 people. </li></ul><ul><li>The total budget: RM 12, 475 --- divided to (25,900) = 0.48 </li></ul><ul><li>The cost of per person is around RM 0.50 (50 cents). </li></ul>
  12. 12. Media Schedule
  13. 13. Budget-- Posters <ul><li>A2 size </li></ul><ul><li>30 pcs </li></ul><ul><li>RM18.00x30=RM540.00 </li></ul><ul><li>Ads place </li></ul><ul><li>The Street Mall (RM100.00) , CBD Perdana (RM100.00) , Padi (RM100.00) MMU (RM 0) and LUCT (RM 0) </li></ul>
  14. 14. Budget-- Flyers --size A4 --5,000pcs --RM0.4x5000=RM2,000 -Ads place : 6 residential places Distribution fee RM300
  15. 15. Budget– Bus Stickers --A0 --72pcs -RM54.00x72=RM 3888 Ads place: 12 LUCT buses Ads fee RM0
  16. 16. 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)
  17. 17. 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
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