This document outlines a media plan for an integrated marketing campaign. It recommends choosing 3 media from television, radio, newspapers, outdoor, and magazines, as each has strengths and weaknesses for building brand awareness, promotions, and engaging audiences. An emotive call to action is also suggested to maximize reach and relevance through repetition across targeted and resonant messaging.

2. MEDIA PLAN

3. communication
maps
Repetition of relevant and
resonant media and
messaging builds familiarity
and reach.
YOUR BRAND
(We recommend choosing only 3)

4. media
Media Landscape:
Integrated Campaigns must be well targeted.
Relevant Media & Resonant messaging.
Emotive call to action.
Television Radio Newspapers OOHMagazines Online Social
construct
- Multi Sensory
- Targeted
- Reach & Relevance
- Engaging
- Memorable
- Shotgun
- Targeted Relevance
- Captive but passive
engagement.
- Geographic
- Shot Gun
- Regional
- Activity
- Informative
- Niche
- Credible
- Targeted
- Credibility
- Active
Engagement
- Speed
- Impact
- Generation
Usage
- Informative
- Real-Time
- Current
- Targeted
- Active
- Integrated
- Measurable
- Passive
Engagement
with
advertising
- Active
engagement
- Targeting
To:
- Brand Building
- Promotions
- Specials
To:
- Announcements
- Time Targeting
To:
- Announcement
- Active
To:
- Brand Building
- Awareness
- Inform
To:
- Brand Building
- Awareness
To:
- Inform
- Engage
- Promote
- Initiate
To:
- Engage
- Interact
- Relationships
- Brand
Ambassadors
- Builds Loyalty
What to do?

5. 7% average recall
38% average recall
15 % average recall
Source: ADTRACK™ Emerging Market Norms, outdoor based on Total SA Norm
5 % average recall
10%
average
recall
research
insights