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Yahoo! Media Plan Media Objectives
Target Audience <ul><li>Target advertising towards teenagers (13 to 17 year-olds) who spend more than 10 hours  a week on ...
Geography <ul><li>Using the $10 million budget, create a national advertising campaign for teenagers before the start of t...
Seasonality and Timing <ul><li>Have an introductory period before school starts. </li></ul><ul><li>After the start of the ...
Campaign Objectives <ul><li>By the end of the first year, increase the number of registered teenagers to Yahoo! By 50%. </...
Reach and Frequency <ul><li>During the introductory period, before school starts, reach 80% of the target teenage audience...
Creative Requirements <ul><li>Using media that will create awareness and effectively communicate advantages of Yahoo! over...
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Yahoo!%20Media%20Plan.ppt

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Yahoo!%20Media%20Plan.ppt

  1. 1. Yahoo! Media Plan Media Objectives
  2. 2. Target Audience <ul><li>Target advertising towards teenagers (13 to 17 year-olds) who spend more than 10 hours a week on the Internet. </li></ul>
  3. 3. Geography <ul><li>Using the $10 million budget, create a national advertising campaign for teenagers before the start of the 2005-2006 school year. </li></ul>
  4. 4. Seasonality and Timing <ul><li>Have an introductory period before school starts. </li></ul><ul><li>After the start of the school year, provide sustaining support throughout the school year and the following summer. </li></ul><ul><li>The campaign will run from August 1, 2005 to July 31, 2006. </li></ul>
  5. 5. Campaign Objectives <ul><li>By the end of the first year, increase the number of registered teenagers to Yahoo! By 50%. </li></ul><ul><li>Increase the average time teenagers spend on Yahoo! By 25%. </li></ul><ul><li>Increase differentiation measure for Yahoo! By 10%. </li></ul>
  6. 6. Reach and Frequency <ul><li>During the introductory period, before school starts, reach 80% of the target teenage audience an average of six times, and 50% three times. </li></ul><ul><li>Throughout the rest of the year, sustain awareness of Yahoo! By reaching 40% of target teenagers at least once a month. </li></ul>
  7. 7. Creative Requirements <ul><li>Using media that will create awareness and effectively communicate advantages of Yahoo! over its competitors. </li></ul><ul><li>Use media for promotion and marketing of Yahoo! that will appeal to teenage trends and select vehicles that generate buzz. </li></ul><ul><li>Media must be convenient and easily accessible in order to fit into the hectic lifestyles of teenagers. </li></ul>

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