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10. Media planning template
Aim of campaign:
Campaign dates:
Budget (£):
Target customer description:
Media channel Details Cost
Direct Marketing
Direct Mail
Email
Telemarketing
Exhibitions, Events & Promotions
Conventions, trade shows
Contents
Giveaways (Pens, T-Shirts etc…)
Internet/Electronic Advertising
Internet
Radio
SMS/MMS
Television
Outdoor Advertising
Billboards
Bumper stickers
Posters
Signage on buildings
Vehicle signage
Print Advertising
Catalogues, brochures, fliers
Directories
Newsletters
Newspapers
Magazines
PR
Advertorial
Alliances with other businesses
Community/charitable partnerships
Press releases
Seminars
Speeches
Sponsorships, endorsements
Promote a new vegetarian product
1 July 2014 to 31 December 2014
Health-conscious people and vegetarians from the ages 16-45 years old.
—
Contents: McDonald’s Surprise Alarm app
promotion
Giveaways: McMarathon coupons
Television: short advertisement (40secs) to be
shown on commercials during the prime timing of
the day (7-11pm) on Channel 5 and Channel 8.
Internet: Facebook
Billboards: Advertising on bus stop sky bulletin (bus
stop rooftop billboard)
Posters: MRT- (SMRT Main Line —Platform screen
doors.
Vehicle signage: Bus (12m) sticker and wrap on top
of bus.
Newspapers:
1.Full Front page wrap around advertisement
2. Full length poster
McMarathon: Aimed to promote health through
exercise and healthy eating in Singapore, and also
to raise awareness about the Veggie McWrap.
90% proceeds through the registration will be
donated to the Ronald McDonald House Charities
Singapore.
S$219,600
S$198,000
S$79,000
S$9,400

11. Word of mouth
Referral programs
Testimonials

12. Task Duration
July August September October November December
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 Wk 19 Wk 20 Wk 21 Wk 22 Wk 23 Wk 24
Newspaper (ST- Full front page wrap around ad) 4w 1 1 1 1
Newspaper (ST- Full page, full colour) 12w 1 1 1 1 1 1 1 1 1 1 1 1
Social Media: Facebook 6w 2 2 2 2 2 2
Bus Media Portal 24w 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
Bus (12m) 16w 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
Bus Sky Bulletin 24w 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
McDonald’s Surprise Alarm 24w 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
McMarathon Poster 24w 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
Television Commercial 16w 5 5 3 3 1 2 3 2 2 2 2 2 3 3 3 3
McMarathon 1d 7 Dec