You have a budget of $20,000 to help your client spend over a month’s time to publciizie some aspect of their business.
You determine the retail business and its demographic target.
Your job is to make the best use of your client’s money in a multi-media buy.
Research the media in the market of the business, to include radio & TV, cable, newspaper, magazine, billboards and social medium. Find out the cost of running ads with them.
Create a plan to use the $20K to contact the maximum number of potential customers, based on the target demographics of the retain business and the local media.
client, with whom you have built a trustful business relationship, as you to guide a large media buy for a 3-month period (one quarter) concerning their new product line or service line. Your budget is $30,000 for the quarter. You will work up a presentation to make on March 30. All class members are in the committee. Assign tasks for each to contribute to the media buy.
Here are the parameters:
Parameters for Sales Project
The business—Publix of Troy University
The promotion: “Need Food Please” cards for college students
Your task: research the costs of local and regional traditional and social media
Your goal: advise the owner of Publix in Troy how best to use the $30,000 allotted for this promotion
Traditional media to research for prices:
Broadcast/radio—WTBF-FM and WTBF-AM in Troy, WKMX in Dothan, WLWI in Montgomery
Broadcast/TV-Troy Cable; WSFA, WAKA and WCOV in Montgomery; WTVY in Dothan
Print-Troy Messenger, Tropolitan, Dothan Progress, Montgomery Advertiser
Billboards-Kinetic and Static (in Troy)
Social Media-Facebook, Twitter, SnapChat, Spotify, YouTube etc
You decide how much to spend and with whom you spend it. You do not have to spend something with everyone.
Sample Solution