MFP Exercise 10 - Using media flight plan to get results PDF

Title	MFP Exercise 10 - Using media flight plan to get results
Course	Media Planning Buying and analytics
Institution	Adelphi University
Pages	2
File Size	166.9 KB
File Type	PDF
Total Downloads	16
Total Views	135

Preview

CLICK TO PREVIEW PDF

Summary

Using media flight plan to get results...

Description

Coby Schmutter MFP 10

3/16/21

1. Canon Mita Ricoh Sharp Xerox TOTAL

Magazine 7095 1829.2 1164.2 2862.5 37.2 12988.1

Natl Nwsp 1011.2 716.3 1471.9 311 635.6 4146

Outdoor 212.1 506.6 0 37 2.4 758.1

Net TV 4914.2 3222.7 1265.7 3525.7 547.2 13475.5

Spot TV 51.2 123 226.4 1189.8 0.7 1602.1

Cable TV 763.9 405.1 1345.9 859 0 3373.9

Net Radio 0 778.8 0 0 0 778.8

Total 14047.6 7592.7 5474.1 8785 1223.1 37122.5

2.

Canon was the largest media spender. They spent over 14million dollars 3. Ricoh spent the most on Cable Tv. They spent $1,345,900 4. Cannon spent the most ad dollars in Network tv. They spent $4,914,200 5. Media Mix Canon Mita Ricoh Sharp Xerox

Magazines

Natl Nwsp

Outdoor

Net TV

Spot TV

50.5 24.1 21.3 32.6 3

7.2 9.4 26.9 3.5 52

1.5 6.7 0 0.4 0.2

35 42.4 23.1 40.1 44.7

0.4 1.8 4.1 13.5 0.1

Cable TV

5.4 5.3 24.6 9.8 0

Net Radio

Total

0 10.3 0 0 0

100.0 100.0 100.0 100.0 100.0

6.

7. A. National Newspaper which was 52 and Network Tv which was 44.7 B. Xerox was the low spender in both Net TV (4.1) and Natl Nwsp (15.3) C. Xerox’s best move is to possibly make a change to their time strategy and switch to when there is less going on so they can dominate. 8. Canon has the highest at 36.5% Xerox is the lowest at 4.1%

Xerox is lowest at 0.3% 10. A. The media opportunities that were least explored are Spot Tv, Network Radio, and Outdoor. These sources definitely have opportunities for competitors to gain SOV. B. I would allocate most of my funds on Radio, Magazines, and Newspapers. Radio serves as a strong medium that is an inexpensive opportunity to remind those to take action. Similarly, Magazines offer an opportunity to have people subscribe and consistently see our advertisements, as well as allow us to place descriptive advertisements for the potential consumers to see. Lastly, Newspapers can easily be used to announce upcoming specifics of our product/service....