Media Objectives Great Smell's Target Term Paper

Since Facebook has a large number of users, reachability of target market can be ensured in a more cost effective way. A free Facebook page can be used for a more interactive marketing with consumers.

Justification of Rationale

The buying brief is of immense importance to the plan. The economic crisis has increased marketing costs of businesses significantly. Most brands that exist in competitive markets look for cost effective but prime media slots. The market forces that determine the advertising costs in various media are very active. Moreover, the allocated budget for Great Smell is limited and the sales have gone down by 2% in the past year.

The importance of the buying brief is that it addresses the two most critical aspects of the product that is the declining sales along with the competition that exists and the limited budget. Keeping the critical aspects in view, the buying brief helps devising a market centric advertising campaigns that works within the allocated budget and aims at reaching the maximum possible target market (Marketing Zone, 2011).The initial aim is to achieve increasing marketing returns. Once that is achieved frequency of advertisement will be increased.

This commercial is justified because with a limited financial budget and declining sales, Great Smart cannot afford a more aggressive campaign. Moreover, one major reason behind declining sales for Great Smell was using a tagline that ignored a large part of potential target market. The proposed change in tagline aims at a change in brand image. The proposed campaign is more market segment and will reach and target a higher proportion of target market.

References

Mondotimes. (2011). USA TV Stations. viewed 24 May 2011. <

http://www.mondotimes.com/world/usa/tv.html> .

Marketing Zone (2011). Media Briefs. Viewed 24 May 2011. <

http://www.marketingzone.com/how/advertising/media-planning-and-buying/how-write-media-brief>

Buy Now Media (2008). Outdoor Advertising, viewed 24 May, 2011 <

http://www.buynowmedia.com/media-buying-references/outdoor-advertising-03-11-08.php>.

Sheet1

Jan Feb March Apr May June July Aug Sept Oct Nov Dec Total

Network TV:

Prime Time 40/wk 40/wk 1250000

Magazine

Vogue 200000

IQ

Internet

Facebook 200000

Billboard 350000

TRPs 65-75 85-98 100-172 98-78 75-65-155 200

Reach 42% 48% 50% 59% 60% 55%.....