STRATEGIC MEDIA DELIVERY – MEDIA RATIONALE
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Student Information Client Name: Old Navy Product/Brand: Old Navy menswear Name: (Kay)Wing Man Liu Instructor’s Name: Colin Robey Media Objectives Objective(s): With Old Navy reach 50.0% of M30-54 who lives in the Atlantic and Prairies market with HHI over $75,000 per year, an average of 5 times per week in August, September and December. i.
Product (What) Based on the media brief, Old Navy menswear will be advertised.
ii.
Target (Who) Based on the media brief, the target of Old Navy is between 30 to 54-year-olds men, who make an average HHI of more than $75,000 per year.
iii.
Reach (How Many) To deliver a 70.0% weekly reach of the target group during the campaign. Some people are in the Old Navy target group but might not be aware of Old Navy. Reach is important for the campaign as it helps to make this target audience aware of Old Navy and can see the ad at least once.
iv.
Frequency (How Many) To gain an average weekly frequency level of 5 against the target group during the campaign. Based on the media brief, Old Navy wants to encourage more price switchers to purchase from the brand. Also, Old Navy’s market share decreased in 2018 from 2015 as Canada
