Running head: MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
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Student Information
Scenario Number & Product: Scenario 01 & The Body Shop Group members: (Kay)Wing Man Liu, Ying Chen & Junseo Lee Instructor’s name: Colin Robey
PART A – Television Campaign Analysis
Television Benefits Television ads can contain sight, sound, and movement. In addition, television ads can sho w a variety of contents. Therefore, The Body Shop can demonstrate the products by showing the c ustomers how to use products and features of this company’s products. Also, television ads can t arget a narrow audience by selecting different shows. The body shop has a specific target group fo r each product. So, The Body Shop will be able to advertise effectively on the right target for each product.
Television Cost (30s) 1 Week Cost
Campaign Cost
Gross
$528,027.50
$2,640,137.50
Net
$448,823.38
$2,244,116.88
$1,920.10 Gross CPP x (1 + 10% premium) x 250 GRPs/week x 5 weeks
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MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
$1,920.10 Gross CPP x 1.10 premium x 250 GRPs/week x 5 weeks $2,112.11 Gross CPP with premium x 250 GRPs/week x 5 weeks $528,027.50 Gross weekly cost x 5 weeks $2,640,137.50 Gross / $2,244,116.86 Net Television Reach/Frequency GRPs
Reach (%)
Frequency
Impressions (000)
1 Week Campaign
50
30.4
1.6
1,620
250
62.1
4.0
8,012
According to the data from this chart, the reach of the campaign for one week is 30.4%, an d for the whole campaign of 5 weeks is 62.1%. The frequency of the campaign for one week is 1. 6, and for the whole campaign of 5 weeks is 4.0. Demographic Comparison GRPs
Reach (%)
Frequency
Impressions (000)
A18-24
250
62.1
4.0
8,012
W18-24
260
63.8
4.1
4,002
M18-24
240
60.5
4.0
4,011
MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
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The group of W18-24 has the highest number in GRPs, reach and frequency. The reach is 63.8%, the frequency is 4.1, and the GRPs is 260. On the other hand, the group of M18-24 has the lowest number in GRPs, reach, frequency. The reach for this group is 60.5%, the frequency is 4.0, and the GRPs is 240. The group of A18-24 has the same lowest number as the group of M18-24 in frequency at 4.0, the reach for this group is 62.1%. PART B – Digital Campaign Analysis Digital Benefits The Body Shop can target appropriate customers and access audiences effectively with a d igital campaign. Digital allows advertising to be put in the proper areas according to people’s ha bits, location, interests and most people always hold digital gadget such as a mobile phone. The B ody Shop can demonstrate the products of The Body Shop by using Video ad. Demographic, beha viour targeting and contextual advertising allow ads to be exposed to people who are relevant to th e product. Also, The Body Shop used the type of Pre-Roll can be exposed to potential customers b ecause the ad of The Body Shop can be viewed by people for a fixed amount of time that people c annot be skipped. In addition, The Body Shop can avoid negative image and make the ad more eff ective by setting frequency cap that sets a limit on the number of times someone will see an ad dur ing a set period of time in the ad. Furthermore, the audiences are able to view an detailed informati on of a product of The Body Shop by clicking the digital ad. Additionally, The Body Shop can col lect numerous data to analyze and optimize the campaign. Digital Cost
MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
1 Week Cost
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Campaign Cost
Gross
$34,400.00
$172,000.00
Net
$29,240.00
$146,200.00
Contextual – Sports – Big Box 300x250 (1x1 Tile) – Demographic Targeting and Frequency Capping • TSN.ca (200,000 impressions/wk) $10.50 x (1+20%) x 200,000 / 1000 x 5 $10.50 x 1.20 x 200,000 / 1000 x 5 $12.60 x 200,000 / 1000 x 5 $2,520,000.00 / 1000 x 5 $2,520.00 x 5 $12,600.00 Net / $14,823.53 Gross
• Sportsnet.ca (200,000 impressions/wk) $10.50 x (1+20%) x 200,000 / 1000 x 5 $10.50 x 1.20 x 200,000 / 1000 x 5 $12.60 x 200,000 / 1000 x 5 $2,520,000.00 / 1000 x 5 $2,520.00 x 5 $12,600.00 Net / $14,823.53 Gross
MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
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Audience/Mobile – Demographic Targeting – Leaderboard 728x90 (8x1 Horizontal Banner) •Facebook.com (700,000 impressions/wk) $4.50 x (1+20%) x 700,000 / 1000 x 5 $4.50 x 1.20 x 700,000 / 1000 x 5 $5.40 x 700,000 / 1000 x 5 $3,780,000.00 / 1000 x 5 $3,780.00 x 5 $18,900.00 Net / $22,235.29 Gross
• Spotify.com (300,000 impressions/wk) $4.50 x (1+20%) x 300,000 / 1000 x 5 $4.50 x 1.20 x 300,000 / 1000 x 5 $5.40 x 300,000 / 1000 x 5 $1,620,000.00 / 1000 x 5 $1,620.00 x 5 $8,100.00 Net / $9,529.41 Gross
• Buzzfeed.com (500,000 impressions/wk) $4.50 x (1+20%) x 500,000 / 1000 x 5 $4.50 x 1.20 x 500,000 / 1000 x 5 $5.40 x 500,000 / 1000 x 5 $2,700,000.00 / 1000 x 5
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MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
$2,700.00 x 5 $13,500.00 Net / $15,882.35 Gross
Video – Audience Segments (Data/Behaviour Target) – Pre Roll (30s) •YouTube.com (700,000 impressions/wk) $23.00 x 700,000 / 1000 x 5 $16,100,000.00 / 1000 x 5 $16,100.00 x 5 $80,500.00 Net / $94,705.88 Gross
Digital Reach/Frequency GRPs
1 Week Campaign
Reach (%)
Frequency
Impressions (000)
76
26.1
2.9
2,388
378
62.9
6.0
11,943
According to the data from this chart, the reach of the campaign for one week is 26.1%, an d for the whole campaign of 5 weeks is 62.9%. The frequency of the campaign for one week is 2. 9, and for the whole campaign of 5 weeks is 6.0.
PART C - Campaign Summary Television
Digital
Total Campaign
MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2
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Gross
$2,640,137.50
$172,000.00
$2,812,137.50
Net
$2,244,116.88
$146,200.00
$2,390,316.88
$396,020.62
$25,800.00
$421,820.62
Commission
