MEDIA PLANNING OVERVIEW: Develop a media plan, schedule, budget, and rationale to advertise the Ghirardelli Chocolate Company
SITUATIONAL ANALYSIS Budget: $10,000,000 Seasonality: Focus on Q4 for holiday sales Products: confectionary and baking chocolate MEDIA OBJECTIVES: Increase unaided brand awareness Deliver messages on contentrelated vehicles for maximum media aperture TARGET AUDIENCE (MRI+):
Women 25-54 White Married HHI: $75,000-$149,000
MEDIA MIX MEDIA Television: Sex & the City, Glee, Paula’s Home Cooking Magazines: People, Reader’s Digest OOH: Billboards Online: Paula’s Home Cooking website
Total Magazine Ads: 12 Total TV Ads: 240 GRP’s Per Week: 33 Online Impressions: 50,000,000