MEDIA PLANNING
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STUDENT ACTIVITY: Media Planning
1. Open the Media Planning lesson.
2. Under the Actions menu, go to Market Research, New Survey.
Check the questions:
a) “What is your gender?”
b) “How old are you?”
c) “What is your income?”
d) “Are you aware of pro football in your city?”
e) “How devoted are you to football?”
3. Segment using the question “How devoted are you to football?”
Select A lot and Extremely. Answer questions 1-2 below.
4. Under Actions  Media Planning screen.
Purchase $52,000 of advertising on WTNP. Run the simulation for four to five
simulated weeks. Answer question three below.
5. Reopen the lesson from the File menu and repeat steps 3-5.
Set up different advertising campaigns trying to meet the “Number To Beat.”
Questions
1. For people who consider themselves football fans what is their gender?
Average age?
Average income?
2. What is the awareness level of your franchise for people who consider themselves
football fans?
3. What happened to the awareness of people who consider themselves football fans
after your initial advertising campaign?
Definitions
Cost Per Reach
The cost of an advertising campaign divided by the number of people reached.
Media
In advertising, the term media is used to describe avenues for communicating a
message. The most common forms of media are TV, newspapers, radio and the
Internet.
Awareness
The percent of potential customers in a specific target audience who are aware of a
product’s existence.
Demographics
The basic characteristics of a population segment such as gender, age, and income.