Mccafe Media Plan

ADV 3300

Media Planning

Advertising Media Plan Project

Seth Alred, Hannah DeLong, Jordan Dry

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Executive Summary __________________________________________ 3

Situational Analysis __________________________________________ 4

SWOT Analysis ____________________________________________ 10

Marketing Objectives ________________________________________ 11

Advertising Objectives_______________________________________ 11

Creative Strategy ___________________________________________ 12

Target Selection ____________________________________________ 14

Overall Media Budget _______________________________________ 15

Target Audience Coverage ___________________________________ 16

Regionality ________________________________________________ 16

Seasonality ________________________________________________ 16

Media Mix ________________________________________________ 17

Scheduling ________________________________________________ 18

Weighting, Reach & Frequency ________________________________ 18

Recommended Vehicles______________________________________ 18

Media Flowchart ___________________________________________ 19

References ________________________________________________ 21

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Executive Summary:

The fast food industry is a fast-growing industry in the United States. McDonald’s

is the world’s largest fast food chain with most of its locations located in the United

States. McCafé provides McDonald’s customers with the option to purchase a variety of

coffee and specialty drinks. The campaign will make McCafé stand out among its

competitors, Dunkin’ Donuts and Starbucks.

McDonald’s is an easily recognizable brand that is also the leader in the fast food

market. Those strengths combined with a focus on quality have made McDonald’s an

established company. Product recalls are a major weakness for McDonald’s, as well as

any company in the food industry. McDonald’s choice to expand their menu by

introducing the McCafé line...