Submitted by: Submitted by ntaylornc
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Words: 4457
Pages: 18
Category: Business and Industry
Date Submitted: 05/02/2016 03:59 PM
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...