Instructions
A client needs a media plan to help him raise $20 million in venture capital money to promote his new video game Monster Hunt. The game sells for $34.99. Target audience is young adults and teens (ages 13-24). Based on current population numbers, this target audience is represented by 59.9M individuals (32 million – ages 13-17yrs and 27.9M – 18-24) They are twice as likely to be radio listeners and Internet users as older adults and less likely to be heavy viewers of television although the young adult segment does watch limited television. The cost to reach this group is roughly $64M. However, because this is a start-up company, the client only has 30M budget. They are launching this game in early October to lead into Christmas holiday shopping season. What would be your two page media recommendation to them?
Paper is to be written in this format.
First, identify your media objectives, what is to be accomplished and when … make sure you include all of the appropriate media objectives to include what scheduling approach will be used for the three-month effort. Don’t forget to Include your estimated GRPs for the media effort as part of your objectives.
Secondly, identify your media strategy along with how your defined objectives will be implemented. What specific media types will you use and why? If you know of specified media vehicles that might be used, identify those as part of the media type descriptions.
Thirdly, offer a clear and concise rationale for why these recommendations will help sell Monster Hunt. Conclude by identifying how this proposed plan is innovative.
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