Create a $3,000 monthly advertising plan for The Westside Coffee Company. Use the media costs provided  in the spreadsheet and justify your recommendations with data.

 

Local Media Costs	Cost
Outdoor Billboards on Main Street	$350
Local Cable TV (30 sec)	$45
Local Cable TV (15 sec)	$25
Radio Ads (60 sec)	$45
Radio Ads (30 sec)	$30
Radio Ads (10 sec)	$10
Direct Mail (Valpac Coupons)	$500
Valley Magazine (1/2 page)	$350
Valley Magazine (full page)	$500
University Student Newspaper (1/8 page)	$200
University Student Newspaper (1/4 page)	$300
University Student Newspaper (1/3 page)	$350
Local Newspaper (1/8 page)	$250
Local Newspaper (1/4 page)	$400
Local Newspaper (1/3 page)	$500
Google Adwords (Keywords)	Variable PPC
Facebook Ads	Variable PPC
Instagram	Variable PPC
Valley Residents ages 18+	89,976
Total Households	38,393
Households with Broadband	87.8%
Average Daily Traffic on Main Street	30,000
Average Hourly Radio Listeners	600
Number of Households w/ Mail	38,393
University Students Who Read Student Newspaper	3,500
Number of Local Newspaper Subscriber Households	5,000
Average PPC Cost for Google, Facebook, Instagram	$2.00
Note: All local radio and Cable TV ads are classified as ROS (run of station) and can be placed at the discretion of the station. For the purpose of the assignment, assume an average rating of 0.2 for all progamming.