Let's assume you are developing a media plan for an advertising campaign for a Pho restaurant. The campaign will last for one month. Respond to the following prompts to create a high-level media plan:

1. Who do you want to reach with your advertising campaign? Be specific. Provide the rationale for your choice.

2. What do you want to accomplish with your advertising campaign? What specific objectives do you have for your advertising campaign regarding consumer response?

3. How often do you want to expose the target audience to your message during the campaign time frame? Be specific in identifying the number of exposures. (Frequency objective). what percentage of the target audience do you want to expose to your message at least once during the campaign time frame? Provide the rationale for your choice. (Reach objective)

4. What forms of media will you utilize for your campaign? In what specific media vehicles (identify the specific tv program(s), radio station(s), print publication(s), out of home method(s), search marketing site(s), social media platform(s), etc.) will you advertise? Select at least four forms of media and four associated media vehicles you will utilize for your campaign. Provide the rationale for your choice.

5. Where will you advertise? In what geographic area will you focus your advertising efforts? Be specific. Provide the rationale for your choice.

6. When will you advertise? Given this campaign will last one month, in what month will you advertise? So, what time of year would the target audience be most receptive to your message and interested in purchasing your restaurant? (aperture) To get more specific, is there a particular time of day the target audience would be most receptive to your message? Provide the rationale for your choice.

7. How will you distribute your media budget between your selected media vehicles? List the vehicles and the percentage of the budget you would allocate to each vehicle. We are not addressing actual dollar figures, but how the media budget would be allocated between your vehicles. Provide the rationale for your choice.