Let's assume you are developing a media plan for an advertising campaign for an event planning company. The campaign will last for one month. 1. Who do you want to reach with your advertising campaign?

2. What do you want to accomplish with your advertising campaign? a. What specific objectives do you have for your advertising campaign regarding consumer response? b. Based on your consumer response objective, how often do you want to expose the target audience to your message during the campaign time frame? c. Based on your consumer response objective, what percentage of the target audience do you want to expose to your message at least once during the campaign time frame? 3. Applying your understanding of the various forms of paid and owned media, what forms of media will you utilize for your campaign? In what specific media vehicles (tv programs, radio stations, print publications, out of home, search marketing, social media platforms, etc.) will you advertise? Select at least four specific media vehicles you will utilize for your campaign.

4. Where will you advertise? In what geographic area will you focus your advertising efforts? 5. 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 brand? To get more specific, is there a particular time of day the target audience would be most receptive to your message? 6. 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.