Media Planning: Burger Stop

Return to Activity

Score

Ed$,$ the CEO of Burger Stop, has hired you as his Media Planner. Your job is to help with strategies around Burger Stop's media planning for this year.$$

The main task involved in the development of a media strategy is to determine the best media platforms to reach the target market, given the constraints of the budget.$$

Burger Stop first opened in Green Valley, California forty years ago as a local spot for a hamburger and ice cream. Today, Burger Stop has twenty$-$four locations in the western United States.$$

In the past, Ed and his team have seen gaps in their advertising reach. They feel your expertise could help them greatly improve.$$

You enter the main office for Burger Stop and are greeted by Ed and his team.

Ed

Hi$,$ mihir asnani. I$\text{'}$m so excited to have you on our team to lead this project.$$

mihir asnani

Thanks Ed$,$ I$\text{'}$m ready to help you on this project. What are some of the aspects that you're wanting to improve?

Ed

I feel like we have done a pretty good job with advertising. With technology use continuing to grow, however, I feel like I$\text{'}$m not as knowledgeable on all of the areas we should or shouldn't be covering.$$

We have a new hamburger that we want to heavily promote over the next six months. It could be advertised by print $($magazines$/$billboards$),$ video $($commercial$),$ or even verbally $($radio$).$

I make so many decisions about our ad placements, but in the past it has felt like I$\text{'}$m guessing what platform to use more than making an informed decision about it$.$

mihir asnani

Well, that's what I$\text{'}$m here for, to help you make informed decisions.

There are four steps of the media planning process. First, we must analyze the market.$$

Ed

Okay, what information to do you need from me to get started?$$

mihir asnani

It is essential that I know the reach of the media in your area.

Implement the media planning process. : $0$ of $5$

You will find this through research. First, you must know your audience and your budget.

Ed

Okay, what information to do you need from me to get started?$$

mihir asnani

It is essential that I know your target market and budget.$$

Implement the media planning process. : $5$ of $5$

Ed

Yes, that makes sense.

Let's discuss our target market first, and then we will move on to the budget.$$

mihir asnani

Sounds great.

Ed

mihir asnani, you can see our target market on this chart. We collected this information based on who visits our locations.$$

Is this enough information on our target market?$$

Response $1$ of $2$: Yes. This target market information is good. Let's move on to discussing the budget you had in mind.$$Yes$.$ This target market information is good. Let's move on to discussing the budget you had in mind.$$Response $2$ of $2$: No$.$ Let me take a look at the raw data from your customer base, so we can see more specific details.$$No$.$ Let me take a look at the raw data from your customer base, so we can see more specific details.$$

Submit

Materials

Target Market

Chart

Target MarketDescriptionAge$5$ to $65$Location$20$ miles from a Burger StopIncome Level$$30,000-$ $$55,000$