Please help with this project. It's due at 10 pm today.

You are working in an advertising agency and are in charge of a media plan for your client, Mot & Chandon.

Mot & Chandon, also known simply as Mot, is a French fine winery and co-owner of the luxury goods company LVMH Mot Hennessy Louis Vuitton SE. Mot et Chandon is one of the world's largest champagne producers and a prominent champagne house.

The new Moet Secret is premium champagne, but with no alcohol. It is high cost and high-quality.

The marketing campaign slogan is:

Never share all of your secrets.

ASSUME NO PANDEMIC/NO COVID

Your budget is: $750,000. Note, you do not need to spend all of it.

Your target consumer is:

• Demographics: Women, aged 46-55, college/university educated, high-income, have older children, have a dog.
• Geographics: Canadian, lives in suburban areas such as Oakville, Richmond Hill, and Markham.
• Psychographics: Eat organic foods, and have an active lifestyle including running and yoga. Their attitude is they work hard and deserve to be rewarded, and their opinion is that special occasions deserve fine drinks, but staying healthy is important.

Your client wants your help choosing 3 types of media from the list below:

• Print Media Choices
  • Newspapers
  • Magazines
• TV Choices
  • TV Commercials
• Radio Choices
  • Radio Commercials
• Out-of Home Choices
  • Outdoor Advertising (Posters, Billboards, etc..)
  • Transit-specific Advertising
  • At-Retail-specific Media
• Direct Response Media Choices
  • Direct Mail
• Interactive Media Choices
  • Online Advertising (Web Banners, Video Advertisements, etc.)
  • Social Media-specific Advertising
• Experiential Marketing Choices
  • Events
  • Sponsorship-specific Events

PART 1: CHOOSING YOUR MEDIA (14 marks)

1. Choose 3 of the media listed to recommend your client. Consider your target market above, and explain in detail, why you made these choices for them. Describe which exact type of media in each of the categories that you would select and explain why this would be a good fit for your target market.

Note, you can choose more than one type.

For example, you may choose to advertise in a print magazine and a print newspaper - these would count as two different media choices.

Also, please be specific. For example, if you choose magazines, which magazines did you select? What type of spread? Where would you place the advertisement?

(8 marks)

2. Give two specific examples of specific types of advertising media that you would NOT use for your target segment and explain in detail why these would not resonate with your audience. (4 marks)

3. Explain why it is important that all the advertisements must have coordinated media selections and a consistent look. (2 marks)

END OF PART 1 NEXT PAGE IS PART 2

PART 2: BUILDING YOUR MEDIA PLAN (16 marks)

4. Pick a launch date for your media plan for your products marketing campaign. Consider your product and your target market, and explain why you chose this date. (1 mark)

5. Divide up your budget across your media choices and fill in the blocking chart below. (12 marks)

Fill in the media blocking chart with timelines when your media would run and how much you would spend on each. Explain why you chose these launch dates and allocated these dollar amounts. Explain the type of schedule you have created for each media.

Note, you do not need to spend all of your budget.

			Q			Q

6. Explain why ROI is important. (1 mark)

7. Imagine you need a minimum ROI of 20% for the total of your entire plan. Estimate the value of sales you would get from each media, and calculate so that your plan adds up to a 20%-30% ROI. (2 marks)

Recall the formula for ROI is:

Sales-Costs

Costs