select the best date to lunch the marketing campaign and explain why. The marketing advertising that I have selected is 

• Interactive Media Choices
  • Online Advertising (Web Banners, Video Advertisements, etc.)
  • Social Media-specific Advertising
• Experiential Marketing Choices
  • Events
  • Sponsorship-specific Events
• Out-of Home Choices
  • Outdoor Advertising (Posters, Billboards, etc..)
  • Transit-specific Advertising
  • At-Retail-specific Media

I have to complete the chart 

 

 

You are working in an advertising agency. You are in charge of a media plan for your client, Listerine.  Listerine is an American brand of antiseptic mouthwash that is promoted with the slogan "Kills germs that cause bad breath".  It is manufactured and distributed by Johnson & Johnson.

 

Listerine is launching a new flavour of mouthwash called "Cool-Breath Zero".   The Zero means that this Listerine product does not contain alcohol.  This mouthwash has the same cleaning powers as traditional Listerine but also has special additives which help make your breath stay fresh for longer.  Listerine is considered to be medium-cost, but since it is not completely necessary, (like toothpaste) not everyone purchases it. It is one of the highest-quality mouthwashes on the market.

 

The marketing campaign slogan is:

"Stay Cool with Listerine Cool-Breath!" 

 

ASSUME NO PANDEMIC/NO COVID

Your budget is: $500,000.  Note, you do not need to spend all of it.

Your target consumer is:

• Demographics:  Men and Women, aged 19-25, low-medium income, single, students.
• Geographics: Canadians, live in urban areas of Toronto near Colleges and Universities, such as York Heights, and the Annex.
• Psychographics:
  • Lifestyles: Students that also work.
  • Interests: Focused on their studies, also interested in socializing face-to-face.
  • Activities: Attend and host parties and social events, go to bars, clubs, play on social sports teams such as beach volleyball, and socialize on media sites such as Instagram.
  • Opinions: They believe it is important to maintain their appearance and grooming, they want to present their best self to others so they can make a good impression.

 

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

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

 

1. 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 for when your chosen 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

 

 

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

 

1. 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