Use the templates below to answer this question:

Develop a media strategy for your target audience. Steps required are listed below along with tables where relevant. Justify your decisions.

MEF/c = 1 + TA + BA + BREF + PI

*LC largest competitor assume largest competitor is +2

(i) Step 1 - Primary and secondary media types

(ii) Step 2 - Effective reach pattern

(iii) Calculate MEF/c

(iv) Determine scheduling patterns and media vehicles for your primary media

Correction (starting from 1 exposure in advertising cycle) LC+1 = 3 unless -1 0 +1 market leader, then LC = 2 Factor +2 1. Target audience Favourable brand switchers Other-brand switchers Brand loyals New category users Other-brand loyals 2. Brand Brand recognition Brand recall awareness 3. Brand attitude Informational brand attitude Transformational brand attitude 4. Personal High personal Low personal influence influence influence + Strategic Scheduling Rules for each reach pattern established products Reach pattern Recommendation Example Impact-schedule Use reach rule to maximise target MEF/c = 4 pattern audience reach. That is, buy Buy 1 placement in 4 vehicles at same many competing vehicles. timeslot to maximise reach - continuous. Awareness Use reach rule to aim for close to MEF/c = 4: pattern 100% reach for target audience. Buy 1 placement in 4 vehicles at same timeslot to maximise reach. Don't advertise every week take a break. Shifting-reach Reach and frequency rules: MEF/c = 4; pattern Maximise reach but aim for more 2 placements in 2 vehicles at same time so than one exposure for target as many people as possible see your audience. message more than once. Advertise a little every week (or almost every week). Seasonal priming Use reach rule to get early interest MEF/c = 4. pattern refer above. For primes: 1 placement in 4 vehicles at the Increase frequency in seasonal same time for one week then take one week growth. off, etc. At height of campaign the advertising cycle will still be one week but for 3-4 weeks straight. Correction (starting from 1 exposure in advertising cycle) LC+1 = 3 unless -1 0 +1 market leader, then LC = 2 Factor +2 1. Target audience Favourable brand switchers Other-brand switchers Brand loyals New category users Other-brand loyals 2. Brand Brand recognition Brand recall awareness 3. Brand attitude Informational brand attitude Transformational brand attitude 4. Personal High personal Low personal influence influence influence + Strategic Scheduling Rules for each reach pattern established products Reach pattern Recommendation Example Impact-schedule Use reach rule to maximise target MEF/c = 4 pattern audience reach. That is, buy Buy 1 placement in 4 vehicles at same many competing vehicles. timeslot to maximise reach - continuous. Awareness Use reach rule to aim for close to MEF/c = 4: pattern 100% reach for target audience. Buy 1 placement in 4 vehicles at same timeslot to maximise reach. Don't advertise every week take a break. Shifting-reach Reach and frequency rules: MEF/c = 4; pattern Maximise reach but aim for more 2 placements in 2 vehicles at same time so than one exposure for target as many people as possible see your audience. message more than once. Advertise a little every week (or almost every week). Seasonal priming Use reach rule to get early interest MEF/c = 4. pattern refer above. For primes: 1 placement in 4 vehicles at the Increase frequency in seasonal same time for one week then take one week growth. off, etc. At height of campaign the advertising cycle will still be one week but for 3-4 weeks straight