(Local monthly glossy magazine):
This magazine targets 31% of the local population making it an ideal media outlet for a local event like the Fitness-Challenge kick off. Since the Fitness Challenge focuses on eliminating childhood obesity, parents will be the main target audience. According to the U.S. census bureau 32% of American families with a child under the age of 12 have a stay at home mother. Only 3% of American families with an elementary age child have a stay at home dad. Taking these statistics into account our campaign will cater towards behaviors and needs of the “stay at home mom”. Out of the local population that reads “Our community”, 70 percent are women ages 31-60 years old. This age range and gender covers our target audience therefore making advertisements through this media outlet very effective. A half page ad would cost the campaign 4,000 dollars, a small price for so much exposure. Since the magazine only prints every month, readers tend to flip through the pages multiple times, maximizing frequency.
With 40 percent of the local population as regular viewers, advertisements on this program will significantly increase awareness of the Fitness Challenge. Women ages 35-55 represent an astounding 72 percent of viewers. Awareness of the challenge requires introduction of the event concept and benefits. Running at least 30 non-primetime ads two months before the Challenge will familiarize the target audience with the event without bombarding them with information. Thirty prime-time ads will run the month before the event to maximize advertising exposure of the Fitness Challenge Kick off.
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...as targeted stay at home moms, dads also hold decision power when it comes to their children’s health. Billboards displaying advertisements for the Fitness Challenge kick off, offer an enormous amount of exposure for the event. Boards strategically placed a long high traffic roadways catch the eyes of interested fathers on their way home from the workplace. Most working individuals drive the same route to and from work meaning that they encounter the same billboard messages twice daily. Therefore the frequency that one individual encounters the ad on a daily basis must equal or surpass two. Multiply this by 2 months and the number of impressions falls well over 100.
Cost: 2 months- $ 5000
Total Cost: $31,205
Even after creating a campaign media plan that encompasses multiplatform advertising our budget of $50,000 remains $18795 higher than required funds.
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