ADV 345J Lecture Notes - Lecture 4: Media Mix

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How to research, concept, and tackle a plan. Beginning: executive summary: could you win it here, this is where clients makes their first cuts, this is your ideas in a nutshell. Situation analysis: planning inputs, doing your homework before you start, better research = competitive ideas, do the analysis! Say what the facts mean: this is your inspiration source and evidence. Profile product and brand: get to know what you are really selling, tell the real story, all of these products are the same, but are the brands (ex: bottled water) Profile target market(s: get to know the people you are connecting with, numerically and personally, define them precisely; not too small, consider multi-dimensions. Profile geographic market(s: where will you support, trade area is key, consider multiple levels, these may change at times of year, day, by-target, etc, illustrate why your selected target has the right geo-fit with the market.

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