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Media Schedule -Client is launching an inexpensive alcoholic drink targeted at students Without knowing whether the campaign aim is to create general awareness or generate immediate sales volume I will put them here as inextricably linked I am similarly given no indication of budget but I will be assumptive and assume it is not large as the product is inexpensive Similarly I would assume good below-the-line activity but the brief calls for media only Ad regulations allowing I would kick off the schedule with TV spots bought over a two-week period prior to Freshers Week Spots should be bought in breaks between content such as SMTV 15 to 1 Home Away Transworld Sports T4 As students for the most part are early adopters and the uptake of cable and satellite television has been rapid spots should be bought around The Simpsons on SKYONE and MTV Budgets should not be too exhausted here as only prime-time slots required are for programmes such as The Simpsons and possibly T4 I have chosen Television as my first media as for a launch it reaches the maximum demographic promotes a cohesive uniform message and animates a previously unfamiliar product Next branding should be taken out across all Freshers bagspacks perhaps in conjunction with below the line activity inside the bag ie samples direct mail Freshers time is a great period to gain exposure as this is a time of the highest concentration of drinking and a good time to forge long-term associations Third I would utilise University Union Newspapers With Zero wastage tremendous readership penetration and the minimal display rates involved some creative option within belly-bands andor DPS would be great for the media schedule If penetration was not as high in some UniversityCollege centres then the student national magazine GET should be considered Stage four should reinforce all previous media in a poster campaign First outdoor media Selected poster
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