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Print +Radio + cinema media planning . Ad 3102 advertising media planning . How to calculate cost : print media . Newspaper : cost per column inch x size of newspaper Example : 3500 x ( 12 x 20 ) = 840,000 B Magazine : cost per page per size Example : FHM ( FP/FC ) = 78,000 B .
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Print +Radio + cinema media planning Ad 3102 advertising media planning
How to calculate cost : print media • Newspaper : cost per column inch x size of newspaper Example : 3500 x ( 12 x 20 ) = 840,000 B • Magazine : cost per page per size Example : FHM ( FP/FC ) = 78,000 B
How to calculate radio cost • Radio : cost per spot x no.of spot per day x no. of day Example : Greenwave 106.5 Cost per spot = 4000 No.of spot per day = 8 no.of day = 30 days 4000 x 8 x 30 = 960,000 B
How to calculate cinema cost • Cinema : cost per week x no.of week x no. of cinema house Example : cost per week = 4000 B per cinema house No. of week = 4 weeks No. of cinema house = 10 houses 4,000 x 4 x 10 = 160,000 B
Exercise II Popeye fast food • Brief • Popeye fast food had ever launched in Thailand past 10 ago , but this brand didn't’ success in market . • Y 2014 , Popeye fast food plan to re-launch again , for Thailand focus on Bangkok only • Main target to be young adult and working officer especially in Bangkok • Main product to be Fried chicken ,Biscuit and French Fried .
Exercise II Popeye fast food • Marketing objective • Re-create high brand awareness and reflect to achieved sale value 20 % in total market ( KFC gain 45 % , McD gain 30% ) • Gain member club more than 300,000 member within 6 months • Build brand image to be premium brand from USA, 40 % brand for me from customer survey .
Exercise II Popeye fast food • Marketing activities • Grand opening new branch at Siam Digital Gateway on April 2014 • BOGO ( buy one get one free ) every Wed / Thu ( period 3 months continue from April 13,2014 – July 13 ,2014 • Launch new presenter “ Nadej and Ken Popoom “ and create engagement activities at main branch every Sat – Sun by sponsorship with radio program , who win on radio game , Popeye will delivery chicken to office or university , and who lucky , brand presenter will sent by themselves. • Condition for play game should have receive of Popeye first , to be unlock game competition. Period for promote to 3 months on July onward . And need quick response .
Expectation • Set media objective and media strategies by using media mix • Create media flowchart • Media rational
Period and budget • Period : April 2014 – March 2015 • Budget for media mix : 20 million B • Media mix : newspaper + magazine + radio + cinema
Radio Cost per spot listen ship