MarketingPlanningMidtermProject-4

Marketing Planning Midterm Project

Kelly Price

This midterm project is based on an advertisement of Duds & Suds located in the

Sunmart Plaza in South Moorhead. Duds & Suds is a fictional combination of a bar/

laundromat, which serves sandwiches, soup, beer, and has a big screen TV, as well as

pool tables. “You can do your laundry while enjoying a nice cold beer”. This

advertisement is scheduled for a year starting March 2015 and going through February

2016.

Duds & Subs hired my company Vandelay Industries to establish the store’s

image by portraying good food and fun hip atmosphere, which will attract more

customers. The desired audience are young professionals. While Duds & Suds are

employing media tactics, within them, the advertisements for sandwiches, soup, beer,

and a relaxing environment that caters to their patterns are still listen within the medias.

Duds & Suds have allocated $10,000. for the grand opening on March 2015.

The grand opening amount must be spent in March. Then from April 2015 -- February

2015 - $3,555. per month, which equates to $39,105. In total, I will have $49,105. to

work with, which includes the grand opening amount. I will get the $3,555. per month

and the remaining amounts may roll over towards the following months . In addition, I

am exempted from going over the monthly budget.

Moreover, mediums may change during subiacent months. The mediums may

change as much as possible depending on the results need. In addition, three reason

must be given for the purpose of each medium. The reasons may carry over for

following months, after given for the first month.

March -- Grand Opening

For the grand opening I will use television, direct mail, radio, magazines and

social media. I will have $10,000 at my disposal.

Television-- WDay+/WDay Primetime Lineup

Ugly Betty on Thursdays from 7-8 pm (1 time x 4 weeks) x -$250 = $1000 -

$10,000

=$9000.00

Wife Swap on Fridays from 7-8 pm (1 time x 4 weeks) x $150 = $600 - $9000

=$8,400

Fox-- Prime

America’s Most Wanted on Saturdays from 8-9 pm (1 time x 4 weeks) x $200 =

$800 - $8,400

=$7,600

Fox-- Sports

Championship Game $500 (1 time) x $500 = $500 - $7,600

=$7,100

Fox-- Sports

Dayton 500 $850 (1 time) x $850 - $7,100

=$6,250

Fox-- Prime

Wedding Bells on Fridays from 7-9 (1 time x 4 weeks) x $225 = $900 - $6,250

=$5,350

Fox-- Sports

Daytona Qualifying (1 time) x -$350 - $5,350

=$5,000

I chose television, because while my audience is enjoying their favorite sitcom I

can expose them to a particular message. I have an opportunity to coerce them into

purchasing a certain product. I chose these mediums, for the reason that people who

are 19-29 want to laugh and enjoy their time. I chose these programs at the times I did

because I wanted them to see my ad after the workday and at the end of a work/ school

week.

Next, I chose direct mail, because I wanted to reach those working adults. Most

working adults who rent an apartment, or possibly own a house near or around the

Sunmart Plaza in Moorhead.

Direct mail

Specials Delivery -- 22,500 homes at $1,518.75. for 1 mailing

= $1,518.75 + $100 + $525 (overrun rate) = $2143.75 - $5,000

=$2856.25

I chose this medium because I feel a person will, at least, look at the message

before throwing it away. The individual may even sit down and read your entire

advertisement in detail. Everyone receives mail in this country, a great medium to work

with.

I chose radio as my medium.

Radio

Mon. - Fri. 6A-10A Froggy $76 x 20 = $1520. + Mon. - Fri. 3P-8P $64 x 10 =

$640. = $1520 + $640 = $2160 - $2856.25

=$696.25

And Mon. - Fri. 6A-10A, FM 105.1 -- $38 x 20 = $380, and Mon. -- Fri. 3P-8P $31

x 8 = $248, $380 + $248 = $628. - $696.25

=$68.25

I chose radio, because people listen to it while commuting to and from work.

They may even listen to it while at work. I chose these certain stations because younger

people enjoy the music. I hear them playing when I’m in a communal setting in the F-M

area.

Social media

Facebook

Mon-Sun, NA post 31+ post = free

I chose social media is that it’s free to post new content/news. You can interact

with your clients. The 19-29 year old are using Facebook, unlike younger generations.

Duds & Suds is experimenting with Facebook. They will get updates when new deals

appear or reminders to visit Duds & Suds.

April

I have 3555. + $68.25 = $3623.25

For April, we have one special day and that’s 4/20. This day probably relates to

our target market. Our target market are 19-29 years olds who don’t own property and

who experiment with cannabis.

For this month television, radio, and social media will be used, Facebook.

Television-- W/Day

Extreme Makeover on Sunday from 7-8 (1 x 4) x $300 = -$1200 - $3623.25

$2,423.25.

The Apprentice on Saturday from 7-8 pm (1 x 4) x $150 = -$600 - $2423.25

$1823.25

24 on Monday from 8-9 pm (1 x 4/20) x $375 = -$375 - $1823.25

$1448.25



purchasing a certain product. I wanted to reach more of the women this month but also

the men. I chose 24 on Fox Prime because I know many of the guys will be watching it

on 4/20. That is the best way to hit my target is when they are stoned. The message will

become clearer. They’ll have vivid memories of the commercial

Radio

Mon- Fri, 6-10 am Froggy 5 x $76 = $380 - $1448.25 = $1068.25

Mon-Fri, 3-8 pm !05.1 20 x $31 = $620 - $1068.25 = $448.25




area.

Social media

Facebook




Duds & Suds is still experimenting with Facebook. They will get updates when new

deals appear or reminders to visit Duds & Suds.

May

I have $3555 + $448.25 = $4003.25

Starting for the month of May Duds & Suds will try and increase media presence.

In the summer months, people tend to be outside, sweating and getting dirty. Individuals

who don't have a washer and dryer need to have clean clothes. The media tactics

which will be used are radio and social media.

Radio

Mon-Fri, 6-10 am Froggy 10 x $76 = $760 - $4003.25

$3243.25

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $3243.25

$2623.25

Mon-Fri, 6-10 am 107 Fox, $22 + 10-3 pm $21+ 3-8 pm $16 = $59 x 20 = $1180 -

$2623.25

$1443.25

Saturday, 10-3 pm Froggy, $38 (4) = $152 - $1443.25

$1291.25

Saturday, 10-3 pm FM 105.1, $25 (4) = $100 + 3-8 pm $12 (4) = $48 = $148 -

$1291.25

$1143.25

Sunday, 6-10 am Froggy, $13 (4) = $52 + 10-3 pm = $20 (4) = $80 + $52 = $132

- $1143.25

$1011.25

Sunday, 6-10 am FM 105.1, $6 (4) = $24 + 10-3 pm $12 x (4) = $48 = $72

- $1011.25

$939.25




area. I chose these time periods to hit my market well. I feel radio will be used a lot in

the warmer months. The medias will be scattered. I hit everyday of the week in order to

have my message heard.

Social Media

Facebook




They will get updates when new deals appear or reminders to visit Duds & Suds.

June

I have $3555 + $939.25 = $4494.24 for the month of June.

I feel with the summer months, my audience will be outside and are likely to get

more dirty. For this month, I will use radio, direct mail, and social media, Facebook.

Radio


$4418.24

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $4418.24

$3798.24

Mon-Fri, 6-10 am 107 Fox $22, + 10-3 pm $21,+ 3-8 pm + $16 = $59 x 20 =

$1180 - $3798.24

$2618.24


$2466.24

Saturday, 10-3 pm FM 105.1, $25 (4) = $100 + 3-8 pm $12 (4) = $48 - $2466.24

$2418.24

Sunday, 6-10 am Froggy, $13 (4) = $52 + 10-3 pm = $20 (4) = $80 - $2418.24

$2338.24

Sunday, 6-10 am FM 105.1, $6 (4) = $24 + 10-3 pm $12 x (4) = $48 - $2338.24

$2290.24





the warmer months. The medias will be scattered. I hit everyday of the week in order to

have my message heard.

Direct mail

I have $2290.24 left.

Specials Delivery -- 22,500 homes at $1,518.75. for 1 mailing

= $1,518.75 + $100 + $525 (overrun rate) = $2143.75 - $2,290.24

=$146.49




with.

Social media

Facebook





July

I have $3555 + $146.49 = $3701.49 to work with. People are going to be

spending time outside with the radio, and everyone gets direct mail and they're on their

Facebook accounts.

Radio


$2941.49

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2941.29

$2321.49


$2169.49

Saturday, 10-3 pm FM 105.1, $25 (4) = $100 + 3-8 pm $12 (4) = $48 - 2169.94

$2120.49


$2040.49

Sunday, 6-10 am FM 105.1, $6 (4) = $24 + 10-3 pm $12 x (4) = $48 - $2040.49

$1992.49


They may even listen to it while at work.They’ll listen to a commercial, in order to hear

the rest of their music. I chose these certain stations because younger people enjoy the

music. I hear them playing when I’m in a communal setting in the F-M area. I chose

these time periods to hit my market well. I feel radio will be used a lot in the warmer

months. The medias will be scattered. I hit everyday of the week in order to have my

message heard.

Direct mail

$1192.49 to work with.

Specials Delivery -- 10,000 homes at $705 for 1 mailing

= $705 + $100 + $200 (overrun rate) = $1005 - $1192.49

=$187.49




with.

Social media

Facebook





August

For August, I have $3555 and $187.49, which equals $3742.49 to spend. I will

spend the money on radio, television, and social media, Facebook. I am anticipating the

college age students on returning later in the month.

Radio


$2982.49

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2982.49

$2362.49


$2210.49

Saturday, 10-3 pm FM 105.1, $25 (4) = $100 + 3-8 pm $12 (4) = $48 - 2210.49

$2162.49


$2082.49

Sunday, 6-10 am FM 105.1, $6 (4) = $24 + 10-3 pm $12 x (4) = $48 - $2082.49

$2034.49


They may even listen to it while at work.They’ll listen to a commercial, in order to hear

the rest of their music. I chose these certain stations because younger people enjoy the

music. I hear them playing when I’m in a communal setting in the F-M area. I chose

these time periods to hit my market well. I feel radio will be used a lot in the warmer

months. The medias will be scattered. I hit everyday of the week in order to have my

message heard.

Television

$2030.49

WDAY Friday, Wife Swap, 7-8, $150 (2) = $300, $300 - $2030.49 = $1734.49

Fox Prime, Friday, Bones, 7-8, $200 (2) = $400, $400 - $1734.49 = $1334.49

Fox Prime, Friday, Wedding Bells, 8-9, $225 (2) = $450, $450 - $1334.49 =

$934.49

Fox Prime, Saturday, Cops, 7-8, $200 (2) = $400, $400 - 934.49 = $534.49

Fox Prime, Saturday, AMW, 8-9, $200 (2) = $400, $400 - $534.49 = $134.49

KVLY11, Saturday, Trading Spaces, 10-11, $30 (2) = $60, $60 - $134.49 =

$74.49

$74.49



purchasing a certain product. I wanted to reach more of the women this month but also

the men. I chose cops and AMW on Fox Prime because I know many of the guys will be

watching it. I chose Trading Spaces and Wedding Bells because I know those shows

will appeal to women.

Social media

Facebook




They will get updates when new deals appear or reminders to visit Duds & Suds. I

increased the posts to twice a day, in order to remind my audience of Duds & Suds and

all the amenities that are available.

September

$74.49

In regards to September, I will have $3555 and $74.49 to work with. In total, I

have $3629.49, in addition, my mediums are radio, direct mail, and social media,

Facebook. I want to step away from tv. I feel that television, especially, at the beginning

of the semester may not be effective.

Radio


$2869.49

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2869.49

$2249.49


$1180 - $2249.49

$1069.49





the warmer months. The medias will be scattered. I wanted to hit the weekday, because

that’s when people are either going to or in the office with the radio on. Moreover,

students maybe in between classes or on break enjoying the popular popish or rock

music.

Direct mail


= $705 + $100 + $200 (overrun rate) = $1005 - $1069.49

=$64.49




with.

Social media

Facebook



with your clients. The 19-29 year old are using Facebook, unlike younger generations..

They will get updates when new deals appear or reminders to visit Duds & Suds. I

increased the posts to twice a day, in order to continue to remind my audience of Duds

& Suds and all the amenities that are available.

October

$64.49

For October, the only big event is Halloween on the 31st. For this month, I will

employ television, radio, and social media. I have $3555. + $64.49 = $3619.49

Television

$3619.49

For Fridays, on WDAY Prime Time, Wife Swap 7-9 pm $150 (4) = $600, + Super

Nanny 8-9 pm $150 (4) = $600, + 20/20 9-10 pm $150 (4) = $600, $600 + $600 +

$600 = $1800, $1800 - $3649 = $1849

$1849



purchasing a certain product. Knowing that most younger working/college age people

have more time to watch television on the weekends. I wanted to appeal to what they’d

be interested in.

Radio

Mon-Fri, 6-10 am Froggy 10 x $76 = $760 - $1849 =

$1089

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $1089 =

$469





the warmer months. The medias will be scattered. I wanted to hit the weekday, because

that’s when people are either going to or in the office with the radio on. Moreover,

students maybe in between classes or on break enjoying the popular popish or rock

music.

Television again

Fox Saturday, 5-7 pm Alias $100 (4) = $400 - $469

$69

Social media

Facebook





I increased the posts to twice a day, in order to continue to remind my audience

of Duds & Suds and all the amenities that are available. On the 31st, I want to make a

posting every hour explaining the tricks and treats that are happening.

November

$69

For the month of November, the big event is Thanksgiving. For this month, Duds

& Suds will be using radio, direct mail, and social media, Facebook. The amount I will

have to work with will be $3555 + $69. = $3624.

Radio

Mon-Fri, 6-10 am Froggy 10 x $76 = $760 - $3624

$2864

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2864

$2244


$1180 - $2244

$1064





the warmer months.

The medias will be scattered. I wanted to hit the weekday, because that’s when

people are either going to or in the office with the radio on. Moreover, students maybe in

between classes or on break enjoying the popular popish or rock music. I wanted the

Thanksgiving party to be advertised and reminders about it via radio.

Direct mail


= $705 + $100 + $200 (overrun rate) = $1005 - $1069

=$64




with. I attend on reaching more people via direct mail, especially for the Thanksgiving

party.

Social media

Facebook


I chose social media because it’s free to post new content/news. You can interact




of Duds & Suds and all the amenities that are available. I wanted to make a posting, at

least, twice a day advertising the Thanksgiving party.

December

3555 + $64 = $3619

For the month of December, I plan on using television, radio, and social media.

The month will be cold, so I want to implement mediums that won’t require much

movement. These mediums will continue my audience, especially, as a result of being

kept inside.

Television

Friday, WDAY 7-8 pm Wife Swap (4) $150 = $600, $600 - $3619

$3019

Friday, WDAY 8-9 pm Super Nanny (4) $150 = $600, $600 - $3019

$2419

I chose television, because while my audience is enjoying their favorite sitcom

during the colder months. I can expose them to a particular message. I have an

opportunity to coerce them into purchasing a certain product. Knowing that most

younger working/college age people have more time to watch television on the

weekends. I wanted to appeal to what they’d be interested in and I feel that is reality tv.

Radio


$1659

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $1659

$1039


$1003 - $1039

$36





the colder months.


people are either going to or in the office or are in their dorm rooms they will hear the

message. Moreover, students maybe in between classes or on break enjoying the

popular popish or rock music and they hear my ad. I wanted the holiday season parties

to be advertised and reminders about it via radio.

Social media

Facebook






of Duds & Suds and all the amenities that are available. I wanted to make a posting, at

least, twice a day advertising the holiday season.

January-- 2016

$3555 + $36 = $3591

The start of a new year, and Duds & Suds wants have a little fun. Again, the

weather is cold, so Duds & Suds plans to advertise via mediums that won't require

people to leave their homes. Those mediums are radio, direct mail, and social media,

Facebook and twitter.

Radeo


$2831

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2831

$2211


$1180 - $2211

$1031

I chose radio, because people listen to it while commuting to and/or from work.


people enjoy the music. I hear it playing when I’m in a communal setting in the F-M


the colder months.


people are either in their office or dorm room. Moreover, students maybe in between

classes or on break enjoying the popular popish or rock music and then they hear my

message. I wanted to bring in the new years with a little party. I felt like many people

may have radio tuned in the background while doing their work.

Direct mail


= $705 + $100 + $200 (overrun rate) = $1005 - $1031

=$26




with. I attend on reaching more people via direct mail, especially after New Years. They

will see a bright colored advertisement and will want to read more.

Social media

Facebook and twitter

FB Mon-Sun, NA post 62+ post = free

Twitter Mon-Sun, posts 128+ tweets = free



Duds & Suds are experimenting with twitter. They will get updates when new deals

appear or reminders to visit Duds & Suds. The audience will get multiple tweets and

posts per day. They will see advertisement for the party and for great deals.

February

$26 + $3555 = $3581

For the February month, I plan on have a valentines “Love Wash”, it’s another term for

party. The elements I am going to use are radio, tv, and social media, Facebook and

twitter.

Radio


$2821

Mon-Fri, 3-8 pm FM 105.1, 20 x $31 = $620 - $2821

$2201


$1003 - $2201

$1198

I chose radio, because people listen to it while commuting to and/or from work.


people enjoy the music. I hear it playing when I’m in a communal setting in the F-M


the colder months.


people are either in their office or dorm room. Moreover, students maybe in between

classes or on break enjoying the popular popish or rock music and then they hear my

message. I felt like many people may have radio tuned in the background while doing

their work. People could tune into their music and during breaks could hear my ad about

Duds & Suds Valentines party. My message would come on multiple times during four

hour slot.

Television

WDAY Friday, Wife Swap, 7-8, $150 (2) = $300, $300 - $1198 = $898

Fox Prime, Saturday, Cops, 7-8, $200 (2) = $400, $400 - $898 = $498

Fox Prime, Saturday, AMW, 8-9, $200 (2) = $400, $400 - $498 = $98

KVLY11, Saturday, Trading Spaces, 10-11, $30 (3) = $90, $90 - $98 = $8



purchasing a certain product. I wanted to reach men and especially women this month. I

chose cops and AMW on Fox Prime because I know many of the guys will be watching

it. I chose Trading Spaces and Wife Swap because I know those shows will appeal to

women.

Social media

Facebook and twitter

FB Mon-Sun, NA post 58+ post = free

Twitter Mon-Sun, posts 116+ tweets = free



Duds & Suds are experimenting with twitter. They will get updates when new deals

appear or reminders to visit Duds & Suds. The audience will get multiple tweets and

posts per day. They will see advertisement for the Valentines’ party and for great deals.

After everything's said and done, I have $8 dollars as the remainder for my

campaign. I may go and buy a sandwich for all my hard work.

MarketingPlanningMidtermProject-4

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