Yellow Team: Lynda Houng, Christine Leung, Jay Sosa, Zi Qiu, Guiherme Nogueira, Danisa Valdez Media Plan PHASE B
Yellow Team: Lynda Houng, Christine Leung, Jay Sosa, Zi Qiu,
Guiherme Nogueira, Danisa Valdez
Media Plan PHASE B
AGENDAAdvertising ObjectivesTarget AudienceMedia HabitsMedia ObjectivesMedia Strategies & TacticsMedia Platform & VehiclesBudget Flow Chart
ADVERTISING OBJECTIVES
TARGET AUDIENCE
SEGMENTATION MARKETBroad Market is Hard to Reach & Outdated
Niche Market is Necessary in Order to Succeed
Hispanic Millennials – 1st & 2nd Generation Born in the US
Both Male & Female
Socially & Physically Active
Medium Class
Connected & Goal Driven
I AM AMBITIOUS I set goals for myself and I go for it. I know what I want in life and I fight hard to get it, I work hard but I know I will achieve all of it sooner than later.
I AM ALWAYS CONNECTED I love to stay in touch with my friends, I need to be connected all the time so I don’t miss a thing! I like to know what’s going on in the world as the day goes by. I check the news and my social media accounts multiple times a day.
I LIKE TO HAVE FUNI am serious and hard working but I also love my leisure time. I like to be with my friends, take nice vacation trips and enjoy all that I get from being ambitious. I enjoy small pleasures throughout the day and those make me a happier person.
I VALUE MY FAMILYEven though I work hard for independence I love my family more than anything. I respect our past and traditions. I want to make them proud.
MEDIA HABITS
Network & Cable: ESPN, Fox Deportes, Ellen, Modern Family, Flash, Shark Tank
Traditional & Online Print: NYT, WSJ, Cosmopolitan, Vanidades, Sports Illustrated, CNN, Rolling Stone, US Weekly, People en Espanol
Internet & Mobile: Facebook, Instagram, Youtube, Pinterest, BuzzFeed, Hulu, SnapChat, Netflix
Be present in all different vehicles as people spend more and more time
connected.
Radio: 97.1 Hot, 102.7 Fresh, 97.9 La Mega, 93.1 Amor, Z100
Out of Home: Billboards, Bus Stops, Subway Stations, Taxis
MEDIA HABITS
Digital31%
TV28%
Radio6%
Print16%
OOH19%
Ultimately Surrounding &
Influencing Our Target:
MEDIA OBJECTIVES
MEDIA STRATEGIES & TACTICS
Network TV39%
Cable TV31%
Magazines9%
Span Lang Net TV9%
OOH7%
US Internet - Display 3%
Network Radio1%Spot TV
0%
Coca-Cola CoMedia Spend By Category
MEDIA STRATEGIES & TACTICS
Giveaway SweepstakeSocial Media: Instagram
Picture/video of yourself on
Instagram with Dr. Pepper
Winners of the sweepstakes
gets a prize (monthly)
Hashtag (#oneofakind) to
monitor the sweepstakes #OneOfaKind
MEDIA STRATEGIES & TACTICS
Sponsorship: NBA Playoffs
Athlete endorsements
(LeBron James, Jeremy
Lin, Marc Gasol)
Free Dr. Pepper refills
Dr. Pepper Dunk of the
Night (weekly)
Sponsoring free merchandise
(T-shirts, hats, bottle openers,
etc.)
MEDIA STRATEGIES & TACTICSSponsorship: Electric Dance Music Festivals
MEDIA PLATFORMS & VEHICLES
MEDIA PLATFORMS & VEHICLES
BUDGETDigital/ Social/ Mobile $95 Million
Events/ Sponsors $130 MillionTV $120 MillionGuerilla $30 MillionOOH $16 MillionPrint $8.5 MillionRadio $500,000Total $400 Million
MEDIA BUDGET SAMPLE
Digital/ Social/ Mobile24%
Events/ Sponsors32%
TV30%
Guerilla8%
OOH4%
Print2%
Digital/ Social/ MobileEvents/ SponsorsTVGuerillaOOHPrintRadio
MEDIA FLOWCHARTJAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC TOTAL
Network TV $120,000,000ABC/FOX News $36,000
ABC: Modern Family $30,000
ESPN $42,000
CBS: Big Bang Theory $18,000
FOX: Animation Domination
$6,000
Digital $95,000,000Internet -Display $23,750,000
Internet -Search $19,000,000
Mobile $42,750,000
Social Media $9,500,000
Trad
ition
alNo
n-Tr
aditi
onal
OOH/MAGS FLOWCHARTJAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC TOTAL
OOH $16,000,000
Billboard's $1,600,000
Stadiums $1,600,000
Arenas $2,400,000
Subway $5,600,000
Bus Stops $4,800,000
Event Marketing $130,000,000
Guerilla Marketing $30,000,000
Magazines $7,500,000
Cosmopolitan $2,250,000
Sports Illustrated $2,250,000
CNN $750,000
Rolling Stone $750,000
US Weekly $1,500,000
THANK YOU!