STC 388, Media Planning, Spring 2021
STC 388, Media Planning, Spring 2021
Expanded Plan Requirements
Sketchers management has asked you to begin the new media planning fiscal year in
July by repeating the June schedule, but with the addition of Social Media and TV
components. That is, focusing only on July for now, the first month of the new fiscal
year, management wants the June media plan repeated in July, but expanded with
Social Media and TV.
The goal of the July plan is to have three media components, each with the reach of the
Magazine component of approximately 22.8%, but no higher than 25% each. Additional
social media should be added to bring the Programmatic component up to the reach of
Magazines. This new hybrid component should be re-labeled Digital because it now
encompasses both programmatic and social media. Likewise, additional network TV
Dayparts should be added to equal or exceed the reach of Magazines, but not greater
than 25%.
Sketchers uses six popular social media, but for this plan management wants to focus
on Instagram, Pinterest, and YouTube. Similarly, Sketchers uses 10 network TV
dayparts, but for this project management wants your input as to the most efficient and
effective dayparts at achieving their goals.
DETAILED ASSIGNMENT
