Click here to view the Planning for Out - Bad Request
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and awareness, brand switch, product benefits)?<br />
• What is <strong>the</strong> target market?<br />
• Is it a national, regional, or local campaign?<br />
Competition<br />
• What o<strong>the</strong>r competing brands are running in<br />
<strong>the</strong> same market(s)?<br />
• Which media are being used by <strong>the</strong> competition?<br />
• What is <strong>the</strong> position of <strong>the</strong> competition in<br />
each market?<br />
• What is <strong>the</strong> media weight being used by<br />
competi<strong>to</strong>rs?<br />
• What are <strong>the</strong> specific product benefits being<br />
promoted in <strong>the</strong> competi<strong>to</strong>rs’ media strategy?<br />
Creative<br />
• Is it new creative?<br />
• Is it an offshoot of creative <strong>for</strong> o<strong>the</strong>r media?<br />
• How long since <strong>the</strong> last creative ran?<br />
• How similar or dissimilar is a new campaign<br />
<strong>to</strong> previous creative executions?<br />
• What does <strong>the</strong> creative look like?<br />
• What is <strong>the</strong> main message point?<br />
• Is t<strong>here</strong> a <strong>the</strong>me or tagline?<br />
• Is it easy <strong>to</strong> understand or is it complex?<br />
• Are t<strong>here</strong> different executions or are <strong>the</strong>y all<br />
<strong>the</strong> same?<br />
• Is <strong>the</strong> campaign single-minded and focused?<br />
• Are t<strong>here</strong> less than three communication elements<br />
in each execution?<br />
• Is text copy legible?<br />
Media<br />
• When is <strong>the</strong> program going <strong>to</strong> start?<br />
• What out of home <strong>for</strong>mats are being used?<br />
• What is <strong>the</strong> planned length of <strong>the</strong> program?<br />
• What types of flights are planned, or is <strong>the</strong><br />
campaign continuous?<br />
• What types of weight levels are allocated <strong>to</strong><br />
each medium?<br />
• What is <strong>the</strong> budget <strong>for</strong> each medium?<br />
• What is <strong>the</strong> budget <strong>for</strong> <strong>the</strong> whole campaign?<br />
• Is spot media <strong>to</strong> be used in select markets,<br />
and if so, which markets?<br />
• What type of out of home campaign is<br />
planned (e.g. GRP level, number of weeks)?<br />
Promotion<br />
• What merchandising support is planned?<br />
• Are t<strong>here</strong> coupon or FSI opportunities?<br />
• Are t<strong>here</strong> in-s<strong>to</strong>re promotions?<br />
• Is t<strong>here</strong> trade activity?<br />
• Are t<strong>here</strong> sampling opportunities?<br />
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