Introduction
Introduction
Introduction
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Media Buying: Cowboy Candy - Case History 1997<br />
• Agency received client’s brief on Sept 1 97 with request of TV<br />
coverage in secondary and tertiary markets in North China for Q4 97.<br />
• Market selection and campaign planning & buying completed on Sept<br />
23 97. Start of campaign Oct 1 97<br />
• Total Budget: 770,000. Total Markets: 13 TV Stations<br />
• Liaoning: Fuxin, Jinzhou, Anshan, Shenyang, Dandong<br />
Jilin: Changchun, Baicheng, Siping, Yanji.<br />
Heilongjiang: Harbin, Qiqihar, Daqing, Mudanjiang<br />
• Single sheet scheduling & monitoring provided<br />
• Spot execution rate: 96% as planned. Missed spots were compensated<br />
in twofold.
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