Marketing Strategy Development
The Copernican
Approach to Media Selection:
|
|||||||||||||||||||||||||||||||||
|
INPUT
|
|
|
Brand:
|
Zippy
Cola
|
|
Market
Target:
|
Energy
Seekers
|
|
Positioning
Strategy:
|
Stimulating
Energy
|
|
Media
Budget:
|
$12
million
|
|
Time
Frame:
|
6
months
|
|
OUTPUT:
Media Recommendation
|
|
|
Media
Type
|
%
Budget
|
|
Network
Daytime Television
|
38%
|
|
Spot
(10 markets) Prime Time TV
|
24%
|
|
Home
and Shelter Magazines
|
16%
|
|
Drive
Time Radio
|
10%
|
|
Late
Night Weekend Television
|
7%
|
|
Billboards
|
5%
|
|
Forecasted
ROI
|
12%-14%
|
|
Improvement
over Previous Year
|
+28%
|
The Copernican Media Optimizer™ is one of the many Copernican intellectual properties that differentiate our work.