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Media Plan and Evaluation

Media Plan and Evaluation

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Published by Nicole Lawrence

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Published by: Nicole Lawrence on Apr 24, 2011
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06/09/2013

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Media Plan & Budget
Gross Sales
from 2010: $1,835,922,000
Total Advertising Budget
(4% of gross sales): $74,000,000
Budget Breakdown:
Spot TV
– 50% $37 million
Spot Radio
– 10% $7.4 million
Outdoor
– 5% $3.7 million
Web-
25% $18.5 million
Mobile-
10% $7.4 million
Types of Media:
Spot TV
40% of media budget= about $37 million
Scheduling Method: Flighting
Time span: 9 months, April-December 
Geographic Scope: 4 DMAs within the 2 states that have the most Chipotlelocations (over 100)
CityStateDMA# of Chipotlesin StateCostperpointPoints/week Cost/week Total cost/month
LACA2142$1,937300$581,100 $2,498,730SanFranciscoCA6142$1,051300$315,300 $1,355,790ClevelandOH18111$224200$44,800 $192,640ColumbusOH34111$156200$31,200 $134,160
1000$336,800$4,181,320
Spot Radio (30 sec)
10% of media budget= $7.4 million
Scheduling method: Flighting
 Time span: 9 months, April – December
Geographic Scope: 6 DMAs within 4 states with the most Chipotlelocations (excluding CA due to cost)
CityStateDMA# oChipotlesCostperPointsperCost perweek Cost permonth
 
in Statepointwee
ClevelandOH18111$25010025,000$107,500ColumbusOH34111$20010020,000$86,000DallasTX586$27510027,500$118,250HoustonTX1086$25010025,000$107,500DenverCO1670$25010025,000$107,500ChicagoIL370$60010060,000$258,000
600$182,500$784,750
 
Outdoor
5% of media budget= $3.7 million
Scheduling method= Continuous
 Time span- 12 months
Geographic Scope: 8 DMAs within 5 states with most Chipotlelocations
CityStateDMA# oChipotlesin StateCost perboard/month# of boardsCost permonth
LACA2142$3,000 40$120,000SanFranciscoCA6142$800 40$32,000ClevelandOH18111$500 40$20,000ColumbusOH34111$300 40$12,000DallasTX586$800 40$32,000HoustonTX1086$500 40$20,000DenverCO1670$500 40$20,000ChicagoIL370$1,000 40$40,000
320$296,000
Web
25% of media budget= $18.5 million
Scheduling method= Continuous
Time span= 12 months
Geographic Scope: Nationwide
Pay-per-click ads:
$.01 per click, $9.25 million = 9,250,000,000 clicks over 12months
o
About 770,833,333 clicks per month
o
Search engine websites, social networking websites, food websites, other  popular websites
Banner ads:
$9.25 million
 
o
About $3,000 a month (for 100,000 impressions) perwebsite
o
For 3,000,000 impressions a month it is $90,000 a month
o
$1,080,000 a year (36 million impressions) per website
o
Can advertise on almost 9 websites (324 millionimpressions a year)
o
What sites?
Search engine websites like Yahoo! and Google
Social networking websites like Facebook and Twitter 
Food websites like The Food Network and Healthy Dining Finder 
 News websites like MSN and CNN
Other popular websites like Amazon.com and Youtube.com
Mobile
10% of media budget= $7.4 million
Scheduling Method: Continuous
 Time span: 12 months with more emphasis on months withspecial promotions (May, October- Halloween promo, December-holiday season and gifts)
 Text messages cost $0.50 per text so we budgeted to send out14.8 million promotional text messages throughout the year,about 1 million a month from Jan-April, June-Sept, and November,and about 1.9 million a month in May, October, and December.
Rationale for media choices:
In our advertising campaign for Chipotle, we chose to use spot television, spotradio, outdoor, print, and web.
 
Due to the fact that Chipotle is not located in all states, wehave determined which states have Chipotle locations and how many are in each state,and we placed emphasis on those with the highest number of Chipotles. We also lookedat the DMA in different markets, and some markets were too expensive to advertise inlike NY.Through the use of spot television, spot radio, and outdoor, we can concentrate onthe specific markets, which have the most Chipotle locations and the highest DMAs.For spot television and radio, we chose to advertise between the months of April andDecember. During the spring, summer, and beginning of fall, we will have promotions atthe farms where Chipotle products are grown, so we would want to make people aware of the brand during these time periods, and television is one the most effective media for that purpose. Also, in the months before summer and in early summer, Chipotle locationswill be holding events about better eating, so television advertisements would also helpthis promotion. In the fall, we will focus on our promotion for Halloween where peoplewill dress as a processed food and can purchase a burrito, bowl, salad, or tacos for $2. Wewant to emphasize this through television as well. During the holiday season, we will beemphasizing our gift card promotion.Outdoor will be used all year long for awareness and consistency. We do not want

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