About $3,000 a month (for 100,000 impressions) perwebsite
For 3,000,000 impressions a month it is $90,000 a month
$1,080,000 a year (36 million impressions) per website
Can advertise on almost 9 websites (324 millionimpressions a year)
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
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