REVISION MKT301

Advertisement -> 80% (Section B)

PR
Sales Promotion Section A & C
Direct mkt 20%
Interactive media

Media Plan
PR Plan
DM Plan
Sales Promotion Plan

Media Plan/ Advertising Plan

1. Introduction -> issue (1 mark) – 2 sentences Segmenting - 2
2. Target Audience (choose 1) (4 marks) STP Targeting - 1
Positioning - 1
VALs -> 2/3

Innovator

Fullfilled Achiever Experiencer

=> High-income (upper (Có gia (Độc thân,
level of đình) thích trải
achiever) nghiệm)

Believer Strivers Maker

Ex : Những (Teenagers, (Thích tiết
=> Low-income tours dành want to kiệm, tự
cho người become làm tự ăn)
có đạo success)

Strugles
(Nghèo
khổ)

3. Objective(s) : one sentence (why, for what) (1 mark) : mục tiêu

4. Appeal (emotion) & Execution (how to show) (2 marks)

For example : Concept funny or supprise (appeal) and how to show this emotion in the
advertisement (execution).
 5. Media (12 marks)
Print : + newspaper
+ Magazine
Broadcast : + TV
+ Radio
Outdoor : + billboard Any (3) -> why (detail)
+ flyer (tờ rơi)
+ transit -> bus (example) ->why
Interactive : + social
+
For example : choose print and outdoor -> choose newspaper of print and transit and
billboard of outdoor.

Question 1 : Highland Coffee is introducing a new flavored coffee in Jan 2020. Design the
Media Plan for 2020 to increase awareness of the product. (20 marks)
1. Introduction :
- What is the new flavor?

PR Plan
1. Intoduction (1 mark)
2. Target Audience (4 marks)
3. Obj (1 mark)
4. Plan -> 4 activities (14 marks)

Question 2 : Highland Coffee is introducing a new flavored coffee in Jan 2020. Design the PR
Plan for 2020 to increase awareness of the product. (20 marks)

Sales Promotion Plan

1. Introduction
2. Target audience
3. Objective
4. Plan -> 4 activities -> what? <- how
-> when
->where
->(who)

Question 3: design the sales promotion plan for Tiger beer for 2020