Introduction to Advertising

Media Plan for

Leesa Mattresses
Due: Monday, April 12
(Upload to Canvas by 10:58 a.m.
No feedback on papers turned in late.)

Project Contents:

1. Media Plan Assignment Information (pp. 1-2)

2. Media Plan Assignment Outline (pp. 3-5)
3. Sample Spreadsheets (pp. 6-8)
4. Bibliography Quick Sheet (p. 9)

RESOURCES:

You'll need resources posted in our Canvas site for this class.

ASSIGNMENT SUMMARY:
Your goal is to buy ads that reach your target audience and only your target audience,
and deliver that message at the right Time, Place and Circumstance (TCP).

Don’t buy ads that will be seen by people not in your target – that’s wasting money.

Upload for your portfolio!

This isn’t a header, but an option for you to earn 2 extra points on this assignment. If you upload your
paper to a publicly accessible account, put the URL of your media plan assignment end of your paper
– embed the link to the page.

Use SlideShare.net or Google Docs or some other doc-management source.

Make sure it’s publicly viewable!
Media Plan Assignment Information

Schedule:

Monday, March 15: Media Plan Assignment handed out. Your first assignment already has been completed, and
you have a good understanding of the product and your target audience.

Monday, March 15 – Friday, April 9: We will review all aspects of completing your media plan, including how to find
and figure rates and CPMs, how to find media options, how to build your spreadsheets and report. If you miss a
class, you will miss content that will help you complete this assignment.

Monday, March 15 – Friday, March 19: Assignment explained. Benefits of each media type explained.

Monday, March 22 – Friday, March 26: How to buy Spotify and terrestrial radio.

Monday, March 29 – Friday, April 2: How to by TV; Overview spreadsheet.

Monday, April 5 – Wednesday, April 7: How to buy Google ads.

Friday, April 9: Last chance to ask questions.

Bring your laptops beginning
Monday, April 12: Media Plans due. Monday, March 22

Assignment:

Step 1: Know the Client & Product You’ll make necessary changes to that paper and
Step 2: Know the Target include all of it in this paper.

Step 3: Choose the appropriate media to reach your target. The new part!

This new portion of the media plan will be in the form of both a report and spreadsheets. You are acting as a
media buyer at an advertising agency, which means you decide where ads appear, and you determine the
costs of the ads. Your report explains each of your media placement choices and how you came to your
conclusions regarding those choices. The spreadsheets detail specific media choices, their costs, their CPM
and other pertinent information.

Your client expects you to spend its money wisely for this advertising campaign; therefore, they have not given
you an exact budget. Instead, they expect the media placements to cost somewhere between $100,000 and
$110,000. It is up to you to decide the most effective media placements to maximize their message impact to
the target audience.

You must run these minimum number of media choices and ad choices:
o 3 Spotify streaming moments:
▪ Such as: Working, Chilling, Chores, Gaming, Workout, Partying or Driving
▪ Or “Real-time context” or “Interest”
o 2 TV shows
o At least 15 Google keywords / keyphrases for search results page ads.

Your campaign should run for 3 consecutive months – Use June, July and August, or choose your own.

This media plan does not include any creative elements – you are preparing the media plan only.

p. 2
 This is your exact paper template -- Use the
Media Plan Assignment Outline same categories below to organize your paper.

Leesa Mattresses for Millennials in Kansas City & Los Angeles

Introduction

Target’s Psychographic Summary Start with bullet list; it’s the same as your first paper, with
Target’s Demographic Summary
any necessary improvements.
Target’s Geographic Location

Write a paragraph that explains this media plan. Include the highlights of
your overall media plan, covering the basic, important elements of the camping New!
industry, your client’s offerings and your media recommendations.

[Embed Overview chart.] After your introduction, embed your Overview chart. New!

Target Audience: Millennials in Kansas City & Los Angeles

• Psychographic Elements of Millennials

• Demographic Elements of Millennials This is your first
• Geographic Target: Kansas City & Los Angeles paper –
You’ll make any
Mattress Industry & Leesa Company Profile necessary
• Mattress Industry changes from
• Company Overview and History your first paper
• Products before you
• Price submit your final
• Place media plan.
Why Millennials are the Perfect Target for Leesa

Media Plan Recommendations The new part!

Spotify Recommendations

Spotify is all on the next page!

p. 3
Media Plan Recommendations

Spotify Recommendations

Spotify variables that do not change:

o Format & Platforms:
Explain why these decisions make sense.
o Target locations:
Just your campaign DMAs.
o Age:
This needs to match what you determined in your research.
o Gender:
This needs to match what you determined in your research.
o Schedule start/end dates:
Explain your decision.

Spotify Moment Name: Put Moment Name here, such as “Chores”.

It’s okay if you choose a “Real-time context” or “Interest”,
either way, that’s what this section is covering!
▪ Rationale:
Explain why this Moment makes sense. Include media type benefits and how Millennials use Spotify.
▪ Time of day: [Put your choice here.]
Explain what time range you chose.
▪ Budget: [Put your choice here.]
Explain your decision. (Spotify ad interface limit is $25,000.)
▪ Additional Targeting: [Put your choice here.]
Explain which option you chose, and why you chose it; include any changes you made.
• Budget delivery likelihood: [Put your findings here.]
This must be somewhere in the green “High” area. If not, you have to make adjustments.
• Cost per impression (or ad served): [Put your findings here.]
• Estimated impressions (or ads served): [Put your findings here.]
Explain what this means.
• Estimated reach: [Put your findings here.]
Explain what this means.
• Estimated lifetime frequency:
Explain what this means.
• CPM:
Explain what this number means.
• Screenshot: Show a screenshot here of the budget details
shown here. Make it big enough to be legible.

Spotify Moment Name: Repeat above structure for all 3 Moments

[Embed Spotify spreadsheet after this section.]

(Continued…)

p. 4
 TV Recommendations

TV Show Name Here (For both of your TV choices, explain the following.)
• Reason:
Explain why you chose this specific TV show.
• Cost per ad:
Explain what your cost per ad will be in both DMAs and how you calculated it.
• CPM:
Explain what the CPM is for both DMAs, analyzing the differences.

TV Show Name No. 2 (Repeat the bullets above for both TV shows.)

[Embed TV spreadsheet at the end of this section.]

Google Keyword Recommendations

• Keyword List:
o Put entire list here, in list form, not paragraph form.
o Ensure each phrase is distinctly different.
• Rationale:
Explain why you chose these keywords – Use research provided that indicates how
people buy mattresses. You can explain each keyphrase or group “like” keyphrases
together to explain.
• CPC Logic:
Explain how you chose your cost per click from the ranges provided.
• Keyphrase Cost Range:
Explain the most expensive keyword and the least expensive keyword – clearly indicating
the costs of each; then explain and why you think the expensive keyword is so expensive,
compared with the others. Did you buy more of either the most expensive? Least
expensive? Explain.

[Embed Google Ads screenshot showing some of your keywords in the interface.]
[Embed Google spreadsheet at the end of this section.]

Strategy Thoughts

• Budget & Media

Describe your opinion on the value and effectiveness of the ads you’ve recommended. In other
words, are the ads you’re recommending your client purchase “worth it” and will they deliver a
message at the right Time, Place and Circumstance? Explain your thoughts. Explain which
media type you believe is best at delivering a message at the right TPC?

• CPM Analysis
Describe what CPM means and how it’s used to evaluate each media recommendation. Compare
CPMs across each media type. Which media type and/or media vehicle offers the best value for
your client? (Remember, you’re buying people, not ads!) Explain your thoughts.

Upload your report and spreadsheets to an online, publicly viewable location for 2 points extra credit.
Then use this in your online portfolio!

Common options: Scribd.com, Google Docs, any portfolio site embed.

p. 5
Media Plan for Leesa
Prepared by J. Lamer
3/9/2021

Media Buy Overview

Media Vehicle Total Cost CPM

Spotify This is over budget

Chores $3,000 $125.00 – it’s just an
Working $ 4,000 $121.21 example.
Partying $7,000 $15.22

All Spotify Totals/AVG $14,000 $123.11

TV
Made-Up TV Show Total/AVG $16,809 $23.60
Another Fake Show Total/AVG $97,974 $18.06
All TV Totals/AVG $114,783 $20.83

Google Ads
Google Totals/Avg $21,863 $1,587.27

TOTAL / AVERAGES $150,646 $71.97 *

(total) (avg)

* Excluding Google Ads.

Spotify From Spotify From Spotify From Spotify

Placements You
decide. You decide.
You
decide.
ad-buying
interface.
From Spotify ad-
buying interface.
ad-buying
interface.
ad-buying
interface.
Budget /
(Reach/1,000)

l l l l l l l l

Estimated
Time Est. Ads Estimated Lifetime
Spotify Moment or of Cost per Served, Reach, Frequency, CPM
Interest Format Budget Day Ad Served Maximum Maximum Maximum (Listeners)
4-9
Chores Audio $3,000 PM $ 0.014 350,000 24,000 17.5 $125.00
6AM-
Working Video $4,000 5PM $0.012 130,000 33,000 8.5 $121.21
4PM-
Partying Video $7,000 3AM $0.015 470,000 460,000 1.5 $15.22
All Spotify
Totals/AVG $14,000 316,666 $123.11
(avg) (avg)

p. 6
 Rebuild this in Excel so you
can embed in your paper.

TV Insertion Worksheet

Example Yours Yours You Google this.

Length of show in minutes 30
Number of ads per show 2 You decide.

How many days per

week do you want
Days per week ad runs 5 your ad to run?
It can’t be more days
Number of weeks in your campaign 12 than the show
Total number of TV show days 60 actually airs.

Total number of insertions 120 Assume each month of

your 3-month
campaign has 4 weeks.

ONCE YOU DETERMINE

HOW MANY ADS YOU
WILL PURCHASE, Multiply the number of
TRANSFER THIS days per week your ad
NUMBER IN YOUR This is the number of ads will run by the number of
SPREADSHEET IN THE you’ve just decided to run! weeks in your campaign.
“No. of Insertions” Do this for each TV show
COLUMN. scenario you’re
considering.
p. 7
Google Ads: Keyword-Based Search Ads

From Google
estimator -- use Clicks per month Total clicks Cost for each
blog link. You choose You decide x no. of months times CPC 1,000 clicks

l l l l l l

Cost per Total Number

Click Clicks of Total CPM
Keywords / Keyphrases (CPC) per Month Months Clicks Total Cost (CPC)
mattress stores near me $1.00 500 1 500 $500 $1,000
Kansas City mattresses $3.88 500 1 500 $1,940 $3,880
Eco-friendly mattresses $0.49 200 3 600 $294 $490
custom leather saddles $0.75 750 1 750 $563 $750
leather work boots $0.50 600 1 600 $300 $500
premium dog food $0.22 300 2 600 $132 $220
wild turkey calls $0.19 3,000 2 6,000 $1,140 $190
vegan meal plans $1.19 3,000 2 6,000 $7,140 $1,190
simple recipes $2.19 50 3 150 $329 $2,190
sub-zero hunting socks $0.15 200 3 600 $90 $150
electric dog fence $0.15 200 3 600 $90 $150
organic kitty litter $0.12 2,000 3 6,000 $720 $120

Google Totals/Avg $0.90 11,300 22,900 $13,237 $903

(avg) (total) (total) (total) (avg)

p. 8
Bibliography Quick Sheet

You may choose APA, MLA or any other acceptable bibliography format. See your library’s online support in
Canvas or at http://www.nwmissouri.edu/library/citing/citing.htm.

An important part of your bibliography is citing your sources properly within the context of your paper. If you simply
list a source, but don’t reference the material you used from the source, the source is meaningless.

Here’s an example of how you would cite within your paper, followed by the related bibliography.

The nineteenth century saw many changes to daily American life with an increase in population, improved
methods of transportation, developments in technology, and the rise in the importance of science. These
events impacted all aspects of nineteenth century American life, most significantly those involved in
slavery and the Civil War, but a large part of American life was affected, a part that is quite often taken for
granted: the life of the American farmer. (Revkin)

Ten years prior to that, the 1810 census reported over 7 million people were living in the states; there was
no category for people engaged in agriculture. In this ten-year time span, then, agriculture experienced
significant improvements and changes that enhanced its importance in American life. (“Blueprint Lays Out
Clear Path…”)

Bibliography

"Blueprint Lays Out Clear Path for Climate Action." Environmental Defense Fund. Environmental

Defense Fund, 8 May 2007. Web. 24 May 2009.

Revkin. Andrew C. “Clinton on Climate Change.” New York Times. New York Times, May 2017.

Web. 25 May 2018.

p. 9