Dear Stella,

Greetings from Media Pvt. Ltd.

I hope you are doing well.
I am aware of your curiosity to know about the success of this new radio host. I went
through the ratings of our advertisement slot for April. However, I regret to inform you that
the viewership for the ad slots booked by us is much below our expectations, except for the
audience of the age group 50 years and above. A primary cause of this low viewership is the
controversial notoriety of the new radio host who started working there in January. In light
of this situation, we need to rework the advertisements that we planned to air in May and
June. Therefore, I am writing to request you to amend the advertisements so that they
attract the crowd from 50 years and above.
To gain a price advantage, we had to book the time slots with this radio in December itself.
Despite the affirmations of the radio station about this new host, the results were not so
promising. On a positive note, the show is very well perceived by the audience aged 50 and
above. Hence, a change in the initial plan is imperative as now our primary focus should be
on the crowd of 50 years and above.
Firstly, I would recommend surveying to find out different sporting activities participated by
people in this age group. It will help us to pitch the right product to the right audience.
Many people from this age group are focused on maintaining their health. They often
engage in outdoor activities such as cycling, powerlifting or weight lifting, jogging,
swimming, and so on. If more people belong to this group, we can easily advertise our biking
and other weights training equipment. Many men from this age group prefer playing golf
while women prefer yoga to maintain physical and mental health. Hence, we can advertise
our golf apparel as well as other fitness apparel.
My other recommendation is to create a strategy that will influence people over 50 years to
buy sporting goods for their grandchildren as most of them will have grandchildren (Orton,
This is us: Canadian grandparents Today, 2021). Grandparents often buy gifts for their
grandchildren. As per a report by CNBC, 86% of grandparents love to gift their grandchildren
(O'Brien, Pulling heartstrings and purse strings: Grandparents spend $179 billion annually on
their grandkids, 2019). This will also enable them to teach their grandchildren the
importance of outdoor activities and maintaining health.
Lastly, we also need to form a strategy that will decide the percentage of time to air
advertisements as we previously planned and the advertisements specifically targeted for
audiences more than 50 years. For this, I recommend considering the viewership data. We
can see which slots have a relatively high audience from other demographics as well.
Since we have only a month to revise our plan, I hope you find my recommendations
meaningful and insightful. Please feel free to reach out if you need any assistance.
Thank you for your consideration, Stella. I look forward to hearing from you soon.
Sincerely,
Shelly.
Account Manager
References:

Orton, W. (2021, March 3). This is us: Canadian grandparents Today. Home. Retrieved
March 10, 2022, from https://canadiangrandparents.ca/this-is-us-canadian-
grandparentstoday/#:~:text=Statistics%20show%20that%20the%20average,being
%20thought%20of%20as%2055

O'Brien, S. (2019, April 10). Pulling heartstrings and purse strings: Grandparents spend $179
billion annually on their grandkids. CNBC. Retrieved March 10, 2022, from
https://www.cnbc.com/2019/04/10/grandparents-spend-179-billion-annually-on-
their-grandkids.html