Key Media Problem - what is the company trying to accomplish through its use of media: Product differentiation and action.
II. Media Objectives - based on your understanding of the organization:.
a. Define the continuity of the campaign - pulsing .
b. Define the company's target market and audience:.
With Florida's rich diversity of activities, a Sunshine State vacation is appealing at all "ages and stages" of life. Although VISIT FLORIDA 's advertising programs reach a wide range of audiences, target audiences are prioritized as follows for media planning purposes: .
Primary target audiences (for media planning purposes): Adults 25-54 (general market including multicultural segments) with a household income of $50,000+ who take warm weather vacations. .
Secondary target audiences: Adults 35+ (general market including multicultural segments) with a household income of $40,000+ who take warm weather vacations. .
Lifestyles: Families; active adults; nature-based, historical and cultural enthusiasts; mature market. .
Geography: National domestic U.S. with regional emphasis east of the Mississippi (and also key Texas markets). International markets of emphasis include the United Kingdom, Canada, and Latin America. (www.visitflorida.org).
c. What is the length of their most recent campaign? One fiscal year (2003-2004).
d. Is there any geographic weighting placed on the company's current campaign?.
National domestic U.S. with regional emphasis east of the Mississippi (and also key Texas markets). International markets of emphasis include the United Kingdom, Canada, and Latin America. (www.visitflorida.org).
III. Media Strategy.
a. The types of media used in the campaign: .
Broadcast (television & radio), magazines (including inserts), newspapers (including inserts), Internet .
b. Estimate how much is being spent on each media selected:.
Approximately $9 million is being spent for 2003-2004. While there has been an increase from the initial budget, the media budget has remained flat for the past four years.