A designer brand is launching in 2019 a new, luxury perfume targeted at successful, English-speaking, busy, career women aged 30 - 49 years of Chinese descent. Image advertising that relies on appealing visuals will be deployed. A limited budget of approximately RM520, 000 excluding production costs, has been allocated for the campaign. Your task includes:

1. Preparing a 12-month 2019 media to plan to support the campaign launch. The media plan format with the relevant information is provided below for your planning purpose.

(14 marks)

1. Providing arguments for your proposed media strategies, i.e., scheduling patterns, reach and frequency. (6 marks)

[Total: 20 marks]

Question 5 (Continued) Important: Please detach the Media Plan and submit it together with your examination scripts. i) Media Plan 2019 Media Size/colour A) No. of B) Cost Total J F M A M J J A S O N D /duration Insertions per (AxB) 5 wks 4wks 5wks 4wks 4wks 5wks 4wks 4wks 5wks 4wks 4wks 5wks /spots Insertion/ CNY spot HRP X mas Magazine 1. Female FP, FC 5,500 2. Her World FP, FC 5,500 Newspaper 1. The Star 1 . FP, FC 31,500 ii. FP, B/W 22,800 2. NST 1 . FP, FC 29,300 ii. FP, B/W 15,300 Radio 1. Lite FM 30 seconds 350 2. Mix FM 30 seconds 440 TOTAL Abbreviations: NST: New Straits Times FP: Full page FC: Full colour B/W: Black & white Wks: Weeks CNY: Chinese New Year HRP: Hari Raya Puasa X'mas: Christmas