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9 B V Assignment- This is an individual assignment based upon the term project. For this assignment, you will need to prepare a media budget. Often marketers are expected to arrive at a cost for their marketing plan. In consumer mas advertising expenditures can often represent a large portion of the marketing cost Most financial expert say that the purchase price of an automobile should be no more than 35% of your annual income. If you're financing a car, the total monthly amount you spend on transportation - your car payment gas car insurance, and maintenance-should be no more than 10% of your gross monthly income. The base price of a Cadillac Lyric is 60.000, with on average most buyers opting for $4.000 in options and packages, the average price will be $64,000. Since EV's are eligible for the $7.500 tax credit this drops the price down to 556.500, with the average value of a trade-in being $17,000, this bring the purchase price down to $39,500. This would mean that most buyers of the Cadillac Lyric would have household income of at least $114.000 (539.5000 35) Wishing to reach this demographic, Cadillac has decided to target is promotional campaign on households with incomes of at least $125,000 and between the ages of 25-44 Although Cadillac wishes to reach its key demographic, it hopes to create awareness to al potential buyers Part-1 Using Delaware as your test market, calculate the advertising cost using The News Journal (use the cont figures given in the Advertising Level handout). Sunday Number of Circulation Total Households Total 139,857 Delaware 126,932 New Castle County, Del 102.491 Kent and Sussex counties. Del 24.441 Other Outside NDM 12,925 298,755 188,974 109.781 Beside the expense of running the advertising. It cost you $15,000 for the creative work (A) Calculate the cost based on 1/3 page advertisements Reference OL + + G H ALON Total D A Households This Total 139,857 Delaware 126 932 New Castle County, Del. 102.491 Kent and Sussex Counties, Del 24,441 Other Outside NDM 12,925 298,755 188,974 109,781 Beside the expense of running the advertising, it cost you $15,000 for the creative work. (A) Calculate the cost based on 1/3 page advertisements once per week for one quarter (13 weeks). (B) Calculate the reach and GRP of the media buy for each area given over the quarter. (C) How does this compare to the guidelines given to you? Part-2 To get an idea of how much the advertising will cost if the product is sold nationally calculate the following: (A) To launch the product, your company plans to run 1/3 page weekly advertisement in the following newspaper once-a-week for 16 weeks News Paper New York Times USA Today Wall Street Journal Washington Post Circulation 1,120,420 2,278,022 2,062,312 699,130 (B) For the normal campaign. Cadillac has decided to target their internet promotional campaign on 13rd of households, with incomes of at least $125,000 between the ages of 25-44 Look-up the number of households with incomes of at least $125,000 between the ages of 25-44 and use 1/3rd of this number for your population and calculate the cost of the internet campaign. plus $25,000 to build and manage the website. Assume media weight of 1500 GRPs Refer to Advertising Cost handout tables for media weight (GRP's) and costs + + A (C) In addition, calculate the cost to run 1-page advertisement for 5 months (Time Magazine publication, still only run ads once per month Magazine Circulation Car and Driver 1,113,121 Elle Magazine 1,061,272 Golf Digest 1,627,353 GQ 938,386 Smithsonian 1,615,265 The New Yorker 1,258,096 TIME Magazine 1,617,447 Vanity Fair 1,218,077 (D) Using the information from the advertising brief handout how much would it cost to run aromete advertising campaign on television for one year--assuming 2000 GRPs per year? Don't forget to indude production average production costs for two different ads (E) Rogina King has agreed to be a spokesperson for Codice. She got paid $250 per year for the new years-assume 1/3 of her fees are the results of Cadillac Lyrig (F) Calculate the total cost of the campaign (G) Assuming that of the key demographic (households 25to-4 years old with incomes than $125.000) are among the television viewers, along with newspaper and magazine readers who set the end that 80% of the key demographic are exposed to the internet ads, analyze whether the campaign meet the age goals mentioned in the advertising handout (H) Describe at least two different Cadillac Lyrig's current ads, and comment on their advertising apps and executional styles What do you believe is Cadillac's value proposition? (I) Explain whether the Cadillac Lyria's current ads match (1) the target market you found in your survey and what you think it should be (J) What other advertising or promotional elements would you use to inform potential buyen ardcdn.com/5ea120448/49/5170617 Korup what you think it should be (J) What other advertising or promotional elements would you use to inform potential buyers Part-3 Compare the costs of the various forms of advertising above, which was the most efficient and which was the least efficient and why? 9 B V Assignment- This is an individual assignment based upon the term project. For this assignment, you will need to prepare a media budget. Often marketers are expected to arrive at a cost for their marketing plan. In consumer mas advertising expenditures can often represent a large portion of the marketing cost Most financial expert say that the purchase price of an automobile should be no more than 35% of your annual income. If you're financing a car, the total monthly amount you spend on transportation - your car payment gas car insurance, and maintenance-should be no more than 10% of your gross monthly income. The base price of a Cadillac Lyric is 60.000, with on average most buyers opting for $4.000 in options and packages, the average price will be $64,000. Since EV's are eligible for the $7.500 tax credit this drops the price down to 556.500, with the average value of a trade-in being $17,000, this bring the purchase price down to $39,500. This would mean that most buyers of the Cadillac Lyric would have household income of at least $114.000 (539.5000 35) Wishing to reach this demographic, Cadillac has decided to target is promotional campaign on households with incomes of at least $125,000 and between the ages of 25-44 Although Cadillac wishes to reach its key demographic, it hopes to create awareness to al potential buyers Part-1 Using Delaware as your test market, calculate the advertising cost using The News Journal (use the cont figures given in the Advertising Level handout). Sunday Number of Circulation Total Households Total 139,857 Delaware 126,932 New Castle County, Del 102.491 Kent and Sussex counties. Del 24.441 Other Outside NDM 12,925 298,755 188,974 109.781 Beside the expense of running the advertising. It cost you $15,000 for the creative work (A) Calculate the cost based on 1/3 page advertisements Reference OL + + G H ALON Total D A Households This Total 139,857 Delaware 126 932 New Castle County, Del. 102.491 Kent and Sussex Counties, Del 24,441 Other Outside NDM 12,925 298,755 188,974 109,781 Beside the expense of running the advertising, it cost you $15,000 for the creative work. (A) Calculate the cost based on 1/3 page advertisements once per week for one quarter (13 weeks). (B) Calculate the reach and GRP of the media buy for each area given over the quarter. (C) How does this compare to the guidelines given to you? Part-2 To get an idea of how much the advertising will cost if the product is sold nationally calculate the following: (A) To launch the product, your company plans to run 1/3 page weekly advertisement in the following newspaper once-a-week for 16 weeks News Paper New York Times USA Today Wall Street Journal Washington Post Circulation 1,120,420 2,278,022 2,062,312 699,130 (B) For the normal campaign. Cadillac has decided to target their internet promotional campaign on 13rd of households, with incomes of at least $125,000 between the ages of 25-44 Look-up the number of households with incomes of at least $125,000 between the ages of 25-44 and use 1/3rd of this number for your population and calculate the cost of the internet campaign. plus $25,000 to build and manage the website. Assume media weight of 1500 GRPs Refer to Advertising Cost handout tables for media weight (GRP's) and costs + + A (C) In addition, calculate the cost to run 1-page advertisement for 5 months (Time Magazine publication, still only run ads once per month Magazine Circulation Car and Driver 1,113,121 Elle Magazine 1,061,272 Golf Digest 1,627,353 GQ 938,386 Smithsonian 1,615,265 The New Yorker 1,258,096 TIME Magazine 1,617,447 Vanity Fair 1,218,077 (D) Using the information from the advertising brief handout how much would it cost to run aromete advertising campaign on television for one year--assuming 2000 GRPs per year? Don't forget to indude production average production costs for two different ads (E) Rogina King has agreed to be a spokesperson for Codice. She got paid $250 per year for the new years-assume 1/3 of her fees are the results of Cadillac Lyrig (F) Calculate the total cost of the campaign (G) Assuming that of the key demographic (households 25to-4 years old with incomes than $125.000) are among the television viewers, along with newspaper and magazine readers who set the end that 80% of the key demographic are exposed to the internet ads, analyze whether the campaign meet the age goals mentioned in the advertising handout (H) Describe at least two different Cadillac Lyrig's current ads, and comment on their advertising apps and executional styles What do you believe is Cadillac's value proposition? (I) Explain whether the Cadillac Lyria's current ads match (1) the target market you found in your survey and what you think it should be (J) What other advertising or promotional elements would you use to inform potential buyen ardcdn.com/5ea120448/49/5170617 Korup what you think it should be (J) What other advertising or promotional elements would you use to inform potential buyers Part-3 Compare the costs of the various forms of advertising above, which was the most efficient and which was the least efficient and why