You are asked to develop and evaluate a monthly digital media plan for Skechers footwear company $($skechers$.$com$).$ The target audience is $262\mathrm{.}1$ million US adults $18$ years of age and older $($Adults $18+,$ or A$18+).$ WebMD.com is used as context to position ads about the health benefits of Skechers performance footwear.

You can follow the Sketchers and WebMD digital plan presented in Chapters $5$ and $6$ of your textbook to get a broad idea of the steps involved. However, update this example using the most recent data from Similarweb, which is available using the SRDS database from the UM online library.

For WebMD Unique Visitors $($UV$),$ use the ADgileMP software By Device button to deduplicate the Desktop and Mobile UV$.$ This will account for site visitors that use both desktop and mobile devices to access the site.

Simlarweb data are based on adult audiences $($A$18+),$ so keep the default Composition $\%$ of $100$ in ADgileO$$ Media Planner software $($ADgileMP$,$ AMP$)$ for this example.

Set a $60$ million plan Impression Goal, with Display ad cost based on a CPM of $$7\mathrm{.}00.$

To complete this assignment, you must download and install ADgileO$$ Media Planner software using the link on the course Syllabus under the Required Text subheading. Retrieve the latest Similarweb data for WebMD from SRDS and input this and other information noted above into the ADgileMP software. Then generate a results report for the plan, along with graphs of the site reach curve plus cumulative and non$-$cumulative frequency distributions.

Submit a PDF copy of the full reach and frequency $($R&F$)$ results report, including all headers and footers, the key points summary, three graph PNG files, plus a screen shot of your Similarweb WebMD data that identifies webmd.com and the data period in the title. The Similarweb data should also include the Traffic and Engagement metrics at the top of the report plus the Audience Demographics section. Also include screen shots of the ADgileMP Deduplicator window with Similarweb data for WebMD.

Please combine all these into a single PDF file before submitting your work and include your name in the file name.

Steps for completing this introductory, media planning assignment will be demonstrated in class. An assignment checklist also is provided with the assignment on Blackboard. The

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assignment is due via Blackboard by class time on Thursday, February $8,$ and will account for $10\%$ of your course grade.