You are working in an advertising agency and are in charge of the marketing campaign for the launch of a new electric car called the Volt ER.

General Motors serves the world by making cars for every segment and has declared that it will no longer produce gas and diesel engine cars after 2025. They are turning their attention to the electric car market and are re-vamping their automobile line-up to accommodate this transition. They are a global company with a significant market presence here in Canada.

The new Volt ER has many new features but the most important one to most people is the number of kilometres the car can drive without a charge. The Volt ER has new technology that enables the car to go up to 2000 km on one charge. This is a major breakthrough and GM is banking on this generating significant sales. GM is using Canada as test market to gauge response and inters

The marketing campaign slogan is The Volt ER takes you wherever you need to go.

Your budget is: $750,000. Note, you do not need to spend all of it.

Your target consumer is: Millennials, aged 25-40, who are employed and have an income of $50K, live in suburban areas, are environmentally conscious, and who travel on to cottages and events on a regular basis on weekends and holidays. (This assumes no pandemic).

Your client wants your help choosing 3 types of media from the list below:

• Print Media Choices
  • Newspapers
  • Magazines
• TV Choices
  • TV Commercials
• Radio Choices
  • Radio Commercials
• Out-of Home Choices
  • Outdoor Advertising (Posters, Billboards, etc..)
  • Transit-specific Advertising
  • At-Retail-specific Media
• Direct Response Media Choices
  • Direct Mail
• Interactive Media Choices
  • Online Advertising (Web Banners, Video Advertisements, etc.)
  • Social Media-specific Advertising
• Experiential Marketing Choices
  • Events
  • Sponsorship-specific Events

PART 1: CHOOSING YOUR MEDIA (14 marks)

1. Choose 3 of the media listed to recommend your client. Consider your target market above, and explain in detail, why you made these choices for them. Describe which exact type of media in each of the categories that you would select and explain why this would be a good fit for your target market.

Note, you can choose more than one type.

For example, you may choose to advertise in a print magazine and a print newspaper - these would count as two different media choices.

Also, please be specific. For example, if you choose magazines, which magazines did you select? What type of spread? Where would you place the advertisement?

(8 marks)

2. Give two specific examples of specific types of advertising media that you would NOT use for your target segment and explain in detail why these would not resonate with your audience. (4 marks)

3. Explain why it is important that all the advertisements must have coordinated media selections and a consistent look. (2 marks)

PART 2: BUILDING YOUR MEDIA PLAN (16 marks)

1. Pick a launch date for your media plan for your products marketing campaign. Consider your product and your target market, and explain why you chose this date. (1 mark)

1. Divide up your budget across your media choices and fill in the blocking chart below. (12 marks)

Fill in the media blocking chart with timelines when your media would run and how much you would spend on each. Explain why you chose these launch dates and allocated these dollar amounts. Explain the type of schedule you have created for each media.

Note, you do not need to spend all of your budget.

			Q			Q

2. Explain why ROI (Return on Investment) is important. (1 mark)

3. Imagine you need a minimum ROI of 20% for the total of your entire plan. Estimate the value of sales you would get from each media, and calculate so that your plan adds up to a 20%-30% ROI. (2 marks)

Recall the formula for ROI is:

Sales-Costs

Costs