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3) Target Audience Objective: This is a statement of whom you want to reach, this

should directly relate to the marketing problem or opportunity.

Identify the target audienceDescribe the target marketdemographics, age, income, education, etc.

Psychographic profileand /or media usage information

Joes current target audience is adults, particularly families with children. Thesefamilies enjoy good quality seafood at a moderate price and enjoy dining out not only for

the food but for the dining experience that the whole family will enjoy

The target market for Joes Crab Shack in the Omaha market is adults 25-49,

particularly families with children who live near or in the West Omaha metro area, given

the location of JCS (next to Westroads Mall). Given this location, these families are

middle to upper middle class and have an average to above average household incomeand a majority of these parents have graduated college. These families love the dining

experience and are looking for a non formal restaurant suitable for all aged children.

These families want to spend their money somewhere that has good food for a goodprice.

Current leading seafood competitors in the Omaha market include:

Red LobsterShucks Oyster Bar and Grill

Ricks Boatyard Cafe

4) Media Mix Strategy: Explain how your target will be reached. What kind of mediamix will reach this group? What kind of vehicles matches this target? (Vehicles are

specific carrierswhich magazines or types of magazines, if radiowhich formats. IfTV, which types of programs or day parts.

(This is one of the most important strategies you will write, because it addresses

the media mix you plan to use in reaching your target audience.)

The Omaha target market will be reached primarily thorough TV spots and Radio

spots. These advertising mediums offer a high reach which will increase awareness of the

JCS brand over the two month period. We will use the following media vehiclesTV Spots (:15)- Spot-TV early fringe/news and prime TV programs

Radio Spots (:30)- Spot-Radio daytime and evening drive.

-By focusing on TV spots and Radio spots, we will gain high reach which will informand attract customers as well as build brand awareness and familiarize the JCS brand into

the market.

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5) Reach/Frequency Objective (Example): Achieve and estimated 90% reach with an

average frequency of 6 during the two month flight. (Utilize MFP for your sample buy

do a two month schedule)

Achieve an estimated 80% reach with an average frequency of 4 during the twomonth flight (June and July). Buy 640 GRPs for the two month flight, 320 per month.

-Estimated Performance of Total Plan Cost= 13,200 dollars per month

6)Scheduling Objective Explain what kind of scheduling pattern do you recommend

and why?

For both the TV and Radio Spot we will use a continuity schedule pattern for both June

and July. This will promote heavy advertising during both months which will reach a

high number of people in order to gain customer traffic and familiarity within the JCS

brand image and dining experience.