Media Plan: Nissan
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Transcript of Media Plan: Nissan
Media Plan: Nissan
Group Fantastic
Situation Analysis
• Strengths: – AA segment has historically favored Nissan– Market share has increased by 20% from 2009 to 2010
• Weaknesses– Nissan had to pull money from its AA marketing– Toyota and Honda are active players in the Asian
community
• Opportunities– Chinese Americans represent the greatest
potential for Nissan based on size– Heisman and College Football sponsorships
provides Nissan with opportunity to reach MC audiences
• Threats– Chevy, Toyota and Ford were the only companies
who bought heavy integration within Hispanic programming
– Toyota has initiated media activities in non-traditional out of home
Key objectives
• To increase Nissan market share across Chinese American, Hispanic American and African American markets by 2 percent
• To maintain brand loyalty among current customers• To spread awareness and acceptance of the notion
that Nissan represents innovation
• To achieve a minimum of 75 percent reach among the targets over the course of the campaign
• To achieve a frequency of 6 – 8 amongst targets over each 4 week period
Strategy• Pulsing schedule
– High months: March – May, July – September, December – Low months: January – February, June, October – November
• Geographic coverage:– California (Los Angeles, San Diego, San Francisco)– Texas (Austin, San Antonio, Dallas, Houston)– New York (New York)– Pennsylvania (Philadelphia)
• Print: – Vibe– Essence– Ebony– ALMA Magazine– People en Espanol
– Vanidades– Latina– Hypen– Audrey Magazine– Giant Robot– 13 Minutes Magazine
• Television:– ESPN “Monday Night Football”– BET’s “Soul Train Awards”– Univision’s “Latin Grammys”– Galavision’s “Futbol Liga Mexico”– Fox’s NFL Thursday football game
• Digital/Internet:– Facebook.com– AOL.com– CNN.com– In-language news sources
• Out-of-home:– Bilboards– Posters– Signage– Car artwork
Budget AllocationMedia Percent of Budget AmountMagazines 15% 12 millionTelevision 45% 36 million - Network 14.4 million - Cable 10.8 million - Spot 10.8 millionDigital/Internet 20% 16 million - News 6.4 million - Social Media 4.8 million - Search Engines 4.8 millionOut-of-home 15% 12 million
Media flow chart
Tactics and Rationale
• Magazines• Television• Digital/Internet• Out-of-home