Coca Cola Critique and Media Planning
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The media planning class required my group and me to look over an already written situation analysis and media recommendation to critique by finding mistakes, looking for weaknesses, and offering suggestions. In our report, we wrote about the weaknesses we found and what the weakness was and why it’s considered a weakness. Then we wrote how we would have fixed the weakness.
For example, this was one of my findings:
Weakness#2: Areas of heavy advertising does not match budget recap
- What & Why: They said the heaviest advertising is in period four, followed by one and two but this doesn’t match their budget recap. This is a weakness because they’ll be spending money and GRPs in areas that don’t need the most advertising.
- How/Solution: The periods that should have the heaviest advertising is in period four and six. Based off the budget recap, these are the areas that have high reach and frequency goals so they should have most advertising. Period four has 38% of total advertising, spending $68.4 million, with an average of $22.8 per month (June/July/Aug). For November and December, this period six has 25% total advertising, spending $45 million, with an average of $22.5 per month.
My group and I also received a certificate for Excellence in Analytical and Strategic Thinking and we received 1st place in our Media Recommendation Critique.
Aside from just the situation analysis and media recommendation project, I also learned how to make the right calculations when it comes to media buying and planning. I used these calculations in the project in detail. Here are some sample calculations.