Académique Documents
Professionnel Documents
Culture Documents
1
Media Objectives
2
Media Strategies
To build the brand in mediums which will involve
consumers more actively in the process of marketing
Starbucks
To extend amount of mediums to portray brand
quality
To gain maximum exposure to result in gain in
revenue
To build brand awareness to guarantee subsequent
purchase of product
The media plan will generate interest by connecting
to the public
3
Target Audience Analysis
4
Demographics
Total Population Size
15-29 30-39 40-49 More than 150 million
Americans (18 and older)
64,728,191 40,141,741 43,141,741 drink coffee on a daily
20.9% 13% 14.2% basis, with 65 percent of
coffee drinkers consuming
Median Household Income their hot beverage in the
morning.
Householder under 25 $24,143
years
Householder 25-44 years $54,024
51.4 million Americans
Householder 45-64 years $60,683 living in multigenerational
homes.
Gender
Male 18-49 24.2% Family Households
Families 77,538,296
Female 18- 23.9% 66.4%
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US Census Bureau American Fact Finder, Profile of General Average Household Size 2.58
Population and Housing Characteristics: 2010 Demographic Profile
Data Median Household Income Past 12 Months2010 American Average Family Size 3.14
Community Survey 5
Recommendations
7
Magazine Rationale
InStyle Glamour
Median age Education Total Education any
36 Grad college + audience college 67 %
HHI income 75 % aged 18-49 81
$50,000 + 72 Employed 71 % %
%
Median HHI Own home 64 % Median HHI Employed 65
income Married 46 % $63,594 %
$77,993 With children 50 Managerial 26
Managerial % %
position 31 %
*Readers of these magazines are highly employed in professional and
managerial careers high HHI which permits the purchase of expensive coffee
Our target audience also matches the ages of these readers 8
GQ Magazine
Magazine Rationale
GQ Allure
Total audience Professional Median age Median HHI
18 49 83 % position 49 % 32.5 $66,386
Median HHI
Education/C Employed 68.3
$100,000
ollege 66.6 % %
Education/coll
ege 70 %
The target for Starbucks 18-49 has a 195 Simmons Index to get at the top of
their career readers of these magazines have a high household income
enabling them to purchase expensive coffee target readers also match the
age of our target audience
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Magazine Rationale
Elle InTouch
Total audience Median HHI Median age- Women 85 %
6,302,000 $71,927 32 years old Men 15 %
HHI income
$75,000 + 44.4
%
Median age Any college
34.2 70.0 % Total Median HHI
audience 7.9 $67, 496
Ages 18-34
million
51.7%
Ages 25-49
55.4 %
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Magazine Index Numbers
12
Newspaper Rationale
Wall Street Journal Page Six Magazine
Women’s Wear Daily
Affluent 2,881,000
Circulation 56562 Readers 25-54 69%
Research* has shown that Starbucks core customers enjoy getting their news from
national newspapers. Additionally, trends show that people prefer to get their
news from more sources.
“Starbucks customers have a high level of interest in staying current in national and
global affairs and often look to newspapers as their way to stay connected.”
Additionally we chose news papers with college educated readers with high
income who would be more likely to purchase Starbucks coffee.
•Given data from Simmon’s research, it can be seen that both male and
female Starbucks drinkers pay a good amount of attention to out of home
advertising.
•Even though it can not be measured exactly who sees these Ads, we know
that a large amount of people are exposed to it within the top 20 DMAs.
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Internet Rationale
Website Visitors
Facebook.com 50 Million Daily
PerezHilton.com 408,258,454
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Product Seasonality
19
Recommended Media Selection
and Cost
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Magazines
21
Newspapers
22
Out of Home
23
Television
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Internet
http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf 25
Flow Chart
26
Other Tactics Considered But Not
Recommended
Advertise during prime time television
Late in the evening consumers are no longer in the mind set to
purchase caffeinated beverages (morning purchase).
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Alternative Plans with Fluctuation in
Budget
Increase in Budget:
Internet: advertise on electronic forms of magazines and
newspapers.
Use of product placement into television shows and movies.
Advertise more on TV
Advertise on the radio
Decrease in Budget:
Advertise in the same magazines less frequently.
Buy smaller sized ads in newspapers.
Advertise on smaller billboards in the 20 DMAs.
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Decision Dates
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Response to Client Concerns
Why is We felt that we would be Why is We saw that Starbucks
there
minimal
able to best reach our target
based on multiple platforms.
mobile already had strong
variety Internet Media is significant left out media influences in
however we decided to mobile media. We felt
usage of
place the most emphasis on of your that our efforts and
Internet
medias in
Facebook advertising
because it would provide the
media media dollars would be
your media greatest amount of plan? better suited in other
plan? impressions for this group. platforms.
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