Effect of Geography, Seasonality, and Purchase Cycle on Tylenol Cold Medicine’s Media Plan

ASSIGNMENT INSTRUCTIONS:

-ATTACHED IS CHAPTER 14-Be sure and cite your sources for your answers, whether they are your textbook authors or outside sources. Make sure that your answers are fully developed and discussed.
1. You and your agency handle all of the advertising needs for United Parcel Service (UPS). If you saw that all of your key competitors (Federal Express, U.S. Postal Service, etc.) were spending most of their media dollars in network television, what strategies might you consider taking for your own brand’s plan?
2. Explain how geography, seasonality, and purchase cycle would impact the media plan for Tylenol Cold Medicine.
3. You are trying to put a media plan together for Pillsbury Cookie Dough Mix. Your target is women 25-54 with children. What do you think would be the best times, places and circumstances for reaching this group of consumers with your advertising message?
4. Which media types would do the best job in delivering the following types of messages:
a. humorous
b. innovative
c. intrusive
d. unconventional
e. demonstrative
f. bigger-than-life
5. If you are handling the advertising for Southwest Airlines, how might you wish to schedule your advertising in the media plan, and why?

HOW TO WORK ON THIS ASSIGNMENT (EXAMPLE ESSAY / DRAFT)

The following tactics might be taken into account for the brand’s plan if all of United Parcel Service’s (UPS) major rivals spent the majority of their media budget on network television:
Diversify the media mix: Rather than relying primarily on network television, UPS might think about distributing its media budget among a variety of media platforms, including print media, social media, digital media, and out-of-home advertising. This will enable the brand to reach a larger audience and increase the likelihood that potential customers will become aware of it.
Focus on focused advertising: Rather than spending money on mass media, UPS may want to think about using direct mail or customized digital marketing to reach its target market.
Create captivating content: UPS might provide captivating and memorable material that draws in its audience to distinguish itself from rivals. User-generated content, influencer marketing, or interactive advertisements that encourage customer interaction are a few examples of this.
(Source: Jack Z. Scissors and Roger B. Baron’s 8th edition of Advertising Media Planning.)

The following would be the effect of geography, seasonality, and buying cycle on the media strategy for Tylenol Cold Medicine:
Geographically, the media strategy may be modified to focus on regions that have a spike in cold and flu cases at particular times of the year, depending on where the product is being advertised. Geo-targeted internet adverts might be used for this, as well as local media outlets like newspapers and radio stations in the area.
Seasonality: The media strategy should be modified to take into account the cyclical nature of cold and flu cases. For instance, the business might increase its advertising spending throughout the winter on media platforms with a wider audience, including national television and digital media.
purchasing cycle: The media strategy may take the product’s purchasing cycle into account. For instance, if Tylenol Cold Medicine is frequently bought when cold or flu symptoms first appear, the company may increase its advertising budget in the fall and winter, when the cold and flu season is at its worst.
(Source: Jack Z. Scissors and Roger B. Baron’s 8th edition of Advertising Media Planning.)

The ideal situations, locations, and times for advertising could be the following to reach the target market of women with children between the ages of 25 and 54:
Time: The advertisements might run on weekday afternoons, weeknights, and weekends when women are likely to be doing their grocery shopping or preparing meals.
Locations: Advertisements could be displayed in mother-friendly media outlets like parenting websites or publications, cookery programs, or social media pages devoted to food and cooking.
Situations: Advertising could be targeted to particular situations that the target audience would be interested in, such as hectic weekdays when women must balance work and childcare duties or weekends when families are spending more time together.
(Source: Jack Z. Scissors and Roger B. Baron’s 8th edition of Advertising Media Planning.)

The following media forms would be ideal for conveying the messages listed below:
hilarious: Because they allow for the use of both visual and aural clues in the advertisement, television, social media, and out-of-home advertising are excellent media formats for delivering hilarious messages.
Innovative: Social media and digital media effectively communicate innovative messages because they enable the creation of interactive and dynamic content.
The ability to deliver invasive messages directly to a consumer’s mailbox or phone makes direct mail and telemarketing useful methods for doing so.
unorthodox: Guerilla marketing and experiential marketing are efficient for conveying unorthodox messages because they enable the message to be delivered in unexpected ways, producing a memorable experience for the customer.
Demonstrative: