e has a high interest in current events/politics, self-improvement, and career-oriented activities. ADVERTISING1.ObjectivesTo establish The Miami Herald as the newspaper providing the most accurate and useful information for the readers in Broward and South Palm Beach, while maintaining the newspaper’s position in Miami-Dade County.a. Creative objective-To establish The Miami Herald as the newspaper that provides the most accurate and useful local and national information on Broward, South Palm Beach, Miami-Dade, and Monroe counties.b.Media objective-To deliver advertising to men and women 18 to 44 primarily (our target market).-To advertise throughout the Broward , South Palm Beach, and Dade counties with an additional support in Broward and South Palm Beach.- Increase print advertising in local areas.2.Strategya.Marketing mix:-Outdoor advertising-Radio-Television-Local Magazinesb.Media:-Outdoor advertising: Billboards, and posters for bus stops.-Radio: Morning and evening drive.-Television: Morning and Sports in spot cable.-Local Magazines: Full page color ads.c.Reach/FrequencyWe want to achieve a reach of 95 with a frequency level of 4. The resulting GRPs will be 380. A reach of 95 will help The Herald in increasing market share and awareness. A frequency of 4 will make consumers to choose The Herald over its competitors The Sun Sentinel and The South Palm Beach.d.Scheduling:Advertising will start on September and run throughout the whole year by using continuity strategy. OutdoorBillboards: Dark background with glow in the dark lettering to gain thea ttention of viewers at both morning and evening time. Billboards of bigger size will be placed on the side of buildings in the downtown area of each county to show how we appreciate their support.Posters:Same creative as billboards. The Miami Herald TV Ad: 60 AUDIOMan: Honey, where is my morning paper?Wife: Oh, I’ll get it right nowMan: Ok honey (in the background)Wi...
