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Samples
of Media Campaigns:
Between January 1 - July 1 of 1999, the following media campaigns were planned and managed (totaling $750,000 in billings):
JANUARY
Type: Acquisition campaign
Objective:
Drive premium network subscriber acquisition
Offer: Free Digital Cable installation
when HBO premium channel package is ordered
Media Format: Broadcast TV
Target: Adults 25-54
Flight: 4 weeks
Length: :60 seconds
Reach/Frequency: 72/8.1
Total spots booked: 636
Networks: KICU, KRON, KTVU,
KGO, KPIX, KNTV, KFTY, UPN, WB
Daypart: Day, Early Fringe,
Prime/Prime Access, Late Fringe, Weekend
Billing: $120,135
FEBRUARY
Type: Event advertisement
Objective: Drive Digital Cable
Free Preview viewership and subsequent subscriber acquisition
Offer: Digital Cable Free Preview
weekend event
Media Format:
TV Guide Weekly
Target: Adults 25-54
Flight: 2 issues
Size: Full two page spread
Local readership: 195,000
Billing: $22,280
APRIL
Type: Direct Response TV acquisition
campaign
Objective:
Drive new subscriber acquisition
Media Format: Broadcast TV
Target: Adults 18-49
Flight: 4 weeks
Length: :60 seconds
GRP/CPP: 236.5/$1,056
Total spots booked: 106
Networks: KRON, KTVU, KOFY,
KPIX, KBHK
Daypart: Day, Early Fringe,
Prime/Prime Access, Late Fringe, Weekend
Billing: $249,705
MAY (1)
Type: "Canales n"
TV Network Launch
Objective: Drive call volume,
brand channel & AT&T Broadband
Media Format: Radio, print,
outdoor
Target: Adults 25-54
Flight: 4 weeks
Length: :60 seconds (radio);
4 1/3 page insertions (print), 4 weeks (outdoor)
Reach/Frequency: 57/7 (radio);
38,000 & 61,000 circulation (print)
Total spots booked: 400
Stations: KAZA-AM, KSOL-FM,
KLOK-AM, KIQI-AM
Daypart Mix: Monday - Sunday
Billing: $61,806
MAY (2)
Type: "TV Land" TV
Network Launch
Objective: Drive call volume,
brand channel & AT&T Broadband
Media Format: Radio, print
Target: Adults 25-49, skewing
30+
Flight: 9 weeks - 75 Pts
Length: :30 seconds (radio);
2 B/W jr page insertions (major news print), 4 issues (TV Guide)
Reach/Frequency: 57/7 (radio);
38,000 & 61,000 circulation (print)
Total spots booked: 220
Stations: KFOG-FM, KYLD-FM,
KSJO-FM, KZQZ-FM, KUFX-FM
Daypart Mix: Monday - Sunday,
Daytime, Morning News, Early Fringe
Billing: $162,121
JUNE
Type: "Golf Channel"
TV Network Launch
Objective: Drive call volume,
brand channel & AT&T Broadband
Media Format: Broadcast TV,
print
Target: Adults 25-54
Flight: 12 weeks - 81 TRPs
Length: :30 seconds (TV); 2
insertions (major news print), 2 issues (TV Guide)
Reach/Frequency: 57/7 (radio);
38,000 & 61,000 circulation (print)
Total spots booked: 220
Stations: KRON, KTVU, KOFY,
KPIX, KBHK
Daypart Mix: Sports and weekend
golf, high profile tournaments
Billing: $148,170
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