21 Feb Please see the instructions attached in the file.
Please see the instructions attached in the file.
The name of the brand: kellogg's frosties
Please see the attached documents & presentation to learn more about Puerto Naranja.
BAC325 MEDIA PLANNING – SPRING, 2022 SUMMATIVE 1 – PROJECT Task brief & rubrics
Task
• Individual project, each student will have a brand from a list of brands provided by the instructor. • Define your brand’s target group in the fiction country of Puerto Naranja.
o Demographic and psychographic profiles. o Uses and attitudes towards your brand's product/service category.
• Create a Medial Plan including local traditional media from Puerto Naranja’s media profile. o Mention specific local media vehicles by name, such as TV and radio programs, newspapers, magazines and outdoor locations. o From a Target Group perspective, explain the reason for using each one of the selected media vehicles.
Formalities:
• Answers must be written in essay format, which means that you shall provide you opinion on each topic. • Use official cover provided on Moodle. Clearly identify each question with its answer. PDF or MS Word are mandatory. • Wordcount: 1.500-2.000 • Cover, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission:
• Week 5 – Via Moodle (Turnitin). Deadline Sunday February 27th at 11:59 pm.
Weight:
• This task is a 40% of your total grade for this subject.
It assesses the following learning outcomes:
• Understand Media Planning’s role in today's business environment. • Effectively calculate and adopt media to attain competitive advantage. • Make appropriate use of contemporary digital technologies for media planning. • Build a foundation via media production. • Develop critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns.
Rubrics
“All grades are provisional, pending moderation.”
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge &
Understanding (30%)
Student demonstrates excellent understanding of Media Planning key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant Media Planning concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum Media Planning theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key Media Planning concepts or uses minimum amount of relevant vocabulary.
Application (25%) Student applies fully relevant knowledge from the Media Planning topics delivered in class.
Student applies mostly relevant knowledge from the Media Planning topics delivered in class.
Student applies some relevant knowledge from the Media Planning topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from Media Planning topics delivered in class. Misunderstands are evident.
Critical Evaluation (25%)
Student critically assesses in excellent ways, drawing outstanding conclusions from Media Planning topics delivered in class.
Student critically assesses in good ways, drawing conclusions from Media Planning topics delivered in class.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not draw conclusions from Media Planning topics delivered in class.
Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
,
Puerto Naranja
Revised December 2021
IN MEMORIAM
In 1981, while working at JWT in Chile, I attended an international seminar in Brazil as part of a young generation of Advertising professionals.
Many of the works were plotted around a lovable fiction country called “Puerto Naranja”
In 1995, on occasion of a Media Workshop I gave to the sales force of one of my clients, I complemented the original business game with a media framework.
Puerto Naranja is a humble masterpiece created by Manuel de Eléxpuru, one of the greatest leaders ever, in the History of Spanish Advertising. I was so lucky to have Manu as one of my mentors, learning from both his wisdom and sense of humor.
With all due respect, I want to dedicate this new performance of Puerto Naranja to Manu.
Juan Barguñó
Spring 2011
PUERTO NARANJA
A Latin American country on the ocean shore.
Area: 851.314 km2
Population: 19.114.500 people (Naranjeños).
Number of households: 5.200.000
Average people per household: 3,67
Capital City: Puerto Naranja D.F.
GEOGRAPHY
Due to its geographic location, Puerto Naranja enjoys a subtropical climate, with mild temperatures provided by ocean streams. A mountain range protects inland valleys from the Trade Winds. Lakes in the highlands provide the necessary water for agriculture.
Two main rivers flow across the country: Orizonas and Río Gordo. They create two large valleys. The Río Gordo valley has tempered climate, Mediterranean type crops particularly vineyards, and pine tree forests.
A mountain range divides both valleys. The highlands are next to the Northern border.
DEMOGRAPHICS
There has been a population boom in the last 25 years. Migration from the fields into towns made urban population grow up to 13MM people versus a 6MM rural population.
Marriages have slightly decreased, with rates between 3.2 and 3.8 per thousand.
Birth rate has slightly risen – from 33 to 36 per thousand. Also, death rates have dramatically decreased due to sanitary measures and public health campaigns.
Workforce is 57% of the 15 to 65 years of age demographic segment. Women have steadily penetrated the work force during the last 15 years, accounting for 36% of the total.
Illiteracy is 12%, being much higher in the older segment (26%). Education programs have dramatically improved overall literacy.
Main cities:
Puerto Naranja D.F.: 3.200.000 people Monteagudo: 1.900.000 people
Coruña de Indias: 950.000 people
ECONOMY
Currency: naranjitos ($1 = 200 naranjitos)
2009’s GDP (Gross Domestic Product) was US$45.328.000.000, divided as follows: 32% agriculture, 38% industry and 30% services.
Oil dominates the industrial sector.
Tourism is fast developing in the services sector. Puerto Naranja’s privileged location, its mild climate and their people’s hospitality have created traffic and facilities that could reach great development if wisely promoted.
Agriculture is still a dominating factor in Puerto Naranja’s economic balance. Eventually, single crop farming creates huge surplus, particularly of bananas, wine and coffee.
HISTORY
Puerto Naranja used to be a colony of Spain. Natives had a significant cultural development and a high sense of independency, which created constant confrontation with their foreign rulers.
Several independency attempts took place along more than three centuries. Finally, on July 25th, 1819, Puerto Naranja, led by its Libertador, proclaimed its independence in the city of San Pedro Petolique. That did not come effective until 1822, when the Libertador defeated the invaders after many years of bloody battles.
The University of Puerto Naranja was founded in 1824. That same year, convents were dissolved and all Catholic Church property was nationalized.
In 1846, the Puerto Naranja – Monteagudo railroad was inaugurated, being the second railroad in Latin America.
In 1864 was founded the newspaper “Diario del Puerto”, the first and oldest in the country.
In 1899 arrived the United Fruit Company and started massive farming.
Twenty-four years later, oil drilling starts in the River Orizonas valley.
In 1929, the year of the Great Depression in the USA, the government is ousted and the country suffers a short civil war.
In 1931 the Federal Republic is reestablished.
Four years later, Carlos Gardel dies.
After the Second World War, the country enjoys political stability, with economic ups and downs like in most of the Latin American continent. Between 1982 and 1991, Puerto Naranja suffers the economic crisis that affects most Latin American countries. In 1991, the country opens its borders to imports and promotes foreign investment.
At present, inflation is under control (6% and decreasing) and has an international trade surplus.
Puerto Naranja is an active member of United Nations, OEA and The Andean Pact.
ART Y FOLKLORE
All museums show the great attention that native populations paid to art in all its different forms. There are a large variety of traditional crafts, many of them endangered due to the lack of official protection and the lack of interest from the younger generation that is reluctant to learn the old craftsmanship.
Something similar happens with music and folklore. The “rezumbia” national dance has more that 140 versions and each town boast having the most precious. But preserving those cultural treasures should entitle broader support and promotion.
MASS MEDIA
: Puerto Naranja has 3 national TV networks and two local TV stations in Monteagudo and Coruña de Indias.
WNARTV – Channel 2 WPTOTV – Channel 4 WUNITV – Channel 13 WAGUTV – Channel 21 WCORTV – Channel 25
: has a major penetration in households, with concentration in major urban centers and higher income groups. Most hotels provide Wi-Fi and in-room Cable TV service, which includes most global TV channels.
: There are four national networks, including FM news station “On the Clock”. There are also 27 local radio stations.
: Four national newspapers with a circulation between 50.000 and 180.000 units: “The Vanguard” (conservative), “The Watcher” (liberal), “The Morning Scream” (free easy reading), “Diario del Puerto” (financial daily) and 5 local newspapers: “Monteagudo Herald”, “Massive Coruña”, “Voice of Petolique”, “Floating” (City of Marismas) and “Palm Shade” (City of El Palmar).
: Six national magazines: “The Price of Naranjas” (economy and finance), “Petronaranjas” (oil industry) and “Banalidades” (women’s magazine: fashion, decoration, kitchen, social), “Eventos” (weekly event directory), “Women & Men’s Health”, “Sports PN”.
ADVERTISING
Most multinational advertising agencies have presence in Puerto Naranja.
Advertising investment growth outpaces inflation. Total advertising investment in 2011 was US$923.000.000.
TV coverage: 87% of households.
Radio coverage: 98% of households.
TELEVISION – DAYTIME RATINGS
MEN – AGE 25/49
|
CANAL |
SHARE |
RATING |
|
WNARTV – Channel 2 |
24.4 % |
4.8 |
|
WPTOTV – Channel 4 |
27.4 % |
5.2 |
|
WUNITV – Channel 13 |
24.7 % |
4.8 |
|
WAGUTV – Channel 21 |
17.6 % |
2.8 |
|
WCORTV – Channel 25 |
5.9 % |
1.6 |
|
TOTAL |
100 % |
19.2 |
WOMEN – AGE 25/49
|
CANAL |
SHARE |
RATING |
|
WNARTV – Channel 2 |
26.4 % |
7.0 |
|
WPTOTV – Channel 4 |
29.5 % |
7.8 |
|
WUNITV – Channel 13 |
28.2 % |
7.4 |
|
WAGUTV – Channel 21 |
10.4 % |
2.4 |
|
WCORTV – Channel 25 |
5.5 % |
1.2 |
|
TOTAL |
100 % |
25.8 |
TELEVISION – PRIMETIME RATINGS
MEN – AGE 25/49
|
CHANNEL |
SHARE |
RATING |
|
WNARTV – Channel 2 |
27.2 % |
17.4 |
|
WPTOTV – Channel 4 |
21.4 % |
13.6 |
|
WUNITV – Channel 13 |
33.0 % |
21.0 |
|
WAGUTV – Channel 21 |
13.7 % |
6.4 |
|
WCORTV – Channel 25 |
4.7 % |
5.0 |
|
TOTAL |
100 % |
63.4 |
WOMEN – AGE 25/49
|
CHANNEL |
SHARE |
RATING |
|
WNARTV – Channel 2 |
31.4 % |
24.0 |
|
WPTOTV – Channel 4 |
25.8 % |
19.8 |
|
WUNITV – Channel 13 |
29.1 % |
22.2 |
|
WAGUTV – Channel 21 |
9.4 % |
6.6 |
|
WCORTV – Channel 25 |
4.3 % |
7.2 |
|
TOTAL |
100 % |
79.8 |
RATES WNARTV (30”) – Channel 2
DAYTIME – MONDAY TO FRIDAY
|
PROGRAM |
SCHEDULE |
RATE US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
International News |
6:00 |
30 |
0,4 |
0,1 |
0,4 |
|
Cartoons |
8:00 |
100 |
1,4 |
1,2 |
0,3 |
|
Soap opera “Ruthless Lover” |
9:00 |
200 |
2,9 |
0 |
1,9 |
|
Soap opera “Kisses of Fire” |
10:00 |
400 |
5,8 |
0 |
4,8 |
|
Series – “Bewitched” |
11:00 |
400 |
5,8 |
0 |
4,6 |
|
Noon Show |
11:30 |
500 |
7,2 |
0 |
6,9 |
|
Soap opera “La Pelotera” |
13:00 |
1.000 |
14,4 |
0 |
10,6 |
|
Soap opera “Doomed Love” |
14:00 |
1.000 |
14,4 |
0,4 |
10,8 |
|
Series – “I love Jeannie” |
15:00 |
500 |
7,2 |
3,5 |
6,8 |
|
Contest – “I’d better stayed home” |
15:30 |
625 |
9,0 |
4,1 |
8,2 |
|
Forum – “Christina” |
16:00 |
600 |
8,6 |
3,3 |
7,5 |
DAYTIME – SATURDAY
|
PROGRAM |
SCHEDULE |
RATE US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
Cartoons |
6:00 |
50 |
0,7 |
0,5 |
0,2 |
|
Cartoons |
9:00 |
300 |
4,3 |
4,1 |
2,2 |
|
Wrestling |
11:30 |
800 |
11,6 |
2,3 |
11,3 |
|
Movie |
13:00 |
750 |
10,9 |
8,5 |
9,1 |
|
Series – “Dinosaurs” |
15:00 |
400 |
5,8 |
5,4 |
2,3 |
|
Family Show – “Sensational Saturday” |
15:30 |
600 |
8,7 |
8,5 |
8,3 |
RATES WNARTV (30”) – Channel 2
DAYTIME – SUNDAY
|
PROGRAM |
SCHEDULE |
RATE US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
Series – “Chícola and the Band” |
8:00 |
100 |
1,2 |
1,1 |
0,2 |
|
Kids program – “Starburst” |
9:00 |
400 |
4,9 |
4,9 |
1,2 |
|
Series – “The Three Sturges” |
11:00 |
725 |
9,0 |
8,7 |
3,2 |
|
Wrestling |
11:30 |
875 |
10,8 |
3,3 |
8,9 |
|
Football |
13:00 |
800 |
9,9 |
8,5 |
9,8 |
|
Series – “Bonanza” |
14:00 |
700 |
8,6 |
4,4 |
7,5 |
|
Series – “Sandokan” |
14:30 |
500 |
6,2 |
5,9 |
3,4 |
|
Series – “El Coyote” |
15:00 |
500 |
6,2 |
6,1 |
5,8 |
|
Series – “Super Condor” |
16:00 |
500 |
6,2 |
6,2 |
4,5 |
RATES WNARTV (30”) – Channel 2
PRIMETIME
|
PROGRAM |
DAY |
SCHEDULE |
RATE US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
News |
Mon / Fri |
17:00 |
1.600 |
17,9 |
1,2 |
15,6 |
|
Series: Journalist report – “Free for all” |
Mon / Fri |
18:00 |
1.800 |
20,1 |
5,3 |
19,2 |
|
Soap opera – “Passion in the Orchard” |
Mon / Fri |
18:30 |
2.150 |
24,0 |
1,3 |
22,0 |
|
Soap opera – “Tilted Rose” |
Mon / Fri |
19:00 |
2.300 |
25,7 |
1,4 |
23,2 |
|
Movie |
Monday |
20:00 |
1.800 |
20,1 |
19,8 |
18,7 |
|
Educational program – “Trivia” |
Tuesday |
20:00 |
2.200 |
24,5 |
22,3 |
23,4 |
|
Musical – “Cheverísimo” |
Tuesday |
20:30 |
2.250 |
25,1 |
24,2 |
24,9 |
|
Humor magazine – “What a riot!” |
Tuesday |
21:00 |
3.000 |
33,5 |
20,1 |
32,4 |
|
Movie |
Wednesday |
20:00 |
1.700 |
19,0 |
17,8 |
18,2 |
|
Humor – “Don Cheto’s sweet neighbor” |
Thursday |
20:00 |
2.500 |
27,9 |
26,3 |
14,2 |
|
Series – “Welcome” |
Thursday |
20:30 |
2.000 |
22,3 |
18,4 |
20,5 |
|
Series – “Big Bang Theory” |
Thursday |
21:00 |
1.500 |
16,7 |
12,8 |
14,3 |
|
Movie |
Friday |
18:00 |
1.000 |
11,2 |
5,3 |
10,2 |
|
National news |
Mon / Fri |
22:00 |
1.500 |
16,7 |
1,2 |
16,5 |
|
International news – “Univision” |
Mon / Fri |
22:30 |
750 |
8,4 |
2,3 |
8,3 |
|
Sábado Gigante |
Saturday |
17:30 |
2.250 |
25,1 |
18,7 |
24,9 |
|
Educational – “Exploring the Cosmos” |
Saturday |
21:00 |
1.800 |
20,1 |
12,9 |
18,6 |
|
Interview – “Confidences” |
Saturday |
22:00 |
1.500 |
16,7 |
2,4 |
15,9 |
|
Musical Magazine – “Sensacionalísimo” |
Sunday |
17:00 |
1.250 |
13,9 |
9,2 |
5,6 |
|
Series – “Blue collars” |
Sunday |
18:00 |
1.200 |
13,4 |
1,3 |
12,8 |
|
Series – “The Avengers” |
Sunday |
19:00 |
1.300 |
14,5 |
1,8 |
12,2 |
|
Journalism report – “First Shot” |
Sunday |
20:00 |
1.750 |
19,5 |
2,3 |
18,2 |
|
“Puerto Naranja Got Talent” |
Sunday |
21:00 |
2.200 |
24,5 |
1,1 |
22,4 |
|
Musical Videos |
Sunday |
22:00 |
1.500 |
16,7 |
1,2 |
14,3 |
RATES WPTOTV (30”) – Channel 4
DAYTIME – MONDAY TO FRIDAY
|
PROGRAM |
SCHEDULE |
RATES US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
International News |
6:00 |
150 |
2,6 |
0,2 |
2,6 |
|
Cartoons |
8:00 |
250 |
4,4 |
4,2 |
0,8 |
|
Series – “El Chavo del Ocho” |
8:30 |
300 |
5,3 |
0,3 |
1,1 |
|
Soap Opera “Women’s Guilt” |
9:00 |
350 |
6,1 |
0,1 |
5,8 |
|
Soap Opera – “Sofia La Belle” |
10:00 |
450 |
7,9 |
0,2 |
7,6 |
|
Morning Show |
11:00 |
500 |
8,8 |
0,1 |
8,8 |
|
Soap Opera – “I like you, Baby” |
13:00 |
500 |
8,8 |
0,1 |
8,7 |
|
Soap Opera – “Zaida Morena” |
14:00 |
500 |
8,8 |
0,2 |
8,8 |
|
Kids Program – “Playful Gnomes” |
15:00 |
700 |
12,3 |
8,7 |
5,4 |
DAYTIME – SATURDAY
|
PROGRAM |
SCHEDULE |
RATES US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
Cartoons |
6:00 |
250 |
4,0 |
2,1 |
0,1 |
|
Cartoons |
8:00 |
600 |
9,6 |
9,5 |
2,2 |
|
Series – “Star Trek” |
10:30 |
700 |
11,2 |
6,6 |
9,8 |
|
Series – “Tarzan” |
12:00 |
300 |
4,8 |
3,1 |
2,2 |
|
Series – “Voyage to the bottom of the sea” |
12:30 |
350 |
5,6 |
3,2 |
4,8 |
|
Series – “Wonder Woman” |
13:00 |
350 |
5,6 |
2,1 |
5,2 |
|
Movie |
15:00 |
600 |
9,6 |
8,5 |
4,9 |
RATES WPTOTV (30”) – Channel 4
DAYTIME – SUNDAY
|
PROGRAM |
SCHEDULE |
RATES US$ |
HOUSEHOLDS |
12/17 |
25/49 |
|
Cartoons |
6:30 |
200 |
3,4 |
2,1 |
0,2 |
|
Cartoons |
7:00 |
500 |
8,5 |
7,8 |
1,3 |
|
Series – “El Chavo del Ocho” |
10:00 |
500 |
8,5 |
8,4 |
2,9 |
|
Series – “Star Trek” |
10:30 |
700 |
11,9 |
8,8 |
6,4 |
|
Series – “Tarzan” |
12:00 |
300 |
5,1 |
3,2 |
2,1 |
|
Series – “Voyage to the bottom of the sea” |
12:30 |
300 |
5,1 |
3,3 |
2,0 |
|
Series – “Wonder Woman” |
13:00 |
300 |
5,1 |
2,1 |
5,1 |
|
Movie |
15:00 |
600 |
10,2 |
8,4 |
3,8 |
RATES WPTOTV (30”) – Channel 4
EARLY FRINGE
