Planning an Advertising Campaign - 671 Words

The Flamingo Grill is an upscale restaurant located in St. Petersburg, Florida. To help plan an advertising campaign for the coming season, Flamingos management team hired the advertising firm of Haskell Johnson (HJ). The management team requested HJs recommendation concerning how the advertising budget should be distributed across television, radio, and newspaper advertisements. The budget has been set at $279,000. In a meeting with Flamingos management team, HJ consultants provided the following information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad. Advertising Media Exposure Rating / Ad New Customers / Ad Cost / Ad†¦show more content†¦Flamingos management team accepted maximizing the total exposure rating, across all media, as the objective of the advertising campaign. Because of managements concern with attracting new customers, management stated that the advertising campaign must reach at least 100,000 new customers. To balance the advertising campaign and make use of all advertising media, Flamingos management team also adopted the following guidelines. †¢ Use at least twice as many radio advertisements as television advertisements. †¢ Use no more than 20 television advertisements. †¢ The television budget should be at least $140,000. †¢ The radio advertising budget is restricted to a maximum of $99,000. †¢ The newspaper budget is to be at least $30,000. HJ agreed to work with these guidelines and provide a recommendation as to how the $279,000 advertising budget should be allocated among television, radio, and newspaper advertising. Managerial Report Develop a model that can be used to determine the advertising budget allocation for the Flamingo Grill. Include a discussion of the following in your report. 1. A schedule showing the recommended number of television, radio, and newspaper advertisements and the budget allocation for each media. Show the total exposure and indicate the total number of potential new customers reached. 2. How would the total exposure change if an additional $10,000 were added to the advertising budget? 3. A discussion of the ranges for theShow MoreRelatedMarketing At Hardees Food Systems, Marketing Department From 1978-19891320 Words   |  6 Pagesin the strategic development and execution of advertising and promotional campaigns. Our field marketing structure divided the system into seven regions, and deployed a full complement of personnel in each region. I was Regional Director of Marketing, with six Marketing managers, and a regional advertising agency, Advertising Communications Incorporated (ACI). Our national agency, Benton Bowles (BB) supplied strategic direction, television planning and buying, and creative development. 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