Recommendations for Using a Combination of Mass Media for Advertising and Publicity

This document provides recommendations for using a combination of mass media for advertising and publicity for a company. It discusses the allocation of budget, selection criteria, target audience, and provides examples of ads for each medium used. The document also includes a rationale for the allocation of budget and the hook used for each medium.

Running Head: MARKETING MANAGEMENT
Topic- Recommendations of using a combination of mass media for advertising and publicity for
a company
Student name
University name
Author notes

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Advertising for a Senior Portrait Business
Media project
Table 1: Allocation of total budget
Media projects $ %
Advertising $10,000 2%
Publicity $5000 1%
Total budget $5,00,000 100%
Rationale for allocation of budget
 Present day business succeeds only when the consumer focus is higher. That is, present
day businesses are more valued based where focus is people-driven instead of output-
driven (Subramanian 2018). The Harvard business Review study reveals that small and
medium start-up firms need to invest around 1% of their total budget in advertising and
promotions.
 Keeping this in mind, the fund of $5,00,000 (assumed to be gained from lottery game by
Joe Mansfield) is allocated among advertising and publicity promotional tools in the
ration 2:1. As this is a start-up, advertising needs to be robust to reach all targeted
consumers and starting with the common high school event will be much easier.
 Advertising fund is higher that publishing fund because of higher competition and
advanced technologies (Burmester et al. 2015). Use of good equipment and software
would increase advertising costs considerably. When advertising is successful publicity
an be done through word of mouth to a great extent.

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Advertising
Table 2: Allocation of advertisement budget
Promotional tools $ % Impression/ click
estimation
Facebook $4000 40% 300
Instagram
Pinterest
YouTube $6000 60%
Total advertising budget $10,000 100%
Rationale for allocation of advertising budget
 Advertising is mainly based on social media advertising on Facebook and mass media
advertising on YouTube. As this is mainly focused on a school event promotion so
Facebook and YouTube are emphasized keeping the young millennials in mind.
 A total of $4000 is allotted to Facebook promotions because having a company Facebook
page will do the required task.
 Whereas in YouTube the budget required is higher because advertising cost in YouTube
is higher. So, a total of $6000 budget is allocated for YouTube promotions.
Selection criteria and target audience
 The target audiences are mainly of the age group 16-18 years old of high schools;
however, their parents could also be targeted and events could be any sports events,
cultural events, scholarship events or could be any after-school activity.

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 The advertising tool of Facebook will be much beneficial here because present-day kids
and teenagers are more social-media friendly and creation a Facebook account is a good
initiative to reach them profoundly. A custom tab in the FB homepage will help in better
promotions of offers and in highlighting the major attractions of the photography
company. However, the boost post option should be avoided greatly.
 According to AdWords every view of the ad costs around 25 cents. In this regard,
considering the locality of Pierce County, other than Everett, would be economical as it is
near his office and residence. Targeting the teenage groups around 6% of the total
population of the Pierce County could be targeted. And the total targeted advertising cost
of $10,000 is in line with the targeted audiences.
 In case of YouTube, among the three types of YouTube Advertising ads namely
TrueView in-stream ads, discovery ads and bumper ads, True view in-stream ads is
chosen for this senior photography business start-up as it is more economical than the
other two.
Example of the ads for each of the medium used
Facebook
“This is you time….to be fun…to be bold…and above
all to be yourself…”
Call 001-23438299
Get 50% off on your first session…hurry Summer
bookings open now. For more details and instant

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updates hit the bell icon to subscribe now.
YouTube
Content and appeal should be high on YouTube as
most YouTube users are keener to skip ads while
watching a video. Here the content should be such that
it includes all relevant areas of consideration for the
business, like business scope, main motive of the
business, location, business hours, contact details and
most important its USP of high quality in low cost. The
beauty of the video should be omni-present all through
the ad time and long worn-out messages should be
avoided. The ad will include mainly pictures that will
depict the story. Having Google AdWords account will
be beneficial in this regard. Vlog in in-stream
placement will help in adding effectiveness to the ad.
Rationale of the ad used
 Facebook offers the most precise demographic targeting along with increased cost
effectiveness and budgetary control on ad spending (Subramanian 2018). So, it is the
most effective platform for new start-ups.

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 The importance of YouTube has not reduced even after increased social media platform
influences like Instagram, twitter etc. Google’s AdWords provide the most optimal and
cost effective in-stream video ads for every type of business.
Publicity
Table 3: Allocation of publicity budget
Promotional tools $ % Est. of impressions
Facebook $2000 40%
Instagram
Pinterest
YouTube $3000 60% 100
Total publicity
budget
$5000 100%
Rationale for budget allocation
 Publicity is not as costly as advertisement and can be at times free of cost (Subramanian
2018). That is budget allocation in publishing should be lower than advertisement. Here
also publishing budget is lower and is $5000 in total, where $3000 is allocated for
Facebook Publicity and the rest $2000 for YouTube promotions.
 The $3000 YouTube budget could be used in opening a new YouTube channel and
photography videos can be posted in the channel. In this regard, Vlogs of daily business
activities can be posted within the budget.
Description of the hook for each medium used

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 Collaboration with other well known and established YouTubers in this field could be
added advantage in having quick recognition in market. For example, here the biggest
YouTube Vlogger, Casey Neistat, could be contacted and a promo video shoot with him
could increase YouTube followers or may even make the video viral. Casey may be
interested because of the genre of photography business as he himself is interested in
creativity and influential collaborations. Casey’s effect can be global and potential
consumers from outside Joe’s area of living could also come to know about Joe’s new
business to the earliest.
 In case of Facebook a separate community page will do the job where only senior school
goers will be active members. All active community members will be provided free first
photography and henceforth the followers will gradually increase. In this regard, a photo
collage of stunning quality photographs can act as the hook of attracting leads.
Rationale for the hook
 In YouTube the ad placement can be found daily for nearly 10 seconds during peak
hours from 6-9 pm.
 In case of Facebook there is no time limitation and can be accessed only if there is
Facebook account (Burmester et al. 2015). However, ads will change as per seasons,
events and the most recent event according to timeline will be available in the front
page.

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References
Burmester, A. B., Becker, J. U., van Heerde, H. J., and Clement, M. 2015. The impact of pre-and
post-launch publicity and advertising on new product sales. International Journal of Research in
Marketing, 32(4), 408-417.
Subramanian, K. R. 2018. Social Media and the Word of Mouth Publicity. Science, 3(2), 95-100.

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