Boeing: Paid media objectives and execution
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Develop a media plan for Boeing that incorporates the use of paid advertising across traditional and digital media platforms. Please remember that a media plan is focused primarily on purchased media (time and space).
Your proposed Boeing media plan has three critical sections:
Measurable Paid Media Objectives. A bulleted list of focused, precise and measurable statements that specify desired paid media outcomes (e.g., reach and frequency, target allocation, cross-media action, etc.) you anticipate as a result of your media plan.
Detailed Plan for Paid Media Execution. Provide details on the paid media executions and the media tools needed (these are essentially your media buys). This section of your plan should have enough detail that a media buyer could execute it. Be sure to identify the recommended media categories, specific publications, channels, platforms, unit sizes, and timing (more on timing below).
Flow Chart. A schematic representation of the media plan timing for Boeing. There is no need to be overly specific; I just want to know you have an idea of when you would implement your tactics.
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Solution Summary
Paid media objectives and paid media execution for Boeing are discussed in a structured manner in this response. The related references are also provided.
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Measurable Paid Media Objectives for Boeing:
• Reach the CEOs of 58 US airline companies
• Frequency: 2 exposures for global flyers, 8 exposures for global airline CEOs, and 15 exposures for American airline CEOs
• Target allocation $ 90 million
• Cross-media action: CEOs of 58 US airlines and 1,500 CEOs of global airline companies.
• Persuade CEOs of at least 600 global airlines of the superiority of 777x folding wingtips, and new GE9X engines.
• Persuade CEOs of at least 85 global airlines of the economies of 777-9 with a capacity of 426 passengers and a range of 7,280 miles.
• Persuade CEOs of Chinese airlines, Air Canada, Alaska Airlines, Delta, and United to place orders for 737 MAX 10 because of lower trip costs
• Create awareness of technological superiority and cost savings of 737 MAX among 58 US airlines.
• Create ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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