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Developing a Print Media Plan

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1. American Express wants to launch a Delta Air Lines Gold financial card to target prospects that are male or female and are high-value frequent business travelers, who have already shown they are willing to pay nearly $400 for a financial card. Amex has asked you to develop a print media plan that would use magazines to reach prospects in the top Delta Air Lines hubs of Atlanta, GA, New York, NY, Cincinnati, OH, and Salt Lake City, UT. Using SRDS or other available media planning tools, identify at least one regional consumer or business publication in each market and explain, in a report to AMEX, why you chose the ones you did for each market.

2. You are the advertising manager of a mail-order operation selling collectibles. You have been successful in magazines offering a series of historic plates. You have never used newspapers, but now you have a $75,000 budget to test the medium. Outline a newspaper test plan including the cities you would test, whether you will run your test in the Sunday edition or weekday edition, or both, and at what time of the year you will run your test. Explain why you developed the newspaper test plan you did.

Stone, B., & Jacobs, R., (2008). Successful direct marketing methods (8th ed.). New York, NY: McGraw-Hill Publishing.

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The response provides you a structured explanation of a Print Media Plan . It also gives you the relevant references.

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1. The first business publication selected in the Atlanta Market is Atlanta Business Chronicle. Advertising in the Atlanta Business Chronicle will enable advertising in 40 other local business owners by American City Business Journals at concessional rates. Advertising in the Atlanta Business Chronicle will give American Express access to high-value frequent flier business travelers who are likely to buy the Delta Air Lines Gold financial card. The readers of Atlanta Business Chronicle travel frequently for business and can afford paying $400 for the financial card. In New York City, the magazine where American Express should advertise is Crain's New York Business. The readers of Crain's New York Business cover Wall Street, media, real ...

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