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Paid Media American Legion

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Please assist with the following in relation to the American Legion.

Paid Media Objectives. These objectives are attributable and measurable for paid media alone. These objectives should be listed in terms of reach, frequency and other paid media measurements. They must align with the overall IMC objectives of your campaign.

Paid Media Strategies. Strategies here typically describe the types of paid media you plan to advertise in. This includes anything from banner advertising, to radio broadcast, to social media. It is tempting to leave traditional media out of the mix, but the best paid media buys combine traditional and online media. This can also include any paid influencer strategies you may have. In particular, take care to consider the following:
How can paid media boost the results of your earned and owned media components?
Where will your budget buy the strongest results?

Paid Media Tactics. These typically include the specific outlets, websites, and other channels you plan to buy in. This cannot simply be "women's magazines," for example. Cite the actual publication or site. For digital marketing, explain the parameters you will set if you cannot select specific sites geofencing, for example.

Rationale. Explain why you have created this specific media plan. Describe in detail:
How and why your target audience will respond to this plan.
How your paid media will boost other components of the IMC campaign.
How you chose the particular timing of the plan.
How the plan will contribute to the overall goals and objectives of the IMC campaign.

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Solution Summary

Paid media objectives, strategies, and rationale are discussed in a structured manner in this response. The related reference is also provided.

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American Legion
Paid Media Objectives:
The paid media objectives are to reach 2.5 million military personnel in the age group of 25 to 40 years. The frequency of exposure should be 3 times and the impact should be such that when the military personnel is surveyed they must know the three key benefits offered by American Legion after they retire. These objectives are aligned with the IMC objectives which are to persuade military personnel aged 25 to 40 years to join American Legion. The military personnel should be informed that the American Legion provides services that will support them in getting employment after service, housing, and medical care.
(see attachment for visual)
Earned Media vs. Owned Media vs. Paid ... onepitch.co

Paid Media Strategies:
The media strategy will be to combine traditional and online media. The traditional media will be in form of television advertising. There will be two types of channels that will carry the advertisements of American Legion (Hamburger, M. 2018). The first will be "military channels" on TV and the second will be the general interest channels on TV watched by military personnel of the age group 25 to 40 years.
(see attachment for visual)
Military Channel Info : Discovery Press Web press.discovery.com

Boost the results:
Paid media will boost the results of earned media and owned media in several ways. Paid media will spread awareness to the target audience about American Legion, broadcasting the benefits of access to employment, affordable housing, and medical care to military personnel and veterans in the age group 25 to 40 years. Paid media has the potential of reaching and attracting military personnel with golden handcuffs who are reaching 20 years of service and are contemplating retirement. Paid media will engage the target audience with American Legion. Paid media results will be measurable, convenient to use when a large number of retirements take place, and help maintain retirement relationships with military personnel. Paid media is cost-effective and timely. Paid media will greatly boost the results of my earned and owned media components.
(see attachment for visual)
AFN American Forces Network - Home ... facebook.com

Strongest results:
My budget will buy the strongest results in TV ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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