Project description
You work for a publicity firm that has been hired by the next teen heartthrob to do the publicity for his record release and tour launch. Your team is tasked with buying magazines for this campaign. The target market for the campaign are girls between the ages of 12 and 17. Write answers to questions 3, 4 and 5.
1. Using the MRI Pocketpiece identify three magazines that serve this target market.
2. Locate the media kit (or advertising kit) for each magazine.
3. Using the media kit calculate the price for three full page black and white (if available) and three full page color ads, in three consecutive issues of the magazine.
4. Based on your research what is the reach of this campaign?
5. What is the total cost of the campaign (3 full page ads in three different magazines, show three times)
6. What did you learn from this assignment about media buying?
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Here is the Media Kit link:
TEEN (12-17) 2014
Audience (000) Readers Per Copy Median Age Median Household Income Print + Digital Audience (000)
Magazine Circulation (000) (*) Teen Men Women Teen Men Women Teen Men Women Teen Men Women Teen Men Women
Total Teen Population N/A 24570 12604 11966 15.1 15.1 15.1 66585 67817 65386
Cosmopolitan 2,661 * 771 75 696 0.29 0.03 0.26 16.4 17.2 16.3 58849 103083 58568
Game Informer 5,650 * 3002 2582 420 0.53 0.46 0.07 15.2 15.2 15.1 44705 45721 39604
Glamour 2,255 * 990 66 924 0.44 0.03 0.41 15.7 13.8 15.8 59994 82306 58696
In Style 1,672 * 656 135 521 0.39 0.08 0.31 16 17 16 65808 44163 66832
J-14 245 * 1177 166 1011 4.8 0.68 4.13 14.5 13.7 14.6 50592 55493 39381
National Geographic 3,617 * 2256 1160 1096 0.62 0.32 0.3 14.8 15.2 14.4 62559 75460 60263
National Geographic Kids 1,164 * 1636 580 1056 1.41 0.5 0.91 14.1 14 14.1 51420 47643 60797
People 3,560 * 2609 539 2070 0.73 0.15 0.58 15.3 15.2 15.3 65653 77790 64631
Popstar! 112 1510 171 1338 13.48 1.53 11.95 14.3 12.9 14.4 46726 49047 43682
Reader’s Digest 5,097 * 887 300 587 0.17 0.06 0.12 15 14.7 15.6 59482 77973 49459
Rolling Stone 1,440 * 826 359 466 0.57 0.25 0.32 15.7 16.3 15 37830 49385 37046
Seventeen 1,923 * 2561 227 2334 1.33 0.12 1.21 15.7 14.7 15.7 56092 44965 64333
Sports Illustrated 3,119 * 1649 1393 256 0.53 0.45 0.08 15.2 15.1 15.8 79589 78895 82992
Sports Illustrated for Kids 649 * 1166 922 244 1.8 1.42 0.38 13.8 14.1 13.1 64585 65516 52298
Teen Vogue 984 * 1532 137 1396 1.56 0.14 1.42 15.4 17.3 15.2 62699 41729 66810
