How do you prepare an ad plan that cost no more than $40,000?

I'm a student, and I need to make an mixed-media ad campaign to support a 3 days Presidential sale.

Where to begin. I would say that you could start with asking prices of local tv channels. Then do the math . You would have to hire a camera crew and the best would be to use local in house talent ( from the place you would be advertising for).
You could also do a full page ad inthe local newspaper and this would mean calling for prices and sometimes they will even design the add for you.
Try outdoor broadcasting (like a billboard)) this will cost the price of a design and rental and instaling fees.
GO the old school route and do a flyer in the local newspaper or handouts. this would mean designing something to be on a flyer and paying someone to hand it out ( check with local authorities as sometimes this may need a permit due to many people will throw them right ont he ground right after they walk away.

Besides this there are many different ways
Writing it in the sky with an airplane. A balloon campaign.
Think of the things you see everyday and use those.

Hi, you need to design a schedule, the schedule will display your marketing model, i.e, CPA, CPM activities if online,costs, & R.O.I and your offline schedule will of course detail your mailer packs and when they would be sent out.

I do have an online schedule if you want the template, just let me know and i will mail it to an e-mail of your choice.

T

I live in Hawaii. One thing that you see here (that I didn't see when I lived on the mainland) is people standing on the corners holding signs, banners, and waiving as people drove on their way to work and home, in T-shirts, costumes, you name it, you see it here.

I would also piggy-back on if there is a fair or event in your community with a large banner.

One final idea, if you have a large business community, have a type of appreciation luncheon or show, for example, set up an area where there are large office buildings and workers, give them a free sundae or pop-cicle with some music, or free music and say bring your sack lunch (and send it by fax to the offices, and put a poster in the local gyms), and have your information available about the appreciation event, and "sale."

Is it the plan or the campaign that costs $40,000 dollars? The plan is cheap. If you are referring to the campaign, then I would say that your teacher is completely unrealistic, unless you're talking about a very small campaign in Podunk. There must be a computer program at the agency into which you can feed info. If not, you can write one. Feed in: target group, population, what states, what sells well in one state and not in another, statistics from previous sales. What media is best for your audience: newspaper, radio, tv (probably a combination of all 3) What stations and papers appeal to and reach your audience? How many people do they reach? Use sources like Nielsen to back up your choices.

I used to be in advertising. It would take me 6 weeks to prepare the fall campaign for General Motors. Once I devised a good computer program, it took 15 minutes to run and pump out a choice of 4 campaigns for national coverage.

If there is an agency in your city, make an appointment with a media buyer, an account executive, and someone in creative. They could clear this up for you in no time.

Who is having this sale? What is their product?

One of the best places to put a print ad is in the weekend edition of the tv guide. Be sure you insert your ad at the appropriate time, so that people will see it before the sale.

WOW....good luck with that budget.....

any ways...if you need help...you must specify about your presidente...I mean...school president....University president....a nation or a country president....what exactly you are referring to?

If your are a marketing student you must be organized, specific and clear on your projects...because a presidential campaign for a small country..mmm...Honduras ....it will cost you about ....6 to 10 Millions....for a mix media advertising....a descent budget but still not enough to guarantee a winning....

You need to take this money and divide it evenly between television media, print, and radio. The sale doesn't last long enough to justify outdoor media such as billboards or bus panel advertising or even magazines.
So your budget is $13,333.33 for each of three media channels which is more than enough. You can get a 30 sec. televisioin spot produced starting at $1,500 and up. Of course this depends on the level of quality which is relative to the size and type of the retail outlet. For a local, independant shopping plaza, $3,000 is a good estimate for production. If this was for Kmart, or Walmart, the budget would be much higher, but that isn't reflected in your original budget. What you are going to do is hire your local cable network to produce the spot for you as opposed to hiring a production company. So with $3k spent on production you have $10k left for placement. Now depending on whether this is a local or national campaign your media placement dollars will be more or less effective. I'm assuming this is a local campaign because $40k just isn't enough to get good national coverage. You can look at my placement strategies at http://www.sciadusa.com/placement.html
What you need to do is a stair-stepping placement strategy where you will start the week before the sale with minor coverage and the ramping up to heavy coverage up to the day of the sale.
The cost of media placement is pretty cheap. You can place a commercial spot on your local cable network for $18 to $30 per impression depending on the channel. So for one spot to run on say CNN in local rotation one time is $18. I think Discovery Channel and USA network is in the $30 per spot range. Again this is for local coverage only, not national. So if you just want to average the price at say $24 you can get the spot to run 429 times divided across oh say 7 or 8 channels with the $10k left. Pick channels that you think your target market is likely to watch.
Now do the same thing with radio and print.
For radio, you'll spend $1-2k on production and placement varies depending on the daypart that you want the ad to run. Ideally you want the ad to run during the morning during heavy drive time and from 4-6pm during rush hour. Again, choose stations that reach your target audience. For this project just use the same placement costs as for cable television. That's still a lot of radio. For print, production is about $3-4k and placement in your local paper can vary. A full page newpaper ad can cost $8-10k depending on the distribution. One small local paper in my location charges $1,350 for a full page b/w ad. So if you use this guide, you can get a full page ad to run 6 times in a local paper which is just about right for this campaign. Once a day for 6 days. You could also use the stair-stepping placement strategy and start one week before the sale with 1/2 page ads in a couple of local newspapers at $600 each and ramp up to full page ads the day before and day of the sale.
You could add some PR to the campaign by sending press releases to each of the local news stations and asking for some coverage of the event.
Good luck.

oh, you might also want to add some $ for yourself for doing all this work. Didn't know if it was internal or external.

Do you have any templates or layouts ready ?
I can go on for ever on this but contact the paper and ask for the best deal on their remnant space and then knock off 30 %
because of the net they are taking a beating so they need you more than you need them

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