Absolut Vodka Media Plan 2019

The media plan will include an executive summary, brand history, buyer personas, market and competitor analysis, primary and secondary research, SWOT analysis, a full media schedule for a yearlong campaign, budget, the different media vehicles, and designed advertisements to run with the campaign. This media plan will focus on a target audience including both males and females ranging in age from 25-34. I want to focus on the young professional age groups. Using the information I know about Absolut, I will identify target geographical areas. For my primary research I am going to use surveys and focus groups in order to gage how the target audience feels about and responds to our product. I will also calculate reach, frequency, GRPS, and impressions for each of the ads run. By completing this media plan, I will gain a better understanding of how to identify a target audience and determine their needs. This project will combine what I’ve learned in both my creative and business classes as well as give me a chance to use my marketing minor.