MEDIA MODEL DEVELOPMENT

Exposure Distribution Model, The Cenco Corporation

Strategic Communication Models by Burcu Arikan, 2008

INTRODUCTION

This project aims at illustrating the use of exposure distribution models to develop an efficient magazine/Internet media plan for Cenco Corporation, a U.S. gelatin dessert manufacturer.

In the past, Cenco's management has generally relied on ZTL, Inc., a media agency, to design and implement its media plans. For the Summer 2008, Cenco has allocated $7,500,000 for its Crown Gelatin advertising in national monthly or weekly magazines and in the Internet ($4,000,000 for magazines and $3,500,000 to be spent on the Internet).

The Brand Manager at Cenco has requested us to select an acceptable magazine/Internet schedule for Summer 2008 independently of ZTL, so they may be compared in terms of efficiency. To carry out this task, we decided to follow the Brand Manager's suggestions in this respect. The following pages address the specific issues associated with such undertaking.

Before moving to next steps, important considerations in media planning should be mentioned:

Reach= How many memebers of your target audience will be exposed to the advertising message.

Frequency= How many times the average target audience member will be exposed to your message.

GRPs= The total number of exposure delivered to the target audience.