Reference no: EM133768529

Case: You are working in an advertising agency. You are in charge of a media plan for your client, Leon's. Leon's Furniture Ltd. is a Canadian furniture retailer which first opened its store in 1909 in Welland, Ontario. Leon's Furniture markets mid-range furniture, appliances and electronics; some items are discount, and some stores contain high-end showrooms with higher-priced items available. Although their prices range, they offer a lot of financing options which makes it easy to buy from them versus other furniture stores that require customers to pay everything up front.

Leon's is launching a Spring campaign to promote their 2024 patio furniture collection.

The marketing campaign slogan is:
"Create your dream outdoor oasis!"

ASSUME NO PANDEMIC/NO COVID
Your budget is: $500,000. Note, you do not need to spend all of it.
Your target consumer is:
? Demographics: Men and Women, aged 45-55, medium-income.
? Geographics: Canadians, live in sburban areas of Toronto such as Vaughan and Brampton. Some have immigrated to Canada from warmer countries.
? Psychographics:
? Lifestyles: White and blue-collar workers, including middle management, teaching, and trades jobs such as contractors.
? Interests: Interested in functional furniture for their whole family.
? Activities: Hosting family BBQs, playing in their backyard with their children.
? Opinions: They believe it is important to spend time with family and friends. They also believe Canada has a cold climate, so they appreciate being outdoors while the weather is warm.

Your client wants your help choosing 3 types of media from the list below:
? Print Media Choices
? Newspapers
? Magazines
? TV Choices
? TV Commercials
? Radio Choices
? Radio Commercials
? Out-of Home Choices
? Outdoor Advertising (Posters, Billboards, etc..)
? Transit-specific Advertising
? At-Retail-specific Media
? Direct Response Media Choices
? Direct Mail
? Interactive Media Choices
? Online Advertising (Web Banners, Video Advertisements, etc.)
? Social Media-specific Advertising
? Experiential Marketing Choices
? Events
? Sponsorship-specific Events

PART 1: CHOOSING YOUR MEDIA (14 marks)
1. Choose 3 of the media listed to recommend to your client. Consider your target market above, and explain in detail, why you made these choices for them. Describe which exact type of media in each of the categories that you would select and explain why this would be a good fit for your target market.
Note, you can choose more than one type.
For example, you may choose to advertise in a print magazine and a print newspaper - these would count as two different media choices.
Also, please be specific. For example, if you choose magazines, which magazines did you select? What type of spread? Where would you place the advertisement? If you choose interactive digital marketing, which websites would you use and why? etc.

2. Give two specific examples of specific types of advertising media that you would NOT use for your target segment and explain in detail why these would not resonate with your audience.

3. Explain why it is important that all the advertisements must have coordinated media selections and a consistent look.