Professional Documents
Culture Documents
On
the
other
end
of
the
spectrum,
the
medium
that
received
the
lowest
shares
was
SOCIAL
MEDIA.
The
reason
we
put
the
lowest
amount
of
funds
($8,000
or
1%)
into
social
media
is
because
we
want
to
use
social
media
as
an
information
center
only.
If
our
audience
has
questions
about
the
new
arena,
or
wants
more
details,
they
are
directed
to
visit
our
social
media
sites
for
more
information.
This
is
the
only
thing
we
will
use
social
media
for.
The
$8,000
allotted
will
go
only
towards
creating
page
content
and
managing
the
social
media
pages
(no
paid
for
or
promoted
posts).
We
chose
this
because
it
is
a
platform
that
is
content
and
information
rich.
WHY
NOT
SPORTS
RADIO?
Sports
Radio
has
a
high
media
index
number
for
NASCAR
Fans,
but
we
chose
not
to
use
it
because
in
the
end,
when
analyzing
the
raw
numbers,
it
was
an
inefficient
vehicle
based
off
of
the
price
it
took
to
deliver
impressions
(it
cost
twice
as
much
per
1000
impressions
as
the
most
expensive
CPM
medium
that
we
chose
for
our
campaign),
meaning
our
budget
runs
out
faster,
and
we
get
less
impressions.
2. Beyond
maximizing
the
number
of
NASCAR
Fans
impressions,
what
were
some
other
factors
that
you
took
into
consideration
when
determining
your
recommended
media
mix?
Some
of
the
other
factors
that
were
considered
when
determining
the
recommended
media
mix
include:
Campaign
Impact:
As
mentioned
before,
on
the
given
budget,
the
actual
impact
was
compared
by
looking
at
either
making
a
small
crack
in
a
lot
of
different
media,
or
making
a
large
flare
in
only
a
few
media
(if
you
cant
be
number
one
or
number
two
in
an
industry/subject,
then
your
returns
drop
off
greatly).
The
Goals
of
the
Campaign
(to
convey
a
complex
subject):
When
looking
to
convey
a
complex
subject/issue,
the
subject
needs
to
be
able
to
be
adequately
presented
and
viewers/audience
need
to
be
able
to
obtain
proper
information.
With
this
factor,
we
chose
to
use
LATE
NIGHT
TELEVISION
to
add
video
as
well
as
SOCIAL
MEDIA
to
add
an
information
center
and
extra
details.
Cost
efficiency,
index
numbers
and
raw
numbers
were
used
to
select
the
secondary
media
to
be
used
to
supplement
the
mass
outdoor
ads.
With
this
data
was
added
LATE
NIGHT
TELEVISION
and
TELEVISION
STATION
WEBSITES
because
they
were
less
expensive
per
1000
impressions,
giving
us
more
bang
for
our
buck,
and
most
importantly
delivering
large
amounts
of
NASCAR
fans.
3. If
FAST
could
solicit
the
donation
of
other
types
of
media,
what
other
media
vehicles
would
you
like
to
see
included
in
your
plan?
The
main
medium
that
we
would
request
to
be
solicited
would
be
transit
advertising.
It
would
be
a
great
combination
to
go
along
with
our
massive
takeover
of
outdoor
with
the
billboards
and
would
increase
our
impact
by
giving
us
complete
mindshare
of
anyone
that
leaves
their
house.