MEDIA PLAN:

Nissan

The
Splendid
Six:

Executive Summary:

Background: Nissan yearlong advertising campaign runs from April 2013

to March 2014.
Nissans campaign is primarily targeting African, Hispanic, and Chinese
millennial consumers ages 18-29 in the United States. This particular
campaign is aimed to help Nissan build awareness and lasting favorability
amongst African Americans, Hispanic Americans, and Chinese Americans.
The budget provided was $100 Million, with $15 million for production
and visuals and $85 million for the media plan.

Target: The target is Multicultural Millennials ages 18-29 in the African

American, Hispanic, and Chinese segment. Ideally, we are targeting 27
year old African American men, 25 year old Hispanic American women,
and 26 year old Chinese American women. This will help increase and
expand Nissans total Multicultural market share.

Media Plan: The $100 Million media budget is dispersed in different

mediums such as television, print, internet, OOH and radio.

SITUATION ANALYSIS

Industry Overview:
Nissans net revenues of 2.082 trillion, include an operating
profit of 150.4 billion and a net income of 85 billion.
Globally, sold a total of 1,056,000 vehicles in the first
quarter of fiscal year 2011, up 10.6% compared to the
same period in fiscal 2010.
A full time car manufacturer. An international corporation
that is committed to diversity because they are committed
to excellence.
Recent challenge is to create an IMC campaign that will
help build awareness and lasting favorability among
Hispanics, Chinese, and African American millennial
consumers.

Marketing Mix (4Ps)

Product:
Nissan is a full time car manufacturer and a international corporation.
Nissans produces electric cars, sports cars, SUVs, minivans, and
trucks in locations around the world
Place:
Nissans distribution channel consists of dealerships, online, and car
shows.
Customers are able to build their own Nissan on Nissans web-page.
Price:
Pricing varies because they have both used and new automobiles.
Customers are able to lease or buy their automobiles.
Nissan offers low interest financing during holiday months.
Their prices also varies based on the location of their dealership.

Promotion:
Nissan primarily uses television as its main medium for advertising.
Seasonally they offer different promotions.

Positioning

Previous Campaigns

Innovation for Endurance

Sponsorship with Heisman
and NCAA Football as well
as a football program.
Branding: attitudes,
performance, quality, and
style.

I Lost My Keys!
Guerrilla style marketing
campaign aimed at young and
hip generation that appreciates
SHIFT_The Way You Move
Highlights brand evolution,
shifting closer to current
campaign ideals.
Innovation for All
Old and Current campaign,
creating brand image of
innovative and cutting-edge
products.

Competitive Analysis:
Nissan competes with other Japanese (OEMs)
such as Toyota and Honda.
Chevy, Ford, and Hyundai also compete with
Nissan is the multicultural market share.
Analysis:
Compare ourselves to the main competitors to rise
above them.
Tell our customers why they should choose
Nissan over the competition.

Problems:
The Chinese market share has the greatest
challenge for the Nissan campaign.
Nissans multicultural market share has been
declining in the last past three years.
The recession is impacting the automobile
industry and sales have begun to plummet.

Opportunities:
Increase the MC market
share, so can become
leader in marketplace.
To build awareness of
lasting favorability among
target.
Create a MarCom plan
that will speak to target.
To evaluate diversity as
Nissans source of
strength.

ADVERTISING OBJECTIVES
AND
TARGET AUDIENCE

Marketing Objectives:
Increase Nissan's total multicultural share amongst target
market in the United States.
Maintain the message that Nissan is a pioneer and innovator
in automotive technology.
Increase multicultural sales volume by the end of the
campaign.
Attract potential multicultural consumers and sustain current
multicultural consumers.
Establish Nissan as the leading automobile choice for target.

Advertising Objectives:
To build further awareness and maintain the message of
Nissan amongst target.
To position Nissan as the ultimate automobile innovator.
To unify the Innovation for All, campaign with the
MC audience to increase awareness of the full line of
Nissan products.
To merge Nissan with the culture of the selected target
audience by running spots they relate to culturally.
To promote events that will collect public relation and
social media buzz.
Creating a memorable brand image.

Advertising Objectives
Rationale:
By building further recognition and awareness
through different media outlets of Nissan
amongst the multicultural market will help
affect consumers attitude and perception of
the brand.
Increasing awareness towards the multicultural
market will help improve Nissans current
market share of 13.04%.

Target Audience:
Objectives:
Nissans campaign is primarily targeting African, Hispanic, and Chinese millennial
consumers ages 18-29 in the United States.
General Beliefs/ Attitudes/ Values:
Life:
Believe in being yourself, being real, and unique.
Values importance of identity with country of origin.
Values passion and believes in pursuing their passions thorough education and
career.
Self-assured, confident, secure, and adventurous.
Love life and enjoy doing new, different, and fun things.

Brand/Product:
Purchase decisions are based on style, functionality, quality, and reliable, established
brands with good reputation.
Impact on the environment influences product choice.
Believes that brands are a part of their lives, but would rather be defined by choices
in music, art, etc.
It takes a case or incentive to get them to follow a mass brand.
Use social media and Smartphones to support and seek out brands.

Target Narrative- African

American:

Quincy Williams represents our primary

target audience in the African American

Quincy Williams represents our primary

target audience in the African American
multicultural group because currently on
average, married African American men are
the main consumer of Nissan products.
He is a single, 27 year old man who is
college educated and obtaining an income of
$30,000. He is middle class and currently
living in Atlanta, Georgia. He enjoys
meeting new people and networking. He is
very creative and considers himself a HipHop aficionado. By targeting Quincy
Williams, Nissan will be able to obtain a
more diverse consumer market.

Target Narrative- Hispanic

American:

Juanita Hernandez represents the

Hispanic-American market segment.

Juanita Hernandez is our primary

target audience in the Hispanic
American multicultural group because
on average, single Hispanic men are
the current consumer of Nissan.

Juanita is a married 25 year old

women with a college degree and an
annual income of $30,000. She is
middle class and living in Texas. She
is very family oriented and focused on
strong family ties and bonds between
her friends. She pursues challenges
and accepts change. By targeting
Juanita Hernandez as the
corresponding demographic, Nissan
will be able to obtain a more diverse
consumer market.

Target Narrative- Chinese

American:

Kim Liu represents the Chinese American

market segment.

Kim Liu is our primary target audience in the

Chinese American multicultural group
because more married Chinese Americans
purchase Nissan. As well, the current
majority of the target audience is Chinese
American women.
Kim Liu is a single 26 year old with a college
degress and an annual income of $30,000.
She is middle class and currently living in
California. She is very family oriented and
perceived to change. She is very savvy and
willing to try new things. By targeting
women like Kim Liu, Nissan will be able to
obtain a more diverse consumer market.

Target Rationale:
Targeting both men and women in each of the multicultural
groups will help us understand how to reach our target
audiences most effectively and sufficiently.
Main focus is to increase Nissan's multicultural market
share and encourage these individuals to choose Nissan as
primary automotive choice.
Target audiences demographics, psychographics, etc. assists
us in our marketing and advertising objectives.
Target audience to be aware of the brand attributes
The character profiles reflect the key characteristics of
target audience.
These target profiles will help us identify a better way to
reach target.

MEDIA OBJECTIVES

Media Objectives:
Purpose:
To increase market share across the multicultural targets.
To increase favorability amongst the multicultural target audience.
To build awareness of Nissan amongst 18-29 multicultural millennials.
Primary Target:
Expose the communication message to:
- Single male college-educated African Americans who are middle class
and an average income of $30,000.
- Married female college-educated Hispanic Americans who are middle
class with an average income of $30,000.
- Single male college-educated Asian-Americans who are middle class
male with an average income of $30,000.

Reach and Frequency:

To achieve a minimum frequency level of 3.0 throughout the campaign and

a maximum of 5.0 during our pulsing months amongst our target audience
during the campaign period.
To achieve a moderate level of 92.9% reach amongst African Americans,
Hispanics, and Chinese.
To obtain a maximum of 460 GRPS during the high months and a
minimum of 260 GRPS during the low months.

Rationale:
We chose a moderate reach and low to medium frequency due to Nissans
mature stage in the product life cycle. Re-targeting the brand to millennials
will help prevent an entrance into the declining stage.
We want to strive for an average of 3.0+ frequency with a 5.0+ frequency
on higher advertisement concentrated months because a 3.0+ is enough to
keep public awareness and 5.0 because it brings more attention to the
advertising, but doesnt over-extend itself or cause a wear-out.

Pulsing Schedule:
Use a pulsing schedule that is a combination of continuous and
fighting. Scheduling should be heavier during winter because of
Christmas and summer because of graduations and weddings. These
events cause a consumer to purchase a car more than the other
months. The remaining months will have a lighter schedule.
High months: June through August, December through February.
Low months: September through November, March through May
Timing: To schedule advertising to equal or exceed the individual
efforts of directly competitive brands during Nissans advertising
periods.

Creative Requirements:
To seek media that connects to the target audience
on a more cultural and personal level by
implementing usages of the languages and
cultural references of the target audience in
coherence with American values.
To seek media that offers maximum opportunity
to effectively portray the emotional aspect of the
relationship between Nissan and our multicultural
target.

Geographic Coverage:
African American:

Hispanic American:

South Region including West

South Central, East South
Central, and South Atlantic

Example DMAs:
Georgia:
Atlanta
Florida:
Tampa-St. Pete (Sarasota)
Miami/Ft. Lauderdale
Texas:
Dallas-Ft. Worth
Houston

Northeast Region and

Pacific Region
Example DMAs:
Texas:
Dallas- Ft. Worth
Houston
California:
Los Angeles
Arizona:
Phoenix (Prescott)

Chinese Americans:

Northeast Region and

Pacific Region
Example DMAs:
New York:
New York
California:
Los Angeles
San Francisco-Oak-San
Jose
New Jersey:
Philadelphia

*Based on our Simmons findings these are the top populations of each

Geographic Rationale:
Based on our findings these are the top
populations of each multicultural groups.
We have regions and specific DMA examples.
By targeting the high centralized areas of the
population by regions we can produce more
direct messages.

MEDIA STRATEGIES

Media Selections- African

American:
National cable:
National cable contains many of the media vehicles that are popular among this target audience. AfricanAmericans are also expected to consume this type of media in the upcoming year more than any other type.
Specific Media Vehicles: B.E.T. (The Game, 106 & Park), ESPN, Adult Swim (Family Guy,
The Boondocks)
Print:
In terms of print, most of our media dollars will focus on magazines, specifically General Interest
magazines and Mens magazines.
Specific Media Vehicles: Sports Illustrated, The Source, Maxim, GamePro, ESPN The
Magazine, Time, GQ
Digital Media:
Target audience is mostly concerned with social networking and general interest sites.
Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com, Twitter.com,
Youtube.com, Pandora.com, Weather.com, Google.com, ESPN.com, hulu.com

*Based on our Simmons findings these are the top TV

Media Selections- Hispanic

Americans:
Network TV:
Majority of media consumption by Hispanic Americans is through network television. For this
reason, we want to allocate adequate funds to network TV, especially in prime time.
Specific Media Vehicles: FOX (The Simpsons, Glee, House), The CW (90210)
National cable:
Cable television is also a major factor in Hispanic American media consumption. Many of the
Spanish-speaking channels, shows and other culturally relevant programming are featured on cable.
Specific Media Vehicles: Adult Swim (Family Guy), ABC Family (The Secret Life of
the American Teenager), E! (Keeping Up with the Kardashians), MTV (Jersey
Shore, The Real World) Univision (Noticero, Despierta America, Primer Impact
Extra), Telemundo (Noticero, Corazones, Caso Cerrado), MTV Tr3s
Digital Media:
Internet is used for their source of information. For this reason, we want to focus the digital media
aspects of our media plan for Hispanic Americans on the Internet.
Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com, Twitter.com,
Youtube.com, Pandora.com, Weather.com, Google.com, Zappos.com,
Huffingtonpost.com,

*Based on our Simmons findings these are the top

Media Selections- Chinese

Americans:
Digital Media:
Our focus for this segment, however, will be more on mobile devices and other
forms of technology as opposed to restricting much of our focus to the Internet.
Specific Media Vehicles: Amazon.com, Craigslist.com, Facebook.com,
Twitter.com, Youtube.com, Pandora.com, Weather.com,
Google.com, Ebay.com, gizmodo.com, cnet.com
Spot TV:
Local television plays a major role in helping Chinese Americans adjust to
American culture, specifically for the areas around them.
Cable TV:
Since we are targeting millennials, it is important to note that much of our target
audience is assimilated into American culture.
Specific Media Vehicles: Adult Swim (Family Guy), ABC Family (Pretty
Little Liars), MTV (Jersey Shore, True Life), TLC (Extreme
Couponing, Cake Boss)
*Based on our Simmons findings these are the

Media Selections- Combined:

Digital Media:
Our combined multicultural audience spends a lot of their time on the Internet.
They use social networking, e-mail, search engines, and online shopping. They use
their mobile devices, specifically smart phones to do the same activities.
Print:
We are using print advertising in magazines. The multicultural audience is young so
they like to keep up with trends by reading American magazines. There are general
and specialized magazines that can appeal to a wide-ranging audience.
Out of Home advertising:
We are using OOH because we can select which market areas we want the
advertisement in, meaning we can advertise in our specific DMAs. They are visual
stimuli that a variety of people is exposed to, not just multicultural millennials,
specifically. They also have a high reach and frequency for a large audience, which
works well for a national campaign that also seeks to increase its general market
share.

Selected Media Type

Weighting:

Print:
We chose to advertise through magazines and not newspapers because newspapers are cluttered, not
read thoroughly, and are not very popular with our target audience. Magazines offer special
opportunities to reach your specific target audience. The magazine is also portable, time independent,
and can be easily preserved and reread.

Television:
Television is the best way to reach a given target audience. As a group we chose to advertise in both
mediums, network TV and cable TV. These two mediums offer a variety of opportunities to reach our
three different target audiences. Cable TV is inexpensive and network TV can have a very large
impact. Also our young target audience consumes a high volume of television.

Out-of-Home:
We chose to advertise in OOH because this medium offers frequency and repetition to large audience
and at a low cost. This OOH medium will allow us to display a strong visual that will cover our three
different target audience.

Digital media:
We chose to use sponsored searches as the primary form of online advertising because it is the fastestgrowing. We will also use sites such as Facebook, Yahoo, Youtube, and other popular websites to
advertise.

BUDGET ALLOCATIONS

Media Types:
Budget of 85 Million
Percent of Budget per Medium:
Magazine:
(21%)
Television:
-Network TV
-Cable TV
-Spot TV
(51%)
(36%)
(5%)
(10%)
Digital Media:
(25%)
Out of Home:
(3%)
Other:
(2%)

Time Periods:
Percent of Budget from 85 Million
Months/Quarters
Q1= April, May, June:
(15%) $12750000 each month 4250000
Q2=July, August, September:
(40%) 34000000 each month 11333333
Q3=October, November, December:
(15%) $12750000 each month 4250000
Q4=January, February, March:
(30%) 25500000 each month 8500000

National vs. Regional/ Local

Coverage:

African Americans
(33%)

South Region

DMAs
Georgia:
Atlanta
Florida:
Tampa-St. Pete
(Sarasota)
Miami/Ft. Lauderdale
Texas:
Dallas-Ft. Worth
Houston

Hispanic Americans
(34%)

Chinese Americans
(33%)

Northeast Region and Northeast Region and

Pacific Region
Pacific Region
DMAs:
DMAs:
New York:
Texas:
New York
Dallas-Ft. Worth
California:
Houston
Los Angeles
California:
San Francisco-OakLos Angeles
San Jose
Arizona:
New Jersey:
Philadelphia
Phoenix (Prescott)

*Based on our Simmons findings these are the top populations of each
multicultural groups.

Nissan
Team Splendid
Student

Diana Prado

Professor

Scott Liu

Semester

Fall 2011
Target Demo: All Adults ages 18-34

Medium

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Total Across

Net TV-Prime

20

20

45

45

45

20

20

20

45

45

45

20

GRPS:

390

$(000)

459.9

459.9

1034.8

1034.8

1034.8

459.9

459.9

459.9

1034.8

1034.8

1034.8

459.9

COST:

8968.4

Net Cable-Prime

20

20

45

45

45

20

20

20

45

45

45

20

GRPS:

390

$(000)

285.3

285.3

642.0

642.0

642.0

285.3

285.3

285.3

642.0

642.0

642.0

285.3

COST:

5563.7

Magazines-Mens

10

10

20

20

20

10

10

10

20

20

20

10

GRPS:

180

$(000)

280.3

280.3

560.6

560.6

560.6

280.3

280.3

280.3

560.6

560.6

560.6

280.3

COST:

5045.6

Magazines-Womens

20

20

35

35

35

20

20

20

35

35

35

20

GRPS:

330

$(000)

468.2

468.2

819.4

819.4

819.4

468.2

468.2

468.2

819.4

819.4

819.4

468.2

COST:

7725.3

Magazines-General Interest

30

30

35

35

35

30

30

30

35

35

35

30

GRPS:

390

$(000)

589.8

589.8

688.1

688.1

688.1

589.8

589.8

589.8

688.1

688.1

688.1

589.8

COST:

7667.4

Internet-Keyword/Search

25

25

50

50

50

25

25

25

50

50

50

25

GRPS:

450

$(000)

591.3

591.3

1182.5

1182.5

1182.5

591.3

591.3

591.3

1182.5

1182.5

1182.5

591.3

COST:

10642.5

Internet-Trgtd Sites

20

20

50

50

50

20

20

20

50

50

50

20

GRPS:

420

$(000)

473.0

473.0

1182.5

1182.5

1182.5

473.0

473.0

473.0

1182.5

1182.5

1182.5

473.0

COST:

9933.0

Internet-Sponsorship

20

20

50

50

50

20

20

20

50

50

50

20

GRPS:

420

$(000)

473.0

473.0

1182.5

1182.5

1182.5

473.0

473.0

473.0

1182.5

1182.5

1182.5

473.0

COST:

9933.0

Spot TV-Early Fringe/News

15

15

15

15

15

15

GRPS:

90

$(000)

99.9

99.9

99.9

99.9

99.9

99.9

COST:

599.2

Spot TV-Prime

30

30

50

50

50

30

30

30

50

50

50

30

GRPS:

480

$(000)

471.8

471.8

786.4

786.4

786.4

471.8

471.8

471.8

786.4

786.4

786.4

471.8

COST:

7549.4

Spot TV-Late Fringe/News

20

20

30

30

30

20

20

20

30

30

30

20

GRPS:

300

$(000)

130.2

130.2

195.3

195.3

195.3

130.2

130.2

130.2

195.3

195.3

195.3

130.2

COST:

1952.7

Spot Cable

30

30

50

50

50

30

30

30

50

50

50

30

GRPS:

480

$(000)

243.8

243.8

406.4

406.4

406.4

243.8

243.8

243.8

406.4

406.4

406.4

243.8

COST:

3901.4

National Only Area

GRPS

164

164

330

330

330

164

164

164

330

330

330

164

GRPS:

2970

$(000)

3620.8

3620.8

7292.4

7292.4

7292.4

3620.8

3620.8

3620.8

7292.4

7292.4

7292.4

3620.8

Cost:

65479

Reach

75.2

75.2

88.4

88.4

88.4

75.2

75.2

75.2

88.4

88.4

88.4

75.2

Avg. Freq.

2.2

2.2

3.7

3.7

3.7

2.2

2.2

2.2

3.7

3.7

3.7

2.2

Spot Only Area

GRPS

95

95

129

129

129

95

95

95

129

129

129

95

GRPS:

1349

$(000)

945.7

945.7

1388.1

1388.1

1388.1

945.7

945.7

945.7

1388.1

1388.1

1388.1

945.7

Cost:

14002.8

Reach

55.4

55.4

62.4

62.4

62.4

55.4

55.4

55.4

62.4

62.4

62.4

55.4

Avg. Freq.

1.7

1.7

2.1

2.1

2.1

1.7

1.7

1.7

2.1

2.1

2.1

1.7

Spot + National
GRPS

259

259

460

460

460

259

259

259

460

460

460

259

GRPS:

4320

$(000)

4566.5

4566.5

8680.4

8680.4

8680.4

4566.5

4566.5

4566.5

8680.4

8680.4

8680.4

4566.5

Cost:

79481.8

Reach

86.8

86.8

92.9

92.9

92.9

86.8

86.8

86.8

92.9

92.9

92.9

86.8

Avg. Freq.

3.0

3.0

5.0

5.0

5.0

3.0

3.0

3.0

5.0

5.0

5.0

3.0

Evaluation:
This media plan has an effective reach and
frequency that will support our marketing,
advertising, and media objectives, strategies
and tactics.
Through better understanding of the MC
audience we can provide most efficient
message and deliverance to achieve marketing,
advertising, and media goals.