1. MEDIA PLAN:
Nissan
The
Splendid
Six:

2. Executive Summary:
• Background: Nissan yearlong advertising campaign runs from April 2013
to March 2014.
Nissan’s 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 Nissan’s total Multicultural market share.
• Media Plan: The $100 Million media budget is dispersed in different
mediums such as television, print, internet, OOH and radio.

3. SITUATION ANALYSIS

4. Industry Overview:
• Nissan’s 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.

5. Marketing Mix (4Ps)
Product:
• Nissan is a full time car manufacturer and a international corporation.
• Nissan’s produces electric cars, sports cars, SUV’s, minivans, and trucks in
locations around the world
Place:
• Nissan’s distribution channel consists of dealerships, online, and car shows.
• Customers are able to build their own Nissan on Nissan’s 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.

6. Positioning Previous Campaigns
“Innovation for Endurance” • “I Lost My Keys!”
• Sponsorship with Heisman Guerrilla style marketing
and NCAA Football as well campaign aimed at young and
as a football program. hip generation that appreciates
• Branding: attitudes,
performance, quality, and • “SHIFT_The Way You Move”
style. 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.

7. 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.

8. Problems:
• The Chinese market share has the greatest
challenge for the Nissan campaign.
• Nissan’s 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.

9. 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
Nissan’s source of
strength.

10. ADVERTISING OBJECTIVES
AND
TARGET AUDIENCE

11. 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.

12. 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.

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

14. Target Audience:
Objectives:
• Nissan’s 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.

15. 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 Hip-Hop aficionado.
By targeting Quincy Williams, Nissan will
be able to obtain a more diverse consumer
market.

16. 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.

17. 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.

18. 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.

19. MEDIA OBJECTIVES

20. 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.

21. 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 Nissan’s
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 doesn’t over-extend itself or cause a wear-out.

22. 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 Nissan’s advertising
periods.

23. 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.

24. Geographic Coverage:
African American: Hispanic American: Chinese Americans:
• South Region including • Northeast Region and • Northeast Region and
West South Central, Pacific Region Pacific Region
East South Central, and • Example DMAs: • Example DMAs:
South Atlantic Texas: New York:
• Example DMAs: Dallas- Ft. Worth New York
Georgia: Houston California:
Atlanta California: Los Angeles
Florida: Los Angeles San Francisco-Oak-San
Tampa-St. Pete Arizona: Jose
(Sarasota) Phoenix (Prescott) New Jersey:
Miami/Ft. Lauderdale Philadelphia
Texas:
Dallas-Ft. Worth
Houston
*Based on our Simmons findings these are the top populations of each multicultural groups.

25. 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.

26. MEDIA STRATEGIES

27. Media Selections- African
American:
National cable:
National cable contains many of the media vehicles that are popular among this target audience. African-
Americans 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 Men’s 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 spots

28. 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 TV spots

29. 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 top TV spots

30. 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 DMA’s. 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 it’s general market
share.

31. 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
fastest-growing. We will also use sites such as Facebook, Yahoo, Youtube, and other popular
websites to advertise.

32. BUDGET ALLOCATIONS

33. 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%)

34. 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

37. National vs. Regional/ Local
Coverage:
African Americans Hispanic Americans Chinese Americans
(33%) (34%) (33%)
• South Region • Northeast Region and • Northeast Region and
DMAs Pacific Region Pacific Region
Georgia: DMAs:
DMAs: New York:
Atlanta Texas:
Florida: New York
Tampa-St. Pete Dallas-Ft. Worth California:
(Sarasota) Houston Los Angeles
Miami/Ft. California: San Francisco-Oak-
Lauderdale Los Angeles San Jose
Texas: Arizona: New Jersey:
Dallas-Ft. Worth Phoenix (Prescott) Philadelphia
Houston
*Based on our Simmons findings these are the top populations of each multicultural groups.

38. 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

39. 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.