2. FUND PROPOSAL
MEDIA PLAN
Objectives
•
Reach 90% of target in 4 weeks
•
Stimulate awareness
Strategy
1. Media Mix
- Radio
- Television
- Newspaper
- Billboards
2. Media Vehicles
I. Radio
- RJR 94 FM – reach all age and socio-economic groups
-
FAME FM – reach younger members of the target
-
HITZ 92 FM – reach youth and young adults

3. -
IRIE FM – leader in the market
- deliver all ages and socio-economic groups
-
ZIP-103 - no. 2 radio station
- target youth market
-
LOVE 101 – high loyal religious audience
-
POWER 106 FM – talk radio, popular among mature audience
II. Television
CVM TV – no.2 free to air station
- some unique programs e.g. Royal Palm Estate and On-Stage
TVJ – no. 1 station
- several programs which deliver in excess of ½ million viewers e.g. School’s
Challenge Quiz, Rising Stars and Entertainment Report
III. Newspaper
Gleaner – highest readership
Observer – highly respected business features
Star – leading afternoon tabloid
3. Scheduling & Weighting
•
The campaign will run from May to November
•
Hiatus in September
•
Maintenance weighting throughout the campaign

4. •
Increased frequency in July and August
•
Media house will match placement hence doubling the frequency
BUDGET ESTIMATES
•
Rates applied relate to the lowest discount band of all media houses used.
MEDIA
$JA
RADIO
2,220,783
TELEVISION
1,599,696
NEWSPAPER
1,069,914
BILLBOARD
TOTAL
1,046,000
5,936,393