Assignment: Media Planning and Strategy Focus
For this exercise, you will first read an expert's evaluation of two travel sites' media strategies- Expedia.com and Priceline.com. You can find the article in the Week 3 folder. After reading the article, provide your answers to the following questions in the submission area within this folder. Make sure you integrate information from the article and from the chapter readings into your answers. Be thorough but concise.
1. Focusing on their broadcast media (or television strategy), what were the main media vehicles that each travel site used to place their commercials?
2. What do the media vehicles chosen by each travel site tell you about their target market?
3. According to the info presented in the article, which travel site do you think had the best Reach? Briefly explain why.
4. Which scheduling method would you recommend for these two companies? Briefly explain why.
5. Do you think the media vehicles chosen by each travel site supported their creative strategy?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.