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Sample Research Paper on Some Helpful Hints for Assignment #1

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Sample Research Paper on Some Helpful Hints for Assignment #1

Since we went through the assignment very quickly, let me add some helpers and thoughts to what I am looking for in each deliverable of the assignment.


#1 – I am actually asking for two things (and it is not very clear in the assignment).


The first item is determining the total share of voice. To do this, you would come up with the total spending for each of the five companies, and then determine each company’sshare of the total. So, if Company A spends $100 in total, and all the companies added together spend $1,000, then Company A’s share of voice would be 10% (100 divided by 1,000).


The second item is the share of each media by company – this would be calculating the media mix, or how much is spent (as a percentage) in each medium. If you look at the chart, it is taking each of their spending in a medium divided by that companies total spending. So, if a company spends $100 in total, and they spent $50 in magazines, the number you would put in the magazine box would be 50%. (50 divided by 100). Essentially, this is going across the chart for the calculation.


For this deliverable, you should prepare two separate charts. You can use what I provided for the second group; you will need to create a smaller chart for the first (which should include the brand, the total dollar spending, and the share percentage).


#2 –In this item, I am looking for each brand’s share of voice within each specific medium. So, this is going down: add up all the spending in a specific medium, and divide each brand’ spending in that medium into the total to get their share of voice.


#3 – After you have calculated the data, you need to use it to make media decisions. Looking at what is asked, you need to some research to both determine who is the target (prospective), and what media and elements would you recommend. You need to use the numbers you calculated to make your case why. For example, if thecategory leader uses magazines that could be a reason that you want to be in magazines.



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Sample Research Paper on Some Helpful Hints for Assignment #1

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