Media Planning and Buying 1

Fall 2015

Media Recommendation
Instructor: Maram Alsehli
Renad Alsayed
Farah Adwan
Hanadi Ghuzze

THE TRENDYS PROFILE

Demographic:

LifeStyle

Media habits

Attitude

Psychographics:

Age: 19-35

People who love

to be trendy

Use Smart
phones

Following the
latest trend in
the market

Have a sociable
personality

Gender: Male,
Female
Middle to high
class
Married and
single

Following a lot of Have an

celebrities in social Accounts in
media
different social
media
Always Up to date
in social media
Prefer to shop
online
Willing to visit
public events
Like to try new
brands
Interested in
finding gifts in
occasion

Trying to be
original

Feels
confident by
wearing the
latest collection Experience new
thigns
Love to wear
everything that Interest in the
makes them
quality of the
feel comfort
products
Passionate
about watches

WHY WE CHOOSE THEM?

Based on many researches we found that they are the best

target
They are the most category of society that has interest in
the new fashion
In this age people are more flexible to change their attitude
toward purchase
They are much convincible than the older people
love the idea of wearing matching watches with their
partners such as married couples
Looking towards the celebrities fashion and the latest
trends.

ADVERTISING OBJECTIVES:

To spread Word of mouth about Shinola Watches to the first

collection in Jeddah by Create a brand awareness.
Drive sales in store

Parameters

Production

= FCB agency =100,000 in the 6 th of April

TV

The ad starts in 23 jun till 6 July

Khawater : 7500*14day= 105,000 SR
WIFI: 55000*14= 770,000= 875,000 SR

Social media

YouTube= 30,000 SR
Instagram= 10,000 SR
Snapchat= 30,000 SR

Event \9th July

The organization : 20,000 SR

5 free watches = 10,000 SR
30 Invitation cards = 450 SR
Event total cost = 30,4500 SR

Celebrities\9th of
July

Nuha Nabil: 19,242 SR

Hisham Alhowaish: 15,000 SR - 9th of July

OOH

60 screens around Jeddah = 680.000 SR

Celebrities Cost Description

Nuha Nabil

Hisham Alhowish

Ticket+ Hotel
= 15,000 SR

=4,242 SR

= 15,000 SR

BUDGET SUMMERY
Partner
Total spend
___________ ____________________________________

TV

875,000 SR

Billboard

680,000 SR

Instagram

10.000 SR

SnapChat

30,000 SR

YouTube

30,000 SR

Event + Gifts

30,4500SR

Celebrities

34,242 SR

Production

100,000 SR

= 2,063,742 SR

Strategies

Advertisement in different mediums

Events Main Gust: Nuha Nabil & hisham Alhowish

Special Promotions for the first people who enter
the event \

The first 5 customers will get free watches,

the rest 50% discount.

Overview of Consideration Set- media properties

Paid

Owned

Earned

TV- Billboards- Postersevent

Social media accounts

Section in Paris Gallery website-

Word of mouth- followersloyal customers brand

awareness

MEDIA RECOMMENDATIONS
Create national
brand awareness

High social
engagement

Lunching new line

Promotion in
stores

Paris Gallery
bonding with other
brands

Change the way of

brand image
advertising

Strategy

CONSIDERATION

set

Recommendation

TV & YOUTUBE IDEA

Show different shots of our targets

normal day.

BILLBOARD IDEA

#shinolainjeddah

INSTAGRAM IDEA

Various styles.