Absolut Vodka Media Plan 2019

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Maria Adams (Creator)
Appalachian State University (ASU )
Web Site: https://library.appstate.edu/
Stephen Daniel

Abstract: The media plan will include an executive summary, brand history, buyer personas, market and competitor analysis, primary and secondary research, SWOT analysis, a full media schedule for a yearlong campaign, budget, the different media vehicles, and designed advertisements to run with the campaign. This media plan will focus on a target audience including both males and females ranging in age from 25-34. I want to focus on the young professional age groups. Using the information I know about Absolut, I will identify target geographical areas. For my primary research I am going to use surveys and focus groups in order to gage how the target audience feels about and responds to our product. I will also calculate reach, frequency, GRPS, and impressions for each of the ads run. By completing this media plan, I will gain a better understanding of how to identify a target audience and determine their needs. This project will combine what I’ve learned in both my creative and business classes as well as give me a chance to use my marketing minor.

Additional Information

Honors Project
Adams, M. (2018). "Absolut Vodka Media Plan 2019." Unpublished Honors Thesis. Appalachian State University, Boone, NC.
Language: English
Date: 2018
Absolut Vodka, Vodka, Media Plan

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