Olivia Amodio

Sarah Macalisang
Michelle Matuszczak
Elvire Musasa
Jordan Smit
Felipe Useche

Table of Contents

Creative & Production Cost

1
Day In the Life

Advantages & Disadvantages of Various Media

Selection & Rejection Rationale

Media Strategies

Target Marketing Reach Strategies

Media Budget

Total Budget Summary

Medium and Market

Flight Schedule

Appendix

2
 Media Brief
Day in the Life: Primary Target Audience

Weekdays:
6 AM:
• Wake up and get themselves and their kids ready
• Checks social media
• Checks e-mails

7:30AM:
• Commute to work by car or PT(TTC,GO,YRT)
• Either listening to IPod, reading Toronto Star, or listening to 92.5,99.9, or 104.5

9 AM-noon:
• At work, checks e-mails and occasionally check social media (Insta,FB,Twitter)

Noon:
• Go for lunch at near by restaurant, or eat packed lunch

12-5PM:
• Finish off work day, check e-mails and social once more

5-6:30PM:
• Commute home
• Same media consumptions habits apply

7-10:30PM:
• Cook dinner
• Clean up
• Reads Canadian Living
• Checks e-mails
• Go to bed, check social before bed

Weekends:
9 AM:
• Wake up, eat breakfast watch morning talk show, BT, or the social

Noon-4:
• Spend time with family/run errands

4-9:00PM:
• Eat dinner at restaurant and then catch a movie, or order in and watch movie on Netflix

Summary:

3
• The target is constantly busy with kids and work
• The target reads the newspaper in the morning, whether its in print or online
• The target listens to the radio on the way to work as well as on the way home, daily
• Target is online (Mostly Facebook and Youtube)

4
 Advantages & Disadvantages of Various Media
Television
Advantages Disadvantages
Best medium for spreading awareness across a Very expensive
wide section of the population
High reach in a short period of time Too much clutter

Can appeal to consumers through sight, sound Audience fragmentation

and motion
Able to be flexible with the target… Can reach Not enough people watching television
your target at different times of the day anymore

Opportunity for sponsorship, branded content Everything can be streamed online now a days
and product placement

PVR’s: skipping through commercials

Radio
Advantages Disadvantages
Profile matching There is Auxiliary/bluetooth in cars now
Inexpensive High audience fragmentation
Very personal. In sync with the personal lives Message retention is low
of it’s listeners
Canadians do not listen to the radio as much as
they used to

5
Newspaper
Advantages
Able to reach a broad demographic and
geographic target market
Reader are engaged by content and are
receptive to messages
National advertisers have advertising
opportunities with local market retailers
Magazine
Advantages
Very good for profile matching
High engagement
Find magazines enjoyable
Excellent quality
much faster than going and buying a magazine
The target enjoys looking at magazines like
(people, GQ, OK, Men’s health, etc)
Long lifespan
High pass along readership
6
Disadvantages
The target market does not read the
Newspaper as much as they used to because
everything is on their smartphones
Short lifespan
Quality is very low
Lots of clutter. 60% of newspapers is
advertisements
Disadvantages
Lots of clutter
Readers will skip through ads to find the
editorial content
Low frequency
Digital is taking over. We get news right at
our fingertips.. Because this target enjoys
spending their time online, they find news
Point Of Sale
Advantages Disadvantages
Impulse purchases Placements must be strategic for success
Good support medium Choice to put a POS in the store is up to the
management team
Connects the campaign to the store
Brochures and postcards provide more detail
for customers

Transit
Advantages Disadvantages
High frequency, riders receive and retain the Ads hit a diverse section of the population,
same message daily and/or weekly causing wastage
Stuck on public transit, they are forced to be Transits can get crowded causing messages to
exposed to these messages be unseen
Good coverage

Out-of-Home
Advantages Disadvantages
High reach Message must be clear because of creative
limitations
High frequency Very high cost
Less cluttered forms of advertising Billboards can be “urban clutter”

7
Non-Conventional and Digital
Advantages Disadvantages
Can reach individuals based off of internet Privacy concerns
habits
Messages can be delivered 24/7 Ads come off as very intruding
Cost efficient
2 way communication
Very measurable

Public Relations and Other IMC Platforms

Advantages Disadvantages
A credible source of information Brand image is in the hands of the media
therefore, the company has no control
Very cost effective, almost free Can be difficult to capture attention of editors
Increases customer relationships
Can easily cut through clutter faster
May encourage the desired behaviour more
rapidly than traditional advertising

8
 Selection & Rejection Rationale
Media Selection Rationale:
Media Reason
• Radio is a good medium for strategically speaking to the target
Radio audience while they are in their cars to and from work or to their
kids extracurricular activities.
Magazine • National reach and target market selectivity are reasons why
magazines will be selected for this campaign.
• The ads will reach a higher percentage of the target audience due
to its pass- along readership.
• Magazines also offer quality reproduction and engagement
through creative considerations.
Newspaper • Although newspapers more so reach a large portion of our
secondary target audience, it is an important and useful medium.
• The right placement of our ad in the right newspapers will
generate awareness and engagement.
• Editorial support will be very useful for this campaign.

Transit • This medium is a good way to generate frequency and reach.

• The target audience, whether commuting to work/school or
owning a car, will always be exposed to transit ads.
OOH • This medium is essential, as it will generate a large reach and
frequency in a short period of time.
• Out-of-home will always reach our target audience as they are
always on the go.
Direct Marketing (email) • National reach and target market selectivity are reasons why
direct mail will be effective. The direct marketing will be in the
form of email. The list that will be used will be from the
magazine circulation list.
Non-Conventional & • This medium is by far the most important media to the target
Digital audience.
• They are always on the go but have their phones and laptop close
to them on a daily basis.
• The Internet is their primary source of information.
• Using this medium will generate high reach, interaction,
frequency and action.

9
Other IMC (Contest • This medium offers a personal engagement with the brand
Promotion & Events) • Since we are showcasing the BMW and it's key benefit
(performance), having the target audience experience the brand is
essential to brand preference & loyalty.
• Having contests will implement excitement about the BMW and
its Olympic athletes sponsorship
• These platforms will create excitement and get consumers to
respond immediately

10
Media Rejection Rationale:
Media Reason
Telemarketing • The target audience does not enjoy being called by telemarketers.
They feel as though telemarketers never call at a convenient time
(breach of privacy). Secondly, they feel as though they are being
pushed in a corner.
POS • In terms of generating test drives, there are more creative ways to
interest the target toward BMW dealerships.
Television • Due to limited budget, procuring spots according to the target
market's psychographics would be impossible as the rates are
high
• Target prefers watching sports highlights or streaming movies
online. They would watch the olympics on their own time rather
than on TV.

11
 Media Strategies
• The primary objective of this campaign is to increase top of mind awareness among the target
audience by communicating the high performance in BMW’s as well as Olympic athletes.
• The Primary Target Audience for this campaign is Canadian affluent men and women between
the ages of 30-45.

Media Targeting Strategies by Coverage

Media National Regional Local
Radio X
Newspaper X X
Magazine X
Transit X
Out-of-Home X X
Non-Conventional & Digital X X X
Direct Marketing (email) x
Other IMC: Experiential & x x
x
Promotional Contest

12
 Target Marketing Reach Strategies
Shotgun Strategy
• A shotgun strategy will be used to target media that is meant for a large, loosely defined target
market. In this campaign, TV, Radio, OOH, PR, and non-conventional/digital will use the
shotgun strategy. Some of these medias will be combined with profile matching so that the
campaign effectively reaches this target market.

Profile Matching Strategy

• A profile matching strategy will be used to communicate to the target group by certain
demographics and psychographics variables. Profile matching will be used with magazine,
radio, newspaper and the target audience's social websites of choice.

Rifle Strategy
• The rifle strategy concentrates among a narrowly defined area or subject in order to achieve
reach to a clearly defined target. It is defined by the target audience's special characteristics such as
hobby, sport or occupation. Media options that specifically reach the target audience are business
magazines/newspapers, online and interactive communications.

Media Shotgun Profile Matching Rifle

Radio x X

Newspaper X X x
Magazine X X
Transit X
Out-of-Home X
Non-Conventional & Digital X X X
Direct Marketing (email) x x
Other IMC: Experiential & x x
Promotional Contest x

Media Effects Model

13
 Media Awareness Buzz Engagement Action Loyalty Advocacy
Radio X X
Newspaper x X
Magazine x X
Transit X X
Out-of- X X X
Home
Non- X X X X X X
Convention
al & Digital
Direct x x
Marketing
(email)
Other IMC: x x x x x x
Experiential
& Contests

14
 Media Selection

Target Audience and Geographic Markets

City Total Population Target Market Percentage of Target
Population within Population
Toronto 6,055,724 688,910 11.5%
Vancouver 2,470,289 576,180 23%
Calgary 1,406,721 283,668 20%
Halifax 414,398 60,005 14.5%
Ottawa 1,318,122 182,390 14%
R1- R4
Toronto Vancouver Calgary Halifax Ottawa

1,318,122
414,398

1,406,721
6,055,724

2,470,289

15
Toronto Vancouver Calgary Halifax Ottawa

182,390
60,005

688,910
283,668

576,180

16
 Total Budget Summary
Media Local Budget Regional Budget National Budget Total
Radio $231,875.00 $231,875.00
Newspaper $24,220.00 $104,000.00 $128,220.00
Magazine $239,600.00 $239,600.00
Transit $142,610.00 $142,610.00
Out-of-Home $272,950.00 $272,950.00
Non- $276,000.00 $276,600.00
Conventional/
Digital
Direct
Marketing -- --
(email)
Other IMC $24,000.00 $27,245.00
Total Budget $1,198,800.00

Radio Newspaper Magazine Transit Out of Home *All Taxes &

Non-Conventional/Digital Other IMC Commissions Extra
Medium and
Market
Radio:
CAD27,245 • Total Radio Budget
CAD231,875
CAD276,600 (19.5%): $234,000

CAD128,220
Radio Station Media
Selection and Buy
• :30 second Local
Station Timing
CAD272,950 # of Spots Duration Cost Total
CAD239,600
CAD142,610

17
 Toronto Breakfast: 180 April Breakfast: $37,275
99.9 Virgin 6am—10am week 2,4 95x $200
Radio May
Drive: week 2,4 Drive:
3pm—7pm June 85x $215
week 2,4
July
week 2,4
Ottawa Breakfast: 190 April Breakfast: $39,350
ÉNERGIE 6am—10am week 2,4 100x $200
104.1 May
Drive: week 2,4 Drive:
3pm—7pm June 90x $215
week 2,4
July
week 2,4
Vancouver Breakfast: 200 April Breakfast: $37,200
94.5 Virgin 6am—10am week 2,4 100x $200
Radio May
Drive: week 2,4 Drive:
3pm—7pm June 100x $200
week 2,4
July
week 2,4
Calgary Breakfast: 180 April Breakfast: $37,200
98.5 Virgin 6am—10am week 2,4 100x $200
Radio May
Drive: week 2,4 Drive:
3pm—7pm June 80x $215
week 2,4
July
week 2,4
Edmonton Breakfast: 190 April Breakfast: $39,350
100.3 The 6am—10am week 2,4 100x $200
Bear May
Drive: week 2,4 Drive:
3pm—7pm June 90x $215
week 2,4
July
week 2,4

18
 Halifax Breakfast 180 April Breakfast: $37,200
Q104 6am—10am week 2,4 100x $200
May
Drive 3pm— week 2,4 Drive:
7pm June 80x $215
week 2,4
July
week 2,4

Purchase Rationale:
• The PTA frequently listens to these radio stations during their commutes to work in the
morning between 6-9AM. These stations have local coverage, so one station per major city was
allocated towards the budget. Target audiences of these stations fall under the demographics of
this campaigns PTA, and total media dollars spent fall just under 5%.

19
Total Radio Media Budget:
Station Budget
Toronto $37,275
99.9 Virgin Radio
Ottawa $39,350
ÉNERGIE
104.1
Vancouver $41,500
94.5 Virgin Radio
Calgary $37,200
98.5 Virgin Radio
Edmonton $39,350
100.3 The Bear
Halifax $37,200
Q104
Total Budget $231,875

R5-R6
*All taxes and commissions extra
99.9 Virgin Radio ENERGIE 104.1 94.5 Virgin Radio
98.5 Virgin Radio 100.3 The Bear Q104 Newspaper:
• Total
Newspaper
Budget (11%):
$132,000

Newspaper
CAD37,200 CAD37,275 Selection:
Newspaper Geographic Markets Section
Globe & Mail National Health & Fitness Technology
CAD39,350
La Presse RegionalCAD39,350
(Quebec) Driving
• National/Regi
onal

CAD37,200 CAD41,500
Media Buy:

Newspaper
Name:

20
Globe & Mail (National)
Number of Duration Cost (Size) Total
advertisements
shown per issue
2 • June 1/2 Page Horizontal $104,000
week 1,2 B&W
• July 10” x 6”
week 1,4
$13,000 x 2
insertions

Purchase Rationale:
• The Globe And Mail has been in print for 170 years, The Globe delivers lively and authoritative
coverage of national, international, business, technology, arts, entertainment and lifestyle news. We
attract a six-day readership total of 2.4 million* making our newspaper the most read in Canada.

Newspaper Name:

La Presse (Regional Quebec)

Number of Duration Cost (Size) Total
advertisements
shown per issue
1 • June 1/2 Page Horizontal B&W $24,220
week 1,2 10" x 6"
• July
week 1,4 $6,055 x 4 weeks
(Monday — Saturday)

Purchase Rationale:
• La Presse Montreal almost equally skewed to both men and women. (Women: 45% Men:55%) With a
dominant target group of readers ages 34-55, this paper directly targets our primary target group. In

21
 2012, La Presse was one of two Canadian dailies chosen by WAN-IFRA for the International
Newspaper Color Quality Club.

Total Newspaper Media Budget:

Newspaper Budget
Globe & Mail $104,000
La Presse $24,220
Total Budget $128,220

R7-R9

*All Taxes & Commissions Extra

22
Globe & Mail La Presse

CAD24,220

CAD104,000

23
Magazine:
• Total Magazine Budget (19.5%): $234,000
Magazine Selection:
• National
Magazine and Geographic Markets Magazine Topics Frequency
Affiliation
Maclean's National News 4
Politics
Economy
Education
Culture
Society
Work
Multimedia
Canadian Living National Food 4
Health
Relationships
Style
Life
Home and Crafts
Sharp National Dining 4
Indulgence
Fine Living
Travel
Design Tech
Luxury Culture
Leisure
Grooming
Perspective
Style

24
Media Buy:

Magazine Name:

Maclean’s
Number of Duration Cost (Size) Total
advertisements
shown per issue
2 May One-page, four-colour $40,000
June 7.875” x 10.5”
July 1—4 issues = $20,000
August $20,000 x 2 insertions

Purchase Rationale:
• With 2,141,000 readers per week, Maclean’s reaches 76% more readers than the M-F audience of the
Globe and Mail and National Post combined. Maclean’s connects with Canada’s most influential
individuals who wish to be challenged, informed and entertained in the arenas of politics, economy &
business, science & technology, society, arts & culture, education and work. They are opinion leaders in
their spheres of influence and look to Maclean’s for thought provoking opinion and analysis on public
affairs as a catalyst for conversation and discussion. They are educated, affluent and actively engaged
citizens who are confident in their ability to control their destiny and influence others. They are
passionate about Canada and especially appreciate the Canadian perspective offered by Maclean’s.

Magazine Name:

Canadian Living
Number of Duration Cost (Size) Total
advertisements
shown per issue
2 May One-page, four-colour $81,520
June 7.875” x 10.5”
July 1—4 issues = $40,760
August $40,760x 2 insertions

Purchase Rationale:
• Canadian Living is a well-known magazine across Canada that offers ideas for interior decorating in
your home, dessert and meal recipes, articles, etc. This target may like to flip through this magazine to
find ideas for their home, and look at recipes for company or their family.

Magazine Name:

25
Sharp
Number of Duration Cost (Size) Total
advertisements
shown per issue
2 May One-page, four-colour $118,080
June 7.875” x 10.5”
July $14,760 x 4 issues
August
$59,040 x 2 insertions

Purchase Rationale:
• 140,000 national circulation and a 420,000 readership. 83% of Sharp readers are male,
of which the average age is 41. To add, 76% of readers are aged aged 25-54 which falls
right into our target group demographic. 87% of readers are university-educated, 81%
are MOPEs (managers, owners, professionals and executives), earning high incomes of
$125,334 on average. 34% have a personal income of $100,000+ and 70% are
married/living with their partner. This magazine would allow a profile matching
strategy with the target audience.

26
Total Magazine Media Budget:

Magazine Budget
Maclean’s $40,000
Canadian Living $81,520
Sharp $118,080
Total Budget $239,600

R10-R14

*All Taxes & Commissions Extra

Maclean's Canadian Living Sharp

CAD40,000

CAD118,080

CAD81,520

27
Transit
• Total Transit Budget (12%): $144,000

Transit Media Selection and Buy:

Type of Transit Advertising: Transit Shelter

Geographic Quantity Duration Cost (Per 4 Weeks) Total
Market
Toronto 15 4 weeks $1,700 $25,500
Vancouver 15 4 weeks $2,380 $35,700
Calgary 25 4 weeks 25 Daily GRP’s $20,150
$20,150
Ottawa 20 4 weeks 25 Daily GRP's $36,100
$36,100
Edmonton 28 4 weeks 25 Daily GRP's $20,300
$20,300
Halifax 10 4 weeks 75 GRP’s $4,860
$4,860

Purchase Rationale:
• This medium is a good way to generate frequency and reach. The primary target audience,
whether commuting to work/school or owning a car, will always be exposed to transit ads.

Total Transit Media Budget:

Geographic Market Budget
Toronto $25,500
Vancouver $35,700
Calgary $20,150
Ottawa $36,100
Edmonton $20,300
Halifax $4,860
Total Budget $142,610

R15
*All Taxes & Commissions Extra

28
Toronto Vancouver Calgary Ottawa Edmonton Halifax

CAD4,860
CAD20,300 CAD25,500

CAD36,100 CAD35,700

CAD20,150

29
Out of Home
• Total Out-of-Home Budget (23%): $276,000

Out of Home Selection and Buy:

Type of Out of Home Advertising: Billboard

Geographic # of Faces Duration Cost (Per 4 Weeks) Total
Market
Toronto 15 4 weeks $3,000 $45,000
Vancouver 15 4 weeks $3,290 $35,700
Calgary 23 4 weeks 25 Daily GRP’s $27,000
$40,940
Ottawa 15 4 weeks 75 Daily GRP's $25,200
$25,200
Edmonton 20 4 weeks 25 Daily GRP's $27,550
$27,550
Halifax 15 4 weeks 25 Daily GRP’s $22,500
$22,500
Total $182,950

Type of Out of Home Advertising: Digital Screen

Geographic # of Faces Duration Cost (Per 4 Weeks) Total
Market
Toronto 6 4 weeks $15,000 $15,000
Vancouver 6 4 weeks $15,000 $15,000
Calgary 6 4 weeks $15,000 $15,000
Ottawa 6 4 weeks $15,000 $15,000
Edmonton 6 4 weeks $15,000 $15,000
Halifax 6 4 weeks $15,000 $15,000
Total $90,000

30
Total Out of Home Media Budget:
Geographic Market Budget
Toronto $60,000
Vancouver $50,700
Calgary $42,000
Ottawa $40,200
Edmonton $42,550
Halifax $37,500
Total Budget $272,950

R15

*All Taxes & Commissions Extra

Purchase Rationale:
• These points of interest were chosen because they are large cities and highly populated,
therefore many people are driving in and out of these cities. I decided to place the billboards
off of busy highways like in Toronto off of the DVP and the 400. For the PTA that is driving
to school and work in the morning and are stuck in traffic these are good spots to have
awareness ads
Toronto Vancouver Calgary Ottawa Edmonton Halifax because if gives the
PTA a chance to
look at the ads and
pass time as well.

CAD37,500
CAD60,000

CAD42,550

CAD50,700
CAD40,200
CAD42,000

31
Online and Non-Conventional:
• Total Other IMC/Online & Non-Conventional Budget (13%): $162,000
Online & Non-conventional media Selection and Buy:

Type of Online and Non-Conventional Advertising

Media Impressions per Duration Cost per Total
week impression
Youtube Pre-Rolls 50,000 15 weeks `$0.09 $37,800.00
Facebook 15,000 15 weeks (CPC) $0.27 $81,000.00
Microsite — 18w — $37,500.00

Total Online and Non-Conventional Media Budget:

Media Budget
Youtube Pre-Rolls $37,800.00
Facebook $81,000.00
Microsite $37,500.00
Total Budget $156,300.00

R16

*All Taxes & Commissions Extra

Purchase Rationale:
• These mediums are by far the most important media to the target audience. They are always on
the go but have their phones and laptop close to them on a daily basis. The Internet is their
primary source of information. Using this medium will generate high reach, interaction,
frequency and action. Youtube pre-rolls will be a substitute for traditional television. Contests
& Events will enable the target group to experience the BMW brand.

32
Youtube Pre-Rolls Facebook Microsite

CAD37,500 CAD37,800

CAD81,000

33
Other IMC:
• Total Other IMC Budget (2%): $24,000
Other IMC Media Selection and Buy:

Type of Online and Non-Conventional Advertising

Media Impressions per Duration Cost per Total
week impression
Contest 1 — May 25th-June — $5,000.00
(Concept #1) 15th
Contest 2 — May 15th -June — $5,000.00
(Concept #2) 15th
Event 1 — 2d — $8,622.00
(Concept #1)
Event 2 — — $8,623.00
(Concept #2)

Total Other IMC Budget:

Media Budget
Contest $10,000
Event $17,245.00
Total Budget $27,245.00

R17

Purchase Rationale:
Events and contest will create excitement and high engagement with the target audience and their
family members. Building on the insight that the target audience likes to feel a since of
belonging, as well as knowing that competitiveness is a major part of the Olympics, these events
will tie the BMW brand as well as the Olympics together. This will create top of mind awareness
for the brand, and inevitably brand loyalty and preference.

34
 Concept 1 Contest Concept 2 Contest Concept 1 Event Concept 2 Event

Concept 1:

CAD5,000 Contest: BMW QUEST

CAD8,623 FOR GOLD

Video entries are made

on the campaign
CAD5,000 microsite. BMW
Canada then determines
the winner of the
contest to be part of the
CAD8,622 "Amazing Race"
contest.

To enter this contest,

wishing participants
must amazing stunts
and share it/upload it on
our microsite to be considered to enter the competition. Submissions will be accepted from the 25th of
May to June 15th, 2016. The chosen contestants will be announced on BMW’s social feeds and will be
contacted for further information/ form filling.

Upon clearance of being able to participate, the training day to prepare for the Amazing Race
(accompanied by a designated BMW-sponsored athlete) will take place on June 20th.

A few days later, on June 27th, BMW will host an “Amazing Race” style contest, in which contestants
will participate in events that are similar to the summer olympic events throughout six major market
cities. Six teams of four people will be given BMW vehicles to travel to the different events that they
must complete in order to finish the race. A film crew will document the contest in order to produce a
television/pre-roll spot. The winning team will win a trip for 4 to watch the olympics in Rio.

35
Event/Sponsorship

OFSAA (June 2-4 2016) BMW vehicle on display outside event, with vinyl logos wrapped on the the side
panels of the car (“Official vehicle of the Canadian Olympic team”). BMW logo will be placed on the
race cards for the participating athletes.

Deliverables

• 8 all inclusive vacation packages to Rio and tickets to multiple events (10 per group of participants = 20
tickets per winner)
• Online space on Facebook to promote contest 2 weeks prior to starting submission date (May 25th,
2016)
• Microsite
• 4 Olympic-wrapped BMW M3 borrowed from dealers
• Renting of sporting facilities for Amazing Race and a fleet of 6 BMW M3's (one-day lease)

Concept 2:

Contest: Glory Days

Individuals wishing to participate can do so by submitting footage of them having the performance of
their lives (could be a recent highlight or a “Glory Days” video). BMW Canada and the sponsored
athletes will hand pick their favourite entries. Entry submissions will take place from May 15th to June
15th.

6 videos will be hand-picked by each one of the BMW sponsored athletes on June 20th. The winning
contestants will receive an all-inclusive trip to Rio to watch the Canadian Olympic Team perform.

Event: Test Drive Track

In order to attend the event, one must fill out and submit a form on the microsite that consists of acquiring
information of the individual as well as an attached copy of their significant piece. The event will occur in
on the June 28th.

Deliverables:

• Online space (Facebook, SEO, etc.) to promote contest. (starting two weeks prior to the entry
submissions)
• 8 all inclusive vacation packages to Rio and tickets to multiple events (10 per group of participants = 20
tickets per winner).
• Renting of track for Test Drive, One-day-lease of 6 BMW i8
• Microsite

36
 Flight Schedule Rationale
Radio:
• Radio is a good medium for strategically speaking to the primary while they are in their cars to
and from work/family adventures. The radio stations implemented were chosen based on their
sizeable market share. The radio platform will be used in a skip schedule from April until the
ending of July.

Newspaper:
• Newspapers reach a large portion of our target audience in the mornings. it is an important and
useful medium. The right placement of our ad in the right newspapers will generate awareness
and engagement. Editorial support will be very useful for this campaign. The flight schedule
for the newspaper medium will be implemented in a blitz schedule for a short few weeks from
June until July.

Magazine:
• National reach and target market selectivity are reasons why magazines will be selected for this
campaign. The ads will reach a higher percentage of the target audience due to its pass- along
readership. Magazines can also offer quality reproduction and engagement through creative
considerations. The magazine platform will be integrated in a skip schedule at every beginning
of the month from May until August.

Transit:
• This medium is a good way to generate frequency and reach. The primary target audience,
whether commuting to work/school or owning a car, will always be exposed to transit ads.
Transit advertising will be implemented in a blitz schedule in order to create high awareness
from April, dying down in June.

Out of Home:
• This medium is essential, as it will generate a large reach and frequency in a short period of
time. Out-of-home will always reach our primary target audience as they are always on the go.
This medium will be implemented in a blitz schedule from May until July

Non-Conventional and Digital:

• This medium is the most important media to the target audience. They are always on the go but
have their phones and laptop close to them on a daily basis. They will not watch the Olympics
live, but rather on their own time through various sites. The Internet is their primary source of
information. Using this medium will generate high reach, interaction, frequency and action
through:
• Microsite: This medium will be integrated for the length of the campaign (20 months). The
microsite will be the platform by which more information on the BMW sponsorship of the
Olympic athletes will be readily available. As well, it will be the hub for all contest entries and
will give further information on the events taking place in June 2016
• Youtube Pre-rolls will be essential in showcasing the BMW brand image. As this campaign is
about highlighting the performance of the BMW vehicle, it is important to see a visual of the

37
 car in action. This medium will be 15 weeks in length and will be implemented on an even
schedule.

Direct Marketing (email)

• Emails will be sent out on an even schedule from the month of May until August 1st.
• The prospects targeted by email will be from the Sharp magazine circulation list. It will
thus serve as a profile matching technique.

Other IMC
• Concept 1: The contest will be 12 weeks in length. This time frame will allow the
participation of as many people as possible. It will run from the 25th of May to June
15th, 2016. The events will occur the 20th of June (practice for final event) and June
27th. The OFSAA event will happen from June 2-4 2016.
• Concept 2: The Glory days contest entry submissions will take place from May 15th to
June 15th. The Test Drive event will happen on the 28th of June.

38
 C&P Media

CAD389,900 Total Budget Summary

Radio Newspaper Magazine
Transit Out of Home Non-Conventional/Digital
Other IMC
CAD1,198,80
Budget0 Allocation Budget Percentage (%)
CAD231,87
CAD27,245
CAD276,60
Total Creative 5and $389,900.00 20%
0
Production
CAD128,22
Total Media 0 $1,198,800.00 80%
CAD272,95
CAD239,60
0Total Budget $1,588,700.00 100%
0
CAD142,61
0
*All Taxes & Commissions Extra

39
 Appendix

Media Sources:
R1: Statistics Canada - Calgary
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/met01/met104-eng.htm

R2: Statistics Canada - Vancouver

https://www12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-csd-eng.cfm?
Lang=eng&GK=CSD&GC=5915022

R3: Statistics Canada - Alberta, Nova Scotia

http://www12.statcan.gc.ca/census-recensement/2011/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=4811061&Geo2=PR&Code2=12&Data=Count&SearchText=edmonton&
SearchType=Begins&SearchPR=01&B1=All&Custom=&TABID=1

R4: Demographic of Target Group in Major Canadian Markets

Seneca Libraries
http://libaccess.senecacollege.ca:2551/refine/8069+4294945124+4294967218+4294938506.jsf?
conversationPropagation=none&convid=16104

R5: Radio stations list

http://delicast.com/radio/Canada/ontario

R6: Deli Cast

http://delicast.com/radio/Canada/ontario

R7: Newspaper general rates

https://www.tieonline.com/pdfs/2010-11_Corp_Rates.pdf

R8: Newspaper - La Presse

http://libaccess.senecacollege.ca:2551/listings/12931.jsf

R9: Globe & Mail

http://libaccess.senecacollege.ca:2551/listings/12931.jsf

R10: Macleans
http://www.rogersmedia.com/wp-
content/uploads/2014/03/ONECALL_MAC_MediaKit_FINAL.pdf

R11: Magazine
http://www.rogersmedia.com/wp-content/uploads/2014/03/14-320_OCMK_LLE_LLF_Fnl.pdf

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R12: Rogers Media
http://www.rogersmedia.com/brands/macleans/

R13: Sharp Mag rates

http://contempomedia.ca/wp-content/uploads/2015/06/Sharp_MediaKit_2015_06.05.pdf

R14: PMB
https://libaccess.senecacollege.ca:2327/netquestapp/pmbquickreports/default.aspx

R15: Pattison Rate Card

http://www.pattisonoutdoor.com/

R16: ComScore
http://www.comscore.com

R17: Events Rate Card

https://www.royalparks.org.uk/__data/assets/pdf_file/0008/53846/Events-Rate-Card-2015.pdf

41