Yahoo! Media Plan

Media Objectives

Target Audience

Target advertising towards teenagers (13 to 17 year-olds) who spend more than 10 hours a week on the Internet.

Geography

Using the $10 million budget, create a national advertising campaign for teenagers before the start of the 2005-2006 school year.

Seasonality and Timing

Have an introductory period before school starts.

After the start of the school year, provide sustaining support throughout the school year and the following summer.

The campaign will run from August 1, 2005 to July 31, 2006.

Campaign Objectives

By the end of the first year, increase the number of registered teenagers to Yahoo! By 50%.

Increase the average time teenagers spend on Yahoo! By 25%.

Increase differentiation measure for Yahoo! By 10%.

Reach and Frequency

During the introductory period, before school starts, reach 80% of the target teenage audience an average of six times, and 50% three times.

Throughout the rest of the year, sustain awareness of Yahoo! By reaching 40% of target teenagers at least once a month.

Creative Requirements

Using media that will create awareness and effectively communicate advantages of Yahoo! over its competitors.

Use media for promotion and marketing of Yahoo! that will appeal to teenage trends and select vehicles that generate buzz.

Media must be convenient and easily accessible in order to fit into the hectic lifestyles of teenagers.