Assignment: TOYOTA MOTOR CORPORATION
Find the appropriate answers to the following questions using the dedicated Marketing Budgeting & Feasibility tab on the course library guide. Make sure to citeyour sources of information (use APA citation style for in-text parenthetical citations and references at the end of the document) and be ready to discuss your findings in class. Before the end of class, submit your answers on Canvas (Assignments).
1. Advertising Redbooks Database*
* U.S. Media Spend only, measured by Kantar Media
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Company Revenue in 2016
(see Background > Financials)
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$ ______________
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Media Category
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Toyota Motor Corporation's Historical Media Spend by Category (in 2016)
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Your Team Project Company's Historical Media Spendby Category (in 2016)
Notes:
- JW Marriott team should use Marriott Intl.
- Car2Go team should use Mercedes-Benz or Lyft
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$ AMOUNT
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Y/Y GROWTH
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$ AMOUNT
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Y/Y GROWTH
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Network TV
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Cable TV
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US Internet - Search
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US Internet - Display
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Magazines
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Local Magazines
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Outdoor
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Mobile Internet
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Network Radio
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National Spot Radio**
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** Ntl Spot Radio provides for the efficiency of a national buy with the control of a Spot buy that covers 210 markets, giving a company the ability to target specific markets at more specific GRP (i.e., Gross Rating Point which measures advertising impact) levels. With Network Radio, companies purchase programming, and with National Spot, they purchase stations within market.
(Turn page.)
2. World Advertising Research Center (WARC)
Obtain the Global Media Cost Comparison.
Go to Data → Media Costs Database → Table Builder →Choose the following options: CPM*** (i.e., Cost Per Thousand); From 2016 - To 2016; Target Audience "All"; Media "All"; North America - USA → Download Data.
*** Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions (i.e., viewings) of its ad. The "M" in CPM represents the Roman numeral for 1,000.
Answer the following questions:
1. How much money did it cost companies to reach 1,000 Young Adults through TV advertising in the U.S. in 2016?
2. How much money did it cost companies to reach 1,000,000 Women through Internet advertising in the U.S. in 2016?
3. eMarketer
Answer the following questions (hint: the answers will be present in an image about advertising benchmark costs for each social network):
1. How much does it cost to advertise on Twitter? (include the information and image here)
2. How much does it cost to advertise on Facebook?(include the information and image here)
4. Glassdoor
Did you know that social media community management is not free? This means that your budgets ought to include a salary for a person who will be handling a company's / brand's social media activity and interaction with stakeholders. Answer the following question:
How much money does it cost (i.e., salary) for a Social Media Community Manager in Denver?
5. Other Resources (on the Lib Guide or your independent search)
Answer the following question:
How much money does it cost to mail 1,000 6" x 9" postcards to potential customers in residential areas? (Note: Design is not needed.)