Team Project Objective: 

Develop a spot TV buy to promote Trader Joe's products throughout the holiday seasons to target young mothers as their TV Media Buyers. 

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My Role:

Target Market/Persona, SRDS/MRI Simmons Research, Daypart Rationales, Budget, Media Buy Calculations. 

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For this Spot TV Buy group project, my partner and I were given a 5 million dollar budget to strategize a TV buy for Trader Joe's Campaign with a TM of middle-aged mothers.  As a result, we utilized SRDS and MRI Simmons Brand Catalyst for researching DMAs and consumer behavior. We had to also find the CPP, calculate frequency, and find day spots to run Trader Joe's ads. In addition, we were instructed to convert CPP levels for 30-second ads using SRDS as well as researching appropriate channels to run ads and reach our TM through. Lastly, we were advised to calculate the prime CPP and the adjusted CPP, CPI as well as the total media buy for all channels. All ads were run from November 2022 to March 30th, 2023. 

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