As part of the situation analysis and media plan, the media director should evaluate how your clients — and competitors — have been spending their advertising dollars. We have a some data for you that shows how much your client and their major competitors spent on different types of media, including TV, internet, magazines, radio and more. You’re required to use these in your campaign plan because they are important resources for you not only in assessing what your client is currently spending, but how you might allocate your budget differently as you plan your own campaign.
Here is a large spreadsheet that lists the brands and amounts spent on different types of media. (Warning: It looks a bit daunting, but if you want something you can download and sort so you can analyze on your own, this is the sheet for you. You can learn more about the methodology in this doc.) This is the spreadsheet you’ll need to figure out how much a brand is spending on advertising.
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