Fifth Week July 5-7

Tuesday

On tuesday morning I did more apple positioning. A previous temporary worker failed to enter some books in, so we had to go back through and check if the books were missing and if they were we had to contact reps. I shot out a bunch of emails to various magazines requesting checking copies. I spent some time later that morning reading articles one of the interns had found on axe body spray. I also continued to update the price chart I had been creating for the intern project. While, for some magazines, it is easy to find rate cards and media kits, I was still stumped on a few and so I spent the afternoon searching the internet and various other resources for the missing pricing. While I am doing a good job collecting this information, I am kind of confused on where to go next in the media plan. I am hoping to pick up a few tips from my group over the next week or so.

Wednesday

I started the day on the Nissan-Infiniti account and updated some positioning. It amazes me how long it takes some publications to send checking copies when they are requested. We finally received the final two missing copies for the fourth quarter and were able to complete the positioning grid. Later this day we had an intern meeting to discuss our progress on our project. The interns that were assigned to broadcast did a good job researching which cable and network television channels axe users use most and then going through what sort of content each station was expected to air for the coming season. The general consensus was that we should advertise on cable stations because space was cheap, available, and targeted toward our consumer. While we are on track with things like broadcast and outdoor media, we still haven't begun to plan our radio advertising. We did tweak the budget a little based on crosstab information. The new budget is as follows:
Total $75,000,000 Magazine - 25% = $18,750,000 OOH - 25% = $18,750,000 Cable - 20% = $15,000,000 Network - 5% = $3,750,000 Radio - 10% = $7,500,000 Internet - 10% = $7,500,000 Promotions - 5% = $3,750,000


Thursday

I started the day with some basic office work and filed insertion orders for the Nissan-Infiniti account. Later I had two conflicting meetings. I went ahead and skipped an opportunity to learn about emerging technologies and went to our weekly intern lunch and learn instead. Here we met with a manager on the playstation account from Chiat Day (the account/creative side of the agency.) He showed us various spots he had created for playstation (39 in total!) and explained the daily happenings of his jobs, benefits/downfalls, what he enjoys, and how his job affects media as a whole. Again we were reminded that pay is the major downfall of the job, and that the perks that come with working directly with the client (if they want to go out for dinner and drinks, you have to take them!) are endless. He also told us he has been working with Chiat for 5 years now, which is a long time in advertising. He happened to get an account he really gelled with, but most people move around a lot, especially when they are starting out. In most jobs this would be a bad thing, but in advertising, moving accounts and even agencies is not frowned upon. It is actually looked at as a good thing. This was an encouraging gest depending on how you looked at it, but the pay issue continued to be discouraging. In the afternoon I learned to use a program for offsiting and we cleared out a bunch of old checking copies that Apple no longer needed.

Friday

Second summer friday!