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NORTHWEST MISSOURI STATE UNIVERSITY

Media Plan for IKEA


Introduction to Media Advertising
Victoria Gatewood
4/8/2014

Victoria Gatewood
Intro to Media Advertising
Introduction to the Advertising Process

Home Furnishing/Decorating as a Target Group for IKEA


Target Bullet-List Summary

Targets Psychographic Summary


o Home Furnishing and Decorating
o First time home buyers
o Home Furbishing/Decorating Magazines
o Home Projects
Targets Demographic Summary
o Gender: Female
o Marital Status: Married With Children
o Age Range: 35-54
o HH Income: ~$50,000
Targets Geographic Summary
o Metro Priority No. 1: New York, NY
o Metro Priority No 2: Los Angeles, CA
o Metro Priority No 3: Philadelphia, PA

Client Description
Company Overview
IKEA is a retail store that designs and sells furniture such as beds, desks, tables, chairs, appliances, home
accessories, and much more. IKEA is a Swedish company registered in the Netherlands but branched out
during the 1980s worldwide with store locations in Europe, Asia, and North America. At just 17 years
old, Ingvar Kamprad, discovered the furniture store in Sweden with the concept of meeting needs with
products at reduced prices in 1943 and opened his first IKEA store in 1954 with his most popular
products, the Pong chair and Billy bookcase (Rowe, 2013).
The company is the worlds largest furniture company as of January 2008 (Zuvela, 2008). IKEAs
furniture is cheap but also very stylish, and this is what the company aims for because the main objective
of the company culture is thrift. IKEA thrives to allow people with not much money to furnish their

homes like they do have a lot of money. Because of this, IKEA is a green company. For example, the
designers doubled the amount of sofa space for their three-seater sofa for more space while taking away
the carbon-dioxide emissions for transporting. But behind this has been controversy when journalist
revealed that the company was using child labor in Asia and using feathers used from live geese. Those
were true and a rep for the company sent out an apology letter.
Along with the criticism, IKEA never published its finances until 2010. The Economist did an article on
IKEAs sales and the store is doing well financially according to the chart; sales grew from 7.7% to 23.1
billion euro and net profit increased from 6.1% to 2.7 billion euro worldwide (MALMO, 2011). To
further understand those numbers, IKEA made $2.9 billion in the U.S alone in 2012 with 522 million
people that went to IKEA that year (IKEA, Apartment Therapy, 2012).
Client Offerings
IKEA offers their customers are wide variety of products online and at the retail stores. The products
offered at IKEA listed by department along with some of the products listed below are:

Food
o

meat, bread, Swedish foods

Outdoor
o outdoor furniture, grills, umbrellas

Kitchen
o kitchen cabinets, cooktops, dishwashers

Dining
o tables, chairs, bar tables, stools

Living room
o bookcases, sofas, shelving, TVs

Bedroom
o beds, comforters, mattresses, pillows

Office furniture
o computer desks, work lamps, shelves, office chairs

Children

cribs, baby toys, children beds, highchairs

Hallway
o ceiling lights, mirrors, choe cabinets

Storage
o pantry, storage systems, racks and stands

Laundry
o cloths organizer, hooks and hangers

Bathroom
o sink cabinets, towels, bath mats, bathroom storage

Lighting
o LED lights, table lamps, ceiling lights, shades

Decoration
o frames and pictures, candle holders, clocks, mirrors

Textile and rugs


o pillows, curtain and blinds, fabrics and sewing

Cooking
o pots and pans, frying pans, food storage, bake ware

Eating
o dinnerware, glassware, place mats

Family products
o desk accessories, safety, books

Summer
o cooking and eating, decoration, decorative lighting

Those are some of many of the products offered on the IKEA website (IKEA, 2014). IKEA also provides
different services to help make the customer experience complete. The Picking with Delivery service that
costs $99 that if customers live near an IKEA store an employee will deliver and do all the heavy lifting
for you. If customers live near an IKEA store you can pay for home delivery for $59 at checkout. IKEA
also offers kitchen services where employees come install your dream kitchen for you. This service is also
offered as assembly with delivery service where professional assemblers come to your home and put

together everything the customer has bought. This service starts at $79. The company also offers free
professional advice for areas of your home or office, and gift cards are available (IKEA, 2014).
My Target Audience Choice: Home Furnishing/Decorating
Introduction
My target audience is home furnishing/decorating and my target is women who are creative and love to
stay on top of home trends. They love to decorate but also love to stay within a reasonable price limit.
Luxury items are not being bought that much anymore for the average household, but products that are
reasonably priced and stylish are what every woman in this target group goes for.
A lot of woman purchase furniture or decorate for a living, but also others do it as interest. This particular
audience is loyal to specific brands while shopping or purchasing new products, but is willing to shop at
different stores or outlets to find furniture that fits their needs. While looking for good quality with
affordable prices, this target audience has high expectations on how and when they purchase which I
explain below.
Psychographic Elements of Home Furnishing/Decorating
Psychographic elements are lifestyle, interests, hobbies, and needs and wants characteristics to a specific
target audience. With home furnishing and decoration being the target audience, consumers tend to buy
more when they go through a life change like purchasing a first house, getting married, having children,
or retirement. The main target audience is women who love to decorate and the appearance of their home
is a priority. Most womens lifestyle for decorating their homes is that they like their homes to be a way
of communicating who they are to others when they see their house. This type of target audience is also
very creative (Interior Views LLC, 2010).
Home furnishing and decorating target audience have interests in reading home decorating magazines.
The top five popular magazines for home decorators are: Money Mailer, Better Homes & Gardens,
Ballard Designs Catalog, FrontGate Catalog, and TheHomeMag. These magazines are the most popular

with this target group because they include coupons to retailers, upscale furniture, new styles and ideas
for different rooms in a home, good quality, and reaches out to high and low income families (Red Rhino
Market Group, 2012). Home decorators also do research online before purchasing home furniture so they
know which brand to choose, deciding on which store the best price has, or products made in the United
States (Ponder, 2013).
This target group cares about the quality of the furniture they purchase because they love to have their
home comfortable and nice place to relax. Women have a hobby of doing home projects and have interest
of keeping up with the latest home trends. For example homes tend to be more seasonal with woman
decorating their homes by the season. Consumers use social media like Pinterest to look up home trends,
home projects, and ways for a more eco-friendly options like using natural elements when updating their
home (Scott, 2013). This target groups wants to be more resourceful like not buying to many luxury
items. Consumers buying luxury items have declined since 2011 because this target audience is more
interested in doing their own home projects to save money which spiked since 2010 (Unity Marketing,
INC., 2012).
Demographic Elements of Home Furnishing/Decorating
Demographic characteristics are age, income, gender, and marital status of a specific target audience. The
age of the homeowner affects different trends than the house itself. Older generations tend to have more
vintage trends and the younger generation goes for more of a modern look which is more of a simple look
with neutral colors (Scott, 2013).
According to the Lifestyle Profile data, the age range of home furnishing and decorating target group
ranges from 34-54 years old with a median of 42 years old. Though this age range currently holds the
largest portion of furniture sales with 45% spent on furniture, the client should focus more on Generation
Y (18-34) because these generations like listed above are going through life changes events and second
largest generation with 71 million people (Ponder, 2013).

Females make up 37.6% of the home furnishing and decorating audience and males only make up 7.8%
(Lifestyle Profile, 2007). The marital status of this target group is married with children (Interior Views
LLC, 2010).
Price matters with this target audience because a first time home buyer will buy furniture that is more
affordable, but more established homeowners have more ability to swap out furniture and add more to
keep up with trends. That being said, the average household income for the home furnishing and
decorating target audience is approximately $50,000 (Ponder, 2013).
How Target Aligns with IKEAs Offerings
How home furnishing and decorating aligns with IKEAs offerings is the product of IKEA is home
furnishing and decorations. In a marketing research, consumers named IKEA their favorite brand because
they are affordable with trendy styles (Ponder, 2013). IKEA is a perfect furniture store for this specific
target audience because both IKEA and home decorators have a modern style. With a target audience
with a household income of $50,000, they are going to be looking for products that are affordable but also
stylish and trendy. Home decorators are more budget minded because they are young, just married, newly
couples, recent college graduates, or first home buyers. Since the housing market has got better since the
recession, the decorating and furnishing audience has been doing well which means an increase in sales
for manufacturers and retailers (Scott, 2013).
Geographic Choice Explanation
Metro Area Priority No. 1: New York, NY
I chose New York, NY as my top choice because there are 2,876,770 million people in the New York
City area that like home furnishing and decorating (Lifestyle Profile, 2007). There are four IKEA Stores
in the New York City metropolitan area with store locations in: Brooklyn, NY, Elizabeth, NJ, Paramus,
NJ, and Hicksville, NY (IKEA). The store location in Brooklyn, NY is the closest to the New York City
metropolitan area with the store being 6 miles away and it taking 15 minutes to get there (Google Maps,

2014). The second closest store location is Elizabeth, NJ with the store being 15 miles away from the area
and it takes proximally 22 minutes to get to this store location (Google Maps, 2014). The next two store
location are further away from the New York City metropolitan area, but close enough that they still listen
to the areas radio stations. Paramus, NJ is 23 miles away from the New York area and it takes 36 minutes
to get there, and Hicksville, NY is the furthest being 30 miles away and it takes 42 minutes to get there
from New York City (Google Maps, 2014).
Metro Area Priority No. 2: Los Angeles, CA
I chose Los Angeles, CA as my second choice because they have the second largest home decorating
group with 1, 908,671 million people (Lifestyle Profile, 2007). The Los Angeles metropolitan area also
has four different IKEA locations with them being in: Burbank, CA, Covina, CA, Carson, CA, and Costa
Mesa, CA (IKEA). Burbank is the closest IKEA store from Los Angeles with it being 11 miles away and
it takes 16 minutes to get there (Google Maps, 2014). The next closest store from Los Angeles is Carson,
CA with it being 17 miles away and it taking 22 minutes to get there (Google Maps, 2014). The last two
IKEA location are more of a drive with Covina, CA being 23 miles away and taking 27 minutes to get
there and Costa Mesa being 40 miles away and it takes 45 minutes to get there (Google Maps, 2014).
Metro Area Priority No. 3: Philadelphia, PA
I chose Philadelphia as my third city because they have the next highest amount of people that are home
decorators with 1, 124, 386 million people (Lifestyle Profile, 2007). Pennsylvania has two IKEA stores
with the locations in Philadelphia and in Conshohocken. The store location in Conshohocken is 15 miles
from Philadelphia and it takes 22 minutes to get there (Google Maps, 2014).

IKEA Media Plan


Introduction
In this media plan I highlight specific media vehicles under their media type, where to advertise for
IKEA, when to advertise in a four month campaign, and money spent for the home decorating target
audience. Below is a list of different media choices: Magazine, Newspaper, Radio, Television, Website,
and Google Keywords. Under each category of media types I go in full detail and explain why I chose a
specific media vehicle that I feel would be a good choice to advertise for IKEA which is my client.
Specific Media Choices
My top priority media type is internet because this is what I feel that most of the home decorating target
audience goes to first. More and more people today use the internet everyday with todays social media
and users see what everyone what is doing and what websites their using. Some internet websites
specifically targeted to home decorators, are now going to virtual. You can plan and see your final project
on the internet before you go out and buy like on Houzz.com (explained more below). Also, the internet
makes things easier without leaving your home. Instead of home decorators going out on a busy weekend
on their days off from work, they can get online and look at all the websites listed below without leaving
their home. This is also why I chose the most media vehicles for my website choices.
My second media priority is magazine because there are a lot of great home magazines that are worth
reading for home decorators. I feel when home decorators are not using the internet; they are reading
home magazines that are specifically targeted to them. Maybe some of the target audience does not
always have access to the internet a lot, and so they turn to magazines because they are everywhere. They
are at the doctors office, grocery store, and at every waiting room.

Magazine Choices:
My first magazine choice was Elle Dcor. I choose this specific magazine because it is very popular in the
New York area (my first geographic city choice), and has over a million subscribers (Standard Rate and

Data Service, 2006). Elle Dcor is targets with Home Decorators because the magazine tells the reader
about new home and decorating trends and also different styling ideas based on the readers style. Elle
dcor, although, does include high priced furniture, it also includes affordable furniture. Elle dcor aims
for the younger demographic audience more than the older home decorating audience because of the more
modern feel they have, where the older audience is more traditional. For this magazine, I choose to
advertise IKEA 1 page on the 4th cover which costs $87,600 with 2 insertions with a total campaign cost1
$75,200. I choose the 4th cover because since this is a popular magazine in the New York designated
market area, the cost is high and only used a number of two insertions, so I wanted to make sure readers
see the ad.
HOME magazine is a remodeling and design resource with affordable and modern furniture and
decorations which is exactly what home decorators aim for. This magazine is great for people who want
to remodel their home for an affordable price. It also includes easier ways to decorate and the magazine
also includes seasonal decorating tips which are a psychographic characteristic with home decorators. I
chose to advertise 1 page of the 2nd cover of this magazine because it is a popular magazine to both
younger and older audiences. It targets young readers who are buying their first home because they
include different ways to decorate affordably and are more modern. The older audiences are more likely
to remodel a home and different seasonal styling tips. HOME magazine is expensive so I used 2
insertions and that is also why I chose to advertise on the 2nd cover so readers are more likely to see the
advertisement.
New York Living is the final magazine that I advertise in the New York area. This magazine is more on
the real estate side and more luxurious. I chose this magazine because it gives New York and the metro
area descriptions of what real estate is out there, and also the latest trends. Even though the items in this
magazine are luxurious, it stills gives the audience the latest styles and can find similar products at IKEA
for an affordable cost. I chose to advertise 1 page inside this magazine with the cost per ad being $4,200
with 3 insertions with a total cost of $12,600 to advertise in New York Living.

California Home and Design is based in California which is my second geographic city. This magazine
relates to home decorating in the California metro area because it has unique articles related to home
decorating. For example, the magazine has an article about different color schemes. It is not easy to pick
and having designers show examples of different color schemes definitely gives home decorators a lot of
ideas. This would be helpful for the audience who are remolding or like to remodel that cant decide on
colors schemes for a house. I chose to advertise 1 page in the inside of the magazine which cost per ad is
$4,700 with 3 insertions with a total of campaign cost of $14,100. I chose 3 insertions because it is on the
cheaper side and when advertising on the inside of a magazine, you want to make sure the reader sees the
advertisement.
Dwell magazine is specifically targeting to the modern home decorating. They include a wide variety of
topics in different issues which is good for the audience because everyone has a different style when it
comes to their home. The magazine is just like IKEA offering different design resources like furniture,
accessories, appliances, and lighting that are modern and affordable. Dwell is perfect for first time home
buyers who want modern and affordable decorating resources. I chose to advertise 1 page on the inside of
the magazine which cost per ad is $25,300 with 3 insertions. Dwell is probably the best magazine for
home decorators because of their wide variety that even with a high CPA, I still chose to have 3 insertions
with a total campaign cost of $75,900.
Greater Philadelphia House & Home Magazine is the number one magazine in the Philadelphia metro
(third geographic city). This magazine relates to home decorators that are more traditional in their
decorating, which aims for the older demographic audience. Greater Philadelphia House & Home
Magazine offers both affordable and luxurious items but mostly affordable decorations. It gives the
readers styling tips and also has real estate homes in the Philadelphia area. I chose to advertise 1 page on
the 2nd cover of this magazine. I chose to advertise IKEA on the 2nd cover of this magazine because it is
the only home magazine in the Philadelphia metro area and wanted to have a resource close to my third

geographic city. The cost per ad for Greater Philadelphia House & Home Magazine is $5,078 with 2
insertions with a total campaign cost of $10,156.
Newspaper Choices:
I chose the New York Times to advertise IKEA because it is the most popular most read newspaper in the
New York City metro area (it is also popular around the United States) with a total audience of over 2
million with an IKEA store close in Brooklyn. In the New York Times I chose to advertise on Thursdays
with the section called House and Home (Thursday Styles). I chose a column size of 20 inches because
New York is my number geographic city so I wanted to make this ad size bigger. The cost for column
inch cost $1,121 and cost per ad is $22,420 with 6 insertions because it is relatively the most popular
newspaper.
The California newspaper I chose was the Los Angeles Times because the newspaper had the most total
audience with over a million with IKEA stores surrounding Los Angeles. I chose to advertise on
Thursday and Saturdays because they are both have Home sections on these two days. On Thursday I
chose an ad size of 12 column inches with cost per column inch being $865. The cost per ad for Thursday
is $10,380 with 4 insertions because not a lot of people will be reading newspapers on a Thursday.
However on Saturday, I chose an ad size of 12 column inches with cost of column inch of $865 and cost
per ad of $10,380 with a number of 6 insertions. I chose more insertions for Saturday because it is on the
weekend and more people tend to read the newspaper on a Saturday morning.
The Philadelphia Inquirer is located in the Greater Philadelphia area which is my third city. I chose this
because this newspaper had the most audience with 577,000 readers because Philadelphia is a smaller city
compared to New York City and Los Angeles. I chose to advertise IKEA on a Friday in the Home and
Design section. I chose an ad size of 12 column inches with cost of column inch at $701 and cost per ad
being $8,412 with 4 insertions. I chose 4 insertions because it is a smaller city and not as many readers.
Friday is also not a bad day to advertise because it is part of the weekend.

Radio Choices:
I chose adult contemporary as my format for the radio stations because according the radio ratings on the
Nielson website, in all three of my top cities that was the most listened genre (Nieilson, 2014). I chose
this specific radio station because it had just over a million listeners in the New York City metro area. I
chose to run advertisements in the morning in New York because people are mostly up in the morning, in
taxies or cars, heading to work in most likely traffic. Cost per point for this radio station is $781 and cost
per ad per 30 seconds is $5,077 with 35 insertions. I chose this radio station in New York to have the
most number of insertions because it is my number one geographic city and has the most listeners. The
total campaign cost is $177,678/
In Los Angeles I chose WFPG-FM radio station because it had the most listeners in the Los Angeles area
with 961,921 listeners. I chose to advertise IKEA in the afternoon in Los Angeles because I thought more
people would be driving around in the afternoon time in the spring going into the summer months because
of the nice weather. And also realtors drive everywhere and listen to the radio a lot on long drives
showing houses. The cost per point for this radio station is $934 and cost per 30 second ad cost $8,219
with a number of 30 insertions. Total campaign cost is $246,576.
The radio station I chose for the Philadelphia area is WBEB-FM because this specific radio station to has
the most listeners for adult contemporary with 383,469 listeners. I chose to advertise in the morning for
this radio station because more people in cities tend to listen to morning radio while they are sitting in
morning traffic on their morning commute to work. Cost per point cost $435 and cost per 30 second ad
cost $3,828 with a total of 25 insertions. I chose a lower number of insertions because it is a smaller city
compared to Los Angeles and New York City. The total campaign cost for this radio station is $95,700.
TV Choices:
I chose Property Virgins for one of my television choices because it targets new home buyers. Between
all three of my geographic cities, the total HH viewing program is on average at 199,885 with total

viewers of 258,000. The average cost per point is $2,240 and cost per 30 second ad on average is $2,748
between all three cities. The number of insertions for New York City is 32 and Los Angeles and
Philadelphia is 16 insertions. I chose more insertions in New York because it is more of populated area
with more IKEA stores. On average, the total cost for Property Virgins is $180, 694.
The second program I picked is Love It or List It. I chose this program because it aims at the
psychographic audience that like to remodel or soon to be remodeling their home. It is a two way street
with this show because if a couple on the show doesnt like their house someone will remodel it while
they look at other houses on the market. Once their house is complete, they can choose to keep their
house or buy a new one and put their old and remolded house on the market instead. Between all three of
my geographic cities, the total HH viewing program is on average at 192,518 with total viewers of
481,000. The average cost per point is $2,240 and cost per 30 second ad on average is $2,675 between all
three cities. The number of insertions for New York City is 32 and Los Angeles and Philadelphia is 16
insertions. On average, the total cost for Love It or List It cost $173,725. And in total between both of the
television program, the total campaign cost is $354,419.
Web Site Choices:
For my first listed web site I chose the HGTV network because that is where the two shows I picked for
television air. On the Decorating tab on hgtv.com, they have a wide variety of topics for home
decorators that aim to the home decorators target market. For example, IKEA tries to market eco-friendly
furniture and on the HGTV website they have a tab full of ideas on more ways to be green. This website
also has a unique feature that allows to the user to browse home design by style (traditional, modern,
contemporary, transitional). IKEA also relates to this website because the target audience goes for more
affordable and modern furniture, and HGTV.com has a whole tab for Budget Design. There are more
features on the HGTV websites that target home renovators and the creative audience (DIY). I chose to
run advertisements on HGTV.com for 3 months with a total of 900 impressions and total cost of 6,858. I

chose to advertise 3 months in May, June, and July because the weather starts to get warmer and people
tend to go out more.
Elle Dcor is great design website for modern furniture with fits in great with the home decorators. The
user can browse for the top style for modern furniture hand-picked by Elle Dcor editors. The website
also includes design trend alerts so that this type of target audience can stay on top of styles, and great
renovating tips for an affordable price. I chose to run advertisements for 3 months in May, June, and July
with a total of 900 impressions and total cost of 9,171 because, again, people often get out and do more
activities like remodeling when the weather starts to get warmer.
According to the psychographics above, a lot of home decorators like a modern traditional home.
Traditional home decorators are more in the 40-55 age range and that is why tradtionalhome.com is a
perfect website. On the website, they offer users design ideas for every room of a house and also show
celebrity homes with full detail descriptions on where and what everything is inside a certain room. If a
user likes everything the site has to offer like the celebrity homes with detail descriptions but the user
prefers their furniture to be green, then the GreenSpace section would be great. The Green Space
section on traditionalhome.com includes a variety of products and ideas towards a green home which is
perfect for the eco-friendly home decorators audience. I chose to run advertisements in
tradtionalhome.com for 2 months in April and May with a total of 200 impressions and total cost of
$2,038. I chose the month of April and May because after long months of winter in New York and
Philadelphia, when the spring time hits everyone starts to look on the internet for what this year spring
time trends are.
The allmodern.com website is similar to the IKEA website that also offers online modern furniture with
home furnishings and accessories. Home decorators always find themselves at websites like All Modern
because they offer affordable furniture which is perfect for first time home buyers. Although this website
doesnt have stores like IKEA, they do have personalized services that you call a number for. Home

decorators also are most likely to buy furniture or accessories a lot every year, and this website offers
rewards programs for that reason. I chose to run advertisements in tradtionalhome.com for 2 months in
April and May with a total of 200 impressions and total cost of $1,524. I chose the month of April and
May because in April there could still be snow storms or at least snow on the ground, so users can get
online and shop and get furniture delivered to the customers front door with free shipping with this
website.
Similar to IKEA and All Modern, the name of the website should speak for itself. Homedecorators.com
offers everything a home decorator needs online with free shipping. Along with the large amount of
furniture and home accessories, the offer users different design styles with all their products. But unlike
IKEA and All Modern, this website does not offer exclusive services for their customers, but they have
daily deals which would still draw in this target audience because they love sales. I chose to run
advertisements in tradtionalhome.com for 3 months in May, June, and July with a total of 600
impressions and total cost of $6,114. I chose the months of April, May, and June because of the spring
time.
Dwell.com is all about modern because they believe a modern home is a comfortable one. This website
gives you everything that IKEA, All Modern, and Home Decorators offers but more. They have daily
deals of up to 70% off, free shipping, giveaways, contests, and an ultimate design source/green source.
Dwell.com draws in the home decorators target audience because they offer everything modern and
affordable. Dwell is a perfect website for home decorators and users can also subscribe to their magazine
or download on mobile/nook. I chose to run advertisements in tradtionalhome.com for 4 months in April,
May, June, and July with a total of 1,200 impressions and total cost of $9,144. I chose to advertise for all
of the 4 months and a lot of impressions because of how popular the website is and how much they offer.
Since they do contest and giveaways, it would really draw this target audience in because home
decorators are always looking for a way to save money.

House Beautiful is not as popular as the other sites because it is smaller and based in California, but this
website is also very similar to the other websites listed above. House Beautiful offers home designer ideas
for every room in a home, organizing tips, variety of different color schemes, and much more. But what
makes this website unique that the home decorators would love it the DIY/Crafts section. One
psychographic for home decorators is that they are very creative and always love doing projects for their
home. This website has a lot of How-To Home Dcor they I think home decorators would enjoy. I
chose to run advertisements in housebeautiful.com for 2 months in June and July with a total of 200
impressions and total cost of $1,524. I chose to advertise in June and July because of the warm weather
and could give the target audience to work outside for how-to projects.
Houzz.com is a website for home remodeling and design that provides users with everything they need to
improve their homes from start to finish online or on a mobile device. It connects millions of home
owners across the country for decorating a room or building a customer home. Houzz is the easiest way
for people to get design inspiration, project advice, product information and professional reviews they
need to help turn ideas into a visual reality. This is why I chose to advertise this website for 4 months of
the campaign, because home decorators cannot visually see what their house or rooms can look like
before they start buying. I chose to run advertisements in housebeautiful.com for 4 months in April, May,
June, and July with a total of 800 impressions and total cost of $6,096.
BHG.com is focused on decorating, building and remodeling, and crafts which is about every
psychographic for the home decorators target audience. This website also gives a lot of information for
women and families for providing useful tools and advice. BHG.com has trusted designers to keep
visitors up to date with information on the latest trends around the home. BHG.com has easy-to-use
interactive tools, clear visuals, step-by-step instructions, and money-saving suggestions. It makes life
easier for home decorators. I chose to run advertisements in bhg.com for 3 months in May, June and July
with a total of 900 impressions and total cost of $9,171. I chose to advertise all four months of the
campaign because of its popularity and it offers everything a home decorator wants and needs.

Wayfair.com offers everything home and is the largest selection of home furnishings and decor across all
styles and price points. Wayfair has a selection of more than seven million home items from 12,000
brands, and helps people find the perfect product at the right price. I chose to run advertisements in
bhg.com for 3 months in April, May, and June with a total of 750 impressions and total cost of $7,643. I
chose to advertise in April, May, and June of the campaign because the website offers online exclusive
sales and deals during the spring months, according to wayfair.com/promotions.
Google Keywords:
I chose modern furniture as my top searched key phrase on Google because that is what IKEA is known
for is their modern furniture selection and the target audience prefers modern products. I chose 6,000
clicks per months for 4 months with a total cost of $128, 880 because I feel like that this key phrase
would be the first thing a home decorator would Google. The second key phrase I chose was cheap
furniture and I chose the word cheap because I think the younger generation of this target group would
use this word. This key phrase was 5,000 clicks per months for 3 months with a total of $71,700 because
IKEA is known for its affordable furniture and decorations, and this target audience house hold income is
about $50,000 so they like affordable prices. Home decorating is my third Google search because the
target audience is home decorators and when they want to buy decorations that is what I believe is what
users would search to find website that offer home decorations. I chose 2,000 clicks per month for 3
months with a total of $23,093. The next key phrase is picked is affordable furniture because the older
demographic of the age 40-55 would use the word affordable instead of cheap furniture. I chose 900
clicks per month for 3 months with a total of $15,093 because IKEA offers affordable furniture and with
an average $50,000 income for home decorators, they will search affordable. I then chose affordable
appliances for my next search key phrase because the people in the target audience that remodel will
search for appliances for a good price, especially if they have already spent a lot of money on remodeling.
I chose 3,000 clicks per month for 2 months with a total of $34,200 because there is not huge percentage
of remolding audience because the gender demographic is women. The last search key phrase I chose is

eco-friendly furniture. I chose to use eco-friendly as a part of my Google search key phrase because
becoming green is on the rise in America and home decorators. Eco-friendly is on the rise so I only chose
1,000 clicks per month for 2 months with a total of $8,360.
Media Plan Schedule
The four months I chose for this campaign was April, May, June, and July because it is the spring into
summer months of the year. After the cold winter months, it becomes April and the weather starts to get
warmer and you start to see more people out on the roads. When it is cold outside you cant really do
anything that a home decorator would want to do. The crafty side of the target audience like warm
weather to go outside to DIY projects, and home renovators/remodeling projects goes by faster in warm
weather. It is like the groundhog coming out when it becomes spring.
Justification of Money Spent
My client, IKEA, has given me 2 million to dollars to advertise in each 6 media type listed above. To
advertising in 6 magazines for IKEA, it came to a grand total of $498,156. I chose to advertise on three
covers and the rest are inside with 15 total insertions. I chose 3 newspapers that are in each of my 3
geographic cities with a total of $271, 698 to advertise with 20 overall insertions. In radio, I also chose 3
stations that were in each of my 3 geographic cities with a total cost of $519,954 and 65 insertions for: 60
second ads. I chose 2 television programs that are on the HGTV network with a total cost for
advertisements of $354, 419 with 24 insertions for: 30 second ads. For websites (internet) I chose 10
media vehicles because it was my top media choice. Websites had a total cost of $59, 283 with 1,800
impressions. And lastly, I chose 6 Google key words for a total of $281,453 with 55,700 total clicks. The
grand total for this four month advertising campaign for IKEA costs 1,985,232 and this is efficient
because the client asked to only spend 2 million and I believe with being $15,000 below IKEA got their
moneys worth.

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