Plan de Medios

A 90-minute, 4-round intermediate Express simulation for Spanish vocational training (Formacion Profesional, grado superior), module 1008 Medios y soportes de comunicacion of the Tecnico Superior en Marketing y Publicidad.

You are Lucia Furio, the junior media planner of Medios del Turia S.L., a fictional Valencian media agency, and you build the summer campaign of Horchatas Vernissa S.L., a fictional horchata maker: eight weeks from 31 May to 25 July 2027 and a media budget of 180,000 euros, 18,000 of them held back for the mid-campaign post-test.

Round by round you decide two things: in April the buying target and the media mix between television, radio, outdoor, press and online video; in May the television dayparts and the online buy; when the insertion orders close, the calendar and the outdoor sites; and after four weeks on air, where the reserve goes and whether the creative is rotated.

Every medium has a cost per rating point and a reach ceiling; the model works with expected values (Poisson contacts per medium), and at each decision point the campaign is projected again with the decisions taken so far.

Each round is scored on effective reach (three or more valid contacts in a purchase cycle), spontaneous brand awareness and the cost per point of effective reach, with bought GRPs, reach, frequency and CPM shown but not scored; paying influencers for posts not identified as advertising, or booking billboards visible from a state motorway outside its urban stretch, caps the score. Spanish with English.

An intermediate simulation for participants who already know the core concepts of the subject, designed for master's and MBA programmes.