Media audit plan

1、philips semiconductorsmedia audit plan (china)introductionfollowing a service period of more than 18 months and as a new business year is approaching, firebrand communications recommends philips semiconductors to conduct a media audit to gauge perceptions of the company, and how well the media under

2、stands and values the companys leading position in the marketplace. since china is the prominent market in the asia pacific region with a strong strategic position, the media audit will be conducted for china while media audits for other markets can be scheduled at a later stage.key audit areasthrou

3、gh the media audit, we want:1. to understand what the media knows about philips semiconductors;2. to know what the media thinks about philips semiconductors against its competitors;3. to find out media understanding of different business segments under philips semiconductors;4. to understand what th

4、e media believes philips semiconductors key strengths are, and the challenges ahead; and5. finally, to gauge how well firebrand and philips semiconductors are working with the media community, and what can be done to improve.formatfirstly, a questionnaire will be designed around the key focus areas

5、stated above. then, members of the account servicing team will contact the media to complete the questionnaire either by fax, email or over a telephone conversation whichever the interviewee will feel more comfortable.the next critical step is to analyse the data collected to see what the media perc

6、eive in the key focus areas. apart from the answers given to the designed questions, notable quotes from media will be included in the final report which provides recommendations for improvement.target mediathe target media will be composed of electronics, vertical and business titles to collect fee

7、dback from a more realistic group of journalists firebrand and philips semiconductors have been working with. the initial target media list consists of the following publications and electronic media: no.publication (c)publication (e)journalistbusiness1.中國經(jīng)濟(jì)導(dǎo)報 china economic herald丁艷 ding yan2.國際商報

8、international business張鈺梅 zhang yumei3.中國產(chǎn)經(jīng)新聞 china industrial economic news湯永平tang yongpinggeneral it4.中國計算機報 china information world李瀛寰li yinghuang5.計算機世界 china computerworld趙 霞 zhao xiatrade electronics 6.中國電子報china electronic news王小慶wang xiaoqing7.電子產(chǎn)品世界 electronics engineering and product world

9、劉新光 liu xinguang8.今日電子electronic products china趙雪芹 zhao xueqin9.電子設(shè)計技術(shù) edn china從秋波 cong qiubo10.世界電子元器件global electronic components黃鶯 huang ying11.電子工程專輯ee times china池安云 chi anyun12.世界產(chǎn)品與技術(shù)electronic component news張虹 zhang hong13.中國集成電路china integrated circuit黃友庚huang yougengtrade telecom 14.人民郵電報

10、peoples post and telecom news徐勇 xu yong15.中國電信業(yè)china telecommunications trade夏競輝 xia jinghui16.通信世界communications world古松 gu song17.中國電信建設(shè)china telecommunications construction蔣惠珍 jiang huizhen18.中國無線通信china wireless communications劉玉芝 liu yuzhi19.通信產(chǎn)業(yè)報communications weekly霍皓迪 huo haodi20.移動通信世界 mobile communications world宮紅宇 gong hongyutimeframe and budget estimatebystage13 dec 2002first draft of questionnaire20 dec 2002approval of questionnaire10 jan 2003 completion of questionnaire20 jan 2003data analysis and final audit report