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.中国经济导报 china economic herald丁艳 ding yan2.国际商报

8、international business张钰梅 zhang yumei3.中国产经新闻 china industrial economic news汤永平tang yongpinggeneral it4.中国计算机报 china information world李瀛寰li yinghuang5.计算机世界 china computerworld赵 霞 zhao xiatrade electronics 6.中国电子报china electronic news王小庆wang xiaoqing7.电子产品世界 electronics engineering and product world

9、刘新光 liu xinguang8.今日电子electronic products china赵雪芹 zhao xueqin9.电子设计技术 edn china从秋波 cong qiubo10.世界电子元器件global electronic components黄莺 huang ying11.电子工程专辑ee times china池安云 chi anyun12.世界产品与技术electronic component news张虹 zhang hong13.中国集成电路china integrated circuit黄友庚huang yougengtrade telecom 14.人民邮电报

10、peoples post and telecom news徐勇 xu yong15.中国电信业china telecommunications trade夏竞辉 xia jinghui16.通信世界communications world古松 gu song17.中国电信建设china telecommunications construction蒋惠珍 jiang huizhen18.中国无线通信china wireless communications刘玉芝 liu yuzhi19.通信产业报communications weekly霍皓迪 huo haodi20.移动通信世界 mobile communications world宫红宇 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