A 1-month multimedia campaign budget for a camping-season product launch, built line-item by line-item the way a marketing coordinator or agency planner would hand it to a manager for approval. Three spend tiers show the same categories scaling together — the split is the strategy, at every size.
Reference rate used throughout: $1 ≈ ₩1,350 · figures are illustrative for classroom use, not a real client budget.
| A | B | C | D | E | |
|---|---|---|---|---|---|
| 1 | Category | Line item | Low | Medium | High |
| 2 | Paid media | Meta / Instagram ads (feed + Reels) | $1,800₩2,430,000 | $5,000₩6,750,000 | $11,000₩14,850,000 |
| 3 | Naver search + GFA display | $1,000₩1,350,000 | $3,000₩4,050,000 | $7,000₩9,450,000 | |
| 4 | TikTok ads (in-feed + spark ads) | $800₩1,080,000 | $2,000₩2,700,000 | $5,300₩7,155,000 | |
| 5 | YouTube pre-roll / masthead test | — | $1,250₩1,687,500 | $4,000₩5,400,000 | |
| 6 | Paid media subtotal | $3,600₩4,860,000 | $11,250₩15,187,500 | $27,300₩36,855,000 | |
| 7 | Content production | Video shoot (director + crew, day rate) | $1,200₩1,620,000 | $3,500₩4,725,000 | $9,000₩12,150,000 |
| 8 | Photography (studio + lifestyle) | $600₩810,000 | $1,500₩2,025,000 | $2,700₩3,645,000 | |
| 9 | Copywriting & localisation (KR / EN) | $300₩405,000 | $800₩1,080,000 | $1,500₩2,025,000 | |
| 10 | Editing, motion graphics & subtitling | $300₩405,000 | $1,700₩2,295,000 | $3,500₩4,725,000 | |
| 11 | OOH creative adaptation (subway / bus) | — | — | $1,500₩2,025,000 | |
| 12 | Content production subtotal | $2,400₩3,240,000 | $7,500₩10,125,000 | $18,200₩24,570,000 | |
| 13 | Influencer / creator | Seeded gifting + creator fees | $800₩1,080,000 | — | — |
| 14 | 4–5 mid-tier creator partnerships | — | $3,000₩4,050,000 | — | |
| 15 | 1 macro-creator + 8–10 mid/micro creators | — | — | $9,100₩12,285,000 | |
| 16 | Influencer / creator subtotal | $800₩1,080,000 | $3,000₩4,050,000 | $9,100₩12,285,000 | |
| 17 | Tools & platforms | Ad manager, analytics, email/CRM (1 mo.) | $400₩540,000 | $1,250₩1,687,500 | — |
| 18 | + UGC licensing & A/B testing tool | — | — | $3,900₩5,265,000 | |
| 19 | Tools & platforms subtotal | $400₩540,000 | $1,250₩1,687,500 | $3,900₩5,265,000 | |
| 20 | Contingency | Held back to learn & adjust (weeks 3–4) | $800₩1,080,000 | $2,000₩2,700,000 | $6,500₩8,775,000 |
| 21 | % of total by category (media / content / creator / tools / contingency) | 45 / 30 / 10 / 5 / 10 | 45 / 30 / 12 / 5 / 8 | 42 / 28 / 14 / 6 / 10 | |
| 22 | TOTAL — 1-MONTH CAMPAIGN | $8,000₩10,800,000 | $25,000₩33,750,000 | $65,000₩87,750,000 | |
What a media buyer actually loads into the ad platforms: budget, targeting, expected rate, and the metric each line is judged on.
| Channel | Format | Targeting | Spend | Rate | Est. delivery | Primary KPI |
|---|---|---|---|---|---|---|
| Instagram & Reels | Reels + feed carousel | Outdoor/camping interest, 24–40, lookalike of past purchasers | $5,000₩6,750,000 | CPM $8.00 | ~625k impr. ~7.5k clicks | CTR ≥ 1.2%, CPC ≤ $0.67 |
| Naver search + GFA | Search + GFA display retargeting | Category + brand keywords ("캠핑 자켓", "차박 용품") | $3,000₩4,050,000 | CPC $0.90 | ~3.3k clicks | CTR ≥ 3%, branded search lift |
| TikTok | Spark Ads on creator content | 18–30, camping/outdoor & vanlife content viewers | $2,000₩2,700,000 | CPM $6.00 | ~333k impr. ~5k clicks | CTR ≥ 1.5%, VTR ≥ 30% |
| YouTube pre-roll | Skippable in-stream, 15s | Outdoor & travel content viewers, in-market for gear | $1,250₩1,687,500 | CPV $0.04 | ~31k views | VTR ≥ 25% |
| Paid media total (Medium tier) | $11,250₩15,187,500 | Blended target: CTR ≥ 1.5%, CPA ≤ $24, ROAS ≥ 3.0x | ||||