1 / 11

Frost™ Brand

Frost™ Brand. Example of Media Objectives. Target Audience Objective (Primary). Direct advertising toward female homemakers age 25-54, with children, and living in urban areas. Rationale: - MRI indicates heaviest concentration of users in this group.

noelani-price
Télécharger la présentation

Frost™ Brand

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Frost™ Brand Example of Media Objectives

  2. Target Audience Objective (Primary) Direct advertising toward female homemakers age 25-54, with children, and living in urban areas. Rationale: - MRI indicates heaviest concentration of users in this group. - Distribution is best in metro areas of 200,000+ population.

  3. MRI Usage Data

  4. Target Audience Objective (Secondary) Direct advertising toward the food store trade, particularly food store managers and chain headquarters. Rationale: - Expand food store distribution in areas where it is below 70 percent. - Need continued strong communication with food store managers and chain headquarters.

  5. Geography Objective (National) Provide national coverage. Rationale: - Support national distribution and sales (sales goal is a 10% increase next year). - Hold present users and expand market by attracting new users.

  6. Geography Objective (Spot) Provide heavy-up coverage in regions of above-average sales and distribution [East Central (BDI 120 / ACV 81) & Pacific (BDI 110 / ACV 75)*]. Rationale: - Hold present users (High BDI). - Attract new users (High ACV). - Consolidate sales position in the East Central territory to minimize competitive threats. *West Central (BDI 102 /ACV 72) might be included if funds are available.

  7. Scheduling Objective Provide year-long continuity if possible, with seasonal heavy-up Nov.-Apr. Rationale: - Continuity is desirable to achieve sales goal. - Nov.-Apr. is peak selling season. - Nov. & Jan. sales promotions.

  8. Reach / Frequency Objective Maximize* reach nationally with emphasis on additional frequency* in heavy-up areas, particularly the East Central. Rationale: - National reach to provide broad coverage, support national distribution and sales, hold present users, and attract new users. - Frequency to support regions of above-average sales and distribution and to meet competitive threats (East Central). *NOTE: Data is not adequate to establish specific reach/frequency goals.

  9. Creative Implications Select media that permit visualization and simple product demonstration. Rationale: - Support primary appeals of copy platform.

  10. Sales Promotion Objective Provide media support for two sales promotion efforts. Rationale: - January (sweepstakes promotion) - November (national couponing effort) - Working media budget of $6,500,000 includes promotion support.

  11. Merchandisability Objective To the extent possible, without jeopardizing the overall plan, select media that are merchandisable to the food store trade. Rationale: - Company does not maintain its own sales force; it must rely on brokers and wholesalers to sell and service the food store trade. - Expand food store distribution in areas where it is below 70 percent. - Need continued strong communication with food store managers and chain headquarters.

More Related