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Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007 PowerPoint Presentation
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Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007

Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007

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Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007

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Presentation Transcript

  1. Social Norms CampaignTV/Radio/Cinema BuysJune 25th – July 29th 2007 • Department of Health • 6/21/2007

  2. Media Objectives • To reduce and ultimately eliminate teen smoking by creating an environment of 100% compliance – every teen is carded every time • To create empowerment within the community to take responsibility for keeping our youth tobacco free • To create a public environment where store clerks know their adult customers expect them to card youth purchasing tobacco

  3. Media Plan Parameters • Target Audience • Adults 25-54 • Persons 12-24 • Timing • June 25th – August 5th, 2007 • Geography • Statewide

  4. Flowchart

  5. Media Strategy • Our media strategy is to touch our target audiences during their daily life by utilizing a combination of traditional media such as TV & Radio as well as non-traditional media such as cinema advertising.

  6. Adults 25-54 TV/Radio Buys

  7. Media Tactics – Adults 25-54 • Broadcast/Cable Television • - Target a specific daypart such as Early News • - Target specific cable networks such as Lifetime, ESPN, BET, FOX News, CNN • Radio • - Target specific dayparts • - Run 70% of media weight in Drive Times and Mid-day

  8. Philadelphia Broadcast TV

  9. Pittsburgh Broadcast TV

  10. Harrisburg Broadcast TV

  11. Wilkes-Barre/Scranton Broadcast TV

  12. Johnstown-Altoona Broadcast TV

  13. Erie Broadcast TV

  14. Philadelphia Cable TV

  15. Pittsburgh Cable TV

  16. Harrisburg Cable TV

  17. Harrisburg Cable TV

  18. Harrisburg Cable TV

  19. Wilkes-Barre/Scranton Cable TV

  20. Johnstown-Altoona Cable TV

  21. Erie Cable TV

  22. Philadelphia Radio

  23. Philadelphia Radio Continued

  24. Allentown-Bethlehem Radio

  25. Reading Radio

  26. Reading Radio

  27. Reading Radio

  28. Pittsburgh Radio

  29. Harrisburg Radio

  30. Harrisburg Radio

  31. Lancaster Radio

  32. Lancaster Radio

  33. York Radio

  34. York Radio

  35. Wilkes-Barre/Scranton Radio

  36. Williamsport Radio

  37. Johnstown Radio

  38. Altoona Radio

  39. State College Radio

  40. Erie Radio

  41. Hagerstown-Chambersburg Radio

  42. Meadville-Franklin Radio

  43. Sunbury-Selinsgrove Radio

  44. Persons 12-24 Cable TV/Radio Buys

  45. Media Tactics – Persons 12-24 • Cable Television • - Target cable newtorks such as MTV, Comedy, Cartoon Network, Spike TV, ABC Family Channel • Radio • - Target key dayparts such as Mid-day, Evenings and Weekends • - Run 70% of the media weight in these dayparts

  46. Philadelphia Cable TV

  47. Pittsburgh Cable TV

  48. Harrisburg-Lebanon Cable TV

  49. Harrisburg-Lebanon Cable TV

  50. Harrisburg-Lebanon Cable TV