Frost™ BrandFrost™ Brand

Media ObjectivesMedia Objectives

Frost™ BrandFrost™ Brand

Media Objectives:Media Objectives:What do we want to achieveWhat do we want to achieve

by using media?by using media?

• Target Audience(s)• Geography• Seasonality/Timing• Reach/Frequency• Other

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Media Objectives:Media Objectives:What. Not How.What. Not How.

• Quantitative benchmarks where possible.• Rationale: Justify every objective with specific

reasons.• NEVER specify media choices (that’s what media

strategies are for).

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Target Audience Objective(s)Target Audience Objective(s)

Target Audience Objective (Primary)Target Audience Objective (Primary)

Direct advertising toward female homemakers age Direct advertising toward female homemakers age 25-54, with children, and living in urban areas.25-54, with children, and living in urban areas.

Rationale: Rationale: - MRI indicates heaviest concentration of users in - MRI indicates heaviest concentration of users in

this group (66.4% of users are 25-54).this group (66.4% of users are 25-54).- Distribution is best in metro areas of 200,000+ - Distribution is best in metro areas of 200,000+

population.population.

MRI Usage DataMRI Usage Data

Target Audience Objective Target Audience Objective (Secondary)(Secondary)

Direct advertising toward the food store Direct advertising toward the food store trade, particularly food store managers trade, particularly food store managers and chain headquarters.and chain headquarters.

Rationale:Rationale:- Expand food store distribution in areas - Expand food store distribution in areas

where it is below 70 percent.where it is below 70 percent.- Need continued strong communication - Need continued strong communication

with food store managers and chain with food store managers and chain headquarters.headquarters.

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Geographic Objective(s)Geographic Objective(s)

Geography Objective (National)Geography Objective (National)

Provide national coverage.Provide national coverage.

Rationale:Rationale:- Support national distribution and sales - Support national distribution and sales

(sales goal is a 10% increase next year).(sales goal is a 10% increase next year).- Hold present users and expand market by - Hold present users and expand market by

attracting new users.attracting new users.

Geography Objective (Spot)Geography Objective (Spot)

Provide heavy-up coverage in regions of Provide heavy-up coverage in regions of above-average sales and distribution [East above-average sales and distribution [East Central (BDI 120 / ACV 81) & Pacific (BDI Central (BDI 120 / ACV 81) & Pacific (BDI 110 / ACV 75)*].110 / ACV 75)*].

Rationale:Rationale:- Hold present users (High BDI).- Hold present users (High BDI).- Attract new users (High ACV).- Attract new users (High ACV).- Consolidate sales position in the East Central territory to - Consolidate sales position in the East Central territory to

minimize competitive threats.minimize competitive threats.*West Central (BDI 102 /ACV 72) might be included if funds *West Central (BDI 102 /ACV 72) might be included if funds

are available.are available.

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Scheduling/Timing Objective(s)Scheduling/Timing Objective(s)

Scheduling ObjectiveScheduling Objective

Provide year-long continuity if possible, with Provide year-long continuity if possible, with seasonal heavy-up Nov.-Apr.seasonal heavy-up Nov.-Apr.

Rationale:Rationale:- Continuity is desirable - Continuity is desirable

to achieve sales goal.to achieve sales goal.- Nov.-Apr. is peak - Nov.-Apr. is peak

selling season.selling season.- Nov. & Jan. sales - Nov. & Jan. sales

promotions.promotions.

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Reach/Frequency Objective(s)Reach/Frequency Objective(s)

Reach / Frequency ObjectiveReach / Frequency Objective

Maximize* reach nationally with emphasis Maximize* reach nationally with emphasis on additional frequency* in heavy-up areas, on additional frequency* in heavy-up areas, particularly the East Central.particularly the East Central.

Rationale:Rationale:- National reach to provide broad coverage, support - National reach to provide broad coverage, support

national distribution and sales, hold present users, national distribution and sales, hold present users, and attract new users.and attract new users.

- Frequency to support regions of above-average sales - Frequency to support regions of above-average sales and distribution and to meet competitive threats and distribution and to meet competitive threats (East Central).(East Central).

*NOTE: Data are not adequate to establish specific *NOTE: Data are not adequate to establish specific reach/frequency goals.reach/frequency goals.

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Creative Objective(s)Creative Objective(s)

Creative ImplicationsCreative Implications

Select media that permit visualization and Select media that permit visualization and simple product demonstration.simple product demonstration.

Rationale:Rationale:- Support primary appeals of copy platform.- Support primary appeals of copy platform.

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Promotion Objective(s)Promotion Objective(s)

Sales Promotion ObjectiveSales Promotion Objective

Provide media support for two sales Provide media support for two sales promotion efforts.promotion efforts.

Rationale:Rationale:- January (sweepstakes promotion)- January (sweepstakes promotion)- November (national couponing effort)- November (national couponing effort)- Working media budget of $6,500,000 - Working media budget of $6,500,000

includes promotion support.includes promotion support.

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Merchandisability Objective(s)Merchandisability Objective(s)

Merchandisability ObjectiveMerchandisability Objective

To the extent possible, without jeopardizing To the extent possible, without jeopardizing the overall plan, select media that are the overall plan, select media that are merchandisable to the food store trade.merchandisable to the food store trade.

Rationale:Rationale:- Company does not maintain its own sales force; it must - Company does not maintain its own sales force; it must

rely on brokers and wholesalers to sell and service the rely on brokers and wholesalers to sell and service the food store trade.food store trade.

- Expand food store distribution in areas where it is below - Expand food store distribution in areas where it is below 70 percent.70 percent.

- Need continued strong communication with food store - Need continued strong communication with food store managers and chain headquarters.managers and chain headquarters.

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Budget Objective(s)Budget Objective(s)

Budget ObjectiveBudget Objective

Accomplish the preceeding media objectives Accomplish the preceeding media objectives within a working media budget of within a working media budget of $6,500,000.$6,500,000.

Rationale: Rationale: Client has established budget to cover Client has established budget to cover

media costs, including promotion support.media costs, including promotion support.