halls-cough-drops

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Halls Cough Drops
2002 Media Plan
Jason Wallace
Josh DeLozier
Overview of Contents
Situational Analysis ................................................... 1-2
Marketing Goals.............................................................3
Advertising Goals ..........................................................4
Media Objectives ....................................................... 5-6
Media Strategies......................................................... 7-8
Media Tactics........................................................... 9-10
Budget Detail ...............................................................11
Media Flowchart ..........................................................12
Exhibits .................................................................. 13-17
Summary ......................................................................18
Situational Analysis
• Halls Cough Drops
• The target market is females ages 18-49, but also includes
anyone affected by throat irritation.
• Advertising distribution is done through a national
campaign utilizing network television channels, and
magazines. Newspaper ads will be covered by Parade
Magazine
• Competition includes Actifed, Benadryl, Celestial
Seasonings, Sudafed, Ricola, Robitussin, Ludens, Sucrets,
and Vicks.
Situational Analysis Cont.
• Halls Cough Drops in the past has advertised with network
television, magazines, newspapers and radio spots.
Marketing Goals
• Last year, Pfizer (the parent company) spent $20 million in
advertising for the brand. Since Halls is the market leader,
the 2002 marketing goal is to increase total sales from the
1999 total of $153 million to $175 million by the end of
the fiscal year.
Advertising Goals
• In order to accomplish the marketing goal of increasing
sales, we plan to increase consumer usage by boosting
visibility through an increased use of daytime television
and extensive magazine coverage.
Media Objectives
• To target the message to women of the ages 18-49, and
anyone affected by throat irritation.
• Since Hall’s is the market leader, a national campaign will
produce the best results.
• The campaign will follow a seasonal pattern including fall
and spring weather changes, return to school, and flu
seasons – usually between September and April.
Media Objectives Cont.
• We have projected our highest month’s reach to be 85%
and have a frequency of 8x. (This was accomplished in the
month of August.)
TOTAL BUDGET: $19,844,700
38%
$7,593,050.00
53%
$10,503,400.00
9%
$1,748,250.00
Television
Radio
Magazines
Media Strategies
• Extensive use of television is crucial for our audience
because they are likely to be at home when they have an
illness.
• Radio advertising is a cost effective way of sustaining
coverage while television advertisements are not running.
• Magazine advertising is a more permanent medium, allows
for detailed copy, color visuals, and also allows couponing.
• Newspaper advertising will be covered by “Parade
Magazine”.
Media Strategies Cont.
• With magazine advertising, the customer will have the
opportunity to have something tangible. Magazine
advertising has the potential of making the message stay
with the person longer.
Media Tactics
• All television advertisements will appear during seasonal
changes and back to school time.
• A combination of Morning and Daytime television
advertising will reach most of our audience.
• All magazine advertisements will appear as full-page, fourcolor w/bleed format. (except Parade magazine: half-page)
• All advertisements appearing in Parade Magazine will
feature a coupon.
• Radio is acting as a reminder advertisement after the
television flights.
Media Tactics Cont.
• Radio formats which best serve our target audience are
Country, CHR, AC.
Exhibits
*4-week period – August
Television (Daytime)
Reach = 69
400/69 = 5.8
Frequency = 5.8x
GRP = 400
Television (Total)
Unduplicated Reach = 85
500/85 = 5.9
Frequency = 5.9x
GRP = 500
Television (Prime Time)
Reach = 50
100/50 = 2
Frequency = 2.0x
GRP = 100
Exhibits Cont.
*Calculated for September. Therefore, these results will not be included in the total reach &
frequency calculation for the specified 4-week period.
Network Radio
Reach = 52
450/52 = 8.7
Frequency = 8.7x
GRP = 450
Exhibits Cont.
*4-week period – August
Magazines (one insertion each)
Bride's
10 GRPs
Cosmo
20 GRPs
Mademoiselle 8 GRPs
People
41 GRPs
Time
17 GRPs
W. Watchers
1 GRP
Parade
142 GRPs
Total GRPs = 238 GRPs
Percentage of Reach = 51%
Frequency = 4.7x
Exhibits Cont.
Television
Radio*
Magazines
TOTAL
GRPs
500
450
238
738
Reach Frequency
73%
6.8x
52%
8.7x
51%
4.7x
87%
8.4x
*Radio was not included in the calculation
because no coverage fell in the 4-week period
Reach 51 + 73 = 124
(51 * 73) / 100 = 37
124 - 37 = 87
Frequency 738 / 87 = 8.4
Exhibits Cont.
Television (CPP * GRP = Total)
GRP
Q4
Q1 Q2 Q3 Q4
5,599.00
200
100
4,223.00
400
400 400
7,358.00
14,583.00
100
100 100
9,033.00
8,411.00
$
$
$
$
$
$
Netw ork Radio (CPP * GRP = Total)
Q4
Q1 Q2 Q3 Q4
$ 1,295.00
450
450 450
$
CPP
Morning
Daytim e
Early New s
Prim e
Late Eve
Weekend
$
$
$
$
$
$
Q1
6,213.00
3,971.00
7,201.00
12,978.00
9,587.00
4,821.00
Q1
Radio $ 1,295.00
Title
Bride’s
Cosmo
Mademoiselle
People
Time
W. Watchers
Parade
$
$
$
$
$
$
Q2
6,655.00
4,450.00
9,272.00
16,916.00
10,350.00
6,763.00
Q2
$ 1,295.00
$
$
$
$
$
$
Q3
5,150.00
3,168.00
6,615.00
14,000.00
7,177.00
4,965.00
Q3
$ 1,295.00
$
$
$
$
$
$
Circulation * readers per copy = total audience / universe = GRP
475,013 * 11.57 = 5,495,900.41 / 56,300,000 = 9.76%
2,592,887 * 4.26 = 11,045,699 / 56,300,000 = 19.62%
1,113,402 * 4.04 = 4,498,144 / 56,300,000 = 7.99%
3,525,250 * 6.5 = 22,914,125 / 56,300,000 = 40.70%
4,073,887 * 2.29 = 9,329,201 / 56,300,000 = 16.57%
125,000 * 5.05 = 631,250 / 56,300,000 = 1.12%
37,015,595 * 2.16 = 79,953,685 / 56,300,000 = 142%
Totals
Q1
Q2
Q3
1,242,600.00 0 $
1,588,400.00 0 $ 1,267,200.00
0 $
1,297,800.00 0 $ 1,400,000.00
0 $
0 $
-
Q1
Q2
582,750.00 ## $
Q3
582,750.00
Q4
$ 559,900.00
$ 1,689,200.00
$
$ 1,458,300.00
$
$
-
$
Q4
582,750.00
Summary
• With the $20 million budget, we feel that with the media
strategies and tactics chosen, Hall’s will see the
aforementioned goal of increasing sales to $175 million.
• With a vast use of television in the early morning and
daytime dayparts coupled with a colossal barrage of
magazine advertisements, we feel that our target audience
will be effectively reached.
• Our campaign was executed under the allotted $20 million
budget by more than $150,000.
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