Slide 1

JOMC 172 Advertising Media Lessons from Chocolate Devil: Writing Better Media Objectives Slide 2 JOMC 172 Advertising Media Overall, a good job. Obvious application of the lessons from class/text. Always room for improvement. Deck issues: - Page numbers - Overprinting - Consistency throughout - Spelling / grammar (mediums; its; adverting) Slide 3 JOMC 172 Advertising Media Fluff The multiple page objective Repeating tables (% sales & budget allocation) EV table thats not used Things to avoid in the future: Slide 4 JOMC 172 Advertising Media Writing in first person: First, I identified the primary target I think that the target audience should be Things to avoid in the future: Slide 5 JOMC 172 Advertising Media Presenting numbers in paragraph form: Effective Frequency = (Base 3) + (-0.2 established brand) + (+0.2 low market share) + (-0.2 high brand loyalty) Things to avoid in the future: Slide 6 JOMC 172 Advertising Media Confusing presentation of data: Months out of time order (Dec., Mar., Jan., Nov., Feb., Oct., etc.) Pie chart for monthly budget allocation. EV chart for no reason, or with unclear calculations. Partial data Things to avoid in the future: Slide 7 JOMC 172 Advertising Media Inaccurate numbers: Media budget = $280,500,000 / $2,050,000 / $28,050 $108,405 $935,000,000 / $30 billion $39,270,000 New Orleans BDI = 534. June & July have least amount of sales Things to avoid in the future: Slide 8 JOMC 172 Advertising Media Rationale that does not support the objective: Objective: Target women age 35-44 Rationale: Three fourths of trial purchases are made by women age 25-49 Objective: Target women age 18-49 Rationale: Heavy User Index = 106 (Heavy User Index for 18-24 = 79) Provide heavy-up coverage in all 17 spot markets Rational: show data for only 10 markets in table. Things to avoid in the future: Slide 9 JOMC 172 Advertising Media Media objectives that are not clearly written: Reach / Frequency Objective: Provide disproportionate percent of reach and frequency on top of continuous reach. Concentrate advertising nationally and in spot markets. Things to avoid in the future: Slide 10 JOMC 172 Advertising Media Media objectives that are not objectives: Target Audience Objective: According to research conducted recently, three fourths of all trial purchasers are married women, age 25-49, with 2-4 children living in the top 50 metro markets. Things to avoid in the future: Slide 11 JOMC 172 Advertising Media Media Objectives that are not media objectives: Sales Promotion Objective: Achieve 20% trial rate using sales promotional taste tests and other tactics. Distribution Objective: In addition to distributing Chocolate Devil to grocery stores, there should be an increased focus on distributing in convenience stores. Sales Objective: Generate 70% increase in gross sales above last years volume. Things to avoid in the future: Slide 12 JOMC 172 Advertising Media Media objectives that are not specific: Geography: additional heavy-up dollars in certain spot markets Reach/Frequency: achieve high reach and average frequency Reach/Frequency: Achieve an effective reach Things to avoid in the future: Slide 13 JOMC 172 Advertising Media Media objectives that are too narrow: Target: female homemakers age 35-44 Target: household income of $40,000- $49,999 Geography: 4 of the 17 original markets Geography: original 17 markets plus the New England region Geography: target living in the Top 50 metro markets Things to avoid in the future: Slide 14 JOMC 172 Advertising Media Media objectives that are NOT supported by marketing facts: Direct advertising toward the food store trade including major chains, super stores and C stores. Provide media support for sales promotions in Dec. and March. Things to avoid in the future: Slide 15 JOMC 172 Advertising Media Media objectives that dont coordinate with each other: Target: living in the Top 50 metro markets and Geographic: national media campaign National reach goal = 90 and Spot reach goal = 75 Heavy up months = Sept.-May (when Sept.-May are only months used) Target based on heavy users and geography based on all users Things to avoid in the future: Slide 16 JOMC 172 Advertising Media