media buy claritin proposal
DESCRIPTION
This is my Media Buy proposal for Claritin - Perdiatric Care.TRANSCRIPT
Pediatric Care Line
AG Media FirmAnaisabel Garcia – “Committed to elite media delivery”
Account Planner: Anaisabel Garcia
Account: Claritin
Client Products: Claritin is a well known over the counter medicine for allergies. They have adult and pediatric lines to aide in the relief of allergies. In this campaign, we will be focusing on the pediatric care line for Claritin. They currently have three pediatric products in the
market, those of which include: Claritin 12-hour RediTabs Tablets for Kids ages 6 and up, Claritin Grape
Chewable for Kids ages 2 and up, and lastly, Claritin Grape Flavored Syrup for Kids ages 2 and up.
Proposal For: Claritin’s Pediatric Line
Client Fact Sheet
Pediatric Product Line
Claritin 12-Hour RediTabs Tablets for
Kids
Children's Claritin Grape Chewables
Children's Claritin Grape Flavored Syrup
One easy dose gives your child (ages 6 and
up) the non-drowsy allergy relief they need to get them from breakfast
to dinner.
Great-tasting, dye-free and safe and effective for
kids 2 and up!
Easy to take! Great-tasting Children's Claritin chewables are safe and effective for kids 2 and
up!
Proposed Test Markets:
Philadelphia, Penn.Charlotte, N.C.Dayton, OhioChattanooga, Tenn.Louisville, Ky.Knoxville, Tenn.
Supporting Facts: We have conducted secondary research to locate the top cities in the United States that have a high rate of allergies due to their geographical structure and environmental situations.
“Spring is high season for allergies across the U.S. and time for the "spring allergy capital" list from the nonprofit Asthma and Allergy Foundation of America (AAFA). The AAFA evaluates 100 U.S. cities for spring allergy prevalence, pollen scores, allergy medicine use, and board-certified allergists per patient. “
Sourceshttp://www.webmd.com/allergies/slideshow-worst-cities-for-spring-allergies
Proposed Test Markets
Proposed Locations
This year, Philadelphia made two different top 10 lists from AAFA. It moved up to No. 6 on the
spring allergy list, from No. 12 last year.
Charlotte, N.C., dropped a couple spots on AAFA's spring allergy capitals list, making it to
No. 5 after hitting No. 3 last year.
Dayton, Ohio, moved up to No. 4 in the AAFA spring allergy capitals list; last year, the city
claimed the No. 8 spot.
Chattanooga shot up to No. 3 on the AAFA 2010 spring allergy capitals list, from No. 17 last year. Use
of allergy medicines is worse than average in this Southern city that borders the Appalachian mountain
range.
Louisville dropped one spot in 2010, to make it the second worst city for spring
allergies.
The worst U.S. city for spring allergies in 2010 is Knoxville, Tenn., which moved up from No. 2 last year. Knoxville had a worse than average pollen score and use of allergy medicine. The ratio of
allergy specialists to patients was about average, according to the AAFA. Pollen is the biggest trigger for spring allergies, no matter
where you live.
No. 1: Knoxville, Tenn.No. 2: Louisville, Ky.No. 3: Chattanooga, Tenn.
No. 4: Dayton, OhioNo. 5: Charlotte, N.C.No. 6: Philadelphia
Measured Target: Women; Ages: 18 - 49
Planning Target: Middle Class, married, stay-at- home, moms. Mainstreamer, explorer and highly active in the community as well as their children’s interest, schools and activities.
Reasoning: In a 2005 study, the U.S. Census Bureau reported
an estimated 5.6 million stay-at- home moms. That is a 22% increase from 1994. This
number has been predicted to increase with the increase of layoffs in the current economic condition in the U.S.
Target Audience
http://www.webmd.com/parenting/guide/hard-choice-for-moms-work-stay-homehttp://www.washingtonpost.com/wp-dyn/content/article/2009/09/30/AR2009093005106.htmlhttp://www.usatoday.com/news/bythenumbers/2004-11-30-census-momshome_x.htm http://www.cbsnews.com/stories/2004/10/08/60minutes/main648240.shtml
Sources:
Census statistics show that stay-at-home mothers tend to be younger and less educated, with lower family incomes.
Media Category: Magazine
S.W.O.T.
STRENGTHS
Magazine audiences are growing — and young adults read heavily: The number of magazine readers has grown more than 4% over the past five years. In fact, 93% of adults overall and 96% of
adults under age 35 read magazines.
Magazine advertising gets consumers to act: Two separate sources show that more than half of all readers (56%) act on magazine
ads. And, action-taking has increased +10% in the last five years.
Magazines contribute most throughout the purchase funnel: Magazines are the most consistent performer in the purchase funnel with particular strength in the key
stages of brand favorability and purchase intent.
Stay at home moms rely on educating themselves on how to take care of their
children. Magazines are outlets to how they can find out about children products in the market
for their kids.
Media Category: Magazine
S.W.O.T.
WEAKNESSES
• Since it is reported that stay-at-home moms are in the low economic scale, they may not be able to afford the magazine or have interest in investing on the subscription.
• Running an AD in a magazine can be expensive.• They may skip through the AD if their child is not
allergy prone.• Younger stay-at-home moms are not active readers.
Media Category: Magazine
S.W.O.T.
OPPORTUNITIES
• Product promotion• Product education• Include coupon • Lead them back to your website for coupon• Lead them back to your website for education on
allergies
Magazine advertising gets consumers to act: Two separate sources show that more than half of all readers (56%) act on magazine ads. And, action-taking
has increased +10% in the last five years.
As mention:
Media Category: Magazine
S.W.O.T.
THREATS
• The rise of e-marketing• Stay-at-home moms may just do quick research
online, instead of picking up the magazine.• The rise of social media, another source of news and
product information.
Media Category: Magazine
S.W.O.T.
CONCLUSION
A magazine AD is particularly ideal for this product since we can include a coupon and lead them to the website to learn more on allergies. Since our target is middle class, the coupon is of benefit to them to lead to the purchase. It is also much more convenient to snip out the coupon on a printed AD than search and print the coupon, using one’s printer and ink. The magazine is flipped through by different crowds while at the supermarket, so we will reach more audience members.
Media Category: Magazine
Media Vehicles
FAMILY CIRCLE 3,178,706 695,533 3,874,240 3,906,135 -0.8%
O, THE OPRAH MAGAZINE 1,761,031 677,679 2,438,710 2,379,818 2.5%
US WEEKLY 1,096,309 827,784 1,924,093 1,903,989 1.1%
Publication Name2009 Subscriptions
Paid & Verified2009 Single Copy
Sales2009 Total Paid &
Verified2008 Total Paid &
Verified% Change
Media Category: Magazine
Media Vehicles
Publication
Women Ages: 18-49
Parents Unemployed
Family Circle
100% 47% 40% 43%
US Weekly 76% 85% 52% 28%
O Magazine
88% 60% 47% 33%
MEDIA VEHICL
E
1st Bes
t
MEDIA VEHICL
E
2nd
Best
MEDIA VEHICL
E
3rd Bes
t
Media Category: Magazine
Media Schedule
High Flu Season: SpringFirst Day of the Spring Season: March 20th, 2011
Last Day of the Spring Season: June 21st, 2011
Publication February March April May June
Family Circle
US Weekly
O Magazine
Media Category: Magazine
Schedule Explanation
Spring season begins in March and ends in June. Since these magazines
publish monthly, we want to publish at the magazine with the highest qualified
demo starting at February, one month before. US
Weekly has the highest qualified demo, so we will run from February-June.
Family Circle is the second highest, so we will run the ad all through flu season March-June. Since Oprah
has the lowest, we will only advertise at the peak months of flu season.