Chocolate Devil Media Objectives for Project 3

Spring 2005JOMC 1722 of 14 From Objectives to Strategy Project 2 = Media Objectives Project 2 = Media Objectives Project 3 (due Tues. March 29) = General Media Strategies Project 3 (due Tues. March 29) = General Media Strategies Use the following media objectives. Use the following media objectives.

Spring 2005JOMC 1723 of 14 Target Audience Objective Focus media weight on married women, ages , living in households with children, $40,000+ HH income. Rationale: - A recent test market revealed that three fourths of all trial purchases were made by married women ages with 2-4 children. One fourth of these trial purchasers become loyal to Chocolate Devil, and this group averages 2-4 purchases per month. - MRI data supports the results of this test market.

Spring 2005JOMC 1724 of 14 MRI: RTE Cookies

Spring 2005JOMC 1725 of 14 Geography Objective (national) Use media to achieve broad national coverage. Rationale: - Will achieve national distribution by the end of September, A major national media push is essential to Chocolate Devil’s marketing strategy of increasing overall sales by 70% and generating 40% of sales from new national markets.

Spring 2005JOMC 1726 of 14 Geography Objective (spot) Concentrate extra weight in the original 17 spot markets during key sales months. Rationale: - Additional weight in the original 17 spot markets is necessary during key sales months to keep competitors from eroding market share. The marketing objectives require that Chocolate Devil maintain/increase market share in these markets, and the 60% of gross sales should come from these markets.

Spring 2005JOMC 1727 of 14 Scheduling / Timing Objective 1 Maintain heaviest advertising weight during the best sales months, September through May. Flight June, July and August. Allocate media dollars based on sales contribution of each month. Rationale: - Competitors will be spending heavily to gain share points. A focus on the best sales months is necessary to meet this competition head on, as well as to match traditional peak sales periods and support promotion efforts.

Spring 2005JOMC 1728 of 14 Scheduling / Timing Objective 2 Increase allocation for launch month (September) by moving funds from other months, primarily April & May. Rationale: - Extra weight is essential for Chocolate Devil’s September national product launch. April and May will suffer the least harm by sacrificing budget for September, as brand awareness for Chocolate Devil should peak by March.

Spring 2005JOMC 1729 of 14 Reach / Frequency Objectives Achieve 90 reach and 4.1 frequency during the introductory month of September. No spot market heavy-up spending is needed in September due to heavy weight in national media. Optimize reach during remaining months. Rationale: - Chocolate Devil is a new national brand, and new brands need to optimize reach to gain share of mind in a highly competitive category like cookies. National weight hits all spot markets. Ostrow Model estimates suggest 4.1 frequency level.

Spring 2005JOMC of 14 Ostrow Model = = 4.1

Spring 2005JOMC of 14 Sales Promotion Objective Provide media support nationally for “Chocolate Devil Island” promotion during September through November. Rationale: - Coordination of “Chocolate Devil Island” promotion with national launch will generate maximum excitement, and this promotion will have maximum appeal during cooler months. Sweepstakes winners will be announced in December.

Spring 2005JOMC of 14 Media Budget Objective 1 Accomplish objectives within a working media budget of $28.05 million. Rationale: - Budget is 3% of projected gross sales of $935 million.

Spring 2005JOMC of 14 Media Budget Objective 2 Allocate budget as follows: Allocate budget as follows: Rationale: - Monthly allocation is based on sales contribution by month with additional emphasis on launch month and first quarter sales promotion.

Spring 2005JOMC of 14 Project 3: Developing Media Strategy (5 pgs. max.) 1. Determine which media to use to achieve the objectives. 2. Rank media choices based on budget allocation ($ & %). 3. Determine budget allocation by month by medium ($ & %). 4. Determine budget allocation for national vs. spot media ($ & %). 5. Determine which media you will not use. S Provide rationale for all decisions.