JOMC 172 Advertising Media Lessons from Chocolate Devil: Writing Better Media Objectives

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; it’s; adverting)

JOMC 172 Advertising Media Fluff  The multiple page objective  Repeating tables (% sales & budget allocation)  EV table that’s not used Things to avoid in the future:

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:

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:

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:

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:

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 = 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:

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:

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:

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 year’s volume.” Things to avoid in the future:

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:

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:

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:

JOMC 172 Advertising Media Media objectives that don’t 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:

JOMC 172 Advertising Media