Target Audience

1
Target Audience

• Objective Target working, married women age
  18-54 who have at least one child and an income
  of 40,000 or higher.
• RationaleThis demographic consumes ready-to-eat
  cookies at a higher index than other consumer
  categories.

2
Geographic

• Objective Use a national media plan with special
  emphasis in certain markets especially the sweet
  17 but also in the top fifty markets that dont
  overlap among these 17 niche DMAs.
• Rationale The product distribution is now
  national and the top 50 markets have been
  highlighted as markets with the best potential
  sales.

Based on WBP primary research conducted in-house
3 years ago, the target profile in previous
advertising campaigns was identified as follows
Adults age 18-34 living in top 50 metro markets
3
Scheduling/Time

• Objective Concentrate advertising
  November-March, flight June-August for all
  markets, including new ones.

Rationale Sweet 17 markets sales drop well
below a consumption index of 50 during these
months. Flighting would be a good idea through
May and September but new national markets should
be exposed as much as possible. Indexes may not
be the same for new markets but should be similar
where the product can create a niche for itself.
4
Reach/Frequency

• Objective Emphasize reach in the new markets to
  as large a percentage of the target as possible.
  Concentrate highest reach plans in the peak sales
  months (November-March) as indicated in
  scheduling objective.

• Rationale Peak sales months represent the best
  times to collect more consumers of the product
  since people seem more predisposed to buy the
  product during these periods. The highest reach
  levels should be achieved during these periods to
  increase the number of potential product users.

5
Sales Promotion

• Objective Run taste sampling campaigns in the
  top fifty markets including those that overlap in
  the sweet 17. The sweepstakes should be
  advertised nationally September-November. May
  want to consider changing the month of the trip
  to May in the future to further boost sales in
  the top sales months preceding it.
• Rationale Taste sampling has increased trial
  purchases 15 to 20 percent in participating
  stores in the past, and the sweepstakes should be
  a enticing incentive to increase consumption in
  the months preceding the give-away, especially
  since November is one of the highest sales months.

6
Media Budget

• Ad Budget 3 of projected sales 28,050,000

• Rationale Expenditures are allocated by percent
  sales of each month with additional money taken
  from the flighted months that is again
  distributed to the months according to their
  percent sales. This ensures that months of higher
  ad concentration will get more money because
  these months have a generate a higher percentage
  of the sales volume.