Sierra Dungan, Tyler Griftts, Erik Hill, Jacob McCann, Melissa Pierce, Ben SeebeckTable of ContentsExecutive Summary......................................................................................................................................................................................1Situation Analysis.............................................................................................................................................................................................2Marketing Goals.................................................................................................................................................................................................4Target Audience.................................................................................................................................................................................................5Media Objectives..............................................................................................................................................................................................6Creative..............................................................................................................................................................................................................................7Media Strategy......................................................................................................................................................................................................8Media Execution...............................................................................................................................................................................................12Promotions and Non-Traditioinal Eforts...........................................................................................................14Budget................................................................................................................................................................................................................................15Author Bios................................................................................................................................................................................................................16Apendix.............................................................................................................................................................................................................................17Executive SummaryLindt&SprungliAGCompanyisachocolatemanufacturerthat wasestablishedin1845.Lindtisapremiumchocolateproducer that has mastered gourmet chocolate confection. Lindt & Sprungli AGCompanyhasmanybrandnamesincludingCafarel,Lindor, and Lindt, and they ofer a diverse range of chocolate collections. Thecompanysellstheirpremiumsmoothchocolatesworldwide throughtheirownLindtstores,independentdistributors,and companywebsite.Theyoperatetheirbusinessinmanydiferent countries, but their main focus is in Switzerland, Germany, France, and North America.The campaign addresses three main goals for Lindt chocolate: frst, to achieve national distribution in 90% of U.S. food and convenience store outlets; second, to grow brand awareness from 25% to 35% during the next calendar year; and third, to capitalize on the Caf Cache. Lindt is in a large market that competes with hundreds of chocolateproductstowinthesatisfactionofthecustomer.Lindt hasalargepricetagincomparisontosomeofitscompetitors, but for good reason. Lindt is a premium product, and its quality is strides ahead of other chocolate products.To reach our objective, we plan on having a media mix that include magazines,internet,outdooradvertisements,andnewspaper. Wewillalsoutilizenon-traditionalpromotionstoencouragea conversationbetweentheproducerandconsumersonsocial media. All of these factors combined will help us reach our marketing goals and objectives.1Situation AnalysisHistoryLindt & Sprungli AG Company is a chocolate manufacturer that was started in the 19th century in the old town of Zurich, Switzerland, by two confectioners, David Sprungli-Schwarz and his son, Rudolf Sprungli-Ammann. Ever since its establishment in 1845, Lindt has mastered gourmet chocolate confection and hasgrowntobecomeapremiumchocolateproducer.Lindt&SprungliAG Company has brand names including Cafarel, Lindor, and Lindt, and ofers a diverse range of chocolate collections. The company sells their premium smoothchocolatesworldwidethroughtheirownLindtstores,independent distributors,andcompanywebsite.Theyoperatetheirbusinessinmany diferent countries, but their main focus is in Switzerland, Germany, France, and North America.The MarketLindt is in a large market that competes with hundreds of chocolate products to win the satisfaction of the customer. Lindt has a large price tag in comparison to some of its competitors, but for good reason. Lindt is a premium product, and its quality is strides ahead of other chocolate products.Past & Current AdvertisingLindtsadvertisinghistoryisscatteredatbest.Itsmainformofadvertising has been television commercials, which largely focus on the visual and show theprocessofmakingthechocolatewhileasultryvoicenarrates.Lindts most successful campaign featured Roger Federer in their TV commercials in 2012. After the frst commercials success, Lindt paired up with Federer again for a second installment. There hasnt been much by way of advertising since then. New videos are posted to Lindts YouTube page several times a year--some of which still feature Federer--but these videos are web exclusive and have not aired on television. CompetitionCadbury is the second largest confectionery brand in the world and operates in more than 50 countries. They are famous for Dairy Milk chocolate bars and Cadbury Creme Eggs. In 1990, Cadbury World opened. It is a visitor attraction that takes the place of factory tours, and it has become largely successful. Godivaisknownforitswidevarietyofpremiumchocolates.Godiva ownsandoperatesover600retailboutiquesworldwide.Godivaalso produces seasonal and limited-edition chocolates with special packaging for major holidays. In 2012, Godiva opened a cafe in Londons Harrods Department Store. Godivas retail boutiques and cafe pose a threat to Lindts Cafe Cache.Dove produces a wide range of chocolate including milk, dark, caramel, fruit and nut varieties, trufes, and chocolate pieces with a folded milk chocolatecenter.Dovechocolatetendstobemoreafordablethan otherqualitychocolates,whichisatraitthatcouldmakethemmore desirable than Lindt.S.W.O.T.Strengths1.Global brand ambassador2. Excellent brand name and brand presence3. High brand loyalty4. Great taste and packaging4. Highly regarded as a global chocolate brandWeaknesses1.Expensive2. Not easily available3. Bars not as recognizable as trufesOpportunities1.Tap growing cities and retail chains2. Have more variety and smaller gift packagesThreats1.Other competing chocolate brands2. Calorie-conscious people3. Cheaper, lower-end chocolate that customers can aford4. Godivas retail boutiques are a threat to Cafe Cache3Marketing GoalsThe campaign addresses three main goals for Lindt chocolate:1. Achieve national distribution in 90% of U.S. food and convenience store outlets2.Growbrandawarenessfrom25%to35%duringthenext calendar year3. Capitalize on Caf CacheJane is a 32-year-old white woman from Boston who works as a professional.Shehaspost-graduateleveleducationandmakes more than $140,000 per year. She is married and has two children who are 7 and 10 years old. Jane and her family have lived in their home, which has a value of $400,000, for 7 years.Justifcation from Index numbers from MRIGender: Women (121)Age: Women 18-49 (124)Race: White (99)Education: Post-graduate (190)Occupation: Professional and related occupations (150)HHI: Combined $75,000-$149,999 (117) and $150,000+ (135)Census Region: Northeast (142)County Size: A (125)Marital Status: Now married (111)Child Age: 6-11 years (102)Years at Present Address: 5+ Years (105)Homevalue:Combined$200,000-$499,999(117)and$500,000+ (140)Psychographics: Media UsageMagazines: Heavy (117)Internet: Heavy (117)Outdoor: Heavy (114)Newspaper: Heavy (103)Target Audience5Media ObjectivesReach: 75Frequency: 3-4InNovember,December,January,andFebruary,wesurpassed ourgoalsbecausewefocusedouradvertisingdollarsintothe holidaymonths--especiallyJanuaryandFebruary.Wewanted tohitJanuaryhardtoprepareforValentinesDay,soourspot markets ended up having high reach and frequency. We wanted to hit November hard to prepare for Christmas in December.For the months that we spent heavily in, we saw that our goals were blown out of the water. Our methods of advertising worked well and allowedforahighimpressionrate,whichhelpedtomakeLindts branding coming to life.CreativeTagline: Elope with LindtPositioningstatement:WewillpositionLindtasthechocolate gold standard that will revitalize your relationships with youthful spontaneity.Wechosetogowithadouble-meaningelopementtheme.The frst meaning comes from interpreting the tagline as eloping with yourspousebecauseofLindt.Inthisscenario,thetaglinewill appeal to newlyweds, who may have recently discussed eloping, and middle-aged married women, who may be looking to revive their marriages or return to their honeymoon phase. By buying orreceivingLindtchocolate,couplescanberemindedoftheir more indulgent days together. The second possible interpretation of the tagline is to elope by yourself with the chocolate. Looking atitthisway,customerswillbuyLindtasanescapefromtheir everyday stresses. We specifcally chose the word elope because it infers spontaneity, which may convince the audience to buy Lindt chocolate impulsively. It also refects a tropical feel, which can help when promoting Lindts fruit favors. This tagline also works well for social media campaigns, which can both ask for honeymoon/elopement stories and ofer vacations as contest rewards. 7Media StrategyNational & SpotWe decided to use a combination of national and spot advertising. Two of the central goals of this campaign are to increase Lindts nationaldistributionandtoincreasetheirbrandawareness.To accomplish these goals, it is necessary that we advertise nationally.ThethirdgoalofthecampaignistocapitalizeonLindtsCafe Cache. These cafes are located in 10 specifc markets; therefore, utilizing spot advertising in these markets is essential.Based on our analysis of EV% and BDI/CDI, we narrowed our spot marketing strategy to fve markets. The markets we chose to focus on and spend the $3 million allocated to advertising Lindts Cafe Cache on are Chicago, Minneapolis, Miami,Albany, and Charlotte.1) Chicago, IL: EV% - 21.3; BDI/CDI - 105/105Chicago is the largest market. The target audience population is 2,020,900, which is 28.1% of the total market population. Eliminating it would cut out a huge portion of the market. Its BDI and CDI are bothhigh,indicatingsuccessforthebrandandcategoryinthis market. This was an easy choice.2) Miami-Ft. Lauderdale, FL: EV% - 11.9; BDI/CDI - 106/111Miami-Ft. Lauderdale is one of the two growing markets. It has a fve year population growth of 2.03%. Its EV% is the third highest ofthe10markets,anditsBDIandCDIshowthatLindtandthe Premium Chocolate Category are having success.3) Minneapolis-St. Paul, MN: EV% - 13.5; BDI/CDI - 88/98AlthoughMinneapolis-St.PaulhasrelativelylowBDIandCDI,we chose to include this market due to its high EV% and population, bothofwhichranksecondofthe10.TheCDIisjustunder100, meaningthecategoryofpremiumchocolateisdoingfne.The lower BDI in relation to the solid CDI indicates that there is potential for improvement for the Lindt brand. This will be achieved through our brand spot marketing strategy.4) Albany-Schenectady-Troy, NY: EV% - 8.5; BDI/CDI - 119/102Albany-Schenectady-Troy,NYsextremelyhighBDIshowsthat Lindtisdoingverywellinthismarket.WithaCDIover100,the whole category is succeeding here. The EV% is also in the top 5 of the 10 Cafe Cache markets.5) Charlotte, NC: EV% - 8.3; BDI/CDI - 116/103While Charlotte, NCs EV% sits just outside the top fve, we chose this market due to its very high BDI and solid CDI. WealsoconsideredOrlando-DaytonaBeach-Melbourne,FL because its EV% is the ffth highest. It is second of the two growing markets.Itsfveyearpopulationgrowthpercentageis2.85%. However, with a BDI and CDI at 82 and 87, respectively, we felt that this markets potential just missed the cut for the top fve.Another market that we considered was Cincinnati, OH due to its 102 BDI and 94 CDI. Those numbers are solid, but they do not elevate this market into the top fve when paired with one of the lowest EV percentages in the group.Estimated Value Percentage:7.5% - Portland-Auburn, ME8.5% - Albany-Schenectady-Troy, NY*21.3% - Chicago, IL*13.5% - Minneapolis-St. Paul, MN*6.3% - Burlington-Plattsburgh, VT-NY11.9% - Miami-Ft. Lauderdale, FL*9.9% - Orlando-Daytona Beach-Melbourne, FL5.8% - Bufalo, NY7.1% - Cincinnati, OH8.3% - Charlotte, NC*AftercalculatingupdatedEVpercentagesconsideringonlythe 9Media Strategyfve selected markets, we have allocated the $3 million Cafe Cache budget as follows:MarketEV %Spending AllocationChicago, IL32.3%$969,258Miami-Ft. Lauderdale, FL18.5%$553,892Minneapolis-St. Paul, MN21.6%$647,671Albany-Schenectady-Troy, NY 14.5%$435,843Charlotte, NC13.1% $393,335Total100%$3,000,000ThiscampaignsgoalistopromotethewholeLindtbrandwhile focusingonLindtspremiumbars.WhenweanalyzedLindts chocolate bars share of voice in the premium chocolate category, whatinitiallystoodoutwasthelackofspending.Withour$27 million budget, we will accomplish all of our goals. In order to increase national brand awareness, we need to increase our reach. To accomplish this, we spent just shy of $7 million on national television ads, $3 million on newspapers ads, and roughly $3milliononnetworkradioads.Advertisinginnewspapersis expensive,butthepotentiallyhighreachisworththecost.We specifcallychosetoutilizeradiobecauseitisrelativelycheap, andithelpsusgainalargeamountofreachaswell.Currently, Lindts share of voice in radio, newspapers, and national television is nearly nonexistent. Our media strategy changes that.Basedontheindexnumbersofpsychographics,weknowthat members of our target audience are heavy users of magazines and the Internet. Therefore, we decided to spend $2.5 million on magazines,whereLindtalreadyhasastrongshareofvoiceof 30.2%. A focus for this campaign is to create an engaging presence on the Internet--a medium where Lindts current share of voice is less than 1%. Lindt wants to have an interactive conversation with its customers. We will achieve that by spending over $2 million on Internet and social media advertising.Share of Voice: Brand: Lindt Excellence Chocolate Bar Category: Premium ChocolateMagazinesNatl NewspaperOutdoorNet TVSpot TVCable TVNet RadioOnline Video30.2%0.0% 0.0% 0.0%11.5%0.1% 0.0%0.6%Total: 6.5%SeetheappendixforadditionalinformationregardingEV%and share of voice statistics.Scheduling PatternsWe will use a pulsing schedule to advertise heavily in months close to major holidays and moderately for the rest of the year. In other words,wewillcapitalizeonthetimeofyearwhendemandfor Lindts products is the highest. The heavy advertising will start in JanuaryinpreparationforValentinesDay.Wewillcontinueto heavily advertise throughout February. After February, our advertising will be light but consistent over a widerangeofmedia.Thiswillkeepthebrandinpeoplesminds throughout the year, but its presence will not be overbearing. Then, in November, we will return to heavy advertising in preparation for Christmas. This will continue through December.11Media ExecutionWefundedradio(evening,midday,andmorningdrivetimes),TV (both prime and daytime), magazines (womens), and newspaper. We decided to use newspaper because our target audience consists of highly educated women who are more likely to read the Sunday and weekday newspapers.We knew social media was important because women spend a lot oftimeontheirphonesplayinggames,readingarticles,scrolling throughtheweb,shopping,andlisteningtomusiconPandoraor othermusicapplications.Bymakingastrongpresenceinsocial media, we saw that our reach and frequency skyrocketed, especially in spot markets.We needed to spread our reach and frequency into national markets, sowecontinuedtohitsocialmediaandphoneshard,butwehad to also advertise more on national TV programs. We bought ads on national prime TV and daytime TV. Our demographics watch award shows,sports,soapoperas,andrealityshows,sohittingbythese dayparts, it was no surprise that our frequency went up in national markets as well.Magazines, radio, social media, prime TV, and daytime TV helped us to expand our reach and frequency. As we did this, Lindt was able to make a big presence in markets that want to reach.Cable TVThe following networks would be best for Lindt to advertise on:1. TVGN (120) 2. Bravo (111)3. Food Network (121) 4. BBC America (143)5. Travel Channel (126) 6. The Tennis Channel (188)Internet: Amazon, Facebook, YouTubeThefollowingarethemost popular online sites among Lindts demographics.Wewilladvertise on the following fve sites:1. ivillage.com(424)2.overstock.com (232)3.fandango.com (158)4.pbs.com (219)5.abc.com (152)6.nbc.com (142)RadioWewanttoutilizeradiobecause itgivesLindtmorefrequency andreachamongsttheirtarget audience.Radioisalsocheaper andallowsustoadvertisemore at a cheaper rate compared to TV and other forms of advertising. 1.Weekdayradio(7p.m.to midnight) (113) 2.Weekendradio(10a.m.to3 p.m.) (104) 3.Weekendradio(7p.m.to midnight) (103) Social MediaFacebook,Instagram,Pinterest, Twitter,andstyle,fashion,home decor, and food-related blogs MagazinesThe following are the most popular amongstourtargetaudience. Wewilladvertiseinthetopfve magazines:Yoga,TheAtlantic, Audubon, Vogue and Elle Decor. 1. All You (242)2.Vogue (218)3.Yoga (365) 4.The Atlantic ( 262) 5.Audubon (410) 6.New York Magazine( 356)7.People (128)8.In Touch (181)9.Food Network Magazine (153) 10. Good Housekeeping (160)NewspapersWomenaretheprimaryreaders of newspapers. However, men read them as well. Around the holidays, advertisementsinthismedium couldbeawayforLindttogain the attention of the men who are pronetobuychocolatefortheir signifcant others. 1. New York Times (daily) (125) 2.New York Times (Sunday) (124) 3.USAWeekendCarrier Newspapers (100) 4.Wall Street Journal (117) 5.Sunday Net Carrier Newspapers (127) 6.Metro-Puck Carrier Newspapers (106) 7.Chicago Tribune (Sunday)(162)13Promotions/Non-TraditionalTopromoteLindtchocolatebarsnon-traditionally,wewillfocusonsocial media.Asofnow,LindtsFacebookpresenceisstagnant.Contentis created and released daily, but the desired interaction between producer andconsumerislacking.With1.5millionfollowers,poststhatachieve under 1000 likes are not cutting it. We will focus on creating content that encourages interaction. The most important side of that interaction will be Lindts response. A full-time intern will further the conversation created on Facebook. Asidefromtheimplementationoftheplan,whatwillthecontentbe?We wanttostartaconversation--onethatstartsonFacebookandmigrates to other social media sites such as YouTube, Twitter, and various blogging platforms. In alignment with our tagline Elope With Lindt, we will ask our fanstosharetheirromanticelopementorgetawaystories.Theperson who shares the story that is generally rated by our marketing team to be the most romantic will win a romantic getaway (funded by Lindt) to their headquarters and factory in Kilchberg, Switzerland. This will help increase our image of Lindt chocolate as being the chocolate gold standard that will revitalize your relationships with youthful spontaneity.ThismigrationbetweensocialmediaswillbeencouragedbyYouTube, Pinterest, and Instagram. We will hold a secondary contest that will require contestantstocreateavideothattellstheirromanticstory.Wehopeto encourage the spontaneity that we are promoting along with our chocolate bars. The winner will receive a cash prize for an elopement getaway. This goes hand-in-hand with our Elope With Lindt tagline. We will also use the hashtag #elopewithlindt. Combining the hashtag with thetargetedonlineadswewillcreatetrendsthatwillonlyincreasethe exposure and reach of our campaign. We will also select bloggers that our target audience follows and send them Lindt chocolate bar samplers. We will do this with the understanding that they review the bars.Alloftheseefortsarenotaone-time-onlyevent.Thesewillrequire dedication over a long period of time. We will use the remaining $4.9 million from our media campaign for these promotions. Budget$27,000,000 - Total$5,000,000 - Special Promotions$3,000,000 - Cafe CacheMonthly Budget - (000) $2995.6 - January$4296.5 - February$1074.1 - March$1074.1 - April$1074.1 - May$1135.0 - June$1074.1 - July$1074.1 - August$1074.1 - September$1074.1 - October$2990.6 - November$3066.9 - December$21998.3 - Total$18000.4 - National only total $3997.9 - Spot only total$4149.1 - Net TV-Daytime$2061.9 - Net TV-Prime$160.8 - Net TV-L Nite/L News$430.0 - Net TV-Sports$29.7 - Net Cable-Daytime$65.0 - Net Cable-E Fringe$653.3 - Net Cable-Prime$72.9 - Net Cable-L Fringe$314.1 - Natl Syndication$1082.9 - Net Radio-Morning Drive$648.4 - Net Radio-Daytime$1398.6 - Net Radio-Evening Drive$43.7 - Net Radio-Nighttime $2499.0 - Magazines-Women$3048.7 - National Newspapers$1342.2 - Digital National$997.7 - Spot TV-Prime$715.2 - Spot Cable$187.0 - Spot Radio-Morning Drive$195.5 - Spot Radio-Daytime$374.6 - Spot Radio-Evening Drive$792.7 - Direct Mail$735.2 - Digital Spot15Author BiosSierraDunganwillbegraduatingwithadegreeinvisual communicationinJuly.Sheisjustwrappinguphersocial marketing internship with the Madison School District. After graduation, she plans on moving home to Portland. Sierra loves discovering new music, cool restaurants, and awesome locations for photography.Tyler Griftts is a communication student with an emphasis in public relations, and he will be graduating in December of 2015. He is from Coeur d Alene, Idaho, where he enjoys the outdoors, swimming, biking, and running.Erik Hill is a public relations junior at BYU-Idaho. Hailing from Bremerton, Washington, he and his wife, Danielle, have made Rexburg, Idaho their home for the past four years. Together, they have a family consisting of two-year-old Isaac and one-month-oldEmma.Hecurrentlyworksasaphotographer for BYU-Idahos University Relations Department.JacobMcCannisstudyingcommunicationwithan emphasisinvideoproduction.Hisgoalsaftergraduation include making video advertisements, freelance work, and becoming a high school teacher for video production.He lovesplayingthebassguitarandspendingtimewithhis wife.MelissaPierceisavisualcommunicationstudentatBYU-Idaho.Althoughsheisadesignmajor,sheisalsotaking classesinediting,marketing,andwriting.Sheisoriginally from Orange County, California, and is returning to California at the end of the semester for an internship in Tarzana.Ben Seebeck is from Atlanta, Georgia. He is a senior studying communication with an emphasis in advertising and video productionatBYU-Idaho.Hehasworkedasaneditorfor the Scroll, BYU-Idahos newspaper, since 2013. Appendix1719Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total AcrossNet TV-Daytime 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240$(000) 345.8 345.8 345.8 345.8 345.8 345.8 345.8 345.8 345.8 345.8 345.8 345.8 COST: 4149.1Net TV-Prime 10 10 5 5 5 5 5 5 5 5 10 10 GRPS: 80$(000) 257.7 257.7 128.9 128.9 128.9 128.9 128.9 128.9 128.9 128.9 257.7 257.7 COST: 2061.9Net TV-L Nite/L News 10 GRPS: 10$(000) 160.8 COST: 160.8Net TV-Sports 10 GRPS: 10$(000) 430.0 COST: 430.0Net Cable-Daytime 10 GRPS: 10$(000) 29.7 COST: 29.7Net Cable-E Fringe 10 GRPS: 10$(000) 65.0 COST: 65.0Net Cable-Prime 10 10 10 10 GRPS: 40$(000) 163.3 163.3 163.3 163.3 COST: 653.3Net Cable-L Fringe 10 GRPS: 10$(000) 72.9 COST: 72.9Natl Syndication 20 GRPS: 20$(000) 314.1 COST: 314.1Net Radio-Morning Drive 50 60 10 10 10 10 10 10 10 10 50 50 GRPS: 290$(000) 186.7 224.0 37.3 37.3 37.3 37.3 37.3 37.3 37.3 37.3 186.7 186.7 COST: 1082.9Net Radio-Daytime 10 40 10 10 10 10 10 10 10 10 10 30 GRPS: 170$(000) 38.1 152.6 38.1 38.1 38.1 38.1 38.1 38.1 38.1 38.1 38.1 114.4 COST: 648.4Net Radio-Evening Drive 50 60 20 20 20 20 20 20 20 20 50 50 GRPS: 370$(000) 189.0 226.8 75.6 75.6 75.6 75.6 75.6 75.6 75.6 75.6 189.0 189.0 COST: 1398.6Net Radio-Nightime 10 GRPS: 10$(000) 43.7 COST: 43.7Magazines-Womens 40 40 20 20 20 28 20 20 20 20 40 40 GRPS: 328$(000) 304.8 304.8 152.4 152.4 152.4 213.3 152.4 152.4 152.4 152.4 304.8 304.8 COST: 2499.0National Newspapers 10 10 10 10 GRPS: 40$(000) 762.2 762.2 762.2 762.2 COST: 3048.7Digital National - Ad Networks - Run Of Network - Ad Networks - Demo Targeted - Video Networks - Publisher Video Sites - Social - Mobile 29 29 15 15 15 15 15 15 15 15 29 29 GRPS: 232$(000) 165.2 165.2 85.2 85.2 85.2 85.2 85.2 85.2 85.2 85.2 165.2 165.2 COST: 1342.2Spot TV-Prime 10 10 10 10 10 10 10 10 10 10 10 10 GRPS: 120$(000) 83.1 83.1 83.1 83.1 83.1 83.1 83.1 83.1 83.1 83.1 83.1 83.1 COST: 997.7Spot Cable 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240$(000) 59.6 59.6 59.6 59.6 59.6 59.6 59.6 59.6 59.6 59.6 59.6 59.6 COST: 715.2Spot Radio-Morning Drive 10 10 10 10 10 10 10 10 10 10 10 10 GRPS: 120$(000) 15.6 15.6 15.6 15.6 15.6 15.6 15.6 15.6 15.6 15.6 15.6 15.6 COST: 187.0FlowchartMedium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total AcrossSpot Radio-Daytime 10 10 10 10 10 10 10 10 10 10 10 10 GRPS: 120$(000) 16.3 16.3 16.3 16.3 16.3 16.3 16.3 16.3 16.3 16.3 16.3 16.3 COST: 195.5Spot Radio-Evening Drive 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240$(000) 31.2 31.2 31.2 31.2 31.2 31.2 31.2 31.2 31.2 31.2 31.2 31.2 COST: 374.6Direct Mail 20 20 20 20 GRPS: 80$(000) 198.2 198.2 198.2 198.2 COST: 792.7Digital Spot - Ad Networks - Run Of Network - Ad Networks - Demo Targeted - Video Networks - Publisher Video Sites - Social - Mobile 1,207 1,207 34 34 34 34 34 34 34 34 1,207 1,207 GRPS: 5102$(000) 173.9 173.9 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 173.9 173.9 COST: 735.2National Only AreaGRPS 228 358 99 99 99 107 99 99 99 99 228 248 GRPS: 1870$(000) 2412.8 3718.6 863.3 863.3 863.3 924.2 863.3 863.3 863.3 863.3 2412.8 2489.1 Cost: 18000.4Reach 77.5 87.5 55.9 55.9 55.9 58.8 55.9 55.9 55.9 55.9 77.5 79.3Avg. Freq. 3.0 4.1 1.8 1.8 1.8 1.8 1.8 1.8 1.8 1.8 3.0 3.1Spot Only AreaGRPS 1297 1297 104 104 104 124 104 104 104 104 1297 1297 GRPS: 6042$(000) 577.9 577.9 210.8 210.8 210.8 210.8 210.8 210.8 210.8 210.8 577.9 577.9 Cost: 3997.9Reach 85.6 85.6 55.2 55.2 55.2 63.6 55.2 55.2 55.2 55.2 85.6 85.6Avg. Freq. 15.2 15.2 1.9 1.9 1.9 1.9 1.9 1.9 1.9 1.9 15.2 15.2Spot + NationalGRPS 1526 1656 203 203 203 231 203 203 203 203 1526 1546 GRPS: 7912$(000) 2990.6 4296.5 1074.1 1074.1 1074.1 1135 1074.1 1074.1 1074.1 1074.1 2990.6 3066.9 Cost: 21998.3Reach 93.5 94.5 78.7 78.7 78.7 83.2 78.7 78.7 78.7 78.7 93.5 93.6Avg. Freq. 16.3 17.5 2.6 2.6 2.6 2.8 2.6 2.6 2.6 2.6 16.3 16.521Total 000Proj 000Pct AcrossPct DownIndexTotal 237011 5908 2.5 100 100Men 114141 2059 1.8 34.8 72Women 122870 3849 3.1 65.2 126Educ: graduated college plus 67714 2103 3.1 35.6 125Educ: post graduate 24233 854 3.5 14.5 141Women 18-34 36060 1309 3.6 22.2 146Women 18-49 67433 2371 3.5 40.1 141Women 25-54 63943 2102 3.3 35.6 132Occupation: professional and related occupations 321901185 3.7 20.1 148HHI: $150,000+ 26233 818 3.1 13.8 125HHI: $75,000-$149,999 68105 2353 3.5 39.8 139Census Region: North East 43097 1782 4.1 30.2 166County Size: A 97994 2748 2.8 46.5 112Marital Status: Never Married 65394 1709 2.6 28.9 105Marital Status: Now Married 126438 3258 2.6 55.2 103Marital Status: Engaged 11676 307 2.6 5.2 106Child age: 6-11 years 44113 1111 2.5 18.8 101Child age: 12-17 years 46089 1492 3.2 25.2 130Years At Present Address: 5+ Years 132008 3237 2.5 54.8 98Home value: $200,000-$499,999 60264 1825 3 30.9 121Home value: $500,000+ 15352 484 3.2 8.2 127Race: White 178734 4667 2.6 79 105Magazines: I (Heavy) 47400 1432 3 24.2 121Radio II 47392 1393 2.9 23.6 118Internet I (Heavy) 47371 1590 3.4 26.9 135Outdoor II 47402 1318 2.8 22.3 112Cable Services: BBC America 17325 505 2.9 8.6 117Cable Services: Bravo 32814 825 2.5 14 101Cable Services: Food Network 56594 1628 2.9 27.6 115Index DataTotal 000Proj 000Pct AcrossPct Down IndexCable Services: Tennis Channel 2703 127 4.7 2.1 188Cable Services: Travel Channel 27950 720 2.6 12.2 103Cable Services: TVGN 7441 228 3.1 3.9 123Magazines: All You 4335 213 4.9 3.6 197Magazines: The Atlantic 1813 95 5.3 1.6 211Magazines: Audubon 1655 89 5.4 1.5 216Magazines: Food Network Magazine 11747 344 2.9 5.8 118Magazines: Good Housekeeping 17084 763 4.5 12.9 179Magazines: In Touch 6169 278 4.5 4.7 181Magazines: New York Magazine 1696 150 8.9 2.5 356Magazines: People 42615 1360 3.2 23 128Magazines: Vogue 12663 522 4.1 8.8 165Magazines: Yoga Journal 2039 152 7.4 2.6 298Magazine Types: Women 88187 2722 3.1 46.1 124Magazine Types: Women Fashion 25117 919 3.7 15.5 147Radio: Weekday 7:00 pm - Midnight 36912 1043 2.8 17.7 113Radio: Weekend 10:00 am - 3:00 pm 103449 2693 2.6 45.6 104Radio: Weekend 7:00 pm - Midnight 39231 1005 2.6 17 103TV Show Types: Late Night Network News/Info - Mon-Fri 2461 86 3.5 1.4 139TV Show Types: Late Night Talk/Variety 3808 166 4.4 2.8 175TV Show Types: News- Specials 16470 670 4.1 11.3 163TV Show Types: Pageants - Specials 10838 593 5.5 10 219TV Show Types: Reality-based 6253 179 2.9 3 115TV Show Types: Tennis 9814 398 4.1 6.7 163Web Sites: abc.com 9839 392 4 6.6 160Web Sites: Fandango 11437 404 3.5 6.8 142Web Sites: iVillage.com 469 34 7.2 0.6 291Web Sites: nbc.com 10546 459 4.3 7.8 174Web Sites: pbs.org 8775 325 3.7 5.5 148Web Sites: ABCNews.com 13104 603 4.6 10.2 185Web Sites: Overstock.com 14993 633 4.2 10.7 16923Ostrow ModelMarketing Factors that Afect FrequencyEstablished Brand: +.1Low market share: +.1Dominant brand in market: -.1High brand loyalty: +.1Long purchase cycle: -.1Product used oppurtunity: +.1Score: +.1Copy Factors that Afect FrequencySimple copy: -.1Copy more unique than competition: -.1Continuing old campaign: -.2Product sell copy: +.1Single kind of message: -.2To avoid wear out: new message: -.2Small ad units: +.1Score: -.6Media Factors that Afect FrequencyHigher ad clutter: +.2Compatible editorial environment: +.1Attentiveness (to media) high: +.1Pulsed or fighted campaign: +.2Many media used: +.2Opportunities for media repetition: -.2 Score: +.6Reach: 75Frequency: 3.1GRP: 232.5