Halls cough drops
Download
1 / 18

Halls Cough Drops - PowerPoint PPT Presentation


  • 121 Views
  • Uploaded on

Halls Cough Drops. 2002 Media Plan Jason Wallace Josh DeLozier. Overview of Contents. Situational Analysis. Halls Cough Drops The target market is females ages 18-49, but also includes anyone affected by throat irritation.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Halls Cough Drops' - jared


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Halls cough drops

Halls Cough Drops

2002 Media Plan

Jason Wallace

Josh DeLozier



Situational analysis
Situational Analysis

  • Halls Cough Drops

  • The target market is females ages 18-49, but also includes anyone affected by throat irritation.

  • Advertising distribution is done through a national campaign utilizing network television channels, and magazines. Newspaper ads will be covered by Parade Magazine

  • Competition includes Actifed, Benadryl, Celestial Seasonings, Sudafed, Ricola, Robitussin, Ludens, Sucrets, and Vicks.


Situational analysis cont
Situational Analysis Cont.

  • Halls Cough Drops in the past has advertised with network television, magazines, newspapers and radio spots.


Marketing goals
Marketing Goals

  • Last year, Pfizer (the parent company) spent $20 million in advertising for the brand. Since Halls is the market leader, the 2002 marketing goal is to increase total sales from the 1999 total of $153 million to $175 million by the end of the fiscal year.


Advertising goals
Advertising Goals

  • In order to accomplish the marketing goal of increasing sales, we plan to increase consumer usage by boosting visibility through an increased use of daytime television and extensive magazine coverage.


Media objectives
Media Objectives

  • To target the message to women of the ages 18-49, and anyone affected by throat irritation.

  • Since Hall’s is the market leader, a national campaign will produce the best results.

  • The campaign will follow a seasonal pattern including fall and spring weather changes, return to school, and flu seasons – usually between September and April.


Media objectives cont
Media Objectives Cont.

  • We have projected our highest month’s reach to be 85% and have a frequency of 8x. (This was accomplished in the month of August.)

TOTAL BUDGET: $19,844,700


Media strategies
Media Strategies

  • Extensive use of television is crucial for our audience because they are likely to be at home when they have an illness.

  • Radio advertising is a cost effective way of sustaining coverage while television advertisements are not running.

  • Magazine advertising is a more permanent medium, allows for detailed copy, color visuals, and also allows couponing.

  • Newspaper advertising will be covered by “Parade Magazine”.


Media strategies cont
Media Strategies Cont.

  • With magazine advertising, the customer will have the opportunity to have something tangible. Magazine advertising has the potential of making the message stay with the person longer.


Media tactics
Media Tactics

  • All television advertisements will appear during seasonal changes and back to school time.

  • A combination of Morning and Daytime television advertising will reach most of our audience.

  • All magazine advertisements will appear as full-page, four-color w/bleed format. (except Parade magazine: half-page)

  • All advertisements appearing in Parade Magazine will feature a coupon.

  • Radio is acting as a reminder advertisement after the television flights.


Media tactics cont
Media Tactics Cont.

  • Radio formats which best serve our target audience are Country, CHR, AC.


Exhibits
Exhibits

*4-week period – August

Television (Daytime)

Reach = 69

400/69 = 5.8

Frequency = 5.8x

GRP = 400

Television (Total)

Unduplicated Reach = 85

500/85 = 5.9

Frequency = 5.9x

GRP = 500

Television (Prime Time)

Reach = 50

100/50 = 2

Frequency = 2.0x

GRP = 100


Exhibits cont
Exhibits Cont.

*Calculated for September. Therefore, these results will not be included in the total reach & frequency calculation for the specified 4-week period.

Network Radio

Reach = 52

450/52 = 8.7

Frequency = 8.7x

GRP = 450


Exhibits cont1
Exhibits Cont.

*4-week period – August

Magazines (one insertion each)

Bride's 10 GRPs

Cosmo 20 GRPs

Mademoiselle 8 GRPs

People 41 GRPs

Time 17 GRPs

W. Watchers 1 GRP

Parade 142 GRPs

Total GRPs = 238 GRPs

Percentage of Reach = 51%

Frequency = 4.7x



Exhibits cont3
Exhibits Cont.

Title Circulation * readers per copy = total audience / universe = GRP

Bride’s 475,013 * 11.57 = 5,495,900.41 / 56,300,000 = 9.76%

Cosmo 2,592,887 * 4.26 = 11,045,699 / 56,300,000 = 19.62%

Mademoiselle 1,113,402 * 4.04 = 4,498,144 / 56,300,000 = 7.99%

People 3,525,250 * 6.5 = 22,914,125 / 56,300,000 = 40.70%

Time 4,073,887 * 2.29 = 9,329,201 / 56,300,000 = 16.57%

W. Watchers 125,000 * 5.05 = 631,250 / 56,300,000 = 1.12%

Parade 37,015,595 * 2.16 = 79,953,685 / 56,300,000 = 142%


Summary
Summary

  • With the $20 million budget, we feel that with the media strategies and tactics chosen, Hall’s will see the aforementioned goal of increasing sales to $175 million.

  • With a vast use of television in the early morning and daytime dayparts coupled with a colossal barrage of magazine advertisements, we feel that our target audience will be effectively reached.

  • Our campaign was executed under the allotted $20 million budget by more than $150,000.


ad