social norms campaign tv radio cinema buys june 25th july 29th 2007 l.
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Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007 Department of Health 6/21/2007 Media Objectives To reduce and ultimately eliminate teen smoking by creating an environment of 100% compliance – every teen is carded every time

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media objectives
Media Objectives
  • To reduce and ultimately eliminate teen smoking by creating an environment of 100% compliance – every teen is carded every time
  • To create empowerment within the community to take responsibility for keeping our youth tobacco free
  • To create a public environment where store clerks know their adult customers expect them to card youth purchasing tobacco
media plan parameters
Media Plan Parameters
  • Target Audience
    • Adults 25-54
    • Persons 12-24
  • Timing
    • June 25th – August 5th, 2007
  • Geography
    • Statewide
media strategy
Media Strategy
  • Our media strategy is to touch our target audiences during their daily life by utilizing a combination of traditional media such as TV & Radio as well as non-traditional media such as cinema advertising.
media tactics adults 25 54
Media Tactics – Adults 25-54
  • Broadcast/Cable Television
  • - Target a specific daypart such as Early News
  • - Target specific cable networks such as Lifetime, ESPN, BET, FOX News, CNN
  • Radio
  • - Target specific dayparts
  • - Run 70% of media weight in Drive Times and Mid-day
media tactics persons 12 24
Media Tactics – Persons 12-24
  • Cable Television
  • - Target cable newtorks such as MTV, Comedy, Cartoon Network, Spike TV, ABC Family Channel
  • Radio
  • - Target key dayparts such as Mid-day, Evenings and Weekends
  • - Run 70% of the media weight in these dayparts
media tactics
Media Tactics
  • Cinema Advertising
    • Based on current availability, we are able to run our two 30-second TV spots on 431 movie theater screens statewide. This represents 50% of all Ad supported statewide screens.
      • Philadelphia: 288
      • Pittsburgh: 39
      • Harrisburg: 51
      • Wilkes Barre-Scranton: 30
      • Erie: 23
    • Our 30-second spots will be screened during the “pre-show” segments before movie trailers and the feature presentation
cinema advertising
Cinema Advertising

Philadelphia

Pittsburgh

Total Screens: 39

Harrisburg/Lancaster

Total Screens: 288

Total Screens: 51

cinema advertising77
Cinema Advertising

Wilkes-Barre/Scranton

Erie

Total Screens: 30

Total Screens: 23

movie releases
Movie Releases

June 29, 2007

Ratatouille

Comedy/Crime

Not Yet Rated

Starring: Patton Oswalt, Brian Dennehy, Brad Garrett,Janeane Garofalo

A rat named Remy dreams of becoming a great French chef despite his

family’s wishes and the obvious problem of being a rat in a decidedly

rodent-phobic profession.

Live Free or Die Hard

Action/Crime/Thriller

Not Yet Rated

Starring: Bruce Willis, Justin Long

Hero John McClane comes out of retirement to battle an Internet terrorist

organization who are plotting an attack on the country's computer

infrastructure to cripple the nation.

movie releases79
Movie Releases

July 4, 2007

Transformers

Action/Adventure/Sci-Fi

Not Yet Rated

Starring: Josh Duhamel, Bernie Mac, Megan Fox, Rachael Taylor

The compelling saga of the Autobots versus the Decepticons and its

legendary characters, including the two leaders of the opposing sides:

Optimus Prime and Megatron.

License to Wed

Comedy/Romance

Not Yet Rated

Starring: Robin Williams, Mandy Moore

A young couple’s wedding plans are interrupted when the pushy minister

of the bride's family church orders the pair to complete a two-week prenup

course, putting the couple through a series of relationship challenges.

July 13, 2007

Harry Potter and the Order of the Phoenix

Comedy/Romance

Not Yet Rated

Starring: Daniel Radcliffe, Emma Watson, Rupert Grint, Alan Rickman,

Robbie Coltrane, David Bradley

Harry returns for his fifth year of study at Hogwarts and discovers

that much of the wizard community is in denial about the teenager's

recent encounter with the evil Lord Voldemort, preferring to turn a

blind eye to the news that Voldemort has returned.

movie releases80
Movie Releases

July 20, 2007

I Pronounce You Chuck and Larry

Comedy

Not Yet Rated

Starring: Adam Sandler, Kevin James, Jessica Biel

Two straight firefighters pose as a gay married couple in order to qualify

for their department's domestic partner benefits.

July 27, 2007

The Simpsons Movie

Animation/Comedy

Not Yet Rated

Starring: Dan Castellaneta, Julie Kavner, Yeardley Smith, Nancy Cartwright,

Hank Azaria, Harry Shearer, Albert Brooks

The longest-running animated series in history and the longest-running primetime

series currently on television now comes to the big screen

Surf’s Up

Animation/Action

Not Yet Rated

Starring: Jeff Bridges, Zooey Deschanel, James Woods, Jon Heder, Michael McKean

Based on the groundbreaking revelation that surfing was actually

invented by penguins. A “documentary” crew will take audiences

behind the scenes and onto the most competitive and dangerous

display of surfing: the Penguin World Surfing Championship. 

movie releases81
Movie Releases

July 27, 2007

Lars and the Real Girl

Comedy

Not Yet Rated

Starring: Ryan Gosling, Emily Mortimer

A delusional young guy strikes up an unconventional relationship with a doll he

finds on the Internet.

No Reservations

Romance/Comedy/Drama

Not Yet Rated

Starring: Catherine Zeta-Jones, Aaron Eckhart, Patricia Clarkson, Abigail Breslin

Chef Martha James cares for her sister’s 10-year old daughter to after her death

and finds herself sharing her kitchen with a charming up-and-coming chef. Their

chemistry grows beyond a culinary level.