Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
Appendix B
V. Developing the
Integrated Marketing
Communications Program
10. Media Planning and
Strategy
Media Plan for Bumble Bee Tuna
Communications
Objectives
Media
Overview
Media Objectives
Market Groups
Media Details
Bumble Bee Tuna
Media Plan
Phillips-Ramsey
© The McGraw−Hill
Companies, 2003
• Increase expansion strategies into 11 markets, with primary
emphasis on 5 key markets (Group A) and 6 secondary markets
(Group B).
• Develop media strategies to create high awareness in new product
intro markets.
• Develop media strategies to sustain achieved awareness levels.
• Achieve the following combined TV/Print minimum average fourweek
TRP levels:
• Bumble Bee Introduction 700
• Sustaining #1 200
• New Product Introduction 400
• Sustaining #2 200
• As budget permits, incorporate the following expansion strategies:
1. Run the complete TV plan—24 weeks—in all five markets.
2. Beef up the New Product Introduction to 500 TRPs/four weeks.
3. Increase the Sustaining #2 levels to 250 TRPs/four weeks.
• Top five: 45% category white meat (WM) volume and 51% Bumble
Bee (BB) white meat (WM) volume.
• Remaining six: 18% category WM volume and 17% BB WM
volume.
Television
• Schedule length: On-air weeks total 24 in all Top Five markets.
• Weight levels: TRPs vary by campaign period in order to achieve
the combined TV/Print Media Objectives.
Print
• Regional editions of publications selected for ad flexibility and
CPM.
• Will provide May–December continuity coverage in all eleven
markets.
Out-of-Home: New York
• Subway posters: 1,000+ per month for 5 months.
• Bus shelters: 60+ per month for 3 months.
335
Chapter Ten Media Planning and Strategy