Lessons from Chocolate Devil: Writing Better Media Objectives

1
Lessons from Chocolate Devil Writing Better
Media Objectives
2
Overall, a good job.

• Obvious application of the lessons from
  class/text.
• Always room for improvement.
• Deck issues
• Page numbers
• Overprinting
• - Consistency throughout
• - Spelling / grammar (mediums its adverting)

3
Things to avoid in the future

• Fluff
• The multiple page objective
• Repeating tables ( sales budget allocation)
• EV table thats not used

4
Things to avoid in the future

• Writing in first person
• First, I identified the primary target
• I think that the target audience should be

5
Things to avoid in the future

• Presenting numbers in paragraph form
• Effective Frequency (Base 3) (-0.2
  established brand) (0.2 low market share)
  (-0.2 high brand loyalty)

6
Things to avoid in the future

• Confusing presentation of data
• Months out of time order (Dec., Mar., Jan., Nov.,
  Feb., Oct., etc.)
• Pie chart for monthly budget allocation.
• EV chart for no reason, or with unclear
  calculations.
• Partial data

7
Things to avoid in the future

• Inaccurate numbers
• Media budget
• 280,500,000 / 2,050,000 / 28,050
• 108,405
• 935,000,000 / 30 billion
• 39,270,000
• New Orleans BDI 534.
• June July have least amount of sales

8
Things to avoid in the future

• Rationale that does not support the objective
• Objective Target women age 35-44Rationale
  Three fourths of trial purchases are made by
  women age 25-49
• Objective Target women age 18-49Rationale
  Heavy User Index 106
• (Heavy User Index for 18-24 79)
• Provide heavy-up coverage in all 17 spot
  marketsRational show data for only 10 markets
  in table.

9
Things to avoid in the future

• Media objectives that are not clearly written
• Reach / Frequency Objective Provide
  disproportionate percent of reach and frequency
  on top of continuous reach.
• Concentrate advertising nationally and in spot
  markets.

10
Things to avoid in the future

• Media objectives that are not objectives
• Target Audience Objective According to research
  conducted recently, three fourths of all trial
  purchasers are married women, age 25-49, with 2-4
  children living in the top 50 metro markets.

11
Things to avoid in the future

• Media Objectives that are not media objectives
• Sales Promotion Objective Achieve 20 trial
  rate using sales promotional taste tests and
  other tactics.
• Distribution Objective In addition to
  distributing Chocolate Devil to grocery stores,
  there should be an increased focus on
  distributing in convenience stores.
• Sales Objective Generate 70 increase in gross
  sales above last years volume.

12
Things to avoid in the future

• Media objectives that are not specific
• Geography additional heavy-up dollars in
  certain spot markets
• Reach/Frequency achieve high reach and average
  frequency
• Reach/Frequency Achieve an effective reach

13
Things to avoid in the future

• Media objectives that are too narrow
• Target female homemakers age 35-44
• Target household income of 40,000-49,999
• Geography 4 of the 17 original markets
• Geography original 17 markets plus the New
  England region
• Geography target living in the Top 50 metro
  markets

14
Things to avoid in the future

• Media objectives that are NOT supported by
  marketing facts
• Direct advertising toward the food store trade
  including major chains, super stores and C
  stores.
• Provide media support for sales promotions in
  Dec. and March.

15
Things to avoid in the future

• Media objectives that dont coordinate with each
  other
• Target living in the Top 50 metro markets
  andGeographic national media campaign
• National reach goal 90 andSpot reach goal 75
• Heavy up months Sept.-May (when Sept.-May are
  only months used)
• Target based on heavy users and geography based
  on all users

16
(No Transcript)