Frost™ Brand

1. Frost™ Brand Media Objectives

2. Frost™ Brand Media Objectives: What do we want to achieve by using media? • Target Audience(s) • Geography • Seasonality/Timing • Reach/Frequency • Other

3. Frost™ Brand Media Objectives: What. Not How. • Quantitative benchmarks where possible. • Rationale: Justify every objective with specific reasons. • NEVER specify media choices (that’s what media strategies are for).

4. Frost™ Brand Target Audience Objective(s)

5. Target Audience Objective (Primary) Direct advertising toward female homemakers age 25-54, with children, and living in urban areas. Rationale: - MRI indicates heaviest concentration of users in this group (66.4% of users are 25-54). - Distribution is best in metro areas of 200,000+ population.

6. MRI Usage Data

7. Target Audience Objective (Secondary) Direct advertising toward the food store trade, particularly food store managers and chain headquarters. Rationale: - Expand food store distribution in areas where it is below 70 percent. - Need continued strong communication with food store managers and chain headquarters.

8. Frost™ Brand Geographic Objective(s)

9. Geography Objective (National) Provide national coverage. Rationale: - Support national distribution and sales (sales goal is a 10% increase next year). - Hold present users and expand market by attracting new users.

10. Geography Objective (Spot) Provide heavy-up coverage in regions of above-average sales and distribution [East Central (BDI 120 / ACV 81) & Pacific (BDI 110 / ACV 75)*]. Rationale: - Hold present users (High BDI). - Attract new users (High ACV). - Consolidate sales position in the East Central territory to minimize competitive threats. *West Central (BDI 102 /ACV 72) might be included if funds are available.

11. Frost™ Brand Scheduling/Timing Objective(s)

12. Scheduling Objective Provide year-long continuity if possible, with seasonal heavy-up Nov.-Apr. Rationale: - Continuity is desirable to achieve sales goal. - Nov.-Apr. is peak selling season. - Nov. & Jan. sales promotions.

13. Frost™ Brand Reach/Frequency Objective(s)

14. Reach / Frequency Objective Maximize* reach nationally with emphasis on additional frequency* in heavy-up areas, particularly the East Central. Rationale: - National reach to provide broad coverage, support national distribution and sales, hold present users, and attract new users. - Frequency to support regions of above-average sales and distribution and to meet competitive threats (East Central). *NOTE: Data are not adequate to establish specific reach/frequency goals.

15. Frost™ Brand Creative Objective(s)

16. Creative Implications Select media that permit visualization and simple product demonstration. Rationale: - Support primary appeals of copy platform.

17. Frost™ Brand Promotion Objective(s)

18. Sales Promotion Objective Provide media support for two sales promotion efforts. Rationale: - January (sweepstakes promotion) - November (national couponing effort) - Working media budget of $6,500,000 includes promotion support.

19. Frost™ Brand Merchandisability Objective(s)

20. Merchandisability Objective To the extent possible, without jeopardizing the overall plan, select media that are merchandisable to the food store trade. Rationale: - Company does not maintain its own sales force; it must rely on brokers and wholesalers to sell and service the food store trade. - Expand food store distribution in areas where it is below 70 percent. - Need continued strong communication with food store managers and chain headquarters.

21. Frost™ Brand Budget Objective(s)

22. Budget Objective Accomplish the preceeding media objectives within a working media budget of $6,500,000. Rationale: • Client has established budget to cover media costs, including promotion support.