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Month

Freq.
Budget
MiniReach
Project #2:
Media GRPs
Strategy %
for of
Mary
Kay Cosmetics
Ladd and Girard
Jan.
75
3
225
8.5
a.
OBJECTIVES:Reach and Frequency Goals: The
Feb.
75
3
225
8.5
average reach is 72 and the average frequency is 3. The total GRP is
March
80
4
320
12
2,660. The reach and frequency would need to be consistently high.
Mary Kay is an established company but they are trying to reach a new
April
80
4
320
12
generation that might be unfamiliar with their products.
May
60
2
120
4.5
b.
Continuity & Impact: We chose a pulsing pattern that
maintains continuity throughout the year while increasing reach and
June
60
2
120
4.5
frequency during change of seasons and holidays. Print ads will be full
July
60
2
120
4.5
page and video advertising will be around thirty seconds to allow for
Aug.
60
2
120
4.5
more information to be shared with the consumer. Through high
frequency there should be recency for the consumer.
Sept.
80
4
320
12
Media Objectives Related to Overall Marketing Goals:
Oct.
75
3
225
8.5
1. To reach 75% of millennial women on a frequency of 4 times per month.
Nov.
75
3
225
8.5
2. To create brand loyalty among Millennials ages 18-25. 3. To reach
women at a higher frequency during key seasonal transitions when skin
Dec.
80
4
320
12
concerns and fashion concerns change. We based our objectives on Mary
Kays overall objectives to increase awareness, positive perception, and
consideration for product purchase among female consumers ages 18-25 (Mary Kay, Inc., 2013). Our media choices will
have a broad national reach because the most responsive DMAs with high total sales in Drugs, Health Aids, and Beauty
Aids are scattered throughout the country (Kantar Media SRDS, 2014). Our overarching objective goal is to establish brand
loyalty with Millennials. In order to obtain that relationship, the advertising must actively engage with Millennials to create
positive advertising through outlets they frequent and trust.
STRATEGY:
a.
Main Strategic Vision: Focus advertising in digital media to reach Millennials that consume media on the go. A
visual focus will emphasize the demonstrative qualities of Mary Kay products. Most advertising will be concentrated on
non-traditional media such as websites and online video services, but traditional media will also be covered through
magazines.
b. Paid/Owned/Earned/Shared Media Discussion: Through the POES model we want to create positive and up to date
messages on media we can control, such as paid and owned. We also want to influence positive conversation through social
media and customer satisfaction through what we cant control, such as earned and shared.
c. Strategy Connected to Research and Objectives: The use of digital media in advertising allows a company to develop a
personalized relationship with their consumer. Millennials are the largest age group to respond to these personalized
messages. Personalization also increases the level of loyalty between a consumer and a company (Smith, 2011). Video
advertisements would be exclusively aired online because Millennials are increasingly disinterested in traditional television
viewing. In November of 2013, 41% of Millennials reported that they watch television shows online (ODonnell, 2014).
MEDIA MIX:
a. Media Choices: Our digital media will focus primarily on a mix of video and display ads through online video services,
social media, and websites, including magazine websites. Magazine advertisements are the only print media we will use. We
also hope to use non-traditional advertising through sponsorships and promotions. Through this we could potentially
encourage positive consumer generated content. We want to keep up with Mary Kay competitors in digital advertising since
digital and mobile ad sales have drastically increased in the past few years (Hulkower, 2013). Digital and mobile advertising
caters to the millennial desire to be connected at all times. Even though magazines are the only print medium we are using,
magazines can reach our desired target audience and have a high pass-along readership.
b. Media Timing: The benefit of digital and mobile advertising is that it can be accessed anywhere and anytime. We want to
approach timing by being present throughout the year, which creates an always on effect (McConnell, 2011). As discussed
previously, the timing of our advertisements should coincide with the seasonal changes and special events for cosmetics.
c. Tactics: Magazine: Full-page ads in Allure and Teen Vogue. Teen Vogue has a high female readership with an average age
of 24.2. Even though members of the audience are young, they can grow with Mary Kay. Allure also has a high female
readership and even though their average age is 36.7, their primary focus is beauty and image (SRDS, 2014). || Digital: Hulu,
YouTube, Polyvore, and MakeupAlley. We could create social media campaigns and/or sponsorships on these websites in
addition to utilizing video and display advertising. MakeupAlley consists of makeup product reviews written by consumers in
addition to offering display advertising. Millennials tend to put more trust in the opinions of other consumers rather than
company-generated information (Smith, 2011). All four of these websites have high female Millennial usage (SRDS, 2014).
SEGUE TO BUDGET AND MEASUREMENT SECTION: Most of our advertising is online, which is more measurable
than other media. Because we have identified certain media, we will be able to return and evaluate costs.
SOURCES: Hulkower, B. (2013). Mobile advertising. [Web Graphic].; Kantar Media SRDS. (2014). DMA profiles & maps. March 23, 2014.; Kantar
Media SRDS. (n.d.). [Publication profiles]. Business Media Advertising Source. Retrieved March 26, 2014, from SRDS Media Solutions database.;
McConnell, T. (2011). In online advertising, brands shouldn't equate frequency and blind repetition. Advertising Age, 82(33), 72-72.; O'Donnell, F. (2014).
Marketing to millennials [Web Graphic].; Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just
annoying. Journal of Strategic Marketing, 19(6), 489-499.

Mini Project #2: Media Strategy for Mary Kay Cosmetics

Ladd and Girard