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Toms of Maine Toothpaste: Media Plan

Overview of Campaign
Toms of Maine Toothpaste campaign begins August 17, 2016 and ends August 23,
2016. The goal is to increase awareness and increase market share in Northwest Arkansas. To
accomplish this goal, the campaign will use traditional media including newspaper, internet and
television. Having a time frame in August helps to target audiences during the start of football
season and children returning to school.
The GRP of the media plan is 215.48, making the actual reach 3.08, achieving the set
goal of a reach of 70 and a frequency of 3.
Overall Media Goals
Create awareness and increase market share of Toms of Maine toothpaste by 70% in
adults ages 24 to 44 with a household income of $50,000 or more in Benton, Washington,
Crawford and Sebastian Counties.
Test market in Benton, Washington, Crawford and Sebastian Counties where 28.25% of
the population is 24 to 44 year old males and females close to the average of the United States
and a median household income of $50,128 (deptofnumbers.com, 2014). Northwest Arkansas is
home to four of the state's 10 largest cities: Fayetteville (3rd), Springdale (4th), Rogers (8th) and
Bentonville (10th) (nwacouncil.org, 2014).
Advertisement for Toms of Maines Toothpaste will appear on television, newspaper, and
internet for a one-week pulse, with emphasis on Sunday and Monday morning shows and news
airing at 5 p.m.
Scheduling Strategy
Use pulsing from Monday, August 17, through Sunday, August 23, 2016. In order to
reach the most people in the target market, the heavy advertising must be done on Sundays,
Mondays, and Thursdays. With the proportion of people watching TV this season dropping just
five percentage points from a year ago, Sunday nights remain fairly constant because of NBCs
top-rated prime time football showcase (Crupi, 2014). Advertisements shown during this time
will reach people in the target market that watch football.
Television on Monday nights during the fall is also a time when advertising will be
heavier because Monday nights are when the networks work together to gain the most viewers
during different time slots (Surette, 2011). This is also an opportunity to reach the section of our
target market that watches football because of the Monday Night Football segment.
Pulsing will continue throughout the end of the week. CBSs Thursday Night Football
package is also a large contender of most viewers on Thursday night (Crupi, 2014). At this time

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan


advertising will be heavier for Foxs TGIT where both women and men will be reached. Pulsing
will allow for more flexibility within the budget opposed to continuous because more money will
be spent on time that specifically reaches the target market.
Target Market
Target advertising to adults in professional occupations who are 25 to 44 with household
incomes of $50,000 or more who are health conscious, eco-friendly and watch football. Mike
Huckabee says Todays Arkansas is much more health conscious, from free healthcare for
children from programs aimed at reducing obesity. With the continued success weve seen,
Arkansas is on its way to being the healthiest state in America (Huckabee, 2015). Arkansas is a
very eco-friendly state, as they have the 3rd highest percentage of municipal solid waste
recycled out of every state in 2015, according to wallethub.com. The University of Arkansas
makes an effort to be health conscious and environmentally friendly as well while they explore
the effects of design on public health and plan and design schemes to create a sustainable
local food infrastructure that can support the city's burgeoning population growth while reducing
reliance on processed and highly industrialized foods (OConnell, 2013). Implemented several
football programs as well, due to targets interest in football (130, MRI).
Reach and Frequency Goals
By achieving a reach of 70 and a frequency of 3 among the target market, Toms of
Maine will have a total of 210 GRPs using a $45,000 budget. The reach level is set at 70% of
the target market because this percentage still reaches the maximum target audience while
staying in the two-thirds to four-fifths range. This reach level works best for Toms of Maine
because a large portion of the audience is reached while staying within the $45,000 budget.
Having the frequency set at 3 is the minimum for the audience to retain the message without
becoming over exposed and eventually numb to the message.
The recommended reach and frequency are as high as can be when factoring in budget
and effectiveness especially when 51.15 percent of the budget is going towards TV ads. The
likelihood of an irritation factor is higher on television because it is difficult to skip over a
television ad where an ad in a newspaper is easily skipped (p. 120).

Rationale for Media Choices


Television, newspaper and Internet all represent effective traditional advertising methods
to reach the Toms of Maine Toothpaste target audience. The $45,000 budget was allocated as
follows: 54.15 percent ($23,360) spent on TV ads, 40.82 percent ($19,404) spent on newspaper
ads, and 5.03 percent ($2,168) spent on Internet .
Newspapers

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan


Use newspapers because they provide complete coverage, they are timely, the content
is vital to the audience and they have quick results (p. 140).
According to Rick Edmonds article NAA: Print only more than half of newspaper
audience even as digital grows read their local papers only in print. Using newspaper with local
television and Internet, we overlap the media types causing a higher frequency (p. 135).
Place one black-and-white, page ad in the Arkansas Democrat-Gazette. By
placing a page ad with help to cut through the clutter of the other ads.
Larger advertisements attract a larger share of the audience than
do small ads (p. 140).

Place one black-and-white, page ad in the Fort Smiths Time Record.


Place both ads on Sunday because Sunday, Aug 17, issues are
the best-read and most profitable papers of the week (Edmond, 2013).

Television
Use television because it is an effective way to expose the advertisements to individuals
in the target market because of what they watch. It is proven that television ads are
remembered better when the audience is engaged for more than three hours (Kohli, 2014). It is
also effective because the user doesnt have to act to see the ad, like they do online. The ad is
already placed in front of them if they are watching that program. Even though television cost
can be very high and is controlled by the telecaster and audience, it has a mass coverage, an
extensive viewer time, repetition is easier than print and there is a personal involvement of the
audience members (p. 131).
Place television ads primarily on major networks, such as the Big Four, The Big Four
television networks are CBS, NBC, ABC, and Fox, and they usually have affiliated stations in all
or most of the U.S. television markets (p.127). Ads will be placed heaviest on Sunday, Monday
and Thursdays. The shows aired on these days are the most popular viewed shows of the target
audience.

Place one :30-second ad during 60 minutes, Sunday, August 17,


because Sunday nights have considerably high ratings due to
Sunday Night Football and veteran shows like 60 Minutes. Gain ratings from the
people still tuned in, 60 Minutes reaped the most benefits of the lead-in,
averaging a 3.0 rating among adults 18-49, which our target market ages are a
part of (OConnell, 2015).

Place one :30-second ad during Doctor Who, Sunday, August 17,


because of its index of 123 and because the shows ratings are
growing. The most recent season opener had 6.54 million viewers which was
1.96 million more than the previous season (Percival, 2015).

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan

Place two :30-second ads in NBC-Football on Monday, August,18,


because Monday Night Football has been steadily winning top
views of the night. On November 23, the Monday Night Football game, Buffalo
Bills-New England Patriots matchup, scored an 8.1 rating with a peak of 9.2
(Patten, 2015).

Place one :30-second ad during Scandal at 7 p.m. and Greys Anatomy at 8 p.m.,
Thursday, August 21
during these shows, mostly women are watching KHBS from 7-10
and according to adweek, Women control the family finances and are weighing
in increasingly with their own finances [...] They make all the major purchasing
decisions and control the TV dial a lot of the time, except for sports events
(Thielman, 2015).

Networks, shows, and Characteristics

KFSM
CBS-This Morning, Inside Edition, 5 News at 5, Supergirl, 60
Minutes, CBS-Football
KHBS
Good Morning America, Live! W/ Kelly and Michael, 40/29 News
at 5, Greys Anatomy, Scandal, Shark Tank, Once Upon A Time
KNWA
The Voice, NBC-Football
BBC America
Doctor Who

CBS
CBS, the Columbia Broadcasting System, is an American commercial broadcast
television and radio network that is the flagship property of CBS Corporation. CBS Television
studios is one of the industrys leading suppliers of primetime programming for broadcast, basic
and premium cable (CBS Corporation, 2015).
CBS is moving in a direction where they dont have a specific target age group, but
CBS, which has the oldest median viewer age, 56.1, won last season among 18-49-year-olds
for the first time since 1991-92 (Molloy & Maglio, 2013).
NBC
With news bureaus in the U.S., Europe and Asia, CNBC connects a global audience of
more than 400 million via Broadcast, Digital and Social products. CNBC Prime continues to offer
original series, some in their second and third season runs, that speak to a broader
demographic mix. CNBC is committed to developing products and brand access points that
deliver the news no matter where the business day takes users.
Targeted Audience: Persons, Men and Women Ages: 25-54

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan


BBC America
BBC America provides its audience with razor-sharp comedies like Almost Royal,
provocative dramas like Ripper Street and Musketeers, out-of-this world science fiction such as
Doctor Who and Orphan Black and one-of-a-kind lifestyle programs like Top Gear, Wild Things
and Ramsays Kitchen Nightmares. Regardless of genre, BBC America pushes the boundaries
to deliver high-quality, highly addictive and extremely watchable programming to viewers who
demand more. The channel attracts televisions most affluent and educated audience.
Targeted Audience: Persons Ages: 18-49, 25-54 Men: 25-54
Women: 25-54
BBC Americas viewers have the highest median household
income in TV.
Internet
Use online advertising because the internet is more readily accessible for users and
indexes are much higher. A large portion of media audiences spend their daily media time on
the internet which also makes sense to advertise online (p. 158).
In August 2016, place a leaderboard on nwaonline.com, and a
leaderboard on arkaansasrazorbacks.com, because both online news sources
(136) and online football sources (130) have indexes above 120 (MRI).
Conclusion
This media plan effectively uses the budget to reach the Toms of Maine audience
through television, newspaper and internet. The media plan will increase the awareness of
Toms of Maine by 70 percent and a frequency of 3.08. A frequency of 3 is acceptable to be
prevalent in the audiences mind, but avoiding the irritation factor which can lead to the
audience turning off the advertisement in their mind (p. 120).

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan


References
BBC America. (n.d.). Retrieved December 1, 2015, from
http://www.thevab.com/php/networkprofiles/14profileData/2014pdf/14BBCA.pdf
Cbscorporation.com,. (2015). CBS Corporation | CBS Television Studios. Retrieved 3 December
2015, from http://www.cbscorporation.com/portfolio.php?division=98
Crupi, A. (2011, March 14). The Lady Vanishes: Women Less Watch Traditional TV. Retrieved
December 1, 2015, from http://adage.com/
Edmonds, R. (n.d.). Newspapers: By the Numbers. Retrieved November 19, 2015, from
http://www.stateofthemedia.org/2013/newspapers-stabilizing-but-still-threatened/newspapersby-the-numbers
Fayetteville-Springdale-Rogers Arkansas Household Income. (2015, September 1). Retrieved
December 1, 2015, from http://www.deptofnumbers.com/income/arkansas/fayetteville/
Huckabee, M. (2015). Mike Huckabee: Changing the state of health in Arkansas under Mike
Huckabee. Runner.convio.net. Retrieved 19 November 2015, from
http://runner.convio.net/site/PageServer?pagename=Meet_Mike_Huckabee_Health
Kohli, S. (2014, July 15). People remember ads more when they binge on TV shows. Retrieved
December 1, 2015, from http://qz.com/234383/people-remember-ads-more-when-they-bingeon-tv-shows/
Molloy, T., & Maglio, T. (2013). Why Networks Are Bleeding 18-49-Year-Olds -- CBS Has the
Answer. TheWrap. Retrieved 1 December 2015, from https://www.thewrap.com/cbs-waning-1849-viewers-fewer-number-living-mom-and-dad-106756/
Northwest Arkansas Council. (2015). Retrieved December 1, 2015, from
http://www.nwacouncil.org/
O'Connell, M. (2015). TV Ratings: '60 Minutes' Surges After Football, 'Blood & Oil' Already on
Thin Ice. The Hollywood Reporter. Retrieved 1 December 2015, from
http://www.hollywoodreporter.com/live-feed/tv-ratings-60-minutes-surges-831318
Patten, D. (2015). 'Supergirl' Ratings Fall To Almost 50% Of Debut; 'Monday Night Football'
Steady. Deadline. Retrieved 1 December 2015, from http://deadline.com/2015/11/supergirlratings-fall-monday-night-football-chargers-bears-blindspot-nbc-1201617191/

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15

Toms of Maine Toothpaste: Media Plan


Percival, A. (2015). It's Not Such Bad News For Doctor Who's Ratings After All. The Huffington
Post UK. Retrieved 1 December 2015, from http://www.huffingtonpost.co.uk/2015/09/29/doctorwho-ratings_n_8212820.html

Surette, T. (2011, December 9). Which Night of the Week has the Best TV? Retrieved
December 1, 2015, from http://www.tv.com/news/tvcom-throwdown-which-night-of-the-weekhas-the-best-tv-27331/
Thielman, S. (2015). What Women Watch on TV. AdWeek. Retrieved 1 December 2015, from
http://www.adweek.com/news/television/what-women-watch-tv-156621
WalletHub,. (2015). 2015s Most & Least Eco-Friendly States. Retrieved 19 November 2015,
from https://wallethub.com/edu/most-least-eco-friendly-states/11987/
OConnell, K. (2013). Architect. proquest.com.library.uark.edu. Retrieved 3 December 2015,
from http://ProQuestCentral

Lester M Woods B Grubbs T Zarraga J Media Plan Exam Brown-11-20-15