Mr.

Clean Eraser Extra Media Plan 2010

MEDIA PLAN Part 2

Nguyen Tra My
May, 2010

1
 Mr. Clean Eraser Extra Media Plan 2010

Contents
1. Communication and media objectives.................................................................3
1.1. Communication objectives...........................................................................3
1.2. Media objectives............................................................................................4
2. Promotional Mix Tools and Medium Selection......................................................5
2.1. The first campaign.........................................................................................5
2.2. The second campaign....................................................................................8
3. Vehicles Selection..............................................................................................10
3.1. The first campaign – Awareness Campaign.................................................10
3.2. The second campaign – Behavioral Campaign.............................................12
4. Schedule............................................................................................................19
5. Media campaign flow chart................................................................................20
6. References.........................................................................................................21

2
 Mr. Clean Eraser Extra Media Plan 2010

Mr. Clean Magic Extra Media Plan

This media plan is developed to promote Mr. Clean Magic Eraser Extra, a new
product of Protect & Gamble household care category, in two major markets:
Sydney and Melbourne, Australia. The target audience of the product is full-
time employed female who have little time spending on house work. Thus,
Mr. Clean will help them reduce time and labor in cleaning activities.

The media includes two advertising campaigns:

– The first campaign’s purpose is to create brand awareness among non-

users, and will last for the first five months.
– The second campaign’s purpose is to persuade the target audiences to
choose Mr. Clean among other brands in cleaning product category.
This campaign will last for the rest 9 months.
1. Communication and media objectives
1.1.Communication objectives

• To create brand awareness of 80 percent of the target audience

about the appearance of Mr. Clean Magic Eraser Extra in Sydney
and Melbourne during the first three months of the campaign.
This objective is based on the announcement about the
existence of the product at initial stage of the campaign and at
the very first level of communication task: the knowledge level.
Thus, the percentage of prospective customers is the highest
and simple messages will be adopted.
• To enhance interest and brand preference of the product among
60 percent of the target audience in the next 2 months of the
campaign. The communication task of this objective is to
communicate about the functional benefits and features of Mr.

3
 Mr. Clean Eraser Extra Media Plan 2010

Clean so that the consumers will have favorable attitude towards

the product.
• To generate immediate buy of 50 percent of the target audience
in the rest period of the campaign. After the target consumers
are persuaded about the benefits of the product, we aim at
encouraging current users to use it more frequently or in more
situations, as well as encouraging consumers who have never
used the brand to try it.
1.1.Media objectives
• The first campaign: To reach 80% of target audiences with the
frequency of 6 times per month during the period of the
campaign. Mr. Clean is a Fast Consumer Moving Good (FCMG),
the product purchase cycle is short, mostly lasts for four weeks.
It means that the consumer is buying the brand about once a
month. Moreover, brand maturity of Mr. Clean in Australian
market is low, despite the fact is has been in the market for a
while, its share of voice and share of market is still low compared
to other brands in the same product category such as Unilever
and Colgate-Palmolive ( Datamonitor, 2009). Thus, to achieve the
communication objective to create awareness of the target
audience, particularly non-users, we need to prioritize reach over
frequency in this period. The effective reach should be set at
80% to ensure that a wide range of consumers is informed about
the existence of Mr. Clean in the market. However, the effective
frequency should also be high because of the aggressive
competition among the brands in cleaning product category
(Datamonitor, 2009), and because Mr. Clean is quick to be
disposed, hence the product purchase cycle is short.
• The second campaign: To reach 50% of target audiences with
the frequency of 8 times per month during the period of the
campaign. This media objective is determined by the second and

4
 Mr. Clean Eraser Extra Media Plan 2010

the third communication objectives which aim at attitudinal and

behavioral change in consumers. In this period, when most of the
target audiences have already known about Mr. Clean, we should
encourage them to buy the product and constantly remind
existing users to buy it. Hence frequency should be prioritized
over reach at this stage. The frequency is still keep high, so that
we can have effective brand recall. Moreover, the effective reach
should be kept at least at 50% so that we do not waste resources
and lose revenues.

1. Promotional Mix Tools and Medium Selection

In order to effectively promote Mr. Clean to the target audiences within

the time frame, the media plan need to integrate a combination of
different promotional mix tools as followed.

1.1.The first campaign

Advertising: As the overall goal of this campaign is to create awareness

of the consumers, advertising is considered an appropriate tool thanks
to its pervasiveness. The reach for this campaign is 80%, thus
advertising can help transmit the message to mass consumers. We will
adopt both indoor and outdoor advertising, and guerrilla advertising so
that the message will be exposed to a large number of target
audiences, and create curiosity towards the product.

These advertising media can have a wide coverage of the local

markets and high level of reach and frequency. Moreover, we can
easily place it in many public spaces, resulting in its ability to create
awareness among the target audience. With outdoor guerrilla
advertising, we can have more creativity to send the message in a
unique way that likely to catch people’s attention. Moreover, it is also
more cost-effective as compared to other traditional tools. The

5
 Mr. Clean Eraser Extra Media Plan 2010

infrastructures in major metropolitan cities in Australia allow using

these media more easily as well.

• Poster: We will tell the personal story of Mr. Clean that helps
many women with cleaning job, through a series of posters
displayed at different public places such as car park sites, the
main routes that office people going from home to works in
Melbourne and Sydney, and near the places that women tend to
come such as spas, beauty salon, super markets, grocery stores,
etc. The first poster will show the logo of Mr. Clean (inherently
the friendly and strong image of a man in white outfit), and the
copy says: “Do you know this man?” The next will say: “His name
is Mr. Clean”. The next keeps continue: “Mr. Clean’s story is the
story of cleaning”. “Mr. Clean helps women clean the tomato
sources and coffee stains on the dining table”. And the posters
can keep going into personal details of the cleaning story of Mr.
Clean. As the drivers drive along the route, the first posters will
make them curious and look forward to reading the story along
the way. According to Outdoor Media Association, 2010, posters,
as other roadside media, can increase remarkably opportunity to
see among the target audiences. In other public places, the
series of posters can be put in order of appearance. The
advantage of posters is we can place them almost everywhere,
and it can reach a mass number of people at the same time in
public places. Moreover, it is rapid to install the kit and remove
previous posters, and also cost efficient.
• Transit advertising – Floor and wall displays at the
stations and bus stops: In the subway stations, square-
sections on the wall are painted in special color so that they
appear brighter than the surrounding spaces. At one corner of
the section, logo and copy of Mr. Clean (“Cleaned by Mr. Clean”)

6
 Mr. Clean Eraser Extra Media Plan 2010

will be displayed, but the main space is left blanked to create an

impression of cleanness. In addition, the long lines that people
queue up when waiting for train are also painted in that brighter
color, and the logo and copy will be displayed at the end of the
line. Target at seeing sensory, people will be likely to look at the
brighter spaces on the wall and step on the brighter line on the
floor. This will effectively catch people’s attention when they
have to wait for the train. The same thing can be carried out on
the pavement nearby the bus stops. As being displayed at very
crowded places like these; people will notice the brand name and
its function to strongly remove all dirt.
• Guerrilla advertising: To promote the functional benefit that
Mr. Clean Magic Eraser Extra has very strong formula, we will
paint a few artificial models of car completely in white color,
except for the glasses. They will be parked randomly on the
street, and in parking sites with a signage nearby, saying:
“Cleaned by Mr.Clean”. The material of the model must be light
and water resistance so that it can be flexibly placed at many
public sites. Since the models are absolutely white, it will be
outstanding when placed near the other cars, and people will pay
attention and curiosity to it. If they want to know why it is
completely white, they have to approach the car and read the
signage. Consequently, they will have awareness about Mr.
Clean.
• Stand-alone indoor advertising: A good place to show the
women something is female restroom. In this case, the
advertisement includes logo of Mr. Clean and the copy saying in
a personal tone: “Mr. Clean helps you become the best woman”.
It will be placed at a corner of the mirror and behind the door of
each cabin in the restroom. Obviously, the advantage of this
medium is its ability to reach the target audience at high level

7
 Mr. Clean Eraser Extra Media Plan 2010

and easily and effectively catch the target audiences’ attention

and awareness about the brand when they do something in the
restroom.

1.1.The second campaign

Due the aim of this campaign that aims at leverage purchase
intention, we will adopt a combination of different marketing mix
tools, including product promotion, print advertising, in-store
decoration, and online advertising. As Mr. Clean is a low-decision
involvement product, the best reminder to a good cleaning product
should appear only when the consumers want to purchase it, such
as when they go shopping in the super market or online shopping
from home. Thus, we will use the combination of these mix tools at
point of purchase for non-users and create highly visual impact with
magazine advertising to persuade the target audiences to buy the
product.
• Point-of-purchase promotion (POP): This will be a gift voucher
valued US$ 20 for beauty services in major spas and beauty
salons in Sydney and Melbourne. There are two ways to get it.
One is a lucky scratch card offer chance included in every
package of Mr.Clean. The other is to ask consumers to collect
five packages of Mr. Clean to exchange for the voucher. This
target at common interest of women hence will motivate them to
purchase the product rather than other brands. This kind of
specialty offer is designed for reinforcement of the message. At
no additional cost, repeat exposures to the advertising message
will follow the buyers when they save the packages or until they
get the lucky card.
• Print advertising: In an A4 magazine advertising, special ink is
overprinted on a picture of dining table to give the impression

8
 Mr. Clean Eraser Extra Media Plan 2010

that real dirt and grimes are covering the table. The magazines
readers are invited to use the piece of Mr. Clean inserted in the
page, to swipe out the dirt and unveil the table. This will give the
audiences “real” experience in cleaning the surface of the table
with Mr. Clean. The advertising will be located at major women’s
magazine in Australia so that we can target the specific
audiences. The reason to choose magazine is its ability to
reproduce with high quality (paper material, special ink), creative
flexibility (we can insert a small piece of swipe), and to engage
with consumers (inviting them to clean the “paper table”).
Moreover, it has long life span, can be travelled to particular
places what women usually go to like beauty salons, spas, etc.
• In-store decoration: During the run of the second campaign,
we will put plastic frames, showing Mr. Clean logo and copy will
be displayed on shelf, the floor near the product, and on the
handles on shopping trolleys in super markets and groceries. The
advantage of these media is to generate point-of-purchase
decision when Mr. Clean belong to low-involvement decision
product category.
• Sale promotion-Product sampling: In order to prove the
cleaning power of Mr. Clean, the target audiences will be offered
product sampling at entrance gate of major super market and
grocery stores in Sydney and Melbourne. The 4Ps of Mr. Clean
are considered very suitable to do sampling campaign. Firstly,
Mr. Clean has a relative low price which is priced at AU$1.5/ each
(Australian’s Grocery Best Price Directory, 2010), so samples do
not cost too much. Secondly, the product is divisible, can be
packaged into small sample size. Thirdly, the purchase cycle is
relatively short, so the consumers will consider an immediate
purchase or will not forget about the brand before the next
purchase occasion. We will hire temporary demonstrators who

9
 Mr. Clean Eraser Extra Media Plan 2010

set up a table or booth at the entrance gate of supermarkets and

grocery stores, prepare small samples of Mr. Clean, and pass
them out to the target audiences. This technique will help target
at the right audiences at the right time when they possibly have
intention to buy house care products.
• Online advertising: An appropriate way to remind the
customers about a FCMG brand is to display the brand name at
point-of-purchase time. We will use behavioral targeting as
directional ads to tell the audiences where to buy Mr. Clean.
Based on women’s website surfing behaviors, and by compiling
clickstream date and Internet protocol (IP) information from
Sydney and Melbourne, segments of the target consumers can
be identified and ads directed specifically to them. The ad of Mr.
Clean will appear on online popular shopping websites in
Australia of which women are frequent visitors. When they want
to buy cleaning products, based on the searching and clicking
behavior on those websites, the ad will appear to remind them.
This medium is considered as cost-effective, and can reach
specific target audience at the right time when they have
purchase intention.
The reason to choose online advertising is the blooming number
of Internet users shopping online from home. According to
Australian Bureau of Statistics, the percentage of people use
Internet for online shopping accounts to 53% in metropolitan
cities such as Sydney and Melbourne (Australian Bureau of
Statistics, 2008).

1. Vehicles Selection
1.1.The first campaign – Awareness Campaign
• Posters: Roadside posters will be placed at main traffic routes in
Sydney and Melbourne. According to Sydney Motorways’ website

10
 Mr. Clean Eraser Extra Media Plan 2010

(2010), the main routes for motorway in Sydney are New South
Head Road, Gore Hill Freeway, Windsor Road, and South West
Motorway, etc. The venues to place the posters in Melbourne are
City Road, Wellington Parade, St Kilda Road, and Victoria Street,
etc. (Australia Tourist Guide, 2010). Also according to these
maps, these routes are heading or nearby major supermarkets
and grocery stores in Sydney and Melbourne, hence the
audiences will be more likely to pay attention to the posters and
the brand name if they come to supermarkets and stores. The
size for the poster should be slightly above average, which is
about 4x3m – 6x3m so that we can grasp people’s attention.
Assume that we will create a series of 5 posters, and place them
at 10 main roads in Sydney and Melbourne, each route has 1
series hence we need 50 series. According to GetPrice (2010),
the printing and installation cost for that size of poster is about
$US50, so the total budget for the posters will be US$2500.
• Transit advertising: The wall and floor displays will be placed
at central stations in Sydney (such as Circular Quay, Wynyard,
Town Hall, Central, Museum and St James Stations), and in
Melbourne (Flinders, Swanston, Richmond, and Windsor). The
painting fees for the displays of brighter spaces with special inks
are relative low, we estimate at around US$3000. For the specific
advertising price at railway stations and bus stops, we also need
to contact authorities such as Advertising Federation of Australia
(http://www.afa.org.au/), and Outdoor Media Association
(http://oma.org.au/). The total cost for production and advertising
license is expected at US$6000.
• Guerrilla Advertising: We will park the white artificial models
of car at major parking places in Sydney and Melbourne. The cost
for painting color and making the models are very low, we
believe US$1000 is enough. However, in order to legally park

11
 Mr. Clean Eraser Extra Media Plan 2010

such models in public places, we need to ask advertising license

and permission from the Department of Media and
Communication Services in New South Wales and Victoria Public
Transportation Associations (http://www.nsw.gov.au/, and
http://www.vic.gov.au/). US$2000 is enough to cover the sum of
guerrilla advertising fee.
• Stand-alone indoor advertising: For the logo and copy display
in female rest rooms, we will create stickers to stick on the
mirror and the cabin doors. The production cost for stickers is
very low; we decide to spend US$1000 on this. Moreover, we
need to include the advertising fees in female WCs in major
shopping malls in both Sydney and Melbourne, such as Queen
Victoria Building, Capitol Square, Sky View Shopping Plaza, etc.
These venues are very popular among women, hence the level of
exposure is very high. The fees are estimated at about US$
2000.

First campaign’s media and vehicles selection

Medium Estimate
Vehicle Venue Time
and tool d Cost

Outdoor Roadside $2500 Sydney: Circular Quay, 2

advertising posters Wynyard, Town Hall, Central, month
Museum and St James s
Stations.

12
 Mr. Clean Eraser Extra Media Plan 2010

Melbourne: City Road,

Wellington Parade, St Kilda
Road, and Victoria Street

Transit wall Major train stations and bus

2
& floor $6000 stops in Sydney and
month
displays Melbourne

Guerrilla Car artificial 1

$2000 Car parks in main buildings
advertising models month

Female restrooms at Queen

Stand-
Mirror Victoria Building, Capitol 1
alone $2000
displays Square, Sky View Shopping month
indoor
Plaza.

1.1.The second campaign – Behavioral Campaign

• Gift voucher: We allocate a package of 1000 gift vouchers
valued US$ 20 for beauty services in major beauty salons and
spas in Sydney and Melbourne. We will make the contract
proposal with them and corporate to produce the vouchers. Thus,
we have to pay the spas and salons a total amount of US$20,000
for the package. This amount is not too big for the budget and
reasonable since it targets at the common interest of women.
• Magazine advertising: As Mr. Clean has short product
purchase cycle, we need to advertise it weekly. A number of
weekly women magazines which are popular in Australia will be
selected as followed:
✔ Woman’s Day: This is Australia's number-one selling weekly
magazine reaching one in five Australian women each week
across all cities, towns and demographics. Its content varies from
recipes and the latest in beauty, fashion, food, health and family
advice. It has high quality printing, and the level of sophistication

13
 Mr. Clean Eraser Extra Media Plan 2010

of the material is very relevant to the creativity of the ads. In

2009, the readership is 2,056,000, and circulation is 409,521.
The core target audiences is women aged 25-54 (Woman’s Day-
ACP Magazine, 2010). To advertise on this magazine will help us
target the specific target audiences, thanks to its large
readership of median age women.
✔ Australian House & Garden: This magazine “helps readers
create a home that says 'wow'” (ACP, 2010). It covers people's
wonderful houses on view, heaps of homewares to buy, gardens
to walk through, food to cook and health, wealth and beauty
advice. Thus, this is a very appropriate place to advertise house
care cleaning product like Mr. Clean. Its core readers are women
aged 25-54 who have concern about their household care. In
2009, it had the circulation at 100,326 and readership at 550,000
(Australian House & Garden, ACP Magazine, 2010). Due to the
content of the magazine which is very relevant to our product
category, advertising on this magazine can create a high level of
brand preference and interest among the target audiences.

Title Size Insertio Readers CPM Amount Amount

n hip (AUD) (USD)

Woman’ Full 4 2,056,00 140 115,44 102,47

s Day page 0 4 1

Australia Full 4 550,000 21 48,815 43,330

n House page
&
Garden

Total 145,80
1

Mr. Clean magazine advertising

14
 Mr. Clean Eraser Extra Media Plan 2010

• Online advertising: We choose to advertise on the website of

the most popular grocery store in Australia, Woolworths.
According to initial research in stage 1, we have identified that
consumers usually buy household care products in major grocery
stores. Hence, to advertise on Woolworths online will help target
at the specific potential buyers at point-of-purchase. According to
Woolworths online Sampling and Advertising Guide (2010), 70%
of their shoppers are female, the website receives over 2.8
million page impressions per month, consisting of 130,000
unique browsers, a rate which is constantly growing. Base on
the fore mentioned source, further information on online
advertising on Woolworths is in the table below:
•
CP
Circulation Cost per month Technical requirements
M

New South Wales – Homepage - Adverts must be

33
Sydney: 77,500 banners: $ 2,500 submitted in jpeg

or gif format.

- All advert image sizes

are to be

Victoria - Melbourne: Department 482 pixels wide x 100

48
37,000 banners: $1,800 pixels high.

-File Size is to be less

than 50kb.

15
 Mr. Clean Eraser Extra Media Plan 2010

Mr. Clean magazine advertising (second

campaign)

As the CPMs for the two online spaces on Woolworths is very low,
and they have the majority of shoppers is women, this is a very
effective and efficient vehicle to target at the right audiences.
• Product sampling: In order to increase the consistency, we
need to advertise at the same venues with online advertising -
Woolworths stores in Sydney and Melbourne. Also according to
Woolworths online Sampling and Advertising Guide (2010), they
have comprehensive sampling allows reaching the broadest
possible audience by targeting over 8,000 households each
week. The set-up cost and rate in Woolworths is low, at $300 for
a four week campaign (Woolworths online Sampling and
Advertising Guide (2010). Hence, this is a great vehicle to market
to the selected audiences, at the selected geographic location or
even test market against a competitor product. The estimated
cost for the sampling package run for 1 month is US$5000.
• In-store advertising: In major supermarkets and grocery
stores, we will use different types of in-store decoration to
remind the consumers about the brand and encourage them to
purchase the product1. The total cost for different types of in-
store ads is estimated at US$3000.
✔ Shopping cart signage: Logo display on carts and handles of
shopping trolleys.

16
 Mr. Clean Eraser Extra Media Plan 2010

Cart – size: 204mm x 224mm (Woolworths Media Kit,

2010).

Handle of shopping trolleys. (Thames & Hudson,

2006)

✔ Floor: The ads will appear on the floor, right in front of the
product shelf. It will have the size of 889mm x 647mm
(Woolworths Media Kit, 2010)

17
 Mr. Clean Eraser Extra Media Plan 2010

Floor advertisement. (Woolworths Media Kit, 2010)

18
 Mr. Clean Eraser Extra Media Plan 2010

✔ Header cards inserted on product shelf: They will be put on

product shelf to catch customers’ attention. As this is a low-
involvement decision product, the cards will motivate the
consumers to purchase the brand.

Header card (Woolworths Media Kit, 2010)

19
 Mr. Clean Eraser Extra Media Plan 2010

Second campaign’s media & vehicles selection

Medium and Vehicle Estimated Venue Time

tool cost

POP Gift vouchers $20,000 Inserted in 2 months

promotion package or
exchanged at
shopping
counters

Magazine Woman’s Day $145,801 Sydney & 1 month

advertising Australian Melbourne
House &
Garden

Online Banners $12,900 Woolworths 2 months

advertising homepage &
department
websites

Sale Product $5000 Entrance 1 month

promotion sampling gates at major
grocery stores
&
supermarkets

In-store Shopping cart $3000 Woolworths 2 months

decoration signages, stores in
floor and Sydney &
product self’s Melbourne
displays

20
 Mr. Clean Eraser Extra Media Plan 2010

1. Schedule
Since Mr. Clean has short product purchase cycle, we need to cover a
lot of weeks. Hence, a combination of continuity and pulshing schedule
is considered to be appropriate. The whole schedule is divided into two
campaigns: the awareness campaign which will last for the first three
months will have continuity schedule, and the attitudinal and
behavioral campaign which will last for the rest nine months will have
pulshing schedule.
In the first campaign, continuity schedule is employed because we can
have a combination of burst and drip throughout the year. From
January to May, there will be a moderate budget for the tools mix of
outdoor, indoor, and guerrilla media in order to target at mass
audiences at cheap prices.
In the next campaign, as we aim at increase purchase decision, we
need to have a more aggressive budget for the schedule. Therefore,
pulshing schedule with push period will effectively encourage
consumers to buy the product. The most focused period is from July to
September at summer buying time; we will use the combination of gift
voucher, product sampling, magazine ads, and online ads. The rest of
the campaign, from September onwards, the goal is to maintain buying
behavior among the target audiences, hence lesser budget is spent on
in-store advertising.

2. Media campaign flow chart

21
 Mr. Clean Eraser Extra Media Plan 2010

3. References
– Australia Tourist Guide, 2010, Map of Melbourne - Victoria Tourist
Guide, viewed May 7, 2010, http://www.sydney-
australia.biz/maps/victoria/map-of-melbourne.php
– Australian Bureau of Statistics, 2008, Internet access at home, viewed
May 1, 2010,
http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/8070DD7B8F223B04
CA25748E00124112?opendocument
– Getprice, 2010, Posters prices from hundreds of Australian stores, Get
price, compare before you buy, viewed May 2, 2010,
http://www.getprice.com.au/posters.htm
– Grocery Shopping List Supermarket Comparison, 2010, “Home Care
Prices - Supermarket Comparison”, Best Price Directory - Compare
Prices Online, viewed March 20, 2010,
http://grocery.bestpricedirectory.com.au/advanced_search_result.php?
keywords=mr.clean&x=0&y=0

22
 Mr. Clean Eraser Extra Media Plan 2010

– Outdoor Media Association,2010, Audience Measurement, viewed May

3, 2010, http://oma.org.au/content/id/78/Audience-Measurement/
– Sydney Orbital Networks, Sydney Motorways, viewed May 3 2010,
http://sydneymotorways.com/rta_map.html
– Thames & Hudson, 2006, Advertising is dead, long live advertising!,
Thames & Hudson Inc, New York.
– New South Wales Government, 2010, City Rails, Station and Map,
viewed May 4, 2010, http://www.cityrail.info/
– Wow Media, Woolworths Media Kit, 2010, viewed May 5, 2010,
http://www.wowlink.com.au/cmgt/wcm/connect/4acb8b804198df23ba4
cbffb214f889b/Wow_Media_Kit_2010_v2.pdf?MOD=AJPERES
– Woolworths online shop, 2010,Woolworths online Sampling and
Advertising Guide viewed May 6, 2010,
http://www.wowlink.com.au/cmgt/wcm/connect/2f2b64004f02d6aa82fa
8b64aa8be21f/Woolworths+Online+Vendor+Promo+Pack.pdf?
MOD=AJPERES

23
1 All images included in this paper only have exemplar value.