Chapter 12
Chapter 12 - Media Planning Essentials
Scenario 12-1
Appleberry Farm Organic Jam has remained No. 1 one in the jam and jelly food category for several years. Although still a distant No. 2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry. Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
Total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
40. (Scenario 12-1) Although Blackberry Valley is gaining share on Appleberry Farm, it still must continue to answer the same fundamental question concerning its media decisions. What is that question?
a.
What is the least expensive way to reach the greatest number of people?
b.
Can new media be integrated into the IBP?
c.
What media vehicles best support the needs of the creative execution?
d.
How can media be used to reach the target market effectively and efficiently?
41. (Scenario 12-1) A new line of Blackberry Valley jams is being launched soon. Its agency’s media planner calls two companies—Mediamark Research and Information Resources’ BehaviorScan—and orders
Scenario 12-1
Appleberry Farm Organic Jam has remained No. 1 one in the jam and jelly food category for several years. Although still a distant No. 2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry. Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Approximate 2010 Jam and Jelly category advertising spending, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
Total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000
40. (Scenario 12-1) Although Blackberry Valley is gaining share on Appleberry Farm, it still must continue to answer the same fundamental question concerning its media decisions. What is that question?
a.
What is the least expensive way to reach the greatest number of people?
b.
Can new media be integrated into the IBP?
c.
What media vehicles best support the needs of the creative execution?
d.
How can media be used to reach the target market effectively and efficiently?
41. (Scenario 12-1) A new line of Blackberry Valley jams is being launched soon. Its agency’s media planner calls two companies—Mediamark Research and Information Resources’ BehaviorScan—and orders