Advertising

“7 whole grains on a mission”“Soak it in”

Liquid Advertising

CEO - Landon Brooks

Jenna Smith

Andrea Likes

Jonathen Robben

Jeremy Garrett

Kelsey Marlow

Kristina Skoniecke

Ashley Anderson

Adam Hirsch

Advertising2

“Soak it in”

Liquid Advertising 2

Introduction 3

Situation Analysis 4-9

Company Analysis 5

Market Analysis 5

Product Analysis 6

Competitive Analysis 7-8

Consumer Analysis 8

SWOT/ Problems and Opportunities 9

Brand Strategy 10

Target Market Profile 11

Media Objectives 12

Media Strategy 12-15

Contingency Plan 16

References 17

Table of Contents

Introduction

Advertising3

The Kashi Company, established in October 1984, has become a well-known brand in the all-natural and organic food market. With their seven whole grains and sesame, Kashi has continually promoted the importance of nutritional value in everyday diets. Kashi began its endeavor in the frozen pizza market in 2007. Even though the Kashi Company has been instrumental in promoting healthy and active living, they have done little to publicize their new product, Kashi All-Natural pizza. This years’ case study calls for a 15% growth in pizza sales to reach $40 million by the end of next year. True to their values, this campaign must also incorporate the healthy and active living concept Kashi endorses, with the expectation that Kashi will be recognized as a leader in the all-natural and organic food market. Our goal at Liquid Advertising is to increase the awareness of Kashi’s healthy living concept through promotional and sponsored events around the United States, and advertising; all the while marketing Kashi All-Natural frozen pizzas.

Situation Analysis“The closer the nature, the better the food, the better the food, the better we feel, and feeling good is what it’s all about.”

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- Sarah Ceccarelli Kashi Nutritionist

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Company Analysis Founded in October 1984, the Kashi Company, a division of Kellogg, is dedicated in continuing to provide its consumers with all-natural, minimally processed foods. As a pioneering all-natural foods company, Kashi lives by their concept, “Kashi Seven Whole Grains & Sesame,” by emphasizing the importance of healthy and active living to their consumers with great tasting, innovative and healthy foods. In pursuit of this, the Kashi Company has advertised through many television commercials with the use of personal stories from some of their own Kashi employees, who are all on the same mission in finding new ways to help society achieve a greater lifestyle. Throughout the years, Kashi has been known for their natural cereals, natural snacks, crackers, and frozen waffles. It was not until recently that Kashi expanded their popular natural breakfast and snack products to an ‘All Natural Pizza’ line. Their expansion in this product line has placed Kashi with a new set of competitors. This goes to show the Kashi Company is confident in their line of natural products and has over stepped the line in order to create a healthier lifestyle for society while still providing great tasting, healthy foods.

While the frozen pizza market showed little growth between 2001 and 2005, Amy’s almost doubled in annual sales. They acquired $24.6 million in sales in 2005, which was a 20.3% increase from their sales in 2004. Trends show that it is more likely for people between the ages of 25-34 and 55 and up to purchase natural/organic foods. These people tend to be college graduates or have graduate degrees. Surprisingly people who are divorced are most likely to buy within this market followed by married people. Households of one or more are likely to buy natural/organic foods, followed by households of two; furthermore it is also likely that women will buy within this food market. The pacific, northeast, and west central regions are more likely to buy natural/organic foods.

Market Analysis

Chart 1: Consumer Ages of

Frozen Pizza Market

In this day and age, society is constantly on the go with little time to sit down to a complete a meal. Meals for these fast paced individuals need to be quick and healthy, however the majority of instant meals are full of unhealthy ingredients and deprived of nutritional value that is essential in leading a healthy lifestyle. The rise in the natural/organic foods market has taken a new high. As a result of this, many producers are seeing great value in the frozen food market, which consists of fish, vegetables, fruit, ready-made meals, pizza, and desserts. In 2007, the global frozen food market grew by 3.6%, reaching 100 billion dollars. The Asian-Pacific region claims the largest frozen food market at 34.3% with Europe following close behind with 34.2%. Supermarkets and hypermarkets are the main channels of distribution for frozen foods and makes up roughly 70.2% of the profit at these stores. With the recent economy situation, there is a noticeable raise in people cooking at home as an alternative to eating out, resulting in an increase of families who purchase frozen meals. According to AIB International, DiGorno, Red Baron, Tombstone, and Freschetta, are among a few of the frozen pizza markets distinct brands. DiGorno checking in at $477,872,300, has the highest sales in the market. Red Baron follows closely behind with $292,886,900, Tombstone with $247,203,300, and Freschetta at $202,506,400. According to Rate It All, Freschetta obtains the highest rating, with DiGorno, Tombstone, and Red Baron falling just behind. Amy’s, an additional distinct brand, is an organic brand that also sells frozen entrees and pizzas.

65+

10.8%

20.8%

23.2%

20.8%

11.6%

12.8% 55-64

45-54

35-44

25-34

18-24

Following the inviting appearance Kashi packaging creates; Kashi.com provides similar characteristics that generate a simple, inviting feel. The website presents a sense of personal contact, not only with employees of Kashi, but also with Kashi supporters. This is created through the Meet Us and Our People options. Through the Our People option, Kashi devotees have the opportunity to read about website members recent healthy challenges and daily goals accomplished. Kashi.com offers several informational options through their user-friendly tabs:

Product AnalysisCurrent Kashi Website

Our Food allows Kashi supporters and potential consumers to view their products through specific categories. Also, this page provides a blog of popular current Kashi recipes. Challenge Yourself provides consumers with nutrition & health, natural lifestyle, natural foods and fitness challenges. Each challenge keeps tab of the number of participants and comments to each daily challenge.

Wellness Hub offers tips to working towards a healthier lifestyle through the categories found in the Challenge Yourself option.

Meet Us is an informational section about Kashi employees, Kashi supporters, their history, television advertisements and contact information.

Friends and Events provides information for a nation wide event, Kashi Day of Change; a nationwide tour which takes place at existing festivals. Also this section offers insight on current partners.

The Kashi Company has previously established brand recognition through their breakfast and snack product line. By over stepping their boundaries in expanding their natural foods line to include All Natural Pizzas, Kashi has enhanced the awareness of their brand name. When compared to competitors within the frozen pizza market, Kashi’s high prices reflect strong nutritional value and a blend of quality ingredients. At seven dollars, Kashi All Natural Pizzas may be higher in price than their competitors; however, the piece of mind it offers to health conscious individuals outweighs the monetary expense. Kashi continues their dedication to their concept, ‘Seven Whole Grains & Sesame’, by recently offering three varieties of frozen pizzas in local grocery and natural food stores. Kashi All Natural Pizzas include natural and organic ingredients, providing consumers with a healthy great tasting alternative meal. These pizzas are of two convenient serving sizes for a fulfilling, healthy meal by one to two people, with approximately three serving sizes per pizza. Thin and original crust pizzas are the two choices Kashi All Natural Pizzas offer. The crust of the pizza contains Kashi’s natural signature blend and is pre-cooked in a stone fire grill, enhancing the natural flavors Kashi’s pizza supplies. In order to attract consumers, Kashi packaging features a signature white background that showcases the desired product. The negative space, void of clutter, mirrors their simple, natural ingredients concept. The packaging emphasizes Kashi’s high protein and fiber content.

Similar to Kashi’s appealing product packaging and intriguing website, this company has done little to advertise their products. The Kashi Company has focused soley on increasing awareness of the Kashi brand alone through television commercials. However no other form of media has been executed to create more of an impact. Due to this, Kashi has lacked the recognition needed for its recent All Natural Pizzas. In a lighter sense, Kashi continues to offer sales promotions on their products along with advertising related products within the company.

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Current Kashi Website

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Competitive AnalysisDirect Competition:

Amy’s Kitchen Amy’s, founded in 1987, is an all-natural, organic, frozen food company. Over the years, Amy’s has created over 88 frozen meals and in 1999 introduced a grocery line which displayed Amy’s in all natural food stores, supermarkets, and various club stores throughout United States and Canada. Amy’s frozen pizza market consists of 20 varieties and despite the fact that many companies produce similar products, Amy’s continues to hold the number one spot in popularity and sales for all natural and organic frozen foods. Packaging for Amy’s frozen pizza products features Amy’s logo in the top left corner and the type of pizza, which consumes over 80% of the front of the box. The packaging informs the consumer of the organic items used.

Price and Location: Kroger: Amy’s is located within the frozen health foods section apart from the frozen pizza section. The Amy’s section is designated with their name written on the freezer door. Amy’s is located on four racks which consists of three varieties of pizzas per rack, concluding in 12 varieties. Priced at $8.09 or $7.09, depending on toppings, and $5.19 for the personal-sized pizza, Amy’s falls at about the same price as Kashi which Amy’s is located next to. Neighborhood Co-op: Amy’s frozen pizzas cover three top racks of the general frozen pizza section, adding up to nine different kinds, placed directly next to Kashi frozen pizzas. The door

provided a sales promotion for one dollar off any Amy’s pizza, which were priced at $10.69, $9.19, and $7.79.

Media: Amy’s has been featured in articles ranging from well-respected magazines including, People, Good Housekeeping, Women’s Health, and Men’s Health. Also Amy’s been a subject of conversation on multiple television shows such as, Good Morning America where SNL’s Tina Fey mocked Amy’s brand. Aside from publicity, Amy’s website is their primary form of advertising. The website includes informational tabs ranging from the history of Amy’s, and current products, to special diet plans and a members blog. Amy’s website also includes an interactive section referred to as “Lemon Slice,” which contains a bounty of information on current events and the Amy’s company.

Wolfgang Puck Wolfgang Puck All Natural Pizza is the result of an exclusive frozen foods partnership between award winning Chef Wolfgang Puck’s worldwide corporation and Schwan’s Consumer Brands North America, Inc. Wolfgang Puck All Natural Pizza’s are carefully crafted using Wolfgang’s beloved recipes using the freshest all-natural herbs, spices, vegetables, meats and cheeses in every pizza. Each pizza features Wolfgang’s honey-infused crusts that are hand-stretched and brushed with olive oil before baking. Wolfgang Puck offers six varieties of pizza. Packaging for Wolfgang Puck features a white box with a green tint extruding from the bottom of the box. The center of the top of the box reads “Wolfgang Puck” with his company’s logo above it. The style of pizza included in the packaging is shown on the front center of the box. Wolfgang Puck’s signature reads at the bottom of the box with a picture of Wolfgang Puck himself directly to the right of it.

“Amy’s Kitchen posted the biggest

company growth at 20.3%

in 2005”-Marketresearch.com

Media: Wolfgang Puck’s Margherita pizza was named best cheese Pizza in a frozen pizza taste test conducted by the magazine Everyday with Rachael Ray, which is a nationwide consumer magazine circulating of over 1.7 million. The Wolfgang Puck website consists of informational links such as Why All-Natural? and All-Natural Pizzas to Wolfgang Puck’s Story and Retail Locations. Although the feature in Everyday magazine and the website are successful forms of media, Wolfgang Puck’s primary source of advertising is through their association with Wolfgang Puck himself. He has been honored with the prestigious James Beard Award for Outstanding Chef of the Year, Humanitarian of the Year, and Outstanding Service (for his Spago Beverly Hills restaurant). His Food Network show “Wolfgang Puck” has won two Emmy awards, and in 2007 he started his WELL (Wolfgang’s Eat Love Live) program, which features a one-of-a-kind humane farm animal treatment program that was created through partnering with the Humane Society of the United States. The publicity and positive public relations Wolfgang creates for himself is directly correlated to his products.

Brand Unique selling point & features

Digiorno

Restaurant quality pizza. Slogan, “It’s not delivery, it’s Digiorno”. They boast a wide range of pizza’s that

mimic various pizzeria’s. Offer made

TombstoneOffered for a cheaper price. Have a plethora of topping choices. Use the tag line, “What do you want on

your tombstone?”

FreschettaUse the slogan, “Now That’s Fresch”. Fresh ingredients. Inspired by authentic pizzeria’s from an Italian café.

Red BaronFamily positioned brand that everyone can enjoy.

In-Direct Competitors

Price and Location: Kroger: Wolfgang’s is separate from the frozen pizza section and is located in the frozen health food section. It consumes two rows on the bottom rack located directly under the Kashi pizzas. They have four varieties and it is priced at $7.99 each.

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Consumer Analysis Based on current advertising by the Kashi Company, it can be assumed that the typical Kashi consumer is an active person that lives a healthy lifestyle. Kashi currently displays a series of video advertisements on their website that depict their employees exercising. These employees also give advice on how to lead a healthy lifestyle; which specifically includes eating all-natural foods. Kashi’s website also features pictures of people that appear to be active and love the outdoors, generally in the age range of 24-35. The assumed goal of the company is to help their customers become better in body and in mind. Although their current marketing features the highly active go-getters as mentioned earlier, they also have the reoccurring message that states ‘it is never to late to make a change.’ This suggests that they also want to attract people who are not quite as healthy or active as they would like to be, but who also have the desire to achieve these goals. By using this appeal of self-improvement, it widens their range of consumers to include not just the healthy-living, but the health conscious as well. The majority of the images on the Kashi website are of women, leading Liquid Advertising to believe that their products have heavy female consumption. Males are still present, but they are typically paired with women in their appearances. Liquid Advertising’s assumptions of the current Kashi consumer are supported by the MRI data, which indicates that 63.1% of the current frozen pizza consumer lives a fitness lifestyle. Additionally, women aged 35-44 make up the largest part of this market at 28.4%.

Consumer Analysis SWOT Analysis

SO T

W

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Recognizable brand•

Wide range of products•

Sold in a variety of stores•

Reasonable price for quality of• products

Appeals to consumers• leading healthy lifstyles•

Continuing loyal Kashi• consumers

Exponential growth within• target market

Increase wellness in society•

Appeals to consumers leading • healthy lifstyles

No exposure to Kashi• products

Significantly higher price than • competitors

Economy situation may slow• sales

Domination of competing• brands

Consumers have bias opinion • on healthy food products

Product not located within• similar in some stores

High price effects Kashi • product sales

Lack of recognition among • frozen pizza market

t

Problem: “Dominance of high end competitors.”

Problem: “Misinterpretation of Kashi Pizza location.”

Opportunity: We have a chance to gain a completely new audience with our unique secondary target market.

Opportunity: We have the opportunity to suggest placement within both the frozen pizza shelves and the healthy frozen foods section.

Opportunity: By implementing our media tactics through the use o of traditional and non-traditional advertising, we have the chance 0 to change this perception.

Opportunity: We have the ability to create a campaign that will highlight Kashi’s new product, Kashi All-Natural Pizza, while still withholding its original concept.

Problem: “Low recognition for individual Kashi products due to high concentration of Kashi healthy and active perception.”

Problem: “Viewed as a tasteless meal.”

Problems & Opportunities

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B

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Str

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“Natural foods work with your body, so your body works better.”

- Dave LambKashi Distribution

Bra

nd S

trat

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- Dave LambKashi Distribution

Target Market Profile Primary Target Audience:

Liquid Advertising has selectively chosen to target single women ages 25-34 in our campaign. Our MRI data showed that single women in the U.S. account for 23.2% (second largest) of frozen pizza sales in the U.S., and make up 22.4% (second largest) of the total market. This data illustrates that this is an already established part of the market that has room for growth. From a psychographic standpoint, these women are perceived as being more health conscience and active, along with being more career-oriented, providing them with little time for relaxation. At this age, these women are beginning to settle into the routine of life and are seeking more convenient alternatives for creating a healthier lifestyle. Their average disposable income can be estimated higher than normal considering the fact that tmost are not settled into a family and their careers are considerably steady. Kashi Pizza’s offer this demographic an all-natural alternative to the pizzas they already enjoy, a perceptual benefit to this group. Furthermore, their youth offers promise to the company’s longevity.

Secondary Target Audience:

Our secondary audience for this campaign is gay men ages 25-34. Although trying to segment this audience is very difficult, this choice is validated through many economic and psychographic factors. One such factor, in coordinance with our target audience, is an estimated higher disposable income. It is highly unlikely that these men have children, however, very assumable that they are career-oriented. This is a group in which physical appearance and status is highly valued. Another key factor in the decision to propose gay men as our secondary audience is the idea that in many circumstances women ages 25-34 as well as gay men can be targeted simultaneously. These two groups share many of the same interests and are considered to be culturally integrated through social activities and through medias such as television and magazines. In some instances, gay men can also be considered proximal opinion leaders to women of this age group because they may offer a well-informed, however, non-threatening male opinion to a female’s life. In addition, gay men are exceptionally responsive to advertising that is targeted towards them. One member of a focus group conducted by Liquid Advertising said, “I thought Levi’s jeans were out-dated until I saw a commercial that showed a man being attracted to another man in it. I searched for a month to find the right cut for my body-type, but I ended up having to squeeze into a pair I didn’t even like that much.”

Tertiary Target Audience:

Men and women ages 65+ also play a distinctive role in our campaign as the tertiary audience. The majority of this demographic has a very high disposable income and are open to try new things that presumably benefit their health. They are also more likely to spread words of product approval with their peers, which in many instances is more effective than advertising.

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“Health food doesn’t have to be boring. You just have to pick the

right flavors.”-Karen Moyer Kashi Food Developer

Media Objectives Key Selling Idea Kashi is a pioneer company for the all-natural and organic food industry. It has brought about changes in the conventional marketplace by adding an affordable, all-natural solution to foods that were previously recognized as unhealthy. Kashi’s innovation to offer all-natural food alternatives to the masses earns it a “green” image, and is the key selling idea of our campaign. “Kashi believes that innovation no longer paves the way for the future; it plants the seed for change. Be innovative. Plant your seeds. Watch yourself grow.”

Events

In order to build and maintain relationsihps with our target audience, Liquid Advertising suggests that Kashi team up with highly recognized events throughout the country. Because of the “hands on” interaction provided by these events, this will be a crucial part of our campaign. Geographically, we chose to advertise at events throughout the United States to achieve our main objective; reach.

Mardi Gras Liquid Advertising has chosen to utilize one of very popular event, Mardi Gras, as a “kick off” event for this campaign and to reach our objectives for our primary and secondary targets. Mardi Gras attracts a high amount of consumers within the 25-34 age group. We suggest that Kashi participates in this event at these loctaions: New Orleans, Louisiana, Galveston, Texas and Tampa, Florida which are the top ranked Mardi Gras events in the United States.

Media Strategy & Tactics

Target Audience and Geographic Objectives

1. Increase national awareness of Kashi All-Natural Pizza by 15% among our target audiences.

2. Target primary audience, single women ages 25-34 nationwide: -Reach 85% of target audience an average of three times a month.

3. Target secondary audience, gays and lesbians ages 25-34 nationwide: -Reach 70% of target audience an average of twice a month.

4. Target tertiary audience, men and women ages 65+: -Reach 50% of tertiary audience an average of once a month.

Liquid Advertising believes utilizing media vehicles that provides a large national coverage will accomplish these objectives. These vehicles include, special events, radio, magazines, television and outdoor advertising.

Scheduling Objectives (Seasonality)

1. Begin campaign in February of 20102. Create a pulsing schedule focusing on perios of opportune reach.3. Rotate media vehicles in the same categories for a more effective reach. Liquid Advertising will focus more heavily during the months of February, April, June, July, November and December. Our campaign concentrates on public relations as a form of advertising, with the support of non-tradional media to generate interest and the use of traditional medias as the backbone of the campaign.

Tactics: Liquid Advertising took into consideration the amount of Mardi Gras beads that would need to be purchased and incorporated this into a form of non-traditional media. Each string of beads thrown off the Kashi Pizza float will have an attached Kashi logo on them, with a peal off two-dollar off coupon for any variety of Kashi All-Natural Pizza. The idea is that the attendees will bring home these beads as souvenirs and notice the coupon attached to the back. This coupon will not expire until the end of May.

Marathons (Bicycling & Running) The attendees and contestants at these marathons include people from all three of our target audiences and are similar in psychographics to the current Kashi consumer. Considering the activeness of these audiences, it only makes sense to target and support them at locations of high interest. The running marathons we chose to promote Kashi pizza at include the Boston Marathon (April 20th), Chicago Marathon (October 11th), New York Marathon (November 1st), and the Honolulu Marathon (December 14th). These marathons have the highest attendance of all running marathons in the United States. Tactics: Liquid Advertising will be giving away water bottles and towels at these events with the Kashi logo on them. It is also suggested but not planned that Kashi have food stands on these occasions. Radio advertisements featuring the voice of Kashi’s sponsored runner as a spokesperson will be airing the Monday through Thursday before each event. These commercials will air once during the morning drive and twice during the evening drive on and Adult Contemporary station in each city. 12

The Grabaawr Marathon in Wisconsin (June 20th-27th), Death Ride Marathon in California (July 11th), and the Ragbrai Marathon in Iowa (July 18th-25th) are the bicycling events we chose to promote during this campaign. These are the top bicycling events in the U.S., and we will offer the same amenities (towels and water bottles) as the running marathons, but we will exclude the radio advertisements due to the course length of these events. A Kashi cycler will also be sponsored for each race.

Macy’s Day Parade Macy’s Thanksgiving Day Parade appeals to all of our target audiences, especially our tertiary audience considering the tradition involved with this event. 40 million people watch this parade from their homes each year, not to mention the close to 2 million people in attendance. In the parade, we will have a balloon made featuring the seven whole grains and sesame found in Kashi Products.

Gay Pride Parades We have chosen five cities that include: St. Louis, New York City, Chicago, Atlanta and San Francisco to reach our secondary audience.

These locations are the most populated Gay Pride festivals/parades in the country, which occur the last weekend in June. They attract a large percentage of our suggested secondary target audience, especially because the events in each city occur during the same weekend. Therefore, we will be able to reach a large number of this demographic in a short span of time. Tactics: Kashi will have a float in each parade, along with sponsoring the St. Louis festival. The surplus beads (estimated at 50,000 sets per parade) from Mardi Gras will be thrown out durring the parade.

Outdoor Advertising At Liquid Advertising, we realize that the current consumers of Kashi pizzas and also all three of our target audiences are drawn to the natural beauty of National Parks; which is why we feel it is important to place outdoor advertising in these regions. The national parks we have decided to include in our campaign are; North Carolina’s Blue Ridge National Park, California’s Golden Gate National Park, Tennessee’s Great Smokey Mountains National Park, New York’s Gateway National Park, and Nevada’s Boulder City National Park. These are the most visited parks inside the U.S. The advertisements will begin in May and run throughout September due to the summer months bringing the highest number of visitors to each of these parks. Tactics: The suggested layout for the advertisements will be a two-part billboard scheme in which the billboards are positioned consecutively back to back. The first billboard will incorporate a design that includes Kashi’s seven whole grains and the following billboard will display a visual of Kashi’s All-Natural Pizza. Liquid Advertising suggests that these billboards

should be placed on opposite ends of the parks, in order to expose people entering from either side of the park.

Endorsements

Celebrity Endorsements can be a very useful part of a media plan. They serve as opinion leaders to target audiences, and may enhance the message of a campaign if selected properly. Liquid Advertising believes that Anderson Cooper is the best candidate for an endorsement in our campaign. Anderson Cooper appeals to all three of Liquid Advertising’s target audiences for different reasons. His position on CNN has made him an influential spokesperson in the eyes of the public. As a major news personality, Anderson Cooper appeals to the older generation because he is relatable. His position at CNN also draws in an older demographic of viewers. Cooper appeals to the gay audience because he is a successful and powerful member of the gay community. In fact, Out magazine ranked him second in their list of the fifty “Most Powerful Gay Men and Women in America.” Middle-aged women look to Cooper not only for his charming good looks, but also because he is one of the most trusted names in the news. With his active lifestyle throughout his career in the media at the age of 41 he has become one of the most popular and well-respected men in the media. He will be featured in Kashi pizza commercial, as well as print advertisements in The Advocate. Additionally, we will air his commercial during his show on CNN.

Chart 2: Events Breakdown

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Magazines

Our campaign will include a heavy amount of magazine advertisements due to the high selectivity of target audiences. Not only do these magazines have a high level of readership for their respected demographic, but they are also listed as favorites among consumers. By hand picking the specific titles that pertain to our three audiences, we plan to reach the majority of our target through this medium. The specific magazines we will use to reach our primary audience are Cosmopolitan, Fitness, Better Homes and Gardens, and Everyday with Rachel Ray. Magazines for our secondary audience are The Advocate, Out, and Curve. Our tertiary audience can be reached through AARP and can also be included Better Homes and Gardens and Everyday with Rachel Ray. To ensure an effective reach we will rotate our magazine advertisements.

• Cosmopolitan enables us to reach 25% of our primary audience; furthermore, 40% of these readers are single women. It has a low CPM of $11.87. For these reasons, we chose to run our advertisements in this magazine in all 11 months in our campaign. • Fitness magazine targets health conscious females. It has a CPM of $21.46, and the overall monthly advertisement rate is relatively inexpensive ($138,200). Over one third of the readers of Fitness are single women and their average HHI is $64,987. This is an efficient way to reach the active, health-conscience women we are targeting in our campaign. We chose to advertise in this magazine during two months of our campaign (May and December). We selected the month of May to purchase an advertisement on the back cover of this magazine because women will be looking for ideas on how to get in

shape for the summer and because the consumer is likely to hold on to this issue throughout the year. Choosing the month of December was also a strategic move because women will be looking for new workout plans to reach their new years resolution goals for the upcoming year, and this is also a way for our campaign to extend through the new year due to pass-along readership.

• Better Homes and Gardens is a magazine that is quite expensive for advertisers. Aside from the high cost, however, it has a very high reach capability. Also, the CPM is low at a price of $11.49. This magazine targets both our primary and secondary audiences. Since this magazine has such a high cost for a one-page advertisement, we will only execute an ad for Kashi in June. The reasoning behind choosing this month is that it is the beginning of summer, at a time when many of its readers are looking for new ways to decorate their gardens.

• Everyday with Rachel Ray has CPM of $97.70, which is quite expensive. However, the readership of this medium has been growing exponentially and its positioning as a green magazine adds to Liquid Advertising’s interest in advertising with this medium, seeing that Kashi is also viewed as a “green” company. 65% of its readership are ages 25-54, and the average HHI of its audience is $75,000+, indicating that this audience has a higher disposable income than most. July and November are the months that we chose for this specific magazine. The July and November issues of Everyday with Rachel Ray are important because they feature recipes for two national holidays (Independence Day and Thanksgiving) that appeal to our target and secondary audiences. • The Advocate is a magazine that will target gay men, which is part of our secondary audience. The CPM for this magazine is $15.65. Our advertisement will depict same-sex relationships, while the characters will be using Kashi pizza. The issues that we selected to advertise in are October; which will be the back cover because this is national GLBT month, April and November. • Out is another magazine that will target our secondary audience. The CPM for this magazine is $17.94. In October we will advertise on the back cover (for the same reason as above) and we will also run regular full-page advertisements in March and September. Anderson Cooper, our celebrity endorsement, will appear in these advertisements due to his previous work with this magazine. • Liquid Advertising believes that its important to advertise in these gay-oriented magazines during the spring and fall due to changing fashion trends at these times. • Curve is a magazine that targets the lesbian community, which is also a part of our secondary audience. We chose to advertise

Chart 3: Magazine Breakdown

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February through December because of the overall price of an ad in this media. The CPM is $70.82, which is fairly expensive, but worth the cost overall. People in the GLBT community are loyal to their magazines and products advertised in them. Theoretically, they are more likely to buy Kashi’s product when advertised in one of the three magazines mentioned than in any other group is when targeted in a general consumer magazine.• AARP magazine directly targets our tertiary audience. It is a trusted retiree magazine that many 65+ people are loyal readers to. This publication has a high readership of 34,755,000 and a low CPM of $14.90. February and December are the two months we chose to advertise Kashi Pizza in. During these months, it is colder outside so many of this older demographic do not get out as much. Therefore, it is important for them to stock up on supplies at the store. Liquid Advertising’s philosophy is that the ads in this magazines will generate curiosity of Kashi’s product among this group at this time, and will influence their purchasing decisions.

Television

Our campaign will produce three, 30-second television advertisements that will be placed accordingly to reach our desired target based on scheduling decisions, and aired nationally. One of our advertisements will feature Anderson Cooper to appeal primarily to our secondary audience, another will feature a woman between the ages of 25-34, and the last one will feature a couple around the age of 65 or older. By using this combination of demographic appeals and the following media vehicle plan, our television commercials will reach the majority of our primary

and tertiary audiences; however our secondary audience will be reached through these vehicles indirectly.

• Early Morning TelevisionFor this day part, we chose to use Good Morning America and The Today Show as our vehicles. The plan will have the commercials running everyday, Monday through Thursday, by alternating between each of the two programs. These advertisements will run during the months of February, June, September, and December. • DaytimeThe View, Rachel Ray, Ellen, Oprah, and General Hospital are the specific media vehicles that we chose to advertise with during the day time programming hours. Each of these shows will have one advertisement running once a week during the months of February, June, August, and December. So in other words, each of the five vehicles represent one day of the work-week (Monday through Friday), therefore this plan will have one commercial running everyday for this day part during the given months.

• PrimetimeCSI: Miami, American Idol, Grey’s Anatomy, and Dancing With The Stars, are the specific media vehicles that we chose to advertise with during the primetime hours. These vehicles will feature commercials during the sweeps periods; including March, April, July, and October. Throughout the year, the total number of times our commercials will be run during primetime is 16; breaking down into four each month (one per week).

• Syndicated/Late FringeFor the final day part, the plan will use the syndicated Will and Grace, Sex and the City, Golden Girls, Desperate Housewives, Nip/Tuck. Friends, and Anderson Cooper 360. The months we chose to run commercials in these vehicles are March, April, October, and November. Each vehicle will run our commercial once a month except for Will and Grace, which will only be during three months.

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Chart 4: Media Breakdown

-Anderson Cooper

Contingency Plan Flow Chart Liquid Advertising has come up with a media plan budget of $16,000,000. Throughout our campaign we spent a total of $15,789,108.63. The money spent thus far has allowed us to target our audiences through many media vehicles. However, if we are forced to cut back on campaign funds, we have many options that could save Kashi money. Such options include; cutting back on the frequency of television advertisements, the number of billboards in each park, and the amount of beads purchased for the Mardi Gras event. If we are allotted more money then the specific television channels we would choose to advertise on are: Bravo, LOGO, HGTV, Oxygen, FX and SoapNet.

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References

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