Carrie Skuzeski May 14, 2013Principles of AdvertisingAd CampaignMedia Plan: Neutrogena Naturals Purifying Facial CleanserMedia Plan:Audience Objectives: To reach women between the ages of approximately 15 and 35 who are active, like being outdoors and appreciate nature and wildlife. These women will be educated, employed, knowledgeable about current events, tend to have a liberal political outlook and care about conserving the environment. They will most likely be located on the East and West Coasts of the United States, because such areas tend to have citizens who endorse progressive initiatives to preserve the environment.Message-distribution objectives: The desired message weight for the campaign will be approximately 40 million women across the East and West Coasts of the United States. The coastlines account for the most heavily populated areas of the United States; nearly 53 percent of the countrys total population resides there. Therefore, the ads will reach a significant number of members in the target audience. The advertisements will be most effective if they run in the spring and early summer. The likely consumers of Neutrogena Naturals Facial Cleanser value protecting nature and wildlife. They engage in outdoor activities and new experiences. Therefore, it would be successful to run the ads before the seasons of good weather that usually draw active people from their cold winter caves. Because the approaching warm weather will remind the targeted audience for their love of nature, and motivate them to buy products with minimal impact to the environment. Running the ads after the Christmas season is smart because face wash is not a staple holiday gift. Also, likely purchasers will have time to recuperate funds depleted from the expensive holiday season. They will finally have money to purchase themselves products in the spring and summer. Therefore, the ad will run from February 1 until August 1. It will be best to run the ad in the morning and in the evening, in between hours women will most likely be at work. This is important because the type of women who will care about the environment and want to buy the product will most likely be employed. The desired average frequency for each member of the audience would be 12 times minimum. Although this is relatively high, it is necessary because there is such an abundant selection of face washes at stores. Therefore, it is important that women see the advertisement enough times that they will recognize and remember to buy the product while at a store. Media Strategy:Media Classes:The first media class this ad campaign will use is cable television. Using television will be highly effective because it reaches a broad range of audiences, such as the East and West Coasts. A television ad would allow the creatives to display messages that are exciting yet thorough. A television ad grants enough time to explain the products ability to clean skin while also being eco-friendly. Cable television is valuable because you can run an ad on a specific show to reach members of a particular target audience. The second media class will be magazines. Although consumers have continued to buy fewer magazines since 2011, magazines provide an opportunity to reach a specific type of consumer. Running ads in magazines geared toward younger, successful and environmentally conscious women will guarantee that the correct type of audience is being reached. Using both television and magazines ads is important. The two media classes will combine to reinforce the products benefits and help the ads to resonate within the audience members. Media Vehicles: The first media class used in this campaign is cable television. The likely purchases of the product are women who will watch ABC, NBC, the Style Network, MTV, HGTV and the Discovery Channel. ABC and NBC are two of the most heavily watched networks. The Style Network, MTV and HGTV will surely reach younger women interested in buying beauty products. The Discovery Channel will certainly reach audience members who enjoy being outdoors and are interested in promoting environmental conservation. All of these channels have a significant number of viewers (Lauria, 2010). Therefore, using these channels designates that the desired audience members are viewing the ad. This ensures that the advertising budget is being spent efficiently. The magazines that will be used are Better Homes and Gardens, Cosmopolitan, Womans Day and Glamour. All of these magazines are among the top 25 most circulated magazines in the United States (Matsa, 2012). They are all directed toward women. Better Homes and Gardens and Womens Day will attract older women that are included in the target audience. Cosmopolitan and Glamour will reach the younger women in target audience. Furthermore, all of these magazines will attract readers who most likely use face wash. These magazines are known for advertising beauty products, including face wash, to women. Readers have come to trust these magazines to provide information about beauty products and feature the highest quality products. Therefore, running the ads in these magazines will establish credibility for Neutrogena Naturals Clarifying Facial Cleanser. Most importantly, it will confirm that women within the desired target audience are being reaching with the ad. Size/Length of Ads:The television ads will be 15 seconds long. Although this may seem short, consumers are increasingly neglecting to become and remain engaged in an advertisement. Therefore, 15 seconds is long enough to explain the products benefits while not inconveniencing or annoying viewers. The ads in magazines will be full-length and 4-color.Positioning of Ads: The television ads on NBC and ABC will run throughout the day in order to reach an elevated number of the already high number of viewers on the network. This will allow for members of the target audience who do not work during the day to see the ads. The ads on MTV, The Style Network, HGTV and the Discovery Network will run in the morning and in the evening. Likely purchases of the product will have a job, and therefore they will most likely watch television before and after this job. Because we are running ads on numerous networks, it is not feasible to assume that a budget can pay for the ads to run the entire day. Using an all-day schedule on NBC and ABC, and a morning-evening schedule with remaining networks, will reach the desired audience weight and not be overly expensive. It would be most effective if the print ad is placed on the front, inside cover of all of the magazines. This is one of the most heavily viewed areas of magazines. A 4-color ad would be most appealing as well (Arens, 2011). Schedule of Insertions:Because there are multiple magazines in which we wish to advertise our product, it is not realistic to assume that we can afford to run an ad at an exceedingly frequent rate. Also, these magazines are monthly publications. Therefore, it would be best to run an ad in each magazine four times throughout the . This will also prevent readers from becoming bored with seeing the same ad countless times. The television ads for ABC and NBC should run periodically throughout the day between 7 a.m. and 10 p.m. For the remaining networks, the ads should run from 7 a.m. to 11 a.m., and then 4 p.m. to 10 p.m. This will ensure that all East and West coast womenemployed, unemployed or on unconventional scheduleswill see the ad.

Budget:Media VehicleAd size/lengthCost per insertionNumber of insertionsTotal cost for scheduleAudience size (or rating)CPM (or CPP)

Better Homes and Gardens magazine2nd Cover (4-color) $526, 4204$2,105,6801,560,000x4=6,240,000$6.53

HGTVsTravel Channel:15 spot$8,46030$253,0001,460,000 x 30 = 43,800,000$8.74

Totals$2,358,68050,040,000

ReferencesArens, W. (2011). M: Advertising, 12 ed. McGraw-Hill Publishing Company.Lauria, P. (2010, September 30). The 25 most valuable cable channels. The Daily Beast. Retrieved on May 11, 2013 from http://thebea.st/15HZNHs Matsa, K. E. (2012). Magazines: By the numbers. State of the Media. Retrieved on May 12, 2013 from http://bit.ly/wFle1RRates and Dates. (2013). Better Homes and Gardens. Retrieved on May 13, 2013 from http://bit.ly/T1awEl Advertising. (2013). Discovery Communications. Retrieved on May 13, 2013 from http://bit.ly/cvSZln