Ad Campaign Purina Pet Gear Train MeBrittany Keebler and Olivia Cavataio
Description of the Slogan/Theme/ Product• Slogan - Live. Love. Play• Theme - Uses bright colors similar to those for kids• Product - Training Oriented • Puppy Pads • Chew Deterrent • Scoop Bags • House Training Aid • Potty Training Kit
Description of the Client• Purina is under the Nestle Corporation• Sponsor of the Incredible Dogs Competition• Owns Purina Farms• Located in St. Louis• Recently introduced Pet Gear, formerly focused more on pet food
Objectives of the Campaign• Increased Product Awareness - through advertising• Spread to Specialty Pet Stores - locally and chains like PetSmart and PetCo• Increase Product Sales - to 1 million by the year end
Identiﬁcation of Target Markets Primary Geographics Psychographics Demographics Age: 25-32 Sunset Hills willing to treat pet as a kidIncome Level: $45,000 to willing to spend larger Webster Groves $60,000 amounts on pet care wanting children in theMarital Status: Married Chesterﬁeld future or wanting to start Couple with a pet as their “child”
Identiﬁcation of Target Markets Secondary Geographics Psychographics Demographics Age: 65-75 Sunset Hills interested in staying activeIncome Level: Retirement Webster Groves family oriented Funds someone who had pets Marital Status: Single/ Chesterﬁeld growing up/ while their Widowed children grew up
BudgetAdvertisement Description Unit Cost # of Units Total Cost107.7 Class AA, 1min. 4 days a week $1,000 32 $32,00098.1 Class AA, 1min. 4 days a week $1,000 32 $32,000106.5 Class AA, 1min. 4 days a week $1,000 32 $32,000Radio Advertisement Production Cost $100 1 $100Dog Fancy 1 Pg. Ad Per Issue $26,460 12 $317,520Modern Dog 1 Pg. Ad Per Issue $26,460 4 $105,840Bark 1 pg. Ad Per Issue $26,460 6 $158,760PetCo Aggressive Campaign $1,400 1 $1,400PetSmart Aggressive Campaign $1,400 1 $1,400Magazine Sites Aggressive Campaign $1,400 1 $1,400Direct Mail Evite to “Dog Days” Event $13,000 1 $13,000Direct Mail Obtaining 4 sets of 1,000 addresses $490 4 $1,960Direct Mail Mailing Costs $0.44 4,000 $1,760Specialty Media Custom Dog Clickers $1.60 8,000 $12,800Dog Days Event Activities at Purina Farms $10,000 3 $30,000TOTAL $741,940
Schedule of Advertising Planned Advertising Jan Feb Mar Apr May JunMagazine Ad * * * *Dog Days Event *Radio Broadcasting * * *on Local StationsInternet Advertising * * * *
Schedule of Sales Promotions Sales Promotion Jan Feb Mar Apr May JunSlotting Allowance * * *Weekly * *AdvertisementCustomer Loyalty * * * * * *ProgramsRebate Program * * * * * *(DryStep Challenge)
Beneﬁts to the Client• Expansion to more Pet Stores/Retailers• Increased Product Awareness• Increase Revenue• Customer Relationships
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