Danone Activia Yogurt should target medium-heavy yogurt consumers aged 25-64, who are married females living in large urban areas and working in white-collar jobs earning over $100,000 annually. Media focus should be in Ontario, Quebec and BC during Q1-Q2 to reach this target market. The brand performs well in Quebec, Ontario and BC but needs more exposure in the Prairies and Atlantic regions to increase sales.

1. Media Objectives and
Planning Assignment: Parts
1 & 2
AMM 5009
Tom Stevens
Prof. Kathy Saunders
February 14, 2017

2. 2
Table of Contents
Revised Assignment 1 Begins 2
Market Overview 3
Purchase Behaviour 4
Demographics:
• Summary 5
• Sex 6
• Age 7
• Language 8
• Income 9
• Education 10
• Employment Status 11
• Vocation 12
• Marital Status 13
• Children 14
BDI/MDI & Implications 15
Market Size 16
Seasonality/Timing & Media Flighting/Strategy 17-18
Creative 19
Assignment 2 Begins 20
Media Execution & Rationale 21
Media Not Selected & Rationale 22
Scheduling Plan, Advertising Duration &
Market List 23-24
Spending by Season & Achievement of
Reach/ Frequency/ Continuity/ Recency 25
Budget Summary 26
Regional Expenditure 27-28
Quarterly Expenditure 29
Cost Details & Blocking Chart 30-35
Legend
Highlighted in light blue/ blue indicates target market
Highlighted in dark blue indicates primary target market

3. 3
MARKET OVERVIEW
There are 17,981, 000 yogurt consumers in Canada. Of that 15,280,000 are medium-heavy
users, consuming on average 5 servings of yogurt a week. In addition, there are well over a
dozen yogurt brands vying for a piece of this market. All this is to say is - the Yogurt category in
Canada is a highly developed and very competitive.
The product category is very tame – in that yogurt is very simple product. Given the category’s
simple nature it is a difficult category to stand out in. In order for Danone Activia Yogurt to
achieve its objective of 1) mass awareness of the Activia challenge, and 2) product trial for
consumers who are new to yogurt an aggressive media strategy weighted based on consumer
purchase habits should be adopted. This aggressive strategy is necessary to break through the
clutter in this low interest category in order to deliver impressions against its target consumer.

4. 4
PURCHASE BEHAVIOUR AND CONSUMPTION CHART
Client: Danone Activia Yogurt
Recommendation:
Target medium-heavy consumers of yogurt.
Category % Population % Purchasers
(re-
percentage
to actual
purchasers)
Individual
Purchases
(Avg. # of
Purchases)
Total # of
Purchases
(000)
% of Total
Purchases
Total Adults
18+:
28,361,000
Any User
Universe:
17,891,000
Any 63.4% 100% 70,150.5
Light 9.52% 15.2% 0.5 1,350.5 1.9%
Medium 32.3% 50.94% 2.5 22,900 32.6%
Heavy 21.58% 34.2% 7.5 45,900 65.4%
Rationale:
It is recommended that Danone Activia Yogurt target medium-heavy consumers of yogurt. This
consumer segment makes up 98.2% of all yogurt purchases. Given this information, it is not
worthwhile to target light users.

5. 5
DEMOGRAPHICS: SUMMARY
It is recommended that Danone Activia Yogurt Target Adults aged 25-64, who are married with
families, living in large urban areas, and work in white-collar occupations. Furthermore, there
should be a high demographic skew toward female, and toward households earning in excess of
$100,000. In addition to this, media concentration should be focused in B.C., Ontario and
Quebec, during the first two quarters of the year.

6. 6
DEMOGRAPHIC: SEX
Recommendation:
To target primarily females with secondary consideration given to males.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Male 13,941 49.16 6,910 45.22 92
Female 14,420 50.84 8,369 54.77 108
Rationale:
According to Vividata, both males and females are well developed user groups of yogurt. That
being said, females have a 16% greater propensity to consume yogurt, and by population they
account 9.55% more consumers than males. This in conjunction with the assumption that
females are the primary purchaser, the primary target market is females, with secondary
consideration assigned to males, given their shear size.

7. 7
DEMOGRAPHIC: AGE
Recommendation:
To target all Adults aged 25-64.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
18-24 3,386 11.94 1,606 10.51 88
25-34 4,865 17.15 2,687 17.59 103
35-49 7,299 25.73 4,132 27.04 105
50-64 7,401 26.1 4,119 26.96 103
65+ 5,410 19.08 2,736 17.91 94
Rationale:
With reference to Vividata, it is recommended that Danone Activia Yogurt target Adults aged
25-64. The reason being is that this age segment has the highest propensity to consume yogurt,
and are the largest in shear population segment size, accounting for 71.59% of medium-heavy
yogurt consumers.
Although the 65+ user group is reasonably well developed, accounting for more consumers of
yogurt than the 25-34 segment– it is recommended that Danone Activia Yogurt’s media efforts
focus on building and growing their franchise through the younger segment because they are
the future of the brand.

8. 8
DEMOGRAPHIC: LANGUAGE
Recommendation:
To target both French and English speaking Canadians.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
French Canada 5,764 20.01 3,371 22.06 110
English Canada 22,687 79.99 11,908 77.93 97
Rationale:
According to Vividata, both French and English speaking Canadians are well developed user
groups of yogurt in Canada. It is recommended that Danone Activia Yogurt target both French
and English speaking Canadians with an investment allocation predicated on volume
contribution.

9. 9
DEMOGRAPHICS: INCOME
Recommendation:
To target households earning greater than $60,000 annually, with priority given to those
households earning greater than $100,000.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
HHI under $25,000 3,535 12.46 1,408 9.21 74
HHI $25,000-$39,000 3,436 12.12 1,701 11.13 92
HHI $40,000-$59,000 4,478 15.79 2,354 15.41 98
HHI $60,000-$74,999 3,059 10.79 1,672 10.94 101
HHI $75,000-$99,999 4,560 16.08 2,681 17.55 109
HHI $100,000+ 9,293 32.77 5,464 35.76 109
Rationale:
With reference to Vividata, it is recommended that Danone Activia Yogurt target households
earning greater $60,000 annually. This household income segment accounts for 64.35% of the
medium-heavy yogurt users. As well, this household income segment has the highest
propensity to consume yogurt.
It is further recommended that priority targeting be given to those households earning in
excess of $100,000. This segment has the highest propensity to consume yogurt, as well this
segment is 1.25 times as large as the previous two income segments combined, making up
35.76% of medium-heavy yogurt consumers. These two factors in conjunction with one another
make this income group a priority segment.

10. 10
DEMOGRAPHIC: EDUCATION
Recommendation:
It is recommended to target all those who have received a high school education or higher.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
No Certificate or
Diploma
3,772 13.3 1,783 11.67 88
Secondary/High
School Graduate
7,261 25.6 3,882 25.1 99
Trade
Certificate/Diploma
3,362 11.85 1,801 11.79 99
University/Other
Non-University Cert.
6,594 23.25 3,617 23.67 102
Bachelors Degree 4,732 16.68 2,681 17.55 105
Post Graduate+
Degree
2,639 9.31 1,514 9.91 106
Rationale:
Education is not a big discriminator in targeting, but as education increases so does the
predisposition to consume yogurt. With reference to Vividata, it is recommended that Danone
Activia Yogurt target all those who have received a high school education or higher. All these
education segments are fairly well developed consumers of yogurt, and account for 88.13% of
medium-heavy yogurt consumers.

11. 11
DEMOGRAPHIC: EMPLOYMENT STATUS
Recommendation:
To target the full-time employment segment, with secondary consideration given to the not-
employed segment.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Full-Time 15,109 53.27 8,600 56.28 106
Part-Time 2,369 8.35 1,263 8.27 99
Not Employed 10,882 38.37 5,417 35.45 92
Rationale:
It is recommended that Danone Activia Yogurt target full-time workers as their primary target
market, given their greater propensity to consume yogurt versus those who are part-time and
not-employed. In addition, they represent 56% of all medium-heavy consumers of yogurt.
Further investigation would have to be given to the not-employed segment, given the size of
the segment – i.e. what percent of not-employed is constituted by non-working parents, or
non-working students. It is an important segment because they do represent 35.45% of
medium-heavy consumers.

12. 12
DEMOGRAPHIC: VOCATION
Recommendation:
To target all vocational segments ranging from senior mangers to secretarial, with further
investigation given to the the “other” vocational segment.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Professional 1,750 6.17 890 5.82 94
Senior Manager/
Owners
1,187 4.19 638 4.18 100
Other Managers 3,588 12.65 2,091 13.68 108
Technical/
Sales/Teaching/Other
White Collar
3,205 11.3 1,975 12.93 114
Clerical/Secretarial 2,114 7.45 1,264 8.27 111
Skilled 2,790 9.84 1,415 9.26 94
Unskilled 2,632 9.28 1,481 9.69 104
Primary 360 1.27 204 1.34 105
Other 10,735 37.85 5,322 34.83 92
Rationale:
With reference to Vividata, it is recommended that Danone Activia Yogurt target all vocational
segments ranging from senior managers to secretarial. These segments have the highest
propensity to consume yogurt, as well in total they account for 39% of yogurt consumers. Since
the “other” vocational segment accounts for such a large percentage of medium-heavy yogurt
consumers- at 34. 83%, further investigation needs to be given to this segment in order to
better understand how to target it.

13. 13
DEMOGRAPHIC: MARITAL STATUS
Recommendation:
To target those who are married and or living together.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Single 6,702 23.63 3,139 20.54 87
Married or Living
Together
18,122 63.9 10,395 68.03 106
Widowed 1,583 5.58 754 4.93 88
Separated 528 1.86 262 1.71 92
Divorced 1,293 4.56 661 4.33 95
Rationale:
With reference to Vividata, it is recommended that Danone Activia Yogurt target all those who
are married or living together. This segment accounts for 68.03% of medium-heavy yogurt
consumers, as well they have the highest propensity to consume yogurt. All the other marital
segments lack the propensity to consume yogurt and population size to be considered in
targeting.

14. 14
DEMOGRAPHIC: CHILDREN
Recommendation:
To target families with children under 18, and to give secondary consideration to households
with no children under 18.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Household
Composition -
Presence of Children
Under 18
9,636 33.98 5,531 36.2 107
Household
Composition – No
Children Under 18
18,725 66.02 9,749 63.8 96
Rationale:
It is recommended that Danone Activia Yogurt target families with children under 18 given their
greater propensity to consume yogurt versus households with no children under 18. However,
secondary consideration should be given to households who do not have children under 18
given the shear size of this segment – they make up 63.8% of medium-heavy yogurt consumers.
More investigation needs to be given to this segment in order to better understand how to
target it.

15. 15
BDI/MDI
Population Brand Sales Band
Development
Index
Medium-
Heavy Market
(Category)
Sales
Market
Development
Index
(000) % of
Total
% (000) %
Region
Atlantic 1,941 6.84 6 88 1,067 6.87 100
Quebec 6,665 23.5 32 136 3,930 25.34 108
Ontario 10,907 38.46 40 104 5,691 37.46 97
Prairies 5,069 17.87 9 50 2,644 17.06 95
B.C. 3,778 13.32 13 98 1,948 13.28 100
Total 28,361 100% 100% 15,280 100%
Atlantic: Danone Activia Yogurt is underperforming in this market. There is room for it to grow here.
Media weight against priority target segments should be increased in this region in order to fully
develop the brand.
Quebec: Danone Activia Yogurt is performing extremely well in this market. The brand is more
developed than the category in this market. In order to defend market share, it is recommended that
Danone Activia Yogurt continue high levels of media weight in Quebec.
Ontario: Danone Activia Yogurt is performing very well in this market. The brand is more developed
than the category in this market. In order to maintain market share, it is recommended that Danone
Activia Yogurt continue high levels of media weight in Ontario
Prairies: Danone Activia Yogurt is doing very poorly in this market. The market is reasonably well
developed, while the brand is not. There is opportunity for Danone Activia Yogurt to grow here. It is
recommended that Danone Activia Yogurt increase media weight in the market against priority market
segments.
B.C.: Danone Activia Yogurt is slightly more developed than the market. It is recommended that Danone
Activia Yogurt maintain its current media weight in this market in order to maintain market share.
Implications:
Danone Activia Yogurt should give consideration to variable media weight levels by region. Quebec,
Ontario, and B.C. account for 85% of brand sales. These regions require more media weight given their
shear population sizes and their greater propensity to consume Danone Activia Yogurt. It is
recommended that 80% of the media weight be allocated to these regions. It is further recommended
that the remainder of the media weight be divided evenly between the Prairies and the Atlantic region,
and should be focused on priority segments in order to build brand awareness and increase BDI.

16. 16
MARKET SIZE
Recommendation:
To target Montreal, Toronto, Vancouver, with secondary consideration given to all other
communities greater than 100, 000, within the provinces of B.C. Ontario, Quebec, and tertiary
consideration given to all other major urban areas not in these three provinces.
Category Total Population Medium-Heavy User
Group
(000)
28,361
%
100
(000)
15,280
%
100
Index
Montreal/Toronto/
Vancouver
10,078 35.53 5,544 36.28 102
Community Size -
500,000+ (Exc. Mtl,
Tor, Van)
5,165 18.21 2,778 18.18 100
Community Size –
100,000-499,999
4,854 17.12 2,548 16.68 97
Community Size - <
99,999
8,264 29.14 4,410 28.86 99
Rationale:
With reference to Vividata, it is recommended that Danone Activia Yogurt target Montreal,
Toronto, Vancouver. These urban areas make up 36.28 % of the medium-heavy yogurt
consumers in Canada, as well as have the highest propensity to consume yogurt versus other
communities in the country. Secondary consideration should be given to all other communities
greater than 100, 000 in the provinces of B.C., Ontario and Quebec, because these provinces
make up 85% of yogurt consumers in Canada, and have the highest propensity to consume
yogurt in Canada. Finally, tertiary consideration should be given to all other urban markets not
in these three provinces, to help build brand awareness and BDI against priority target
segments in the Prairie and Atlantic regions.

17. 17
SEASONALITY/TIMING, & MEDIA FLIGHTING/STRATEGY
Quarter % Brand Sales
JFM 28
AMJ 26
JAS 20
OND 26
Quarter % Allocation of Media Weight
JFM 40
AMJ 25
JAS 10
OND 25
Quarter Media Flighting Strategy
JFM Broad Reach
AMJ Sustain Frequency Against High Value Target
Segments
JAS Punctuated Reach
OND Sustain Frequency Against High Value Target
Segments
Recommendation:
It is recommended that Danone Activia Yogurt focus on various media flighting strategies
through out the year long campaign. The majority of media weight should be allocated to the
first two quarters. It is recommended to build up reach and frequency in these first two
quarters to 1) promote the Activia challenge when consumers when brand purchases are
highest, 2) to attract new customers by advertising the health benefits of the product, and 3) to
help sustain the brand during the summer, when yogurt sales tend to drop.
In the first quarter the plan is to build awareness, and encourage product trial through a broad
reach campaign, at a minimum frequency of 8 exposures. Broad reach and frequency of
exposure is needed to 1) break through the clutter, and 2) to break through the tame market
category.
In the second quarter, its recommended that Danone Activia Yogurt sustain frequency against
high value target segments. This should be done to 1) encourage re-purchase, in order to
encourage habit, and 2) re-target consumers to help brand stay top of mind.
Launching an aggressive ad campaign in the first two quarters should help sustain the brand
through the summer. Advertising will be cut back drastically in the summer when demand for

18. 18
yogurt drops. The plan should be to spend minimal, and develop a punctuated reach strategy in
order to help brand remain top of mind. Consideration will also be given to promotional
advertising - perhaps a frozen yogurt promotion.
In the fourth quarter come back with high frequency against priority segments. This will be
grounded on research, tracking and various optimization tests based on sales from the first
three quarters.

19. 19
CREATIVE
The main objectives of the creative should be to 1) build awareness of the brand and the Activia
challenge 2) be compelling and enticing to new product users, and 3) help build reach and
frequency through effective art direction.
Creative Recommendations:
1. Must be visually impactful, and captivating in order to resonate with the consumer.
2. Must be developed with target demographic in mind.
3. Must inform consumer of key benefits of the Activia challenge.
4. Must be able to be used across multiple media channels in order to 1) achieve reach
and frequency goals and 2) create a cohesive communication strategy.

20. 20
MEDIA STRATEGIES AND PLANNING:
ASSIGNMENT 2

21. 21
MEDIA EXECUTION & RATIONALE
Recommendation:
It is recommended that 80% of the campaign budget be allocated to national broad reach
television, and the remaining 20% be allocated to out-of-home posters in priority markets to
build and amplify reach and frequency of exposure.
Totals Medium-Heavy User Index
(000) % (000) %
Quintile
Q1 Heavy 5,675 20% 2,871 18.8% 94
Q2 Medium Heavy 5,850 20.6% 3,279 21.5% 104
Q3 Medium 5,483 19.3% 3,037 19.9% 103
Q4 Medium Light 5,814 20.5% 3,320 21.7% 106
Q5 Light 5,539 19.5% 2,773 18.2% 93
Totals 100 100
Rationale:
Television was chosen as the primary medium for this campaign because of its ability to provide
fast, high, scalable reach, and effective frequency levels. Furthermore, it is a highly credible
and trusted medium, giving the message the advantage of sight, sound and motion. This will
work to captivate and engage the audience. This is particularly important for this highly
competitive low interest category.
Furthermore, according to Vividata, the majority of the Medium-Heavy user group of yogurt fall
into the top four television consumption quintiles – Heavy, Medium Heavy, Medium, and
Medium Light. These four quintiles together make up 81.86% of Medium-Heavy users and have
indices of 94, 104, 103, and 106 respectively. Therefore, making television an apt medium to
target this user group.
Out-of-home was chosen as the secondary medium because of its ability to reinforce and
amplify the visual elements of the television campaign. It will also help to increase frequency of
message exposure in priority markets in the summer, when television tuning begins to decline.
Finally, our locations will be selected based on high traffic areas within a five-mile radius of key
grocery retail chains to remind and reinforce purchase.

22. 22
MEDIA NOT CHOSEN
Radio:
While the national cost of radio is 38% less than television, the lack of visuals and the reduction
in potential reach were the two mitigating factors in deciding not select radio.
Magazines
Although magazines were considered because of the opportunity to align ads with editorial
content, they were ultimately not chosen due to a lack of budget, and due to lack of readership
against active mobile females. While females still engage with magazines their content
consumption is transitioning from the offline world to the online world.
Newspapers:
Newspapers were not selected due to declining readership, and low quality of reproduction.
Furthermore, the brand needs to be positioned in leadership channels, and newspapers are
perceived to be a secondary declining channel.

23. 23
SCHEDULING PATTERN:
A national 30-second television commercial will run during the first, second, and fourth
quarters of the campaign. The commercial will be taken off air during the summer, when
television viewership is down, and brand sales are down. During the summer out-of-home
posters will be placed in priority target markets – Toronto, Vancouver, Montreal, Calgary,
Halifax, Saskatoon, and Regina - in order to help the brand, remain top of mind.
Quarter 1; JFM:
The first quarter will consist of television only. The commercial will run nationally, and start the
week of January 18. The commercial will run on a block schedule for the first six weeks, and
dove-tail for the last two. The campaign will run at 180 rating points per week for the first two
weeks, and will then run at 140 rating points per week for the remainder of the quarter.
Rationale:
Television was chosen to launch the campaign because of its ability to achieve high reach and
frequency. Both of which are necessary when trying to promote sales, and awareness.
Quarter 2; AMJ:
The second quarter will consist of both television and out-of-home. Television will run
nationally on a block schedule, at 80 rating points per week for the first for four weeks of the
quarter, and will dove-tail for the last eight weeks of the quarter, at 80 rating points per week.
During the last month of the quarter the out-of-home campaign will launch in priority target
markets, and will run at 25 rating points per week.
Rationale:
Television was chosen to sustain the campaign during the second quarter in order to continue
to maintain reach, frequency, and to promote recency.
Out-of-home was chosen to supplement television in this quarter to help the campaign
reinforce frequency and reach against priority target markets as the campaign heads into
summer.

24. 24
Quarter 3; JAS:
Out-of-home will run for the first four weeks of this quarter, in priority target markets at 25
rating points per week. There will be no advertising in the last two months of this quarter.
Rationale:
The heavy television advertising weight in the first two quarters should sustain the brand
through the summer. Minimal advertising weight is needed in the summer because brand sales
are lowest during the summer. Media weight should be placed in quarters where sales are the
highest.
An eight week out-of-home campaign in June and July is enough to the help brand stay top of
mind through the summer.
Quarter 4; OND:
Return to television beginning the week of October 2, with an 8-week block schedule at 80
rating points per week.
Rationale:
This 8-week intensive ad schedule will deliver high reach, and frequency of exposure,
promoting awareness and purchase. Come out of market in December, and prepare to relaunch
the campaign in January.
ADVERTISING DURATION & MARKET LIST:
Television:
30-second spot, English and French.
English spots run nationally.
French spots run in Quebec only.
Outdoor:
10’ x 20’ horizontal posters, English and French.
English spots run in priority English markets: Toronto, Vancouver, Montreal, Calgary, Halifax,
Saskatoon, and Regina.
French spots run in priority French markets: Montreal.

25. 25
SPENDING BY SEASON & ACHIEVEMENT OF REACH/FREQUENCY/CONTINUITY/RECENCY
Quarter 1; JFM – Broad Reach:
The first quarter is focused on broad reach, and high frequency - in order to promote
awareness, and product trial. In order to achieve broad reach and frequency of exposure, the
commercial needs to run at 180 rating points per week for the first two weeks of the quarter,
and then at 140 rating points per week for the last six weeks of the quarter. This will provide a
reach of 81% and an average frequency of exposure of 15. A high frequency is necessary in
order to 1) break through the clutter - necessary for a low interest category, and 2) to promote
reach and recency objectives of the campaign, namely, to promote trial.
Quarter 2; AMJ – Sustained Frequency & Recency:
The second quarters ‘ focus is to sustain the high impact created in the first quarter. Therefore,
the campaign needs to run at minimum of 80 rating points per week throughout the entirety of
the second quarter. This will continue to provide a reach of 81% and an average frequency of
exposure of 8. High frequency in tandem with continued broad reach will help to retarget
consumers and encourage re-purchase.
During the end of the second quarter, while transitioning into the summer months, it is
recommended that the brand launch an out-of-home campaign. The out-of-home campaign will
start the first week of June, and carry on into July - the first month of the next quarter, for a
total of 8 weeks. Out-of-home will only be launched in priority markets in order to support
reach, and frequency against priority target markets.
Quarter 3; JAS – Punctuated Frequency:
The objective in the third quarter is to stay top-of-mind through a punctuated reach strategy.
The aggressive television campaign during the first two quarters will carry the brand through
the summer. The high frequency of exposure that these out-of-home ads will provide, will
provide the campaign with the necessary punctuated frequency needed in order for the brand
to sustain top-of-mind awareness through the summer months.
Quarter 4; OND –Sustain Frequency:
The objective of the fourth quarter is sustained frequency. Returning to television at the
beginning of the third quarter, at 80 rating points per week will achieve high frequency of
exposure of 8 and reach of 81%, working to promote purchase, and helping the brand remain
top-of-mind.

26. 26
BUDGET SUMMARY
Medium Amount Percentage
Television $3,218,544 80%
OOH $785,372 20%
Totals $4,003,916 100%
Rationale:
It is recommended that the majority of the media budget be allocated to television. Television
is the most suitable medium for this campaign because of its ability to achieve the campaigns
reach, frequency, and recency objectives. Being in television is therefore seen as a priority for
this campaign.
Furthermore, the key to an effective television campaign in a low interest category, is high
frequency of exposure. This is necessary for the message to break through the clutter, and stick
with the consumer. In order to achieve the necessary frequency levels to effectively break
through the clutter, television needs to be purchased at high weekly rating points. The costly
nature of running an effective national television campaign, puts restraints on the budget, and
makes it difficult to invest media spending elsewhere.
Out-of-home is recommended as the secondary medium because of it ability to reinforce and
amplify the visual elements of the television campaign. It also will help increase frequency of
exposure against priority target markets.

27. 27
REGIONAL EXPENDITURE
Atlantic Quebec Ontario Prairies B.C Totals
Media
Expenditures
$171,322 $936,736 $1,697,186 $638,112 $515,562 $4,003,916
% Ad Spend 4.3% 23.4% 42.3% 17% 13% 100
% Sales 6% 32% 40% 9% 13% 100
Index 72 73 106 189 100
Atlantic:
The Atlantic region was not considered a priority region for media spending. Although the
brand is slightly underdeveloped in this market, and has the potential to grow here, media
spending needed to be prioritized elsewhere namely in higher population regions, where the
brand must remain competitive, in order to maintain its market share.
That being said, it is recommended the brand invest more media allocation in high priority
markets in this region, in order to begin to grow brand market share in this region. For this
reason, an out-of-home summer campaign will be launched in Halifax, the most populous city in
Atlantic Canada.
Quebec:
Quebec is a high priority region, and media investment in Quebec is aligned to population to
defend strong sales.
It is thought that because of the regions high propensity to consume the brand, that media
allocation in Quebec can be reduced. The brand is doing very well here and does not need as
much media support. Media dollars for Quebec can therefore be reallocated to help the brand
in struggling regions, namely the Prairies.
Ontario:
Ontario is a high priority region. Both category and brand development are high in this market,
and therefore investment must be higher than or equal to their development indices in order to
sustain and grow the brand.
Prairies:
The media investment strategy in this region will be offensive. The market is well developed,
while the brand is underdeveloped. There is a big opportunity to grow market share in this
region.

28. 28
B.C.:
B.C is a high priority region. Both category and brand development are high in this market, and
therefore investment must be higher than or equal to their development indices in order to
sustain and grow the brand.
Toronto, Montreal, Vancouver, and Priority Target Markets 100k +
In order to reinforce the television campaign, a summer out-of-home campaign will be
launched in these priority markets to increase frequency of exposure in these high population
centers.
Conclusion:
The regional media investment strategy has diverged slightly from the media objectives
outlined for the brand. That is, in order to support an aggressive offensive media campaign in
the Prairies, where the brand has the opportunity to grow, media spending needed to reduced
in Quebec and reallocated to the Prairies.

29. 29
QUARTERLY EXPENDITURE
Q1 Q2 Q3 Q4 Totals
% Ad Spend 39% 30% 10% 21% 100%
% Of Sales 28% 26% 20% 26% 100%
Index 139 115 50 80
Rationale:
Quarterly expenditure is predicated on brand sales by quarter. In order to promote brand sales
in the first two quarters of the year, when brand sales are highest, the majority of the media
weight and budget should be allocated to these quarters.
Media spending should be cut back in the summer when brand sales are the lowest. Heavy
media weight and spending in the first two quarters will help carry the brand through the
summer months. Light media weight and spending in the summer will work to help brand
sustain frequency, and top-of-mind awareness.
Media weight and spending should be upped in the last quarter in order to help promote brand
sales, and remain competitive.
Conclusion:
Media spending by quarter has diverged slightly from the media objectives outlined for the
brand. Namely, some of the fourth quarters budget has been reallocated to the second quarter,
in order to 1) help sustain the high impact of the first quarter, and 2) to support an out-of-home
campaign in June, to help the brand sustain itself through the summer.

30. 30
COST DETAILS
Television Q1
Television Adults Women
Markets CPRP
(unmod.)
CPRP
mod.
Weekly
Ratings
Weekly Cost #
Weeks
Total Cost
Halifax $27.00 $24.30 80 $1,944.00 8 $15,552.00
Saint John/Moncton $22.00 $19.80 80 $1,584.00 8 $12,672.00
St. John's $14.00 $12.60 80 $1,008.00 8 $8,064.00
Total Atlantic $63.00 $56.70 80 $4,536.00 8 $36,288.00
Montreal French $156.00 $140.40 80 $11,232.00 8 $89,856.00
Montreal English $104.00 $93.60 80 $7,488.00 8 $59,904.00
Quebec City $40.00 $36.00 80 $2,880.00 8 $23,040.00
Sherbrooke $24.00 $21.60 80 $1,728.00 8 $13,824.00
Trois Rivieres $14.00 $12.60 80 $1,008.00 8 $8,064.00
Chicoutimi/Jonquiere $10.00 $9.00 80 $720.00 8 $5,760.00
Total Quebec $348.00 $313.20 80 $25,056.00 $200,448.00
Toronto/Hamilton $320.00 $288.00 80 $23,040.00 8 $184,320.00
Ottawa English $95.00 $85.50 80 $6,840.00 8 $54,720.00
Ottawa French $12.00 $10.80 80 $864.00 8 $6,912.00
Kitchener/London $120.00 $108.00 80 $8,640.00 8 $69,120.00
Sudbury/Timmins/North
Bay
$24.00 $21.60 80 $1,728.00 8 $13,824.00
Peterborough/Kingston $24.00 $21.60 80 $1,728.00 8 $13,824.00
Barrie $9.00 $8.10 80 $648.00 8 $5,184.00
Total Ontario $604.00 $543.60 80 $43,488.00 $347,904.00
Winnipeg $48.00 $43.20 80 $3,456.00 8 $27,648.00
Regina $19.00 $17.10 80 $1,368.00 8 $10,944.00
Saskatoon $25.00 $22.50 80 $1,800.00 8 $14,400.00
Total Man/Sask $92.00 $82.80 80 $6,624.00 8 $52,992.00
Calgary $80.00 $72.00 80 $5,760.00 8 $46,080.00
Edmonton $80.00 $72.00 80 $5,760.00 8 $46,080.00
Total Alberta $160.00 $144.00 80 $11,520.00 $92,160.00
$-
Vancouver/Victoria $175.00 $157.50 80 $12,600.00 8 $100,800.00
Total British Columbia $175.00 $157.50 80 $12,600.00 $100,800.00
Total $1,442.00 $1,297.80 80 $103,824.00 $830,592.00

31. 31
COST DETAILS
Television Q2
Television Adults Women
Markets CPRP
(unmod.)
CPRP
mod.
Weekly
Ratings
Weekly
Cost
#
Weeks
Total Cost
Halifax $27.00 $24.30 80 $1,944.00 8 $15,552.00
Saint John/Moncton $22.00 $19.80 80 $1,584.00 8 $12,672.00
St. John's $14.00 $12.60 80 $1,008.00 8 $8,064.00
Total Atlantic $63.00 $56.70 80 $4,536.00 8 $36,288.00
$-
Montreal French $156.00 $140.40 80 $11,232.00 8 $89,856.00
Montreal English $104.00 $93.60 80 $7,488.00 8 $59,904.00
Quebec City $40.00 $36.00 80 $2,880.00 8 $23,040.00
Sherbrooke $24.00 $21.60 80 $1,728.00 8 $13,824.00
Trois Rivieres $14.00 $12.60 80 $1,008.00 8 $8,064.00
Chicoutimi/Jonquiere $10.00 $9.00 80 $720.00 8 $5,760.00
Total Quebec $348.00 $313.20 80 $25,056.00 $200,448.00
$-
Toronto/Hamilton $320.00 $288.00 80 $23,040.00 8
$184,320.00
Ottawa English $95.00 $85.50 80 $6,840.00 8 $54,720.00
Ottawa French $12.00 $10.80 80 $864.00 8 $6,912.00
Kitchener/London $120.00 $108.00 80 $8,640.00 8 $69,120.00
Sudbury/Timmins/North
Bay
$24.00 $21.60 80 $1,728.00 8 $13,824.00
Peterborough/Kingston $24.00 $21.60 80 $1,728.00 8 $13,824.00
Barrie $9.00 $8.10 80 $648.00 8 $5,184.00
Total Ontario $604.00 $543.60 80 $43,488.00 $347,904.00
$-
Winnipeg $48.00 $43.20 80 $3,456.00 8 $27,648.00
Regina $19.00 $17.10 80 $1,368.00 8 $10,944.00
Saskatoon $25.00 $22.50 80 $1,800.00 8 $14,400.00
Total Man/Sask $92.00 $82.80 80 $6,624.00 8 $52,992.00
Calgary $80.00 $72.00 80 $5,760.00 8 $46,080.00
Edmonton $80.00 $72.00 80 $5,760.00 8 $46,080.00
Total Alberta $160.00 $144.00 80 $11,520.00 $92,160.00
Vancouver/Victoria $175.00 $157.50 80 $12,600.00 8
$100,800.00
Total British Columbia $175.00 $157.50 80 $12,600.00 8 $100,80.00
Total $1,442.00 $1,297.80 80 $103,824.00 $830,592.00

32. 32
COST DETAILS
OOH Q2
Daily GRP's 4-Week Rates # of Weeks Total Cost
$ $
Horizontal Posters (10' X 20')
Market
Toronto 25 174,529 4 174,529
Montreal 25 80,000 4 80,000
Vancouver 25 62,481 4 62,481
Calgary 25 43,853 4 43,853
Halifax 25 15,353 4 15,353
Saskatoon 25 8,235 4 8,235
Regina 25 8,235 4 8,235
Total Outdoor: 392,686

33. 33
COST DETAILS
OOH Q3
Daily GRP's 4-Week Rates # of Weeks Total Cost
$ $
Horizontal Posters (10' X 20')
Market
Toronto 25 174,529 4 174,529
Montreal 25 80,000 4 80,000
Vancouver 25 62,481 4 62,481
Calgary 25 43,853 4 43,853
Halifax 25 15,353 4 15,353
Saskatoon 25 8,235 4 8,235
Regina 25 8,235 4 8,235
Total Outdoor: 392,686

34. 34
COST DETAILS
Television Q4
Television Adults Women
Markets CPRP
(unmod.)
CPRP
mod.
Weekly
Ratings
Weekly
Cost
#
Weeks
Total Cost
Halifax $27.00 $24.30 80 $1,944.00 8 $15,552.00
Saint John/Moncton $22.00 $19.80 80 $1,584.00 8 $12,672.00
St. John's $14.00 $12.60 80 $1,008.00 8 $8,064.00
Total Atlantic $63.00 $56.70 80 $4,536.00 8 $36,288.00
$-
Montreal French $156.00 $140.40 80 $11,232.00 8 $89,856.00
Montreal English $104.00 $93.60 80 $7,488.00 8 $59,904.00
Quebec City $40.00 $36.00 80 $2,880.00 8 $23,040.00
Sherbrooke $24.00 $21.60 80 $1,728.00 8 $13,824.00
Trois Rivieres $14.00 $12.60 80 $1,008.00 8 $8,064.00
Chicoutimi/Jonquiere $10.00 $9.00 80 $720.00 8 $5,760.00
Total Quebec $348.00 $313.20 80 $25,056.00 $200,448.00
$-
Toronto/Hamilton $320.00 $288.00 80 $23,040.00 8
$184,320.00
Ottawa English $95.00 $85.50 80 $6,840.00 8 $54,720.00
Ottawa French $12.00 $10.80 80 $864.00 8 $6,912.00
Kitchener/London $120.00 $108.00 80 $8,640.00 8 $69,120.00
Sudbury/Timmins/North
Bay
$24.00 $21.60 80 $1,728.00 8 $13,824.00
Peterborough/Kingston $24.00 $21.60 80 $1,728.00 8 $13,824.00
Barrie $9.00 $8.10 80 $648.00 8 $5,184.00
Total Ontario $604.00 $543.60 80 $43,488.00 $347,904.00
$-
Winnipeg $48.00 $43.20 80 $3,456.00 8 $27,648.00
Regina $19.00 $17.10 80 $1,368.00 8 $10,944.00
Saskatoon $25.00 $22.50 80 $1,800.00 8 $14,400.00
Total Man/Sask $92.00 $82.80 80 $6,624.00 8 $52,992.00
Calgary $80.00 $72.00 80 $5,760.00 8 $46,080.00
Edmonton $80.00 $72.00 80 $5,760.00 8 $46,080.00
Total Alberta $160.00 $144.00 80 $11,520.00 $92,160.00
Vancouver/Victoria $175.00 $157.50 80 $12,600.00 8
$100,800.00
Total British Columbia $175.00 $157.50 80 $12,600.00 8 $100,80.00
Total $1,442.00 $1,297.80 80 $103,824.00 $830,592.00

35. 35