Media Buy Claritin Proposal


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This is my Media Buy proposal for Claritin - Perdiatric Care.

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Media Buy Claritin Proposal

  1. 1. Account Planner: Anaisabel Garcia Account: Claritin Client Products: Claritin is a well known over the counter medicine for allergies. They have adult and pediatric lines to aide in the relief of allergies. In this campaign, we will be focusing on the pediatric care line for Claritin. They currently have three pediatric products in the market, those of which include: Claritin 12-hour RediTabs Tablets for Kids ages 6 and up, Claritin Grape Chewable for Kids ages 2 and up, and lastly, Claritin Grape Flavored Syrup for Kids ages 2 and up. Proposal For: Claritin’s Pediatric Line Client Fact Sheet
  2. 2. Pediatric Product Line Claritin 12-Hour RediTabs Tablets for Kids Children's Claritin Grape Chewables Children's Claritin Grape Flavored Syrup One easy dose gives your child (ages 6 and up) the non-drowsy allergy relief they need to get them from breakfast to dinner. Great-tasting, dye-free and safe and effective for kids 2 and up! Easy to take! Great- tasting Children's Claritin chewables are safe and effective for kids 2 and up!
  3. 3. Proposed Test Markets: Philadelphia, Penn. Charlotte, N.C. Dayton, Ohio Chattanooga, Tenn. Louisville, Ky. Knoxville, Tenn. Supporting Facts: We have conducted secondary research to locate the top cities in the United States that have a high rate of allergies due to their geographical structure and environmental situations. “Spring is high season for allergies across the U.S. and time for the "spring allergy capital" list from the nonprofit Asthma and Allergy Foundation of America (AAFA). The AAFA evaluates 100 U.S. cities for spring allergy prevalence, pollen scores, allergy medicine use, and board-certified allergists per patient. “ Sources Proposed Test Markets
  4. 4. Proposed Locations This year, Philadelphia made two different top 10 lists from AAFA. It moved up to No. 6 on the spring allergy list, from No. 12 last year. Charlotte, N.C., dropped a couple spots on AAFA's spring allergy capitals list, making it to No. 5 after hitting No. 3 last year. Dayton, Ohio, moved up to No. 4 in the AAFA spring allergy capitals list; last year, the city claimed the No. 8 spot. Chattanooga shot up to No. 3 on the AAFA 2010 spring allergy capitals list, from No. 17 last year. Use of allergy medicines is worse than average in this Southern city that borders the Appalachian mountain range. Louisville dropped one spot in 2010, to make it the second worst city for spring allergies. The worst U.S. city for spring allergies in 2010 is Knoxville, Tenn., which moved up from No. 2 last year. Knoxville had a worse than average pollen score and use of allergy medicine. The ratio of allergy specialists to patients was about average, according to the AAFA. Pollen is the biggest trigger for spring allergies, no matter where you live. No. 1: Knoxville, Tenn.No. 2: Louisville, Ky.No. 3: Chattanooga, Tenn. No. 4: Dayton, OhioNo. 5: Charlotte, N.C.No. 6: Philadelphia
  5. 5. Measured Target: Women; Ages: 18 - 49 Planning Target: Middle Class, married, stay-at- home, moms. Mainstreamer, explorer and highly active in the community as well as their children’s interest, schools and activities. Reasoning: In a 2005 study, the U.S. Census Bureau reported an estimated 5.6 million stay-at- home moms. That is a 22% increase from 1994. This number has been predicted to increase with the increase of layoffs in the current economic condition in the U.S. Target Audience Sources:
  6. 6. Media Category: Magazine S.W.O.T. STRENGTHS Magazine audiences are growing — and young adults read heavily: The number of magazine readers has grown more than 4% over the past five years. In fact, 93% of adults overall and 96% of adults under age 35 read magazines. Magazine advertising gets consumers to act: Two separate sources show that more than half of all readers (56%) act on magazine ads. And, action-taking has increased +10% in the last five years. Magazines contribute most throughout the purchase funnel: Magazines are the most consistent performer in the purchase funnel with particular strength in the key stages of brand favorability and purchase intent. Stay at home moms rely on educating themselves on how to take care of their children. Magazines are outlets to how they can find out about children products in the market for their kids.
  7. 7. Media Category: Magazine S.W.O.T. WEAKNESSES •Since it is reported that stay-at-home moms are in the low economic scale, they may not be able to afford the magazine or have interest in investing on the subscription. •Running an AD in a magazine can be expensive. •They may skip through the AD if their child is not allergy prone. •Younger stay-at-home moms are not active readers.
  8. 8. Media Category: Magazine S.W.O.T. OPPORTUNITIES •Product promotion •Product education •Include coupon •Lead them back to your website for coupon •Lead them back to your website for education on allergies Magazine advertising gets consumers to act: Two separate sources show that more than half of all readers (56%) act on magazine ads. And, action-taking has increased +10% in the last five years. As mention:
  9. 9. Media Category: Magazine S.W.O.T. THREATS • The rise of e-marketing • Stay-at-home moms may just do quick research online, instead of picking up the magazine. • The rise of social media, another source of news and product information.
  10. 10. Media Category: Magazine S.W.O.T. CONCLUSION A magazine AD is particularly ideal for this product since we can include a coupon and lead them to the website to learn more on allergies. Since our target is middle class, the coupon is of benefit to them to lead to the purchase. It is also much more convenient to snip out the coupon on a printed AD than search and print the coupon, using one’s printer and ink. The magazine is flipped through by different crowds while at the supermarket, so we will reach more audience members.
  11. 11. Media Category: Magazine Media Vehicles FAMILY CIRCLE 3,178,706 695,533 3,874,240 3,906,135 -0.8% O, THE OPRAH MAGAZINE 1,761,031 677,679 2,438,710 2,379,818 2.5% US WEEKLY 1,096,309 827,784 1,924,093 1,903,989 1.1% Publication Name 2009 Subscriptions Paid & Verified 2009 Single Copy Sales 2009 Total Paid & Verified 2008 Total Paid & Verified % Change
  12. 12. Media Category: Magazine Media Vehicles Publication Women Ages: 18-49 Parents Unemployed Family Circle 100% 47% 40% 43% US Weekly 76% 85% 52% 28% O Magazine 88% 60% 47% 33%
  13. 13. MEDIA VEHICL E 1st Best
  14. 14. MEDIA VEHICL E 2nd Best
  15. 15. MEDIA VEHICL E 3rd Best
  16. 16. Media Category: Magazine Media Schedule High Flu Season: Spring First Day of the Spring Season: March 20th, 2011 Last Day of the Spring Season: June 21st, 2011 Publication February March April May June Family Circle US Weekly O Magazine
  17. 17. Media Category: Magazine Schedule Explanation Spring season begins in March and ends in June. Since these magazines publish monthly, we want to publish at the magazine with the highest qualified demo starting at February, one month before. US Weekly has the highest qualified demo, so we will run from February-June. Family Circle is the second highest, so we will run the ad all through flu season March-June. Since Oprah has the lowest, we will only advertise at the peak months of flu season.