JOHN, ROSALIE, MARIA, MARGARET, CHERYLUniversity of Dayton Assignment #3 Commercial: Purina Kitten Chow Margaret Barrett Maria Caci John Rademaker RosalieVisceglia Cheryl Wood CMM 343, Scriptwriting for Electronic Media Prof. Roy Flynn Fall 2011 9/20/11
JOHN, ROSALIE, MARIA, MARGARET, CHERYL INFORMATION SHEETAPPEALSEMOTIONAL APPEAL: TO THE “ANIMAL LOVER IN YOU”.FOR THE LOVE OF KITTEN, VIEWER WILL BUY THIS PRODUCT TO MAKEKITTEN HEALTHY, STRONG, AND CUDDLY. VIEWER WILL BUY IT RIGHTNOW TO ACHIEVE THIS. VIEWER WANTS THIS FOR THEIR KITTEN ANDWOULD HAVE IT NO OTHER WAY.FORMATJINGLE-UPBEAT TEMPO WITH SINGING JUST ABOVE A WHISPER THATPROGRESSIVELY GETS LOUDER (COOL CAT MUSIC, SNAP YOUR FINGERBEAT) “PURINA-A KITTEN CHOW! – NURTURE HER HEALTHY HEART-START RIGHT NOW!” REPEAT THROUGHOUT SCENARIO #1PERSIAN KITTEN PLAYING WITH YARN. SWITCH TO A BIG PERSIAN CATSTANDING STRONG, THEN SWITCH TO SMALL PERSIAN KITTEN EATINGPURINA KITTEN CHOW. SOMEONE ASKS “WHAT ARE THEY SAYING?” THEJINGLE GETS LOUDER. KITTEN HAS A COOL WALK AFTER EATING PURINAKITTEN CHOW. THEN CHILD HANDS KITTEN TO AN OLDER PERSON. SCENARIO #2SMALL KITTEN EATING PURINA KITTEN CHOWGROWS UP HEALTHY &STRONG. THEN KITTEN PERFORMS FEATS REQUIRING HIM/HER TO BEHEALTHY & STRONG.
JOHN, ROSALIE, MARIA, MARGARET, CHERYLTARGET MARKETSENIOR CITIZENS, HANDICAPPED, DISABLED PEOPLE, YOUNG CHILDREN • AGE: 30% ages 60 and up, households with individuals over 65: 24% • Noon to 4 (soaps): $150-300CAT FACTS: * About 48% of cat owners and 36% of dog owners say their pets appear to watch television. • More than 90% surveyed (including non-pet-owning households) said that the following groups could lead more satisfying lives -if they had a dog or cat companion: people living alone, senior citizens, handicapped or disabled people, and young children. • While a solid majority of American households (57%) currently have dogs, cats, or both pets in residence, virtually everyone-more than nine in ten-would like to have either or both of these animals as household members. • In 1995, Americans spent $5.5 billion on dog food and $3.8 billion on cat food. • In 1995, Americans spent more than $1 billion on dog treats compared with $281 million in 1981. • Americans spent $ 100 million on cat treats in 1995 compared with a nonexistent market just 15 years ago. • Approximately 1.1 million tons of by-products from the meat, poultry, and seafood processing industry are used in pet foods annually • Since 1979, the most popular feline in America, based on breed registration, has been the Persian cat. • In 1995, 44,735 Persian cats were registered with the Cat Fanciers Association (CFA). The Maine Coon was second with 4,332, and the Siamese cat was third with 3,025. • A total of 70,288 cats were registered with the CFA in 1995--down 21% from just five years earlier. • A total of 430 CFA cat shows were held in the world in 1995-369 of those shows were in the U.S. • In a survey of pet owners using pet-sitting services, results showed: -each client owns an average of 1.8 dogs or 2.9 cats. -59% of pet-sitting customers own dogs and 41 % own cats. -respondents used pet sitters to care for their pets on an average of 15 occasions per year.
JOHN, ROSALIE, MARIA, MARGARET, CHERYLEstimation of Dogs and Cats in NYC and Long Island(Including formula to estimate numbers in your reStephen Zawistowski, Ph.D., ASPCA Estimation of Dogs and Cats EST. EST.COUNTY POPULATION HOUSEHOLDS DOGS CATSBronx 1,200,000 461,538 246,462 276,000Kings 2,300,000 884,615 472,385 529,000New York 1,600,000 615,385 328,615 368,000Queens 2,000,000 769,231 410,769 460,000Richmond 400,000 153,846 82,154 92,000NEW YORK CITY 1,540,385 1,725,000Nassau 1,300,000 500,000 267,000 299,000Suffolk 1,400,000 538,462 287,538 322,000LONG ISLAND 554,538 621,000Assumptions for estimates:County Population from US Census dataHouseholds Based on US census estimate of 2.6 individuals/householdEstimate of dogs Based on AVMA estimate of .534 dog/householdEstmate of cats Based on AVMA estimate of .598 cat/household* To estimate the dog and cat populations in your area, first take the total population and divide itby 2.6 to get the value of the number of households; then multiply that number by .534 to obtainthe dog estimate in your region or .598 to obtain the cat estimate in your region.DEMOGRAPHICS
JOHN, ROSALIE, MARIA, MARGARET, CHERYLhttp://www.city-data.com/city/Topeka-Kansas.htmlPopulation in July 2009: 124,331. Population change since 2000: 1.6%Males: 59,697 (48.0%)Females: 64,634 (52.0%)Estimation: 124,331/2.6 = 47,819.62 47,819.62 * .598 = 28,596.13 cat lovers in TopekaTelevisionTopeka is the 133rd largest television media market in the United States (as ranked byNielsen), and has several television stations, as follows:Digital Digital Analog City of Callsign Network NotesChannel Subchannel Channel License 11.1 PBS 11.2 MHz Topeka, 11 - KTWU - WorldView Kansas 11.3 Create 13.1 44 CBS Topeka, 13 WIBW-TV - 13.2 - MyNetworkTV Kansas 27.1 - KSNT NBC Topeka, 27 - 27.2 43 KTMJ-CA FOX Kansas 49.1 ABC - 49.2 - Topeka, Local 49 - KTKA-TV Kansas Weather 49.3 CW -According to Arbitron, the following Kansas counties are part of Topekas DMA: Brown,Clay, Cloud, Coffey, Geary, Jackson, Jefferson, Lyon, Marshall, Morris, Nemaha, Osage,Pottawatomie, Riley, Shawnee, Wabaunsee, Washington,
JOHN, ROSALIE, MARIA, MARGARET, CHERYLTOPEKA, KANSAS CAT LINKSPERSIAN CAT BREEDERS IN KANSAShttp://persiankittenempire.com/Breeders/cat-breeders-in-Kansas.htmTHE CAT ASSOCIATION OF TOPEKA, KANSAShttp://www.topekacat.org/information.htmlAIRTIMES • Noon to 4 (soaps): $150-300
JOHN, ROSALIE, MARIA, MARGARET, CHERYL ScriptaLS OF HAPPY KITTEN EATING LOOK AT HER. SHE’S YOUR WORLD. YOU LOVEPURINA KITTEN CHOW HER WITH ALL YOUR HEART. YOU WANT WHAT’S BEST FOR HER SO YOU KEEP MAKING MEMORIES OF A LIFETIME. SO WHY SETTLE FOR BORING, GENERIC KITTEN FOOD? GIVE YOUR KITTEN WHAT SHE WANTS. GIVE HER WHAT SHE NEEDS. GIVE HER KITTEN CHOW!SPIN FX TO: WITH ITS ULTI-PRO ENHANCED PROTEINMS GRANDMA REACHING SYSTEM AND ADDED TAURINE, PURINA KITTENFOR GENERIC KITTEN FOOD, CHOW WILL SUPPORT YOUR KITTEN’S IMMUNESHAKING HER HEAD, THEN SYSTEM AND HELP PROPER MUSCLEREACHING FOR PURINA DEVELOPMENT. WHY WAIT? NURTURE HER RIGHT FROM THE START!LS GRANDSON TALKING TO GRANDSON: GRANDMA! WHAT ARE THEYGRANDMA WITH PURINA SAYING?!KITTEN CHOW BAG IN HERHAND PURINA KITTEN CHOW! NUTURE HER HEALTHY HEART, START RIGHT NOW! X2WS MEN IN TUXEDOS AT THEBARBERSHOP SINGING THEPURINA KITTEN CHOWJINGLELS KITTEN DANCING TO THESINGING TUXEDO MEN SHOW YOUR KITTEN JUST HOW MUCH YOU LOVE AND CARE FOR HER TODAY. BUY PURINA KITTEN CHOW, NOW IN BITE-SIZED THAT KITTENS LOVE!LS GRANDSON ANDGRANDMA BEWILDERED BYTHE DANCING CAT