We were tasked with creating a comprehensive advertising campaign strategy for the snack brand Nature Valley. After in-depth research into the brand and the competitive landscape, we developed creative executions, as well as strategic placements for our advertisements.

3. Strengths:
• #1 in market share
• Strong brand awareness
• Wide variety of products
Weaknesses:
• Has minimal advertising
efforts
• Does not have a strong
conviction
• Low awareness of products
Opportunities:
• Increase conviction rate
• Increase retention rate
• Build more advertising
Threats:
• Heavy competition in
market
• Negative image due to
pending lawsuit
• Competitors have strong
advertising

22. $3,553,329
$2,767,913
$4,350,000
$675,000
$600,000
Media Dollars
Print
Internet
Television
Radio
Production Costs
30%
23%
36%
6%
5%
Media Percentages
Print
Internet
Television
Radio
Production Costs

24. Evaluation
Month Comprehension Conviction Sales
March 5% 4% 0.6%
April 3% 2% 0.3%
May 11% 10% 1.5%
June 9% 7% 1.0%
July 8% 7% 0.9%
August 9% 7% 1.0%
September 3% 3% 0.3%
October 11% 9% 1.4%
November 3% 3% 0.4%
December 2% 2% 0.3%
January 2% 2% 0.3%
Februrary 4% 4% 0.5%
Totals: 70% 60% 8%