As a student at the University of Houston, I developed a fully-integrated media plan for Dr Pepper with a focus on both a national target, as well as a local target. This plan, as well as the presentation was awarded first place in a a media plan competition at the University.

1. Dr Pepper
Media Plan
Lookout! Advertising
Scott Gilbert
April 21st, 2011
1

2. Table of Contents
SWOT..................................................................................................................................03
Objectives.............................................................................................................................04
National:
Geography............................................................................................................................05
Seasonality............................................................................................................................05
Target...................................................................................................................................06
Advertising Strategy...............................................................................................................07
Media Vehicles
! Traditional............................................................................................................07-09
! Non- Traditional........................................................................................................09
! Digital....................................................................................................................10-11
! Added Value and Earned..........................................................................................11-12
Flowchart
Houston:
Geography.............................................................................................................................14
Seasonality.............................................................................................................................14
Target....................................................................................................................................15
Advertising Strategy................................................................................................................16
Media Vehicles
! Traditional.................................................................................................................16
! Non- Traditional.........................................................................................................17
! Guerilla.....................................................................................................................18
! Earned.......................................................................................................................18
! Owned.......................................................................................................................19
Flowchart
Budget...................................................................................................................................21
References.............................................................................................................................22
2

3. SWOT
Strengths
•Strong portfolio of leading, consumer-preferred brands
•Dr Pepper has a strong, integrated business model
•Strong customer relations
•Strong operating margins
Weaknesses
•Strong dependence on a small number of large retailers
•Dependence on third-party bottling and distribution
•Current levels of debt
•Strong operating margins
Opportunities
•Growing Hispanic market
•Restaurant distribution
•Sports team sponsorships
Threats
•Government - Taxes and Laws
•Competition: Pepsi and Coca-Cola
•Emphasis on healthier lifestyles
•Raw material shortages and cost increases.
3

4. Objectives
Marketing Objectives
Increase Dr Pepper sales by 5% the first year, and 8% within two years
Advertising Objectives
Increase top-of-mind awareness of Dr Pepper by 10%
Media Objectives and Strategies
Objectives Strategies
•To reach 90% of our target audience with •By using a mix of traditional, non-traditional,
an average frequency of 36 annually (85% and digital media
reach and frequency of 4 monthly)
•To provide continuous support with •By scheduling traditional media broadcast
emphasis leading into peak selling season emphasis leading into peak selling season
•To provide national support with emphasis •By using traditional media for national
in top 5 opportunity markets support
•By using local media, promotions, and guerilla
to support the top 5 opportunity markets
•To make Dr Pepper part of the consumer •By using Facebook, Twitter, and a YouTube
conversation brand channel .
4

5. National Geography
Our plan will have extra support in 5 DMAs
DMA BDI CDI BOI
New York 94 180 201
Chicago 106 151 142
Boston 94 151 161
Philadelphia 82 113 138
Denver 118 151 128
National Seasonality
The campaign will run from January 2012 - December 2012
Introductory Period:
January - February
Emphasis Period
June - August
5

6. National Target
The Fanatics: Males, 18-34
Male sports fans have a 120+ index for consumption of soft drinks. This
target will represent 30.5 million people in the United States.
Meet Sebastian
Sebastian is a 33-year-old insurance
executive in Chicago, IL. He works
hard, but he loves his sports. On
weekends you can find Sebastian
planted on his couch while catching
up on SportsCenter. He also is a
season ticket holder with the Bears,
Cubs, Fire, and Blackhawks.
6

7. National Advertising Strategy
Objectives
Our objective is to increase sales by 5% during the first year of the campaign. We want
to increase the top-of-mind awareness of Dr Pepper 10% by reaching 90% of the target
during the campaign.
Media Strategy
The campaign will run from January 2012 - December 2012. Lookout! Advertising has
selected a blend of traditional, non-traditional, and digital media as well as
sponsorships, product placements, and social media in order to effectively reach the
target.
Traditional
BCS Sponsorship ($900,000)
Based on the 2011 rating of the Bowl Championships Series
National Championship game of 17.8, and the fact that
among men 18-34 the 2011 game was rated higher than 11 or
the 12 games from 1999-2010, we have arranged an
integrated sponsorship with :30s commercials
This sponsorship will yield 45,000,000 impressions.
7

8. Super Bowl ($3,000,000)
Based on the fact the 2011 Super Bowl had an audience of
111,000,000, the most watched program ever, we have
purchased a :30s spot in this upcoming year’s Super Bowl.
This commercial will yield 80,000,000 impressions.
Network Television ($15,293,000)
Because the target audience watches between 20 and 30 hours
of television a month, we have identified 5 major networks that
reach our target. Our :30s spots will be featured on: ABC,
CBS, FOX, NBC, and CW. These spots will air during late-
fringe and prime-time shows such as: Castle, The Office, How I
Met Your Mother, Family Guy, House, and Supernatural.
These will run during the course of the entire campaign.
This will yield 500,000,000 impressions.
Cable Television ($12,000,000)
We have identified 4 major cable networks that reach our target.
Our :30s spots will be featured on: ESPN, FX, Spike, and CBS
College Sports Network. These spots will air during high rated
sporting events and sports news programming such as
SportsCenter.
This will yield 350,000,000 impressions.
8

9. Print - Magazines ($6,929,000)
We have selected five magazines in three different categories that
have 120+ indices with our target. We will run 4-color full-page
ads during key emphasis months during the campaign. The
magazines we selected are:
Sports: Sports Illustrated and ESPN The Magazine
Computer and Gaming: Game Informer
Men’s Interest: Maxim and GQ
This will yield 131,433,280 impressions.
Non-Traditional
Transit ($2,100,000)
Because in our opportunity DMAs, a high percentage of commuters use
public transportation (as high as 54.7% in New York City), we will be
placing glass showcases at each subway station and selected bus stops.
This will yield 13,757,000 impressions.
Arena Digital Displays ($3,500,000)
Because Sports Fanatics are 3 times more likely to attend a sporting event
compared to the average consumer, we are placing 9‘x15’ full-color,
motion-sensitive, backlit displays in 6 sporting arenas. These displays will
grasp attention from those passing by. They will feature a talking Dr
Pepper bottle that will engage consumers.
This will yield 16,000,000 impressions.
9

10. Digital
Madden 2012 In-Game Sponsorship
($2,000,000)
Because our target has an index over 200 for playing video games,
we will be sponsoring the “Red Zone” in the upcoming Madden
game. Each time a team is within 20 yards of the endzone, the Dr
Pepper sponsored red zone will be displayed. Ad recall is 2 times
greater in video games, in addition to being 3 times “less
annoying” according to studies. Additionally, Madden 2011 sold
over 5 million copies.
! ! ! ! This will yield 7,500,000 impressions.
Search Engine Marketing ($2,000,000)
40+% of our target utilizes a search engine at least once a month.
Using specific keywords that relate to our campaign will drive the
target to the Dr Pepper website. We will be purchasing the
keywords: Soccer, Football, Dark Knight Rises, Superman,
Man of Steel, Bowl Championship Series, and Super Bowl.
These will be purchased in correlation with each event or
season. These keywords will be purchased on Google, Yahoo!,
and Bing.
This will yield 390,000,000 impressions.
10

11. Streaming Video ($1,000,000)
74% of our target utilizes streaming video on a weekly basis.
Because of this, we will feature :15s pre-roll advertisements on
HULU and YouTube.
This will yield 1,100,000,000 impressions.
Added Value
Banner Ads (Free)
We will place banner ads on the websites of
purchased media such as the BCS championships series, television networks, and magazines. This
will increase our reach by 10%. These will be added free as bonus weight.
This will yield an additional 2,342,170 impressions.
Earned
Super Bowl Contest (20,000)
During the commercials during the BCS Championship Game, Dr
Pepper will announce a new contest. For the following two weeks, Dr
Pepper will be selling soft drinks with special labels. Under one of these
labels will contain a football. 5 lucky consumers who find the labels will
win pairs of tickets to the Super Bowl on February 5th. We expect a 90%
reach and frequency of 3. This will generate buzz among our target and
create a positive association with the brand leading into the Super Bowl.
This will yield 82,342,000 impressions.
11

12. The Dark Knight Rises (2,500,000)
Dr Pepper will sponsor the premier of The Dark Knight Rises in June
2012. The Dark Knight series has attracted the target audience extremely
well in the past. Dr Pepper will also receive a product placement in the
upcoming film. This will generate buzz leading into the hot summer
months and increase top-of-mind awareness for Dr Pepper. We expect a
75% reach with a frequency of 3.
This will yield 68,618,000 impressions.
Social Media Involvement ($50,000)
Dr Pepper will use Twitter, Facebook, and Flickr to communicate with the
target audience, announce promotions, and release “push” coupons and
discounts. This will make Dr Pepper part of the consumer
conversation.
This will yield 81,148,000 impressions.
12

13. 13

14. Local Geography
Harris County Population: 4,029,000
City of Houston Population: 2,090,000
National Seasonality
The campaign will run from January 2012 - December 2012
Introductory Period:
January - February
Emphasis Period
April - September
14

15. Local Target
Hispanic Males, 18-24
Hispanic males in Houston have a 120+ index for consumption of soft
drinks. This target will represent 178,000 people in the city of
Houston.
Meet Chris
Chris is a 19-year-old Hispanic college
student at the University of Houston. He
takes his studies very seriously, however he
makes it a point to never miss seeing his
Coogs play. He also goes to as many Texans
and Dynamo games he can find the time
for.
15

16. Houston Advertising Strategy
Media Strategy
By using a blend of non-traditional, owned, and guerilla media, we will increase our
access to our target audience of Hispanic makes, 18-24. In addition to this extra
emphasis in Houston, our national campaign will act as an umbrella, also reaching the
Greater Houston market.
Traditional
Radio ($625,000)
We have selected a mix of Hispanic and Non-Hispanic radio stations that we feel will reach our
target. Our target tends to listen more to the AC and CHR formats, as well as Hispanic radio.
Because of this, we have selected 99.1 KODA (Sunny), 104.1 KRBE, 95.7 KHJZ (Hot 95.7) for our
AC and CHR formats. In addition, we have designated 104.9 KAMA and 102.9 KLTN for our
Hispanic emphasis. We will be running :15s ads during the drivetime daypart on weekdays.
16

17. Non-Traditional
Outdoor ($728,000)
Lookout! Advertising has selected 5 DMAs we
feel have tremendous growth opportunity.
These markets are: New York City, Chicago,
Boston, Philadelphia, and Denver. In most of
these cities, the average daily commute is
about 1.5 hours. We will place 50 showings of
14‘x48’ outdoor boards in each of these
markets.
This will yield 26,318,000 impressions.
Cinema ($500,000)
Because cinema recall is three times greater than
television, Lookout! Advertising will be placing
cinema advertising in all Edwards and AMC
theaters in the Greater Houston Area. These ads
will be featured in the previews of popular action
and comedy movies.
This will yield 5,000,000 impressions.
17

18. Guerilla
Kiss-Cam ($5,000)
Lookout! Advertising will hire a paid actor to passionately kiss a Dr Pepper bottle during the “Kiss-
Cam” moment of five Rockets home games at the
Toyota Center. This will be added as bonus weight
from the current partnership Dr Pepper Snapple
Group has with the Rockets. The “Kiss-Cam” is
attention-grabbing and this will promote the bold
and daring brand personality to help differentiate it
from other brands and increase top-of-mind
awareness.
This will yield 350,000 impressions.
Earned
Sponsorship of Free Concert ($1,000,000)
Because Dr Pepper has a partnership with the musical artist Pitbull, we will set up a free back-to-
school concert at Discovery Green. Pitbull scores very high with our
target’s interest, and sponsoring this will bring positive association
to the Dr Pepper brand, as well as increase top-of-mind-awareness.
This concert will be publicized using Facebook and other brand-
owned channels.
! ! ! This will yield 50,000 impressions.
18

19. Owned
Point of Sale Displays ($350,000)
Because recency and point-of-sale can be the most persuasive when
selling a packaged good, Lookout! Advertising will place creative
in-store displays of Dr Pepper products at all H.E.B. stores in the
Greater Houston Area. These displays will also contain coupons to
encourage shoppers to make the purchase now. We calculated this
at a rate of $5,000 per month, per store.
This will yield 1,200,000 impressions, and additionally will
increase top-of-mind awareness of Dr Pepper.
19

20. 20

21. Budget
$60 Million Total Budget
Contingency
Agency Fee
$&)#
Local
'&!# )&!# Network Television
Earned
*&'#
!"#
Digital
)&!#
(&!#
Out-of-Home
"$#
%%&'#
Magazines Cable Television
We’ve optimized the $60 million dollar budget to accomplish our objectives. Because we
consider ourselves a partner with Dr Pepper, we propose that the compensation be fee, rather
than commission based. This will return an additional $4 million back to the budget. We have
also included a $500,000 contingency fund to support the campaign.
21

22. References
"2011 Facebook demographics and statistics” iStrategyLabs 03 Jan. 2011: n. pag. Web. 18 Apr 2011.
<http://www.istrategylabs.com/2011/01/2011-facebook-demographics-and-statistics-
including-federal-employees-and-gays-in-the-military/>.
"2011 Rate Card." ESPN Media kit - Index. ESPN, n.d. Web. 14 Apr 2011. <http://
www.espncms.com/index.aspx?id=173>.
" 2011 Rate Card." Maxim Print Media Kit . Maxim, n.d. Web. 14 Apr 2011. <http://
www.maximmediakit.com/print/specs/>.
Bauder, David. "Super Bowl 2011 is most watched program EVER." Huff Post Media 11 Feb. 2011:
n. pag. Web. 16 Apr 2011. <http://www.huffingtonpost.com/2011/02/07/super-
bowl-2011-ratings-s_n_819559.html>.
"BCS National Championship: Cable's Biggest Audience." Sports Media News (2011): n. pag. Web.
17 Apr 2011. <http://sportsmedianews.com/01/bcs-national-championship-cables-
biggest-audience/>.
Dr Pepper: Sports Strategies. Sports Strategies, Inc. , n.d. Web. 20 Apr 2011. <http://sports-
strategies.com/?p=92>.
"GQ 2011 General Rates." Media kit. Conde Nast, n.d. Web. 14 Apr 2011. <http://
www.condenastmediakit.com/gq/genrates.cfm>.
"Hulu.com- Quantcast Audience Profile." Quantcast. N.p, n.d Web. 14 Apr 2011. <http://
www.quantcast.com/hulu.com#demo>.
"Infographic: Facebook vs Twitter Demographics." Digital Buzz Blog 21 Dec. 2010: n. pag. Web. 18
Apr 2011. <http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-
demographics-2010-2011/>.
"Media Planning Guide." Clear Channel Outdoor, n.d. Web. 14 Apr 2011. <http://
www.clearchanneloutdoor.com/resources/sales-and-marketing/media-planning-guide/
>.
"Print Ad Specifications." GameInformer Advertising. Game Informer, n.d. Web. 20 Apr 2011.
<http://www.gameinformer.com:80/p/printadspecs.aspx>.
"Print Specs 2011 Rate Card." Sports Illustrated Media Kit for advertisers. Sports Illustrated, n.d.
Web. 14 Apr 2011. <http://www.simediakit.com/property-single.xhtml?
property_id=34&propnav=ratecard>.
"Rockets and Dr Pepper Snapple Group Agree to a Multi-Year Partnership." Westside Story 09
Nov. 2010: n. pag. Web. 19 Apr 2011. <http://www.thewestsidestory.net/article/Sports/
Basketball/
Rockets_and_Dr_Pepper_Snapple_Group_Agree_to_a_MultiYear_Partnership/
21224>.
Sports Illustrated Facts. CNN Sports Illustrated, n.d. Web. 18 Apr 2011. <http://
sportsillustrated.cnn.com/thenetwork/tour/sifacts/>.
"Youtube.com - Quantcast Audience Profile." Quantcast. N.p., n.d. Web. 14 Apr 2011. <http://
www.quantcast.com/youtube.com#demo>.
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