This document presents a marketing proposal for the National Frozen Pizza Institute to increase awareness, raise the image, and promote the benefits of frozen pizza in order to increase sales. It considers several advertising strategies such as print ads in in-flight magazines, radio ads in major cities, coupon promotions, and billboard advertising, but finds that many of these options are too expensive given the budget. The proposal seeks an advertising approach that can stretch the budget as far as possible to promote frozen pizza.

1. Frozen Pizza – Stretching your
Ad Dough as far as it will go!
A broad base marketing proposal
for our category
Presented to the
National Frozen Pizza Institute
September 5, 2007

2. Goals of our promotion
Increase awareness of frozen pizza
Raise the image of frozen pizza
Promote the benefits of frozen pizza
– Balanced food groups
– Convenience
Increase sales for frozen pizza brands
and drive customers to retailers

3. Ad Strategies Considered
Print
1. In-flight Magazines
American Way – American Airlines
Spirit – Southwest Airlines
- Four color print ads in these publications are too expensive.
Radio
- Top DMAs – too expensive. Can easily spend the entire budget on
one month of radio in one city.
FSI
1. DVD Rebate coupon – buy frozen pizza, receive $ off DVD
purchase of upcoming film
- Too expensive