The Purina Pet Gear Train Me ad campaign aims to: 1) Increase awareness of Purina's new training-oriented pet products through radio, magazine, internet, and event advertising. 2) Spread availability of the products to more specialty pet stores across the US. 3) Hit a sales target of 1 million units by the end of the year through promoting the products, building customer loyalty programs, and slotting allowances for retailers.

1. Ad Campaign
Purina Pet Gear Train Me
Brittany Keebler and Olivia Cavataio

2. Description of the
Slogan/Theme/ Product
• Slogan - Live. Love. Play
• Theme - Uses bright colors similar to those for kids
• Product - Training Oriented
• Puppy Pads
• Chew Deterrent
• Scoop Bags
• House Training Aid
• Potty Training Kit

3. Description of the Client
• Purina is under the Nestle Corporation
• Sponsor of the Incredible Dogs Competition
• Owns Purina Farms
• Located in St. Louis
• Recently introduced Pet Gear, formerly focused more
on pet food

4. Objectives of the Campaign
• Increased Product Awareness - through advertising
• Spread to Specialty Pet Stores - locally and chains like
PetSmart and PetCo
• Increase Product Sales - to 1 million by the year end

5. Identification of Target Markets
Primary
Geographics Psychographics
Demographics
Age: 25-32 Sunset Hills willing to treat pet as a kid
Income Level: $45,000 to willing to spend larger
Webster Groves
$60,000 amounts on pet care
wanting children in the
Marital Status: Married
Chesterfield future or wanting to start
Couple
with a pet as their “child”

6. Identification of Target Markets
Secondary
Geographics Psychographics
Demographics
Age: 65-75 Sunset Hills interested in staying active
Income Level: Retirement
Webster Groves family oriented
Funds
someone who had pets
Marital Status: Single/
Chesterfield growing up/ while their
Widowed
children grew up

7. Radio Advertisement

8. Internet Media and Print Advertisement

9. Specialty Advertisement and
iPhone App

10. Budget
Advertisement Description Unit Cost # of Units Total Cost
107.7 Class AA, 1min. 4 days a week $1,000 32 $32,000
98.1 Class AA, 1min. 4 days a week $1,000 32 $32,000
106.5 Class AA, 1min. 4 days a week $1,000 32 $32,000
Radio Advertisement Production Cost $100 1 $100
Dog Fancy 1 Pg. Ad Per Issue $26,460 12 $317,520
Modern Dog 1 Pg. Ad Per Issue $26,460 4 $105,840
Bark 1 pg. Ad Per Issue $26,460 6 $158,760
PetCo Aggressive Campaign $1,400 1 $1,400
PetSmart Aggressive Campaign $1,400 1 $1,400
Magazine Sites Aggressive Campaign $1,400 1 $1,400
Direct Mail Evite to “Dog Days” Event $13,000 1 $13,000
Direct Mail Obtaining 4 sets of 1,000 addresses $490 4 $1,960
Direct Mail Mailing Costs $0.44 4,000 $1,760
Specialty Media Custom Dog Clickers $1.60 8,000 $12,800
Dog Days Event Activities at Purina Farms $10,000 3 $30,000
TOTAL $741,940

11. Schedule of Advertising Planned
Advertising Jan Feb Mar Apr May Jun
Magazine Ad * * * *
Dog Days Event *
Radio Broadcasting * * *
on Local Stations
Internet Advertising * * * *

12. Schedule of Sales Promotions
Sales Promotion Jan Feb Mar Apr May Jun
Slotting Allowance * * *
Weekly * *
Advertisement
Customer Loyalty * * * * * *
Programs
Rebate Program * * * * * *
(DryStep Challenge)

13. Benefits to the Client
• Expansion to more Pet Stores/Retailers
• Increased Product Awareness
• Increase Revenue
• Customer Relationships