A theoretical media plan for organic baby food and applesauce company 'Once Upon a Farm'. Note: This paper was created for educational practice and purpose.

1. Samuel Heavens 05/04/2018
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The Once Upon A Farm Brand and Millennial Parents
Introduction
Target’s Psychographic Summary
- Believeseatingorganicmakesthemabetterparent.
- The healthbenefitsfrombabyfoodishighlyimportanttothem.
- Online shoppingeffectsthe likelihoodof whethertheywillbuyorganicproductor not.
- Uses online reviewstomake informedchoices.
- Qualityandprice are bothimportantto the audience –highquality,reasonableprice.
Target’s Demographic Summary
- Gender:Male/Female
- Marital/FamilyStatus:68%Married
- Age Range:25-34
- HH Income:$50,000
Target’s GeographicLocation
- San Francisco,California,USA.
Thismediaplanistailoredtorecommendmediavehiclesto myclient,an organicbaby foodand
applesauce producer,Once UponaFarm. The organicfoodindustry hasseena sharprise in sales
overrecentyears withlarge companiesbuyingsmallercompaniesinordertoremaintheirmarket
dominance.Itisnotable thatconsumersare lookingformore nutritious,healthierbabyfoodthanin
previousyearsandsuchaspectsinfluence theirbuyingchoice. Thismediaplanisaimedat
advertisingmyclient’sorganicbabyfoodproduct line. Once Upona Farm offers speciallysegmented
babyfood pouchesofferingvariousnutritional benefitscateredforthe specificage of the child.
These pouchesrange fromchildren aged5+ monthsto childrenaged18+ months. Once Upon a Farm
offersindividualorgroupeddealsonit’sbabyfoodwhichthe consumercan choose andselecta
range of flavoursfromwhichcanbe shippedanddeliveredtotheirdoor. The mediavehicle
recommendationsthatare mentionedinclude;M.Magazine – a regionallydistributedmagazine
focusingonparentingadvice inthe SanFranciscoarea, SunsetMagazine – regionallydistributedin
San Franciscofocusingonthe luxerylifestyle ithastoofferas well aslifestyleandhome advice
sharingthe desireddemographic,geographicandpsychographictraitsof myclient’starget
consumer,ModernFamily –a show revolvedaroundfamilywithamiddle classcast(promotinga
similarstandardof lifestyle thatthe targetaudience maybe usedto),Parenthood –nolongerairing
but a showregardingfamilyandfamilylife setinBerkeleyCaliforniaandfinallyvariousGoogleSERP

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ads. In total,I shall be recommendingthatthe clientadvertisesandrunstheircampaignacrossthree
mediaplatforms;magazine,televisionandGoogle (online).
Media Buy Overview
Media Vehicle Total Cost CPM
Magazines
M Magazine $ 17,094 $ 45.58
Sunset $ 84,009 $ 94.60
Magazine Totals/Avg $ 101,103 $ 70.09
Television
Parenthood $ 36,636 $ 49.08
ModernFamily $ 106,244 $ 49.08
TV Totals/Avg $ 142,880 $ 49.08
Google Search
Google Totals/Avg $ 31,002 $ 2,666
TOTAL/AVG $ 274,985 $ 59.59
Organic Food Industry
The global babyfoodmarketcouldreach as much as $76 billionby2012 (Loizos.C:2017). Evidently,
the baby foodmarketisboomingandshowsthat itis a lucrative businessforcompaniestotapinto.
Thisis due to the organicsector experiencingespeciallystronggrowth,withsalesjumping26
percentbetween2013 and2015 comparedwithnon-organicbabyproducts,whichsank6percent
(Loizos.C:2017). Of course,witha lucrative marketcomescompetitionasaspate of new startupsis
nowaggressivelycompetingfortheirpint-size endusers(Loizos.C:2017). Businesseshave now
adoptednewtechniquestoimprove theirpreparedbabyfoodsnamelysellingfoodpouches,making
more attractive packaging,andlistingthe specificpercentage of eachingredientinitsproducts
(Loizos.C:2017).
Whilstexterioraestheticsand user-friendly packagingcanhelpaidsalesof organicbabyfood,it was
recordedbya Nielsensurveythatfully70 percent…switchedbrands,oftenforhealthreasons
(Loizos.C:2017). This demonstratesthatthe targetmarketfororganic babyfood israther health
consciousandthat havingrepeatconsumersreinvestonbusinesses andtheirproducts maybe tricky
to achieve.
In recentyears,there hasbeencompetitionformarketdominance andremovingcompetitionfrom
the organic babyfoodmarket.Notably,in2013 Danone SA signeda deal fora 92 percentstake in
organicbaby-and-toddlerfoodcompany,HappyFamily(Loizos.C:2017). Evidence suggeststhat

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largercompaniesseektoowna monopolyinthe marketby targetingsmallercompanies inhopesto
become majority stake holders.PlumOranics…isownedbyCambell SoupCo…theiraim, of course:to
sniff outinterestingstartups(Loizos.C:2017).
Once UponA Farm Company Profile
Purpose,Missionand History
Purpose:Referringtothe Once Upon a Farm webpage,itstatesthatit setout to make ‘…cold-
pressed,organicbabyfoodandapplesaucesthatparentswouldpreferoverthe highly-processed,
shelf-stablealternatives.’ (Once UponaFarm, 2015). The aimis to provide ahealthy,uniquely
nutritionallybeneficialalternativeto‘shelf-stable babyfoodproducts’.
MissionHistory: Once Upona Farm aimed‘tonurture our children,eachother,andthe earth to
pass alonga healthierandhappierworldforthe nextgeneration’(Once UponaFarm, 2015).
Furthermore,the companyaimstobe a leadingorganicfamilyfoodcompanythatwillfightforand
supporteffortstodrive positive socialchange andfoodjustice forthe benefitof parents,kidsand
families (OnceUpona Farm,2015).
Differences:Once Upona Farm useshigh-pressure processingtechnology(HPP) insteadof thermal
pasteurization,whichshelf-stable babyfoodproductsuse (Monaco,E:2018). Essentially,byusing
the formerof the twomethods,‘…essential vitamins,nutrients,andhealthybacteriathatare critical
for babies…’aren’tkilledinthe processof makingthe product(Monaco,E: 2018). The processis
praisedforit’shealthbenefitsandnutritional contentas, HPPmakesforbetterflavorsanda lower
sugar content:seeingasthe productsare not heatedtohightemperatures,the natural sugars
presentinthe fruitsandvegetablesare notcondensed(Monaco,E:2018). Once Upon a Farm also
usesfresh,whole ingredientspickedinseasonfromourpartnerfarms,ColdPressure Protected,
refrigeratedanddeliveredfreshfromfarmto highchair™ (Once UponaFarm, 2015).
Notonlythis butEach recipe hasbeenformulated,tested,andapprovedbymoms,expertinfant
nutritionistJill Castle,and board-certifiedpaediatrician,Dr.LauraJana (Once Upona Farm, 2015).
InterestingDetails:Once Upon a Farm has the followingspecialiststo advise themontheir
nutritional value of theirproducts:Dr.Laura Jana, pediatricadvisor,Dr.RandyWorobo,foodsafety
adviser,andDr. Jill Castle,childhoodnutritionexpert(Monaco,E:2018). Furthermore,the company
usesmaterialsthatare both eco-friendlyandthatalsopreserve the safety,integrityandqualityof
our productswhenpackagingtheirproducts.Forexample,using100% recyclable (45% curbside with
cap and spoutand 55% specialtywiththe restof the pouch) (Once Upona Farm, 2015). To further
aidtheirreductionof theircarbonfootprint, Once Upona Farm deliverstheirorders withother

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productsin orderto reduce the amountof haulage trips whendeliveringtheirgoods(Once Upona
Farm, 2015).
Once Upon a Farm has alsopartneredwithTerraCycle,aNew Jersey-basedcompanythatupcycles
the pouchesintonewproducts (Monaco,E: 2018). This,again,helpsthe companytoreduce it’s
carbon footprintandhelpstopromote itsmessage of sustainabilitybyhelpingtorepurpose their
packagingafterit’sbeenusedbytheirconsumers. Inaddition,everyproductthatthe company
producesisCertifiedOrganicandKosher,Non-GMOProjectVerified,andCold-Pressured (Once
Upon a Farm, 2015).
Baby foodProducts
The baby foodproductrange onthe Once Upon a Farm Website issplitupinto 4 stages.Stage 1 is
for ‘Single FruitsorVeggiesfor5+ months’(Once Upona Farm, 2015). Stage two isfor childrenthat
are 7+ monthsoldwhichare ‘Simple Combinationsof Fruits&PVeggiesBlendedwithHealthyFats
for 7+ months’(Once Upona Farm, 2015). Furthermore,the companyhasa productrange for9+
montholdchildreninit’sStage 3. These productsoffer‘texturedblendswithHeartyIngredientsand
HealthyFatsto Promote Oral and Motor Developmentfor9+ months’(Once Upona Farm, 2015).
Lastly, the companyhas it’s18+ monthsin it’sStage 4 sectionfor‘HealthyandHeartyTreatsfor
TOTS’ (Once Upona Farm,2015). In total the companyhas 16 differentproductsacrossthe 4 stages.
ConsumerscanSubscribe tothe website costing$2.49/Pouch+ Free Shippingwhentheyordera24-
pack subscription.Alternatively,consumerscanindividually purchase pouchesfor$2.99 equatingto
$23.92 (as orderscome in
packs of 8) withan
additional shippingcharge.
Consumerscanviewa
descriptionof the product,
the nutritional breakdown,
ingredientbreakdownand
a graphic of where the
produce comesfrom(see
right) (Once Upona Farm,
2015).
Once Upon a Farm’s baby
foodismore expensive

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than otherbrandavailable innational retailers.Forexample,the price of ‘PlumOrganicsBabyFood’
soldand shippedbyWalmartis$1.18 fora 4.0 OZpacket.Alternatively,abox of 4 pouchescan be
boughtfor $4.96 (Walmart[Online]).If we were tocompare the 8 packs of babyfoodfor $23.92
fromOnce Upon a Farm to 8 pouchesfromWalmart(4.96*2) for$9.92, it isclearthat productsfrom
Once Upon a Farm are higherpricedandthuswill meanthattargetingconsumerswithahigher
medianincome wouldbe wiserastheywouldbe more likelytobe able tospendmore on babyfood.
How ConsumersBuy Company’sProducts
The target audiences,livinginthe greaterSanFrancisco, can purchase Once Upon a Farm products
instore fromBerkeleyBowlWest which sells10 of the listedproducts:Magic VelvetMango(5+), The
Fairestof Pears(5+), OhMyMegaVeggie!(7+),Mama Bear Blueberry(7+),GreenKale &Apples(7+),
WildRumpusAvocado(7+),Just RightOats(9+), Sun-ShinyStrawberryPatch(9+),Gold-yMango and
the 3 Coconuts(9+) and Banana-BerryCacaoFairy(18+) (Once Upona Farm, 2015). Notablyonthe
BerkeleyBowl West website,consumerscannotorderandgetgroceriesdelivered(BerkeleyBowl
West[Online] ).Alternatively, consumerscanorderonline fromthe Once Upona Farm website.
Target Audience:Millennial ParentsinSan Francisco
Psychographic Elementsof Millennial Parents
Millennialsare bigbuyersof organic,andthat becomingaparentwill onlydeepenthe strongaffinity
for organicsharedby thispowerful generation(McNeil,M:2017). Withparentsin the 18-35-year-old
age range – [being] the biggestgroupof organicbuyersinAmerica (McNeil,M:2017), understanding
whatmotivatesthem,intermsof purchasingorganicfood,iscritical to beingable totargetthem
effectively.
Accordingto the OrganicTrade Association,consumershave astrongbelief thatselectingorganicfor
theirfamilymakesthemabetterparent(McNeil,M:2017). As a result,these consumersare
constantlytryingtofindnutritiousfoodchoicesforthemselvesandtheirfamily.Furthermore,these
consumerswouldbe more activelyengagedastheyare searchingforproductsthat aidtheirdietary
goals– organicproduce of course fallsunderthiscategory.
Today’s organicbuyerswithchildrenare alreadypassingtheirorganichabitsontothe next
generation,andsowill the Millennialparents-to-be (McNeil,M:2017). With thisinmind,children
will be raisedtofollowamore organicdietand sowill influence theirchoicesregardingfood
selectioninlaterlife.Thistherefore shapestheirbuyinghabitsasadults(McNeil,M:2017) but
conditioningthemtomake critical choicesaboutthe foodtheyeat,where itcomesfromandhow it
ismade. Additionally,Babyfoodisrankedasthe top categoryforwhichrespondents[of asurvey

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conductedbythe OTA] saidthat buyingorganicisextremelyimportant(McNeil,M:2017). This
showsthat the Millennialparentwouldbe highlyinterestedinthe Once Upona Farm brandas they
resonate withthe organic,nutritional andhealthytraitsof theirbabyfoodproducts.Additionally,
the fact that the Millennial parentvaluesbuyingorganicbabyfoodabove the ‘fruitsandvegetables
category’ onlystrengthensthe targetmarketappeal (McNeil,M:2017).
Withstatisticssurroundingorganicfoodonlineshoppingshowingspositive signsfororganic
consumption,suchas20% of people surveyedbythe OTA likedthe qualityof organicproduce
purchasedonline…and10% reportedanincrease inorganicpurchasesbecause of online shopping,
thisshowsa positive relationshipbetween Millennial engagementwithonline shoppingandthe
influenceithaswhenconsideringorganicproduce (McNeil,M:2017).
AnotherreasonwhyOnce Upon a Farm isideal forthe Millennial parentisbecause itoffers
subscription-baseddeliveriesforamonthlymeal kit.Thisiskeyas Millennial parentsare muchmore
likelytopurchase oruse online meal kitsthanolderparents(McNeil,M:2017). As a result,Once
Upon a Farm is likelytosee more online trafficfrom Millennial parents whichwouldmake thema
betteraudience totarget.
Before theywere parents,theirbuyingdecisionswere 57% onquality.Afterparenthood,theybuy
justover50% on quality (Fromm, J:2013).Millennial parentsare fairlysplitinregardstoqualityand
price whichmeansorganicproduce shouldbe pricedsensiblyasitisequallyasimportantasthe
qualityof the babyfoodthat is beingadvertised.
Keepingarange of products,flavoursandtastesis importantas 87% of youngerMillennialparents
(18-24) and 84% of olderMillennialparents(25-34) believe it’simportanttoexpose childrentoa
varietyof foodssotheydo not developallergies (D’Adamo,A:2017).Thisshowsthat preventing
future allergiesandhelpingtheirchildrengrow healthilyis,again,highlyimportantandsuggeststhat
if a companycan provide avarietyof products/foodsthenthatwouldcaptivate alarge percentage
of Millennial parentsforthisreason.
Demographic ElementsofMillennial Parents
Amongthe olderhalf of millennials,those betweenages25-34,there are now 10.8 million
householdswithchildren (Fromm, J:2013). Inorder to be able to targetmillennial parents,
understandingthe demographicaspectsof the targetaudience iscrucial tomaximise engagement
fromadvertisements. The “MillennialsasNew Parents”studywasconducted tohelpanalyse
demographicfactorsof the millennial parent.Thisstudyused10,800,000 millennialswithchildren
alongwitha one-to-one surveyof 1,000 Americanadultswithinthe age range of 25-34 whohave

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childrenlivingwiththem (Fromm, J:2013). Withinthe US,there are 10.8 millionhouseholdswith
adultsages25-34 that have children (Fromm, J:2013). The portionof parentsmarriedfrom
10.8millionsample was68% (Fromm, J:2013). The age range usedfor thissurveyrepresentsthe
‘olderhalf of millennials’betweenthe agesof 25-34 (Fromm, J:2013). Lastly,the medianincome for
Millennialparentsis$50,000 (Fromm, J:2013). Withthese factorsinmind,we can helpunderstand
the target audience betterandtherefore the informationgatheredwill helptorefine andinformthe
mediaplanningandthe contentof the media/advert.
GeographicProfile:San Francisco, CA
Thistarget audience of peoplelivingwithin SanFrancisco,CA wasprovidedbythe clientbasedon
the ScarboroughSuperGreenie report. Accordingtothe Scarboroughreportgiveninclass, San
Francisco,CA is the top local marketfor supergreeniesat17% withSeattle,WA placed2ndat 13%.
Thisevidence suggestsmillennial parentslivinginSanFranciscowouldbe the besttargetaudience
to appeal toas it is the largestareathat are 'supergreenies'. Thisis12% above the national average
whichis5%. To furtherjustifywhySanFranciscowouldbe a suitable locationtotargetconsumers
for the Once Upon a Farm companyis because there asizeable amount 28% of millennial parentsin
a sample livingwithinanurbanarea witha further51% livinginasuburbanarea (Fromm, J:2013).
How Target Alignswith Once Upon A Farm Offerings
I believethe millennial parentbetweenthe agesof 25-34 livinginSanFranciscoisthe perfecttarget
match for Once Upon a Farm. Thisisbecause Once Upon a Farm usesfresh,whole ingredients
pickedinseasonfromour partnerfarms,ColdPressure Protected,refrigeratedanddeliveredfresh
fromfarm to highchair™ (Once Upona Farm, 2015). Of whichisimportantto millennialparentsas
millennialsare bigbuyersof organic,andthat becominga parentwill onlydeepenthe strongaffinity
for organicsharedby thispowerful generation(McNeil,M:2017).
Furthermore,the demographicof the targetaudience issuitableasSanFranciscohas the highest
percentage of people whoconsciouslyeatgreen/organicproduce at17% (Fromm, J:2013). Thisplays
intothe fact that millennialshave astrongbelief thatselectingorganicfortheirfamilymakesthema
betterparent(McNeil,M:2017). PitchingOnce Upon a Farm babyfood to thismarketin thisarea
onlymakesfora natural additiontothe organicculture that currentlyexistswithinSanFrancisco
and withthe Millennialmarket.Thiswouldmeanthatthistargetaudience wouldparticularlyengage
withthe advertisementsmeaningthattheywouldbe more likelytobe influencedandultimately
purchase babyfoodfrom Once Upon a Farm.

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MediaPlan Recommendations
Magazine RecommendationOne
Magazine Name: M Magazine
Rationale:
I believethatplacingadsinM Magazine isa goodinvestmentforbuyingpotential customersfor
Once Upon a Farm. Thisis because MMagazine isdistributedwithinthe SanFranciscoareawhichis
where ourtarget audience lives.Notonlythis,butthe readershipalignmentisstrongwiththe
themesraisedinthe magazine.Forexample,healthyeatingandparentingadvice are discussed
withinthe magazine andare keypsychographicinterestsof the targetaudience.ThismakesM
Magazine a cost-efficientmediavehicle forpotential consumerstobe targeted.
Once Upon a Farm’s profile istryingtopromote ‘organicfamilyfood’andtryingtocaterfor
millennial parentsthathave aninterestinorganic/healthyeating(OnceUpona Farm,
2015). Furthermore,aspreviouslymentioned,the company’sproductsare pricedhigherthanbaby
foodproductsavailable innationwideretailerslike Walmart.Assuch,the targetconsumerideally
makesa medianHH income of around$50,000 andthe demographicsummaryprovidedof M
Magazine home ownersis$268,000 accordingto M Magazine’sbusinessmediakit(MMagazine,
2018).
Months:
Accordingto an article,supportedbyhistorical datacollectedbyAmitabhCandraatHarvard
University,the mostcommentbirthmonthinthe USA is September(Abrams,A:2017). Considering
Once Upon a Farm’s productline startsat childrenaged5 months+, it wouldbe logical torun
advertsduringthe monthsof February,March and April.Thisistakingintoconsiderationthe month
that a the most childrenare bornbut runningthe adswhenthese childrenare aged5 monthsand
up.
It isfor thisreasoningthatI believethatrunningthe magazine advertisementsconsecutivelyduring
thistime wouldmake the biggestimpactforsalescomparedtoothermonths.
Ad Size,Positionand Cost:
The type of advertisementsthatI’drecommendbeingranare full page ads,in the inside frontcover
with3 insertions(once permonth/pereditionof MMagazine).Thisisbecause M Magazine fitsa lot
of the demographic,geographicandpsychographiccharacteristicsthatalignwithOnce Upona
Farm’sethosand morals.

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For three insertionscosting$5698 (price for1 full page adin 5 zones) wouldbe atotal campaigncost
of $17,094. Witha circulationof 125,000, thisgeneratesaCPM of $45.58 whichis comparatively
much lowerthanothersuggestedmagazinesinmyspreadsheet.
However,the medianage forreadersof MMagazine is 45, thisishigherthanthe estimatedtarget
consumerrange of 24-34. Once Upon a Farm’s targetaudience isspecificallyMillennial parentsand
so buyinvestinginMMagazine’saudience toomuchmay notbe as efficientasrunningadsinother
possible mediavehicles.
The reasonwhy thisisa crucial aspectof the targetmarketis because the Millennial parenthas
certaintraitsand characteristicsthatmakesit more predictable toengage andadvertise to.For
example,Millennial parentsare muchmore likelytopurchase oruse online meal kitsthanolder
parents(McNeil,M:2017).
CPM:
The CPM forM Magazine is $45.58 as the cost for a full-page Cover2positionedadis$5,698. For a
circulationof 125,000 thisis a reasonablypricedcampaignandhappenstobe one of the media
vehicleswiththe bestCPM.Ifeel thatcomparedtoother consideredmagazines,itwasmuch
cheaperandtherefore Ifeltitwasa strongmediavehicle forthe campaign.Comparatively,the CPM
for mytelevisionshowswasslightlyhigherbutwasveryexpensive anddidn’treachasmanypeople
incomparisonto magazines.The CPMand therefore value formoneyof MMagazine isdramatically
betterthanGoogle SERP ads($45.58 to $2,666 respectfully).Thisisbecause thereisahigher
circulationof people seeingandlookingatmagazinesthanthe chance of people specifically
searchingadvertisedphrasesongoogle.
Magazine RecommendationTwo
Magazine Name: Sunset
Rationale:
Focusingregionallyon the WestCoast,Sunsetmagazine ‘sharesthe bestof life inthe West―from
travel andfoodto home and garden’(SunsetMagazine:Online).Ibelievethismagazine wouldbe
ideal tosupportthe Once Upona Farm advertisingcampaignastheycandistribute regionallyonthe
westcoast (specificallySanFrancisco) –thisis the desiredareaforour targetaudience.
Furthermore,Ibelieve Sunsetmagazinewouldbe ideal toattract Once Upon a Farm’starget
consumeras the MedianHHI is $97,090 with63% of Sunset’s readershipbeingaged35-64.This is
similartoM Magazine’saverage readershipage andthusisslightlyhigherthanthe desired

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MillennialagedparentthatOnce Upon a Farm is tryingtotarget. However,the highermedian
income wouldsuggestthatthese readerscanaffordthe premiumpricedbabyfoodOnce Upona
Farm has to offer.AccordingtoSunset’s2016 mediakit,the magazine ‘inspires94%’of readersto
try newrecipes’whichsuggeststhatthe magazine hasahighinfluence onit’sconsumer’s
buying/dietaryhabits.Ultimately,thiswouldbe beneficialintryingtogetconsumersto try Once
Upon a Farm’s babyfoodproducts.
Ad, Size,Positionand Cost:
The total ratebase forcirculationNorthernCalifornia(includingSanFrancisco) ispredictedtobe
296,000 (SunsetMagazine MediaKit:2017). The guide providedinthe mediakitgivesa$24,920
pricingfora 250,000 circulationthisisfora 1/3 page ad. To make up the remainderof the predicted
ratebase forNorthernCalifornia,there isa‘Add’l perM’ whichneedstobe addedforeach
remainingthousand.I.e,67.03*46 = $3083.38. Thisaddedto the price of the 250,000 predicted
reach createda total of $62,239.86 perinsertions.Due tothe fact thatthe ad cost isexpensive,I
wouldonlyadvise runningtwoinsertionsof adverts.The total campaigncostwouldtherefore
amountto $84,010. The calculatedCPMtherefore is(84,010/296) $94.61. Thisis a notablyhighCPM
for thismagazine andiscostlyto run. Whilstthismagazine isn’tparticularlyeconomical init’sprice,
it doesofferagood mediavehicletoattract potential consumers.
InitiallyI’dhopedtohave rana full-page adhoweverthisprovedtobe toocostlyand the CPMwas
poor.By optingfor a 1/3rd
page ad the CPMdroppedbyoverhalf and isnow is more cost effective.
Recognisingthatthismagazine’sCPMishigh,Ifeel thatthismagazine isa verygoodfitfor Once
Upon a Farm’s babyfoodadvertisingcampaignandtotry and lowerexpenditure I’veadvisedfor
onlyrunninga 1/3rd
page ad. However,I’dstill recommendrunningthe addfor3 insertionssothatit
matchesthe desiredcampaignlengthforthe client(3months) andutiliseshaving2localised
magazinesinthe SanFrancisco area.
In termsof positioning,due tothe price of placinganadverton a cover takingupmost of the
advertisingbudgetIrecommendrunningthe adinside the magazinewithoutappearingona cover.
Thiskeepsthe total campaigncost at $ 101,103 whichgivesOnce Upon a Farm roomto invest
moneyintelevisionadvertisementsandGoogle SERPads.
CPM:
The CPM forSunsetmagazine isslightlylessefficientbeing$94.60 in comparisontoM Magazine.
The cost per ad isexpensive,$28,003, for a circulationof 296,000. However,the magazine isfocused
regionallyandsoIfeel that,whilstexpensive,isawise choice toinvestmoneyinto.SunsetMagazine

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has a circulationoverdouble of MMagazine anddistributesregionallywhichiswhyIfeltitwasa
goodmediavehicle.IncomparisontoTV,Sunsethasmore viewers/circulation thanbothof my
recommendedshowscombined.IncomparisontomyGoogle SERPads, magazinesare drastically
bettervaluedformoneyintermsof CPMbecause more people are seeingthe ads.However,the
benefitof runningGoogle SERPadsmeansthatthere isa perfecttime,place andcircumstance and
thusa higherchance forthe viewertoengage withthe advert.
MagazinesConsideredBut Not Used
Magazine Name: OrganicSpa
Rationale:OrganicSpafocuses on‘advice onhealth,wellness,travel,natural beauty,eco-fashion,
sustainable design’etc.Whilstthisdoesn’tspecificallytargetmillennial parents,Iconsideredthis
magazine asit has psychographicelementsthatthe Once Upon a Farm targetconsumerwouldfind
appealing.Forexample,the focusaroundorganiclivingwouldresonatewiththe targetasOnce
Upon a Farm’s babyfoodisorganic and providesnutritionalbenefitstothe baby.
The average age of the audience of OrganicSpa is44. Furthermore,the average HHIis$177,000.
These aspectsof the target’sdemographicaligncloselywithOnce Upona Farm.Interestingly,79%of
Magazine
Placements
Magazine
Name Ad Size
Ad
Position
Number of
Insertions
(Ads)
Cost Per
Ad Total Campaign Cost Circulation(000) CPM
M Magazine Full Page Cover 2 3
$
5,698 $ 17,094 125 $ 45.58
Sunset 1/3 Page Inside 3
$
28,003 $ 84,009 296 $ 94.60
Magazine
Totals/Avg 6
$
16,851 $ 101,103 421 $ 70.09
(total) (avg) (total) (total) (avg)
Magazines
Considered
But Not Used:
Magazine
Name Ad Size
Ad
Position
Number of
Insertions
(Ads)
Cost Per
Ad Total Campaign Cost Circulation(000) CPM
Organic Spa
Double
Page
Spread Inside 3
$
12,850 $ 38,550 140 $ 91.79
Parents 1/3 Page Inside 1
$
97,600 $ 97,600 2200 $ 44.36
FamilyCircle 1/3 Page Inside 3
$
31,387 $ 94,161 74 $ 422.44
Magazine
Totals/Avg 7
$
47,279 $ 230,311 2,414 $ 186.20

12. Samuel Heavens 05/04/2018
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theiraudience are reportedtouse supplementsdailywhichsuggeststhattheyare nutritionally
guided(OrganicSpa,2018).
Withthese elementsinmind,OrganicSpaisa good magazine toconsider,howeverasthe circulation
islowand isn’tparticularlylocalisedtothe SanFranciscoarea,there’sa lowerchance that the target
audience withinthe regionwouldseeadvertisementsinside the mediavehicle.
The rate base nationallyforprintis140,000 witha print readershipof 630,000. Thissuggeststhat
each magazine isseenbyroughly4.5 differentpeople (witha‘passalong’rate inmind) (OrganicSpa,
2018). The distributionof magazinesis22.35% which,if we take thisas a sample of the 140,000-
national rate base is31,290. Therefore,the circulationthatwe canpredictto see inthe Pacific
regiontobe 31,290.
Ad, Size,Positionand Cost:
To run 3 insertionsof doublepage spreads,itwouldcost$38,550. Witha rate base of 140,000 this
generatesaCPMof $91.79. I wouldhave chosenthisbecause itisrelativelycheapanda double page
spreadoffersalot of space to advertise Once UponaFarm’s product.Thisis quite ahighCPM fora
circulationof 140,000 magazineswhichispartof the reasonwhythismagazine wasconsideredbut
not chosen.Furthermore,incomparisontoSunsetandMMagazine,OrganicSpa is a national
magazine andtherefore doesn’thelptotargetOnce Upona Farm’starget of Millennialparentsin
San Franciscoeffectively.However,the magazine doeshave positive meritssuchasthe demographic
and psychological elementswhichdoalignwithOnce Upona Farm’starget.
Magazine Name: Parents
Rationale:Parentsmagazine actsasa ‘understandingvoice’,particularlyaimedatmumsthathave
youngchildrenofferingvariouslifestyle suggestions.The medianage forthe readersof Parents
magazine is37.4 whichisclose to the upper bracketof Once Upon a Farm’s whichisclose tothe
Millennialparentdemographic(Parents,2018).Furthermore,the medianHHIis$65,960 whichis
alsoclose to Once Upon a Farm’s targetconsumerHHI of $50,000. Thissuggeststhatreadersof
Parentsmagazine wouldbe able toaffordthe client’sorganicbabyfood.
Despite the close demographicsimilaritiesbetweenthe clientandParentsmagazine,the mediakit
statesthat the reader’schildrenare,onaverage,7years old(Parents,2018). Thisiswhy Parents
magazine wasconsideredbutnotchosen.The productbeingadvertisedisforchildrenwithinthe age
range of 5 monthsand18+ months.ThismeansthatParent’stargetaudience’sneedswouldn’talign
withthe purpose of the product makinga ineffective campaign.

13. Samuel Heavens 05/04/2018
13
Ad, Size,Positionand Cost:
If I were torun an advertinParentsmagazine,I’druna 1/3 page ad.This wouldcost$97,600 which
isexpensiveandiswhyI’drecommendonlyrunningone insertionof thissize.Itisalsodue to costs
that I wouldn’tplace anad ona cover– if there wasa regional magazine raninSan FranciscothenI
would’ve investedmore moneyintothe campaign.Onthe otherhand,the CPMis 44.36 whichis
goodand meansthat thismagazine iscosteffective.
Magazine Name: FamilyCircle
Rationale:FamilyCircleisaimedathelpingparentsthroughstagesof raisingchildrento‘navigating
the stuff of everydaylife’(FamilyCircle,2018). Whilstthe FamilyCircle doesn’tgive clear
demographicdetailsof theirmagazine readers,itdoessaythatthe average age of the kid(s) intheir
householdis10 yearsold.Thisistoo highfor Once Upon a Farm and the magazine doesn’t
specificallyfocusonyoungchildrenbutratheryoungchildrentoteenagers.Forexample,there are
only48% of readerswithkidsunderthe age of 18 whichmeansa large majorityof readerswill see
the advertisementandhave noreasonto engage withit(FamilyCircle,2018).
Assumingthe digital readersare of a similardemographictotheirmagazine readersthe median age
is44 witha medianHHIof $85,344. Thisis similartoOnce Upon a Farm’s demographicand
therefore containselementsmakingitagood considerationasamediavehicle asidefromthe
reader’schildren’sage.
Ad, Size,Positionand Cost:
Initially,Icalculatedthe CPMif I ran one 1/3 page ad nationally.Thiswascalculatedtobe $45
howeverthe campaigncostwould’ve been$180,000 for one insertion.Instead,Idecidedtoruna
subregional ad(usingFamilyCircle’scostingguide)sothatthe regionof interest,SanFrancisco,was
onlybeingtargeted(FamilyCircle,2018).
To do this,I dividedthe costof a 1/3 page ad by the circulationof Region9 (426,100) whichwas
0.4224. Then,to calculate the costper ad forSan FranciscoI multipliedthe CPMof the regionbythe
circulationinSanFranciscowhichproduceda sub-regional rate of $31,387 (perad).This produceda
CPMof $422.44. However,the campaigncostwouldbe $94,161 for three insertions.
Ultimately,Ichose the latterof the twooptionsas I feltitwould’ve beenbettertoruna cheaper
add,althoughwitha poor CPM, totarget regional consumersforx3the numberof insertions.

14. Samuel Heavens 05/04/2018
14
TelevisionRecommendations:
TelevisionRecommendationOne
TelevisionShow:Parenthood
Rationale:
Although Parenthoodnolongerairs,Ibelievethiswouldbe aperfectTV programme toair
advertisementsaround.Ichose thisTV show because itisa contemporarydrama whichhascore
themesregardingfamilyandfamilylife whichfitsinnicelywiththe client’sproductof babyfood.
Furthermore,the showissetinBerkeleyCaliforniawhichisinthe same regionasOnce Upon a
Farm’starget audience withthisadvertisementcampaign.HavingaTV show set inthe same area as
the target audience makeslocationsandthe lifestyle forthe targetsomewhatrelatable and
therefore isrelatableforthe audience.Inaddition,the themesof familypromotedinthe show could
alsobe relatable tothe client’stargetconsumersobyplacinga baby foodadvertcreatesa perfect
juxtapositionforthe campaign.
Numberof Ad Insertions:
To determine the numberof adsI recommended,Ifirstlookedatthe average durationof each
episode (beingroughly43 minutes).Secondly,IdecidedIwantedtorun3 ads,1 every14 minutes.
Initially Iwantedtorun6 ads butafterlookingat the total cost (andbecause of the show being
duringprime time) thiswastooexpensive forthe clientandtherefore Ihadtochoose a smaller
number.
Parenthoodairedonce aweekforroughly12 weeks(3months) – of whichisthe total durationof
the campaigncomplementingmyclient’sspecificationsperfectly.Thisequatesto4 weekspermonth
and a total of 12 advertsfor the durationof the campaign.
CPM:
The CPM formy televisionshowswasthe same anddespite reachingdifferentviewingnumbers,was
the same value formoney($49.08). Due to the primetime viewingof Parenthood,thismade it
expensive torunadsfor the numberof viewers.Thisalsoimpactedmytotal costso that’swhyI
decidedtoonlyrun1 ad perepisode inordertopreventexceedingthe client’sbudget.Thissuggests
that runningtelevisionshows,certainlyforthe campaign,maynotbe as efficientincomparisonto
magazines – where there isalargercirculation.However,the CPMof thisshow incomparisonto the
average CPMof my Google SERP ads($2666) ismuch lowerandwouldsuggestthattelevision
advertsare a bettervalue formoney.

15. Samuel Heavens 05/04/2018
15
TelevisionRecommendationTwo
TelevisionShow:ModernFamily
Rationale:
I believethatModernFamilyisanotherexampleof aperfecttelevisionshow toairtelevisionadverts
on.Beingsetin suburbanLosAngeles,California,the demographicof personportrayedinthe show
resemblesthe client’stargetconsumer.Forexample,familyorientated,middleclassedandliveson
the westcoast. The show’scomedicstyle addsforlightheartedfamilyentertainmentwhichmeans
Once Upon a Farm’s organicbaby foodwouldn’tappearoutof place nexttoit.
The characters in the showhave theirownstereotypicalcharacteristicsthusportrayingvarious
personalitiesandscenariosof suburbanlife inanengagingandcomedicway.The show hasbeen
praisedforsuch comedicvaluesanddue toit’shighratingof 2.9 (Moraces,L, 2017) wouldsuggest
that itreceivesalotof viewsregionallytoo.
Numberof Ad Insertions:
The average durationforeach episode is23 minutesairingonce aweekat9:00PM duringprime
time TV.Initially,Iwantedtorun3 adsper episode.Due tothe costof airingan advertisement
duringthistime,Idecidedtorun justone advertperepisode for12 weeks.Intotal,I recommend
running12 advertsoverthe seriesof the campaignfora total of 4 weekspermonth.
AlthoughI’donlybe able torun one advertperepisode,Ifeel thatbyplacingthe ad duringthisshow
isperfectas the audience isthinkingaboutfamily,theirchildrenandanythemesraisedinthe show.
Plusthe ideaof sophisticated/middle classlivingwouldsuggestthatparentscan/wouldinvestmore
intonutritional productsfortheirchildrenwhichmeansthattheywouldbe unphasedbyOnce Upon
a Farm’s premiumprice.
CPM:
As mentionedpreviously,the CPMforbothof myrecommendationsfortelevisionshowsis$49.08.
However,ModernFamilyreachesthree times asmanypeople asParenthooddoeswhichisclosers
to the circulationnumberof the Sunsetmagazine recommendation.The CPMrepresentsagood
value formoneyintermsof cost and the numberof viewers.However,due tothe show beingduring
prime time,thisincreasedthe costperadand forcedme to onlyrun 1 insertionpershow for12
weeks(3months).IncomparisontoGoogle SERP ads,thisshow isdeemedbettervalue formoneyin
comparisontothe CPMwhichis$49.08 for ModernFamilyand$2,666 formy GooglerSERPad
average.

16. Samuel Heavens 05/04/2018
16
TelevisionShowsConsideredButNot Used
TelevisionShow:RaisingWhitley
Rationale:
RaisingWhitleyisaboutawomanwho gainscustodyof a childunexpectedlyandfollowsherlife
raisinghim.The showrevolvesaroundthemesof familyinacomedy/realityTV genre.Ibelieve this
showwouldbe goodfor placingadvertsonas it fitsthe theme of Once Upon a Farm’sproduct,
organicbaby food,inthe sense thatpeople whoenjoywatchingfamilyrelatedcontent/familyshows
are alsoconsideringstartingoralreadyhave theirownfamilies.
However,Ifeel thatthisdoesn’ttargetthe wealthierclassedconsumerthatcouldaffordtobuy
Once Upon a Farm’s babyfoodon a regularbasisas well asothershowscould.Inadditiontothis,I
believethatwhilstthisshowdoesfocusonraisingchildren,the show maynotappeal tothe organic
millennial parentasthe showissomewhaturbanisedinthe castslifestyle.Inshort,the lifestylethat
we can assume fromthe targetconsumerof Once Upon a Farm maynot match that of a single mum
bringingupa son byherself.
Numberof Ad Insertions:
Takingthe average lengthof eachshowto be roughly42 minuteswith3 adsrunningineach
episode.Eachseasonhas8 episodes.Ichose thisbecause itisrelativelycheaptorunone ad ($1527)
to reach 31.10(000) viewers.However,Ibelieve thatthe CPMisn’tas goodfor value asmy other
choicesas there isa smallernumberof people seeingthe ad.Thisispartlydue to the shows
Television
Placements
TV Program Rating Rating %
TV HH In
Market
HH
Viewing
Program
#
People
/ HH
Total
Viewers
(000)
Cost per
point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(viewers)
Parenthood 1 1.0% 2,488,090 24,881 2.5 62.20 $ 3,053 $ 3,053 12 $36,636 $ 49.08
Modern
Family 2.9 2.9% 2,488,090 72,155 2.5 180.39 $ 3,053 $ 8,854 12 $106,244 $ 49.08
Television
Totals/Avg 97,036 242.59 $ 3,053 $ 5,953 24 $142,880 $ 49.08
(total) (total) (avg) (avg) (total) (total) (avg)
TV Programs
Considered
But Not Used:
TV Program Rating Rating %
TV HH In
Market
HH
Viewing
Program
#
People
/ HH
Total
Viewers
(000)
Cost per
point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(viewers)
Raising
Whitley 0.5 0.5% 2,488,090 12,440 2.5 31.10 $ 3,053 $ 1,527 24 $ 36,636 $ 49.08
Counting On 0.5 0.5% 2,488,090 12,440 2.5 31.10 $ 3,053 $ 1,527 24 $ 36,636 $ 49.08
Television
Totals/Avg 0.5 24,881 62.20 $ 3,053 $ 1,527 48 $ 73,272 $ 49.08

17. Samuel Heavens 05/04/2018
17
popularityandratingbeing0.5%and thus wasyetanotherfactor as to whyI decidedtoavoid
recommendingashowlike this.
TelevisionShow:CountingOn
Rationale:
Thisshowis a spinoff showof 19 kidsandcountingand focusesona familyof one of the siblings
and theirdailyexperienceswithhandlingbeingapart of a large family.Withthemesof raising
childrenandfamilybeingobvious,IconsideredCountingOn asa show for placingadvertisementson
because itwouldparticularlyattractaudienceswhohave aninterestinthe dynamicsof alarger
familyaswell asthe dailychallengesinvolved.The show’sfamilyare devoutBaptistsandoften
discusstheirvalues of purity,modestyandtheirreligion.
I believethatviewerswhowatchthe show wouldalsobe interestedinthe ideaof wholesomeliving
and beingdevotedtoasimpler/religiouslyfocusedwayof life whichisarguablymore organicand
lesssynthetic.Thismayappeal tothe organicparentthat Once Upon a Farmis tryingto targetas
these ideasof natural andhealthylivingare shared.
Numberof Ad Insertions:
Afterresearching,IfoundthatRaisingWhitleyandCountingOnsharedthe exactsame viewing
figuresandcostsas each other.Thisinfluencedmydecisiontorunthe same numberof adsas itcost
the same amountto do so. However,Istill didn’tchoose torunadson CountingOnas I feltIcould
bothreach a highernumberof people andtargetpeople thatcloseralignedwiththe company’s
ethosandproduct than the targetaudience of CountingonandRaisingWhitley.

18. Samuel Heavens 05/04/2018
18
Google KeywordRecommendations:
Keyword List:
1. Baby food
2. Organicbaby food
3. Pregnancy
4. Newbornbaby
5. 6 monthbabyfood
6. Baby food pouches
7. Stage 1 babyfood
8. Raisingchildren
9. Healthyfoodforkids
10. Bestbaby food
Rationale:
Baby food– Thisisthe productthe clientistryingto sell andtherefore isseemstobe anobvious
choice fora keywordinSERPadvertisingforOnce Upona Farm. I decidedtopay$2.44 insteadof the
minimumbidof $1.61 inorder to try andappear higherupon the resultspage.Thisisbecause Ifeel
that thisisan importantkeywordtoinvestmoneyintoasIbelieve peoplewouldbe more likelyto
searchthismonthly.Withthissaid,the total clickrates were takenfromthe minimumbase number
of clicks – realisticallythiscouldincreasebutIwantedtogive a safe estimate.Additionally,itwould
be importantto investmore moneyinthisSERPad as the circumstance isperfectwhenadvertising
Once Upon a Farm’s organicbaby food – the target isinterestedinbabyfoodatthisspecifictime.
Organicbaby food – Much like the previousSERPkeywordad,itdescribesperfectlywhatthe
productOnce Upon a Farm istryingto sell.Idecidedtohave a separate keywordfor‘organicbaby
food’because thiswouldcaterforparentsthat specificallycare aboutthe organicaspectof the
productand not justthe fact that it’sbaby food.IdecidedIwantedtoplace a highbidon this
keyword,$5.93 insteadof a lowrange bidof $3.13 as I feel thatthisisa particularlyimportant
aspectof the product.Ultimately,Irecognisedthatthere wasn’tasmanypeople searchingfor
‘organicbabyfood’comparedto ‘babyfood’andso the searchesmade for the latterkeywordwere
dominatedbythe Once Upon a Farm advert.

19. Samuel Heavens 05/04/2018
19
Pregnancy– I chose thiskeywordbecause Ifeltthere wouldbe some parentsthatwouldbe tryingto
researchbabyfoodoptionsandnutritional mealsfortheirnew-bornsinadvance.Furthermore,
there wasa 10k minimumnumberof clickswhichmeantthatthiswasa frequentlysearchedphrase
(specificallyinthe SanFranciscoarea).The average low bidwas$0.04 butI decidedtoplace a bidof
$0.50 to increase the chancesof Once Upon a Farm beinghigheruponthe resultspage.Ichose not
to bidanymore thanthisas it would’ve becometoocostlydue tothe frequencyof clicksand
wouldn’thave beeninthe client’sprice range.
Newbornbaby – Whilstthiskey-phrase isn’tspecifictobabyfood,I feel thatpeople wouldalsobe
interestedinbabyfoodandsoI wantedtoplace a low,average,bidof $0.69. Additionally,Once
Upon a Farm’s babyfoodismarketedforbabiesbetweenthe agesof 5+ monthsand so thiswould
appeal tothe consumersthatare interestedinnewbornbabiesandanypotential foodsthatare
nutritional forthem.
6 monthbaby food – This key-phrase isideal,althoughOnce Upona Farm’sproduct line startsat 5
months,as itslotsinwiththe product age range of the client.Due tothe fact that there were no
othersearchesforage rangesof baby food,Idecidedtobid$2.50 inthisSERP ad insteadof the low
average of $1.89. Asthe phrase relatestoa specificage andproduct,I feel thatthisgave evenmore
reasonto investslightlymore init.The numberof clicksforthissearch wasalsorelativelylow and
was anothercontributingfactor.Asaresult,I wantedtotry and gainthe interestof the few people
that may searchfor the phrase inthe San Franciscoarea by investingmore money.
Baby foodpouches – Thisphrase is a literallydescriptionof the productthatOnce Upon a Farm is
tryingto advertise andithadbetween100-1k monthlyclicks,soIbelieve thatinvestingsome money
to getpotential consumers fromthissearchisa goodidea.Due to the specificdescriptionof the
search,I feltitnecessarytobidslightlyhigherthanthe low average justtotry andbeat anyother
competitiontryingtobidforthe same key-phrase.However,due tothe low numberof clicks,Ifelt
that itwasn’timportantto bidtoo highlyasitmay have beena waste of money.
Stage 1 babyfood – Afterdoingresearch,IlearntthatStage 1 baby foodare ‘babyfoodsthatare
highlypureedandstrained…targetedtobabieswhoare betweenthe agesof 6 to8 monthsold’
(Wholesomebabyfood.montastic.com).Asaresult,Idecidedtoinvestanabove low average bidof
$3.00 forparentsthat understandthe variousstagesof babyfoodand have searchedmore
obscurelythanjust‘babyfood’. Althoughthe clickrate isfairlylow,Istill believe thatthe phrase
wouldbe a nice investmentof moneyandwouldpull inpotential repeatclientsasstage 1 is the start
of Once Upon a Farm’sproduct line of babyfood.

20. Samuel Heavens 05/04/2018
20
Raisingchildren – Parentsthatare newto raisingchildrenmaybe activelysearchingfortipsand
advice sharedonline.Asmillennialshave astrongbelief thatselectingorganicfortheirfamilymakes
thema betterparent(McNeil,M:2017), advertisingOnce UponaFarm underthissearchad caters
for thispsychographiccharacteristic.Inessence,utilisingthe mindsetof organiclivingmakesfora
parentand thentryingto targetthe consumeraccordingly.Recognisingthatthe monthlyclickis
between100-1k,I decidedtobetthe average low bidas I wantedtoinvestmoneyinmore
worthwhile phrases –whilststill runningadsunderthisphrase.
Healthy foodfor kids – Much like the ‘raisingchildren’searchphrase,Ifeltasthoughthisphrase
wouldtargetnewparentsthatare lookingforadvice andguidance online.Idecidedtobidaveragely
lowas the clicksper monthwere lowandI feltthatthe age range or ‘kids’wasperhapstoo vague
and didn’tnecessarilymeetthe product’sage range.Ultimately,Ibid$0.64 per clickso thismeant
that I had moneytoinvestinotherphrases,butitmeantthat I was still hadthe potential toreach
newconsumersbyrunningthe ad,despite itbeingfora low price.
Best babyfood – I feel asthoughthissearchphrase wouldbe importanttobidhigheron as the
target consumercaresaboutqualityandtherefore wouldwanttoensure theirchildrenasraised
withthe besttype of baby food.Therefore,Idecidedtorecommendabitof $5.68 whichisthe
average highbidforthissearch phrase.The fact that the target consumercouldconsiderapremium
productmay influence the ‘qualityof it.Forexample,ahigherpriceditemsuggestsabetterquality
of product.Insummary,tryingto associate Once Upon a Farm’sbaby foodwiththe ‘bestbabyfood’
wouldmeanthatthe targetconsumerwouldbe more likelytoinvestinit.

21. Samuel Heavens 05/04/2018
21
Strategy Thoughts:
MediaBenfits:
From thispaper,I’ve learnedthat magazineshave the bestCPMincomparisontobothtelevision
and Google SERPads. Notonlythis,buteach magazine issue typicallylastsamonthandisin physical
formwhichmeansthat itcould lastfor weeks,monthsoryearsandstill have audienceslook atthe
advertisement.Furthermore,people canphysicallyshare the magazinestotheirfriendsand
therefore the advertisementmaybe seenbypeople whohaven’tpaidforitwhichmeansthat there
are extracirculationsthatare unaccountedforin the base rate forthe advertisingcampaign.
In contrast,televisionadvertisements,inthisscenario,lastfor30 secondsandcan onlybe repeated
whenthe nextiterationairsorif theypre-recordthe episodeandhave the advertsinit.Additionally,
as the advertonlylastsfor 30 seconds,itisa brief momentwhere the consumercanwatchthe
advertand so beingable toentice the targetwithinthattime frame wouldbe difficult.Furthermore,
televisionadvertisementsare veryexpensive anddependingonthe rating of the actual show will
dependthe circulationthatthe advertisementreceives.Inessence,the betterratedshow the higher
numberof people thatwill viewthe advert.Lastly,the time of the show will influence the costof the
ad and therefore some advertisementswill be extremelyexpensive mainlydue tothe schedulingof
the show.
Google adsare perfectfortargetingpotential consumersatthe righttime,place andcircumstance.
For example,if aconsumerissearchingaboutbabyfoodthenitwouldbe a perfectopportunityto
place advertisementsonresultspagesregardingbabyfood.Thisisbecause the consumeris,atthe
veryminimum,thinkingaboutbabyfoodbe itresearchingproductsandbrandsor lookingformore
factual informationregardingthe matter. Despite this,the costto runthese adsis expensive andthe
Google
AdWords
Keyword-based
Search Buys
Google Keyword-
based Ads Cost per Click (CPC)
Total Clicks
per Month
Number
of Months
Total
Clicks Total Cost CPM (CPC)
Babyfood $ 2.33 1,000 3 3,000 $ 6,990 $ 2,330
Organic babyfood $ 5.93 100 3 300 $ 1,779 $ 5,930
Pregnancy $ 0.50 10,000 3 30,000 $ 15,000 $ 500
Newbornbaby $ 0.69 1,000 3 3,000 $ 2,070 $ 690
6 month babyfood $ 2.50 100 3 300 $ 750 $ 2,500
Babyfoodpouches $ 3.00 100 3 300 $ 900 $ 3,000
Stage 1 babyfood $ 3.00 100 3 300 $ 900 $ 3,000
Raisingchildren $ 1.53 100 3 300 $ 459 $ 1,530
Healthyfoodfor
kids $ 1.50 100 3 300 $ 450 $ 1,500
Best babyfood $ 5.68 100 3 300 $ 1,704 $ 5,680
Google Totals/Avg $ 2.67 12,700 38,100 $ 31,002 $ 2,666

22. Samuel Heavens 05/04/2018
22
CPMis relativelypoor.Thisisbecause althoughcompaniescanadvertiseinthe perfectsetting,the
numberof people thatsearchfor yourproductcan varyand therefore investingmoneycarefullyand
intoseveral relatedsearchphraseswill increase andattractmore potential clients. Alternatively,
investinginphrasesthatare frequentlyusedcanincrease the chance of advertisementsbeingseen
but will alsoincrease the costperclickas there isa biddingwarto appearhigherupon the results
page.
Budget & CPM:
From thispaper,I’ve learnedthatthe costof adsis relative tothe circulationof the advertisement
i.e the higherthe circulationthe higherthe cost. Typically,thisisauseful indicationshowingthatthe
mediavehicle is highlysortafterwithotheradvertisershoweverthe CPMindicateswhetherthe
vehicle isgoodvalue formoneyornot.Advertisersmaydecidetorampup the price for the
advertisementsdue to competition,butitmaynot necessarilymeanthatthe mediavehicle is
beneficial to one’scampaign.MediavehicleswithahigherCPMare more expensive toreachper
1000 people andvice versa.
Ultimately,I’ve learntthatdecidingwhetheramediavehicle isworththe advertisementplacement
isa balance of the two.Sometimes,if the vehicle isperfectforthe campaign,buyinglarge portions
of itdespite the costcan be beneficialfortargetingconsumers. The CPMof a mediavehicle tellsan
advertiserthe costforeach 1000 people beingeffectivelyboughttosee the advertisement –which
can be comparedtoothers.If the CPMishigh,thenit’san indicationthatit’shighlycompetitive with
otheradvertisers.Alongside this,the circulationmaybe toobroadfor the campaignthusleadingto
people whoaren’tinthe targetaudience viewingthe advertisements.Ultimately,thisiswasting
moneyas theyare unlikelytoengage withthe advertandtherefore inefficientwhenspendinga
client’smoney.

23. Samuel Heavens 05/04/2018
23
References
Abrams,A, This is the MostCommon Birthday, September8,2017, http://time.com/4933041/most-
popular-common-birthday-september/,Accessed03/30/2018
BerkeleyBowl West, http://www.berkeleybowl.com/,Accessed03/07/2018
D’Adamo,A, WhatMillennial ParentsWantFromBaby Food Brands|WMI,May 31, 2017,
http://www.womensmarketing.com/blog/what-millennial-parents-want-from-baby-food-brands-
wmi,Accessed03/08/2018
FamilyCircle,2018, Website, http://mediakit.familycircle.com/index.html,Accessed04/02/2018
Fromm, J. Newstudy revealshowthis generation’sbehaviorand buyinghabitschangeafterkids, July
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becomes-parents/,Accessed03/08/2018
Loizos,C . The organicbaby food warsheatup.TechCrunch,12 Sept,2017,
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Once Upon a Farm, 2015, https://onceuponafarmorganics.com/,Accessed03/07/2018
M Magazine,2018, http://www.mmagazinebayarea.com/wp/wp-
content/uploads/2018/03/M_Media-Kit_M_Media-Kit_2017.pdf,Accessed 03/30/2018
McNeil,M. Today’s Millennial:Tomorrow’sOrganicParent,OrganicTrade Association,14 Sept 2017,
https://www.ota.com/news/press-releases/19828,Accessed03/08/2018
Moraces, L, 2017, Final2016/17 TV Rankings:'Sunday NightFootball'Winning StreakContinues,
http://deadline.com/2017/05/2016-2017-tv-season-ratings-series-rankings-list-1202102340/,
Accessed04/02/2018
Monaco, E. Once Upon a FarmGives Parentsthe Best in OrganicBaby Food. OrganicAuthority, 9Jan
2018, http://www.organicauthority.com/once-upon-a-farm-knows-how-to-give-parents-the-best-in-
organic-baby-food/.Accessed03/07/2018
OrganicSpa, 2018, http://mediakit.organicspamagazine.com/media-kit-pdfs/,Accessed03/31/2018

24. Samuel Heavens 05/04/2018
24
Parents,2018, http://parentsmediakit.com/wp-
content/uploads/2018/03/PAR_MediaKit_2018_030718.pdf , Accessed04/02/2018
SunsetMagazine, https://www.sunset.com/general/about-us,Accessed03/31/2018
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kit/2017_sunset_ratecard_r5.pdf,Accessed03/31/2018
Walmart, https://www.walmart.com/ip/Plum-Organics-Baby-Food-Pear-Purple-Carrot-Blueberry-4-
0-OZ/34118460, Accessed03/30/2018
Wholesomebabyfood.montastic.com, Stage1 Baby Food Recipes – MakeFresh,Delicious Stage1
HomemadeBaby Food,
http://wholesomebabyfood.momtastic.com/stage1_homemade_baby_food_recipes.htm,Accessed
04/05/2018