Target Audience Objective: Direct advertising toward primary users of Wuzzits. Users
are predominantly males (68.9%) age 18-44 (72.1%). Additional emphasis should be
placed on ages 18-34 and Spanish speaking members of the target.
Rationale: High usage indices for all users, Raider brand users,
and/or Redwing brand users. Ages 18-34 and Spanish speaking index at 125+.
Wuzzits - Spring 2005
Raider Brand
Report base: Adults
BASE
(000)
215830
103840
111990
USERS
(000)
25348
17472
7904
%
DOWN
100.0
68.9
31.2
%
ACROSS
11.7
16.8
7.1
Raider
INDEX
100
144
61
Redwing
INDEX
100
144
62
18-24
25-34
35-44
45-54
55-64
65 or over
27803
42277
48472
37632
24578
35067
4619
6610
6541
3529
1934
2116
18.2
26.1
25.8
13.9
7.6
8.3
16.6
15.6
13.5
9.4
7.9
6.0
142
133
115
80
68
51
113
121
110
115
72
56
Spanish Speaking
23115
3384
13.4
14.6
125
113
Total
Men
Women
Raider Brand Media Objectives – p. 1 of 6
Geography Objective: Direct advertising toward Wuzzits users nationwide with
additional emphasis in opportunity markets, particularly during the launch of the new
campaign. Opportunity markets are defined as those markets with above average BDI and
CDI, as well as significant overall sales levels.
Rationale: Marketing objectives & strategies call for national scope with limited
support in opportunity markets. Criteria for opportunity markets are based on
competitive nature of new sales message (requires high CDI) in addition to brand
sales potential (high BDI & significant sales).
Raider Brand Media Objectives – p. 2 of 6
Scheduling/Timing Objective: Introduce new creative in May. Schedule advertising
continuously throughout the year with heavy-up support in May/June as well as Jul/Aug.
Rationale: May is the first month of the peak selling season. Continuous advertising
is needed because all months have significant sales contributions (lowest brand
index is 83). May/June begins the new campaign, contains the year’s only sales
promotion, and begins the peak sales period. Jul/Aug are also peak sales months.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Cat.
Raider
Sales
Sales
Index
Index
83
87
90
95
111
116
122
112
101
92
94
97
83
85
90
95
112
117
121
113
102
91
95
97
Raider Brand Media Objectives – p. 3 of 6
Reach / Frequency Objective: Maintain highest levels of reach during campaign
introduction, medium to high reach during the remainder of the peak selling season, and
to the extent possible, medium reach throughout the year. Jan/Feb may be reduced to low
reach due to budget constraints.
Rationale: High levels of reach are called for when introducing a new campaign and
to match peak sales months. Medium reach is needed throughout the remainder of
the year since all months have significant sales contributions. Sales indices are
lowest in Jan/Feb.
Raider
Sales
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Index
Reach
83
85
90
95
112
117
121
113
102
91
95
97
low/med
low/med
medium
medium
high
high
med/high
med/high
medium
medium
medium
medium
Raider Brand Media Objectives – p. 4 of 6
Sales Promotion Objective: To the extent possible, without jeopardizing the overall
success of the plan, support the introductory sales promotion with additional media
impressions.
Rationale: Coordination of campaign introduction, peak selling season, and sales
promotion will maximize opportunities for success.
Raider Brand Media Objectives – p. 5 of 6
Media Budget Objective: Accomplish these objectives with a working media budget of
$50 million, with $43 million (86%) allocated to national media and the remaining $7
million (14%) to opportunity markets.
Rationale: Marketing objectives and strategies specify that no more than 15% of the
budget may be allocated to spot markets. Initial monthly allocations shown below
are based on previous media objectives.
National
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
GRP
%
National
(Adj.)
Spot
TOTAL
%
100
100
210
210
450
450
320
320
210
210
210
210
3000
3.3
3.3
7
7
15
15
10.7
10.7
7
7
7
7
$1,419,000
$1,419,000
$3,010,000
$3,010,000
$6,450,000
$6,450,000
$4,601,000
$4,601,000
$3,010,000
$3,010,000
$3,010,000
$3,010,000
$43,000,000
$1,500,000
$1,500,000
$3,000,000
$3,000,000
$7,000,000
$7,000,000
$4,000,000
$4,000,000
$3,000,000
$3,000,000
$3,000,000
$3,000,000
$43,000,000
$0
$0
$0
$0
$4,000,000
$1,500,000
$1,500,000
$0
$0
$0
$0
$0
$7,000,000
$1,500,000
$1,500,000
$3,000,000
$3,000,000
$11,000,000
$8,500,000
$5,500,000
$4,000,000
$3,000,000
$3,000,000
$3,000,000
$3,000,000
$50,000,000
3.0
3.0
6.0
6.0
22.0
17.0
11.0
8.0
6.0
6.0
6.0
6.0
100.0
Raider Brand Media Objectives – p. 6 of 6