Chocolate Devil Marketing

6.2c Ad Media Strategy

We are looking at using pulsing strategy. Chocolate Devil’s media activity will be maintained at a lower level over a period of time but during seasonal peaks we will be spending notably more and increase the media activity. We have to keep in mind that seasonal changes will affect the sales of Chocolate Devil. Demand for chocolate cookies rises during holidays and winter months when consumers are more likely to indulge.

We will focus on radio advertisement and cable TV as well as print.

Radio ads can be produced quickly and cover all of the key points of Chocolate Devil in an effective way. Radio ads can reach a lot of people including our target audience. Radio will allow us to repeat the most important information

We are looking at launching a strong campaign in September. We will communicate that Chocolate Devil is the unique chocolate cookie and introduce the brand in new markets. We aim at positioning Chocolate Devil as “the devilishly rich, dark chocolate cookie.”

We will spend $2.79million to launch the campaign in September. Our goal is to receive as high reach and frequency as possible. $1.7million will be spent on Radio ads, $978k on TV and $140k on print.

Our goal in October and November will be high reach and high frequency. The biggest portion of the budget for these two months will be spent on radio ads. We want consumers to find out about the free trip to “Chocolate Devil Island.”

December we will promote Chocolate Devil on a billboard since there are more consumer behind the wheel in the holiday season. Ads will run on TV and radio. Each medium is very popular during holiday season; Christmas parties at work/home, more free time, school break.

Radio ads will be predominant in January, February and March. In April and May we will continue radio and TV advertising on a smaller

Radio ads are cost effective. During early and late parts of the day women are on the road driving their children to and from daycare or school. Our target demographic typically enjoys entertaining radio stations and we will run :30 ads from Monday till Sunday. Even though on Saturday and Sunday women don’t have to drive their children to daycare or school, they still use their cars to do grocery shopping in the morning, take their children to various activities and take the family for dinner in the evening.

We will run :15 ads on TV (early and late fringe) and cable TV. We will focus on cable TV since cable spots are much cheaper than spots on broadcast TV. Cable TV will allow us to target specific groups of viewers. Our vehicles will be Family Channel and Food Network. We are looking at a carefully targeted audience rather than a big number of eyeballs watching our ads, to get the results. Cable's subscribers watch more television which is a big advantage for us.

Advertising expenditures will be highest during winter months. Demand for cookies is highest during Christmas season and winter months when consumers spend more time at home with families or