Back to Media Planning and the Chobani campaign. We were asked to complete a media expenditure analysis, analyzing Chobani’s advertising expenditures as well as its competitors. After the analysis, we had to get creative and come up with our own event that will promote Chobani. Read the analysis below, or click the link to view it through Word document.MediaExpenditureExam3
Competitive Media Expenditure Analysis & Non -Traditional Recommendations
By Erica Totten
A1) Chobani Yogurt increased overall spending for advertising by $12,791,000 from 2009 to 2011. To increase awareness, Chobani advertised on network, spot, syndicated, and cable TV in 2011 to keep up with competitors. Most of Chobani’s competitors reached out to these media categories. Fage did not spend nearly as much as Chobani on advertising. In 2009 and 2010, Fage’s budget spent about a third of Chobani’s 2011 advertising budget. Activia increased its advertising spending on yogurt to $63,000,000 in 2008, which was double its budget in 2006. Activia used network, spot, and cable television advertising in 2006 but increased spending in 2008 to include magazine and syndicated television advertising in the media plan. Breyers Yogurt budget decreased by one-third from 2000 to 2003 because it no longer advertised in magazines, network TV, and cable TV.
A2) Most yogurt companies use magazine, network, spot, and cable television advertising. “Magazine advertising offers high quality production and color, flexible scheduling, selective readership, and flexibility in format. Readers can linger over advertisements, developing a more lasting effect with potential customers. Television allows the use of demonstration and visuals, has mass coverage, has a bigger impact on consumers with the combination of sight and sound, is versatile and has a higher repetition rate” (pg. 56). In a recent study, “when asked what media boosted awareness, 43 percent of those questioned said television. Television was named by 40 percent for increasing interest and 35 percent for increasing purchase consideration. Television made 33 percent want to purchase, 32 percent visit a Web site or store and 26 percent ultimately make a purchase” (Lafayette). (more…)
College Duck Tape® Strengthens Hog Pride December 5, 2011
Here is a press release about a tailgating event before the Homecoming game against South Carolina that promoted College Duck Tape®. This was written as a press release writing exercise in my PR Writing class. Read the press release below or click the link to view the press release.
Dr. Phyllis Miller
FOR IMMEDIATE RELEASE
College Duck Tape® Strengthens Hog Pride
Football fanatics go “Hog Wild” to show school spirit.
College Duck Tape is giving University of Arkansas fans another reason to stick their unique mascot, the Razorback, all across town. With football season in full force, students, alumni and other Hog fans are welcome to cheer on the home team at the College Duck Tape tailgating event.
Representatives from the College Duck Tape team will be tailgating at the Gardens on November 5, before the Homecoming game against the South Carolina Gamecocks to promote their newest product, Duck Tape customized for select college teams. Along with games of cornhole, photo opps and prizes, fans are encouraged to show off their most creative use of College Duck Tape for a chance to win up to $1,000. From creating pennants, flags, megaphones and koozies or decorating folding tables, chairs, coolers and tents, the possibilities are endless for displaying Hog pride. (more…)
Last Spring, I wrote an article about the preservation of the Frisco Train Depot, where Chipotle Mexican Grill is now located. My news story was published in the Traveler, the University of Arkansas school newspaper, at the end of April. Read the article below or click the link to download the Word document.
Chipotle To Open in the Frisco Depot
By Erica Totten
The historic Frisco Train Depot will get attention within the next month with the opening of Chipotle Mexican Grill, the latest addition to Dickson Street entertainment.
Although the depot has been honored in the National Registry of Historic Places, it still faces the danger of losing it’s listing in the registry or worse, being demolished altogether in the future.
Alterations made to the building over the past years could have resulted in its removal from the registry, however it still has merit for being a contributing structure in the West Dickson Historic District, said Paula Marinoni, a Fayetteville native and historic preservation advocate.
“Historic buildings are removed from the registry if the original architectural design is altered too much and if important elements are lost, changing its original integrity,” Marinoni said.
Marinoni called the depot the second most important historic building in Fayetteville after Old Main. “The depot opened northwest Arkansas to the outside world,” she said. Her family was originally from Italy and she attributed her devotion to preserving Fayetteville to her background as an Italian, she said. (more…)
This is the edited magazine ad. It’s still looking a little strange, so there will be more updated versions to come. The background image was created using Photoshop and then the text was added in Illustrator.
Click the picture for a full view of the ad.
In my creative strategy class, students have grouped into teams of 2-3 and picked a brand to use for a full advertising campaign. My group chose Bliss Cupcake Cafe, a local shop that only sells cupcakes. We will be creating a copy platform powerpoint, newspaper, magazine, radio and television ad, as well as a promotional packet.
I was in charge of creating the magazine ad, and this is what I’ve created. More work needs to be done, primarly remaking the logo and changing the perspective of the address and website.
Our group chose an iconic image, being Holly Golightly from Breakfast at Tiffany’s and replaced the croissant in her hand with a Bliss cupcake. We also chose Holly because we want the Bliss cupcake image to be one of sophistication and style, targeted to upper income men and women between the ages of 25-50. We targeted these kind of people because Bliss cupcakes are more expensive than the regular cupcake, but should be seen as an indulgence for the working adult.
We also revamped Bliss’ current slogan (“A mouthful of happy”) to “A little sin, a lot of Bliss.” The vibrant cupcake stands out among the black and white background. To view a bigger version of the magazine ad, click the image or link.
My media planning class has taken up a client, Chobani Yogurt, and has worked on different real-life projects, including this one which explores online advertising. Google Ad Words is a cheap and efficient way of advertising through search engines. I chose key words that Chobani could use if they chose to advertise through Google Ad Words and elaborated on the importance of each key word. I concluded with a thorough discussion of Google Ad Words in Chobani’s advertising campaign. Click the link to view the project.