IMC 7-8 - Trystan Williams For the Doritos advertising...

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Trystan Williams For the Doritos advertising campaign that I have proposed, I think that the reach percentage for the target audience of teenagers and middle class families should be between 75%-80%. A direct increase of possible consumers seeing these commercials on TV ads, magazine ads, and in store ads could drastically increase sales. It would also be important that the potential consumer saw these ads repeatedly in different ways. For example, it is important that the consumer sees the TV commercial two times, the in store ad once, and the magazine ad twice because it will then become familiar and something that is easily remembered. It is also important that the TV commercials are shown not only on stations like CBS, Fox, and ESPN, but also stations like TNT, MTV, in order to catch the attention of the potential consumers who do not watch sports. It is important that of the 80% of reach audience, some sort of add is seen at least four or five times during that period, averaging at least one ad per week. The key marketing strategy I have in order to accomplish my reach goal and my frequency goal would include featuring the commercials on different stations that just sports, as stated above. Yes, it is important to have the Doritos commercials on stations like CBS, Fox, ESPN, and the but it is also important to have it on family channels such as TBS, and possibly even Game Show Network, along with MTV for the teenagers. The target audience is families and teenagers and a lot of families spend time together watching sports making the sports aspect of this campaign crucial. The main goal for this media plan will include hitting my reach goal with 80% and having some sort of ad seen once a week. Memorable ads also play a large part in hitting the goals, someone is more likely to remember an ad and want to purchase the product if the commercial is something they can remember and enjoy. The geography of this IMC plan would be the United States because they tend to not eat as healthy as other countries, they also
put a lot of emphasis on sports making it the perfect area to do so. The Frito Lay company is also based out of Texas according to Hoovers, making this a sensible location. For the media vehicles,

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