Media Plan Part 2

Mr. Clean Eraser Extra Media Plan 2010

MEDIA PLAN Part 2Nguyen Tra My

May, 2010

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Content

s

1. Communication and media objectives.................................................................................................3

1.1. Communication objectives.........................................................................................................3

1.2. Media objectives..........................................................................................................................4

2. Promotional Mix Tools and Medium Selection....................................................................................5

2.1. The first campaign.......................................................................................................................5

2.2. The second campaign..................................................................................................................8

3. Vehicles Selection..............................................................................................................................10

3.1. The first campaign – Awareness Campaign...............................................................................10

3.2. The second campaign – Behavioral Campaign...........................................................................12

4. Schedule............................................................................................................................................19

5. Media campaign flow chart...............................................................................................................20

6. References.........................................................................................................................................21

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Mr. Clean Magic Extra Media Plan

This media plan is developed to promote Mr. Clean Magic Eraser Extra, a new product of

Protect & Gamble household care category, in two major markets: Sydney and Melbourne,

Australia. The target audience of the product is full-time employed female who have little time

spending on house work. Thus, Mr. Clean will help them reduce time and labor in cleaning

activities.

The media includes two advertising campaigns:

- The first campaign’s purpose is to create brand awareness among non-users, and will

last for the first five months.

- The second campaign’s purpose is to persuade the target audiences to choose Mr. Clean

among other brands in cleaning product category. This campaign will last for the rest 9

months.

1. Communication and media objectives

1.1. Communication objectives

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To create brand awareness of 80 percent of the target audience about the

appearance of Mr. Clean Magic Eraser Extra in Sydney and Melbourne during the

first three months of the campaign. This objective is based on the announcement

about the existence of the product at initial stage of the campaign and at the

very first level of communication task: the knowledge level. Thus, the percentage

of prospective customers is the highest and simple messages will be adopted.

To enhance interest and brand preference of the product among 60 percent of

the target audience in the next 2 months of the campaign. The communication

task of this objective is to communicate about the functional benefits and

features of Mr. Clean so that the consumers will have favorable attitude towards

the product.

To generate immediate buy of 50 percent of the target audience in the rest

period of the campaign. After the target consumers are persuaded about the

benefits of the product, we aim at encouraging current users to use it more

frequently or in more situations, as well as encouraging consumers who have

never used the brand to try it.

1.2. Media objectives

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50 % immediate response

60% brand preference

80% awareness


The first campaign: To reach 80% of target audiences with the frequency of 6

times per month during the period of the campaign. Mr. Clean is a Fast

Consumer Moving Good (FCMG), the product purchase cycle is short, mostly

lasts for four weeks. It means that the consumer is buying the brand about once

a month. Moreover, brand maturity of Mr. Clean in Australian market is low,

despite the fact is has been in the market for a while, its share of voice and share

of market is still low compared to other brands in the same product category

such as Unilever and Colgate-Palmolive ( Datamonitor, 2009). Thus, to achieve

the communication objective to create awareness of the target audience,

particularly non-users, we need to prioritize reach over frequency in this period.

The effective reach should be set at 80% to ensure that a wide range of

consumers is informed about the existence of Mr. Clean in the market. However,

the effective frequency should also be high because of the aggressive

competition among the brands in cleaning product category (Datamonitor,

2009), and because Mr. Clean is quick to be disposed, hence the product

purchase cycle is short.

The second campaign: To reach 50% of target audiences with the frequency of 8

times per month during the period of the campaign. This media objective is

determined by the second and the third communication objectives which aim at

attitudinal and behavioral change in consumers. In this period, when most of the

target audiences have already known about Mr. Clean, we should encourage

them to buy the product and constantly remind existing users to buy it. Hence

frequency should be prioritized over reach at this stage. The frequency is still

keep high, so that we can have effective brand recall. Moreover, the effective

reach should be kept at least at 50% so that we do not waste resources and lose

revenues.

2. Promotional Mix Tools and Medium Selection

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In order to effectively promote Mr. Clean to the target audiences within the time frame,

the media plan need to integrate a combination of different promotional mix tools as

followed.

2.1. The first campaign

Advertising: As the overall goal of this campaign is to create awareness of the

consumers, advertising is considered an appropriate tool thanks to its pervasiveness.

The reach for this campaign is 80%, thus advertising can help transmit the message to

mass consumers. We will adopt both indoor and outdoor advertising, and guerrilla

advertising so that the message will be exposed to a large number of target audiences,

and create curiosity towards the product.

These advertising media can have a wide coverage of the local markets and high level of

reach and frequency. Moreover, we can easily place it in many public spaces, resulting in

its ability to create awareness among the target audience. With outdoor guerrilla

advertising, we can have more creativity to send the message in a unique way that likely

to catch people’s attention. Moreover, it is also more cost-effective as compared to

other traditional tools. The infrastructures in major metropolitan cities in Australia allow

using these media more easily as well.

Poster: We will tell the personal story of Mr. Clean that helps many women with

cleaning job, through a series of posters displayed at different public places such

as car park sites, the main routes that office people going from home to works in

Melbourne and Sydney, and near the places that women tend to come such as

spas, beauty salon, super markets, grocery stores, etc. The first poster will show

the logo of Mr. Clean (inherently the friendly and strong image of a man in white

outfit), and the copy says: “Do you know this man?” The next will say: “His name

is Mr. Clean”. The next keeps continue: “Mr. Clean’s story is the story of

cleaning”. “Mr. Clean helps women clean the tomato sources and coffee stains

on the dining table”. And the posters can keep going into personal details of the

cleaning story of Mr. Clean. As the drivers drive along the route, the first posters

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will make them curious and look forward to reading the story along the way.

According to Outdoor Media Association, 2010, posters, as other roadside

media, can increase remarkably opportunity to see among the target audiences.

In other public places, the series of posters can be put in order of appearance.

The advantage of posters is we can place them almost everywhere, and it can

reach a mass number of people at the same time in public places. Moreover, it is

rapid to install the kit and remove previous posters, and also cost efficient.

Transit advertising – Floor and wall displays at the stations and bus stops: In

the subway stations, square-sections on the wall are painted in special color so

that they appear brighter than the surrounding spaces. At one corner of the

section, logo and copy of Mr. Clean (“Cleaned by Mr. Clean”) will be displayed,

but the main space is left blanked to create an impression of cleanness. In

addition, the long lines that people queue up when waiting for train are also

painted in that brighter color, and the logo and copy will be displayed at the end

of the line. Target at seeing sensory, people will be likely to look at the brighter

spaces on the wall and step on the brighter line on the floor. This will effectively

catch people’s attention when they have to wait for the train. The same thing

can be carried out on the pavement nearby the bus stops. As being displayed at

very crowded places like these; people will notice the brand name and its

function to strongly remove all dirt.

Guerrilla advertising: To promote the functional benefit that Mr. Clean Magic

Eraser Extra has very strong formula, we will paint a few artificial models of car

completely in white color, except for the glasses. They will be parked randomly

on the street, and in parking sites with a signage nearby, saying: “Cleaned by

Mr.Clean”. The material of the model must be light and water resistance so that

it can be flexibly placed at many public sites. Since the models are absolutely

white, it will be outstanding when placed near the other cars, and people will

pay attention and curiosity to it. If they want to know why it is completely white,

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they have to approach the car and read the signage. Consequently, they will

have awareness about Mr. Clean.

Stand-alone indoor advertising: A good place to show the women something is

female restroom. In this case, the advertisement includes logo of Mr. Clean and

the copy saying in a personal tone: “Mr. Clean helps you become the best

woman”. It will be placed at a corner of the mirror and behind the door of each

cabin in the restroom. Obviously, the advantage of this medium is its ability to

reach the target audience at high level and easily and effectively catch the target

audiences’ attention and awareness about the brand when they do something in

the restroom.

2.2. The second campaign

Due the aim of this campaign that aims at leverage purchase intention, we will adopt

a combination of different marketing mix tools, including product promotion, print

advertising, in-store decoration, and online advertising. As Mr. Clean is a low-

decision involvement product, the best reminder to a good cleaning product should

appear only when the consumers want to purchase it, such as when they go

shopping in the super market or online shopping from home. Thus, we will use the

combination of these mix tools at point of purchase for non-users and create highly

visual impact with magazine advertising to persuade the target audiences to buy the

product.

Point-of-purchase promotion (POP): This will be a gift voucher valued US$ 20 for

beauty services in major spas and beauty salons in Sydney and Melbourne. There

are two ways to get it. One is a lucky scratch card offer chance included in every

package of Mr.Clean. The other is to ask consumers to collect five packages of

Mr. Clean to exchange for the voucher. This target at common interest of

women hence will motivate them to purchase the product rather than other

brands. This kind of specialty offer is designed for reinforcement of the message.

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At no additional cost, repeat exposures to the advertising message will follow

the buyers when they save the packages or until they get the lucky card.

Print advertising: In an A4 magazine advertising, special ink is overprinted on a

picture of dining table to give the impression that real dirt and grimes are

covering the table. The magazines readers are invited to use the piece of Mr.

Clean inserted in the page, to swipe out the dirt and unveil the table. This will

give the audiences “real” experience in cleaning the surface of the table with Mr.

Clean. The advertising will be located at major women’s magazine in Australia so

that we can target the specific audiences. The reason to choose magazine is its

ability to reproduce with high quality (paper material, special ink), creative

flexibility (we can insert a small piece of swipe), and to engage with consumers

(inviting them to clean the “paper table”). Moreover, it has long life span, can be

travelled to particular places what women usually go to like beauty salons, spas,

etc.

In-store decoration: During the run of the second campaign, we will put plastic

frames, showing Mr. Clean logo and copy will be displayed on shelf, the floor

near the product, and on the handles on shopping trolleys in super markets and

groceries. The advantage of these media is to generate point-of-purchase

decision when Mr. Clean belong to low-involvement decision product category.

Sale promotion-Product sampling: In order to prove the cleaning power of Mr.

Clean, the target audiences will be offered product sampling at entrance gate of

major super market and grocery stores in Sydney and Melbourne. The 4Ps of Mr.

Clean are considered very suitable to do sampling campaign. Firstly, Mr. Clean

has a relative low price which is priced at AU$1.5/ each (Australian’s Grocery

Best Price Directory, 2010), so samples do not cost too much. Secondly, the

product is divisible, can be packaged into small sample size. Thirdly, the purchase

cycle is relatively short, so the consumers will consider an immediate purchase

or will not forget about the brand before the next purchase occasion. We will

hire temporary demonstrators who set up a table or booth at the entrance gate

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of supermarkets and grocery stores, prepare small samples of Mr. Clean, and

pass them out to the target audiences. This technique will help target at the right

audiences at the right time when they possibly have intention to buy house care

products.

Online advertising: An appropriate way to remind the customers about a FCMG

brand is to display the brand name at point-of-purchase time. We will use

behavioral targeting as directional ads to tell the audiences where to buy Mr.

Clean. Based on women’s website surfing behaviors, and by compiling

clickstream date and Internet protocol (IP) information from Sydney and

Melbourne, segments of the target consumers can be identified and ads directed

specifically to them. The ad of Mr. Clean will appear on online popular shopping

websites in Australia of which women are frequent visitors. When they want to

buy cleaning products, based on the searching and clicking behavior on those

websites, the ad will appear to remind them. This medium is considered as cost-

effective, and can reach specific target audience at the right time when they

have purchase intention.

The reason to choose online advertising is the blooming number of Internet

users shopping online from home. According to Australian Bureau of Statistics,

the percentage of people use Internet for online shopping accounts to 53% in

metropolitan cities such as Sydney and Melbourne (Australian Bureau of

Statistics, 2008).

3. Vehicles Selection

3.1. The first campaign – Awareness Campaign

Posters: Roadside posters will be placed at main traffic routes in Sydney and

Melbourne. According to Sydney Motorways’ website (2010), the main routes

for motorway in Sydney are New South Head Road, Gore Hill Freeway, Windsor

Road, and South West Motorway, etc. The venues to place the posters in

Melbourne are City Road, Wellington Parade, St Kilda Road, and Victoria Street,

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etc. (Australia Tourist Guide, 2010). Also according to these maps, these routes

are heading or nearby major supermarkets and grocery stores in Sydney and

Melbourne, hence the audiences will be more likely to pay attention to the

posters and the brand name if they come to supermarkets and stores. The size

for the poster should be slightly above average, which is about 4x3m – 6x3m so

that we can grasp people’s attention. Assume that we will create a series of 5

posters, and place them at 10 main roads in Sydney and Melbourne, each route

has 1 series hence we need 50 series. According to GetPrice (2010), the printing

and installation cost for that size of poster is about $US50, so the total budget

for the posters will be US$2500.

Transit advertising: The wall and floor displays will be placed at central stations

in Sydney (such as Circular Quay, Wynyard, Town Hall, Central, Museum and St

James Stations), and in Melbourne (Flinders, Swanston, Richmond, and

Windsor). The painting fees for the displays of brighter spaces with special inks

are relative low, we estimate at around US$3000. For the specific advertising

price at railway stations and bus stops, we also need to contact authorities such

as Advertising Federation of Australia (http://www.afa.org.au/), and Outdoor

Media Association (http://oma.org.au/). The total cost for production and

advertising license is expected at US$6000.

Guerrilla Advertising: We will park the white artificial models of car at major

parking places in Sydney and Melbourne. The cost for painting color and making

the models are very low, we believe US$1000 is enough. However, in order to

legally park such models in public places, we need to ask advertising license and

permission from the Department of Media and Communication Services in New

South Wales and Victoria Public Transportation Associations

(http://www.nsw.gov.au/, and http://www.vic.gov.au/). US$2000 is enough to

cover the sum of guerrilla advertising fee.

Stand-alone indoor advertising: For the logo and copy display in female rest

rooms, we will create stickers to stick on the mirror and the cabin doors. The

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http://www.vic.gov.au/

http://www.nsw.gov.au/

http://oma.org.au/

http://www.afa.org.au/


production cost for stickers is very low; we decide to spend US$1000 on this.

Moreover, we need to include the advertising fees in female WCs in major

shopping malls in both Sydney and Melbourne, such as Queen Victoria Building,

Capitol Square, Sky View Shopping Plaza, etc. These venues are very popular

among women, hence the level of exposure is very high. The fees are estimated

at about US$ 2000.

First campaign’s media and vehicles selection

Medium and

toolVehicle

Estimated

CostVenue Time

Outdoor

advertising

Roadside

posters$2500

Sydney: Circular Quay, Wynyard,

Town Hall, Central, Museum and St

James Stations.

Melbourne: City Road, Wellington

Parade, St Kilda Road, and Victoria

Street

2

months

Transit wall &

floor displays$6000

Major train stations and bus stops in

Sydney and Melbourne

2

month

Guerrilla

advertising

Car artificial

models$2000 Car parks in main buildings

1

month

Stand-alone

indoorMirror displays $2000

Female restrooms at Queen Victoria

Building, Capitol Square, Sky View

Shopping Plaza.

1

month

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3.2. The second campaign – Behavioral Campaign

Gift voucher: We allocate a package of 1000 gift vouchers valued US$ 20 for

beauty services in major beauty salons and spas in Sydney and Melbourne. We

will make the contract proposal with them and corporate to produce the

vouchers. Thus, we have to pay the spas and salons a total amount of US$20,000

for the package. This amount is not too big for the budget and reasonable since

it targets at the common interest of women.

Magazine advertising: As Mr. Clean has short product purchase cycle, we need

to advertise it weekly. A number of weekly women magazines which are popular

in Australia will be selected as followed:

Woman’s Day: This is Australia's number-one selling weekly magazine reaching

one in five Australian women each week across all cities, towns and

demographics. Its content varies from recipes and the latest in beauty, fashion,

food, health and family advice. It has high quality printing, and the level of

sophistication of the material is very relevant to the creativity of the ads. In

2009, the readership is 2,056,000, and circulation is 409,521. The core target

audiences is women aged 25-54 (Woman’s Day-ACP Magazine, 2010). To

advertise on this magazine will help us target the specific target audiences,

thanks to its large readership of median age women.

Australian House & Garden: This magazine “helps readers create a home that

says 'wow'” (ACP, 2010). It covers people's wonderful houses on view, heaps of

homewares to buy, gardens to walk through, food to cook and health, wealth

and beauty advice. Thus, this is a very appropriate place to advertise house care

cleaning product like Mr. Clean. Its core readers are women aged 25-54 who

have concern about their household care. In 2009, it had the circulation at

100,326 and readership at 550,000 (Australian House & Garden, ACP Magazine,

2010). Due to the content of the magazine which is very relevant to our product

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category, advertising on this magazine can create a high level of brand

preference and interest among the target audiences.

Title Size Insertion Readershi

p

CPM Amount

(AUD)

Amount

(USD)

Woman’s

Day

Full

page

4 2,056,000 140 115,444 102,471

Australian

House &

Garden

Full

page

4 550,000 21 48,815 43,330

Total 145,801

Mr. Clean magazine advertising

Online advertising: We choose to advertise on the website of the most popular

grocery store in Australia, Woolworths. According to initial research in stage 1,

we have identified that consumers usually buy household care products in major

grocery stores. Hence, to advertise on Woolworths online will help target at the

specific potential buyers at point-of-purchase. According to Woolworths online

Sampling and Advertising Guide (2010), 70% of their shoppers are female, the

website receives over 2.8 million page impressions per month, consisting of

130,000 unique browsers, a rate which is constantly growing. Base on the fore

mentioned source, further information on online advertising on Woolworths is in

the table below:

Circulation Cost per month CPM Technical requirements

New South Wales – Sydney:

77,500

Homepage banners: $

2,50033

- Adverts must be submitted

in jpeg

or gif format.Victoria - Melbourne: Department banners: 48

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37,000 $1,800- All advert image sizes are

to be

482 pixels wide x 100 pixels

high.

Mr. Clean magazine advertising (second campaign)

As the CPMs for the two online spaces on Woolworths is very low, and they have

the majority of shoppers is women, this is a very effective and efficient vehicle to

target at the right audiences.

Product sampling: In order to increase the consistency, we need to advertise at

the same venues with online advertising - Woolworths stores in Sydney and

Melbourne. Also according to Woolworths online Sampling and Advertising

Guide (2010), they have comprehensive sampling allows reaching the broadest

possible audience by targeting over 8,000 households each week. The set-up

cost and rate in Woolworths is low, at $300 for a four week campaign

(Woolworths online Sampling and Advertising Guide (2010). Hence, this is a great

vehicle to market to the selected audiences, at the selected geographic location

or even test market against a competitor product. The estimated cost for the

sampling package run for 1 month is US$5000.

In-store advertising: In major supermarkets and grocery stores, we will use

different types of in-store decoration to remind the consumers about the brand

and encourage them to purchase the producti. The total cost for different types

of in-store ads is estimated at US$3000.

Shopping cart signage: Logo display on carts and handles of shopping trolleys.

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Cart – size: 204mm x 224mm (Woolworths Media Kit, 2010).

Handle of shopping trolleys. (Thames & Hudson, 2006)

Floor: The ads will appear on the floor, right in front of the product shelf. It will

have the size of 889mm x 647mm (Woolworths Media Kit, 2010)

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Floor advertisement. (Woolworths Media Kit, 2010)

Header cards inserted on product shelf: They will be put on product shelf to

catch customers’ attention. As this is a low-involvement decision product, the

cards will motivate the consumers to purchase the brand.

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Header card (Woolworths Media Kit, 2010)

Second campaign’s media & vehicles selection

Medium and tool Vehicle Estimated Venue Time

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cost

POP promotion Gift vouchers $20,000 Inserted in

package or

exchanged at

shopping

counters

2 months

Magazine

advertising

Woman’s Day

Australian House

& Garden

$145,801 Sydney &

Melbourne

1 month

Online

advertising

Banners $12,900 Woolworths

homepage &

department

websites

2 months

Sale promotion Product sampling $5000 Entrance gates at

major grocery

stores &

supermarkets

1 month

In-store

decoration

Shopping cart

signages, floor

and product

self’s displays

$3000 Woolworths

stores in Sydney

& Melbourne

2 months

4. Schedule

Since Mr. Clean has short product purchase cycle, we need to cover a lot of weeks.

Hence, a combination of continuity and pulshing schedule is considered to be

appropriate. The whole schedule is divided into two campaigns: the awareness

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campaign which will last for the first three months will have continuity schedule, and

the attitudinal and behavioral campaign which will last for the rest nine months will

have pulshing schedule.

In the first campaign, continuity schedule is employed because we can have a

combination of burst and drip throughout the year. From January to May, there will be a

moderate budget for the tools mix of outdoor, indoor, and guerrilla media in order to

target at mass audiences at cheap prices.

In the next campaign, as we aim at increase purchase decision, we need to have a more

aggressive budget for the schedule. Therefore, pulshing schedule with push period will

effectively encourage consumers to buy the product. The most focused period is from

July to September at summer buying time; we will use the combination of gift voucher,

product sampling, magazine ads, and online ads. The rest of the campaign, from

September onwards, the goal is to maintain buying behavior among the target

audiences, hence lesser budget is spent on in-store advertising.

January

Febru

aryMarc

hApril

MayJune

July

August

Septem

ber

October

November

December

$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

$140,000.00

$160,000.00

Mr. Clean media schedule

First campaignSecond campaign

Budg

et

5. Media campaign flow chart

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6. References

- Australia Tourist Guide, 2010, Map of Melbourne - Victoria Tourist Guide, viewed May 7,

2010, http://www.sydney-australia.biz/maps/victoria/map-of-melbourne.php

- Australian Bureau of Statistics, 2008, Internet access at home, viewed May 1, 2010,

http://www.abs.gov.au/ausstats/[email protected]/Lookup/8070DD7B8F223B04CA25748E0012

4112?opendocument

- Getprice, 2010, Posters prices from hundreds of Australian stores, Get price, compare

before you buy, viewed May 2, 2010, http://www.getprice.com.au/posters.htm

- Grocery Shopping List Supermarket Comparison, 2010, “Home Care Prices -

Supermarket Comparison”, Best Price Directory - Compare Prices Online, viewed March

20, 2010, http://grocery.bestpricedirectory.com.au/advanced_search_result.php?

keywords=mr.clean&x=0&y=0

- Outdoor Media Association,2010, Audience Measurement, viewed May 3, 2010,

http://oma.org.au/content/id/78/Audience-Measurement/

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http://grocery.bestpricedirectory.com.au/advanced_search_result.php?keywords=mr.clean&x=0&y=0

http://grocery.bestpricedirectory.com.au/advanced_search_result.php?keywords=mr.clean&x=0&y=0

http://www.getprice.com.au/posters.htm

http://www.abs.gov.au/ausstats/[email protected]/Lookup/8070DD7B8F223B04CA25748E00124112?opendocument

http://www.abs.gov.au/ausstats/[email protected]/Lookup/8070DD7B8F223B04CA25748E00124112?opendocument

http://www.sydney-australia.biz/maps/victoria/map-of-melbourne.php


- Sydney Orbital Networks, Sydney Motorways, viewed May 3 2010,

http://sydneymotorways.com/rta_map.html

- Thames & Hudson, 2006, Advertising is dead, long live advertising!, Thames & Hudson

Inc, New York.

- New South Wales Government, 2010, City Rails, Station and Map, viewed May 4, 2010,

http://www.cityrail.info/

- Wow Media, Woolworths Media Kit, 2010, viewed May 5, 2010,

http://www.wowlink.com.au/cmgt/wcm/connect/4acb8b804198df23ba4cbffb214f889b

/Wow_Media_Kit_2010_v2.pdf?MOD=AJPERES

- Woolworths online shop, 2010,Woolworths online Sampling and Advertising Guide

viewed May 6, 2010,

http://www.wowlink.com.au/cmgt/wcm/connect/2f2b64004f02d6aa82fa8b64aa8be21f

/Woolworths+Online+Vendor+Promo+Pack.pdf?MOD=AJPERES

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http://www.wowlink.com.au/cmgt/wcm/connect/2f2b64004f02d6aa82fa8b64aa8be21f/Woolworths+Online+Vendor+Promo+Pack.pdf?MOD=AJPERES

http://www.wowlink.com.au/cmgt/wcm/connect/2f2b64004f02d6aa82fa8b64aa8be21f/Woolworths+Online+Vendor+Promo+Pack.pdf?MOD=AJPERES

http://www.wowlink.com.au/cmgt/wcm/connect/4acb8b804198df23ba4cbffb214f889b/Wow_Media_Kit_2010_v2.pdf?MOD=AJPERES

http://www.wowlink.com.au/cmgt/wcm/connect/4acb8b804198df23ba4cbffb214f889b/Wow_Media_Kit_2010_v2.pdf?MOD=AJPERES

http://www.cityrail.info/

http://sydneymotorways.com/rta_map.html

i All images included in this paper only have exemplar value.

Media Plan Part 2

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