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Doctor Pepper - Situation Analysis. Executive Summary In this media and advertising
proposal we hope to accomplish the objectives set for the brand, Dr. Pepper. ...
... The ‘hype’ in the ads that pepper the evening ... a number of ways that everyone can
improve the situation. ... their care and the cost of doctor’s appointments. ...
... Team doctor Andrew Parker ... of this abuse can go and talk to others like themselves
and get through the situation without fear ... Cops’ pepper shot kills student. ...
... Dr. Pepper. 23. ... 29. What term was coined by Arnold Toynbee in 1889, describing the
economic situation from 1740 to 1840? ... Patient and his Doctor 14. Sony 15. ...
... My dream, then, anticipates this situation: It is my wife's ... In a careful analysis
one is able to feel whether ... had a fresh attack, which the doctor had declared ...
Submitted by josephhose on June 23, 2006
Category: Miscellaneous
Words: 1163 | Pages: 5
Views: 364
Popularity Rank: 24,399
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Executive Summary
In this media and advertising proposal we hope to accomplish the objectives set for the brand, Dr. Pepper. Our objectives consist of: raising sales by 10 percent, reaching the new selected target market, raising brand loyalty among consumers, connecting Dr. Pepper as an alcoholic drink and also creating a popular and hip image for Dr. Pepper on college campuses. The target market that will be the focus of this plan is men and women from ages 18-26. The media plan will mostly concentrate on college campuses in the United States, gearing towards both undergraduate and graduate students. Through our creative media plan we hope to change the image of Dr. Pepper to suite our target market and increase sales for the brand.
To even the competition between the industry leaders and Dr. Pepper, we chose four media vehicles that Pepsi and Coke had previously been using while Dr. Pepper did not. The scheduling for using these media vehicles at specific times during the year was planned out accordingly to best capture our new selected target market. Our national campaign was set up to reach our new audience.
Dr. Pepper’s ad budget is 52.6% of its 2005 sales. With Coke and Pepsi’s budgets both being under 10% of their 2005 sales, it’s interesting to see how the companies differ. The strongest markets for Dr. Pepper remain in the South and new concentration will be implemented throughout the Midwest to gain loyal consumers. Various media classes are used to reach our target market in the most efficient and effective manner possible and justification is given throughout.
With our reach, GRP, and frequency distributed as they are, we are hoping that our target audience is influenced enough to meet our media plan goals. Our media objectives are situated so that our reach will continue to increase throughout the year, along with increase exposure in the right media vehicles at the right time...
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