Carrie Skuzeski

May 14, 2013

Principles of Advertising
Ad Campaign
Media Plan: Neutrogena Naturals Purifying Facial Cleanser
Media Plan:
Audience Objectives:
To reach women between the ages of approximately 15 and 35 who are active,
like being outdoors and appreciate nature and wildlife. These women will be educated,
employed, knowledgeable about current events, tend to have a liberal political outlook
and care about conserving the environment. They will most likely be located on the East
and West Coasts of the United States, because such areas tend to have citizens who
endorse progressive initiatives to preserve the environment.
Message-distribution objectives:
The desired message weight for the campaign will be approximately 40 million
women across the East and West Coasts of the United States. The coastlines account for
the most heavily populated areas of the United States; nearly 53 percent of the countrys
total population resides there. Therefore, the ads will reach a significant number of
members in the target audience. The advertisements will be most effective if they run in
the spring and early summer. The likely consumers of Neutrogena Naturals Facial
Cleanser value protecting nature and wildlife. They engage in outdoor activities and new
experiences. Therefore, it would be successful to run the ads before the seasons of good
weather that usually draw active people from their cold winter caves. Because the

approaching warm weather will remind the targeted audience for their love of nature, and
motivate them to buy products with minimal impact to the environment. Running the ads
after the Christmas season is smart because face wash is not a staple holiday gift. Also,
likely purchasers will have time to recuperate funds depleted from the expensive holiday
season. They will finally have money to purchase themselves products in the spring and
summer. Therefore, the ad will run from February 1 until August 1. It will be best to run
the ad in the morning and in the evening, in between hours women will most likely be at
work. This is important because the type of women who will care about the environment
and want to buy the product will most likely be employed. The desired average frequency
for each member of the audience would be 12 times minimum. Although this is relatively
high, it is necessary because there is such an abundant selection of face washes at stores.
Therefore, it is important that women see the advertisement enough times that they will
recognize and remember to buy the product while at a store.
Media Strategy:
Media Classes:
The first media class this ad campaign will use is cable television. Using
television will be highly effective because it reaches a broad range of audiences, such as
the East and West Coasts. A television ad would allow the creatives to display messages
that are exciting yet thorough. A television ad grants enough time to explain the products
ability to clean skin while also being eco-friendly. Cable television is valuable because
you can run an ad on a specific show to reach members of a particular target audience.
The second media class will be magazines. Although consumers have continued
to buy fewer magazines since 2011, magazines provide an opportunity to reach a specific

type of consumer. Running ads in magazines geared toward younger, successful and
environmentally conscious women will guarantee that the correct type of audience is
being reached. Using both television and magazines ads is important. The two media
classes will combine to reinforce the products benefits and help the ads to resonate
within the audience members.
Media Vehicles:
The first media class used in this campaign is cable television. The likely
purchases of the product are women who will watch ABC, NBC, the Style Network,
MTV, HGTV and the Discovery Channel. ABC and NBC are two of the most heavily
watched networks. The Style Network, MTV and HGTV will surely reach younger
women interested in buying beauty products. The Discovery Channel will certainly reach
audience members who enjoy being outdoors and are interested in promoting
environmental conservation. All of these channels have a significant number of viewers
(Lauria, 2010). Therefore, using these channels designates that the desired audience
members are viewing the ad. This ensures that the advertising budget is being spent
efficiently.
The magazines that will be used are Better Homes and Gardens, Cosmopolitan,
Womans Day and Glamour. All of these magazines are among the top 25 most circulated
magazines in the United States (Matsa, 2012). They are all directed toward women.
Better Homes and Gardens and Womens Day will attract older women that are included
in the target audience. Cosmopolitan and Glamour will reach the younger women in
target audience. Furthermore, all of these magazines will attract readers who most likely
use face wash. These magazines are known for advertising beauty products, including

face wash, to women. Readers have come to trust these magazines to provide information
about beauty products and feature the highest quality products. Therefore, running the ads
in these magazines will establish credibility for Neutrogena Naturals Clarifying Facial
Cleanser. Most importantly, it will confirm that women within the desired target audience
are being reaching with the ad.
Size/Length of Ads:
The television ads will be 15 seconds long. Although this may seem short,
consumers are increasingly neglecting to become and remain engaged in an
advertisement. Therefore, 15 seconds is long enough to explain the products benefits
while not inconveniencing or annoying viewers. The ads in magazines will be full-length
and 4-color.
Positioning of Ads:
The television ads on NBC and ABC will run throughout the day in order to reach
an elevated number of the already high number of viewers on the network. This will
allow for members of the target audience who do not work during the day to see the ads.
The ads on MTV, The Style Network, HGTV and the Discovery Network will run in the
morning and in the evening. Likely purchases of the product will have a job, and
therefore they will most likely watch television before and after this job. Because we are
running ads on numerous networks, it is not feasible to assume that a budget can pay for
the ads to run the entire day. Using an all-day schedule on NBC and ABC, and a
morning-evening schedule with remaining networks, will reach the desired audience
weight and not be overly expensive.

It would be most effective if the print ad is placed on the front, inside cover of all
of the magazines. This is one of the most heavily viewed areas of magazines. A 4-color
ad would be most appealing as well (Arens, 2011).
Schedule of Insertions:
Because there are multiple magazines in which we wish to advertise our product,
it is not realistic to assume that we can afford to run an ad at an exceedingly frequent rate.
Also, these magazines are monthly publications. Therefore, it would be best to run an ad
in each magazine four times throughout the . This will also prevent readers from
becoming bored with seeing the same ad countless times.
The television ads for ABC and NBC should run periodically throughout the day
between 7 a.m. and 10 p.m. For the remaining networks, the ads should run from 7 a.m.
to 11 a.m., and then 4 p.m. to 10 p.m. This will ensure that all East and West coast
womenemployed, unemployed or on unconventional scheduleswill see the ad.

Budget:
Media
Vehicle

Ad
size/length

Cost per
insertion

Number of
insertions

Total cost
for
schedule

Audience
size (or
rating)

CPM (or
CPP)

Better Homes
and Gardens
magazine

2nd Cover (4color)

$526, 420

$2,105,680

1,560,000
x4
=6,240,000

$6.53

HGTVs
Travel
Channel

:15 spot

$8,460

30

$253,000

1,460,000 x
30 =
43,800,000

$8.74

Totals

$2,358,680

50,040,000

References
Arens, W. (2011). M: Advertising, 12 ed. McGraw-Hill Publishing Company.
Lauria, P. (2010, September 30). The 25 most valuable cable channels. The Daily Beast.
Retrieved on May 11, 2013 from http://thebea.st/15HZNHs
Matsa, K. E. (2012). Magazines: By the numbers. State of the Media. Retrieved on May
12, 2013 from http://bit.ly/wFle1R
Rates and Dates. (2013). Better Homes and Gardens. Retrieved on May 13, 2013 from
http://bit.ly/T1awEl
Advertising. (2013). Discovery Communications. Retrieved on May 13, 2013 from
http://bit.ly/cvSZln