Media

Plan/ April 17

2008
Creativ
e
Strateg
y
Advertising
Jenny Block, Oscar Martinez, Lauren Zielinski, Liz Mehr 483 Final
Project
MEDIA STRATEGY

Objectives

We feel that in order to successful reach our target audience; we will implement a media
campaign, launched specifically in Southern states, that reaches African-American, low-income,
family women. Through our integrated use of both traditional and non-traditional media sources,
we plan on effectively reaching our audience with the incorporation of television, magazines,
radio, and newspapers. We believe that these media will allow for a successful campaign
towards gaining the attention of low-income, African-Americans in Beneful. We hope to also
exhibit how consumers can have healthy choices even with lower prices.

Emphasis/budget

We have decided to concentrate more of our media strategy on the use of traditional media such
as television, radio, magazines, and newspapers. We have chosen to place a strong emphasis on
the use of television advertisements because according to research, “African-Americans watch
40 percent more TV than the general market,” (Miller & Kemp 63). Our second focus will be on
the use of radio advertisements due to the “95.1 percent of African Americans aged 12 and
older,” (Miller & Kemp 60) that it reaches. Our third largest media investment will come in the
form of print media, specifically magazines and newspapers which are “a major trusted source of
information” (Miller & Kemp 64) by the African American population.

TRADITIONAL MEDIA: 70%

 Traditional Media Expenditures

30%

Television
25% Radio
Magazines
Newspapers

5%
40%

Television: 40%

• TBS
• BET
• ABC
• UPN
• HBO
• FOX

As explained above, research has shown that African Americans watch much more television
than the general market. At a rate, of 75.8 hours per week, television makes up much of the
leisure time of African Americans Specifically, African American women watch almost 8 hours
more of television per week than the general market of women (Miller & Kemp 64). Research
has also proven that African Americans find cable television to be a good investment and
therefore spend almost $3 billion in total. African Americans subscribe to cable at a rate of 78
percent, making the medium a highly desired market for advertising. Due to these statistics, we
feel that the medium of television is an extremely valuable market towards African American,
low-income family women, aged 24 to 49. The ads will be issued across several cable
networks, with an emphasis on UPN and TBS, from 7 PM to Midnight, which typically show
black-orientated shows, such as Tyler Perry’s House of Payne, My Wife and Kids, and
Girlfriends.

Radio: 30%
 • Urban Contemporary
• Rhythmic/Contemporary Hit Radio
• Urban Adult Contemporary
• Religious

Radio is one of the ways to reach the African American public due to its place as the top medium
for the market segment. Not only is radio a venue for music, it is a place where black citizens
can voice their opinions in a relevant way. Urban radio formats, targeted at specifically African-
Americans, reach more Black adults than any other format and rank extremely high in all major
metropolitan areas (Miller & Kemp 61). Blacks see urban radio as part of their culture, each
message that comes across it has been specifically targeted towards them, something that they
find in other media. We have chosen to broadcast our advertisements during peak listening
hours, during both morning and evening commutes (7-9 AM and 4:45-7:00 PM). We feel that
during these times, our target audience, working-class female, will be most likely to be tuning in.

Magazines: 25%

• Essence
• Black Enterprise
• Ebony
• Today’s Black Women

“Credibility is given to Black media since they are from ‘our perspective’ with information being
trusted in magazines by 87 percent,” (Miller & Kemp 65). At a rate of 82.3 percent of African
Americans looking to magazines for product information, magazines have become a lucrative
media source for advertisers. Black magazines have become a major source of information that
many African Americans look to when deciding on consumer behaviors. By placing ads in the
above magazines, we hope to reach our target female consumer and help to position Beneful as
the trusted dog food choice.

Newspapers: 5%

• Atlanta Examiner
• Atlanta Daily World
• Atlanta Journal-Constitution
• Georgia Chronicle
An overwhelmingly seventy percent of Blacks read newspapers and spend more time reading
newspaper ads than do white consumers. African Americans look to newspapers as their source
of credible information of where to take their business. At a rate of 77.5 percent, they look to
newspapers as sources of product information (Miller & Kemp 64). With this in mind, we have
decided to launch newspaper ads in the top four newspapers of Georgia. In doing this, we hope
to target our audience as they read the newspaper during their coffee break or while they are
waiting for their children to get home from school. By including Beneful advertisements in one
of the most trusted mediums of blacks, we hope to gain the attention and respect of low-income,
family women.

NON TRADITIONAL MEDIA: 30%

Sponsorship: 50%
• Oprah Winfrey
• Global Pet Expo
• Dog Parks
Our agency wants to approach the African-American market using the majority of non-traditional
media expenditures on celebrity sponsorship. Pepper Miller and Her Kemp state that the
African-American community seeks to look “normal” and free of stereotypes1. Capitalizing on
this insight, Oprah Winfrey was chosen as the perfect candidate to promote Beneful. For one,
Winfrey is a well known and respected affluent African-American business woman and can more
properly depict the community then say, a sports player or rapper. Caring and raising dogs are a
part of Winfrey’s persona, in fact, her pets often catch articles in magazines and such, including
her extensive collection.
The Global Pet Expo is an international collaboration of pet owners and is the second major
expense in sponsorship. Banners, Frisbees with Beneful labels, and promotional labeling will
adorn the entire event. Since it is international, brand awareness can expand and generate new
brand preferences. Associating with the Expo could also increase the credibility of the product,
injecting some prestige to Beneful.
Finally, opening and supporting current Dog Parks will be the final step in sponsorship. The
park would be named similarly to U.S. Cellular field but to a dog park, for example, Beneful
Park. Dog Walkathons organized for the grand opening or honoring of a park will be a part of
the festivity. Owners will be able to complete walkathons with their dogs to support the event
and receive promotional prizes.

Outdoor: 35%
• Billboards
• Bus Benches
• Side Bus Advertising
• Taxi Advertising
• Dog Park signs
The female women that we are targeting would spend much of their time outside. From driving
short distances for groceries, up to driving to and from work, and “soccer mom” duties, our
target market spends time on the road. This makes outdoor reminders an essential element to our
non-traditional marketing plan. Highway placements of these ads are key and can tap into the
market quickly and efficiently, eventually serving as a reminder for those who frequent certain
routes.
The African-American consumer responds well from ads placed on the transit, according to
Miller and Kemp2, and hence plays an important role in our campaign. Bus benches, highway
billboards, taxi-cab, and buses displaying the Beneful name will generate resonance and new
frequency in our product to our target market. The routes chosen and the regional sections that
the target primarily frequent will be the focus on the ad placements.

Other: 15%
• Store Aisle Monitors
• Shopping Cart Labels
• Word of Mouth
In store promotional efforts can increase the frequency of buys and revenue. Placing ad spots
within the store can stimulate changes at the “point of purchase” or offer an option to a deciding
consumer. The lanes to pay for your groceries will thus display the Beneful product to
consumers and works to provide the target with a relevant and convenient offer to a prospective
buyer. The image will display the product to them in a natural and easy state that will catch the
eye of the consumer, stimulating them for the at point purchase. The same applies for shopping
carts posting the Beneful name at the front and seat of it.
Word of mouth is always a tough factor to fight against, considering that people trust their own
friends first over that of someone who is paid to tell you the product is good and is important to
the extension of the brand name over periods of time. This will also gain credibility to our
product amongst family members and hopefully spread outward through email, combine with
our sponsorships and celebrity figure Oprah to snowball into a giant.

Scheduling

Due to the nature of our target market, the need for a pulsing schedule strategy is needed.
Beneful is a product that is needed throughout the year and must be reminded of. However, there
are major months where the intensity of individual events and expenditures will be increased.
Black History Month will experience the first “pulse”. The majority of the events will occur
when the consumer comes out the most and is constantly reminded of their pet, also, pets are
often most bought during this time. The time corresponds with the start of spring and the
duration of summer. This is when the largest portion of expenditures and events will occur.
Finally during the fall/winter time, there will be one last “pulse” to remind the market about the
product. According to Miller and Kemp3, the African-American market runs on “Kairos Time”
and thus makes targeting in spasms and during peak time for purchasing dog food.
Ad
Intensity
10 = High
1 = Low

Month
BENEFUL’S ADVERTISING

Current

Beneful’s most recent advertising has stressed their new product, Beneful Prepared Meals which
is a wet dog food that is more like human food because it has mainly meat and vegetables and is
sold in “tupper-ware” style containers. These television commercials showcase the healthy
vegetables that are found in the Prepared Meals and the fact that dogs love it because it comes in
many delicious flavors. The advertisements tend to show a younger man talking to his dog. The
owner thinks that his dog will be confused that it is eating dog food because it has never had
food as good as Beneful before.

All of Beneful’s ads stress their current slogan, “Healthful, Flavorful, Beneful.” They utilize a
playful theme to show that dogs that eat Beneful are spoiled and happy. A majority of the
advertisements are very basic and contain vibrant images of corn, carrots, peas, grains, and
chunks of red beef to remind the consumer that Beneful contains “real, wholesome ingredients
(http://www.mairikirk.com/Dogsrule.html).

Although Beneful current has a commercial for their Original line of dry dog food, their overall
advertising does not tend to focus on it, as it did in the past.

Previous

In the past, Beneful advertisements were featured on television commercials, just as they
currently are. Older commercials were more focused on selling Beneful Original dog food
because many of the specialized dog foods were not created. Beneful’s strategy in the past was to
feature a man and his dog interacting together. These ads also stressed the healthy benefits of
consuming Beneful. Like the current advertisements, many of them were shot in a happy, home
setting. For the past few years, Beneful’s advertisements have remained relatively similar, mainly
advertising to young, single males.

An older magazine ad for Beneful from 2001 also stressed the health qualities of Beneful but
only referred to its owner, without actually showing it. It took more of a humorous approach as
to why consumers should buy Beneful for their dog (http://www.mairikirk.com/Dogsrule.html).

BENEFUL VS COMPETITORS’ ADVERTISING

Beneful

Advertising Expenditure: $20 million in US in 2003 (www.allbusiness.com)

Purina’s Ad Expenditure: $130 million in 2003
Agency: Publicis Groupe's Fallon in Minneapolis

Since Beneful’s advertising budget has been relatively low, their commercials are basic and tend
to mainly stress the health ingredients. They feature advertisements in traditional media such as
television, radio, magazine, billboard, and internet. Purina also sponsors various dog shows, such
as the National Dog Show, and associations throughout the year to help save the lives of dogs or
find homes for abandoned dogs (www.purina.com).

Pedigree

Advertising Expenditure: $60 million in US in 2003

Agency: Omnicom Group's TBWA Worldwide, Saatchi & Saatchi

Pedigree utilizes many non-traditional forms of advertising to sell their dog food or just build
brand awareness. They have recently been tugging at the hearts of consumers with their Adoption
Drive campaign. With the slogan, “when you buy Pedigree, you help us help dogs find homes,”
consumers are persuaded to purchase Pedigree because it makes them feel like they are doing the
right thing (www.pedigree.com).

Pedigree has also advertised their dog food on Friend’s Day by using the image of a dog’s head
with the consumer’s local newspaper placed in its mouth. This reinforced the idea that a dog is a
man’s best friend. This campaign alone reached over 250,000 homes
(http://www.mairikirk.com/Dogsrule.html).

Pedigree also sponsors the Westminster Dog Show for additional publicity and has advertised
directly to dogs in the past. Pedigree placed “aroma stickers” with the “essence of Pedigree dog
food” outside many grocery stores or pet supply stores to lure in the curious dog, who would
then lead the owner in to the store to purchase Pedigree.

Eukanuba

Agency: Weiden & Kennedy

Eukanuba is well known for their sponsorship of the AKC/Eukanuba National Dog Show, among
many others. Eukanuba utilizes online and viral marketing as well as many forms of traditional
media (www.underwired.com). A recent Eukanuba campaign featured various animals, such as a
turtle, parrot, or cat, in a typical dog scenario with the tagline “everybody wants to be a dog”
(www.adverbox.com). A cat swam in water with a stick in its mouth and a turtle held its leash in
its mouth while scratching at the door. These ads were unique because they did not specifically
advertise Eukanuba dog food, but instead highlighted stereotypical dog traits that many
consumers could relate to and understand.
IMAGES FROM BENEFUL.COM
CREATIVE STRATEGY

Who is our target audience?

African American women, ages 25-49, dual income household, middle class neighborhood,
married with children, South

Where are we in the eyes of the consumer?

Dry and wet dog food with healthful ingredients.

Where are our competitors in the eyes of the consumer?

Very similar: dry and wet dog food with healthful ingredients, more recognizable brand names.

Where would we like to be in the eyes of the consumer?

Recognizable, trustworthy dog food brand that is healthy for his or her dog

What is the consumer promise, the “big idea”?

Affordable, healthy dog food to help keep dogs at a healthy weight

What is the supporting evidence?

Emphasis of organic ingredients, provided exercise tips

What is the tone of this ad?

Inviting, bright, pleasant, playful

CREATIVE CONCEPTS

TV

Sarah, a married African American women living in a middle class neighborhood of Georgia,
ownsa yellow lab named Louie. Sarah has two boys, John and Carl. She has a hectic schedule,
balancing work, chores around the house, and the boys’various activities. On top of her nonstop
priorities, she is the one that takes care of Louie.

Taking care of Louie could bea full time job in itself. Disciplining him, feeding him, and
helping him maintain a healthy weight with diet and exercise are only the beginning of helping
Louie live a happy life. Because she doesn’t have the time to exercise Louie every day, she’s
relieved to know that the organic, healthy ingredients included in his food, Beneful, are helping
him stay healthy and active. Not only is his food very good for him, but it is also affordable,
which lets her feed Louie well without breaking the bank.

In the commercial, the viewers are quickly thrown around a day in the life of Sarah. There is a
fast overview of driving the kids to school, working in the office, and visiting with her
girlfriends. An uplifting, pleasant melody is used as background music throughout the spot.
Although it is busy and hectic, it is enjoyable and fun. Last, the viewers see Sarah playing in the
backyard with Louie and her two boys. Sarah and the boys are laughing as Louie is running
around the yard with them, and then shown walking Louie on a leash around the neighborhood.
While the different scenes of Sarah’s day are being shown, she is narrating in the background,
saying “Don’t get me wrong, I love my crazy life. Taking care of my family and myself is so
important to me. It’s a challenge to stay on top of everyone’s wants and needs, especially the
king of the household, Louie.”

Next, Sarah is seen pouring Louie some Beneful dried dog food in his food bowl. In slow
motion, the view zooms into the food and eventually freezes, revealing the enriching nutrients
and organic ingredients found in the dog food. During this time, Sarah continues the narration,
saying “Since I don’t always have time to help Louie stay at a healthy weight, I’m so glad that
Beneful does. With its delicious, organic ingredients, Beneful naturally maintains Louie’s weight
without cleaning out my wallet.”

The commercial ends with a scene of Sarah’s entire family, including her two boys and her
husband, happily sitting on the couch with Louie in between everyone. While everyone is
petting Louie, Sarah says to the camera “There’s always time for the things that matter most!”
While the Beneful logo is shown on the bottom half of the screen.

In addition to the main TV spot, there will be a series of mini commercials in between programs
that we sponsor. Each commercial will provide a short tip for dog owners to keep their dogs
healthy. There will be an actor and a dog in each ad. Within each ad, the actor will be shown
feeding the dog Beneful. During the commercial, an announcer will explain the tip and lastly
recommend feeding your dog Beneful. At the end of each commercial, the announcer will say
“brought to you by Beneful”.

Print

The print campaign’s main focus is Beneful’s natural ingredients, helping maintain healthy dogs.
The theme of the print ads is to show how natural the ingredients are.

One ad will show bags of Beneful growing from a tomato vine in the backyard of a house. To
the right side of the ad, there is a yellow lab attempting to pull one of the bags off the vine. The
copy reads “As natural as you can get”.

Radio
The radio spot will use the same script as the TV ad. The same music will play in the
background, with the addition of a couple barks from one dog in order to represent Louie, the
featured dog in the advertisements. In addition, the narrator will encourage the listener to
purchase Beneful at his or her local grocery store or pet store at the end of the spot.

In-Store/Outdoor

The placement of a simple, Beneful print ad would be placed in the shopping carts of grocery
stores. The ad will be a large image of the Beneful logo, along with a brief explanation of the
natural ingredients. In a large font, the text will read “Find Beneful in the dog food section”.

Another place we will advertise inside the grocery stores is on the small TV screens in the check
out aisles. The ad will be very short, only showing a few seconds of the TV spot previously
described. At the end, an announcer will tell the viewer to find it in the dog food section of his
or her grocery store.

In addition, the Beneful logo will be placed on disposable “doggie” bags in dog parks that we
manufacture and provide to people walking their dogs in the park. The bags will be offered in
the park for a person to use in order to clean up his or her dog’s waste.

CREATIVE RATIONALE

TV

The focus in the TV ad is to display the normality of a busy schedule of a working mother. The
goal was to relate to the lifestyle of our target audience: African American women in a dual
income family living in a middle class neighborhood. Although we are directly targeting our
primary audience, we are also reaching beyond African American women. We are making a
connection with all mothers that lead a hectic lifestyle and are in charge of many tasks around the
house.

The commercial is meant to not only portray the busy lifestyle of a working mother as
challenging yet enjoyable and rewarding, but also feature Beneful as taking action in taking care
of your dog’s health. The commercial suggests that it is ok to not exactly be Superwoman, but at
least have the comfort in knowing you are taking care of the ones you love anyways.

Print

The use of the print ad is to emphasize and exemplify the natural, healthful ingredients found in
Beneful. By playing with the image of the bag of Beneful dog food growing from the vine, the
viewer automatically associates Beneful with healthy, organic ingredients. The ad is also an
opportunity to display the variety of flavors of Beneful, with an image of each flavor hanging
from a vine.

Radio

The radio spot is a reminder of the TV spot. It is meant to further improve brand awareness to
our viewers, while also reaching out to others who may not have seen the TV spot. The rationale
of the radio spot is very similar to the TV spot.

In-Store/Outdoor

The purpose of in-store and outdoor advertising is to further expand Beneful brand awareness.
By placing advertisements inside the stores, shoppers will be reminded of Beneful at the time of
purchase. The brief, short ads are meant to simply bring awareness to Beneful in the store he or
she is shopping in at that moment.

By advertising on plastic bags provided in dog parks, we can directly reach dog owners while
they are engaging with their dogs. The use of only the Beneful logo is meant to bring further
awareness of the brand in the minds of the consumers, hopefully increasing their recognition of
Beneful.