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    Media Plan Part Two

    Uploaded by

    Brittany E. Parker
    The media plan allocates $1.7 million across television, radio, print magazines, newspapers and internet placements to promote Whole Foods Market. Television receives the largest allocation of $276k, focusing on health/fitness programs. Magazine placements constitute the second largest at $1.07 million, targeting titles related to nutrition. The radio, newspaper and internet components are more balanced in cost and focus on major markets. The plan schedules placements monthly from December to March to maintain brand awareness.

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    Media Plan Part Two

    Uploaded by

    Brittany E. Parker
    322 views8 pages
    The media plan allocates $1.7 million across television, radio, print magazines, newspapers and internet placements to promote Whole Foods Market. Television receives the largest allocation of $276k, focusing on health/fitness programs. Magazine placements constitute the second largest at $1.07 million, targeting titles related to nutrition. The radio, newspaper and internet components are more balanced in cost and focus on major markets. The plan schedules placements monthly from December to March to maintain brand awareness.

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    MEDIA PLAN PART TWO

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    The media plan allocates $1.7 million across television, radio, print magazines, newspapers and internet placements to promote Whole Foods Market. Television receives the largest allocation of $276k, focusing on health/fitness programs. Magazine placements constitute the second largest at $1.07 million, targeting titles related to nutrition. The radio, newspaper and internet components are more balanced in cost and focus on major markets. The plan schedules placements monthly from December to March to maintain brand awareness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    322 views8 pages

    Media Plan Part Two

    Uploaded by

    Brittany E. Parker
    The media plan allocates $1.7 million across television, radio, print magazines, newspapers and internet placements to promote Whole Foods Market. Television receives the largest allocation of $276k, focusing on health/fitness programs. Magazine placements constitute the second largest at $1.07 million, targeting titles related to nutrition. The radio, newspaper and internet components are more balanced in cost and focus on major markets. The plan schedules placements monthly from December to March to maintain brand awareness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as XLSX, PDF, TXT or read online from Scribd
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    Media Plan for Whole Foods Market

    Prepared by Brittany Parker, Feb. 24, 2012

    Media Buy Overview


    Media Vehicle

    No. of Insertions

    Total Cost

    CPM

    Television
    Healthy Innovations
    Health and Fitness
    Total/Avg TV

    84
    84
    84

    $ 177,492
    $
    98,843
    $ 276,335

    $ 7.18
    $ 12.87
    $ 10.03

    Radio
    Chicago - WLIT
    New York - WLTW
    Los Angeles - KOST
    Total/Avg Radio

    2
    2
    4
    3

    $
    $
    $
    $

    $
    $
    $
    $

    Magazine
    Better Nutrition
    Health Time Inc.
    Shape
    Today's Diet and Nutrition
    Taste for Life
    Herbs for Health
    Total/Avg Magazine

    4
    4
    4
    4
    4
    4
    4

    $
    65,560
    $ 460,000
    $ 454,980
    $
    29,120
    $
    41,940
    $
    19,300
    $ 1,070,900

    $ 9.37
    $ 9.40
    $ 6.78
    $ 28.55
    $ 2.72
    $ 12.06
    $ 11.48

    Newspapers
    Chicago Sun Times
    AM New York
    Los Angeles Daily News
    Total/Avh Newspaper

    4
    4
    16
    8

    $
    65,868
    $
    20,000
    $ 276,672
    $ 362,540

    $ 26.37
    $ 7.94
    $ 58.38
    $ 30.90

    Internet
    www.health.com
    www.eatingwell.com
    www.webmd.com
    www.foodnetwork.com
    www.care2.com
    www.healthynaturaleating.com
    Total/Avg Banners

    4
    4
    4
    4
    4
    4
    4

    $
    $
    $
    $
    $
    $
    $

    Google Search/AdWords
    Total/Avg Internet

    88,000
    $
    44,002 $

    4,576
    11,005
    17,933
    33,514

    16,304
    16,304
    16,304
    16,304
    16,304
    16,304
    97,824

    7.28
    4.95
    8.49
    6.91

    N/A
    N/A
    N/A
    N/A
    N/A
    N/A
    N/A

    95,040 $ 1,074
    192,864 $ 1,074

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Magazine Placements
    Magazine Name
    Better Nutrition
    Health Time Inc.
    Shape
    Today's Diet and Nutrition
    Taste for Life
    Herbs for Health

    Cost Per Ad
    $ 16,390.00
    $ 115,000.00
    $ 113,745.00
    $ 7,280.00
    $ 10,485.00
    $ 4,825.00

    Magazine Totals/Avg

    $ 44,620.83

    Ad Size
    full page
    full page
    full page
    full page
    full page
    full page

    Ad
    Number of
    Position Insertions
    4th cover
    4
    4th cover
    4
    inside
    4
    inside
    4
    inside
    4
    4th cover
    4
    24

    Total Campaign Ciculation Pass-along


    Cost
    (000)
    Estimate
    $
    65,560
    350
    5
    $
    460,000
    1,360
    9
    $
    454,980
    1,678
    10
    $
    29,120
    85
    3
    $
    41,940
    550
    7
    $
    19,300
    100
    4
    $

    1,070,900

    4,123

    Total Audience
    (000)
    1,750
    12,240
    16,780
    255
    3,850
    400

    CPM
    $ 9.37
    $ 9.40
    $ 6.78
    $ 28.55
    $ 2.72
    $ 12.06

    35,275 $ 11.48

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Newspaper Placements

    Publication Name
    Chicago Sun Times
    AM New York
    Los Angeles Daily News
    Newspaper Totals/Avg

    PassTotal
    Day of
    Ad Size Cost/ Col.
    No. of
    Circualtion
    along
    Audience
    Week Section (col. In.)
    In.
    Cost Per Ad Insertions Total Cost
    (000)
    estimate
    (000)
    Tues. Health
    33
    $
    499 $
    16,467
    4
    $ 65,868
    312
    2
    625
    Wed. Health
    N/A
    N/A
    $
    5,000
    4
    $ 20,000
    315
    2
    630
    Tues.
    Food
    33
    $
    524 $
    17,292
    16
    $ 276,672
    148
    2
    296
    33

    512 $

    12,920

    24

    $ 362,540

    775

    1,551

    CPM
    $ 26.37
    $ 7.94
    $ 58.38
    $ 30.89

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Radio Placements

    Program
    Chicago - WLIT
    New York - WLTW
    Los Angeles - KOST
    All Radio Total/Avg

    Format
    Adult Contemp.
    Adult Contemp.
    Adult Contemp.

    Day
    Rating
    part Rating (%)
    PM
    PM
    PM

    4
    7.1
    4.8

    Persons
    12+ in
    Market

    4%
    7,862,200
    7.10% 15,669,500
    4.80% 10,999,100

    Cost per
    Listeners of
    Point Cost per :60 No. of
    Station
    (CPP)
    ad
    Insertions

    Total Cost

    CPM

    314,488
    1,112,535
    527,957

    $
    $
    $

    572
    775
    934

    $
    $
    $

    2,288
    5,503
    4,483

    2
    2
    4

    $
    $
    $

    4,576
    11,005
    17,933

    $ 7.28
    $ 4.95
    $ 8.49

    1,954,979

    760

    4,091

    33,514

    $ 6.90

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Television Placements

    Program
    Healthy Innovations
    Chicago
    New York
    Los Angeles
    Total/Avg
    Health and Fitness
    Chicago
    New York
    Los Angeles
    Total/Avg
    All TV Totals/Avg

    Rating
    Rating
    %

    TV HH in
    Market

    Total Cost per


    HH viewing
    Viewers Point Cost per
    No. of
    program #/HH (000)
    (CPP)
    :30 ad Insertions Total Cost

    2
    2
    2

    2.00%
    2.00%
    2.00%

    3,517,400
    7,574,900
    5,219,400

    70,348
    151,498
    104,388
    326,234

    2.5
    2.5
    2.5

    176
    379
    261
    816

    1.4
    1.4
    1.4

    1.40%
    1.40%
    1.40%

    3,517,400
    754,900
    5,219,400

    49,244
    10,569
    73,072
    132,884

    2.5
    2.5
    2.5

    459,118

    CPM
    (viewers)

    $ 454
    $ 1,318
    $ 1,227
    $ 1,000

    $ 908
    $ 2,636
    $ 2,454
    $ 1,999

    21
    21
    42
    84

    $
    $
    $
    $

    19,068
    55,356
    103,068
    177,492

    $
    $
    $
    $

    5.16
    6.96
    9.40
    7.18

    123
    26
    183
    332

    454
    454
    1227
    712

    $ 636
    $ 636
    $ 1,718
    $ 996

    21
    21
    42
    84

    $
    $
    $
    $

    13,348
    13,348
    72,148
    98,843

    $
    $
    $
    $

    5.16
    24.06
    9.40
    12.87

    1148

    856

    $ 1,498

    168

    $ 276,335

    10.02

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Internet Placement

    Web Sites
    http://www.health.com/health/lifestyle/
    http://www.eatingwell.com/
    http://www.webmd.com/
    http://www.foodnetwork.com/
    http://www.care2.com/greenliving/
    http://www.healthynaturaleating.com/
    Banners Total/Avg

    Total
    Total No. of
    Cost/1,000 Impressions/
    Total
    No. of Impressions
    Impressions Month (000) Cost/Month Months
    (000)
    $
    $
    $
    $
    $
    $

    10.19
    10.19
    10.19
    10.19
    10.19
    10.19

    400
    400
    400
    400
    400
    400

    $
    $
    $
    $
    $
    $

    4,076
    4,076
    4,076
    4,076
    4,076
    4,076

    24,456

    4
    4
    4
    4
    4
    4

    1,600
    1,600
    1,600
    1,600
    1,600
    1,600

    Total Cost
    $
    $
    $
    $
    $
    $

    16,304
    16,304
    16,304
    16,304
    16,304
    16,304

    9,600 $

    97,824

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012

    Google Keyword-based Search Buys

    Google Keyword-based Ads

    Cost per Total Clicks Number of


    Click (CPC) Per Month
    Months Total Clicks

    healh and natural foods


    organic foods
    healthy living
    natural foods
    organic eating
    healthy eating
    heal food store

    $
    $
    $
    $
    $
    $
    $

    0.05
    1.21
    1.38
    0.97
    1.21
    1.44
    1.26

    4,000
    1,000
    8,000
    1,000
    2,000
    2,000
    4,000

    Google Total/Avg

    1.07

    22,000

    4
    4
    4
    4
    4
    4
    4

    Total Cost

    CPM (CPC)

    16,000
    4,000
    32,000
    4,000
    8,000
    8,000
    16,000

    $
    $
    $
    $
    $
    $
    $

    800
    4,840
    44,160
    3,880
    9,680
    11,520
    20,160

    $
    $
    $
    $
    $
    $
    $

    50
    1,210
    1,380
    970
    1,210
    1,440
    1,260

    88,000

    95,040

    1,074

    Media Plan for Whole Foods Market


    Prepared by Brittany Parker, Feb. 24, 2012
    December

    January

    February

    March

    Radio
    Chicago - WLIT
    New York - WLTW
    Los Angeles - KOST
    Magazines
    Better Nutrition
    Health Time Inc.
    Shape
    Today's Diet and Nutrition
    Taste For Life
    Herbs For Health
    Newspapers
    Chicago Sun Times
    AM New York
    Los Angeles Daily News
    Internet
    www.health.com
    www.webmd.com
    www.eatingwell.com
    www.foodnetwork.com
    www.care2.com
    www.healthynaturaleating.com

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X

    X
    X
    X

    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    X
    X

    X
    X
    X

    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    x

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X
    X
    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    X

    X
    X

    X
    X

    X
    X
    X

    X
    X
    X
    X
    X
    X

    Week 4

    Week 3

    Week 2

    Week 1

    Week 4

    Week 3

    X
    X

    Week 2

    X
    X

    Week 1

    Week 1

    X
    X

    Week 4

    Week 4

    X
    X

    Week 3

    Week 3

    X
    X

    Week 2

    Week 2

    Television
    Healthy Innovations
    Health and Fitness

    Week 1

    Campaign Schedule

    X
    X
    X
    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    X
    X

    X
    X
    X
    X
    X
    X

    X
    x

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