“7 whole grains on a mission”

Advertising “Soak it in”

 Liquid Advertising
“Soak it in”

CEO - Landon Brooks

Jenna Smith
Andrea Likes
Jonathen Robben
Jeremy Garrett
Kelsey Marlow
Kristina Skoniecke
Ashley Anderson
Adam Hirsch

Advertising
2
Introduction

Table of Contents

The Kashi Company, established in October 1984, has become

Liquid Advertising 2
a well-known brand in the all-natural and organic food market. Introduction 3
With their seven whole grains and sesame, Kashi has
continually promoted the importance of nutritional value in Situation Analysis 4-9
everyday diets. Company Analysis 5

Kashi began its endeavor in the frozen pizza market in Market Analysis 5
2007. Even though the Kashi Company has been instrumental Product Analysis 6
in promoting healthy and active living, they have done little to
publicize their new product, Kashi All-Natural pizza. This years’ Competitive Analysis 7-8
case study calls for a 15% growth in pizza sales to reach $40 Consumer Analysis 8
million by the end of next year. True to their values, this campaign
must also incorporate the healthy and active living concept SWOT/
Kashi endorses, with the expectation that Kashi will be recognized Problems and Opportunities 9
as a leader in the all-natural and organic food market.
Brand Strategy 10
Our goal at Liquid Advertising is to increase the
awareness of Kashi’s healthy living concept through promotional Target Market Profile 11
and sponsored events around the United States, and advertising; Media Objectives 12
all the while marketing Kashi All-Natural frozen pizzas.
Media Strategy 12-15
Contingency Plan 16
References 17

3
 Si
tua
“The closer the nature,
the better the food, the

t
ion An
better the food, the better
we feel, and feeling good is
what it’s all about.”

al
- Sarah Ceccarelli
Kashi Nutritionist

s y si
4
 Company Analysis
Founded in October 1984, the Kashi
Company, a division of Kellogg, is dedicated in
continuing to provide its consumers with all-
natural, minimally processed foods. As a pioneering
all-natural foods company, Kashi lives by their
concept, “Kashi Seven Whole Grains & Sesame,”
by emphasizing the importance of healthy and
active living to their consumers with great tasting,
innovative and healthy foods.
In pursuit of this, the Kashi Company has
advertised through many television commercials
with the use of personal stories from some of their
own Kashi employees, who are all on the same
mission in finding new ways to help society achieve
a greater lifestyle.
Throughout the years, Kashi has been
known for their natural cereals, natural snacks,
crackers, and frozen waffles. It was not until
recently that Kashi expanded their popular natural
breakfast and snack products to an ‘All Natural
Pizza’ line. Their expansion in this product line has
placed Kashi with a new set of competitors. This
goes to show the Kashi Company is confident in
their line of natural products and has over stepped
the line in order to create a healthier lifestyle for
society while still providing great tasting, healthy
foods.
Market Analysis
In this day and age, society is constantly on While the frozen pizza market showed little growth
the go with little time to sit down to a complete a between 2001 and 2005, Amy’s almost doubled in
meal. Meals for these fast paced individuals need annual sales. They acquired $24.6 million in sales in
to be quick and healthy, however the majority of 2005, which was a 20.3% increase from their sales
instant meals are full of unhealthy ingredients and in 2004.
deprived of nutritional value that is essential in Trends show that it is more likely for
leading a healthy lifestyle. people between the ages of 25-34 and 55 and up to
The rise in the natural/organic foods purchase natural/organic foods. These people tend
market has taken a new high. As a result of this, to be college graduates or have graduate degrees.
many producers are seeing great value in the frozen Surprisingly people who are divorced are most
food market, which consists of fish, vegetables, fruit, likely to buy within this market followed by married
ready-made meals, pizza, and desserts. people. Households of one or more are likely to
In 2007, the global frozen food market grew buy natural/organic foods, followed by households
by 3.6%, reaching 100 billion dollars. The Asian- of two; furthermore it is also likely that women will
Pacific region claims the largest frozen food market buy within this food market. The pacific, northeast,
at 34.3% with Europe following close behind with and west central regions are more likely to buy
34.2%. Supermarkets and hypermarkets are the natural/organic foods.
main channels of distribution for frozen foods and
makes up roughly 70.2% of the profit at these Chart 1: Consumer Ages of
stores. With the recent economy situation, there Frozen Pizza Market
is a noticeable raise in people cooking at home as
an alternative to eating out, resulting in an increase
65+
of families who purchase frozen meals.
According to AIB International, DiGorno, 10.8%
12.8% 55-64
Red Baron, Tombstone, and Freschetta, are among
a few of the frozen pizza markets distinct brands. 45-54
11.6%
DiGorno checking in at $477,872,300, has the 20.8%
highest sales in the market. Red Baron follows 35-44
closely behind with $292,886,900, Tombstone with
$247,203,300, and Freschetta at $202,506,400. 20.8% 25-34
According to Rate It All, Freschetta obtains the 23.2%
highest rating, with DiGorno, Tombstone, and 18-24
Red Baron falling just behind. Amy’s, an additional
distinct brand, is an organic brand that also sells
frozen entrees and pizzas.
5
Product Analysis
The Kashi Company has previously established
brand recognition through their breakfast and snack
product line. By over stepping their boundaries in
expanding their natural foods line to include All Natural
Pizzas, Kashi has enhanced the awareness of their brand
name. When compared to competitors within the
frozen pizza market, Kashi’s high prices reflect strong
nutritional value and a blend of quality ingredients. At
seven dollars, Kashi All Natural Pizzas may be higher in
price than their competitors; however, the piece of mind
it offers to health conscious individuals outweighs the
monetary expense.
Kashi continues their dedication to their
concept, ‘Seven Whole Grains & Sesame’, by recently
offering three varieties of frozen pizzas in local grocery
and natural food stores. Kashi All Natural Pizzas include
natural and organic ingredients, providing consumers
with a healthy great tasting alternative meal. These pizzas
are of two convenient serving sizes for a fulfilling, healthy
meal by one to two people, with approximately three
serving sizes per pizza. Thin and original crust pizzas are
the two choices Kashi All Natural Pizzas offer. The crust
of the pizza contains Kashi’s natural signature blend and
is pre-cooked in a stone fire grill, enhancing the natural
flavors Kashi’s pizza supplies.
In order to attract consumers, Kashi packaging
features a signature white background that showcases
the desired product. The negative space, void of clutter,
mirrors their simple, natural ingredients concept. The
packaging emphasizes Kashi’s high protein and fiber
content.
6
Following the inviting appearance Kashi Current Kashi Website
packaging creates; Kashi.com provides similar
characteristics that generate a simple, inviting feel.
The website presents a sense of personal contact,
not only with employees of Kashi, but also with Kashi
supporters. This is created through the Meet Us and
Our People options. Through the Our People option,
Kashi devotees have the opportunity to read about
website members recent healthy challenges and
daily goals accomplished. Kashi.com offers several
informational options through their user-friendly
tabs:
Our Food allows Kashi supporters and
potential consumers to view their products
through specific categories. Also, this page
provides a blog of popular current Kashi
recipes. Similar to Kashi’s appealing product packaging
and intriguing website, this company has done little
Challenge Yourself provides consumers
with nutrition & health, natural lifestyle, natural to advertise their products. The Kashi Company
foods and fitness challenges. Each challenge has focused soley on increasing awareness of the
keeps tab of the number of participants and Kashi brand alone through television commercials.
comments to each daily challenge. However no other form of media has been executed
to create more of an impact. Due to this, Kashi
Wellness Hub offers tips to working towards has lacked the recognition needed for its recent All
a healthier lifestyle through the categories found Natural Pizzas. In a lighter sense, Kashi continues to
in the Challenge Yourself option.
offer sales promotions on their products along with
Meet Us is an informational section about advertising related products within the company.
Kashi employees, Kashi supporters, their
history, television advertisements and contact
information.
Friends and Events provides information
for a nation wide event, Kashi Day of Change;
a nationwide tour which takes place at existing
festivals. Also this section offers insight on
current partners.
Competitive Analysis
Direct Competition:
Amy’s Kitchen
Amy’s, founded in 1987, is an all-natural,
organic, frozen food company. Over the years,
Amy’s has created over 88 frozen meals and in 1999
introduced a grocery line which displayed Amy’s in
all natural food stores, supermarkets, and various
club stores throughout United States and Canada.
Amy’s frozen pizza market consists of 20
varieties and despite the fact that many companies
produce similar products, Amy’s continues to hold
the number one spot in popularity and sales for all
natural and organic frozen foods. primary form of advertising. The website includes
Packaging for Amy’s frozen pizza products
features Amy’s logo in the top left corner and the
type of pizza, which consumes over 80% of the front
of the box. The packaging informs the consumer of
the organic items used.
Price and Location: are carefully crafted using Wolfgang’s beloved
Kroger: Amy’s is located within the frozen
health foods section apart from the frozen pizza
section. The Amy’s section is designated with their
name written on the freezer door. Amy’s is located
on four racks which consists of three varieties of
pizzas per rack, concluding in 12 varieties. Priced
at $8.09 or $7.09, depending on toppings, and $5.19
for the personal-sized pizza, Amy’s falls at about the
same price as Kashi which Amy’s is located next
to.
Neighborhood Co-op: Amy’s frozen pizzas
cover three top racks of the general frozen pizza
section, adding up to nine different kinds, placed
directly next to Kashi frozen pizzas. The door
provided a sales promotion for one dollar off any
Amy’s pizza, which were priced at $10.69, $9.19,
and $7.79.
Media:
Amy’s has been featured in articles ranging
from well-respected magazines including, People,
Good Housekeeping, Women’s Health, and Men’s
Health. Also Amy’s been a subject of conversation
on multiple television shows such as, Good
Morning America where SNL’s Tina Fey mocked
Amy’s brand.
Aside from publicity, Amy’s website is their
informational tabs ranging from the history of
Amy’s, and current products, to special diet plans
and a members blog. Amy’s website also includes
an interactive section referred to as “Lemon Slice,”
which contains a bounty of information on current
events and the Amy’s company.
“Amy’s Kitchen
posted the biggest
company
growth at 20.3%
in 2005”
-Marketresearch.com
Wolfgang Puck
Wolfgang Puck All Natural Pizza is the result
of an exclusive frozen foods partnership between
award winning Chef Wolfgang Puck’s worldwide
corporation and Schwan’s Consumer Brands North
America, Inc. Wolfgang Puck All Natural Pizza’s
recipes using the freshest all-natural herbs, spices,
vegetables, meats and cheeses in every pizza. Each
pizza features Wolfgang’s honey-infused crusts
that are hand-stretched and brushed with olive oil
before baking. Wolfgang Puck offers six varieties
of pizza.
Packaging for Wolfgang Puck features a
white box with a green tint extruding from the
bottom of the box.The center of the top of the box
reads “Wolfgang Puck” with his company’s logo
above it. The style of pizza included in the
packaging is shown on the front center of
the box. Wolfgang Puck’s signature reads
at the bottom of the box with a picture
of Wolfgang Puck himself directly to the
right of it. 7
Price and Location: Media:
Kroger: Wolfgang’s is separate from the Wolfgang Puck’s Margherita pizza was
frozen pizza section and is located in the frozen named best cheese Pizza in a frozen pizza taste
health food section. It consumes two rows on test conducted by the magazine Everyday with
the bottom rack located directly under the Kashi Rachael Ray, which is a nationwide consumer
pizzas. They have four varieties and it is priced at magazine circulating of over 1.7 million.
$7.99 each. The Wolfgang Puck website consists of
informational links such as Why All-Natural?
and All-Natural Pizzas to Wolfgang Puck’s Story
and Retail Locations. Although the feature in
Everyday magazine and the website are successful
forms of media, Wolfgang Puck’s primary source
of advertising is through their association with
Wolfgang Puck himself. He has been honored with
the prestigious James Beard Award for Outstanding
Chef of the Year, Humanitarian of the Year, and
Outstanding Service (for his Spago Beverly Hills
restaurant). His Food Network show “Wolfgang
Puck” has won two Emmy awards, and in 2007
he started his WELL (Wolfgang’s Eat Love Live)
program, which features a one-of-a-kind humane
farm animal treatment program that was created
through partnering with the Humane Society
of the United States. The publicity and positive
public relations Wolfgang creates for himself is
In-Direct Competitors directly correlated to his products.
Brand Unique selling point & features
Restaurant quality pizza. Slogan,“It’s not delivery, it’s Digiorno”. They boast a wide range of pizza’s that
Digiorno
mimic various pizzeria’s. Offer made
Offered for a cheaper price. Have a plethora of topping choices. Use the tag line,“What do you want on
Tombstone your tombstone?”
Use the slogan,“Now That’s Fresch”. Fresh ingredients. Inspired by authentic pizzeria’s from an Italian café.
Freschetta
Family positioned brand that everyone can enjoy.
Red Baron
8
Consumer Analysis
Based on current advertising by the Kashi
Company, it can be assumed that the typical Kashi
consumer is an active person that lives a healthy
lifestyle. Kashi currently displays a series of video
advertisements on their website that depict their
employees exercising. These employees also give
advice on how to lead a healthy lifestyle; which
specifically includes eating all-natural foods.
Kashi’s website also features pictures of people
that appear to be active and love the outdoors,
generally in the age range of 24-35. The assumed
goal of the company is to help their customers
become better in body and in mind. Although
their current marketing features the highly active
go-getters as mentioned earlier, they also have
the reoccurring message that states ‘it is never
to late to make a change.’ This suggests that they
also want to attract people who are not quite
as healthy or active as they would like to be, but
who also have the desire to achieve these goals.
By using this appeal of self-improvement, it widens
their range of consumers to include not just the
healthy-living, but the health conscious as well.
The majority of the images on the Kashi
website are of women, leading Liquid Advertising
to believe that their products have heavy female
consumption. Males are still present, but they are
typically paired with women in their appearances.
Liquid Advertising’s assumptions of the current
Kashi consumer are supported by the MRI data,
which indicates that 63.1% of the current frozen
pizza consumer lives a fitness lifestyle. Additionally,
women aged 35-44 make up the largest part of
this market at 28.4%.
SWOT Analysis
S W
• Recognizable brand
• Wide range of products
• Sold in a variety of stores
• Reasonable price for quality of
products
• Appeals to consumers
• leading healthy lifstyles
O T
• Continuing loyal Kashi
consumers
• Exponential growth within
target market
• Increase wellness in society
• Appeals to consumers leading
healthy lifstyles
• Consumers have bias opinion
on healthy food products
• Product not located within
similar in some stores
• High price effects Kashi
product sales
• Lack of recognition among
frozen pizza market
• No exposure to Kashi
products
• Significantly higher price than
competitors
• Economy situation may slow
sales
• Domination of competing
brands
t
Problems &
Opportunities
Problem: “Dominance of high end
competitors.”
Opportunity: We have a chance to gain
a completely new audience with our
unique secondary target market.
Problem: “Misinterpretation of Kashi
Pizza location.”
Opportunity: We have the opportunity to
suggest placement within both the frozen pizza
shelves and the healthy frozen foods section.
Problem: “Low recognition for individual
Kashi products due to high concentration
of Kashi healthy and active perception.”
Opportunity: We have the ability to
create a campaign that will highlight
Kashi’s new product, Kashi All-Natural
Pizza, while still withholding its original
concept.
Problem: “Viewed as a tasteless meal.”
Opportunity: By implementing
our media tactics through the use
o of traditional and non-traditional
advertising, we have the chance
0 to change this perception.
94
2
 gy
“Natural foods work with

e
your body, so your body
St r at works better.”
- Dave Lamb
Kashi Distribution
an d
B r

10
 Target Market Profile
Primary Target Audience:
Liquid Advertising has selectively chosen
to target single women ages 25-34 in our campaign.
Our MRI data showed that single women in the
U.S. account for 23.2% (second largest) of frozen
pizza sales in the U.S., and make up 22.4% (second
largest) of the total market.This data illustrates that
this is an already established part of the market
that has room for growth.
From a psychographic standpoint, these
women are perceived as being more health
conscience and active, along with being more
career-oriented, providing them with little time
for relaxation. At this age, these women are
beginning to settle into the routine of life and are
seeking more convenient alternatives for creating
a healthier lifestyle.
Their average disposable income can be
estimated higher than normal considering the fact
that tmost are not settled into a family and their
careers are considerably steady. Kashi Pizza’s offer
this demographic an all-natural alternative to the
pizzas they already enjoy, a perceptual benefit to
this group. Furthermore, their youth offers promise
to the company’s longevity.
“Health food doesn’t
have to be boring. You
just have to pick the
right flavors.”
-Karen Moyer
Kashi Food Developer
Secondary Target Audience: Tertiary Target Audience:
Our secondary audience for this campaign Men and women ages 65+ also play a
is gay men ages 25-34. Although trying to segment distinctive role in our campaign as the tertiary
this audience is very difficult, this choice is validated audience. The majority of this demographic has a
through many economic and psychographic very high disposable income and are open to try
factors. One such factor, in coordinance with our new things that presumably benefit their health.
target audience, is an estimated higher disposable They are also more likely to spread words of
income. It is highly unlikely that these men have product approval with their peers, which in many
children, however, very assumable that they are instances is more effective than advertising.
career-oriented. This is a group in which physical
appearance and status is highly valued.
Another key factor in the decision to
propose gay men as our secondary audience is the
idea that in many circumstances women ages 25-34
as well as gay men can be targeted simultaneously.
These two groups share many of the same interests
and are considered to be culturally integrated
through social activities and through medias such
as television and magazines. In some instances,
gay men can also be considered proximal opinion
leaders to women of this age group because they
may offer a well-informed, however, non-threatening
male opinion to a female’s life.
In addition, gay men are exceptionally
responsive to advertising that is targeted towards
them. One member of a focus group conducted
by Liquid Advertising said, “I thought Levi’s jeans
were out-dated until I saw a commercial that
showed a man being attracted to another man in it.
I searched for a month to find the right cut for my
body-type, but I ended up having to squeeze into a
pair I didn’t even like that much.”
11
Media Objectives
Target Audience and Geographic Objectives
1. Increase national awareness of Kashi
All-Natural Pizza by 15% among our target audiences.
2. Target primary audience, single women ages
25-34 nationwide:
-Reach 85% of target audience an average
of three times a month.
3. Target secondary audience, gays and lesbians
ages 25-34 nationwide:
-Reach 70% of target audience an average
of twice a month.
4. Target tertiary audience,men and women ages
65+:
-Reach 50% of tertiary audience an
average of once a month.
Liquid Advertising believes utilizing media vehicles
that provides a large national coverage will accomplish these
objectives.These vehicles include,special events,radio,magazines,
television and outdoor advertising.
Scheduling Objectives (Seasonality)
1. Begin campaign in February of 2010
2. Create a pulsing schedule focusing on perios of
opportune reach.
3. Rotate media vehicles in the same categories for a
more effective reach. not planned that Kashi have food stands on these
Liquid Advertising will focus more heavily during
the months of February, April, June, July, November and
December. Our campaign concentrates on public relations
as a form of advertising, with the support of non-tradional
media to generate interest and the use of
12 traditional medias as the backbone of the
campaign.
Key Selling Idea
Tactics: Liquid Advertising took into
Kashi is a pioneer company for the all-
consideration the amount of Mardi Gras beads that
natural and organic food industry. It has brought
would need to be purchased and incorporated this
about changes in the conventional marketplace by
into a form of non-traditional media. Each string
adding an affordable, all-natural solution to foods
of beads thrown off the Kashi Pizza float will have
that were previously recognized as unhealthy. Kashi’s
an attached Kashi logo on them, with a peal off
innovation to offer all-natural food alternatives to
two-dollar off coupon for any variety of Kashi All-
the masses earns it a “green” image, and is the key
Natural Pizza. The idea is that the attendees will
selling idea of our campaign.
bring home these beads as souvenirs and notice
“Kashi believes that innovation no longer
the coupon attached to the back. This coupon will
paves the way for the future; it plants the seed
not expire until the end of May.
for change. Be innovative. Plant your seeds. Watch
yourself grow.”
Marathons (Bicycling & Running)
The attendees and contestants at these
Media Strategy & Tactics marathons include people from all three of our
target audiences and are similar in psychographics
Events
to the current Kashi consumer. Considering the
In order to build and maintain relationsihps activeness of these audiences, it only makes sense
with our target audience, Liquid Advertising to target and support them at locations of high
suggests that Kashi team up with highly recognized interest.
events throughout the country. Because of The running marathons we chose to
the “hands on” interaction provided by these promote Kashi pizza at include the Boston
events, this will be a crucial part of our campaign. Marathon (April 20th), Chicago Marathon
Geographically, we chose to advertise at events (October 11th), New York Marathon (November
throughout the United States to achieve our main 1st), and the Honolulu Marathon (December 14th).
objective; reach. These marathons have the highest attendance of
all running marathons in the United States.
Mardi Gras
Tactics: Liquid Advertising will be giving
Liquid Advertising has chosen to utilize
away water bottles and towels at these events with
one of very popular event, Mardi Gras, as a “kick
the Kashi logo on them. It is also suggested but
off” event for this campaign and to reach our
objectives for our primary and secondary targets.
occasions. Radio advertisements featuring the voice
Mardi Gras attracts a high amount of consumers
of Kashi’s sponsored runner as a spokesperson
within the 25-34 age group. We suggest that Kashi
will be airing the Monday through Thursday before
participates in this event at these loctaions: New
each event.These commercials will air once during
Orleans, Louisiana, Galveston, Texas and Tampa,
the morning drive and twice during the evening
Florida which are the top ranked Mardi Gras events
in the United States.
drive on and Adult Contemporary station in each
city.
 The Grabaawr Marathon in Wisconsin
(June 20th-27th), Death Ride Marathon in California
(July 11th), and the Ragbrai Marathon in Iowa (July
18th-25th) are the bicycling events we chose to
promote during this campaign. These are the top
bicycling events in the U.S., and we will offer the
same amenities (towels and water bottles) as the
running marathons, but we will exclude the radio
advertisements due to the course length of these
events. A Kashi cycler will also be sponsored for
each race.
Chart 2: Events Breakdown
Macy’s Day Parade
Macy’s Thanksgiving Day Parade appeals to
all of our target audiences, especially our tertiary
audience considering the tradition involved with
this event. 40 million people watch this parade
from their homes each year, not to mention the
close to 2 million people in attendance. In the
parade, we will have a balloon made featuring the
seven whole grains and sesame found in Kashi
Products.
Gay Pride Parades
We have chosen five cities that include:
St. Louis, New York City, Chicago, Atlanta and
San Francisco to reach our secondary audience.
These locations are the most populated Gay
Pride festivals/parades in the country, which occur
the last weekend in June. They attract a large
percentage of our suggested secondary target
audience, especially because the events in each
city occur during the same weekend. Therefore,
we will be able to reach a large number of this
demographic in a short span of time. useful part of a media plan. They serve as opinion
Tactics: Kashi will have a float in each
parade, along with sponsoring the St. Louis festival.
The surplus beads (estimated at 50,000 sets per
parade) from Mardi Gras will be thrown out
durring the parade.
Outdoor Advertising
At Liquid Advertising, we realize that
the current consumers of Kashi pizzas and also
all three of our target audiences are drawn to the
natural beauty of National Parks; which is why we
feel it is important to place outdoor advertising
in these regions. The national parks we have
decided to include in our campaign are; North
Carolina’s Blue Ridge National Park, California’s
Golden Gate National Park, Tennessee’s Great
Smokey Mountains National Park, New York’s
Gateway National Park, and Nevada’s Boulder
City National Park. These are the most visited
parks inside the U.S. The advertisements will
begin in May and run throughout September
due to the summer months bringing the highest
number of visitors to each of these parks.
Tactics: The suggested layout for the
advertisements will be a two-part billboard
scheme in which the billboards are positioned
consecutively back to back. The first billboard
will incorporate a design that includes Kashi’s
seven whole grains and the following billboard
will display a visual of Kashi’s All-Natural Pizza.
Liquid Advertising suggests that these billboards
should be placed on opposite ends of the parks,
in order to expose people entering from either
side of the park.
Endorsements
Celebrity Endorsements can be a very
leaders to target audiences, and may enhance
the message of a campaign if selected properly.
Liquid Advertising believes that Anderson Cooper
is the best candidate for an endorsement in our
campaign. Anderson Cooper appeals to all three of
Liquid Advertising’s target audiences for different
reasons. His position on CNN has made him an
influential spokesperson in the eyes of the public.
As a major news personality, Anderson Cooper
appeals to the older generation because he is
relatable. His position at CNN also draws in an
older demographic of viewers. Cooper appeals to
the gay audience because he is a successful and
powerful member of the gay community. In fact,
Out magazine ranked him second in their list of
the fifty “Most Powerful Gay Men and Women in
America.” Middle-aged women look to Cooper not
only for his charming good looks, but also because
he is one of the most trusted names in the news.
With his active lifestyle throughout his career in the
media at the age of 41 he has become one of the
most popular and well-respected men in the media.
He will be featured in Kashi pizza commercial,
as well as print advertisements in The Advocate.
Additionally, we will air his commercial during his
show on CNN.
13
Magazines
Our campaign will include a heavy amount of
magazine advertisements due to the high selectivity
of target audiences. Not only do these magazines
have a high level of readership for their respected
demographic, but they are also listed as favorites
among consumers. By hand picking the specific
titles that pertain to our three audiences, we plan
to reach the majority of our target through this
medium. The specific magazines we will use to reach
our primary audience are Cosmopolitan, Fitness,
Better Homes and Gardens, and Everyday with
Rachel Ray. Magazines for our secondary audience
are The Advocate, Out, and Curve. Our tertiary
audience can be reached through AARP and can
also be included Better Homes and Gardens and
Everyday with Rachel Ray. To ensure an effective
reach we will rotate our magazine advertisements.
• Cosmopolitan enables us to reach 25% of
our primary audience; furthermore, 40% of these
readers are single women. It has a low CPM of
$11.87. For these reasons, we chose to run our
advertisements in this magazine in all 11 months in
our campaign.
• Fitness magazine targets health conscious
females. It has a CPM of $21.46, and the overall
monthly advertisement rate is relatively inexpensive
($138,200). Over one third of the readers of
Fitness are single women and their average HHI is
$64,987.This is an efficient way to reach the active,
health-conscience women we are targeting in our
campaign. We chose to advertise in this magazine
during two months of our campaign (May and
December). We selected the month of May
to purchase an advertisement on the
back cover of this magazine because
14
women will be looking for ideas on how to get in
shape for the summer and because the consumer is • Everyday with Rachel Ray has CPM of
$97.70, which is quite expensive. However, the
likely to hold on to this issue throughout the year.
Choosing the month of December was also readership of this medium has been growing
a strategic move because women will be looking exponentially and its positioning as a green magazine
for new workout plans to reach their new years adds to Liquid Advertising’s interest in advertising
resolution goals for the upcoming year, and this iswith this medium, seeing that Kashi is also viewed
also a way for our campaign to extend through the as a “green” company. 65% of its readership are
new year due to pass-along readership. ages 25-54, and the average HHI of its audience
is $75,000+, indicating that this audience has a
• Better Homes and Gardens is a magazine higher disposable income than most. July and
that is quite expensive for advertisers. Aside November are the months that we chose for this
from the high cost, however, it has a very high specific magazine.The July and November issues of
reach capability. Also, the CPM is low at a price Everyday with Rachel Ray are important because
of $11.49. This magazine targets both our primary they feature recipes for two national holidays
and secondary audiences. Since this magazine has (Independence Day and Thanksgiving) that appeal
such a high cost for a one-page advertisement, to our target and secondary audiences.
we will only execute an ad for Kashi in June. The • The Advocate is a magazine that will
reasoning behind choosing this month is that it is target gay men, which is part of our secondary
the beginning of summer, at a time when many of audience. The CPM for this magazine is $15.65. Our
its readers are looking for new ways to decorate advertisement will depict same-sex relationships,
while the characters will be using Kashi pizza.
their gardens.
The issues that we selected to advertise in are
October; which will be the back cover because this
Chart 3: Magazine Breakdown is national GLBT month, April and November.
• Out is another magazine that will target our
secondary audience. The CPM for this magazine is
$17.94. In October we will advertise on the back
cover (for the same reason as above) and we will
also run regular full-page advertisements in March
and September. Anderson Cooper, our celebrity
endorsement, will appear in these advertisements
due to his previous work with this magazine.
• Liquid Advertising believes that its
important to advertise in these gay-oriented
magazines during the spring and fall due to
changing fashion trends at these times.
• Curve is a magazine that targets the
lesbian community, which is also a part of our
secondary audience. We chose to advertise
February through December because of the
overall price of an ad in this media. The CPM is
$70.82, which is fairly expensive, but worth the
cost overall. People in the GLBT community are
loyal to their magazines and products advertised
in them. Theoretically, they are more likely to
buy Kashi’s product when advertised in one of
the three magazines mentioned than in any other
group is when targeted in a general consumer
magazine.
• AARP magazine directly targets our
tertiary audience. It is a trusted retiree magazine
that many 65+ people are loyal readers to. This
publication has a high readership of 34,755,000 and
a low CPM of $14.90. February and December are
the two months we chose to advertise Kashi Pizza
in. During these months, it is colder outside so
many of this older demographic do not get out as
much. Therefore, it is important for them to stock
up on supplies at the store. Liquid Advertising’s
philosophy is that the ads in this magazines will
generate curiosity of Kashi’s product among this
group at this time, and will influence their
purchasing decisions.
Television
Our campaign will produce three,
30-second television advertisements that will be
placed accordingly to reach our desired target
based on scheduling decisions, and aired nationally.
One of our advertisements will feature Anderson
Cooper to appeal primarily to our secondary
audience, another will feature a woman between
the ages of 25-34, and the last one will feature
a couple around the age of 65 or older. By using
this combination of demographic appeals and
the following media vehicle plan, our television
commercials will reach the majority of our primary
and tertiary audiences; however our secondary
audience will be reached through these vehicles
indirectly.
• Early Morning Television
For this day part, we chose to use Good Morning
America and The Today Show as our vehicles. The
plan will have the commercials running everyday,
Monday through Thursday, by alternating between
each of the two programs. These advertisements
will run during the months of February, June,
September, and December.
• Daytime
The View, Rachel Ray, Ellen, Oprah, and General
Hospital are the specific media vehicles that
we chose to advertise with during the day time
programming hours. Each of these shows will
have one advertisement running once a week
during the months of February, June, August, and
December. So in other words, each of the five
vehicles represent one day of the work-week
(Monday through Friday), therefore this plan will
have one commercial running everyday for this
day part during the given months.
Chart 4: Media Breakdown
-Anderson Cooper
• Primetime
CSI: Miami, American Idol, Grey’s Anatomy, and
Dancing With The Stars, are the specific media
vehicles that we chose to advertise with during
the primetime hours. These vehicles will feature
commercials during the sweeps periods; including
March, April, July, and October. Throughout the
year, the total number of times our commercials
will be run during primetime is 16; breaking down
into four each month (one per week).
• Syndicated/Late Fringe
For the final day part, the plan will use the
syndicated Will and Grace, Sex and the City,
Golden Girls, Desperate Housewives, Nip/Tuck.
Friends, and Anderson Cooper 360. The months
we chose to run commercials in these vehicles are
March, April, October, and November. Each vehicle
will run our commercial once a month except for
Will and Grace, which will only be during three
months.
15
Contingency Plan Flow Chart
Liquid Advertising has come up with a
media plan budget of $16,000,000. Throughout
our campaign we spent a total of $15,789,108.63.
The money spent thus far has allowed us to target
our audiences through many media vehicles.
However, if we are forced to cut back on campaign
funds, we have many options that could save
Kashi money. Such options include; cutting back
on the frequency of television advertisements,
the number of billboards in each park, and the
amount of beads purchased for the Mardi Gras
event. If we are allotted more money then the
specific television channels we would choose to
advertise on are: Bravo, LOGO, HGTV, Oxygen,
FX and SoapNet.

16
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