16. To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, to any competing product on the market, particularly Gillette Mach 3 Turbo.5
53. Favourite titles include: Ontario Golf Golf Canada Hockey News Magazine Profit Report on Business Magazine Source: PMB 2009 2 Year Study See Appendices 6 & 7 15
86. Media Recommendation: TV Television is recommended because: Our primary target market watches 21 hours of television a week It builds a quicker reach than any other medium It can reach specific target demographic through specialty channels like sports and music. 30
87. Media Recommendation: OOH Outdoor achieves our goal of reaching a broad audience as well as develops frequency Outdoor units can focus on major CMA’s where our target market is located Outdoor complements our TV campaign by reinforcing the sales message It also reaches our target market who drives 169 km weekly and enjoys going out in the city 31
88. Media Recommendation: Magazines This medium has good secondary readership Significant audience selectivity against various demographic and psychographic groups Opportunity for longer reader exposure to ad message Compatible and product enhancing editorial environment 32
89. Media Considered (Not Recommended) Newspaper was not used mainly because of the high cost, short life span and lack of target market orientation where our primary target would not be reached Newspapers in comparison to magazines have poor reproduction quality meaning that it is an inefficient means to develop brand awareness 33
93. Media Execution: Broadcast Broadcast Media: TV The market list for the campaign includes few major cities and 2 provinces. The GRP levels are adjusted per market according to the CDI and BDI The weight levels start off strong in the first couple of weeks and thennarrow down to sustain the campaign. We target our campaign in the 3 major cities of Toronto, Ottawa and Vancouver due to their market size Atlantic Canada and Manitoba-Saskatchewanhas high opportunities for our brand since the category is doing strong We aim to cover the rest of Canada through the nation speciality channels like sports and music 37
94. Media Execution: OOH Our outdoor campaign focuses on Horizontal boards using one supplier, Pattison in only the largest CMA’s The Horizontal boards complement our TV campaign as the sales message reaches a larger audience and builds frequency and loyalty at the same time GRP Levels – 25 GRP’s Daily Ontario –Toronto, Ottawa Alberta – Calgary, Edmonton BC - Vancouver 38
95. Media Execution: Magazines Gives national coverage, providing a wide reach of target market across Canada. More widely circulated in larger concentrated geographical areas such as Ontario and British Columbia Composition CPM Editorial Environment 39
![Agenda ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)