1. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
University of Dayton
Assignment #3
Commercial: Purina Kitten Chow
Margaret Barrett
Maria Caci
John Rademaker
RosalieVisceglia
Cheryl Wood
CMM 343, Scriptwriting for Electronic Media
Prof. Roy Flynn
Fall 2011
9/20/11
2. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
INFORMATION SHEET
APPEALS
EMOTIONAL APPEAL: TO THE “ANIMAL LOVER IN YOU”.
FOR THE LOVE OF KITTEN, VIEWER WILL BUY THIS PRODUCT TO MAKE
KITTEN HEALTHY, STRONG, AND CUDDLY. VIEWER WILL BUY IT RIGHT
NOW TO ACHIEVE THIS. VIEWER WANTS THIS FOR THEIR KITTEN AND
WOULD HAVE IT NO OTHER WAY.
FORMAT
JINGLE-UPBEAT TEMPO WITH SINGING JUST ABOVE A WHISPER THAT
PROGRESSIVELY GETS LOUDER (COOL CAT MUSIC, SNAP YOUR FINGER
BEAT) “PURINA-A KITTEN CHOW! – NURTURE HER HEALTHY HEART-
START RIGHT NOW!” REPEAT THROUGHOUT
SCENARIO #1
PERSIAN KITTEN PLAYING WITH YARN. SWITCH TO A BIG PERSIAN CAT
STANDING STRONG, THEN SWITCH TO SMALL PERSIAN KITTEN EATING
PURINA KITTEN CHOW. SOMEONE ASKS “WHAT ARE THEY SAYING?” THE
JINGLE GETS LOUDER. KITTEN HAS A COOL WALK AFTER EATING PURINA
KITTEN CHOW. THEN CHILD HANDS KITTEN TO AN OLDER PERSON.
SCENARIO #2
SMALL KITTEN EATING PURINA KITTEN CHOWGROWS UP HEALTHY &
STRONG. THEN KITTEN PERFORMS FEATS REQUIRING HIM/HER TO BE
HEALTHY & STRONG.
3. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
TARGET MARKET
SENIOR CITIZENS, HANDICAPPED, DISABLED PEOPLE, YOUNG CHILDREN
• AGE: 30% ages 60 and up, households with individuals over 65: 24%
• Noon to 4 (soaps): $150-300
CAT FACTS:
* About 48% of cat owners and 36% of dog owners say their pets appear to watch television.
• More than 90% surveyed (including non-pet-owning households) said that the following
groups could lead more satisfying lives -if they had a dog or cat companion: people living
alone, senior citizens, handicapped or disabled people, and young children.
• While a solid majority of American households (57%) currently have dogs, cats, or both
pets in residence, virtually everyone-more than nine in ten-would like to have either or
both of these animals as household members.
• In 1995, Americans spent $5.5 billion on dog food and $3.8 billion on cat food.
• In 1995, Americans spent more than $1 billion on dog treats compared with $281 million
in 1981.
• Americans spent $ 100 million on cat treats in 1995 compared with a nonexistent market
just 15 years ago.
• Approximately 1.1 million tons of by-products from the meat, poultry, and seafood
processing industry are used in pet foods annually
• Since 1979, the most popular feline in America, based on breed registration, has been the
Persian cat.
• In 1995, 44,735 Persian cats were registered with the Cat Fanciers' Association (CFA).
The Maine Coon was second with 4,332, and the Siamese cat was third with 3,025.
• A total of 70,288 cats were registered with the CFA in 1995--down 21% from just five
years earlier.
• A total of 430 CFA cat shows were held in the world in 1995-369 of those shows were in
the U.S.
• In a survey of pet owners using pet-sitting services, results showed:
-each client owns an average of 1.8 dogs or 2.9 cats.
-59% of pet-sitting customers own dogs and 41 % own cats.
-respondents used pet sitters to care for their pets on an average of 15 occasions per
year.
4. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
Estimation of Dogs and Cats in NYC and Long Island
(Including formula to estimate numbers in your re
Stephen Zawistowski, Ph.D., ASPCA
Estimation of Dogs and Cats
EST. EST.
COUNTY POPULATION HOUSEHOLDS
DOGS CATS
Bronx 1,200,000 461,538 246,462 276,000
Kings 2,300,000 884,615 472,385 529,000
New York 1,600,000 615,385 328,615 368,000
Queens 2,000,000 769,231 410,769 460,000
Richmond 400,000 153,846 82,154 92,000
NEW YORK CITY 1,540,385 1,725,000
Nassau 1,300,000 500,000 267,000 299,000
Suffolk 1,400,000 538,462 287,538 322,000
LONG ISLAND 554,538 621,000
Assumptions for estimates:
County Population from US Census data
Households Based on US census estimate of 2.6 individuals/household
Estimate of dogs Based on AVMA estimate of .534 dog/household
Estmate of cats Based on AVMA estimate of .598 cat/household
* To estimate the dog and cat populations in your area, first take the total population and divide it
by 2.6 to get the value of the number of households; then multiply that number by .534 to obtain
the dog estimate in your region or .598 to obtain the cat estimate in your region.
DEMOGRAPHICS
5. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
http://www.city-data.com/city/Topeka-Kansas.html
Population in July 2009: 124,331. Population change since 2000: 1.6%
Males: 59,697 (48.0%)
Females: 64,634 (52.0%)
Estimation: 124,331/2.6 = 47,819.62
47,819.62 * .598 = 28,596.13 cat lovers in Topeka
Television
Topeka is the 133rd largest television media market in the United States (as ranked by
Nielsen), and has several television stations, as follows:
Digital Digital Analog City of
Callsign[1] Network[2] Notes
Channel Subchannel Channel License
11.1 PBS
11.2 MHz Topeka,
11 - KTWU -
WorldView Kansas
11.3
Create
13.1 44 CBS Topeka,
13 WIBW-TV -
13.2 - MyNetworkTV Kansas
27.1 - KSNT NBC Topeka,
27 -
27.2 43 KTMJ-CA FOX Kansas
49.1 ABC -
49.2 - Topeka, Local
49 - KTKA-TV
Kansas Weather
49.3 CW
-
According to Arbitron, the following Kansas counties are part of Topeka's DMA: Brown,
Clay, Cloud, Coffey, Geary, Jackson, Jefferson, Lyon, Marshall, Morris, Nemaha, Osage,
Pottawatomie, Riley, Shawnee, Wabaunsee, Washington,
6. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
A -WIBW
631 Southwest Commerce Place, Topeka, KS
(785) 272-6397 · wibw.com
B -KSNT
6835 N W Highway 24, Topeka, KS
(785) 582-4000 · ksnt.com
C -KTWU
1901 Southwest Jewell Avenue, Topeka, KS
(785) 670-1111 · ktwu.org
D -Cumulus Broadcasting LLC
5315 Southwest 7th Street, Topeka, KS
(785) 228-0707
E -World Co
2121 Southwest Chelsea Drive, Topeka, KS
(785) 273-4949
F -WIBWTV
631 Southwest Commerce Place, Topeka, KS
(785) 320-6789
G –Ksnt-Tv 27 News
Silver Lake, KS
(785) 582-3271
H -Kansas Association of Broadcasters
2709 SW 29th St # G, Topeka, KS
(785) 235-1307
7. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
TOPEKA, KANSAS CAT LINKS
PERSIAN CAT BREEDERS IN KANSAS
http://persiankittenempire.com/Breeders/cat-breeders-in-Kansas.htm
THE CAT ASSOCIATION OF TOPEKA, KANSAS
http://www.topekacat.org/information.html
AIRTIMES
• Noon to 4 (soaps): $150-300
8. JOHN, ROSALIE, MARIA, MARGARET, CHERYL
Script
a
LS OF HAPPY KITTEN EATING LOOK AT HER. SHE’S YOUR WORLD. YOU LOVE
PURINA KITTEN CHOW HER WITH ALL YOUR HEART. YOU WANT
WHAT’S BEST FOR HER SO YOU KEEP MAKING
MEMORIES OF A LIFETIME. SO WHY SETTLE FOR
BORING, GENERIC KITTEN FOOD? GIVE YOUR
KITTEN WHAT SHE WANTS. GIVE HER WHAT
SHE NEEDS. GIVE HER KITTEN CHOW!
SPIN FX TO:
WITH ITS ULTI-PRO ENHANCED PROTEIN
MS GRANDMA REACHING SYSTEM AND ADDED TAURINE, PURINA KITTEN
FOR GENERIC KITTEN FOOD, CHOW WILL SUPPORT YOUR KITTEN’S IMMUNE
SHAKING HER HEAD, THEN SYSTEM AND HELP PROPER MUSCLE
REACHING FOR PURINA DEVELOPMENT. WHY WAIT? NURTURE HER
RIGHT FROM THE START!
LS GRANDSON TALKING TO GRANDSON: GRANDMA! WHAT ARE THEY
GRANDMA WITH PURINA SAYING?!
KITTEN CHOW BAG IN HER
HAND
PURINA KITTEN CHOW! NUTURE HER HEALTHY
HEART, START RIGHT NOW! X2
WS MEN IN TUXEDOS AT THE
BARBERSHOP SINGING THE
PURINA KITTEN CHOW
JINGLE
LS KITTEN DANCING TO THE
SINGING TUXEDO MEN
SHOW YOUR KITTEN JUST HOW MUCH YOU
LOVE AND CARE FOR HER TODAY. BUY PURINA
KITTEN CHOW, NOW IN BITE-SIZED THAT
KITTENS LOVE!
LS GRANDSON AND
GRANDMA BEWILDERED BY
THE DANCING CAT
