Media Plan for Method

Method

Media Plan Book Amy Barton

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Spring 2012

Executive Summary Product: Method

Year: June 1, 2012-May 31 2013

Budget: $30,000,000

Target Audience

The primary target audience is composed of US adults aged 18-49. The secondary target will be Hispanic

US adults aged 18-49. The primary target will be given 65 percent of the budget and the secondary will

use 34 percent of the budget.

Spot Markets

Spot advertising will account for 34 percent of the budget. These markets include San Antonio, TX;

Dallas-Fort Worth, TX; Houston, TX; West Palm Beach, FL; Miami-Ft. Lauderdale, FL; Orlando, FL;

Tampa-St. Pete, FL; San Diego, CA; Sacramento-Stockton, CA; San Francisco, CA.

Market Share Goal

The marketing objective for 2012-2013 year is to increase Method’s share in the eco-friendly household

cleaner market by 5 percent, bringing it from 25 percent to 30 percent.

Media Objectives

Period 1-June

No advertising

Period 2- July – August

National Reach - (70%)

National + Spot Reach - (75%)

National Frequency - (3%)

National + Spot Frequency- (3%)

Period 3- September-November

No advertising

Period 4-Decmeber-January





Period 5-February

No advertising

Period 6-March-May





Media Mix

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Spot TV- 25% $4,497,200

Cable TV – 19% $3,469,800

Spot Radio – 18% $3,256,400

Network TV– 4% $754,900

Syndicated TV – 3% $614,100

Nat’l Newspaper – 3% $603,500

Network Radio – 14% $2,593,200

Direct Mail – 10% $1,855,800

Internet – 2% $283,900

Magazine – 2% $326,100

Table of Contents

Situation Analysis……………………………………….4

Background Information…………………………...4

Marketing Mix/Product Analysis…………………..4

Constraints………………………………………….6

Current Environment……………………………….7

Competition/Market Share………………………….9

Marketing Objectives………………………………10

Target Audience…………………………………………10

Media Objectives………………………………………..12

Reach and Frequency Chart………………………..12

Reach and Frequency Goals………………………..12

Continuity…………………………………………..12

Goals per Period…………………………………….13

Media Mix………………………………………………..15

Media Types………………………………………...15

Weighting of Media Types…………………………16

Media Schedule……………………………………..21

Budget Recap……………………………………….21

Cost Summary……………………………………....22

Computer Analysis………………………………….26

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Situation Analysis

Background Information Method Products, Inc. is a San Francisco-based company which produces a line of

environmentally friendly home cleaning products branded as “Method”. The company was born

in 2001 when roommates Adam Lowry and Eric Ryan began questioning if all cleaning products

had to be poorly designed with unpleasant odors and toxic chemicals. Combining their talents

and ideas, the two sought to revolutionize the household cleaner market. Method’s first product,

a cleaning spray, was launched in Mollie Stone’s grocery store in Burlingame, California and

(unlike other brands) claimed to provide the consumer with everything they could possibly want

in a household cleaner: cleanliness, zero health concerns, stylish design, pleasant odor and eco-

friendliness. The introduction of the spray paved the way for Method to make its mark on the

competitive market of household cleaners. In 2006, Method was ranked by Inc, 500 as the 7th

fastest growing private company in America, and in 2007 it became a founding B corporation.

Marketing Mix

Product:

Today, Method’s products include dishwashing liquid, all-purpose cleaner, disinfecting wipes,

floor and surface cleaner, bathroom cleaner, wood and granite cleaners, laundry detergent, fabric

softener and hand wash. Method also manufactures products designed especially for children

including a Mickey and Minnie Mouse hand wash.

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Place:

Method products can be found in more than 35,000 retail locations throughout the United States,

Canada, United Kingdom, France and Australia. Major national retailers include Target, Lowe‘s,

Whole Foods and Bed Bath & Beyond.

Price:

While most eco-friendly cleaners sell for a higher price than regular cleaners, the prices of

Method products are higher than other brands in this market. According to Mintel, a Green

Works product sold at Wal-Mart is 8.8 cents/oz. while the same Method product was 24.9

cents/oz at Whole Foods. In order to compete with this giant company, Method needs to give

consumers a reason to pay a little extra for their products.

Promotions:

Method will launch three promotions with this campaign:

1. Buy Three for Four

2. Buy One, Get One FREE

3. $2.00 off coupon

The Buy Three for Four promotion is offered in August via Network Television in both early

morning and daytime. This execution is an attempt to reach the female homemakers in the target

audience who are more prone to watch TV during these time periods. The promotion appears

during the Today Show and Good Morning, America in the early morning. In the daytime, it

appears during Rachael Ray and The Ellen DeGeneres Show.

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The Buy One, Get One FREE promotion is distributed in December in both The Wall Street

Journal and USA Today because these two publications have the widest circulation of newspaper

in the United States. This medium also attracts the older people of the primary target as older

adults are more likely to read newspapers than younger adults.

In May, the $2.00 off coupon is distributed along with the direct mail postcard. Because

advertisers can be super selective with direct mail, this is a chance to reach both the primary and

secondary audiences. Research indicates that Hispanics more likely to be drawn to direct mail

with visually appealing and interesting advertising. Therefore, the majority of the budget for

direct mail is allotted to Hispanic consumers.

Positioning:

The eco-friendly product is currently positioned to inspire a happy and healthy home revolution.

Method claims to make eye-appealing, pleasant smelling products that work for both the

consumer and the planet.

Constraints

The uncontrollable variables in this campaign include:

1. The $30 budget

2. The economic recession

3. The competitive household cleaner market

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Current Environment

Method is an environment-friendly household cleaning brand and competes in the general

household cleaners market. Recently, the category felt the effects of the economic recession

which has compelled consumers to cut down on specialized household cleaning products and

invest more into all-purpose cleaners.

In contrast, the green cleaning product market showed exceptional growth at the same time that

the broader conventional cleaning market grew only 7 percent. In addition, environmentally

friendly cleaners accounted for 3 percent in 2008, and Mintel Reports forecasts that share will

soar to 30 percent in 2013. It’s suggested that these numbers are the results of a rise in consumer

concern for pollution, climate change and exhaustion of natural resources increases.

While consumers do have an interest in green cleaning products (almost half of the Mintel

survey respondents reported buying eco-friendly products whenever possible), more than half of

the respondents believe these products to be too expensive and less than three in 10 respondents

believe them to be worth the extra money. But not everyone feels that way.

Mintel also reveals that 44 percent of young adults aged18-34 believe eco-friendly household

cleaners to be worth the extra money and more than half buy them whenever possible. In

addition, parents with children under 18 in the household have indicated that they too are more

likely to purchase green cleaning products.

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In order to push sales to these and other consumers, Method is currently running a promotion

called “Method of the Month” where online shoppers are offered 20 percent off all products until

3/31/12; however, only those who have signed up for Method’s emailing list and visitors to the

website are aware of it. There have been no findings of additional uses of media to advocate this

specific promotion. In general, however, Method has offered several coupons through Target,

both in print and online. These coupons are then shared all over the internet through mommy

bloggers and couponers. There’s no way of knowing how many eyes see these coupons every

day.

In 2004, Method discovered that a pop-up shop costs no more than a billboard advertisement and

set up near San Francisco’s Union Square from August to November. Blending event marketing

with retail, the pop-up shop showcased Method products in a gallery-like setting and underlined

the difference between Method and its competitors.

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Competition

Market Share:

The household cleaning market contains an extensive list of brands and products, resulting in

much diversity and competition. The Clorox Company, Reckitt Benckiser and SC Johnson form

the top tier of the market, and together they control approximately half of the category sales. To

drive growth and prompt consumer interest, these suppliers regularly introduce and promote new

products, and of course, eco-friendly cleaners offer room for expansion.

34%

25%

10%

6%

6%

4%

3%

1%

1% 1%

1% 1% 1%

1%

1%

0% 1%

0%

3%

Eco-Friendly Household Cleaning Market 2011

Clorox Green Works

Method

Seventh Generation

Mrs. Meyers

Simple Green

Nature's Source

Bon Ami/Faultless

Mean Green

Earth Friendly Products

Nature's Miracle

J R Watkins

Bi O Kleen

Earthworm

Rug Doctor Oxy Steam Green

Caldrea

Sun and Earth

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In 2008, Clorox introduced its Green Works line and within 10 months had snatched 40% of the

market share (Method held 64 percent of the share a year prior). The recession, though, took a

toll on the line as revenue declined 24 percent from 2009-2011 while more established green

brands like Method did not suffer as much. However, Method is still challenged with the prices

of Green Works products, only holding 25 percent of the market share while Green Works holds

34 percent.

Marketing Objectives

Market Share Goal:

The marketing objective for 2012-2013 year is to increase Method’s share in the eco-friendly

household cleaner market by 5 percent, bringing it from 25 percent to 30 percent.

Communication Objective:

Advertising will create purchase intention among adults aged 18-49 with a focus on Hispanic

adults aged 18-49 that Method will inspire a happy and healthy home revolution.

Target Audience

After reviewing the current trends of the eco-friendly household cleaner market, the most

proficient primary target audience will be composed of US adults aged 18-49. According to

Mintel Reports, 44 percent of young adults aged 18-34 believe eco-friendly household cleaners

to be worth the extra money, and 43 percent of adults aged 18+ who do household cleaning have

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never tried a green cleaner; therefore, those aged 18-49 will be the plan’s primary target

audience. This large age group contains parents who have young kids at home. The idea that an

eco-friendly household cleaner is safe to use around children is the key to reaching these parents.

The number of users with one or more child in the house is always higher than those without.

In addition, research suggests that younger audiences are more committed to green cleaners.

Most consumers in their 20s and 30s claim that eco-friendly cleaners are not as effective as

standard cleaners; however, more than half of them claim to buy them whenever possible. This

shows a deep commitment to the cleaner’s benefit for the environment.

Secondary Target:

The secondary target will be Hispanic US adults aged 18-49. Mintel Reports also states that

African Americans and Hispanics are more likely to buy a variety of cleaning products as well as

invest in eco-friendly cleaners than any other race. Currently, 16 percent of US residents are of

Hispanic or Latino origin, making this the largest minority group in the nation (US Census

Bureau Report, March 2011). Because this group is more likely to buy a variety of cleaning

products compared to other groups, the plan will give extra attention to them. Hispanics are more

likely to reside in the West (41%) or the South (36%) and over half of them reside in just three

states (California, Texas and Florida). Heavier emphasis will be placed in these areas.

As stated before, it’s been reported that Hispanics are more likely to purchase a variety of

household cleaners, suggesting greater importance placed on clean and orderly homes. This

could be due to larger household sizes – 55.1 percent of Hispanics households hold four or more

members with a high incidence of both teens and children. In addition, 62 percent of Hispanics

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are more willing to pay more for child-safe cleaning products and 54 percent claim to buy eco-

friendly (also child-safe) products whenever possible. However, Method is not this group’s first

choice for these type products -- Simple Green products (43 percent) is the preferred choice

followed by Clorox Green Works products (41 percent) and then Method (16 percent) as the

third choice.

Media Objectives

The chart below indicates the media’s definition of reach and frequency:

Reach and Frequency Goals

Due to the emphasis of television in this campaign, the plan will rely more on reach than

frequency. The variety of types and variety of shows allows advertisers to reach every

demographic, economic, ethnic and social group in the country. The primary target can be

reached via several different programs and our secondary target will be reached via Latin

oriented programs.

Continuity

Advertising will be divided into six time periods using a flighting schedule. This means large

amounts of money will be allotted to critical time periods for the household cleaner market,

Level Reach Range Reach Avg. Frequency Range Frequency Avg.

High 75-95% 80% 9-10+ 10

Medium 60-75% 80% 6-8 7

Low Up to 50-55% 53% 1-5 3

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leaving some periods without advertising at all. The campaign will begin in June 2012; however

advertising won’t begin until July for the Back-To-School season and will last until August.

Advertising picks back up in time period four in December and January as people are removing

holiday decorations and reorganizing their houses, making this time important for the household

cleaning market. Advertising will not run in February, but will peak in March and run throughout

May with high reach (80 percent national and 85 percent spot) and low frequency (3 percent

national and 4 percent spot) for the spring cleaning season.

Goals by Period

Period 1: June

This campaign uses a flighting schedule and allots large amounts of money to critical time

periods for the household cleaner market. Therefore, the budget does not allow for

advertisements in this month as June is not a big household cleaning month.

Period 2: July – August

The marketing industry has characterized this time of the year as the “Back to School” season.

During this time, college students are returning to and/or graduating from school. Both situations

require a process of household purging and de-cluttering. In addition, mothers of young children

are organizing everything for their kids to return to school which includes a clean household,

clean clothes, etc. The Buy Three for Four promotion is offered in August via Network

Television in both early morning and daytime.

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Period 3: September-November

Method does not advertise in September, October or November. Major house cleaning isn’t a top

priority during this time period.

Period 4: December-January

Advertisements for Method will run during the holiday season in order to meet the needs of

people who want to do an intense household cleaning before and/or during family and friends

come to visit. The Buy One, Get One FREE promotion is distributed in December in both The

Wall Street Journal and USA Today because these two publications have the widest circulation

of newspaper in the United States.

Period 5: February

Once again, this campaign uses a flighting schedule and allots large amounts of money to critical

time periods for the household cleaner market. Therefore, the budget does not allow for

advertisements in this month as February is not a big household cleaning month.

Period 6: March-May

Period six is the highlight of this campaign and where the majority of the budget is invested

because it’s the spring cleaning season. It’s customary for people to clean their houses top to

bottom to get rid of all the dirt, dust and grim that accumulated over the winter/holiday season.

This time period is critical for the household cleaner market. In order to boost sales at such a

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vital time, Method allots 45 percent of the overall budget ($15,420,300 and 987 GRPS ) to this

period. Every medium utilized in this campaign is used in this period in addition to Direct Mail

which is exclusively used in this period. The Direct Mail comes in the form of a visually

appealing postcard and offers the $2.00 off coupon.

Media Mix

4%

19%

3%

14%

2% 3%

2%

25%

18%

10%

Method Media Mix

Net TV

Cable TV

Syndication TV

Net Radio

Magazine

National Newspaper

Internet

Spot TV

Spot Radio

Direct Mail

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Spot TV - 25%

Spot TV accounts for the bulk of Method’s budget. Through this medium, Method easily reaches

its secondary target, US Hispanics aged 18-49 (a crucial demographic for in this market). As

already stated, 41 percent of US Hispanics reside in the West and 36 percent in the South, and

over half of them reside in California, Texas and Florida. The cities listed in the table below are

where the advertisements run out of the top 40 markets in the nation. In addition to the

advertising that runs in Network TV and Cable TV for these markets (mentioned below), Spot

TV focuses on three major networks geared specifically at people with Hispanic or Latino

background – Telemundo, Univision and Mundofox. The majority of the GRPS are invested in

primetime because this is the time of day when most people sit down to watch television. Spot

TV uses 201 GRPS using $4,497,200.

Market Name HH Rank % US HH

TEXAS

San Antonio 37 .7%

Dallas-Fort Worth 5 2.16%

Houston 10 1.82%

FLORIDA

West Palm Beach 38 .69%

Miami-Ft.

Lauderdale 16 1.36%

Orlando 19 1.27%

Tampa-St. Pete 13 1.58%

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CALIFORNIA

San Diego 27 .93%

Sacramento-

Stockton 20 1.23%

San Francisco 6 2.14%

Cable TV – 19%

Cable TV contains the second greatest amount of Method advertising. Approximately 68 percent

of US households receive cable, reaching millions of people of every demographic, ethnic and

social standing in a very cost efficient manner. Entire networks are built around specific

audiences; Method advertises in four of them to attract the primary target:

1. AMC target audience – adults 25-54

2. Food Network target audience – adults 25-54

3. E! Entertainment target audience – adults 18-49

4. The CW target audience – adults 18-34

This medium accounts for 498 GRPS and $3,469,800 of the overall budget.

Spot Radio – 18%

Radio is the most cost efficient medium to reach a large amount of people. Radio reaches 81

percent of people aged 12+ each day and 95 percent each week. As with Spot TV, Spot Radio

advertising is issued in the Texas, California and Florida markets listed in the table above in

order to reach the secondary audience. Most of the GRPS are issued in morning drive; this is the

best time of day to purchase radio because people tune in on their way to work. In addition (as

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stated below), Network Radio airs on top of Spot Radio; however, the Network advertising

largely focuses on evening drive, giving the secondary target an even greater dosage of the

message (greater emphasis). Overall, Spot Radio uses 369 GRPS and $3,256,400 of the budget.

Network Radio – 14%

All four dayparts (morning drive, daytime, evening drive and nighttime) are used among each

period; evening drive receives the majority of the Network Radio budget ($836,000 and 220

GRPS) as this is the time of day in which most people go to the grocery store.

All these listeners tune in from different radio formats that specialize in particular genres. For

purposes of this campaign, Method invests in a variety of news/talk shows, country,

contemporary and oldies in network radio as the listeners of these programs include those in our

primary target. Overall, Network Radio uses 643 GRPS and accounts for 29 percent of spending

or $2,593,200

Direct Mail – 10%

Because of its cost efficacy, Direct Mail is used instead of Spot Newspaper advertisements.

Direct mail has the potential to be the most selective of all media because the advertiser can

receive access to a complete and up to date list of the names and addresses of everyone in the

target audience. It’s only used during period six and arrives in the target’s mailbox in the form

of a postcard. The postcard incorporates Method’s values and a spotlight on one Method product

in a visually appealing way to keep it from being discarded, as so many pieces of Direct Mail do.

In the month of May, all the postcards display the $2.00 off coupon. Direct Mail only uses 3

GRPS but costs $1,855,800 or 10% of the budget.

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Network TV – 4%

Network TV is the most expensive of any TV medium. This in addition to the large amounts of

Spot TV and Cable TV explains why this campaign only invests 4% of the budget in it. The

majority of Network TV’s GRPS is allotted to early morning because female homemakers with

young children at home are prone to watching Network TV at this time. Advertisements appear

in shows such as The Today Show and Good Morning America. Network TV uses 267 GRPS and

$754,900 of the budget.

Syndicated TV- 3%

Syndicated TV is used less than the previous types of TV because it’s the least cost efficient and

because most of the budget is already allotted to Spot TV and Cable TV. It’s only utilized in

period six and invested in prime-time shows that appeal to the primary target such as “Law &

Order”, “Friends” and “Seinfeld”. Syndicated TV uses 27 GRPS and costs $614,100, or 3% of

the budget.

National Newspaper – 3%

There are several advantages to using newspaper in a campaign (extensive market coverage,

flexible deadlines, reader acceptance, etc). Method’s reason for implementing newspapers into

its campaign is strictly because 60 percent of coupon users get their coupons from newspapers.

The Buy One-Get One Free coupon runs in the month of December during period four in both

The Wall Street Journal and USA Today because these two publications have the widest

circulation of newspaper in the United States. This medium also attracts the older people of the

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primary target as older adults are more likely to read newspapers than younger adults. Only 8

GRPS are used costing $603,500 or 3% of the budget.

Internet – 2%

This campaign only uses 12 GRPS for Internet. Most people don’t normally search the internet

for information on and/or purchase household cleaning products. Also, this medium is very

expensive because it reaches a large amount of people. The 12 GRPS invested into Internet are

only utilized in period six and cost $283,900, or 2% of the budget.

Magazine – 2%

Magazines are an extremely expensive medium. Because women do most of the grocery

shopping, Method invests in 60 GRPS for both the women’s magazines (Family Circle,

Woman’s Health, Better Homes & Gardens and Good Housekeeping) and the general interest

magazines (TIME, Reader’s Digest, The New Yorker, and Vanity Fair). Only 10 GRPS are used

for the men’s magazines (GQ, Esquire and Men’s Health). Regardless of vehicle, Method’s

magazine advertisements are four color, full page ads allowing for explanation of the product

and why it’s worth the extra money. Overall, Magazine uses 150 GRPS and $326,100 or 2% of

the budget.

Unused Media

The budget does not allow for outdoor media, as this is a very expensive medium.

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Media Schedule

Budget Recap

Budget Recap Table

Time Period Media Goals GRPS Budget ($30M)

R F # % Period Per Month

1. June - - - - - -

2. July-August M (72) L (3) 600 27.68% $7.26M $3.63M

3. September- November - - - - - -

4. December-January M (72) L (3) 578 26.67% $5.29M $2.64M

5. February - - - - - -

6. March, Apr, May H (82) L (3) 987 45.52% $15.42M $5.14M

TOTAL: 2,168 100% $30M $30M

0

0.5

1

1.5

2

2.5

3

3.5

Do

llars

Sp

en

t in

Mill

ion

s

Month

Method Media Schedule

National

Spot

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Cost Summary

National + Spot Cost Summary = $ 27,983,700

National Contingency: $1,500,000

Spot Contingency: $500,000

Period 1: June

No advertising

Period 2: July – August $ 7,266,200

July: $3,633,100

Network TV Early Morning: 30-second spots. 40 GRPS. $887, 200.

Network TV Prime: 30-second spots.30 GRPS. $1,134,700.

Network Cable Daytime: 30-second spots. 40 GRPS. $196,300.

Network Cable Early Fringe: 30-second spots. 30 GRPS. $300,200.

Network Radio Daytime: 60-second spots.40 GRPS. $180,000.

Network Radio Evening Drive: 60-second spots. 40 GRPS. $152,000.

Spot Radio Daytime: 60-second spots. 50 GRPS. $684,000

Spot Radio Nighttime: 60-second spots. 30 GRPS. $98,600

August: $3,633,100

Network TV Early Morning: 30-second spots. 40 GRPS. $887, 200.

Network TV Prime: 30-second spots.30 GRPS. $1,134,700.





Spot Radio Daytime: 60-second spots. 50 GRPS. $684,000


Period 3: September – November

No advertising

Period 4: December – January $5,297,400

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December: $2,648,700

Network TV Early News: 30-second spots. 20 GRPS. $461,100.

Network TV Prime: 30-second spots. 10 GRPS. $378,200.


Network Cable Late Fringe: 30-second spots. 39 GRPS. $37,800.

Network Radio Morning Drive: 60-second spots. 40 GRPS. $175,200.


Network Radio Nighttime: 60-second spots. 40 GRPS. $144,000.

National Newspapers: Full Page, Black & White. 1 GRP. $75,400.

Spot TV Prime: 30-second spots. 6 GRPS. $203,400.

Spot TV Late Fringe/News: 30-second spots. 6 GRPS. $89,800.

Spot Radio Morning Drive: 60-second spots. 20 GRPS. $238,200.

Spot Radio Evening Drive: 60-second spots. 10 GRPS. $135,500.

Spot Radio Nighttime: 60-second spots. 37 GRPS. $121,700.

January: $2,648,700

Network TV Early News: 30-second spots. 20 GRPS. $461,100.

Network TV Prime: 30-second spots. 10 GRPS. $378,200.


Network Cable Late Fringe: 30-second spots. 39 GRPS. $37,800.



Network Radio Nighttime: 60-second spots. 40 GRPS. $144,000.

National Newspapers: Full Page, Black & White. 1 GRP. $75,400.

Spot TV Prime: 30-second spots. 6 GRPS. $203,400.


Spot Radio Morning Drive: 60-second spots. 20 GRPS. $238,200.


Spot Radio Nighttime: 60-second spots. 37 GRPS. $121,700.

Period 5: February

No advertising

Period 6: March – May $ 15,4,203,00

March: $5,140,100

Network TV Early Morning: 30-second spots.5 GRPS. $1,10,900.

Network TV Daytime: 30-second spots. 10 GRPS. $3,75,900.

Network TV Early News: 30-second spots. 1 GRP $23,100.

Network TV Prime: 30-second spots. 1 GRP. $37,800

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Network TV Late Night/Late News: 30-second spots. 1 GRP.$21,100.

Network TV Sports: 30-second spots. 1 GRP. $40,000.



Network Cable Prime: 30-second spots. 1 GRP. $24,800

Network Cable Late Fringe: 30-second spots.4 GRPS. $38,800.

National Syndication: 30-second spots. 9 GRPS. $204,700.



Network Radio Evening Drive: 60-second spots.20 GRPS. $76,000.

Network Radio Nighttime: 60-second spots.22 GRPS. $79,200.

Magazines-Mens: Full Page, Four Color. 10 GRPS. $280,900.

Magazines-Womens: Full Page, Four Color. 20 GRPS. $ 443,800.

Magazines-General Interest: Full Page, Four Color. 20 GRPS. $362,200

National Newspapers: Full Page, Black & White. 2 GRPS. $150,900.

Internet: Banner. 4 GRPS. $94,500.

Spot TV Daytime: 30-second spots.13 GRPS. $168,100.

Spot TV Early Fringe/News: 30-second spots. 7 GRPS. $107,900.

Spot TV Prime: 30-second spots.20 GRPS. $677,900.


Spot Cable: 30-second spots.15 GRPS. 289,800.

Spot Radio Morning Drive: 60-second spots.7 GRPS. $83,400.

Spot Radio Daytime: 60-second spots. 5 GRPS. $68,400.



Direct Mail: Postcard. 1 GRP. $618,600.

April: $5,140,100















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May: $5,140,100



























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Media Plan for Method

Documents

national spot frequency

national spot reach

national frequency

national reach

spot markets spot advertising

spot radio

media objectives period

media mix