Advertising Media Planning Report

Fiji Singh 1092069

Roger Marshall | Advertising Media Planning 386626 |

Vogel’s Bread | Print Report |

1.0 Executive Summary

This report will demonstrate the procedure required by Vogel’s to achieve a successful product launch. The specific product being released is a new range of gluten free bread. Vogel’s have been very clear with their needs and requirements, providing their marketing briefs and objectives for the desired press campaign. The following is the data and findings

* The current total expenditure on advertising by the bread industry for the calendar year 2011 was equal to $6,213,912. 73% of spending was focused towards television. The exact amount being $4,519,811. This could be the result of television utilising several senses whilst reaching large audience numbers.

* The brands with the largest spending on advertising are Ploughman’s and Tip Top. Both of these brands are owned by George Weston Foods (GWF). These two spend a combined total of 65% on advertising and are Vogel’s main competitors. Vogel’s is the only major bread brand not owned by GWF. This shows the large market share the company currently holds and the large amount of expenditure it possesses. The total amount on spending by these two companies was equal to $4,009,500.

* Vogel’s spent a total of $461,303 on Advertising in 2011. A total of 7% of the Annual Expenditure by the bread industry. It only used outdoor and magazine mediums with the majority focusing on outdoor.

* Vogel’s decision to launch a press focused campaign means it is taking on a reliable and unutilised advertising medium. It will have the advantage of being the only major bread producer to focus on press advertising. This will ensure it sticks out in the minds of the readers as it will be somewhat of a rarity. This will give the new product uniqueness and ensure the launch campaign has a quick method of generating product awareness.

* Newspaper advertising has several advantages...