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Media Plan, Fall 2003


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We have decided to only ocus on a spot campaignor Newspaper, running in the months o April,May, June, October, November, and December.

We will purchase our ads per month in each o theollowing vehicles: New York Post, Los Angeles

imes, Chicago ribune, Philadelphia InquirerDaily News, Atlanta Constitution-Journal andin the Houston Chronicle. Each ad will measure3 column inches by 4 inches and will be run on

Wednesday, which is the best ood day.

o achieve our goals, we decided to disperse ourmedia budget to: Cable V (39.13%), Magazines(19.63%), Direct Mail (13.42%), Radio (18.49%),and Newspaper (9.33%). Both national and spotadvertisements will be used in six geographicsegments: New York City, Los Angeles, Chicago,Philadelphia, Houston and Atlanta.

Te national campaign or Cable V includes 80

units or Daytime and 54 units or Early FringeNews each month. Our spot campaign ocuseson 20 units during Daytime and our ads will beshown during Oh Baby on Lietime, A WeddingStory on Te Learning Channel, Lynette JenningsDes on Discovery Channel, and Emergency Vetson Animal Planet. Both network and spot ads will

be 15-second commercials.

Our Magazine campaign involves running onead per month in each o the ollowing vehicles:Soap Opera Digest, First For Women, WorkingMother, Parents Magazine, and Redbook. Wealso decided to utilize a pulsing strateg y, bypurchasing an additional ad in Parents Magazineor the months o April, May, June, October,

November and December.

For Direct Mail, we have decided to use couponsas our promotional strategy and include twoinsertions/mailings or each o the 12 months inall six geographic segments.

Radio will include both a national and spotcampaign. Te national campaign will run all yearand will include 27 units in both Morning Driveand Evening Drive dayparts. Te spot campaign

will include 16 units during Daytime only, oreach o the ollowing months: April, May, June,October, November and December. Both networkand spot ads will be 30 seconds long.

Baskin Robbins is currently looking orwardto scal year 2004, and Baskin Robbins seekedresearch to design an efective media plan that willhelp them achieve their advertising and marketinggoals or the uture. Te annual media budget that

was allocated was $10 million, although the mediastrategies and tactics weve come up with kept usunder budget with a total expense o $9,980,090.

Te target audience we are ocusing onincorporates many attributes deemed positivetoward the Baskin Robbins brand. We are dealing

with all women between the ages o 25 and 44.Tese women are typically college graduates in thewestern census region and a large number o themare Arican American. Our target consumer isthe principal shopper in the household and mosto these women are conormist shoppers, in thatthey purchase items that their neighbors approveo, but are also thought to be liberals. Many othese women have careers in the sales industryand make between $100,000- $149,999 annually.

ypically these women have up to three children,ranging in age rom 3 to 5 years old.

Our advertising messages will be simplistic withlow involvement, promoting the new environmentthat Baskin Robbins would like to portray. Teads will be sentimental and will endorse theold-ashioned mom and pop atmosphere that ourtarget audience enjoys, carrying out messages toamilies and promoting amily involvement.

Our media objectives were to reach 75% o allemale ice cream users aged 25 to 44, utilizinga pulsing strategy in the months o April, June,

July, and then again in October, November andDecember. Our spot goals were to attain a 3.8requency and reach o 55, while our national goals

were to attain a 3.6 requency and a reach o 50.

Executive

Summary


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i | Tble f Ctet Baskin RoBBins | v

Tble f Ctet

1 Budget 1

2 Introduction 2

Marketing Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Recommended. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

C om pe ti ti ve A na ly si s . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Ta rg et M ar ke t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Geographic Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Ad M es sa ge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

3 Marketing Objective

4 Advertising Objective

5 Media Objective

6 Media Strategy

7 Media Tactics

Magazine Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

N ew sp ap er A na ly si s . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 3

Cable Television Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . 13

R ad io A na ly sis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 3

Direct Mail Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Pr ec is e P la n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4

8 Acid Test

9 Flowchart 18

10

Appendix


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| 1

1 BudgetFor the media budget, we have decided to allocateour unds to ve dierent mediums: Cable V,Magazine, Radio, Direct Mail and Newspaper.

With our $10 million dollar budget, we will spend:

$3,904,984 on Cable V (39.13%),

$1,959,180 on Magazines (19.63%),

$1,845,142 on Radio (18.49%),

$1,339,176 on Direct Mail (13.42%),

$931,608 on Newspapers (9.33%)

Tis dispersion has kept us under budget by $19,911with $9,980,089 allocated. (See graphs and charts inAppendix A)


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2 | Med Pl, Fll 2003 Baskin RoBBins | 3

Marketing Elements: CurrentPrice:

In 2001, sales o ice cream and rozen dessertsin the U.S. totaled $20.7 billion. Approximately$13 billion was spent on rozen treats away romhome. W ith all the prots, large amounts are goingtowards the increase in expense and labor. Priceshave increased on a market average o $.25 perscoop due to market saturation as well as rom gasand dairy costs skyrocketing. Cost o butter as wellas skim milk jumped mid-season to an averageo approximately $1.22 a pound. (See chart inAppendix B)

Product:Te rst Baskin Robbins store was opened inGlendale, Caliornia in 1946, eaturing 21 exoticavors. Nearly 60 years later, Baskin Robbins isinternationally known and can be ound in morethan thirty-ve various countries at 4,500 dierentlocations. Baskin Robbins now oers 31 avors(a dierent avor or every day o the month) andchanges them requently due to seasonal changes(ex: Egg Nog, Winter White Chocolate), regionalpreerences (ex: New York French Vanilla, CreoleCream Cheese Ice Cream), cultural trends (ex:Lunar Cheesecake, Beatle Nut), and promotionalavors linked with current movies. Over its past57 years in business, Baskin Robbins has collected

a total o 1,000 dierent ice cream avors since its

origin and continues to daily serve 150 million icecream cones alone.

Besides scoops o ice cream, Baskin Robbinseatures specialty ice cream c akes, novelty sundaes,pre-packaged quarts to enjoy at home, and rozenbeverages. Teir beverages range rom traditionalshakes to thick malts, ruit smoothies or the healthbus, and rozen coee drinks such as the inamousCappuccino Blast.

A great accent to the Baskin Robbins name is thatthe brand is concerned with healthy alternativesor ice cream lovers. Te store oers sherbets andsorbets, low at ice cream and yogurt , and No SugarAdded Ice Cream with NutraSweet or diabetics.So anyone in the amily can enjoy a trip to Baskin

Robbins. (See chart in Appendix C)

Te product is internationally ranchised by AlliedDomecq Quick Service Restaurants. BaskinRobbins also oers other products outside o theirstore, including: Smooth & Creamy Hard Candyand a Baskin Robbins at-home ice cream maker.

Place:

For years Baskin Robbins has made and sold its icecream and other products in more than 5,100 retailstores worldwide (www.baskinrobbins.com). T issummer in Boston and Providence/Bristol CountyBaskin Robbins, also, sold ice cream to its customers

with in an ice cream truck (Ice Cream Reporter).

While, Allied Domeq the owner o Baskin Robbins,

2 itrductDunkin Donuts, and ogos has created an umbrellaacility that will eature Baskin Robbins and theother two companies in one building (Perlik).

o compare one o Baskin Robbins maincompetitors Dairy Queen only sells its ice creamand other products through 5,700 stores located inthe US, Canada, and 22 other countries (dairyqueen.com). While Ben & Jerrys has 235 ranchises in

the US, the company also has scoop shops in France,Israel, the Netherlands, and the United Kingdom,and sells its ice cream packaged to grocery stores,restaurants, and ood service accounts (benjerry.com). Lastly, Coldstone is a unique competition.Like the others Coldstone sells its ice cream instores across the countr y, 500, and has 500 morebeing built. Whats unique is that Coldstone oersgourmet ice cream mixed with ingredients choosen

while you watch (coldstonecreamery.com).

Promotion:

Since 1953, Baskin Robbins has promoted its 31avors o ice cream. Te brands trademark pinkspoons are synonymous with the name. Baskin

Robbins has expanded into an internationalranchise, owned and operated by Allied DomecqQuick Service Restaurants. Te companysmarketing aims are to build brand awarenessthrough national brand support. S tore-specic andmarket-specic activities and events aim to increasestore trafc. Media used or national marketinginclude radio, television and print advertisements.Baskin Robbins uses tie-ins with sporting eventsand movie premieres. Baskin Robbins recentlypartnered with the X-Men 2 movie, and useda promotional partnership with NBCs FallPrimetime lineup in 2002.

Media used or local marketing include grandopenings, direct mail, community event

sponsorships, radio, local cable television, coupons,

and promotions. Baskin Robbins has used publicrelations to convey messages. Examples includeFree Scoop Night to support childrens literacy,and the issuing o press releases to distributeinormation regarding special events andpromotions. Baskin Robbins also oers ree scoopcoupons to use in correlation with its customersbirthdays. Te Birthday Club oers a ree kids conecoupon to any child under 12 years old on theirbirthday. Te child must register online or at a localBaskin Robbins and then the coupon is sent in themail as a reminder to stop in the store.

Competitors such as Ben & Jerrys, Dairy Queen,and Carvel use national and local advertising toincrease brand awareness. Ben & Jerry s uses publicrelations to promote environmental conservation.Dairy Queen supports community involvement bybeing national sponsor o the Childrens MiracleNetwork. Carvel uses celebrity endorsements, suchas Kelly Ripa and Oprah Winrey or promotions.

RecommendedPrice:

As the cost o operations and material used in icecream production exceed the previous year, priceso Baskin Robbins ice cream will inevitably needto be raised. Baskin Robbins use an above averagepricing range compared to direct competition, thatis with Dairy Queen and Ben & Jerrys. Whencompared to Cold Stone, Baskin Robbins prices areapproximately 49% less, although that is only theice cream price and not the price o the Cold Stoneentertainment. However, since eat-in creameriesare considered a luxury treat, consumers are notconcerned with the prices and thereore will pay

what is needed as long as it does not cross the pricethreshold. It is recommended that the price willonly increase to meet the increase in operation costs

or the next year.


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wonderul 10-minute vacation experience whencoming to Cold Stone (Phoenix Business Journal,2003). Cold Stones prices are higher, with amedium scoop with one mix in or topping costing$3.39 and a medium sundae costing $3.79.(Reerback to Appendix B) Cold Stones market share in2002 was approximately 0.24% in 2002 (IDFA.org,2002; Hoovers.com).

Te Ice cream and rozen novelties market is evenlysplit, with 50% o sales occurring in ice creamparlors and 50% occurring in supermarkets andother retailers. Sales o ice cream to be consumedat home were $7.7 billion dollars in 2001 (IDFA.org, 2002). A variety or brands such as HaagenDazs, Healthy Choice, Blue Bell, Edys, Starbucks,Ben & Jerrys and many others are available orpurchase at supermarkets. Te average price ora pint ranges between $2.70 and $4.70 with Benand Jerrys being the least expensive and Starbucksbeing the most expensive. (For competitive mediabudgets, see Appendix D).

Target MarketOur target audience is all women ages 25-44. Tese

women have a lot o buying power. Te indexes oboth age groups o Baskin Robbins users are high.Ages 25-34 have an index o 134 in this category,

while ages 35-44 have an index o 98. However,we are choosing not to specically limit our targetaudience to current Baskin Robbins consumers, andinstead to include all women in these age groups.

We want to change perceptions o our target marketand make them view Baskin Robbins as more oan old-ashioned ice cream parlor. Women theseages are an ideal target to do that with because theyare not as concerned as the younger populationabout going to trendier ice cream shops. Tis targetaudience has approximately 42,710,581 people in it

and represents 22.24% o the population.

Competitive AnalysisPrimary competitors or Baskin Robbins includeDairy Queen and Cold Stone Creamery, andsecondary competitors include all supermarkets.Dairy Queen has been around or 60 years andis still expanding. It is the leading r anchiser inrozen treat stores. It has more than 5,700 locationsoperating in the US, Canada and 22 other countries

and had sales o $450 million in 2002 (Hoovers.com). Dairy Queen oers both hot eats andcool treats with menu items including chickensandwiches, burgers and salads along with ice creamcones and Blizzards, their signature ice c ream treat.Dairy Queens prices are airly equal to BaskinRobbins with a medium scoop o ice cream at $2.77and a medium Blizzard costing $2.75. (Reer backto Appendix B) Dair y Queen ran a new advertisingcampaign running rom February through October

with humorous ads that eature the Blizzard asDairy Queens own work o art and reinorce thatthey also sell hot meals. Te ad campaign costbetween $35 and $45 million dollars (MinneapolisBusiness Journal, Feb, 2003). Dair y Queen held22.5% o market share at the end o 2002 (IDFA.

org, 2002; Hoovers.com).

Cold Stone Creamerys year-to-date sales areabove the $100 million mark, exceeding itsrevenues or $88.1 million in 2002 (Hoovers.com). It is the astest growing ranchiser o icecream retailers recently opening its 500th store.Cold Stone opened 144 new stores in 2002, about170 more this year and is planning or 450 morein 2004. Stores operate in 41 dierent statesincluding Hawaii, Alaska and the Caribbean(Atlanta Business Journal, October, 2003). ColdStone provides a unique ice cream experienceby providing customers the chance to create theirown avors with numerous choices or mix-ins putinto the ice cream on a rozen granite stone. Cold

Stones advertising campaigns express the idea o a

Product:

As ar as the current product oerings areconcerned, it is determined that Baskin Robbinsoers a wide array o options. We recommendthat the brand continue oering various choicesto regular ice cream lovers, health bus, dieters,diabetics and those customers with high cholesterolor other dietary concerns and restrictions. Weurther recommend that they look into morepromotional avors linked with cartoon movies orkids and continue to urther expand their entirerepertoire o avors.

Place:

Our recommendations or Baskin Robbins placedistribution, is to nd more venues to sell BaskinRobbins ice cream products such as the grocerystore, restaurants, or other ood oriented stores.In doing this, the product may be more easilyaccessible to customers.

Promotion:

For Baskin Robbins, we recommend usingvarious types o promotion in 2004. We stronglyrecommend the use o direct mail; incorporatingcoupons to bring customers back into the store. Weeel that the promotional partnership with NBCdeemed very successul, and that we should keepthese opportunities open in the uture. We alsoeel that public relations activities and oering reescoops or customer birthdays will incite a moreamily-oriented scene. In addition to this, wesuggest donating to a more well known charity thatcustomers will be amiliar with. National and localmarketing techniques are also urther recommendedin order to carry out the Baskin Robbins name into

various communities.

SMRB data: Sex: Women; col. A: 100,031,000; col. D: 100

Ages: 25-34; col. A: 38,900,000; col. D: 1001.

Ages: 35-44; col. A: 43,090,000; col. D: 1002.

We composed our target prole based on actorswe deemed to be important when thinking aboutour media campaign. We made our decision basedon which group o Baskin Robbins consumers has

the most buying power, or the highest index relativeto the population in each category. We ignoredindex numbers with two stars. *P lease reer to ourappendix or the population size and index numbero each category.

Our target consumer is the principal shopper inthe household. Tey are mostly black and makein between $100,000- 149,999 a year. Tey haveattended college and have an occupation as a salesperson. Tey have three children in the age rangeo 3-5 years. Tey live in the West census region.

Teir political outlook is liberal and they have theshopping behavior o a conormist; they buy whattheir neighbors approve o. (For chosen targetgroupings, see graph in Appendix E)

Geographic SegmentsTe geographic segments we decided to use are:New York City, Los Angeles, Chicago, Philadelphia,Atlanta and Houston. Since 52% o the currentpopulation is o emale ice cream users, we lookedat 52% o each o our market options in top 12individual DMAs. According to SRDS data on icecream users, we collected the ollowing inormation:

New York City, Los Angeles, Chicago andPhiladelphia were among the top largest percentageo the total population, so targeting t hese segments

would help intensiy our reach. Tey were alsoamong the leaders in Baskin Robbins users, so

there would already be a large brand base or us to


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Since the brand sales or Baskin Robbins alonecould not be ound, we used Allied Domerqs 2002sales, $489.9 million, divided by the $2.1 billion in2002 sales or the ice cream industry:

Allied Domerq 2002 Sales = $489.9 million x100 = 23.33% Current Market Share

otal Ice Cream Sales = $2.1 billion

Since Dairy Queens sales were close, we suggest a10% increase in sales or the scal year 2004.

Projected Increase in Sales = $489.9 million x110% = $538.89 million

Projected Increase in Sales = $538.89 million x

100 = 25.66% Market Shareotal Ice Cream Sales = $2.1 billion

Assuming that the total industry sales remainconstant, this would increase market share by 2.33%.

expand on. For Atlanta and Houston, they werethe next ideal choices as ar as each evaluated above.Looking at SRDS data concerning the variousregions o the United States and their ice creamsuccess, the Southern region was at the top with31% o the total population, 33% o heavy ice creamusers and 27% o Baskin Robbins users. Because othese acts, we decided that we needed to in cludecities in the southern region, instead o all six

segments alling elsewhere. Among the southerncities specically, Atlanta and Houston were at thetop o their region, and thereore that i s why wechose them. (See segmentations in Appendix F)

Ad MessageOur message will be a simple, low involvementad ocusing on the old-ashioned mom and popatmosphere that our target audience enjoys. It

will not only ocus on this new benet, but it willalso reinorce the abundance o avors that BaskinRobbins carries.

3 Mretg objectveOur marketing objective or the 2004 scal year isto increase sales by 10% within 12 months.

Rationale:

Te ice cream market, including rozen desserts andnovelties, is continually growing. As o 2001, saleso ice cream and rozen desserts in the US grew 3%to total $20.7 billion, with $13 billion o that beingspent on rozen treats away rom home (2003VNU Business Media). Ice cream alone currentlymakes up the largest percent o sales throughoutthe entire market. In 2001, ice cream sales alonereached $12.2 billion. It held 60.8% o the market

while rozen novelties came in second with 27.9%,rozen yogurt at 7.2%, and sherbet and sorbet with a

combined 4.1% (Market Looks September 2002).

As or sales in 2002, the total industry sales were$2.1 billion (Hoovers.com) and Baskin Robbinscontributed to the $489.9 million in sales or AlliedDomerq Quick Service Restaurants (includingDunkin Donuts, Baskin Robbins and ogos). DairyQueen, who is the leading ranchiser in rozentreats, brought in $450 million (Hoovers.com),

while Cold Stone only brought in $5 million (butis also the astest growing). Ben and Jerry s provedto be successul in 1999 by increasing sales to $237million. So although we are top in our market, weeel that new ice cream parlors such as Cold Stoneare expanding and will begin to create a threat toour sales. (Market Looks September 2002).

Baskin RoBBins


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4 advertg objectveOur advertising objective is to change 35% o ourtarget markets attitudes rom new and innovativeice cream, to the old ashioned traditional ice creamparlor within six months.

Rationale:

Since Cold Stone is the astest growing ice creamchain and has come up with new innovative ideasto enhance the dine-in environment and uniquelycater to ice cream lovers needs by oering a wideselection o choices, Baskin Robbins needs to staystrong in their market. O ther small competitorssuch as Marble Slab have also done the same typeo entertainment, so we eel that instead o takingthe same approach as the competition, we should

market our ice cream parlor with more o an old-ashioned look. Baskin Robbins brand perceptionstudies have shown that the old environment tendedto turn away customers rom dining in. o get rido this problem, they are planning on reurbishingall the restaurants, and our suggestion is to ocuson the traditional ice cream parlor look wherecustomers will eel like they are right at home and

will want to stay and revisit more requently.

5 Med objectveOur media objective is to reach 75% o all womenaged 25 to 44 who are ice cream users during thescal year o 2004 utilizing a pulsing strategy

with the message that Baskin Robbins is a amily-riendly, old-ashioned ice cream parlor. (SeeFrequency/Reach Goals in Appendix G)

With a budget o $10 million, we set our goalaccording to 1 billion impressions. Being that ourtarget audience is 42,710,581 women our grossrating points total to 2,341, with 195 gross ratingpoints each month. Using the Ostrow model (SeeAppendix H), we came up with a 3.6 requency orthe national campaign and so ound the reach o 50.

Ice cream sales are higher at dierent times o theyear. Te heaviest dollar sales come in the months,

known as the dog days o summer, in July, August,and September and the next highest months salesare in April, May, and June. In addition, dierenttypes o ice creams are more successul in dierentareas o the U.S. Baskin Robins sees most o itssales come rom the West and the South. Ben& Jerrys sales come mostly rom the Northeastand Dairy Queen is predominant throughout theMidwest (Market Looks August 2002).

Due to our research, we have set our spot campaignto take place during the start o the summer monthsas well as during the collective amily months

which are in quarters 2 and 4. In order to supportthe national campaign we chose a 3.8 requency anda reach o 55.


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had one o the largest index numbers within ourtarget, 112, and the act that it has previously beenused in Baskin Robbins media strategy, it hasbeen recommended that outdoor would not be anefcient media to use. Network television has thelowest index with the target market, 79, and or thisreason in addition to high costs, we eel that thismedium would also be inefcient.

We chose a continuous national campaign t hatwould run the length o a year and incorporate apulsing strategy o a spot campaign on the monthsthat all in the 2nd and 4th quarter, which are April,May, June, October, November, and December.

Te national campaign will stay in the minds othe audience because it is a yearlong showing and

with the support o the spot campaign, it reinorcesthe message we want to portray. During the 2ndquarter, these months are right beore the beginni ngo summer and warmer temperatures, and ice cream

would be the perect dessert or their children thatwould be nishing school. Dur ing the monthso October, November, and December, there arethree major holidays. As a part o these holidays,Halloween, Tanksgiving, and Christmas/Hanukah,amily gatherings are signicant. Not only wouldour target market be exposed to our messages, buttheir amilies as well.

We decided to use six geographic segments orour spot c ampaigns, including: New York City,Los Angeles, Chicago, Philadelphia, Atlanta andHouston. Te rst our cities were the heaviest icecream users within the op 12 Individual DMAs(SRDS data), and Atlanta and Houston werechosen because cities in the southern region o theUnited States incorporate 33% o heavy ice creamsusers. (SRDS data) (See graph in Appendix J).

children as young as two years old are watching aminimum o three hours a day (erranella 2003).Children stear their amily on what to purchaseand where to go to purchase due to their nickymindset. With that in mind, as well as costs oprime time slots and production, we elt t hat 35%o the budget would be appropriate. We elt thatcontinuing to use this media would be the mostefcient way to utilize the budget and to expose ourmarketing message.

Direct mail is the leading media in our targetmarket and in our media mix. With the qualityo targeting specic demographics, direct mailcorners those women and their amilies in whichother mediums cannot reach. With an index o128, direct mail has 20% o the budget. Accordingto CMR data, direct mail is not a medium that isnormally measured so it is difcult to see i BaskinRobbins has used direct mail in the past.

Although magazines have the second lowest indexnumber, 95, in our media mix, magazines aregiven 20% o the budget. Te reason behind thisallocation is that even though Baskin Robbins hasnot used magazines, Allied Domecq Plc. has oneo the largest magazine expenditures in CMR.According to CMR, it is number 100 in the top 100companies with the most money going to magazine.Unortunately, this medium is also very expensive.(For media allocation strategy, see Appendix J)

Te two mediums we decided not to use are

outdoor and network television. Although outdoor

6 Med strtegyo ulll our media objectives, we chose astrategy that is made up o ve types o media:Radio, Newspaper, Cable elevision, Direct Mail,and Magazine. We came to this decision byreerring to the the index numbers or each mediacorresponding with our target market to create ourown Quintile Analysis (See Appendix I), as well asusing CMR data.

With an index number o 107, radio is one o thetop choices with 15% o our budget. Since ourtarget market consists o mothers with at least three

young children, they spend many hours a day in thecar transporting their kids to and rom school, toater-school and weekend activities, and on dailyerrands. In the past, Baskin Robbins has used radioas a media. However due to low production costs,radio as a media has one o the lowest percentageso previous budgets.

Newspaper was given only 10% o the budgetsince it is proven to not be as eective with ourtarget. Only having an index o 90, newspaper

was strictly chosen to support the messages o ourother media. It is a media that enables wide reachand daily impressions and so it will be able to aidother mediums that are restricted to visual only.Baskin Robbins has used newspapers in the past,but was allotted one o the lowest percentages o theadvertising budget assuming the same reasons.

With most o the budget, we are relying on cabletelevision to sustain our message. Cable television

has the attention o the target market; mothers with


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Magazine AnalysisMagazine was allocated 19.63% o the budget or,$1,959,180. In choosing the magazines or thismedia project, the index number and column Arom SMRB were analyzed to determine whichmagazines suit our target o emales ages 25-44the best. Te target base in SMRB o emales25-49 was used. Tis diers slightly rom ourtarget market which only includes emales 25-44

years old. Te dierent editorial content or all othe magazines are centered on mothers, amilies,children, and home. All o the magazines all underthe womens genre o magazines. Te sixteen topmagazines can be ound in Appendix K.

Many actors were considered when choosing anad size and color. Te brand, image, and message

were all taken into account beore making thedecision. Te ad size and color chosen is hal pageull color ads or all o the magazines. Te brand islow involvement which allows the ads to be simpler.Our ads will be image based with a simple messageso a hal page will be sufcient. When looking orthe ad cost we used SRDS Consumer Magazine.

Te CPP analysis or each magazine with thespecic rank each magazine earned based on thead cost divided by the rating, can all be ound inAppendix K. (SRDS)

Te only magazine category that involves themagazines we selected is the womens category. T emagazines selected to run each month are Soap

Opera Digest, First For Women, Working Mother,Parents Magazine, and Redbook. Soap OperaDigest, First For Women, Working Mother, andRedbook will have one ad run each month rom

January through December o 2004. Te pulsingpart o our campaign will come in the monthso April, May, June, October, November, andDecember. Along with t he other magazines alreadyrunning, an additional ad in Parents Magazine willbe run in each o the pulsing months. Te GRPsor a single inser tion or the womans magazinecategory is 43.14 or the continuing campaign inall 12 months, and 60.36 during the six pulsingmonths.

Te average CPP or this category is 2,979.46,3,292.48, and 3,320.31 depending on which monththe ads are run. Te average CPP was calculatedby adding up the ad cost or the magazines that

were selected and dividing that number by the totalnumber o rating points or the magazines that wereselected (SRDS).

Average CPP or the months o January, February,March, July, August, and September:

otal Ad Cost = 128,533.8 = 2,979.46 otal Rating Point 43.14

Average CPP or the months o April, May, andJune:

otal Ad Cost = 198,733.8 = 3292.48

otal Rating Point 60.36

7 Med TctcAverage CPP or the months o October,November, and December:

otal Ad Cost = 200,413.8 = 3,320.31 otal Rating Point 60.36

Te reason or the dierence in average CPPs isbecause o the pulsing months that occur during ourcampaign where an additional magazine is added,

and because the magazine Working Mother thatis used in all 12 months has dierent costs or themonths o October, November, and December. (Seegraphs in Appendix K)

Newspaper AnalysisNewspaper has a budget allocation o 9.33% o thetotal budget, or $931,608. Newspapers total indexrating was 90, so we have decided to only ocus on aspot campaign, using a total o 24 total insertions.

As stated beore, national newspapers will not beused, and the spot newspaper ads will run in New

York, Los Angeles, Chicago, Philadelphia, Atlanta,and Houston. Te ads will be b/w and measure 3

columns by 4 inches, or a total o 12 column inches.Tey will r un on t he best ood day, Wednesday, 4times per month, 6 months. Tis will give us a t otalo 288 column inches in each newspaper or themonths o April, May, June, October, November,and December.

Te total cost or one insertion in each o the sixspot newspapers is $38,817, times 24 total inserti onsunder MFP medium Newspapers (40%HH Cvg)is estimated at $931,608 spent (See graphs inAppendix L).

Cable Television AnalysisCable V has a budget allocation o 39.13% o

the total budget, or $3,904,984 with 134 monthlyGRPs or the network campaign and 20 GRPs permonth or the spot campaign, leading to a totalnumber o 1,727 GRPs. Cable V received a totalIndex rating o 102.

Both network and spot cable televisionadvertisements will be run. Our total nationalcampaign will cost $3,596,146 and will include: 80units or Daytime ads per month because it has the

lowest CPP, 54 units or Early Fringe News adsper month, and although Primetime is the optimalchoice it is also the most expensive, so we decidednot to use this daypart.

Our spot campaign will include 20 units.According to SMRB data, our advertisements

will reach the largest part o our target audienceduring Oh Baby on Lietime, A Wedding Story on

Te Learning Channel, Lynette Jennings Des onDiscovery Channel, and Emergency Vets on AnimalPlanet because these television shows have thehighest index numbers or their respective channelsor our target audience.

We will run a 15-second ad in both national andspot Cable V. Our message will only be 15seconds because o the simplicity o our message.

Tis will allow our ad to run more requently,while remaining close to our budget (See graphs inAppendix M).

Radio AnalysisRadio has a budget allocation o 18.49% o thetotal budget, or $1,845,142, with 54 monthly GRPsor the network campaign and 16 monthly GRPsor the spot campaign, totaling to 744 total GRPs.Radio received a total Index rating o 107.

According to SMRB data or women aged 25-49(provided below), and our previously set goals,

we decided on a radio selection that will include


11/23


months, and 15 second ads on Spot Cable duringthe pulsing months. Spot Cable will be run in ourpreviously specied geographical areas.

Like Cable V, Radio will be run in network,$1,714,608, and spot, $130,534. Te networkads will be run or the ull twelve months, or30 seconds. Te spot ads will also be run or 30seconds and will only during the pulsing months, in

the previously stated geographical areas.

Direct Mail, $1,339,176, will include coupons andwill run in our previously stated geographical areas.We will run 2 insertions at 50 impressions or theull 12 months, giving us a total o 24 GRPs ordirect mail.

loyalty, it will bring new and ormer cu stomersto view the brand new environment that BaskinRobbins is trying to promote.

With 13.42% o our media budget, direct mail isallotted $1,339,176 in promotional selling. Sincedirect mail is difcult t o measure, we are not surei Baskin Robbins has used a similar strategy inthe past or i we are increasing the current numbero impressions. We have decided to ocus on 50

impressions with 2 insertions per month or ourentire promotional schedule and monthly costs willonly be $111.60. Tis plan will ultimately cost us$1,399,176 to advertise during the scal year 2004and will result in a total number o 24 GRPs. Usingthis strategy, we remained well under our originalmedia goal o using 20% o the media budget ordirect mail and could urther allocate the remaining$660,824 toward other mediums.

Precise Plano summarize, our media tactics will rst includenewspaper with a budget o $931,608. Newspaper

will only run spot ads in our selected geographical

areas o New York, Los Angeles, Chicago,Philadelphia, Atlanta, and Houston. Te ads will be3 columns by 4 inches b/w. Newspaper will only berun during our pulsing months o April, May, June,October, November, and December.

We will also run magazine ads in the womenscategory at a budget o $1,959,180. Te ads willbe hal-page, ull-color ads run in Soap OperaDigest, First For Women, Working Mother, andRedbook or all twelve months. We will then runan additional hal-page, ull-color ad in ParentsMagazine during the pulsing months.

Cable V received $3,596,146 or network, and$308,838 or spot. We have decided on 15 secondads on Network Cable during the ull twelve

a network campaign run all year, ocusing onlyon Morning Drive and Evening Drive dayparts.

We will be spending $857,304 in both dayparts,which will give us 27 GRPs in each. Te nationalcampaign will ultimately cost us $1,714,608 and

will give us a total o 648 GRPs or the entirenetwork campaign (54 GRPs per month).

Our spot campaign will include 16 GRPs, or units,allocated to Daytime. We will run our spots during

the months o April, May, June, October, November,and December, in New York, Los Angeles, Chicago,Philadelphia, Atlanta, and Houston, since previousdata has shown these to be the most importantmonths, and geographical regions.

Both network and spot ads will be 30 seconds long(See graphs in Appendix N).

Direct Mail AnalysisAlthough direct mail does not usually incorporate alarge portion o the media budget, we have decidedthat using this venue will be one o the mostimportant aspects o our plan. When reviewing ourquintile analysis (Reer back to Appendix I), directmail showed the highest index number, 128, o totalemales ages 25-49. W ith such high reach potential,

we have decided to use direct mail to our advantageand spend 13.42% o our budget, $1,339,176 on thismarketing medium.

We eel that ocusing on spot markets, rather thanpurchasing or the entire national market, willbe most cost efcient and benecial in achievingour advertising objective. Ou r main goal is tocreate awareness about our new amily-orientedand old-ashioned environment. We will dispersedirect mailings to the ollowing six selected marketsegments and we plan on using coupons to insighta quick sales boost. Although the direct mailalternative does not usually instill long-term brand


12/23


Overall our goal was reached very closely by ourperormance. D uring our continuing campaignmonths o January, February, March, July, August,and September our reach goal was 50, our requencygoal was 3.6 and our cost goal was $771,200. O uractual perormance compared to our goals wasa reach o 70.6, requency o 3.3, and costs o$682,300. We over exceeded our goal or reachand were o by .3 or our requency. Our costs

were down by $88,900 but we made up or thecost in other places. D uring our pulsing campaignmonths o April, May, June, October, November,and December we had goals o reach being 55,requency 3.8, and costs o $895,500. Our actualperormance was a reach o 87.6, requency o 5.2,and costs o $981,900. We over exceeded all o

these goals during the six pulsing months. Tis wasmainly due to the act that newspaper ads were onlyrun during these months, and additional magazine

was run, and because insertions in other media wereincreased as well. O ur overall budget goal was $10million. Our campaign was very close to reachingout budget goal with a total spending o $9,980,100.

Tis is a dierence o only $19,900.

8 acd TetFrequency Distribution Chart

0 70.6

1 70.6

2 47.4

3 31.5

4 21.4

5 15.0

6 10.9

7 8.0

8 6.0

9 4.6

10 3.5


13/23


9 Flw Chrt


14/23


10 appedx Tble f CtetA Budget 22

B Marketing Elements: Current Price 24

C Marketing Elements: Product

D Competition Profle 27

E Target Market Analysis 28

F Geographic Segments 29

G Media Objective

H Ostrow Model 31

I Quintile Analysis 32

J Media Strategy

K Media Tactics: Magazine Analysis 34

L Media Tactics: Newspaper Analysis 35

M Media Tactics: Cable Television Analysis 36

N Media Tactics: Radio Analysis 37

22 | M d Pl F ll 2003 Baskin RoBBins | 23


15/23


A appedx: Budget

Cable TV,39.13%

Magazine,

19.63%

irect Mail,

13.42%

Newspaper,

9.33%

Radio,18.49%

% o Budget otal Spent otal GRPs

Direct Mail 13.42% $ 1,339,176 24

Newspapers 9.33% $ 931,608 1004

Magazine 19.63% $ 1,959,180 618

Radio 18.49% $ 1,845,142 744

Cable V 39.13% $ 3,904,984 1727

OAL: 100.00% $ 9,980,090 4117

% o Budget otal Spent Monthly GRPs # o Months otal GRPs

Direct Mail 13.42% $ 1,339,176 2 2 24

Newspapers 9.33% $ 931,608 167 6 1004

Magazine 19.63% $ 1,959,180 43/60 6 each 618

Spot Radio- Daytime 1.30% $ 130,534 16 6 96

Net Radio- Morning Drive 8.59% $ 857,304 27 12 324

Net Radio- Evening Drive 9% $ 857,304 27 12 324

Spot Cable 3.10% $ 308,838 20 6 120

Net Cable- Daytime 14.48% $ 1,444,913 80 12 959

Net Cable- Early Fringe 21.56% $ 2,151,233 54 12 648

OAL: 100.00% $ 9,980,090 393 4117

National Costs GRPs Spot Cost GRPs

January $442.50 188 $239.70 45

February $442.50 188 $239.70 45

March $442.50 188 $239.70 45

April $442.50 188 $537.80 265

May $442.50 188 $537.80 265

June $442.50 188 $537.80 265

July $442.50 188 $239.70 45

August $442.50 188 $239.70 45

September $442.50 188 $239.70 45

October $442.50 188 $537.80 265

November $442.50 188 $537.80 265

December $442.50 188 $537.80 265

OAL: $ 5,310.00 2,256 $4,669.80 1860

January

February

March

April

May

June

July

August

September

October

November

D

ecember

$-

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

Spot Cost

National Cost

24 | Med Pl Fll 2003 Baskin RoBBins | 25


16/23


B appedx: Mretg ElemetCurrent PriceBaskin Robbins Small Medium Large

Scoop $1.59 $2.77 $3.72

Banana Split X $3.20 $4.27

Sundaes $1.75 $2.99 $3.41

Shakes X $2.99 $3.41

Smoothies X $2.99 $3.63

Cappuccino Blast X $2.99 $3.41

Cakes X $15.99 hal $24.99 ull sheet

*based on prices rom the Ocala, FL

Grocery Store* Pint Quart Bars

Premium Yogurt X $2.99 X

Premium Light X $3.99 X

Premium Ice Cream X $3.99 X

Haagen Dazs $3.39 $5.39 $3.39

Breyers X $4.99 X

Blue Bell X $5.69 X

Edys $2.99 $4.99 X

Healthy Choice $3.99 X X

Starbucks $4.69 X X

Godiva $2.99 X X

Ben & Jerrys $2.79 X X

*based on Publix prices rom Gainesville, FL

Ben & Jerrys* One Price

Scoop X

Banana Split $5.75

Sundaes $4.25

Shakes $3.65-3.95

Smoothies $3.95

Cappuccino Blast $3.95

Cakes $14.95-46.95

Cone $0.95-1.25

Prepackaged $3.65-7.95

*based on prices rom the Gainesville, FL

Cold Stone* Small Medium Large

Featured $4.09 $4.39 $4.79

Scoop $3.09 $3.39 $3.79

Sundaes X $3.79 $4.59

Shakes/Malts X X $3.49

Smoothies X X $3.99

Cakes X X $16.95+

Cone X $0.49 $0.99

*based on prices rom Gainesville, FL

Dairy Queen* Small Medium Large

Scoop $1.59 $2.77 $3.72

Banana Split X X $3.15

Sundaes $1.85 $2.15 $2.68

Shakes $1.95 $2.25 $3.49

Blizzards $2.75 $2.85 $3.15

Malts $2.30 $2.60 $3.84

Cakes X X X

Cone $1.15 $1.45 $1.75

Dipped $1.55 $1.85 $2.15

Ice Cream Bars $1.10 range o $1.40

*based on prices rom Gainesville, FL



17/23


$6,077,500

$35,566,500

$306,300$2,097,300

$4,125,500$3,004,700

$16,000

$7,733,700

$-

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

$35,000,000

$40,000,000

MoneySpentonMedia

Baskin

Robbins

Dairy

Queen

Ben &

Jerrys

Edys Haagen

Das

Blue

Bell

Healthy

Choice

Breyers

Ice Cream Brands

Competitive Media Expenditures

C appedx: Mretg ElemetProductPremium Ice CreamFlavor Serving Size Calories Fat Cholesterol Sugar CarbsChocolate regular scoop 270 16 55 29 31Vanilla regular scoop 250 16 80 23 24

Jamoca Almond Fudge regular scoop 280 16 45 29 30Chocolate Chip regular scoop 270 17 60 25 26Pralines n Cream regular scoop 280 15 50 32 33Sherbets, Ices and SorbetsFlavor Serving Size Calories Fat Cholesterol Sugar CarbsRainbow Sherbet regular scoop 160 2 10 32 34Dacquiri Ice regular scoop 130 0 0 32 33Peachy Keen Sorbet regular scoop 110 0 0 26 29Low Fat Ice Cream, Low Fat Yogurt and Sot S erveFlavor Serving Size Calories Fat Cholesterol Sugar CarbsEspresso n Cream regular scoop 180 2.5 10 29 31Maui Brownie Madness regular scoop 250 9 20 34 38Nonat Chocolate Yogurt 5 oz. (small) 190 0.5 5 36 39No Sugar Added Ice Cream & Yogurt (with NutraSweet)Flavor Serving Size Calories Fat Cholesterol Sugar Carbs

Tin Mint regular scoop 160 4 10 7 27Peach Crumb Pie regular scoop 180 5 10 7 27Ca Mocha Yogurt small 140 0.5 5 11 27Frozen BeveragesFlavor Serving Size Calories Fat Cholesterol Sugar CarbsChocolate Shake regular 750 43 115 69 80Vanilla Shake regular 630 35 170 61 69Cappuccino Blast regular 340 16 70 43 44

Very Strawberry Smoothie regular 320 1 5 47 70

Dappedx: Cmpettve alyBrand Name Ice Cream Budget Media Used*Baskin Robbins 6,077,500 WOSYCDDairy Queen 35,566,500 WONSYCDBen & Jerrys 306,300 MODEdys 2,097,300 SHaagen Das 4,125,500 MDBlue Bell 3,004,700 SHealthy Choice 16,000 MBreyers 7,733,700 MWNSYC

*Key:W- newspapers, N- network television, O- outdoor, S- spot television, Y- syndicated television,C- cabletelevision, D- spot radio, M- magazines



18/23


E appedx: Trget Mret aly F appedx: Gegrphc segmetCategory arget Group SMRB column A SMRB column DPosition in household Principal shopper 6,597,000 96Race Black 3,487,000 266Household Income 100,00-149,999 878,000 124Education Attended college 2,707,000 122Occupation Sales 1,290,000 151

# o children Tree 963,000 145Children by age 3-5 years 1,462,000 114Census region West 3,145,000 130Shopping behavior Conormist (neighbors) 674,000 176Political outlook Very liberal 922,000 177

0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000

# of Ice Cream Use rs

Principal Shopper

African American

Income $100,00- $149,999

Attended College

Occupation in Sales

Three Children

Children 3-5 years old

West Census Region

Conformist Shoppers

Liberal

Chosen Target Groupings for Bas kin Robbins

SRDS Data for Top 12 Individual MarketsSegment % o otal Pop. Heavy Users Baskin Robbins UsersNew York City 7.42 8.4 13.32Los Angeles 5.89 5.59 11.82Chicago 3.3 3.16 3.79Philadelphia 2.78 3.44 2.32Atlanta 1.72 1.47 1.91

Houston 1.69 2.06 1.21

New York City Los Angeles Chicago Philadelphia Atlanta HoustonBaskin Robbins Users 10.53% 11.78% 6.74% 4.91% 6.52% 4.20%Ben & Jerrys Users 10.64% 8.92% 6.16% 7.37% 3.32% 3.14%Haagen Daz Users 18.65% 10.89% 12.06% 8.68% 5.01% 3.56%

Dreyers/Edys Users 15.89% 20.65% 19.89% 16.54% 8.65% 11.00%Breyers Users 32.67% 19.83% 29.94% 35.08% 30.70% 9.03%

Northeast,

19.17%

Midwest,

19.36%South , 33.56%

West, 27.91%



19/23


Gappedx: Med objectve Happedx: otrw MdelNational Spot

Reach Frequency GRP Reach Frequency GRP

January 50 3.6 180

February 50 3.6 180

March 50 3.6 180

April 50 3.6 180 55 3.8 29

May 50 3.6 180 55 3.8 29

June 50 3.6 180 55 3.8 29

July 50 3.6 180

August 50 3.6 180

September 50 3.6 180October 50 3.6 180 55 3.8 29

November 50 3.6 180 55 3.8 29

December 50 3.6 180 55 3.8 29

GOAL 2160 GOAL 174

Marketing Factors Tat Afect FrequencyEstablished Brands -.2 -.1 +.1 +.2 New brands -.2High market share -.2 -.1 +.1 +.2 Low market share +.1Dominant brand in market -.2 -.1 +.1 +.2 Smaller, less known brand +.1High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty +.1Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle, high volume +.2Product used occasionally -.2 -.1 +.1 +.2 Product used daily -.2

+.1 +.2 Need to beat competition +.2 +.1 +.2 Adv. o older consumers/children +.1

Copy Factors Tat Afect FrequencySimple copy -.2 -.1 +.1 +.2 Complex copy -.2Copy more unique than competition -.2 -.1 +.1 +.2 Copy less unique than competition -.1

Continuing [old] campaign -.2 -.1 +.1 +.2 New copy campaign +.2Product sell copy -.2 -.1 +.1 +.2 Image type copy +.2Single kind o message -.2 -.1 +.1 +.2 More difcult kinds o messages -.2

o avoid wearout: new messages -.2 -.1 +.1 +.2 Older messages -.2Larger ad units -.2 -.1 +.1 +.2 Small ad units +.1

Media Factors Tat Afect FrequencyLower ad clutter in media mix -.2 -.1 +.1 +.2 Higher ad clutter in media mix +.2Compatible editorial environment -.2 -.1 +.1 +.2 Non-compatible environment +.2Attentiveness (to media) high -.2 -.1 +.1 +.2 Attentiveness (to media) low +.1Continuous schd. Campaign -.2 -.1 +.1 +.2 Pulsed or ighted campaign -.1Few media used in media mix -.2 -.1 +.1 +.2 Many media used +.2Opportunities or media repetition -.2 -.1 +.1 +.2 Fewer opportunities -.2

otal= .6 + 3 = 3.6



20/23

| |

I appedx: Qutle aly J appedx: Med strtegyQuintiles Index # Column A Rank by QuintilesQuintile 1 95 9,411.9 5Quintile 2 97 9,441.9 4Quintile 3 104 10,114.2 3Quintile 4 101 10,279.7 2Quintile 5 102 11,720.5 1

Quintile 1 102 10,861.2 1Quintile 2 96 9,504.3 5Quintile 3 105 10,142.1 2Quintile 4 104 10,135.8 3Quintile 5 93 10,324.8 4

Quintile 1 90 7,753.4 5Quintile 2 94 8,526.7 4Quintile 3 107 10,942 3

Quintile 4 106 12,024.2 1Quintile 5 100 11,721.9 2

Quintile 1 107 10,714.1 3Quintile 2 117 11,339.1 1Quintile 3 114 10,929.1 2Quintile 4 86 9,157.5 4Quintile 5 80 8,828.4 5

Quintile 1 128 3,834.1 1

Rank Media ype

4 Magazine

2 Network Cable

4 Newspaper

3 Radio

1 Direct Mail

Media Allocation Strategy

Media (ttl. index #) Mix Percent National (180 GRP) Spot (29 GRP)Radio (107) 15% 27 GRP 4 GRPNewspaper (90) 10% 18 GRP 2.9 GRPCable elevision (102) 35% 63 GRP 10 GRPDirect Mail (128) 20% 36 GRP 6 GRPMagazine (95) 20% 36 GRP 6 GRP

Allied Domecq Plc Diary, Produce Advertising Budget Meat, Baked Goods

Media $ (All Brands) Media Industry $

Magazines 30,713,600 Magazines 396,967,000Sunday Magazines X Sunday Magazines 18,537,000Newspaper 2,490,500 Newspaper 5,346,000Outdoor 5,072,900 Outdoor 19,595,000

elevision 7,246,100 elevision 331,420,000Spot elevision 29,198,200 Spot elevision 265,494,000Syndicated elevision 5,800 Syndicated elevision 68,634,000Cable 8,489,700 Cable 206,361,000Radio 62,400 Radio 23,575,000Spot Radio 7,035,000 Spot Radio 58,501,000

otal Media 90,314,000 otal Media 1,394,430,000



21/23

K appedx: Med TctcMagazine Analysis L appedx: Med TctcNewspaper AnalysisSMRB Data for Magazines

Magazines Index Column A Magazines Index Column A1 Working Mother 235 3,717.7 9 Redbook 184 8,010.32 Parent Magazine 217 8,778.5 10 Family Fun 194 2,5763 First or Women 222 4,345.9 11 Womans Day 179 14,508. 54 Parenting 203 5,800.5 12 Soap Opera Digest 180 5,911.75 American Baby 205 5,531.3 13 Cosmopolitan 178 10,024.36 Womens World 197 9,233.6 14 Good Housekeeping 166 14,185.67 Glamour 193 8,660.6 15 Better Homes & Gardens 155 18,860.58 Child 202 4,518.4 16 Family Circle 165 13,277

CPP Report for Magazines

CPP Discount or 12Rank Magazine (Cost/Rating) Cost Month Insertions Ratings1 Soap Opera Digest 1,021.12 11,845 11.602 First or Women 3,173.36 27,068.8 12% 8.533 Working Mother 3,226.34/3,456.79 23,520/25,200 20% 7.294 Womans Day 3,888.62 110,709 10% 28.475 Parent Magazine 4,076.66 70,200 17.226 Redbook 4,204.83 66,100 15.727 Glamour 4,302.02 73,091.25 11% 16.998 Child 4,566.97 40,509 8.879 Cosmopolitan 4,994.79/4,822.57 98,247/94,860 10% 19.6710 Family Circle 5,201.54 135,500 26.0511 Womans World 5,304.14 38,667.2 12% 7.2912 Good Housekeeping 5,351.57 155,570 29.0713 Better Homes & Gardens 5,640.54 208,770 3714 American Baby 6,553.92 71,110 10% 10.8515 Parenting 6,978.91 79,420 11.38

16 Family Fun 11,209.9 56,610 5.05

SRDS Data for NewspaperGeographical Spot Areas CPM Cost per Insertion CirculationNew York Post 8.00 $ 4,958.88 620,080New York imes 9.15 $ 10,344.00 1,130,740Los Angeles imes 9.36 $ 8,844.00 945,053Los Angeles Press - elegram 10.72 $ 5,604.00 522,804Chicago Sun-imes 10.51 $ 5,172.00 492,156Chicago ribune 9.86 $ 6,840.00 693,659Philadelphia Inquirer/Daily News 11.67 $ 6,276.00 537,624GPN 14.58 $ 2,256.00 154,703Atlanta Constitution-Journal 12.26 $ 5,034.24 410,761Houston Chronicle 12.40 $ 6,804.00 548,508



22/23

M appedx: Med TctcCable TV Analysis N appedx: Med TctcRadio AnalysisSMRB Data for Cable TV

Rank Cable V Show Population 000 Index1 Oh Baby- LIFE 1,639.4 1892 A Wedding Story- Learning Channel 3,954 1653 Lynette Jennings Des- DISC 2,724.6 1544 Emergency Vets-Animal Planet 3,858.5 153

*All SMRB data is or women aged 25-49

CPP Report For Cable TV

Rank CPP (Unit Cost) National V CPP (Unit Cost) Spot V1 1,506 Daytime 2,574 Daytime2 3,320 Early News Primetime

3 3,695 Late Night Early News4 8,318 Primetime Late Fringe

*Using 15-second ads in both network and spot Cable V.

SMRB Data for Radio Dayparts

Rank Daypart otal Pop. 000 (A) Index (D)1 Nighttime (7pm-midnight) 9,317.6 1522 Evening Drive (3pm-7pm) 15,843.9 1293 Daytime (10am-3pm) 14,346.4 1264 Morning Drive (6am-10am) 17,187.2 104

CPP Report for Radio DaypartsRank National Daypart CPP1 Morning Drive (6am-10am) 2,6461 Evening Drive (3pm-7pm) 2,6462 Daytime (10am-3pm) 2,6703 Nighttime (7pm- midnight) 3,062

Rank Spot Daypart CPP1 Daytime (10am-3pm) 1,3602 Evening Drive (3pm-7pm) 1,6393 Morning Drive (6am-10am) 1,7574 Nighttime (7pm- midnight) 2,020


23/23

Baskin Robbins Corporate Headquaters130 Roayl Street, Canton, MA 02021ph. 781.737.3000 ax 781.737.3001

www.baskinrobbins.com

Documents

Bask in Rob Bins Web