Alyssa Shramek & James LaBell Advertising (0920) Professor Estill Oscar Mayer Hot Dogs The leading

product of Oscar Mayer is hot dogs. Oscar Mayers parent company is Kraft Foods Company. Known by other names like frankfurter, wiener, or dog the traditional great tasting hot dog remains unchanged over the years. With the expansion of the hot dog market and the popularity of grilling, Oscar Mayer has had trouble remaining Americas best wiener. Oscar Mayer has been targeting taste as well as ingredients. This campaign is going nowhere and will doom the company. Our advertising objective is for seventy percent of men, ages eighteen to forty five to believe that Oscar Mayer wieners are the best all-American family meal for outdoor events like sporting, picnics, parties, and camping. The companys previous campaign is disastrous. Oscar Mayer in the past year began to bash other hot dog companies comparing taste and ingredient. Oscar Mayer tried to claim other companies used artificial flavors, which resulted in a lawsuit against them. Hot dogs do not have the most pleasing ingredients and Oscar Mayer should stay away from such accusations. The prestigious Oscar Mayer named should be used to an advantage. Americans love their traditions like grilling. Grilling outside brings the family together and is a great example of how America is different from the rest of the world. Grillings most popular food is the hot dog, simple but delicious. As long as grilling has been around Oscar Mayer has been by its side unchanged and unwavering. Using this idea that Oscar Mayer is the hot dog for America is exploited in our advertising campaign.

Women have been attached to the idea that cooking and cleaning was a duty for their sex, except for the grill, which has been attached to the male stereo-type. Outside cooking has been seen as a manly way of cooking, because of the intense temperatures, smoke, and the minimal clean up. By targeting males with the idea that Oscar Mayer hot dogs are the best, it is the optimal way of selling our product. The sub target would be married women shopping for parties and picnics. Our campaign will give them the idea that their husbands want to be cooking Oscar Mayer hot dogs on that perfect day. The prime season for hot dog sales is during summer. Grilling is most popular between the warm months of May and September. Oscar Mayer has claimed they control 20.4 percent of the hot dog share with 349.5 million in sales. The average price of an 8ct. pack of Oscar Mayer hot dogs is 2.19. We believe with the combine name of Kraft and Oscar Mayer and their history, the numbers should be much higher. With a 15 million dollar budget, we broke our campaign into six individual advertising flights. Each flight was assigned to a specific period of time during the year. The campaigns fell under the category of campaign A, B, and C. Campaign A had a budget of 4million, B had a 2 million, and C had a 750,000 budget. Four of the flights are during summer, because it is the prime selling season for hot dogs. The other two flights occur out of summer, but also during crucial selling times. The largest budget campaign, A, was assigned to the two most crucial selling weeks of the year. Flight 1 was assigned to May18-24, the week before Memorial Day weekend. Memorial Day weekend is the unofficial beginning of summer; usually celebrated by parades, family picnics, and vacation. The weekend is celebrating the beautiful warm weather of summer.

Grilling and cooking hot dogs is on peoples mind. It is the perfect time to advertise hot dogs. The week before was selected so during the preparation of the long weekend, shoppers will have Oscar Mayer and its perfect traditional hot dogs on mind. Flight 3 was assigned the week before Fourth of July weekend (June 30-July 3). Similar to Memorial Day weekend, the Fourth of July is a national holiday, which means school has off as well as most workplaces. The weekend is also celebrated outside. Its during the prime weather of summer. Most families enjoy weekend long parties and cook-outs. The week before was also selected because of shopping and preparation for the parties. Our campaign is focused on making the customers day perfect with the best brand Oscar Mayer. The second largest campaign, B, was assigned also to prime summer dates. Flight 2 was assigned to the middle of June (9-15). This week is the most popular time for graduation parties. This again is celebrated outside and is a key time for grilling; which means hot dog sales. Oscar Mayer is focused on making that special day perfect. Graduation is an eventful and memorable time, having the best food for that party is important. Flight 4 was also selected for campaign B. The final week of summer is Labor Day. Its usually the last day before school starts for children because it is a national holiday. Work places are also closed on this date. Labor Day is traditional celebrated by grilling outside enjoying the final good weather of summer and the last vacation opportunity for the year. The week before was also chosen for preparation and shopping for picnics and parties. The smallest of the three campaigns, C, is not during the summer. The two dates selected are during the colder months of the year, but grilling is still an option. Flight 5 was assigned to October 6-12. This is the prime time for sporting events. The NFL is in the middle of their regular season, the MLB is approaching the World Series, and the NBA is beginning their

season. This means tons of tailgating. The food for sporting events is the hot dog; simple to cook and carry. The weather is still decently warm and permits for cooking outside. Its a great time to advertise Oscar Mayer hot dogs. The final flight is 6, its assigned to January 28th -Febuarary 2nd. This is the week before the 2013 NFL super bowl. Once again the prime food for sporting events is the hot dog. The Super Bowl is also the most popular sporting event championship in the United States. Although the weather is for a majority of the country freezing temperatures, cooking hot dogs is still a possibility. Optional ways such as boiling in water are always available. The warmer weather down south still allows cooking outside. Campaign A has a four million dollar budget. The campaign is spread amongst almost all media. The largest amount of the budget went towards television, which includes cable, spot, network, and syndicated. The shows selected for cable TV include ESPN, TBS, USA, NCTV, FNN: sports, nickelodeon, and VH-1. We selected a variety of stations during primetime which air sporting events, movies, college events, cartoons, and reality TV. This gives Campaign A a variety of viewers, which makes it the most influential campaign. Spot TV, which is more local was focused on the largest cities with sports teams in the United States, they also had the highest price per point. They include local sports, news, and game shows. Two of the cities, Dallas and New Orleans were not very high on price per point, but were selected for other reasons. They support our promotional event in Dallas, Texas, the hot dog cook-off. New Orleans was also selected because it is home of the 2013 Super Bowl. Network TV was focused on family shows Americas Funniest Home Videos, How I met your mother, College football, Kitchen Nightmares, Modern family, Big Bang theory, S#*! My dad says, and the Office. These shows are for the most part family oriented. They cover all the large network stations ABC, FOX, CBS, and NBC. There ratings are all very high, but that also comes with a price. The shows were all

over 70,000 dollars and peaked at 213,617 dollars. Network TV for campaign A spent the most money in the entire advertising campaign and also had the highest individual media sale. The final is syndicated TV, which includes specific shows Friends, That 70s show, King of Queens, Entertainment tonight, and Crime Scene Investigation. The shows once again include a variety of an audience. The four TV medias use half the budget. National as well as spot radio are included into campaign A. The five largest cities were selected for spot radio to air our ad for Oscar Mayer. The age groups we targeted are men and women between the ages 18-34. National radio was also chosen for ten ads. This will reach nation-wide making campaign A a national campaign. The magazines selected were Sports Illustrated, Outdoor Life, Weight Watchers, and Southern Living. The magazines all circulate to over a million readers. They were also selected because there cost per 1,000, which were all over 45. The price is reasonable and effective. Coupons were also added to three of the magazines. Sports illustrated, was selected because of its relation to sporting events. Weight Watchers was chosen because it will give its readers the idea that hot dogs are a health food to eat at picnics. The final is Southern living. This magazine is targeting the south which is warm and supports outdoor cooking year round. Billboards were chosen because they are a great way for travelers to see the Oscar Mayer name. The cities chosen to display billboards were determined by their size and the amount of plants and posters. Nine cities were chosen, several of which already have some kind of media advertising within the city like TV and radio. The Wall Street Journal was selected as a national newspaper. This tabloid is read throughout the country and is very popular. Having our advertisement within this magazine is crucial. USA Today was also selected as a national newspaper, but only on Fridays. This is for last minute shopping for weekend parties. This magazine is also very popular. Campaign A is our largest of the three. Its main objective is to be a national advertisement reaching large cities

as well as rural areas and everything in between. The flights chosen for this campaign are celebrated by the entire nation. Campaign B has a two million dollar budget. Similar to campaign A, B has however lost some of the national advertisements. Television ads make up more than half of this campaign. Cable TV has a total of six stations. TBS was added a second time to cable TV. The times differ however, TBS now carries sports games at 12pm and Family Guy at 8pm. Spot TV also lost two cities. Campaign B is still a national campaign but not as large as A. The cities chosen have the best price per point, all of which are over 100. Campaign Bs network TV spent half as much as A; with a total of 607,672 it was 30.8% of the campaign. Saturday Night Movie, Football Night in America, and Dateline were all added to network TV replacing some of As shows. These shows had good ratings and their cost per point was excellent. All three shows are very family gathering friendly. Our campaign spent more money on syndicated TV on flight B than flight A. This is because these shows do not belong to a specific network making them not national television shows. Our goal is to be national but not as extensive as A. Campaign Bs spot radio has six cities but a specific age group was not focused on for the ads. This made the ads much cheaper but their effectiveness is questionable. The magazines chosen were also different for campaign B. The magazines chosen were based on the period of time the flights occur. Both are during summer, therefore magazines selected are based on outdoor life. Cooking light and Country Living both have decent circulation and their price per pg was relatively cheap. The target audience of the magazine is exactly what Oscar Mayer is targeting. Our campaign believes billboards are very important to advertising Oscar Mayer Hot Dogs. Traveling is popular during the summer so billboards are a priority. Campaign B spent 491,387 on billboards. Its less money than campaign A, but was a larger percentage for campaign Bs 2 million dollar budget. The

focus of Campaign B was to remain a national advertisement, change some of the TV stations, but spend less money which required cutting of smaller cities and TV shows. Campaign C has a 750,000 budget. This campaign is unlike A and B, it is a more regional ad. Its fights are also the only ones chosen not during the summer season. Campaign C still has TV ads that are national but they were cut drastically. Cable TV still carries four shows all during 8pm. Spot TV has more cities than campaign B. It includes cities Dallas and New Orleans. Dallas is the location of our promotion, while New Orleans is the location for the 2013 Super Bowl. This was our reasoning behind a more regional advertisement. Campaign C only carries two network TV shows with a total of 184,590. Syndicated TV also only carries two shows. Spot radio also has a large number of cities for age group 18-34. This is because spot radio is focused on regional ads rather than national. We also included billboards in Dallas, Texas because of our promotion. Campaign C has minimal national ads, but still carries some. It is more focused on supporting our hot dog cook-off and the week before the Super Bowl. Our promotion is a hot dog cook-off in Dallas, Texas on October 12. It is the last day of flight 5s advertisement giving it plenty of time to be promoted. The cook-off is estimated at a total of 18,000 dollars. Oscar Mayer will rent out a fair ground in Dallas estimated at 5,000 for the day. Local food stores as well and shops will be invited to set up tents. The cook-off will be advertised during the summer so many people will be expected to attend. Oscar Mayer will be selling hot dogs with different toppings. Judges will be hired for 1,000 total. Individuals who wish to participate will create the ultimate Oscar Mayer hot dog with whichever topping they choose. The winner will receive 4,000, second place 2,000, and third 500 dollars. The remaining 5,500 will go towards free Oscar Mayer apparel. Every participant will receive an Oscar Mayer T-shirt. This event was selected for Dallas because during the fall month of October, the weather

is still warm. The prime season for selling hot dogs is during the summer, this promotion will bring a spark in sales during the slower winter months. Four our media mix a majority of the spending was during the summer months. TV ads will air for a third of the summer. This is the best selling time for hot dogs. Radio ads are played during May and July because of traveling times for holiday weekends. Billboards also reach their peak of spending during this crucial traveling time. Magazines have an entire month. Because of the flights chosen to carry magazine ads, ads and coupons will be printed all summer. The reason for spending during different months and seasons, is because it gives Oscar Mayer the optimal chances for selling its product. Seasons and weather change, so must our advertisements and spending. The first TV ad is focused on a national level. It is depicting the image that Oscar Mayer has always been there, never changing, always the perfect hot dog of America. Our tag line selected is Perfect Day. This ad shows a family growing up, celebrating graduation, family gatherings and picnics. The family is growing and the world is changing, but Oscar Mayer hot dogs will always taste the same no matter what happens. The second TV ad is promoting our Hot dog cook off in Texas. It shows multiply hot dogs with different toppings. This is promoting our competition for the most delicious Oscar Mayer hot dog. Our first magazine ad is a picture of a married couple. They are eating hot dogs instead of sharing a drink or cake. This is meant to be a humorous ad, but still relates to our tag line Perfect day. The question at the top is to promote that there are no question Oscar Mayer is the best.

The final magazine ad is a father and son playing catch. Instead of a ball the father is throwing a hot dog to his son. This is once again humorous and be can used in sports magazines as well as outdoor magazines. A majority of our funds went to TV and billboard ads because we believe the image of Oscar Mayer is most important. Radio is important because it is usually used for outdoor activities as background and atmosphere but the focus of our campaign is image. If Oscar Mayer is to continuing campaigning they should stay with the original hot dogs. Eventually bringing in new styles like Texas footlong and pigs in a blanket. The company should always keep the original dog too because thats what keeps people. Oscar Mayer hot dog will remain the best dog in America as long as we stick to our tag line Perfect day. We want the public to believe Oscar Mayer hot dogs are the best because they bring out the best in every situation and they always will.