MEDIA EXPRESS

TERMS & CONCEPTS

Items to review

High Level Review

Awards
Incentives
Communications
Communication Types
Control Types

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Hierarchy
Award
Incentive
Communication

Award
Incentive Incentive
Communication Communication

Award
Incentive
Communication Communication

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Awards

What is an award?
Defines how the coupon or message is targeted (i.e.: based on UPCs, historical purchases,
order size, etc.)
More than 20 award types exist in our system today

Examples of award types

Basic customer purchases participating UPCs
Order Size customer spends specific dollar amount in transaction.
Dollar Amount of Triggers customer spends specified dollar amount within a set group of UPCs

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Incentives

What is an incentive?
The offer or offers attached to the Award (how targeting).
The column or columns on the Cost Estimate / Campaign Design.
The unique combination of a trigger and offer.

Why would an award have more than one (1) Incentive?

Prevent duplicate prints
Progressive Heavy User or Progressive Order Size Awards
Print in same transaction
Print in alternating transactions

Every Award has at least ONE Incentive

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What is an Incentive

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A Catalina Incentive

Incentive

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Lets dig a little deeper
Fancy Feast Q1 2011 Campaign
Markets: National
Timing: 2011: 02-03 (1/24/11-3/20/11)
Brand: Fancy Feast Wet Cat Food
Category: 2706 - Cat Wet Premium
Objective: Build Share of Requirements
Catalina DBD: Angie Kimes\Wendy Smuda
Catalina RCS: Lisa Thompson
Date Prepared: 9/24/2010

1 2 3 4 5

Defines the WHO will receive the incentive

Trigger
Buy 4-6 Fancy Feast Buy 7-12 Fancy Feast Examples:
Buy 1-2 Fancy Feast Buy 3-4 Fancy Feast Fancy Feast Buyers most
Mainline Mainline Appetizers
People who purchase 4-6
Appetizers
FF
likely to decline

HH that are greater than 50% loyal

Offer $0.75 $1.00 $0.75 $1.00 $1.00
Purchase Requirement 12 18 4 Defines WHAT they will receive
6 18

Fancy Feast Mainline - Fancy Feast Mainline -

Examples: Fancy Feast Mainline -
Off 3 OZ SINGLE CANS or 3 OZ SINGLE CANS or $.75 off
Fancy Feast Appetizers Fancy12 units
Feast coupon
Appetizers 3 OZ SINGLE CANS or
Multi pack Multi pack Advertising Print Multi pack

Please print on every other Please create a Please create a

Comments
transaction blind at 13+ blind at 5+

Catalina & Media Express defines an incentive as:

The unique combination of a trigger and offer

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Fancy Feast Q1 2011 Campaign
Markets: National

Unique Combination?
Timing: 2011: 02-03 (1/24/11-3/20/11)
Brand: Fancy Feast Wet Cat Food
Category: 2706 - Cat Wet Premium
Objective: Build Share of Requirements
Catalina DBD: Angie Kimes\Wendy Smuda
Catalina RCS: Lisa Thompson
Date Prepared: 9/24/2010

1 2 3 4 5

Buy 4-6 Fancy Feast Buy 7-12 Fancy Feast Buy 1-2 Fancy Feast Buy 3-4 Fancy Feast Fancy Feast Buyers most
Trigger Mainline Mainline Appetizers Appetizers likely to decline

Offer $0.75 $1.00 $0.75 $1.00 $1.00

Purchase Requirement 12 18 4 6 18

Fancy Feast Mainline - Fancy Feast Mainline - Fancy Feast Mainline -

Off 3 OZ SINGLE CANS or 3 OZ SINGLE CANS or Fancy Feast Appetizers Fancy Feast Appetizers 3 OZ SINGLE CANS or
Multi pack Multi pack Multi pack

Please print on every other Please create a Please create a

Comments
transaction blind at 13+ blind at 5+

Incentives 2 & 5 have the same offer

BUT
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Fancy Feast Q1 2011 Campaign
Markets: National

Unique Combination?
Timing: 2011: 02-03 (1/24/11-3/20/11)
Brand: Fancy Feast Wet Cat Food
Category: 2706 - Cat Wet Premium
Objective: Build Share of Requirements
Catalina DBD: Angie Kimes\Wendy Smuda
Catalina RCS: Lisa Thompson
Date Prepared: 9/24/2010

1 2 3 4 5

Buy 4-6 Fancy Feast Buy 7-12 Fancy Feast Buy 1-2 Fancy Feast Buy 3-4 Fancy Feast Fancy Feast Buyers most
Trigger Mainline Mainline Appetizers Appetizers likely to decline

Offer $0.75 $1.00 $0.75 $1.00 $1.00

Purchase Requirement 12 18 4 6 18

Fancy Feast Mainline - Fancy Feast Mainline - Fancy Feast Mainline -

Off 3 OZ SINGLE CANS or 3 OZ SINGLE CANS or Fancy Feast Appetizers Fancy Feast Appetizers 3 OZ SINGLE CANS or
Multi pack Multi pack Multi pack

Please print on every other Please create a Please create a

Comments
transaction blind at 13+ blind at 5+

Their triggers are different!

Same offer + different triggers = multiple incentives
Different offer + same trigger = multiple incentives

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Communications

What is a communication?
Substructure within an incentive
Each Incentive has a minimum of one communication and has only one Print-in-Store
communication.
Communication = MCLU
No longer will we use the term MCLU
It is now Communication

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Types of Communications

There are 8 communication types

In-Store Main Control Frequency Main
In-Store Alternate Control Frequency Alternate
In-Store Linked Skip/Cap Control
In-Store Failsafe Blind Incentive

Something prints Nothing Prints

In-Store Communication Blind Communication

This slide is a great cheat sheet

New terms that you will need to know
*Print & Keep Visible*

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Communications
Each incentive that comes in from Campaign Design (or is imported
from a Cost Estimate/Retail ICE) automatically has one
communication assigned to it.
This communication will have an In-Store Main
communication type

There can only be one In-Store communication associated with an

incentive
Remember, only one print will be delivered to the consumer
from an incentive.

Remember the different

Communication Types

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 Timing: 2010 - 1(12/28/2009 - 1/24/2010)
Brand: Bumble Bee Traditional Pouch - Salmon
Category:
In-Store Main & In-Store Alternate Example
Multiple
Objective: Drive Volume, Steal Share & Gain Trial
Catalina DBD: Deborah McLeod
Catalina RCS: Kristin Jennings
Date Prepared: 10/15/2009
Notice the triggers are the same very
important!B3 5oz $1.50/4
Appended Description B1 5oz $.75/2 B1 5oz $1/2 B2 5oz $1.25/3 NEEDS 4+ Blind B1+ COS $.75/1 HH 1-69% $.75/1 R
Notice the offer is different very important!
1 1 2 3 4 5
Database Transactional Transactional Each
Transactional column is a Unique
Transactional Combo;
Transactional Household
Share -ofMatrix
Program Objective Buy Rate Buy Rate therefore
Buy Rate 2 Incentives!
Buy Rate Trial Requirements
Geography National National National National Other Other
Cycle 1, 4 & 8

Timing/Cycles Cycle 1 Cycle 1 Cycle 1 Basic Award

Cycle 1 Cycle 1 Cycle 1

Final Expiration Date 3/21/2010 3/21/2010 3/21/2010

2 Incentives
3/21/2010 3/21/2010 3/21/2010

2 Communications
Buy (1) 5oz Bumble Buy (1) 5oz Bumble Buy (2) 5oz Bumble Buy (3) 5oz Bumble HHs that are 1%-69%
Buy 1+ COS Pouch Re
Trigger Bee Salmon Trad Bee Salmon Trad Bee Salmon Trad Bee Salmon Trad Loyal to BB Salmon -
Salmon
Pouch UPCs Pouch UPCs Pouch UPCs Pouch UPCs All consumption levels

Transaction Frequency N/A N/A N/A In-Store Main

N/A N/A N/A
Message Extension
Color Print Size
No
7"
No
7"
No
7" In-Store Alternate
No
7"
No
7"
No
7"
Offer $0.75 $1.00 $1.25 $1.50 $0.75 $0.75
Purchase Requirement 2 2 3 4 1 1

An
5oz Bumble Bee 5oz Bumble Bee 5oz Bumble Bee 5oz Bumble Bee 5oz Bumble Bee Bumble Bee Salmon oz
Off Salmon Trad Pouch Salmon Trad Pouch Salmon Trad Pouch Salmon Trad Pouch Salmon Trad Pouch Pouch

Print on every other

Comments
transaction

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In-Store Main & In-Store Alternate Example

Incentive #1 is the In-Store Main

Incentive #2 is the In-Store Alternate with a print
frequency of 4
What happens in the store?
Transaction 1: Incentive #1 75 off 2 In-Store Main

Transaction 2: Incentive #1 75 off 2 In-Store Main

Transaction 3: Incentive #1 75 off 2 In-Store Main

Transaction 4: Incentive #2 $1 off 2 In-Store Alternate

AH-HAs
How did we know print frequency of 4?
Not on Cost Estimate conversation with Sales
Guide Sales to put on Cost Estimate, in Transaction Frequency slot.

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 Control Types High Level Overview
Three Control Types
Frequency
Is associated with an Incentive
Maintains the same trigger as the incentive it is associated with
Controls the frequency of an incentive (i.e. print on every other
transaction)
Example: Main/Alternate Strategy
Cap
Is associated with an Award
Has a unique trigger criteria from all other incentives in the award
Allows the user to skip a transaction (i.e.: dont deliver anything to a
customer who purchases 4+ BB Salmon)
Old Terminology Blind / Blocker / Stopper
Blind Incentive
Is a unique award and incentive
For ADA purposes
Award functionality work arounds
Holding control ids out from pgm

Remember Controls dont print

They control the printing of an In-Store Print

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Control Frequency Type

Frequency
Controls how often an incentive prints (i.e. print on every
other transaction).
Why would you want to use the Control Frequency?
We need to control prints to meet the clients budget
When controlling the frequency of an incentive it is
always paired with another communication.
In-Store Main & Control Frequency Alternate
OR
Control Frequency Main & In-Store Alternate

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 Frequency Example
Notice one column on the Cost Estimate
B3 5oz $1.50/4 Notice comment at bottom print on every other
NEEDS 4+ Blind B1+ COS $.75/1 HH 1-69% $.75/1 transaction
Redeemers $.75/2
3 4 5 Notice this6 is NOT a column on the Cost Estimate it
Grand Total
Transactional Transactional Household -
Share ofMatrix
must be created in MXP.
Transactional
Buy Rate Trial Requirements Other
National Other Other
Controlling
Other
Prints = One Incentive Two Communications
Cycle 1, 4 & 8

Basic Award
Cycle 1 Cycle 1 Cycle 1 Cycle 1

3/21/2010 3/21/2010 3/21/2010 4/18/2010

Buy (3) 5oz Bumble

Buy 1+ COS Pouch
HHs that are 1%-69% 1 Incentives
Redeemers of competitive

2 Communications
Bee Salmon Trad Loyal to BB Salmon -
Salmon coupons column 4-6
Pouch UPCs All consumption levels

N/A
No
N/A
No
N/A
No Control Frequency Main
N/A
No
7"
$1.50
7"
$0.75
7"
$0.75 In-Store Alternate
7"
$0.75
4 1 1 2

Any Bumble Bee 2.5 or 5

5oz Bumble Bee 5oz Bumble Bee Bumble Bee Salmon oz Light Tuna or Salmon
Salmon Trad Pouch Salmon Trad Pouch Pouch Pouch

Print on every other

transaction

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Frequency Example
Incentive #4 has two communications:
Control Frequency Main
In-Store Alternate with a frequency of 2

What happens in the store?

Transaction 1: Nothing Print Nothing Prints Control Frequency Main
Transaction 2: Incentive #4 75 off 1 In-Store Alternate
Transaction 3: Nothing Prints Nothing Prints Control Frequency Main
Transaction 4: Incentive #4 75 off 1 In-Store Alternate

AH-HAs
How did we know the In-Store Alternate had a frequency of 2?
At the bottom on the Cost Estimate it stated Print on every other
transaction
Guide Sales to use the Transaction Frequency slot, in this case it should
have said 2
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 Control Types High Level Overview
Three Control Types
Frequency
Is associated with an Incentive
Maintains the same trigger as the incentive it is associated with
Controls the frequency of an incentive (i.e. print on every other
transaction)
Example: Main/Alternate Strategy
Cap
Is associated with an Award
Has a unique trigger criteria from all other incentives in the award
Allows the user to skip a transaction (i.e.: dont deliver anything to a
customer who purchases 4+ BB Salmon)
Old Terminology Blind / Blocker / Stopper
Blind Incentive
Is a unique award and incentive
For ADA purposes
Award functionality work arounds
Holding control ids out from pgm

Remember Controls dont print

They control the printing of an In-Store Print

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Skip/Cap Control
Skip/Cap
Allows the user to cap a transaction (i.e.
dont deliver anything to a customer who
purchases 4+ BB Salmon)
Is associated with an Award
Has a unique trigger criteria from all other
incentives in the award very important!
Therefore it is its OWN incentive!

KEY POINT!
By having unique trigger criteria (quantity too!) it MUST be 2 Incentives!!
2 Incentives, each with its own Communication!

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Skip/Cap Example - CAP
Skip/Cap needed for those who purchase 4 or
more (+) Bumble Bee Salmon.
Notice this is NOT a column on the Cost
Estimate it must be created in MXP.

Progressive Award
2 Incentives
2 Communications
In-Store Main
Skip/Cap

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 This is the NEW

Skip/Cap Example - CAP incentive that must

be created in MXP
not part of imported
Incentive #4 has two (2) incentives, each with one (1) Cost Estimate.

communication:
PHU Buy three (3) 5oz Bumble Bee Salmon Trad. Pouch
Communication = In-Store Main
PHU Buy four (4+) 5oz Bumble Bee Salmon Trad. Pouch
Communication = Skip/Cap Control

What happens in the store?

Customer #1 (consumer buys three (3) 5oz BB): In-Store Main $1.50/4 of 1

Customer #2 (consumer buys four (4) 5oz BB): Skip/Cap Control

Nothing Prints
AH-HAs
How did we know NOT to give a print to Customer #2?
At the top of the Cost Estimate it stated NEEDS 4+ Blind
This tells me that consumers who purchase four (4) or more should NOT receive the offer.
If this information was not on the Cost Estimate you should ask the
Sales Person the following question:
What do you want someone who purchases four (4) 5oz Bumble Bee Salmon Traditional
Pouch to receive?

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Skip/Cap Example - SKIP

Skip/Cap needed for those who purchase 3

or 4 Bumble Bee Salmon

Progressive Award
4 Incentives
4 Communications
In-Store Main (buy 1)
In-Store Main (buy 2)
Skip/Cap (buy 3)
In-Store Main (buy 5)

Award
Inc. Inc. Inc. Inc.

Comm. Comm. Comm. Comm.

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Skip/Cap Example - SKIP
Previous Example has four (4) incentives, each with one (1)
communication:
This is the NEW
PHU Buy one (1) 5oz Bumble Bee Salmon Trad. Pouch incentive that must
be created in MXP
Communication = In-Store Main
not part of imported
PHU Buy two (2) 5oz Bumble Bee Salmon Trad. Pouch Cost Estimate.

Communication = In-Store Main

PHU Buy three (3) 5oz Bumble Bee Salmon Trad. Pouch
Communication = Skip/Cap Control
PHU Buy five (5) 5oz Bumble Bee Salmon Trad. Pouch
Communication = In-Store Main
What happens in the store?
Customer #1 (consumer buys one (1) 5oz BB): In-Store Main 75 off 2

Customer #2 (consumer buys two (2) 5oz BB): In-Store Main $1.00 off 2

Customer #3 (consumer buys three (3) 5oz BB): Skip/Cap Control Nothing Prints

Customer #4 (consumer buys four (4) 5oz BB): Skip/Cap Control Nothing Prints
Customer #5 (consumer buys five (5) 5oz BB): In-Store Main $1.25 off 3
AH-HAs
If this information was not on the Cost Estimate and you see a gap in the trigger quantity you
should ask the Sales Person the following question:
What do you want someone who purchases 3 or 4 Bumble Bee Salmon Traditional Pouch to receive?
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 Award vs. Incentive vs. Communication
Level Description
Award Defines the functionality used to trigger the incentive (i.e.: order size, card based)
Defines the Trigger UPCs or ID file to be used.
Comprised of one or more incentives
Examples: Basic, Progressive Heavy User, Franchise, etc.
Incentive Unique combination of target group and print delivered to the consumer
Either the target group (targeting criteria) or print (what is to come out of printer or NOT
to come out of printer, such as Skip/Cap blind) must be different (unique
combination) than any other incentives.
If they were the same, they would be communications under an incentive.
Important note: the same target group can receive different prints and the same
print can be delivered to different target groups
This would be done with different incentives
The column or columns on the Cost Estimate/Campaign Design.
Communication Substructure of awards and incentives
Allows us to further control how things print at the store (i.e.: control the frequency
with which things print)

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