sample="quota" bates="505406114" isource="rjr" decade="1980" class="ui" date="19860000" RATIONALE VIDEO JUKEBOXES OFFER THE FLEXIBILITY OF ADVERTISING IN SPECIFIC MARKETS AND OUTLET TYPES AND TO SPECIFIC AUDIENCES. bar w/young-majority blue collar male customers (bar or bowling alley) VIDEO JUKEBOXES CAPITALIZE ON A POPULAR NEW FORM OF ENTERTAINMENT AMONG YOUNG PEOPLE IN A SOCIAL ENVIRONMENT. VIDEO JUKEBOXES OFFER: A UNIQUE AND IMPACTFUL FORM OF ADVERTISING ESPECIALLY FOR XG BECAUSE: - OFFERS SIGHT, SOUND AND MOTION - SUPPORT S of THE OOH AND TARGETED MAGAZINE ADVERTISING - CAN EXTEND Extension of OUR MESSAGE IN AN IMPACTFUL AND UNIQUE MANNER - OFFERS EXCLUSIVITY IN THE TOBACCO CATEGORY VIDEO JUKEBOXES OFFER POINT-OF-SALE DISPLAYS WHICH CAN TIE-IN WITH PROMOTIONS/SAMPLINGS. VIDEO JUKEBOXES OFFER AN EFFICIENT MEDIA BUY AS COMPARED WITH OTHER XG VEHICLES. TARGET CPM (ADULTS 18-24) VIDEO JUKEBOX 12.90 XG MAGAZINES 17.03 OTHER OPPORTUNITIES MEDIA IS INVESTIGATING SPECIAL OPPORTUNITIES TO BE USED DURING THE TEST PERIOD. WE HAVE RECOMMENDED THE USE OF VIDEO ADVERTISING DURING ITS the XG YEAR I PLAN AND ARE CONSIDERING TESTING THIS CONCEPT IN THE SEATTLE TEST MARKET. ROWE INTERNATIONAL'S VIDEO JUKEBOXES OFFER S 10, 30, AND 60-SECOND ADVERTISING UNITS DURING ITS their 40 VIDEOS. THERE IS AD AVAILABILITY FOR ONE COMPANY PER JUKEBOX WITH THE ABILITY TO CARRY MULTIBRAND ADVERTISING. - SHOW PICTURE IMPRESSIONS DELIVERY IMPRESSIONS DELIVERED IN THE TEST AREAS COMPARABLE TO NATIONAL PLAN LEVELS PLUS 14% TO ALLOW FOR COVER POSITIONS WE CANNOT USE DUE TO MECHANICAL CONSIDERATIONS. FILL-IN ACTIVITY WILL BE ADDED TO THE TEST PLAN BY ANY OTHER NATIONAL MAGAZINES AND ALTERNATIVE WEEKLIES TO ACCOUNT FOR LOST IMPRESSIONS. 14% Based on recall increase that is associated with back and 2nd covers supplied by MDD and was applied to the proportion of cover positions XG would have during the 6-month period. OUT-OF-HOME OUT-OF-HOME IS ALSO BASED ON THE FIRST SIX MONTHS OF ACTIVITY IN THE YEAR I PLAN. REGULAR OOH IS SCHEDULED FOR THREE CYCLES IN ALL OF THE TEST AREAS: JULY/AUGUST; AUGUST/SEPTEMBER; AND NOVEMBER/DECEMBER. STRATEGIC CONTINUITY OOH IS SCHEDULED FOR ALL OF THE TEST AREAS DURING THE ENTIRE SIX MONTH TEST PERIOD. - As opposed to only top 30 divisions in the national plan treat all 6 as comparable to top 30 PROJECT XG 1986 TEST TRANSLATION MAGAZINE LIST REPLICATE PLAYBOY PENTHOUSE CAR CRAFT CAR & DRIVER CIRCLE TRACK CYCLE CYCLE GUIDE CYCLE WORLD DIRT RIDER 4-WHEEL & OFF ROAD GAMES GQ INSIDE SPORTS HOT ROD MOTORCYCLIST MOTOR TREND NATIONAL LAMPOON OMNI POPULAR HOT RODDING ROAD & TRACK ROCKBILL SPORT SPIN HEAVY METAL COSMOPOLITAN GLAMOUR MADEMOISELLE SELF VOGUE ROLLING STONE US DELETED MAGAZINES RECORD - out of business smaller special interest BAM NETWORK CREEM MUSICIAN ROCK A.N.A.F. TIMES SOAP OPERA DIGEST MAGAZINES INSERTIONS ARE SCHEDULE D TO CUTOVER OTHER BRANDS' NATIONAL PAGES AND SPREADS IN THE TEST AREAS. THE TEST PLAN IS SCHEDULED TO USE THE SAME MAGAZINES AND NUMBER OF INSERTIONS AS IN THE FIRST SIX MONTHS OF THE YEAR I PLAN. HOWEVER, THERE ARE SOME MAGAZINES THAT CANNOT ACCOMMODATE CUTOVERS OR THERE ARE SOME CASES WHERE SPACE IS SCHEDULED FOR XG AND NO ACTIVITY IS PLANNED BY ANOTHER RJR BRAND. - lost those insertions TEST TRANSLATION THE XG TEST MARKET PLAN IS DESIGNED TO REPLICATE THE YEAR I PLAN IN THE FOLLOWING TEST AREAS: CELL I (FF SOFT PACK & FF BOX) ATLANTA HOUSTON SYRACUSE CELL II (FF AND FFLT SOFT PACK) SEATTLE PITTSBURGH SAN DIEGO TIMING THE TEST PLAN IS SCHEDULED FOR A SIX-MONTH PERIOD FROM JULY 1986 - DECEMBER 1986. PRINT IS SCHEDULED TO BEGIN WITH JULY WEEKLY AND AUGUST MONTHLY INSERTIONS. OUT-OF-HOME IS SCHEDULED TO BEGIN IN JULY. OTHER CONSIDERATIONS EVALUATING ALTERNATIVE WEEKLIES FOR USE ON A LOCAL BASIS IN HIGHER PRIORITY MARKETS. INVESTIGATING NEW PUBLICATIONS ON AN ON-GOING BASIS FOR POSSIBLE USE BY XG. Ex. Spin (music mag.) corporately approved- added to the list WORKING CLOSELY WITH OOH SUPPLIERS TO IDENTIFY UNIQUE CONCEPTS AND IDEAS for strategic continuity OOH - meeting tom. to discuss fiberoptics IDENTIFY, ON AN ON-GOING BASIS, SPECIAL EDITORIAL OPPORTUNITIES WITHIN OUR EXISTING PUBLICATION LIST TO GENERATE FURTHER INTEREST AND EXCITEMENT TO THE TARGET. Ex. Rolling Stone is offering several special ad supplements this yr. within the magazine that can be sponsored by advertisers - Show Dummy KEY STRATEGIES GENERATE A STRONG NATIONAL BASE OF SUPPORT THROUGH THE USE OF CORPORATE OUT-OF-TOWN. SECONDARILY, UTILIZE HIGHLY TARGETED LIFESTYLE MAGAZINES TO CREATE INCREASED LEVELS OF INTEREST AMONG THE TARGET. EMPHASIZE FREQUENCY IN ALL MEDIA TO BUILD LONG-TERM TOP-OF-MIND PRESENCE. DEVELOP A SENSE OF EXCITEMENT AND FASCINATION BY UTILIZING UNUSUAL FORMATS WITHIN ALL MEDIA. we want to briefly review Obs + strats of XG Media Plan KEY OBJECTIVES DEVELOP MEDIA PROGRAMS TO EFFECTIVELY REACH THE PRIMARY TARGET: ADULTS 18-24 HIGH SCHOOL OR LESS BLUE COLLAR/OPEN COLLAR 65% MALE/35% FEMALE CREATE AWARENESS AND LONG-TERM TOP-OF-MIND PRESENCE AMONG MALE AND FEMALE TARGET SMOKERS. PROVIDE HEAVY NATIONAL BASE OF SUPPORT FOCUSED AGAINST OUR PRIME PROSPECT WITH ADDITIONAL WEIGHT IN KEY COMPETITIVE MARKETS. MARKET RANKING: - BASED ON MARLBORO'S BDI WEIGHTED 55% MARLBORO BOX AND 45% MARLBORO SOFT PACK. THIS WEIGHTING CORRESPONDS TO MARLBORO'S DEVELOPMENT AMONG 18-24 YEAR OLD SMOKERS. CREATE AN AIR OF EXCITEMENT WHICH WILL ENHANCE ACCEPTANCE OF THE XG PROPOSITION. UTILIZE RELEVANT AND CONTEMPORARY IMAGERY AND MARKETING ELEMENTS THAT SPECIFICALLY APPEAL TO THE WANTS AND MINDSETS OF THE TARGET. PROJECT XG MEDIA PLAN AGENDA YEAR I PLAN briefly review - OBJECTIVES - STRATEGIES Go over current budget + activity - BUDGET SUMMARY - FLOWCHART look at - OTHER CONSIDERATIONS TEST TRANSLATION look at - TIMING go over whatever doing in - MAGAZINES - OUT-OF-HOME look at Imp Deliver - IMPRESSIONS look at - OTHER OPPORTUNITIES specifically one we've recommended