The Body Shop Campaign Analysis

Running head: MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

1

Student Information

Scenario Number & Product: Scenario 01 & The Body Shop Group members: (Kay)Wing Man Liu, Ying Chen & Junseo Lee Instructor’s name: Colin Robey

PART A – Television Campaign Analysis

Television Benefits Television ads can contain sight, sound, and movement. In addition, television ads can sho w a variety of contents. Therefore, The Body Shop can demonstrate the products by showing the c ustomers how to use products and features of this company’s products. Also, television ads can t arget a narrow audience by selecting different shows. The body shop has a specific target group fo r each product. So, The Body Shop will be able to advertise effectively on the right target for each product.

Television Cost (30s) 1 Week Cost

Campaign Cost

Gross

$528,027.50

$2,640,137.50

Net

$448,823.38

$2,244,116.88

$1,920.10 Gross CPP x (1 + 10% premium) x 250 GRPs/week x 5 weeks

2

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

$1,920.10 Gross CPP x 1.10 premium x 250 GRPs/week x 5 weeks $2,112.11 Gross CPP with premium x 250 GRPs/week x 5 weeks $528,027.50 Gross weekly cost x 5 weeks $2,640,137.50 Gross / $2,244,116.86 Net Television Reach/Frequency GRPs

Reach (%)

Frequency

Impressions (000)

1 Week Campaign

50

30.4

1.6

1,620

250

62.1

4.0

8,012

According to the data from this chart, the reach of the campaign for one week is 30.4%, an d for the whole campaign of 5 weeks is 62.1%. The frequency of the campaign for one week is 1.

6, and for the whole campaign of 5 weeks is 4.0.

Demographic Comparison GRPs

Reach (%)

Frequency

Impressions (000)

A18-24

250

62.1

4.0

8,012

W18-24

260

63.8

4.1

4,002

M18-24

240

60.5

4.0

4,011

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

3

The group of W18-24 has the highest number in GRPs, reach and frequency. The reach is 63.8%, the frequency is 4.1, and the GRPs is 260.

On the other hand, the group of M18-24 has the lowest number in GRPs, reach, frequency.

The reach for this group is 60.5%, the frequency is 4.0, and the GRPs is 240. The group of A18-24 has the same lowest number as the group of M18-24 in frequency at 4.0, the reach for this group is 62.1%.

PART B – Digital Campaign Analysis Digital Benefits The Body Shop can target appropriate customers and access audiences effectively with a d igital campaign. Digital allows advertising to be put in the proper areas according to people’s ha bits, location, interests and most people always hold digital gadget such as a mobile phone. The B ody Shop can demonstrate the products of The Body Shop by using Video ad. Demographic, beha viour targeting and contextual advertising allow ads to be exposed to people who are relevant to th e product. Also, The Body Shop used the type of Pre-Roll can be exposed to potential customers b ecause the ad of The Body Shop can be viewed by people for a fixed amount of time that people c annot be skipped. In addition, The Body Shop can avoid negative image and make the ad more eff ective by setting frequency cap that sets a limit on the number of times someone will see an ad dur ing a set period of time in the ad. Furthermore, the audiences are able to view an detailed informati on of a product of The Body Shop by clicking the digital ad. Additionally, The Body Shop can col lect numerous data to analyze and optimize the campaign.

Digital Cost

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

1 Week Cost

4

Campaign Cost

Gross

$34,400.00

$172,000.00

Net

$29,240.00

$146,200.00

Contextual – Sports – Big Box 300x250 (1x1 Tile) – Demographic Targeting and Frequency Capping • TSN.ca (200,000 impressions/wk) $10.50 x (1+20%) x 200,000 / 1000 x 5 $10.50 x 1.20 x 200,000 / 1000 x 5 $12.60 x 200,000 / 1000 x 5 $2,520,000.00 / 1000 x 5 $2,520.00 x 5 $12,600.00 Net / $14,823.53 Gross

• Sportsnet.ca (200,000 impressions/wk) $10.50 x (1+20%) x 200,000 / 1000 x 5 $10.50 x 1.20 x 200,000 / 1000 x 5 $12.60 x 200,000 / 1000 x 5 $2,520,000.00 / 1000 x 5 $2,520.00 x 5 $12,600.00 Net / $14,823.53 Gross

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

5

Audience/Mobile – Demographic Targeting – Leaderboard 728x90 (8x1 Horizontal Banner) •Facebook.com (700,000 impressions/wk) $4.50 x (1+20%) x 700,000 / 1000 x 5 $4.50 x 1.20 x 700,000 / 1000 x 5 $5.40 x 700,000 / 1000 x 5 $3,780,000.00 / 1000 x 5 $3,780.00 x 5 $18,900.00 Net / $22,235.29 Gross

• Spotify.com (300,000 impressions/wk) $4.50 x (1+20%) x 300,000 / 1000 x 5 $4.50 x 1.20 x 300,000 / 1000 x 5 $5.40 x 300,000 / 1000 x 5 $1,620,000.00 / 1000 x 5 $1,620.00 x 5 $8,100.00 Net / $9,529.41 Gross

• Buzzfeed.com (500,000 impressions/wk) $4.50 x (1+20%) x 500,000 / 1000 x 5 $4.50 x 1.20 x 500,000 / 1000 x 5 $5.40 x 500,000 / 1000 x 5 $2,700,000.00 / 1000 x 5

6

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

$2,700.00 x 5 $13,500.00 Net / $15,882.35 Gross

Video – Audience Segments (Data/Behaviour Target) – Pre Roll (30s) •YouTube.com (700,000 impressions/wk) $23.00 x 700,000 / 1000 x 5 $16,100,000.00 / 1000 x 5 $16,100.00 x 5 $80,500.00 Net / $94,705.88 Gross

Digital Reach/Frequency GRPs

1 Week Campaign

Reach (%)

Frequency

Impressions (000)

76

26.1

2.9

2,388

378

62.9

6.0

11,943

According to the data from this chart, the reach of the campaign for one week is 26.1%, an d for the whole campaign of 5 weeks is 62.9%. The frequency of the campaign for one week is 2.

9, and for the whole campaign of 5 weeks is 6.0.

PART C - Campaign Summary Television

Digital

Total Campaign

MESSAGE DELIVERY CHANNELS – ASSIGNMENT #2

7

Gross

$2,640,137.50

$172,000.00

$2,812,137.50

Net

$2,244,116.88

$146,200.00

$2,390,316.88

$396,020.62

$25,800.00

$421,820.62

Commission