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Adults 18-45 |
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Frequent viewers of entertainment news/gossip
television shows |
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Frequent readers of gossip/entertainment
magazines and papers |
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For those who enjoy inside and revealing
entertainment stories. |
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70% surveyed HAVE seen the show |
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30% surveyed HAVE NOT seen the show |
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Out of all surveyed only 60% have only seen the
show once or twice |
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When asked about the photographer, those
surveyed answered by stating he was: |
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“sleazy, lame, unprofessional, nosey, crappy, and boring” |
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When asked about the narrator, most responded
that he ADDS rather then DISTRACTS from the program. |
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Overall most surveyed had a NEGATIVE view of the
show. |
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The most POSTIVE thing about the show, from
those surveyed, were the closing credits. |
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Make it cool for people to admit they watch the
show. |
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Have show broadcast on set days and times. |
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Help establish either a LOVE or LOVE TO HATE
relationship with the photographer on the show. |
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Strategy Type: |
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Acquisition |
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Promotional Media: |
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1. Print Ads |
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2. Web Ads |
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3. TV Spots |
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Promotional Theme: |
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“The show you love to hate.” |
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Promotion Activity/Object |
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Newspapers |
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Magazines |
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Wed Advertising |
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Television Promos |
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Trading Cards |
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T-shirts |
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Coffee Mugs |
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Our Cost (out of $100,000) |
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$35,000 |
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$20,000 |
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$15,000 |
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$15,000 |
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$10,000 |
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$2,500 |
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$2,500 |
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Summer*
(June–August) |
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1. Heavy
circulation of ads in both newspapers and magazines. |
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2. Heavy
plays of TV promos. |
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3. Heavy
web advertising exposure. |
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4.
Distribution of Celebrities Uncensored trading cards. |
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5. Prize
giveaways. (Mugs & T-shirts) |
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Fall (September-November) |
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1.
Continued heavy circulation of print ads in newspapers and
magazines. |
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2.
Continued heavy plays of our TV spots. |
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3.
Continued exposure of web advertising. |
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4. End
of Celebrities Uncensored trading cards distribution. |
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5. End
of prize giveaways. (Mugs & T-shirts) |
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Winter (December-February) |
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1.
Slowdown in circulation of our newspaper and magazine ads. |
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2. Less
frequent plays of our TV promos. |
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3.
Reduced exposure of web advertising |
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Spring
(March-May) |
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1. Very
low circulation of print ads. |
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2. Very
few television promos shown. |
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3.
Little to no web advertising exposure. |
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Review and examine Neilson ratings. |
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Review and examine Arbitron ratings. |
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Conduct and examine our own audience
research. (via. Telephone, Mail,
and Internet) |
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Notes