Jingos! Campaign Book

Test Market
campaign
KarriGallagher-CalvinGrover-DanGunderson-TimO’Hollaren-JoshOjala-KelseyMcKey-KristaVoyvodic

Table of
contents!
Jingos! Test Market Campaign - Page 0
1. Executive Summary 1-2
2. Situation Analysis 3-28
3. Test Market City 29-30
4. Campaign Objectives 31-32
5. Trade Distribution Plan 33
6. Sales Forecast 34
7. Target Market Recommendation 35-42
8. Media 43-48
9. Sales Promotions 49-57
10. Creative 58-68
11. Budget 69
12. Work Cited 70
13. Appendix 71-

1. Executive summary!
The world that surrounds us is in constant change. Time has
become a thing of utmost importance and our eating habits
are always in flux. When it comes to snacking, consumers
are looking for something that is quick, convenient and cost-
effective. In life today, there is no time for snacks that require
any type of preparation.
The plan that follows is designed to create maximum awareness
of Pepperidge Farms’ new Jingos! snack crackers within Spokane,
WA. Jingos! is a completely new product being released into a
very competitive market that already has numerous brands in
which consumers are loyal. The new snack will be distributed
into stores on January 1st, 2013 and will include three flavors:
Fiesta Cheddar, Parmesan Garlic, and Sweet Lime & Chili.
The specific audience that will be targeted in this test market
campaign was derived from primary and extensive secondary
research. A few select forms of media have been chosen to reach
the audience in the most cost effective and timely manner.
Each one will deliver the unique position to our audience that
Jingos! withholds, while highlighting key product features. These
features will also differentiate Jingos! from its competitors in
the market. Through implementation of special promotions and
advertising strategy, our target audience will be fully engaged
with Pepperidge Farms Jingos!. All original campaign goals will
be achieved within the calendar year and Jingos! will be driven
into the hands of the consumer.

2. situation Analysis!
The Market
The cracker market is changing and adapting in order to follow popular trends in the snacking category.
As many brands transition from being a side item to a snack food, certain characteristics have changed
in order to accommodate individual consumption.
SIC Code:
The SIC Code for the cracker industry is 2052. The specific code of 2052 applies to both crackers and
cookies within the processed food categories. The code of 20 represents the “manufactured foods and
kindred product”. According to the NAICS codes, cookies and crackers are categorized under 311821
“cookie and cracker manufacturing.”1
Market size and growth trends:
The cracker market as a whole has seen an increase in demand over the last few years, with cracker sales
increasing since 2009. Total retail sales in the U.S. were $6.5 billion in 2010. The recession caused a large
decrease in sales before 2009, but sales were driven upwards as the market slowly revived. Future growth
is estimated to continue as retailers are able to increase prices without hurting the demand for crackers.
New choices in cracker flavors have been produced in response to the demand, which has also
influenced market growth. Consumers are now buying crackers to be eaten as standalone snacks, as
opposed to saltines that are usually eaten with other toppings. Flavored crackers sales grew 13.1%
from 2008-2010. Sales in sweet grahams and crackers with fillings have seen the largest increase, while
saltines have been on the decline. Although the trend is heading towards new and bold flavors, Mintel
respondents are twice as likely to try a flavor they are familiar with rather than trying something “new”
or “different”. The exception to this is the under 45 demographic, which reported being more likely to try
new and bold flavors.2
1 North American Industry Classification System
2 Mintel Crackers March 2011

$0
$100
$200
$300
$400
$500
$600
2005
2006
2007
2008
2009
2010
2011(fore)
2012(fore)
2013(fore)
2014(fore)
2015(fore
Sales in Millions of Graham Crackers
Sales in millions
$0
$100
$200
$300
$400
$500
$600
$700
$800
2005
2006
2007
2008
2009
2010
2011(fore)
2012(fore)
2013(fore)
2014(fore)
2015(fore)
Sales in Millions of Saltine Crackers
Sales in Millions
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
2005 
2006 
2007 
2008 
2009 
2010 
2011 (fore) 
2012 (fore) 
2013 (2012)  
2014 (fore) 
2015 (fore) 
Sales in Millions of Other Crackers
Sales in Millions
$-
$200
$400
$600
$800
$1,000
$1,200
2005
2006
2007
2008
2009
2010(est)
2011(fore)
2012(fore)
2013(fore)
2014(fore)
2015(fore)
Sales in Millions of Crackers with Fillings
Sales in Millions

Mintel finds 60% of respondents eat crackers without toppings, however, with younger respondents,
that likelihood increases to 72%. Another influence is the fact that crackers are now being marketed as
“snacks.” This change in marketing has helped encourage the switch to untopped crackers.
Trends in grocery store channels differ depending on the type of store. Supermarket sales have
flattened since 2008 due to the recession and price increases. Since then, supermarket channel growth
has been largely driven by private labels. In 2010, volume sales increased for the first time since 2006 by
1.6%. Comparatively, sales in natural supermarkets saw a 16.3% increase, and sales in warehouse clubs
have also been on the rise.
The substantial growth in the natural supermarket channel can be attributed to the demand for healthy
crackers. Health claims have helped increase market shares by 8% from 2008-2010 for “all natural” and
7% for claims like “whole grain.” 53% of respondents who buy crackers say overall healthfulness is an
important factor when making purchasing decisions.
Major brands have dominated the market. More than half of Mintel respondents have reported buying
only name brand crackers. A quarter of respondents will always buy the same name brand.
Women provide a unique buying distribution in the cracker market. According to Mintel, women are
more likely to consider healthy labels. When asked what factor had the most influence on purchasing
decisions, 58% of women cited overall healthfulness to be most important. Only 47% of men shared
this concern. Claims such as “no trans fat” or “low fat” also appeal mostly to women. In addition, point
of purchase promotions were also found to be more effective with women. Females ranked significantly
higher than males in response rates to promotions related to purchasing new products, including free
in-store samples, coupons or discounts, and special displays in stores.1
0% 
10% 
20% 
30% 
40% 
50% 
60% 
A free in‐store sample:  A coupon or discount:  A special display in the store: 
Which of the following would definitely convince you
to try a new kind of cracker?
Base: adults 18+ with internet access who buy crackers
Male 
Female 
Total

Another trend in the marketplace is the decrease in households with children. According to the US
Census, the number of households with children has been decreasing since 2009. Snack and cracker
manufacturers will have to tailor their products to a more adult oriented market in order to maintain
sales.1
Market Forecast:
According to Mintel, future growth of the market will depend on the ability of retailers to increase
prices without hurting demand. Some supermarket chains have already announced their intention to
pass along the higher cost of ingredients to consumers for many categories of baked goods.
Consumers have increasingly turned to the cheaper unit prices found in super centers and warehouse
clubs during this troubled economy. This channel gained 1.5 share percentage points from 2008-10.
Mintel shows growth comes primarily from warehouse clubs like Sam’s Club and Costco, which have
gained share, while Walmart’s share of FDMw has declined (from 23.2% in 2009 to 21.8% in 2010).
Market make-up by product type:
There are many different types of crackers within our market, including general, cheese flavored,
saltines, grahams, and “other” (which includes rice cakes/crackers). Saltines are the most widely con-
sumed type of cracker. According to Mintel, cracker packages come in a number of different sizes, yet
all are usually within a standard size. Most brands are sold in 7-9 ounce boxes, however some market
standouts are sold in packages of 12 and 16 ounces.2
Premium healthful products and private labels on the rise:
As monitored by Mintel’s Global New Products Database, during the last two years, the “all natural”
and “whole grain” product claims have become increasingly common in cracker launches. New pre-
mium products in the cracker market place a strong emphasis on healthful claims, and in some cases
even embed the positioning into the brand name. Examples include Kraft’s new premium brand, Back
to Nature, as well as Glutino, a new brand of gluten-free crackers.3
1 Mintel Chips, Pretzels and Corn Snacks January 2012

Competitive Position
Product Quality:
Based on the Mintel reports, those that are in the lowest household income group (under $25K)
are more likely to buy private label or store brand crackers. That said, store brand penetration still
holds steady with even the highest income groups at approximately one third. While consumers are
consistently brand loyal and rarely stray from the brands they are familiar with, the data shows that store
brands are not considered low-quality compared to the larger labels. Brand loyalty may be a driving
factor behind consumer choices, but that is largely due to familiarity with the brand as opposed to
conceptions about quality.1
Market Share:
Kraft Foods Inc.:
Kraft Foods Inc. dominates the market with their brand Nabisco. Nabisco is responsible for many of the
major names such as Triscuit, Ritz, Wheat Thins, and Premium. The 2010 market share of Kraft Foods
Inc. accounted for $1,583,000,000.
Kellogg:
Two of the biggest cracker brands within the Kellogg company are Keebler and Sunshine snacks. Keebler
has significant market share in the cracker industry with the brands Toll House and Club, in addition
to having a major hold in the cookie market. Sunshine’s primary product is Cheez-it. The 2010 market
share of Kellogg’s accounted for $1,018,000,000.
Pepperidge Farms (Campbell Soup Co.):
Goldfish are a major brand of the Pepperidge Farms company. They are placed in a distant third from
their two big competitors with a 2010 market share of $458,000,000. Despite having a smaller share
compared to the top two manufacturers, Kraft Foods and Kellogg’s (24.8% and 38.6%, respectively),
Pepperidge Farms saw the most sales growth during 2009-2010 with a 5.8% increase. Kellogg’s only
increased by 0.3%, and Kraft actually decreased by 1.1%.

38.60%
24.80%
11.20%
8.50%
16.90%
Kra Foods Inc.
Kellogg Co.
Peppridge Farms (Campbell
Soup Co.)
Private Label
Other
2010 Market Share
Percentages
(8 oz)

Brand Distribution: (Safeway)
Package
Size
Retail
Price
Price per
ounce
Serving
Size
Calorie
s
Test Market Product
Jingos! Lime and Sweet Chili 7.5oz $3.49 $0.47 23g 130
Jingos! Parmesan and Garlic 7.5oz $3.49 $0.47 23g 140
Jingos! Fiesta Cheddar 7.5oz $3.49 $0.47 23g 140
Crackers
Wheat ins Original (Nabisco) 8oz $3.99 $0.50 16g 150
Triscuit Original (Nabisco) 13oz $3.99 $0.31 6g 120
Ritz Original (Nabisco) 16oz $3.89 $0.24 5g 80
Premium Original (Nabisco) 16oz $2.50 $0.16 16g 70
Cheez it Original (Sunshine) 13.7oz $4.79 $0.35 27g 150
Club Crackers Original (Keebler) 16oz $4.49 $0.28 4g 70
Town House Original (Keebler) 16oz $4.49 $0.28 5g 80
Goldfish Original(Peppridge Farms) 6.6oz $2.59 $0.39 5g 140
Cookies
Oreos Original (Nabisco) 15.5oz $2.99 $0.19 34g 160
Chip Ahoy! (Nabisco) 13.72oz $2.50 $0.18 33g 160
Keebler Chips Delux Cookies Original 14.2oz $3.69 $0.26 30g 160
Milano Original (Peppridge Farms) 6oz $3.99 $0.67 34g 180
Potato Chips
Lays Classics (Frito-Lay) 10.5oz $4.29 $0.41 28g 160
Ruﬄes Original (Frito-Lay) 9.5oz $4.29 $0.45 28g 160
Corn Chips
Tostitos Restaurant Style (Frito-Lay) 13oz $3.99 $0.31 28g 140
Mission Tortilla Strips (Mission Foods) 20oz $4.49 $0.22 28g 140
Popcorn
Orville Redenbacher (ConAgra Foods) 26.91oz $5.99 $0.22 36g 120
Pop Secret Butter (Campbell Soup Co) 9.6oz $2.79 $0.29 33g 180
Other
Doritos Nacho Cheese (Frito-Lay) 17oz $4.29 $0.25 28g 140
Cheetos Crunchy (Frito-Lay) 20.5oz $4.29 $0.21 28g 150
Fritos Original (Frito-Lay) 14oz $4.29 $0.31 28g 160
Pringles Original (Kellogg's) 6.41oz $1.99 $0.31 28g 150
Rold Gold Pretzels (Frito-Lay) 16oz $3.29 $0.21 28g 110

Based on the product
distribution it is best to
position Jingos! as a snack
within the cracker market.
The estimated price per
ounce is $0.47, which is
more comparable to that of
chips.
Nutritionally, Jingos! have a
competitive advantage over
major chip competitors,
who generally have higher
fat and calorie contents.
Total Fat Cholesterol Sodium
Total
Carbohydrates Protein
Number of
Varieties
4g 0mg 220mg 22g 2g
4g 0mg 280mg 22g 3g
4g 0mg 280mg 22g 3g
6g 0mg 260mg 21g 2g 13
4.5g 0mg 180mg 18g 3g 15
4g 0mg 135mg 10g 1g 12
1.5g 0mg 150mg 12g 1g 4
8g 0mg 230mg 17g 3g 13
3g 0mg 125mg 9g 1g 4
4.5g 0mg 130mg 10g 1g 5
5g <5mg 250mg 20g 4g 12
7g 0mg 140mg 24g 1g 21
8g 0mg 110mg 22g 2g 11
8g <5mg 105mg 19g 2g 21
10g 10mg 80mg 21g 2g 12
10g 0mg 170mg 15g 2g 12
10g 0mg 160mg 15g 2g 8
7g 0mg 115mg 19g 2g 13
7g 0mg 150mg 17g 2g 6
2g 0mg 230mg 24g 3g 18
12g 0mg 310mg 15g 2g 9
8g 0mg 210mg 16g 2g 11
10g 0mg 250mg 13g 2g 7
10g 0mg 160mg 16g 2g 4
9g 0mg 150mg 15g 1g 10
1g 0mg 450mg 23g 2g 8
3

The Consumer
The size of the consumer market:
The Spokane Designated Market Area is the 75th largest in the United States, encompassing much of
Eastern Washington and Northern Idaho. In this DMA, there are approximately 1,118,794 individuals,
with a nearly even split of males and females (49.81% and 50.19% respectively). These individuals live in
433,608 households, of which 67.22% are comprised of families and 32.78% are non-family households.
Frequency of purchase, usage, repurchase cycle, and trial:
In surveys managed by Mintel, respondents indicated that crackers were the most common salty snack
food to be consumed on a regular basis, with 74% of respondents indicating that they ate crackers on
a weekly basis. This suggests that the regular weekly shopping trip will commonly include picking up
some variety of cracker to accommodate the trend of weekly consumption.
Individuals under 35 are generally more likely to consume crackers as a standalone snack, as opposed
to over 35s who more commonly consume crackers with a topping or as a companion to soup or salad.
Under 35s tend to prefer flavored or filled crackers, while saltines are favored more by the over 35s as
they are more suited to accompany toppings or soups.
Looking at an even younger market, individuals 18-24 are more likely to snack while on the go. This
makes portable packaging and vending machine distribution a larger factor than with other age groups,
who overwhelmingly snack while at home.1
Definition of market by socioeconomic groups and sociopsychological
characteristics:
Within the Spokane DMA, over 87% of the population is white. Most have completed some level of
college, or at least a high school diploma or GED. Over 50% of the population is married (accounting for
the high percentage of family households) and take in an average household income of $54,149.
Many individuals in this DMA can be classified as “the outdoors type,” as fishing, hunting, hiking, and
other outdoor activities rank favorably among residents. Additionally, most indicated that they held
largely conservative political views and that religious faith played a role in their lives.
In regard to snacking, many admitted that snacking between meals was a common practice. Most
indicated that “healthy foods” were the preferred choice of snack food, though what qualifies as
“healthy” was unspecified. Coupon offers were said to provide the most incentive for purchase, and most
indicated that they preferred to shop at specialty stores. The reason stated for this was that specialty
stores carried the “best brands,” though again, these brands were unspecified.

Consumers’ knowledge and/or attitudes towards product category and
individual brands:
More than half of Mintel respondents who buy crackers only buy name brands. A quarter of these
respondents say that they always buy the same name brands. Comparatively, 42% say that while they
always buy name brands, they may switch brands. Only 5% say that they buy store brands.
Ritz crackers are popular across all income levels, while Wheat Thins and Triscuits are more popular
among higher income demographics.
Over 55s also show a strong loyalty to brands and are less likely to buy private label, demonstrating that
seniors are willing to pay for the foods they like. These individuals have likely been eating the same
brand for years and aren’t looking to break that pattern. Meanwhile, under 35s are more likely to buy
private label crackers. Private label purchases are also more common among households that earn under
$25K.
Respondents whose households earn more than $50K a year are more likely to report eating flavored
crackers, with the flavored category finding its greatest popularity among the highest earners ($150K+).
Factors influencing selection:
Flavor is the most prominent deciding factor, with people citing twice as often that they would purchase
based on familiarity of flavor as opposed to a “new and different” flavor.
Durability, texture, and matching with other flavors were secondary concerns, though convenient
packaging was something of a larger factor among 18-24 year olds.
Feedback from friends/family, in-store sampling, and coupons or discounts are all heavy influencing
factors in getting people to purchase, though in-store sampling is most effective with women.
Women also appear to be more open to different types of crackers and are more likely to report eating
club/butter crackers, wheat crackers, and flavored crackers. Because women are traditionally the family
shoppers, they tend to be more aware of the options available on retailer shelves. Additionally, women
are much more likely than men to say they buy crackers on sale, but are not necessarily more likely to
buy store brands, suggesting a stronger loyalty to brand.

Trends or recent changes in any of the above factors:
Gluten-free products are becoming an increasingly prominent market. 21% of Mintel-surveyed
respondents said that “gluten-free” is something they look for when reading labels, despite the fact
that less than 10% of people have a diagnosed sensitivity to gluten. This suggests that gluten-free
products are simply the latest thing in the healthy eating trend. Similarly, low-calorie, low-fat, and
other healthier-branded snack foods are gaining popularity.
Primary Research Findings
Survey:
In order to gain insight into the mind of our audience, we conducted a survey through the survey
platform Qualtrics. Our survey focused on the snacking habits and attitudes of people ages 25-44. We
began by asking basic questions about snack preferences and purchasing habits, and then moved onto
more detailed questions about brands and crackers.
A major finding from the survey was the fact that 44 out of the 50 total respondents found themselves
snacking in between meals. Only 6 claimed to not snack in between meals. Another component of
our survey we found significant was the activities that our target audience do while snacking. We
have shown these results in the graph below.
“I think I’d buy them now that I’ve
tried them.”
-Taste Test Participant

While we found that most respondents snack between meals, they also snack alone. 38 people said
they usually snack alone versus the nine who said they snack with others. After getting some data
concerning snacks as a whole, we wanted to narrow our research down to crackers. About 57% of
people said they preferred flavored crackers, which was slightly higher than the 43% of respondents
who said they prefer non-flavored crackers.
On computer
39%
Reading/ Homework
8%
TV/ Movies
37%
Other
16%
I do not snack
0%
Is there anything you usually do during snacking?
0
5
10
15
20
25
25-34 35-44 45-54 Other
AgeAge of Respondents

Taste Test:
We conducted a large scale taste test to gain insight into which of the three flavors of Jingos! are most
preferred. We laid out samples of each of the flavors in front of the boxes so people knew what flavor
they were trying. Respondents were told they could try any or all of the flavors. We kept track of not
only which flavors were most preferred, but also which flavor they were drawn to first. Within an hour
and a half we had 77 respondents participate in the taste test.
As respondents would approach the table, we would offer them a chance to try each of the three
flavors, which included Parmesan Garlic, Fiesta Cheddar, and Lime and Sweet Chili. We filmed the
entire exchange while other members of the team kept track of the initial choice of flavor for each
participant, as well as flavor preference.
The results were fairly evenly distributed in terms of the three flavors. Fiesta Cheddar was first with
28 participants choosing it first, followed by 26 for Parmesan Garlic and 23 for Lime and Sweet Chili.
Out of the respondents who tried the Fiesta Cheddar flavor, 22 of them determined that it was their
favorite, while only 5 of them decided it was their least favorite. One participant said that “fiesta flavors
are usually really spicy and the fact that these aren’t is a good surprise.” The other flavors were fairly
equal in terms of positive and negative responses. However, between Parmesan Garlic and Lime and
Sweet Chili, typically if a respondent loved one of these flavors they hated the other one. We found
the flavors to be more of a hit or miss in terms of preference, but received an overwhelmingly positive
response to the Jingos! in general. Many people said that having tried Jingos!, they would be inclined
to buy them.

Dealers, Distributors, Brokers
Distribution of snack crackers is done through wholesale retailers who buy them from the
manufacturer then deliver to retailers. Jingos! are delivered in cases of twelve at $1.91 at wholesale
price per unit, making each case $22.92.
Competitors such as Kellogg and Nabisco use direct store-door delivery systems within the U.S.,
although other distribution methods are used. Pepperidge Farms buys routes with brokers to distribute
the majority of their products.1
1 Forbes

Advertising History
Advertising Expenditures:
Within the cracker market, media spending varies widely by brand. In 2009, the top two spenders both
spent more than twice what the next three brands spent.
34.6
32.9
15.8
10.5
10.2
9.5
Ad Spending 2009 in Millions
Nabisco Ritz
Sunshine Cheez-It
Nabisco Wheat ins
Pepperidge Farm Goldfish
Keebler Town House
Nabisco Triscuit

Copy analysis of basic appeals being used:
With their Wheat Thins Crunch Stix, Nabisco targets a very young male demographic. Mintel’s
data shows that 18-24 year olds are the most likely group to eat breadsticks, which are Crunch Stix’s
competition. Wheat Thins appear to be shoring up their market by appealing to single males 15-25.
In addition, Wheat Thins probably have the most engaging advertising. Their “Twitterventions” target
people who mention Wheat Thins on Twitter, regardless of whether it is praise or criticism. This is a
very interesting and creative approach as it is interactive and encourages users to discuss Wheat Thins
online.
Nabisco’s Ritz crackers have a much more energetic approach in their ads. Their Suburban Block Party
ad features Wyclef Jean leading a marching band through a quiet suburban block party, injecting energy
into the festivities with Ritz crackers. This ad can play well with white and black viewers younger than
35 who like to entertain.
Nabisco takes a different approach with their Triscuits ad. Featuring a young, upscale and diverse cast,
their Urban Rooftop ad focuses on a much more urban market than Ritz. Advertising whole grain in
a well-to-do kitchen and a rooftop filled with plants presents a much more high class snack than other
crackers.
Keebler also follows a similar upscale market for their Townhouse Flatbread Crisps with their Pop-up
Book ad. The ad opens with scenes of Italian country and seasides to highlight the Italian flavor of the
crackers before featuring three women eating them while on a picnic in the city. Keebler is promoting
their Crisps away from their brand name, and do not mention it once in the ad.
Sunshine’s Cheez-Its attempt to blend both the upscale and humorous approaches in their ads. In their
Cheese Inspection ads, they promote the cracker’s all natural ingredients while still creating a humorous
situation with a personified “immature” wheel of cheese.

Analysis of media patterns:
$32,769 
$19,577 
$122,723 
$16,977 
2007 SOV
Sunshine total 
Keebler total 
Nabisco total 
Pepperidge Farms total 
$31,424
$12,599
$91,803
$20,203
2008 SOV
Sunshine total
Keebler total
Nabisco total
Pepperidge Farms total
$36,458
$18,762
$66,928
$13,439
2009 SOV
Sunshine total
Keebler total
Nabisco total
$35,327.0 
$18,718.1 $50,865.4 
$20,445.8 
2010 SOV
Sunshine total
Keebler total
Nabisco total

Nabisco:
From 2007 to 2010, Nabisco’s dominance in media spending has diminished. Starting at 63.9% in 2007,
Nabisco’s overall share of voice among the major cracker producers fell to 40.6% by 2010. The space
left by Nabisco has been taken up by the other three competitors, Sunshine, Keebler and Pepperidge
Farms. Sunshine has had the most consistent yearly increases, growing from 17.1% to 28.2% in 2010.
Pepperidge Farms and Keebler, now around 15%, have had more fluctuations over the same period.
Sunshine:
Sunshine’s media spending changed dramatically from 2009 to 2010. In 2009, it was predominantly
focused on network TV with over 60% of their budget. Cable accounted for almost 25%, syndication
received 13.8% and about one percent was spent on spot TV. In 2010, network TV accounted for only
36%, while cable TV received 46% of their budget. Syndication stayed relatively constant at 16.5%.
Spot TV also stayed constant at 1.5%.
Keebler:
Keebler’s major media spending has stayed more consistent from 2009 to 2010. In 2009, 43.8%
of their budget was spent on network TV, and 35.9% was spent on cable. In 2010, Keebler spent
40.5% on network TV and 38.4% on cable. The main area Keebler has adjusted its spending has
been syndication, spending 17.8% of their budget on syndication and 2.5% on spot TV in 2009.
Comparatively, in 2010 Keebler spent 7.4% on syndication, 4.3 on spot TV, and 9.4% on Sunday
magazines, a new addition.
Media Mix:
Nabisco has diversified and adjusted its ad spending in recent years. In 2009, Nabisco spent 50.1% of
their budget on network TV, 37% on cable TV, 12% on syndication and 0.9% on spot TV. Network TV
spending was 46.7% of Nabisco’s budget in 2010, while cable had shrunk to 14.2%. Syndication grew to
34.2%, spot TV stayed relatively constant at 2.2%, and network radio, a new addition, at 2.6%.
Excluding Sunshine, Keebler and Nabisco both focus on network TV as their primary medium.
Cable was a strong secondary medium in 2009, but by 2010 Keebler was the only brand that kept it at
constant levels. Sunshine switched network TV for cable as their primary medium, while Nabisco cut
it significantly. Syndication has also been a fluid medium. Sunshine kept their syndication spending
constant, while Keebler cut their spending by more than half and Nabisco nearly tripled their
syndication spending. Spot TV appears to be a small but consistent player in media budgets, most
likely in order to reach highly targeted audience. Two unique choices were network radio for Nabisco
and Sunday magazines for Keebler.

$19,388.4 
$917.3 
$14,208.3 
5880.7 
$1,095.3 
Nabisco 2010 Media Mix
Sun. Mags
NWSP
Nat'l NWSP
Outdoor
Net TV
Spot TV
Syndication
Cable
$711.8 
$0.0 $0.0 $0.0 
$3,075.4 
$323.7 
$562.3 
2916.1 
$0.0 $0.0 
Keebler 2010 Media Mix
Sun. Mags
NWSP
Nat'l NWSP
Outdoor
Net TV
Spot TV
Syndication
Cable
Net Radio
Nat Spot Radio
$0.0 $0.0 $0.0 $0.0 
$11,087.3 
$476.3 
$5,087.5 
14166.4 
$0.0 $0.0 
Sunshine 2010 Media Mix
Sun. Mags
NWSP
Nat'l NWSP
Outdoor
Net TV
Spot TV
Syndication
Cable
Net Radio
Nat Spot Radio

Advertising Results:
Among the techniques explored by Mintel to promote initial trial, the most effective appear to be a
request from a family member (45%), point-of-sale sampling (44%), coupon or discount (43%), and
recommendation from a family member (39%).
The least effective techniques (which consumers said would not convince them to try a new cracker)
include advertising in a respected magazine (43%), recommendation from a well-known chef (42%),
calorie-controlled packaging (44%), and Facebook advertising (70%).
Static advertisements on Facebook are less effective than ads in magazines, with less than 15% of
respondents saying that such ads would definitely convince them to try. Consistent with general media
trends, these types of ads are more likely to convince under 35s.1
Advertising Examples:
Triscuit’s rocket ad stresses its fiber
content as a dietary boost.

This square ad
emphasizes the natural
aspect of Triscuits.
This hunger pains ad portrays
Triscuits as a significant snack,
and not a light cracker.
Triscuit’s swing ad is tailored
to an upscale but relaxed
female audience.

Cheez-It is promoting its high
cheese content in this ad.
Ritz ties in their sponsorship
of Annika Sorenstam to
their fun ad.
Ritz continues its
clever ads with an
ad promoting Ritz
for snacking.

Sales Promotion History
Nabisco Ritz:
Products within the Nabisco brand portfolio are often promoted through celebrity endorsements and
large events such as Nascar and American Idol. These promotions often include a grand prize of cash
and/or trip for the winner to travel to an extravagant event. For example, one promotion called for
Facebook users to submit their Ritz recipe for a chance to win $20,000 and trip for two to meet Guy
Fieri. Additionally, Ritz (along with Nabisco sister product Chips Ahoy), had a sweepstakes in which
consumers could enter online for a chance to win a trip for two to see an American Idol Live Tour
concert.
In the digital realm, on the Ritz crackers page of the of Nabisco website there are sections that
highlight recipes using Ritz crackers, the variety of flavors of Ritz cracker products, and news about
new flavors and lines within the Ritz family of crackers.
As for in store promotion and couponing, Ritz is often promoted at a price point of either $1.99, or 2
for $6 with a coupon. Furthermore, this offer often includes another Nabisco product closely related
to Ritz, such as Ritz Crackerfuls or Nilla Wafers. For example, Safeway offered coupons coupling Ritz
Crackers with Ritz Handi-Snacks or Ritz Crackerfuls at $1.99 per box.
Nabisco Wheat Thins:
Wheat Thins heavily uses social media to promote their brand via consumer engaging campaigns.
For example, they ran the “Boldest Check-In” campaign to complement their line of bold flavored
crackers. The main draw of the campaign was to “check-in” at the top of select Six Flags roller
coasters. Consumers were encouraged to post pictures of themselves on Instagram using the hashtag,
#coasterface. As an incentive to participate, the top 10 participants with the most “likes” were awarded
two tickets to any Six Flags theme park in the United States. 1
In addition, the Wheat Thins website complements their social media campaigns by linking Twitter
mentions about the brand. The site also has sections that highlight Wheat Thins being 100% whole
grain, as well as its new line of flavors.
Wheat Thins’ in-store promotions often offer a coupon for 2 boxes for $5, typically valid for a 5.5 to
10 ounce box. Like other crackers in the Nabisco portfolio, this offer for Wheat Thins is sometimes
coupled with a complementary Nabisco product. Specifically, prior Safeway coupons offered boxes
of Wheat Thins or 100 calorie packs of Oreos for $1.99 (5.5 to 10 oz Wheat Thins boxes, 7.75oz Oreo
packages).
1 mediapost.com

Nabisco Triscuit:
The Triscuit portion of the Nabisco website highlights Triscuit flavors, wine pairings and recipes with
Triscuits, and the brand story. These linkages between Triscuit and wine are key to the Triscuit brand
positioning and promotional strategy. This positioning is further emphasized through a featured app
called Triscuit Small Plates, which pairs each flavor of Triscuit with the most compatible wine variety.
Triscuits have also been promoted on Facebook. Triscuit marketers wanted people to reconsider
eating un-topped Triscuits. Their latest ad campaign features a dramatized consumer redress. In
order to launch the campaign, they gave consumers the chance to receive one of 15,000 free boxes
(or one of 112,000 coupons redeemable for one free box) for writing a letter of complaint on www.
ToppersTantrum.com or www.facebook.com/triscuit. According to the Triscuit Facebook page, 91,899
“complaints” were filed.
As for in store promotions and coupons, Safeway had coupon offers of 2 boxes for $6
(13 oz box).

Keebler Club:
Though Keebler Club is a popular brand in the product category, Keebler’s promotional budget is
largely focused on cookies and sweet snacks. This positioning is evidenced by their website layout and
copy, listing “Cookies, Crackers, and other Goodies” for the their navigation menu and for Search
Engine Optimization. The main landing page (as of October 2012) features Keebler’s sponsorship
with the American Red Cross with a graphic about their “Be A Good Cookie” campaign. The crackers
section of the website lists all of Keebler’s products in the cracker segment. When a user clicks through
to the product a complementary recipe idea is shown in the right hand column next to the product.
Safeway coupons in the Spokane DMA during September offered 12 count variety packs of Keebler
cookies with Cheez-It crackers (4 bags), 2 for $8. In the same flyer, there were coupons for $1.99 for 6
to 7 oz boxes of Cheez-It (or Keebler fudge shoppe cookies).
Sunshine Cheez-It:
Cheez-It recently promoted its new line extension, Cheez-It BIG, with a “Big Hand Model Search,” in
which Facebook users submitted photos of their “epically big hand.” Cheez-It promoted the contest on
their Facebook page, saying “Submit your photo and you could get your hands on the most desirable
accessory ever made... the Cheez-It wallet with $10,000.” According to the Cheez-It Facebook page,
from the start of the promotional period (7/9/12 to 9/6/12), a total of 974 Facebook users submitted an
entry.
On the Cheez-It website, Cheez-It BIG is featured along with specialty flavors and shapes of Cheez-It
(e.g. Mozzarella or Amazing Spiderman). Web site visitors can also view Cheez-It products, special
offers, Box Office (which shows their TV spots) and a section for “Cheese Fans,” which documents the
brand’s Facebook postings and highlights the various lines of cheese flavored crackers.
In regards to in-store promotions and couponing, Cheez-Its are often promoted at a price point of
2 boxes for $5 (9.75 - 13.7 oz). Additionally, Cheez-It offers are sometimes coupled with Keebler
products as they are both within the Kellogg’s brand portfolio. Typically this brand linkage is
promoted through coupons of Cheez-It and Keebler cookie variety packs ($3.99 for a 12ct package).

SWOT
Strengths:
One of the largest strengths we have is the fact that Jingos! are seasoned twice. This sets us apart from
our competitors and also provides a unique and bold flavor. Another large advantage we have over
other new products is that we come from an already established brand, Pepperidge Farms. Pepperidge
Farms is already considered a leader in the cracker industry. Not only do Jingos! offer bold flavor, but
their small size allows for increased snackability. Finally, the fact that Jingos! are always baked with no
artificial preservatives increases their healthiness among other products in the market.
Weaknesses:
Price is often a large factor when purchasing crackers. Unfortunately, Jingos! are priced slightly higher
than most other brands. They also have a smaller package than other brands, resulting in a higher
price for less product. Although Jingos! come in three unique and bold flavors, there are only three.
This limits our opportunity to reach a wider audience who have more flavor preferences.
Opportunities:
The flavors that are offered for Jingos! are unique. They are not commonly seen among other cracker
brands, which gives us an opportunity to move a step ahead in the market. Flavored crackers are
becoming immensely popular. These are the kinds of crackers that are being bought, which is great for
our product. Finally, crackers can be positioned against other snack foods in a way that puts us ahead
in the category.
Threats:
Since we are a new product, we are not known in the market, which gives us a challenge. There are
many other crackers that are already established in the market. Furthermore, if consumers were to
want a topped cracker, the bigger sized crackers would be purchased instead of Jingos!. One of the
biggest threats that we face is the sheer quantity of products in our market. There is a plethora of snack
foods out there with which we will have to compete with. Additionally, we share the market with three
leading companies who are very established and successful, who pose a strong threat to our product
and brand.

3.Recommended Test Market!
Spokane, WA
Spokane, WA was chosen for our
test market. Spokane’s demographic
make-up is very similar to the
nation as a whole, making it a “little
America.” This is important so that
Jingos! performance in Spokane can
be extrapolated to a national release.
The gender distribution is comparable
to the US as a whole and changes only
0.60% when applied to the Spokane
area. The education of people over
25 in the DMA was also comparable
with the exception of the “Some
College” category which increased
significantly in the target market. The
biggest discrepancy was within the
race category. Spokane has a 87.97%
white population which is 15.57%
higher than the national average.
However, white people are the highest
consumers among flavored crackers
which works out well for Jingos!.
Spokane USA
Population 1,118,794 308,745,326
Gender
Male 49.80% 49.20%
Female 50.20% 50.80%
Age
0-14 19.30% 19.83%
15-24 15.05% 14.13%
25-34 12.61% 13.30%
35-44 11.53% 13.30%
45-54 13.76% 14.58%
55-64 13.08% 11.82%
65+ 14.65% 13.04%
Education Age 25+
Less than 9th grade 3.67% 5.10%
Some High School 7.43% 7.32%
High School Graduate 29.32% 30.72%
Some College 25.87% 16.97%
Associate Degree 10.07% 9.45%
Bachelor's Degree 15.42% 19.49%
Master's Degree 5.55% 7.95%
Professional School 1.55% 1.48%
Doctorate Degree 1.11% 1.52%
Hispanic or Latino
Hispanic or Latino 7.90% 16.30%
Non Hispanic or Latino 92.10% 83.70%
Race Classification
White Alone 87.97% 72.40%
Black Alone 1.21% 12.60%
American Indian and
Alaskan Native Alone 2.34% 0.90%
Asian Alone 1.63% 4.80%
Native Hawaiian and
Other Pacific Islander
Alone 0.14% 0.20%
Some Other Race Alone 3.73% 6.20%
Two or More Races 2.98% 2.90%

4.Campaign objectives!
In order to reach optimal success in our test market campaign, we have established six objectives based
off of the information we gathered in both our primary and secondary research. Upon completion
of the following objectives, we will have executed a full test market campaign for Pepperidge Farms
Jingos!.
1. Achieve product distribution in at least 60% of grocery
stores within the given test market
Within our target DMA, there is a total of 166 grocery stores. Following the establishment of our goal
of reaching 60% distribution within those stores, we chose 6 different grocery retailers, for a total of 72
stores that will carry Jingos!. Retailers chosen include Safeway, Albertson’s, Fred Meyer, Yokes, Super 1
Foods, and Rosauers. With these retailers, we will have covered 60.9% of the total market share.
2. Maintain a budget which is not to exceed $66,254.98
Our total sales forecast is projected to reach $171,624.96. After considering how much of our sales
forecast we wanted to allocate to our budget, we decided on 60%, equalling $102,974.98. After
subtracting $36,720 in slotting fees, we reached our final budget of $66,254.98. Once we came to
our final budget, we then narrowed it further into two different sections. One would allocate 60% to
media buying ($39,752.99), and the other would allocate 40% to promotions ($26,501.99). With this
breakdown, we expect to stay within our projected budget.
3. Advertise Jingos! through television, radio, outdoor, and
online media
In order to reach optimal success in our test market campaign, we have established six objectives based
off of the information we gathered from both primary and secondary research. Due to the variety of
mediums used, we are confident that our audience will be reached while also remaining cost-efficient.

4. Reach a maximum level of Gross Rating Points
(Approximately 300-400 GRPs/week) within the first phase
of the campaign
Because Jingos! is a new product in the market, we want to get our product to the consumer as quickly
as possible. We will also want to accomplish this task in the most effective way we can. Within the first
three months of this test market campaign, we will strive to achieve 300-400 GRPs per week. Through
the use of all our media outlets, our advertisements will deliver our message directly to our target
audience, while also informing them of our in-store and out of store promotions.
5. Establish a constant theme that will be maintained
throughout our campaign for the Jingos! brand
We are entering a market that consists of numerous different brands that are already established
products. Our consumers are well aware of these products and they have their preferences. However,
one thing that we have to our advantage is the fact that the Pepperidge Farms name is within that
group of established brands. In order to introduce our new Pepperidge Farms product, we must
position ourselves in a unique fashion. Thus, we will maintain a Unique Selling Point that will give
Jingos! an image that will be recognizable to our target audience among other established products.

5. Trade distribution plan!
There are a total of 166 total supermarket stores within the Spokane DMA, including major names like
Safeway and Albertson’s. Of these stores, we have decided to target 72 of them specifically for Jingos!
for our test market campaign. Our goal is to reach a minimum of 60% all commodity volume, which is
possible through our decided stores.
1
Slotting Fees
Slotting fees will be necessary in order to get Jingos! into each of the selected stores. The average
slotting fee in the Northwest area is $170 per item. Since there are 3 different flavors of Jingos!, the
slotting fee will triple for each store.
(170 x 3) x 72 = $36,720
With the stores selected and the slotting fees accounted for, the 60.9% all commodity volume within
the Spokane DMA will provide a significant distribution across our target market.
1 Lifestyle Market Analysis
Store Market Share Store Count
Albertsons 12.40% 13
Fred Meyer 7.30% 5
Safeway 20.70% 27
Rosauers 10.30% 14
Super 1 Foods 3.40% 4
Yokes 6.80% 9
Total 60.90% 72

6. sales forecast!
In order to figure out a projected sales forecast we determined the wholesale cost, projected case
movement and store count. The stores were calculated based off of market share. We calculated it all
for the full 52 weeks to determine the sales forecast for the year.
Wholesale cost = $1.91 per box
Case = 12 boxes
Sales goal = 2 cases
Store count = 72
52 weeks
(1.91(2 x 12)) x 72 x 52= $171,624.96
Sales Forecast =
$171,624.96

Using data from Simmons Choices 3, we put together an ideal target market for Jingos!. Our research
revealed that the best target market for Jingos! are white women between the ages of 25 and 44 years
old.
Cracker consumption by race
When studying cracker consumption by race, we found that whites and blacks are the heaviest
consumers. Whites and blacks both scored in the low 80s for vertical percentage. 82.2% of blacks
reported eating crackers, with an index of 99. Whites were slightly higher at 84.5% and an index of
102.
Flavored cracker consumption by race
Whites are also the largest consumers when it comes to flavored crackers, coming in at 7.3% with an
index of 110. Once again, blacks came in second but at significantly lower percentages than whites.
Only 4.9% of blacks reported eating flavored crackers with an index of 74. Although blacks and whites
had similar results for overall cracker consumption, whites clearly are the heaviest consumers of
flavored crackers, specifically.
ALL
RACES WHITE
AFRICAN
AMERICAN ASIAN
SOME OTHER
RACE
NOT WHITE
OR BLACK
Vertical 100% 100% 100% 100% 100%
Index 100 100 100 100 100
Eat Crackers: YES Vertical 82.93% 84.47% 82.22% 64.97% 77.64% 72.82%
Index 100 102 99 78 94 88
Eat Crackers: NO Vertical 16.04% 14.44% 17.06% 34.41% 21.17% 26.21%
Index 100 90 106 215 132 163
7. Target market
recommendation!

ALL
RACES WHITE
AFRICAN
AMERICAN ASIAN
SOME OTHER
RACE
NOT WHITE
OR BLACK
Vertical 100% 100% 100% 100% 100%
Index 100 100 100 100 100
BUTTER
FLAVORED
CRACKERS Vertical 8.08% 8.63% 7.62% 3.71% 5.25% 4.66%
Index 100 107 94 46 65 58
CHEESE
FLAVORED
Index 100 107 93 47 62 56
OTHER FLAV
SNCK
CRACKRS(ONIO
N, BBQ, ETC) Vertical 6.68% 7.33% 4.92% 4.20% 3.84% 3.98%
Index 100 110 74 63 57 59
GRAHAM Vertical 16.35% 18.08% 9.62% 11.20% 11.17% 11.18%
Index 100 111 59 68 68 68
MELBA TOAST Vertical 3.25% 3.19% 3.32% 3.15% 3.76% 3.53%
Index 100 98 102 97 116 109
OAT Vertical 1.45% 1.46% 1.36% 1.30% 1.57% 1.46%
Index 100 101 94 90 108 101
RYE Vertical 2.70% 2.89% 1.33% 3.42% 2.31% 2.73%
Index 100 107 49 127 86 101
SALTINES Vertical 13.73% 14.55% 11.57% 7.64% 11.76% 10.19%
Index 100 106 84 56 86 74
WHEAT Vertical 12.12% 13.21% 9.07% 6.85% 8.06% 7.60%
Index 100 109 75 57 67 63
Cracker consumption by age
According to Simmons, 84.3% of adults ages 35-44 answered “yes” to eating some type of cracker. This
age group also had an index of 102. Adults between the ages of 25-34 had a similar result, at 80.1%.
Although adults ages 55 and above have a higher vertical percentage and index, they typically do not
eat many flavored crackers.
ALL
AGES 18 - 24 25 - 34 35 - 44 45 - 54 55+
Vertical 100% 100% 100% 100% 100%
Index 100 100 100 100 100
Eat Crackers: YES Vertical 82.93% 77.65% 80.11% 84.33% 80.65% 86.66%
Index 100 94 97 102 97 105
Eat Crackers: NO Vertical 16.04% 21.13% 19.57% 14.43% 17.99% 12.30%
Index 100 132 122 90 112 77

Preferred cracker consumption by age
When looking into specific types of crackers, adults 35-44 are most likely to eat “other types” of
crackers, which is the category in which Jingos! falls. Within that age range, there was a vertical
percentage of 8.4% and an index of 126, the highest among that category. Adults 25-34 fell slightly
behind 35-44 year olds, at 5.7%.
Cracker consumption by gender
Women eat more crackers than men, but men are not far behind. According to Simmons, 84.4%
of women said they eat crackers, with an index of 102. Comparatively, 81.4% of men said they eat
crackers at an index of 98.
18 - 24 25 - 34 35 - 44 45 - 54 55+
Vertical 100% 100% 100% 100% 100%
Index 100 100 100 100 100
BUTTER
FLAVORED
Index 100 107 113 120 110 75
CHEESE
FLAVORED
Index 100 100 91 103 115 94
OTHER FLAV
SNCK
CRACKRS(ONIO
N, BBQ, ETC) Vertical 6.68% 7.17% 5.65% 8.39% 7.27% 5.78%
Index 100 107 85 126 109 86
GRAHAM Vertical 16.35% 16.77% 16.38% 19.48% 17.39% 13.93%
Index 100 103 100 119 106 85
MELBA TOAST Vertical 3.25% 2.73% 3.01% 3.28% 3.73% 3.23%
Index 100 84 93 101 115 99
OAT Vertical 1.45% 2.21% 1.14% 1.37% 1.84% 1.16%
Index 100 153 78 95 127 80
RYE Vertical 2.70% 3.53% 1.41% 2.32% 3.28% 2.91%
Index 100 131 52 86 122 108
SALTINES Vertical 13.73% 13.74% 15.33% 17.68% 13.73% 10.85%
Index 100 100 112 129 100 79
WHEAT Vertical 12.12% 10.93% 11.18% 12.74% 10.31% 13.71%
Index 100 90 92 105 85 113

MALE FEMALE
Vertical 100% 100%
Index 100 100
Eat Crackers: YES Vertical 82.93% 81.40% 84.36%
Index 100 98 102
Eat Crackers: NO Vertical 16.04% 17.35% 14.80%
Index 100 108 92
Preferred cracker consumption by gender
In regard to flavored crackers, once again men are slightly behind women in terms of consumption. Of
the men surveyed, 6.5% said they eat other flavor crackers at an index of 97. Percentages of women are
slightly higher at 6.9% and a 103 index.1
1 Simmons Choices 3
MALE FEMALE
Vertical 100% 100%
Index 100 100
BUTTER
FLAVORED
CRACKERS Vertical 8.08% 7.76% 8.38%
Index 100 96 104
CHEESE
FLAVORED
CRACKERS Vertical 10.68% 10.43% 10.92%
Index 100 98 102
OTHER FLAV
SNCK
CRACKRS(ONIO
N, BBQ, ETC) Vertical 6.68% 6.49% 6.87%
Index 100 97 103
GRAHAM Vertical 16.35% 15.05% 17.57%
Index 100 92 107
MELBA TOAST Vertical 3.25% 3.02% 3.46%
Index 100 93 107
OAT Vertical 1.45% 1.42% 1.48%
Index 100 98 102
RYE Vertical 2.70% 2.44% 2.94%
Index 100 90 109
SALTINES Vertical 13.73% 13.80% 13.66%
Index 100 100 100
WHEAT Vertical 12.12% 11.53% 12.67%
Index 100 95 105

Target Audience Characteristics
Household Size
Our target audience is most likely to live in a household with four people in it. According to Simmons,
27% of our target audience live in a four person household with an index of 157. Simmons also
revealed that after four person households, our target audience is most likely to be living in either a
three or five person household. Three person households had a percentage of 20% with an index of
113, and five person households came in at 15% and an index of 181, the highest index of all. The
target audience is least likely to be living in a two person household, as shown by the numbers of 22%
and an index of 62.
Children in household
According to Simmons, most respondents said they had no children, at 34%. However, such a low
index of 54 indicates that our target audience is much more likely to in fact have children. Percentages
of respondents that said they had one, two or three children came it at 20%, 27% and 13%, respectively.
While these percentages are less than that for no children, their indexes come to 136, 201 and 210,
respectively. Therefore, our target audience is most likely to have two children.
WHITE
AND(AGE:
25 - 34 OR
AGE: 35 - 44)
Vertical 100%
Index 100
ONE Vertical 13.24% 6.93%
Index 100 52
TWO Vertical 35.46% 21.96%
Index 100 62
THREE Vertical 17.79% 20.02%
Index 100 113
FOUR Vertical 17.03% 26.68%
Index 100 157
FIVE Vertical 8.49% 15.36%
Index 100 181

Further research revealed that these children are likely to be very young. 10% of respondents reported
having a one year old child, with an index of 229. Three years old was the next highest reported age at
9% and an index of 233.
Employment
Within our target market, 71% of people surveyed by Simmons said they are employed. Breaking
this down, 56% are employed full time and 16% are employed part time. The index for part time
employment is higher than full time employment at 138, compared to 111. Also important to note,
17% reported being homemakers with an index of 275.
WHITE
AND(AGE:
25 - 34 OR
AGE: 35 - 44)
Vertical 100%
Index 100
NONE Vertical 62.10% 33.67%
Index 100 54
ONE Vertical 14.54% 19.84%
Index 100 136
TWO Vertical 13.45% 26.98%
Index 100 201
THREE Vertical 6.02% 12.60%
Index 100 210
WHITE
AND(AGE: 25 -
34 OR AGE: 35 -
44)
Vertical 100%
Index 100
EMPLOYED FULL
OR PART TIME Vertical 61.52% 71.38%
Index 100 116
EMPLOYED FULL
TIME (30+ HOURS) Vertical 50.20% 55.73%
Index 100 111
NOT EMPLOYED Vertical 38.48% 28.63%
Index 100 74
HOMEMAKER Vertical 6.34% 17.41%
Index 100 275
EMPLOYED PART
TIME (<30 HOURS) Vertical 11.32% 15.65%
Index 100 138

Preferred Crackers
Original Wheat Thins are the most popular cracker amongst our target audience, at 10% of
respondents and an index of 151. Next are Ritz at 9% and an index of 139. Keebler Town House
follows at 9%, with a slightly higher index of 148. Keebler Club is roughly similar at 9% and an index
of 140. Nabisco Honey Maid Grahams have an expected decrease at 8% and an index of 130. Nabisco
Triscuits fall barely behind at 8% and an index of 128. Pepperidge Farms Goldfish, while at 8%, have a
higher index at 141. Sunshine Cheez-Its fall into the bottom end at 6% with an index of 137.
WHITE
AND(AGE: 25 -
34 OR AGE: 35 -
44)
Vertical 100%
Index 100
NABISCO WHEAT
THINS (ORIGINAL) Vertical 6.85% 10.32%
Index 100 151
NABISCO RITZ
(ORIGINAL) Vertical 6.68% 9.28%
Index 100 139
KEEBLER TOWN
HOUSE (ORIGINAL) Vertical 5.86% 8.69%
Index 100 148
KEEBLER CLUB Vertical 6.16% 8.64%
Index 100 140
NABISCO HONEY MAID
GRAHAMS Vertical 6.43% 8.34%
Index 100 130
NABISCO TRISCUITS Vertical 6.12% 7.83%
Index 100 128
PEPPERIDGE FARM
GOLDFISH Vertical 5.53% 7.82%
Index 100 141
SUNSHINE CHEEZ-IT Vertical 4.37% 5.99%
Index 100 137

Individual Income
Among respondents in our target audience, 40% stated their annual income was over $30,000. The
highest specific bracket for our target audience was $25,000 to $49,999 at 27% of respondents. This
income bracket also had a higher index than the over $30,000 category, coming in at 132 compared to
111.
As stated before, blacks scored very closely to whites in terms of cracker consumption, with
a difference of only 2%. Blacks could have been a potential target audience, but when cracker
consumption is broken down by types, whites are significantly more likely to eat flavored crackers.
Again, they had a very small difference in terms of percentages, however the index numbers revealed
that whites are by far the heaviest consumers.
Another possible target could have been people over the age of 55 as they reported the highest rates of
cracker consumption. However, when we looked into the types of crackers each age group preferred,
the data revealed that over 55s do not eat flavored crackers.
In regard to gender, men and women are very close in terms of both overall consumption as well
as consumption of flavored crackers. We chose to target women because they had slightly higher
percentages and index numbers than men.
WHITE
AND(AGE:
25 - 34 OR
AGE: 35 - 44)
Vertical 100%
Index 100
$30,000 OR MORE Vertical 36.52% 40.59%
Index 100 111
$25,000 - 49,999 Vertical 20.66% 27.26%
Index 100 132
Target audiences considered but not
recommended

8. Media!
Media objectives
The goal for media purchases is to increase awareness within our designated market audience and
drive consumers to buy Jingos! in stores. Jingos! will be promoted within a variety of different
media in order to successfully integrate itself into the Spokane market.
• Target white women between the ages of 25-44
• Allocate the media of television, radio, online, and out of home in order to maximize
impressions
• Use a cost efficiency plan to make purchase decisions based off of CPM and CPP
• Reach 300-400 weekly GRPs for the first two months of the campaign in order to make a
big impact on the market right away
35%
30%
25%
Television
Radio
Out of Home
Media Budget Allocation

Media Quintiles
Prime Time TV
In terms of prime time TV viewership, our target audience ranks as moderate consumers. Even though
17% fall into the highest quintile, 23% are in the second highest category with the highest index of 116.
The middle quintile accounts for 21%, and the fourth and fifth quintiles take 20% and 18%, respectively.
According to this data, our target audience are above average viewers of prime time TV. The largest
section of respondents are focused in the second and third quintiles, and while the highest quintile does
not have a very high percentage, there is a decline in the lower quintiles. These numbers indicate that
prime time TV consumption is at a higher rate.
The specific shows we have chosen to advertise on are Grey’s Anatomy, Big Bang Theory, TLC
Primetime and ABC Family Primetime. Grey’s Anatomy and Big Bang Theory were ranked first and
second for our target audience based on the data we acquired, while TLC was watched by 26% of
respondents in our target audience according to Simmons and ABC Family accounted for 23% of our
audience. Both had similar indexes of 143 and 141, respectively. Grey’s Anatomy and Big Bang Theory
both have a CPM of $74.93, even with shows with lower impressions like The Voice and Survivor. TLC
has the lowest CPM at $68.30. ABC Family, with the largest amount of impressions, has the highest
CPM at $92.29.
Drive Time Radio
Drive time radio is fairly popular within our target audience. The first and second quintiles both come
in at 21%, and the middle quintile accounts for 27%. The fourth and fifth percentiles only comprise 15%
each, with much lower indexes at 77 and 76. The indexes for the top three are 105, 106 and 135.
Even though the middle quintile is the largest, drive time radio consumption is higher among our
target audience than average.
WHITE
AND(AGE: 25 - 34
OR AGE: 35 - 44)
Vertical 100%
Index 100
QUINTILE 1 Vertical 19.98% 17.53%
Index 100 88
Index 100 116
Index 100 104
Index 100 102
Index 100 91

We selected KBBD and KISC for our radio advertising. On KBBD we selected the 10:00 am to 3:00 pm
and 3:00 am to 7:00 pm dayparts. Those provided us with CPMs of $2.89 and $3.44, respectively. On
KISC we selected the 6:00 am to 10:00 am and 10:00 am to 3:00 pm dayparts. Those CPMs came to
$3.24 and $2.70. We considered KXLY for the same dayparts as KISC, but KXLY’s CPMs were higher at
$3.41 and $3.57.
Out of Home
Overall, our target audience are usual consumers of outdoor advertising. The highest quintile for
outdoor advertising accounts for 24% of respondents with the highest index of 121. The second
quintile contains 20% of respondents, while the third and middle quintile has 21%. The fourth and fifth
quintiles account for 19% and 16%, respectively, and both have indexes less than 100.
Through Lamar Outdoor, we selected six billboards in the Spokane area for a flight of 4 weeks.
Stationed along major roadways, the #25 run offered by Lamar gives us an estimated 14760 impressions,
which for the cost of $6000 dollars results in an efficient $2.46 CPM. While we considered purchasing a
larger number of billboards, prices began to exceed $10,000, which would have ultimately consumed far
too large a percentage of our budget to be advisable.
WHITE
AND(AGE: 25 - 34
OR AGE: 35 - 44)
Vertical 100%
Index 100
Index 100 105
Index 100 106
Index 100 135
Index 100 77
Index 100 76
WHITE
AND(AGE: 25 - 34
OR AGE: 35 - 44)
Vertical 100%
Index 100
Index 100 121
Index 100 99
Index 100 106
Index 100 96
Index 100 79

Cost Efficiency Analysis
Time/Program Circulation/Impressions Cost CPM
Network Television
KXLY Grey's Anatomy 20000 $1,499 $74.93
KREM Big Bang eory 19000 $1,424 $74.93
KHQ e Voice 18000 $1,349 $74.93
KXLY Modern Family 18000 $1,349 $74.93
KREM Survivor 17000 $1,274 $74.93
Cable Television
Comcast TLC Primetime 205000 $3,000 $68.30
Comcast ABC FAM Primetime 285000 $3,500 $92.29
Radio
KBBD 10a-3p 19 AQH $55 $2.89
3a-7p 16 AQH $55 $3.44
KISC 6a-10a 17 AQH $55 $3.24
10a-3p 24 AQH $55 $2.70
KXLY 6a-10a 14 AQH $50 $3.57
6a-10a 22 AQH $75 $3.41
OOH
Billboard 1 panel/4 wk 2460 $1,000 $2.46
Billboard 6 panels/4 wk 14760 $6,000 $2.46
Transit King 21 units/1 month 922800 $6,825 $7.40
Transit King 21 units/3 months 2768400 $19,530 $7.05
Transit Queen 21 units/1 month 922800 $5,250 $5.69
Transit Queen 21 units/3 months 2768400 $15,120 $5.46
NWSP
Spokesman-Review Monday 24514 $1,997.70 $81.49
Spokesman-Review Tuesday 24514 $1,951.20 $79.60
Spokesman-Review Wednesday 24514 $3,085.80 $125.87
Spokesman-Review ursday 24514 $2,454.00 $100.11
Spokesman-Review Friday 24514 $2,460.30 $100.36
Spokesman-Review Saturday 24514 $2,942.40 $120.02
Spokesman-Review Sunday 24514 $3,254.70 $132.77

Media Flowchart
1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30
Television
KXLY (Grey's Anatomy)
Cost $(000) 1.50 1.50 1.50 1.50
GRP 74.00 74.00 74.00 74.00
KREM (Big Bang eory)
Cost $(000)
GRP
FAM Primetime
Cost $(000) 0.88 0.88 0.88 0.88
GRP 29.75 29.75 29.75 29.75
Radio
KBBD-FM
Cost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13
GRP 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85
KISC-FM
Cost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13
GRP 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38
Out of Home
Permanent Billboards
Cost $(000) 1.50 1.50 1.50 1.50
GRP 54.00 54.00 54.00 54.00
Bus Panels
Cost $(000) 1.31 1.31 1.31 1.31
GRP 107.86 107.86 107.86 107.86
Monthly
Total
Cost $(000) $3.38 $3.38 $3.38 $3.38 $1.69 $1.69 $1.69 $1.69 $0.38 $0.38 $0.38 $0.38 $0.38 $0.88 $0.88 $0.88 $0.88 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25
GRP 276.85 276.85 276.85 276.85 256.71 256.71 256.71 256.71 148.85 148.85 148.85 148.85 148.85 29.75 29.75 29.75 29.75 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23
January February March April
1/wk for 4 weeks
May June
5 ads per day 6x over 3 months 10am - 3pm
5 ads per day 9x over 3 months 10am - 3pm 5 ads per day 6x over 3 months
1/month
5 ads per day 9x over 3 months 10am - 3pm
21 Queen Ads
6 billboards

1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31
$6.00
296.00
0.71 0.71 0.71 0.71 0.71 0.71 $4.27
35.00 35.00 35.00 35.00 35.00 35.00 210.00
$3.50
119.00
0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.77
43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 1995.11
0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.77
55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 2519.92
$6.00
216.00
$5.25
431.44
$0.25 $0.25 $0.25 ##### $0.71 $0.71 $0.71 $0.71 $0.71 $0.97 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.00 $0.00 $0.00 $0.00 $0.00 $36.56
99.23 99.23 99.23 99.23 35.00 35.00 35.00 35.00 35.00 134.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 0.00 0.00 0.00 0.00 0.00 5787.47
Yearly
TotalJuly August September
1/2 wks for 6 weeks
October November December
5 ads per day 6x over 3 months
5 ads per day 6x over 3 months

9. sales Promotions!
Promotional objectives
Get 155,000+ people to try Jingos in store
Sell 6,800+ boxes of Jingos via coupon redemption
6,200+ boxes via in-store coupons
65+ boxes via coupons from Spokane Women’s Show
500+ boxes via coupons from Bloomsday Trade Show
Promotional techniques
Consumers cite that some of most effective means of convincing them to engage in initial trial of a new
product are requests from a family member (spouse/sibling/child wanted to try) (45%) point-of-sale
sampling (44%), coupons or discounts (43%), and recommendations from a friend (32%).
As for our demographic in particular, we believe these strategies will be effective as 48% of females say
an in-store sample would definitely convince them to try a new product and 48% of females say that a
coupon would definitely convince them to try a new product. Additionally, under 45s are more likely
to say that recommendations from family and friends would definitely convince them to try a new kind
of cracker.
Based on this data, we believe that the most effective and efficient sales promotion techniques will mix
sampling, couponing, and socially based recommendations. As such we have allocated 59.12% of the
promotional budget towards sampling, 38.35% towards couponing, and the remaining 2.53% towards
driving traffic to Jingos’ social media presence.
You may notice that our proposed sampling budget is slightly disproportionate to its effectiveness in
driving consumers to buy new products. Due to the difficulty of producing requests to family members
or recommendations from friends, we suggest that getting people to try Jingos may be the inspiration
needed for them to request them from family and/or recommend them to a friend. Again, this is key
because word-of-mouth referral is an important means of increasing awareness that proves most
effective among consumers under the age of 45. 1

Promotional weight
Our media plan and promotional tactics will work in tandem to produce overall campaign
effectiveness. At the beginning of the campaign, we suggest offsetting the in-store sampling events
1-2 weeks after bouts of high-frequency advertising across multiple mediums, giving the prospect a
chance to experience the spots and thus be somewhat familiar with Jingos and our campaign. Due to
the prospect’s heavy and recent exposure to spots, we believe that their familiarity with the product will
make them more likely to try and buy the product.
Phase 1: In-store Sampling and Couponing
Driving consumers to engage in product trial is key to the initial phase of sales promotion. Through
sampling and distributing in-store coupons promotion events, we can get the prospect to experience
the bold, savory flavor of Jingos. Along with sampling the product, we will encourage prospects to take
a $1 off coupon, enticing them to buy the product before they leave the store that day. This produces an
added benefit, allowing the prospect to not only realize that Jingo’s taste very good, but that they can
get a box for less cost than competing products.
These initial techniques will directly address barrier to entry, a key problem to solve during a test
market campaign. Specifically, this will help accomplish our objective of getting 155,000+ people to
try Jingos and yield 6000 boxes towards our objective of selling 6800 boxes via coupon redemption.
Furthermore, by combining sampling and coupon, we can take the prospect out of the market for
competing products, and thus snare sales and market share.
Phase 2: Event Based Couponing
After the initial push of sampling and couponing, our promotional activities will be gauged towards
being at the places women in Spokane go, such as the Spokane Women’s Show (estimated 6900
attendees, 85% women 25-44) and the Bloomsday Run (we estimate upwards of 100,000 attendees,
18,000+ of which will be females from Spokane registered for the race). Though not explicitly
mentioned in our traditional advertising, both of these events are at a time when our second TV
advertising push is running or just complete. Additionally, Bloomsday is right after our radio media
buys ramp back up. This reminder from TV and/or radio advertising will produce renewed familiarity
with the product and thus make prospects more like to take and redeem coupons.

Spokane Women’s Show
The first event we suggest promoting Jingos at is the Spokane Women’s Show (April 19-21, 2013).
Though the amount of attendees (6,900 estimated) is not extravagant as an event like Bloomsday, we
estimate that the target audience will make up majority of attendees (estimated 5,865 females aged 25-
44).
Due to the high percentage of female attendees we anticipate this promotional event being one of
the most cost effective parts of the sales promotion plan. At this event we suggest distributing $1 off
coupons that will entice the prospect to buy Jingos rather than a competing product, yielding around
70 of the projected 6800 boxes purchased via coupon redemption.
An added benefit of this particular event is the nearby Susan G. Komen Race for the Cure, which
occurs the Sunday of the Women’s Show (April 21, 2013). The Race for the Cure is located less than
15 minutes walking distance from the Spokane Women’s Show, race participants get free admission
to the Women’s Show, and the Race for the Cure is advertised on the Spokane Women’s Show website.
This linkage and proximity will be beneficial because without counting volunteers and attendees, we
estimate that there will be nearly 6,000 female participants in the Race for the Cure event.
Bloomsday Trade Show Booth
In addition to the Spokane Women’s Show, we suggest investing in a Bloomsday Trade Show booth to
engage in more couponing. This strategy will re-engage our audience by getting them to reconsider
eating Jingos or reinforce their snack choice if they are already buying and eating Jingos.
Like the Women’s Expo, this event is a perennial hot-spot for women in Spokane. From 2009 to 2012,
59.85% of all registrants were female. Furthermore, out of the 100,000+ expected attendees we estimate
that 18,825 will be females from Spokane that have registered for the race (roughly 17.4% of attendees).
Again, we suggest distributing $1 off coupons that will entice prospects to buy Jingos rather than
competing products. Though the percentage of female attendees is lower than the Spokane Women’s
Show, we believe that the sheer number of estimated prospects coupled with a low cost to sponsor will
make this event very cost efficient and effective. We estimate that this event will help accomplish our
objectives by helping to sell over 500 of the 6800 boxes purchased via coupon redemption.
Phase 3.0: Social Media
Throughout the year, we plan to use social media venues like Facebook and Twitter to promote
Jingos, our promotional events (e.g. In-store sampling, Bloomsday), and generate incentive to try and
buy Jingos. These venues will help to supplement our campaign by linking spots, promotions, and
promotional events to posts. We believe that a social media presence will help increase awareness about
the product and our sampling promotions, but equally important will produce recommendations from
friends and requests from family members.

Additionally, we suggest driving traffic to social media presence via Pandora, due to its highest
percentage of listeners (51%) being between the ages of 25-44. Additionally, Pandora will allow
for specific targeting based on age, gender, music genre, DMA, county and even city. We suggest
displaying a banner ad on the Pandora site with payment on a cost-per-click basis for the first year
of the campaign or until the funds allocated are depleted. This will be effective in reaching the target
audience then driving them to a place where family, friends, and like-minded people recommend
Jingos.
In summary, social media and Pandora will help to drive people to sampling events and to get coupons
at promotional events, thus helping accomplish both our trial and coupon redemption objectives.
Promotional Budget Consideration
Sampling
FIXED COSTS
Fixed cost per store per day = $150
Total Fixed Cost = $150 x 8 stores x 10 days = $12,000
SAMPLE SIZE & AMOUNT
23 crackers (serving size) = 30 g
1 cracker = 1.304 g
2 crackers (sample size) = 2.608 g
7.5 oz in box = 212.62 g in box
2.608 g (sample size) / 212.62 g (all crackers) = 81.52 samples per box
81 samples per box x 12 boxes per case = 972 samples per case
972 samples per case x 2 cases x 8 stores x 10 days = 155,520 samples
FOOD COST
Sampling Rate = 4 boxes per hour
Sampling Duration = 6 hours
(4 boxes x 6 hours) / 12 boxes per case = 2 cases per day
($22.92 case) x 2 cases = $45.84 per store per day
Total Food Cost = $45.84 x 8 stores x 10 days = $3667.20
Total Fixed Cost = $12,000
Total Food Cost = $3667.20
TOTAL SAMPLING COST = $15667.20
CPM = ($15667.20 / 155.520) = $100.74

In-Store Coupons
REDEMPTION COST
155,520 samples distributed, 20% will take coupon = 31,104 coupons
Estimated 20% of people with coupons will redeem offer = 6220.8 coupons
Total Redemption Cost = 6221 coupons x $1.12 redemption cost per coupon = $6967.52
PRINTING COST
Total Printing Cost = 31,104 coupons x $0.03 printing cost per coupon = $933.12
Total Printing Cost = $933.12
Total Redemption Cost = $6967.52
TOTAL IN-STORE COUPON COSTS = $7900.64
CPM = ($7900.64 / 31.104) = $254.01
Spokane Women’s Expo
SPONSOR FEES
Booth Fee = $450
Exhibitor Page Web Presence = $50
Total Sponsor Fees = $500
COUPON COSTS
6900 estimated attendees; 85% 25-44
y/o white females (5,865)
Estimated 20% of attendees take
coupon = 1380 coupons
1380 coupons x $0.03 coupons = $41.50
Estimated 5% of coupon holders
redeem = 69 coupons
69 redeemed coupons x $1.12 redemption
cost per coupon = $77.28
Coupon Cost Total =
$20.70 + $77.28 = $97.98
Sponsor Fees Total = $500
Coupon Costs Total = $82.80
TOTAL COST = $582.80
CPM = ($582.80 / 5.865) = $99.37

Bloomsday Trade Show
SPONSOR FEES
Trade Show Booth Fee = $750
Sponsor Fees Total = $750
COUPON COSTS
54074 registered runners per year (last 4); 18,825 females from Spokane
Estimated 108148 attendees
Estimated 10% of runners and attendees take a coupon = 10814.8 coupons
10,815 coupons x $0.03 printing cost per coupon = $324.45
Estimated 5% of coupon holders redeem = 540.75 redeemed
541 redeemed coupons x $1.12 redemption cost per coupon = $605.92
Total Coupon Costs= $324.45 + $605.92 = $930.37
Sponsor Fees = $750
Coupon Cost = $930.37
CPM = ($2180.37 / 18.825) = $115.82
Promotional Totals
In-Store Sampling = $15667.20
In-Store Coupons = $7900.64
Spokane Women’s Show = $582.80
Bloomsday Trade Show = $1680.37
Pandora/Social Media = $1,120.98
TOTAL = $26,501.99

Promotions Considered but Not Recommended
We considered suggesting on-pack coupons on Jingos and/or popular Pepperidge Farms products,
but we believe that it would be counter productive. Placing on-pack coupons on Jingos could nega-
tively affect the brand image, by making the product seem cheap. Additionally, though the Pepperidge
Farms brand name is held in high esteem by the target audience, we do not want to cannibalize sales
of current Pepperidge Farms product like Flavor Blasted Goldfish.
In-pack
As the year continues and media buys will start to taper, we suggest that couponing strategy changes
along with it. Rather than just distributing standalone coupons, we believe that placing in-pack cou-
pons will provide an incentive to buy Jingos without producing a perception of cheapness. We believe
that placing $0.50 in-pack coupons will effectively drive continuous sales of Jingos considering that
in-pack coupons are redeemed at a rate 6-10x higher than newspaper coupons.
We specifically suggest boxes with in-pack coupons be distributed near the end of media schedules
and close at when a new bout of advertising begins (e.g. the end of March until the beginning of
May). This approach
Susan G. Komen Race for the Cure=
SPONSOR FEES
Team Sponsor = $5000
Pink Light Special = $1000
FOOD SAMPLING
10000+ attendees expected
Estimated 30% of attendees try sample = 3000 samples needed
3000 samples / 81.52 samples per box = 36.8 boxes needed
36.8 boxes needed / 12 boxes per case = 3.06 cases
Total Sampling Cost = 4 cases x $22.92 per case = $91.68
COUPONING
Estimated 3000 people try Jingos and take coupon
3000 coupons x $0.03 printing cost per coupon = $90.00
Estimated 5% redeem coupon = 150 coupons
150 $1 off coupons x $0.90 per coupon redeemed= $135
Total Coupon Costs = $90.00 + $135 = $225
Total Sampling Costs = $91.68
Total Coupon Costs = $225
CPM = (6316.68 / 5.8) = $1089.08

Hoopfest
1 year court sponsorship = $700
Paper advertisement inserted into team packets (7,000 provided by sponsor) = $500
Sponsor Fees Total = $700 + $500 = $1200
7000 coupons x $0.03 per coupon printing cost = $210
Estimated 10.3% redemption rate from 7000 coupons = 721 coupons redeemed
721 redeemed coupons x $1.12 redemption cost per coupon = $807.52
Coupon Cost Total = $210 + $807.52 = 1017.52
Sponsor Fees = $1200.00
Coupon Costs = $1017.52
TOTAL = $2217.52
After the Bloomsday and Hoopfest events are complete we suggest transitioning to a trade-based
couponing strategy specifically through Safeway stores as they control over 20% of the Spokane DMA
market share of grocery stores.
Facebook Ads
Rather than placing static spots on the right hand column of consumer’s Facebook experience, we
suggest breaking through the clutter with Related Posts that show friend activity alongside the brand
along with an coupon or offer. This social aspect is very important considering that 32% of consumers
indicate that would definitely try a cracker based on a recommendation from a friend (Mintel)
FSI
Spokane, WA 184
→ CPM of $12.70 extra, $ .60 CPM for inside back cover.
2447.2 per distribution
1 after Bloomsday
1 after Hoopfest
1 at beginning of campaign first Sunday after super bowl

Promotional Flowchart
40915 41135 15-21 22-28 29-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30
Interactive
Media
Facebook
Cost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Twitter
Cost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Pandora
Cost $(000) 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01
Promotions &
Special Events
Coupons
Cost $(000) 2.63 2.63 2.63
CPM 254.01 254.01 115.82
In Store Samples
Cost $(000) 7.83 7.83
CPM 100.74 100.74
Bloomsday
Cost $(000) 1.68
CPM 115.82
Women's Show
Cost $(000) 0.58
CPM 99.37Monthly
Total
Cost $(000) 0.01 0.01 10.48 10.48 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.59 0.01 4.33 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01
CPM 0.00 0.00 354.75 354.75 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 99.37 0.00 231.64 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
January February March April
Pandora Display Ads (Max $1211)
May June
Facebook Page

40915 41135 15-21 22-28 29-4 41040 41261 19-25 26-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-3 41009 41230 18-24 25-1 40915 41135 15-21 22-28 29-31
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.67
7.90
623.84
15.67
201.48
1.68
115.82
0.58
99.37
0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 26.497
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1040.510
Yearly
TotalJuly August September October November December

10. Creative!
Majority of the snack market consists of crackers and chips. There pros and cons to each. For example,
chips have substantially more flavor compared to chips, however, crackers produce less mess. Jingos!
are a twice-seasoned snack cracker with strong flavors, therefore they offer the prominent flavors of
chip style snacks with the convenience of crackers. In essence, they offer the best of both worlds all on
their own.
Jingos! still needs a USP to differentiate itself from crackers and chip snacks. We have chosen the fact
that Jingos! are seasoned twice. Not only does this give Jingos! their signature flavor, it represents the
effort put into Jingos! Jingos! are not a “half-baked” snack. The overall creative concept that will be
used in all of our ads will be represented with the slogan, “because nothing great is ever done just
once.” We will also showcase the fact that Jingos! are not bland, they do not leave grease stains and they
do not leave brightly colored flavor residue everywhere.
In order for our campaign to effectively promote our USP, we must follow several creative objectives.
First, we must relate to our audience. If we do not, we risk letting our advertising pass by our audience
with no effect. Next, we must emphasize the negative attributes of competing snacks. Finally, we must
explain how Jingos! is a superior choice, offering all the advantages of other snacks with none of the
drawbacks.
Our television ads will appeal to our target demographic because the situations in the commercials will
be scenarios that hit close to home. We will focus on women and their family life as a way to resonate
with 25-44 year old women who also have two or more children. Dramatizing scenarios that they
are familiar with, such as living with a husband or looking after children, and adding humor to the
situations will entertain the viewers and keep them interested. These ads will also highlight the fact that
Jingos! have all the bold flavor of chips, but without the crumbs and greasy mess. This will especially
appeal to the target audience, as women typically do most of the household cleaning.
Our radio spot also uses humor to capture attention. The radio spot will begin by referring to Romeo
and Juliet, a piece of literature that our target audience will be familiar with, and posing the question
of how it would have turned out if Shakespeare had never edited his first draft. The spot will feature
famous quotes from Romeo and Juliet, but the original wording will be changed and substituted with
slang. It will then be explained that all great masterpieces were not produced on the first try, and that
because of this Jingos! are seasoned twice. This will further promote the USP of Jingos! and provide
brand salience by using the same selling points that are highlighted in the TV ads.

Television
Video Diagram Audio
1. OPEN ON SHOT OF
COUPLE ON A FIRST DATE.
COUPLE IS LAUGHING AND
SMILING
2. CUT TO COUPLE EXIT-
ING CHURCH AFTER THEIR
WEDDING. PEOPLE ARE
THROWING RICE ON THEM,
THEY ARE HAPPY
3. CUT TO CU OF WOMAN,
SHE HAS GLAZED OVER EYES,
HEAVY EYELIDS, FROWNING.
MOTHER IN LAW IS IN BACK-
GROUND
4. SAME CU OF WOMAN
WITH SAME EXPRESSION. SHE
IS LAYING IN BED, HUSBAND
ROLLS AND HITS HER IN THE
FACE IN HIS SLEEP
5. SAME CU OF WOMAN
WITH SAME EXPRESSION
LOOKING AT HUSBAND IN THE
LIVING ROOM
6. CUT TO MAN SIT-
TING ON COUCH EATING
CHIPS, WIPES RESIDUE ON
THE COUCH AND HIS WHITE
SHIRT
NARRARATOR: “Cindy only
went on one date before she
married her husband, Bob.”
NARRARATOR: “Unfortunately,
one date didn’t tell her about her
mother in law…”
(SFX: INDISTINGUISHABLE
RANTING)
NARRARATOR: “…Bob’s sleep
apnea…”
(SFX: LOUD SNORING)
NARRATOR: “…or his snacking
habits.”
BOB: “Hey get me some more
snacks, woman!” (MOUTH
FULL, YELLING)

7. CUT TO WOMAN WITH
SAME EXPRESSION WALKING
DOWN GROCERY STORE AISLE
8. CUT TO SHELVES.
PAN DOWN, SHOWING CHIP
BAGS WITH NAMES “GREASY”
“MESSY” ETC
9. CUT TO CU OF
JINGOS!
10. CUT TO WOMAN PICK-
ING UP BOX OF JINGOS
11. CUT TO MAN SITTING
ON COUCH YELLING AND
WAVING REMOTE AT TV. AC-
CEPTS BOWL OF JINGOS FROM
WOMAN. MAN SHOVES HAND-
FUL INTO HIS MOUTH AND
CHEWS. SLOWLY HE SMILES
AND LOOKS UP AT WOMAN.
HE WIPES HIS HANDS ON HIS
SHIRT BUT DOESN’T LEAVE A
STREAK
12. CUT TO CU OF WOM-
AN. HER LIPS TWITCH INTO A
SMALL SMILE. SHE TURNS AND
LEAVES ROOM.
13. CUT TO CU OF JINGOS
BOX
NARRARATOR: “Lucky for
Cindy, there’s Jingos snack
crackers. Jingos took the time to
season their crackers twice…”
(SFX: INDISTINGUISHABLE
YELLING, FOOTBALL GAME
COMING FROM TV)
NARRARATOR: “…for all the
bold flavor, without the bold
mess.”
NARRARATOR: “Jingos, be-
cause nothing great is done just
once.”

“Crazy Kids” :30 seconds TV
Video
1. OPEN ON SPLIT SCREEN MLS OF TWO
LIVING ROOMS, WITH A WOMAN ON THE
COUCH OF EACH ONE, READING, WITH A
BOX OF JINGOS ON THE COFFEE TABLE OF
RIGHT FRAME
LITTLE BOY WALKS THROUGH BACK-
GROUND OF EACH SCENE, EACH CARRY-
ING A BUCKET OF PAINT
2. CUT TO SAME SHOT, WOMAN ON LEFT
STILL READING AND WOMAN ON RIGHT
LOOKING BACK CURIOUSLY AND GETTING
UP
STILL READING WHILE LITTLE GIRL PULLS
DOG AND CAT IN WAGON WITH BOXES
THROUGH THE HALLWAY, WOMAN ON
RIGHT LOOKING OUT DOOR, CONFUSED,
THEN STOPPING LITTLE GIRL PULLING
SAME WAGON
STILL READING WHILE LITTLE BOY AND
GIRL CARRY OVERSIZED BOXES WITH
A SHOVEL, TOILET PLUNGER AND HAIR
DRYER POKING OUT THE TOP, WOMAN
ON RIGHT SHOUTING OUT DOOR, THEN
STANDING ARMS AKIMBO WHILE KIDS
BRING STUFF BACK INSIDE, WOMAN ON
LEFT LOOKS UP SUDDENLY, GETS UP AND
WALKS OUTSIDE
Audio
NARRATOR: “With kids, double-checking is a
necessity.”
“You have to keep tabs on them. Always.”
“You’ve got to make sure everything is under con-
trol.”
“We know exactly what you’re doing. You make
sure everything stays under control, and so do we.”
While you’re averting disaster, we’re making sure
Jingos are perfect for snacking, unlike other crack-
ers.”

5. CUT TO MCU OF WOMAN ON LEFT
STANDING IN DOORWAY LOOKING
SHOCKED, WOMAN ON RIGHT SITS BACK
DOWN ON THE COUCH AND REACHES
INTO JINGOS BOX
6. CUT TO MLS ON LEFT OF CRASHED SOAP-
BOX DERBY CAR IN BUSHES, DOG WEAR-
ING MOM’S MAKEUP AND DRESS, CAT
PAINTED LIKE CHEETAH AND LITTLE GIRL
TRYING TO PULL TOO SMALL BUCKET OFF
OF LITTLE BOY’S HEAD, WHILE WOMAN ON
RIGHT EATS A JINGOS CONTENTEDLY
“We even seasoned Jingos twice to make sure their
flavor is bold …”
“… but not too bold.”

Radio
“Romeo and Juliet” :60 seconds
(BAROQUE MUSIC PLAYING IN BACKGROUND)
Announcer: “Romeo and Juliet, a classic tale of two star-crossed lovers that has proven itself a timeless
classic. But what if Shakespeare had decided to go with his first draft?”
Woman: “Oh Romeo, Romeo…uh, like, where you at?”
Man: “See how she leans her cheek upon her hand? Yeah I’d sure like to be that glove.”
Announcer: “Good thing the bard decided to give it some editing before publishing, giving us the
play we know and love today. Some things are just better the second time around, which is why
Jingos snack crackers are seasoned twice for flavor that is pure perfection. Give them a try for a truly
satisfying snacking experience.”
Woman: “Jingos! Cuz they’re like, good!”
Announcer: “Uh, let’s try that again.”
Woman: “Jingos! Because nothing great was ever done just once.”
“Louis” :30 seconds
(LOW MURMUR OF THEATRE AUDIENCE)
Announcer: Louis Armstrong, Frank Sinatra, Bob Dylan. All great musicians, and still popular, even
today. But what would have happened if Louis never practiced his trumpet?
(OFF KEY TRUMPET)
If Frank never rehearsed?
(OFF KEY OFF BEAT CROONING)
Or if Bob played guitar and harmonica on stage the first time?
(OUT OF TUNE GUITAR AND OFF KEY HARMONICA)
Not exactly classic. Luckily for us, everything is better after another try. That’s why Jingos are seasoned
twice for the perfect notes of flavor. Jingos, because nothing great is ever done just once.

Out of Home - Transit

Out of Home - Billboard

Pandora

Facebook
Twitter

11. Budget!
Sales Forecast = $171,624.96
x .60
Advertising Budget = $102,974.98
- 36,720 slotting fees
= $66,254.98
x .60
Media Budget = $39,752.99
Used Budget - $35,556
Unused = $4,196.99
Promotional Budget = $26,501.99
Used Budget - $26,501.01
Unused = $.98
Unused = $4,197.97
Total expenditures: = $62,057.01

12. Works Cited!
Experian Simmons. (2009) (NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 – DEC 09) -
POP)
“Trends in Cracker Consumption.” Qualtrics Online Survey Software. N.p., n.d. Web. <http://www.
qualtrics.com/>.
Mintel International Group Limited. (2011, March). Crackers. Retrieved from Mintel International
Group Limited Web site: http://academic.mintel.com
Mintel International Group Limited. (2011, April). Salty Snacks: Popcorn, cheese, corn and meat
snacks. Retrieved from Mintel International Group Limited Web site: http://academic.mintel.com
http://www.mediapost.com/publications/article/181876/wheat-thins-fans-check-in-from-roller-
coasters.html
http://www.facebook.com/triscuit
http://www.facebook.com/wheatthins
https://www.facebook.com/ritzcrackers
https://www.facebook.com/cheezit
http://www.nabiscoworld.com/ritz/
http://brands.nabisco.com/Triscuit/
http://brands.nabisco.com/WheatThins/
http://cheezit.com/
http://www.keebler.com/
http://www.spokanehoopfest.net/uploads/2013CourtSponsor.pdf
http://www.bloomsdayrun.org/ExhibitorTerms.htm
http://www.bloomsdayrun.org/ResultsHistory.htm?
http://www.bloomsdayrun.org/StatsGender.htm

13. Appendices!
Test Survey (with answers)
1) Open-ended: What is your favorite snack and why? Popcorn because its buttery and crunchy good-
ness.
2) Among the following snack categories, which are you most likely to eat? Please rank.
-Chips
-Crackers
-Candy
-Cookies
-Dairy (Yogurt, Cheese, etc.)
-Other, please specify
3) Do you find yourself snacking in between meals?
Yes or No
4) What factors come into play when choosing a snack?Ranking
-price
-nutrition
-brand loyalty
-Convenience
-Cravings
-flavors

5) What time of day do you usually snack, if at all?
a. Morning
b. Afternoon
c. Night
d. Never
6) Is there anything you usually do while snacking?
-On computer
-Reading/Homework
-TV/Movies
-Other, specify
-No
7) Do you usually snack alone or with others?
A. alone

B. others
8) Do you snack more on-the-go or at home?
A. On-the-go
B. At home
9)Among brand-name crackers, please rank in order of preference.
-Nabisco Wheat Thins
-Nabisco Triscuits
-Nabisco Ritz
TBA
10)Do you prefer to eat crackers with other foods or by themselves? with other foods like crackers or
bread
11)Do you prefer a flavored cracker or an original cracker? original
12) Which of these three flavors would you prefer to purchase?
Lime and Sweet Chili, Parmesan Garlic, Fiesta Cheddar, None of the Above
13) What is your age? 22
14) What is your marital status? singles
15)TBA

Survey

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