Table 1: $500,000 Media Budget for Lays Potato Chips

by Raegan Snell

Vehicles June July August Total $ in Total

% in
2019 2019 2019 Vehicle Vehicle

Parents $64,000 $64,000 $128,000 25.6%

½ pg. B&W ½ pg, B&W
CPM $32 $32
Index 146 146

Cosmopolitan $80,414 $108,164 $188,578 37.7%

½ pg, B&W ½ pg, 4-C
CPM $27.72 $37.29
Index 130 130

Glamour $85,000 $98,000 $183,000 36.6%

½ pg. B&W ½ pg, 4-C
CPM $31.48 $36.29
Index 172 172

------------ ------------ ------------ ------------ ------------ ---------

TOTALS $229,414 $162,000 $108,164 $499,578 100%

Place mostly half-page, black and white ads in parental (Parents, 146), pop-cultural
(Cosmopolitan, 130), and beauty and fashion (Glamour, 172) magazines to gain the maximum
exposure among the numerous and diverse target segments. Use a pulsing strategy because it is
suited to products sold fairly regularly year-round but have certain seasonal requirements (pg.
259). The ads will be strategically placed during June, July, and August because Lays is a
seasonal product that will be heavily purchased throughout these summer months. Place ads in
Parents magazine because this magazines targets parents with young children who are interested
in learning about behavior and development, but most importantly food and nutrition. This is a
vast opportunity to place ads about Lays Potato Chips so that parents have exposure to accessible
yet beneficial snack options for their children. Place ads in pop-cultural magazines such as
Cosmopolitan who targets women aged 18-34 (Gaille). Lays MRI data shows that the index for
age 18-24 is 114, and age 25-34 is 111. These index numbers are comparatively high, so we
understand that Lays will want to target this specific age group of consumers. Place ads in
Glamour because we know this segment has the capacity to reach an influential group. Lays will
have the potential to show the ads in a high fashion approach to gain maximum attention while
maintaining the brands message and image. The opportunities for each of these magazines are
extremely high and if utilized correctly it has the ability to have far reaching results.

Gaille, B. (2015, August 11). 25 Dramatic Cosmopolitan Magazine Demographics. Retrieved

April 5, 2019, from https://brandongaille.com/25-dramatic-cosmopolitan-magazine-
demographics/

Place 200,900 impressions at $8,036 on ticketmaster.com (120) because the target audience is
focused on people attending entertainment events. This website attracts a diverse audience,
giving Lays the opportunity to influence many different demographics. Lays will be advertised
on ticketmaster.com and their products will most likely sold at the events. Therefore, pre-
exposure is advantageous.

Ticketmaster.com Traffic Statistics. (2019, March). Retrieved from

https://www.similarweb.com/website/ticketmaster.com#referrals

Place 200,900 impressions at $5,022.50 on classmates.com (135) because the target audience
includes high school graduates. The MRI data for Lays shows that the index for high school
graduates is 106 which is relatively high, so we know that Lays will want to reach this target
audience. http://socialmediathroughtheyears.web.unc.edu/past/classmates/

Kiatthanapaiboon, Amy Classmates.com. (2019). Retrieved from

http://socialmediathroughtheyears.web.unc.edu/past/classmates/

Place 300,800 impressions at $15,942.40 on facebook.com (104) because they have a broad use
audience, but more specifically they have a large presence of parents that heavily utilize
facebook as a form of communication and media consumption. It is important for Lays to utilize
this platform’s reach because it will allow them to influence consumers who frequently purchase
groceries for their family.
Poland, A. (2016, September 29). What Is the Target Market for Facebook? Retrieved from
https://yourbusiness.azcentral.com/target-market-facebook-16289.html

Place 450,900 impressions at $14,428.80 on hotels.com (120) because this is a broad target
audience as well which offers many opportunities for Lays to reach travellers who are constantly
looking for convenient snacks.

Hotels.com Traffic Statistics. (n.d.). Retrieved from

https://www.similarweb.com/website/hotels.com#overview

Place 100,900 impressions at $6,558.50 on weather.com (110) because while the index is one of
the lowest, it still provides reach to a specific audience that other websites do not. A wide range
of people visit this website, therefore Lays is able to communicate with a variety of people which
will get their message across among more areas.

Weather.com (n.d.). Retrieved from

https://www.similarweb.com/website/weather.com#overview