Table 1: $500,000 Media Budget for Frito Lay & Lay’s Potato Chips

By Bryce Harper, Miranda Steczak, Meagan Raiford, Aaron Hurlbut, and Sam Whitesell

Vehicles June July August Total $ in Total % in

2019 2019 2019 Vehicle Vehicle

Better Homes $54,515 $54,515 $109,030 21.83%

& Gardens ½ pg, B&W ½ pg, B&W
CPM $32.07 $32.07
Index 114 114

Cosmopolitan $80,414 $80,414 16.10%

½ pg, B&W
CPM $28.07
Index 130

Parents $130,000 $82,000 $212,000 42.45%

1 pg, 4-C ½ pg, 4-C
CPM $65.00 $41.00
Index 146 146

Glamour $98,000 $98,000 19.62%

½ pg, 4-C
CPM $36.30
Index 128

Martha $0 0%
Stewart Living
CPM
Index

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

TOTALS $184,515 $178,414 $136,515 $499,444 100%

Our Group chose to place a full page, four color ad in food and recipes (Parents, 114) during the

month of June, and a half page four color ad in August. We put the majority of our money in Parents
 Magazine because it had the highest index (146) and had the third largest circulation (2,000,000).

Together as a group we decided that the highest index was more important than the highest circulation,

because we believe the total number of people that purchase our product is more important than the total

number of people that see our advertisement. We put two half page black and white ads in recipes,

specifically placed near the quick and easy section (Better Homes & Gardens, 86) because our budget

allowed us to place one ad in June and another in August. We put a half page, four color ad in the

entertainment section (Glamour, 100) during the month of July. Glamour had the second highest

circulation (2,700,000) the third best index (128) along with a very reasonable CPM. We also decided to

place a half page black and white ad in the style section (Cosmopolitan, 89) during the month of July. We

thought the black and white ad would actually stand out in the colorful fashion magazine, rather than

blend in. Cosmopolitan also has the highest circulation of 2.9 million people so we decided to place an

add in that magazine for the most exposure. Our group decided to leave out Martha Stewart Living

Magazine because it was the lowest index and simply didn’t fit in our budget. Overall we spent a total of

499,444 dollars and we were within budget while placing 6 ads throughout the summer months. We

would use a pulsing strategy, because we want customers to buy our product all year long, with our flight

taking place in the summer months (p. 259).

Online Vehicle 728 x 90- CPM Cost/Impression Maximum # of Recommended # Total Cost
s Impressions of Impressions
ticketmaster.com $40.00 $0.040 735,000 216,000 $8,640.00

classmates.com $25.00 $0.025 504,000 504,000 $12,600.00

facebook.com $53.00 $0.053 621,000 210,000 $11,130.00

hotels.com $32.00 $0.032 807,000 500,000 $16,000.00

weather.com $65.00 $0.065 777,000 25,000 $1,625.00

Totals 1,455,000 $49,995.00

Since Classmates.com has the highest index (135) as well as the lowest cost per impression

($0.025), we decided to purchase the maximum amount of impressions on this website. This will lead to

more highly inclined potential buyers to come in contact with our ad. The least amount of money was

budgeted to Weather.com, as this website has the highest cost-per-impression ($0.065) as well as a low

index (110). We understand that less impressions on Weather.com does limit interaction with its large

base of principal shoppers (32,016,000), however, as we mentioned earlier, we are more concerned with

getting impressions from people more likely to purchase the Lay’s product. To make up for the lack of

impressions purchased on Weather.com, we will purchase 210,000 impressions on Facebook, which has a

similarly large user base of principal shoppers (31,330,000), as well as a lower cost-per-impression

($0.053). Statistics show that people spend less time on Weather.com than on Facebook.com, where the
average user spends 50 minutes a day (Stewart), and thus is more likely to take the time to visit an

external site accessed through an ad. Additionally, Facebook ads allow a level of targetability towards

potential customers that is unmatched by other websites. We decided to purchase 216,000 impressions on

Ticketmaster.com due to its high index (120). 500,000 impressions will be purchased on Hotels.com

because it has a relatively high index (120) and the second lowest cost per impression ($0.032). With this

plan we will receive 1,455,000 impressions and spend $49,995.

Sources
About Your Privacy on this Site. (2019). Retrieved from https://www.parents.com/recipes/

https://www.bhg.com. (2019). Retrieved from https://www.bhg.com/

Fashion and Style Trends 2019 - Celebrity Fashion Trends - Cosmopolitan. (2019). Retrieved from

jjjjjjjjjjjjjj https://www.cosmopolitan.com/style-beauty/fashion/

Reitman, C., Reda, N., Gutowitz, J., Rosa, C., Rosa, C., & Reda, N. et al. (2019). Entertainment &

jjjjjjjjjjjjj Celebrity News. Retrieved from https://www.glamour.com/entertainment

Stewart, James B. (21 Dec. 2017). “Facebook Has 50 Minutes of Your Time Each Day. It Wants More.”

jjjjjjjj The New York Times, Retrieved from jjjjjjjjjjjjjjwww.nytimes.com/2016/05/06/business/facebook-

bends-the-rules-of-audience-engagement-to-its-jjjjjjjjjjjjjjjadvantage.html