Cortney Carrillo Lauren Goodson Caroline Waddell

Budweiser Anheuser-Busch % market share. Since 1957, Anheuser-Busch has led the U.S beer industry in sales volume and market share Budweiser’s brand name ranks 27 th in global brands by value Budweiser led the beer market in 1998 with an 18.3% market share

Target Market 25 – 34 year old males Total size = 16,533,332

Goals Frequency = 2 GI = 33,000,000 GRP = 200 Effective Frequency = 3 Effective Reach = 6,712,532 Increase sales by 5%

Creative Strategy Continue emphasis on network television. Use actors whose ages correspond with target market. Physical attractiveness and diversity are important. Non-pretentious, familiar tone. Humor

Media Qualities Humor Sex Appeal Product-in-Use Quality Excitement Television Magazines Television Magazines Television

Media Rankings Qualitative Ranking MAU ScoreFinal Ranking 1. Television Point-of- Purchase Radio Magazines Outdoor Internet Newspapers807

Allocation Continuous allocation over time Planning period – June Geographic Allocation: South – West – 10% more important than South Northeast – 25% more important than South North Central – 14% less important than South

Vehicle Choices – TV Saturday Night Live The Late Show NBA playoffs Frasier, Friends, and the Drew Carey Show NYPD Blue The Man Show

TV Costs and Frequency ProgramFrequencyTotal Cost(000) Drew Carey82,960 Frasier62,796 Friends42,040 Late Show151,425 NYPD Blue51,100 NBA Finals207,600 SNL81,600 Man Show12900

Vehicle Choices- Magazines Playboy Sports Illustrated GQ Maxim Guns and Ammo

Magazine Costs and Frequency MagazineFrequencyTotal Cost GQ168,760 Maxim1135,000 Sports Illustrated 4812,000 Playboy1116,740 Guns and Ammo 136,345

Expected Results GRP:200 Avg. Frequency: 2 GI: 33,000,000 Eff. Reach: 6,712,532 AD Plus GRP: Avg. Frequency: 3 GI: 40,525,000.7 Eff. Reach: 6,712,532

Budget Analysis Media Plan Cost $17,622,845 Budget: $71,685,495 Why the discrepancy? You might ask.

Questions?