1. Ad Campaign
Purina Pet Gear Train Me
Brittany Keebler and Olivia Cavataio

2. Description of the
Slogan/Theme/ Product
• Slogan - Live. Love. Play
• Theme - Uses bright colors similar to those for kids
• Product - Training Oriented
• Puppy Pads
• Chew Deterrent
• Scoop Bags
• House Training Aid
• Potty Training Kit

3. Description of the Client
• Purina is under the Nestle Corporation
• Sponsor of the Incredible Dogs Competition
• Owns Purina Farms
• Located in St. Louis
• Recently introduced Pet Gear, formerly focused more
on pet food

4. Objectives of the Campaign
• Increased Product Awareness - through advertising
• Spread to Specialty Pet Stores - locally and chains like
PetSmart and PetCo
• Increase Product Sales - to 1 million by the year end

5. Identification of Target Markets
Primary
Geographics Psychographics
Demographics
Age: 25-32 Sunset Hills willing to treat pet as a kid
Income Level: $45,000 to willing to spend larger
Webster Groves
$60,000 amounts on pet care
wanting children in the
Marital Status: Married
Chesterfield future or wanting to start
Couple
with a pet as their “child”

6. Identification of Target Markets
Secondary
Geographics Psychographics
Demographics
Age: 65-75 Sunset Hills interested in staying active
Income Level: Retirement
Webster Groves family oriented
Funds
someone who had pets
Marital Status: Single/
Chesterfield growing up/ while their
Widowed
children grew up

7. Radio Advertisement

8. Internet Media and Print Advertisement

9. Specialty Advertisement and
iPhone App

10. Budget
Advertisement Description Unit Cost # of Units Total Cost
107.7 Class AA, 1min. 4 days a week $1,000 32 $32,000
98.1 Class AA, 1min. 4 days a week $1,000 32 $32,000
106.5 Class AA, 1min. 4 days a week $1,000 32 $32,000
Radio Advertisement Production Cost $100 1 $100
Dog Fancy 1 Pg. Ad Per Issue $26,460 12 $317,520
Modern Dog 1 Pg. Ad Per Issue $26,460 4 $105,840
Bark 1 pg. Ad Per Issue $26,460 6 $158,760
PetCo Aggressive Campaign $1,400 1 $1,400
PetSmart Aggressive Campaign $1,400 1 $1,400
Magazine Sites Aggressive Campaign $1,400 1 $1,400
Direct Mail Evite to “Dog Days” Event $13,000 1 $13,000
Direct Mail Obtaining 4 sets of 1,000 addresses $490 4 $1,960
Direct Mail Mailing Costs $0.44 4,000 $1,760
Specialty Media Custom Dog Clickers $1.60 8,000 $12,800
Dog Days Event Activities at Purina Farms $10,000 3 $30,000
TOTAL $741,940

11. Schedule of Advertising Planned
Advertising Jan Feb Mar Apr May Jun
Magazine Ad * * * *
Dog Days Event *
Radio Broadcasting * * *
on Local Stations
Internet Advertising * * * *

12. Schedule of Sales Promotions
Sales Promotion Jan Feb Mar Apr May Jun
Slotting Allowance * * *
Weekly * *
Advertisement
Customer Loyalty * * * * * *
Programs
Rebate Program * * * * * *
(DryStep Challenge)

13. Benefits to the Client
• Expansion to more Pet Stores/Retailers
• Increased Product Awareness
• Increase Revenue
• Customer Relationships