Tobacco SocialNorms 2007 TV Radio Cinema

Social Norms CampaignTV/Radio/Cinema BuysJune 25th – July 29th 2007: 

Social Norms Campaign TV/Radio/Cinema Buys June 25th – July 29th 2007 Department of Health 6/21/2007

Media Objectives: 

Media Objectives To reduce and ultimately eliminate teen smoking by creating an environment of 100% compliance – every teen is carded every time To create empowerment within the community to take responsibility for keeping our youth tobacco free To create a public environment where store clerks know their adult customers expect them to card youth purchasing tobacco

Media Plan Parameters: 

Media Plan Parameters Target Audience Adults 25-54 Persons 12-24 Timing June 25th – August 5th, 2007 Geography Statewide

Flowchart: 

Flowchart

Media Strategy: 

Media Strategy Our media strategy is to touch our target audiences during their daily life by utilizing a combination of traditional media such as TV & Radio as well as non-traditional media such as cinema advertising.

Adults 25-54 TV/Radio Buys: 

Adults 25-54 TV/Radio Buys

Media Tactics – Adults 25-54: 

Media Tactics – Adults 25-54 Broadcast/Cable Television - Target a specific daypart such as Early News - Target specific cable networks such as Lifetime, ESPN, BET, FOX News, CNN Radio - Target specific dayparts - Run 70% of media weight in Drive Times and Mid-day

Philadelphia Broadcast TV: 

Philadelphia Broadcast TV

Pittsburgh Broadcast TV: 

Pittsburgh Broadcast TV

Harrisburg Broadcast TV : 

Harrisburg Broadcast TV

Wilkes-Barre/Scranton Broadcast TV : 

Wilkes-Barre/Scranton Broadcast TV

Johnstown-Altoona Broadcast TV : 

Johnstown-Altoona Broadcast TV

Erie Broadcast TV: 

Erie Broadcast TV

Philadelphia Cable TV: 

Philadelphia Cable TV

Pittsburgh Cable TV: 

Pittsburgh Cable TV

Harrisburg Cable TV: 

Harrisburg Cable TV

Harrisburg Cable TV: 

Harrisburg Cable TV

Harrisburg Cable TV: 

Harrisburg Cable TV

Wilkes-Barre/Scranton Cable TV: 

Wilkes-Barre/Scranton Cable TV

Johnstown-Altoona Cable TV: 

Johnstown-Altoona Cable TV

Erie Cable TV : 

Erie Cable TV

Philadelphia Radio : 

Philadelphia Radio

Philadelphia Radio Continued: 

Philadelphia Radio Continued

Allentown-Bethlehem Radio : 

Allentown-Bethlehem Radio

Reading Radio: 

Reading Radio

Reading Radio: 

Reading Radio

Reading Radio : 

Reading Radio

Pittsburgh Radio : 

Pittsburgh Radio

Harrisburg Radio: 

Harrisburg Radio

Harrisburg Radio : 

Harrisburg Radio

Lancaster Radio: 

Lancaster Radio

Lancaster Radio: 

Lancaster Radio

York Radio: 

York Radio

York Radio: 

York Radio

Wilkes-Barre/Scranton Radio: 

Wilkes-Barre/Scranton Radio

Williamsport Radio: 

Williamsport Radio

Johnstown Radio: 

Johnstown Radio

Altoona Radio: 

Altoona Radio

State College Radio: 

State College Radio

Erie Radio: 

Erie Radio

Hagerstown-Chambersburg Radio : 

Hagerstown-Chambersburg Radio

Meadville-Franklin Radio : 

Meadville-Franklin Radio

Sunbury-Selinsgrove Radio : 

Sunbury-Selinsgrove Radio

Persons 12-24 Cable TV/Radio Buys: 

Persons 12-24 Cable TV/Radio Buys

Media Tactics – Persons 12-24: 

Media Tactics – Persons 12-24 Cable Television - Target cable newtorks such as MTV, Comedy, Cartoon Network, Spike TV, ABC Family Channel Radio - Target key dayparts such as Mid-day, Evenings and Weekends - Run 70% of the media weight in these dayparts

Philadelphia Cable TV: 

Philadelphia Cable TV

Pittsburgh Cable TV: 

Pittsburgh Cable TV

Harrisburg-Lebanon Cable TV: 

Harrisburg-Lebanon Cable TV

Slide49: 

Harrisburg-Lebanon Cable TV

Slide50: 

Harrisburg-Lebanon Cable TV

Wilkes-Barre/Scranton Cable TV: 

Wilkes-Barre/Scranton Cable TV

Johnstown-Altoona Cable TV: 

Johnstown-Altoona Cable TV

Erie Cable TV: 

Erie Cable TV

Philadelphia Radio : 

Philadelphia Radio

Allentown-Bethlehem Radio: 

Allentown-Bethlehem Radio

Reading Radio: 

Reading Radio

Reading Radio : 

Reading Radio

Reading Radio : 

Reading Radio

Pittsburgh Radio: 

Pittsburgh Radio

Harrisburg Radio: 

Harrisburg Radio

Harrisburg Radio : 

Harrisburg Radio

Lancaster Radio: 

Lancaster Radio

York Radio : 

York Radio

York Radio : 

York Radio

Wilkes Barre/Scranton Radio : 

Wilkes Barre/Scranton Radio

Williamsport Radio: 

Williamsport Radio

Johnstown Radio : 

Johnstown Radio

Altoona Radio : 

Altoona Radio

State College Radio: 

State College Radio

Erie Radio: 

Erie Radio

Hagerstown-Chambersburg Radio: 

Hagerstown-Chambersburg Radio

Meadville-Franklin Radio : 

Meadville-Franklin Radio

Sunbury-Selinsgrove Radio : 

Sunbury-Selinsgrove Radio

Cinema Advertising/Adults 25-54 & Persons 12-24: 

Cinema Advertising/Adults 25-54 & Persons 12-24

Media Tactics: 

Media Tactics Cinema Advertising Based on current availability, we are able to run our two 30-second TV spots on 431 movie theater screens statewide. This represents 50% of all Ad supported statewide screens. Philadelphia: 288 Pittsburgh: 39 Harrisburg: 51 Wilkes Barre-Scranton: 30 Erie: 23 Our 30-second spots will be screened during the “pre-show” segments before movie trailers and the feature presentation

Cinema Advertising: 

Cinema Advertising Pittsburgh Philadelphia Total Screens: 288 Total Screens: 39 Harrisburg/Lancaster Total Screens: 51

Cinema Advertising: 

Cinema Advertising Erie Wilkes-Barre/Scranton Total Screens: 30 Total Screens: 23

Movie Releases: 

Movie Releases Ratatouille Comedy/Crime Not Yet Rated Starring: Patton Oswalt, Brian Dennehy, Brad Garrett,Janeane Garofalo A rat named Remy dreams of becoming a great French chef despite his family’s wishes and the obvious problem of being a rat in a decidedly rodent-phobic profession. June 29, 2007 Live Free or Die Hard Action/Crime/Thriller Not Yet Rated Starring: Bruce Willis, Justin Long Hero John McClane comes out of retirement to battle an Internet terrorist organization who are plotting an attack on the country's computer infrastructure to cripple the nation.

Movie Releases: 

Movie Releases July 4, 2007 License to Wed Comedy/Romance Not Yet Rated Starring: Robin Williams, Mandy Moore A young couple’s wedding plans are interrupted when the pushy minister of the bride's family church orders the pair to complete a two-week prenup course, putting the couple through a series of relationship challenges. Transformers Action/Adventure/Sci-Fi Not Yet Rated Starring: Josh Duhamel, Bernie Mac, Megan Fox, Rachael Taylor The compelling saga of the Autobots versus the Decepticons and its legendary characters, including the two leaders of the opposing sides: Optimus Prime and Megatron. July 13, 2007 Harry Potter and the Order of the Phoenix Comedy/Romance Not Yet Rated Starring: Daniel Radcliffe, Emma Watson, Rupert Grint, Alan Rickman, Robbie Coltrane, David Bradley Harry returns for his fifth year of study at Hogwarts and discovers that much of the wizard community is in denial about the teenager's recent encounter with the evil Lord Voldemort, preferring to turn a blind eye to the news that Voldemort has returned.

Movie Releases: 

Movie Releases July 20, 2007 The Simpsons Movie Animation/Comedy Not Yet Rated Starring: Dan Castellaneta, Julie Kavner, Yeardley Smith, Nancy Cartwright, Hank Azaria, Harry Shearer, Albert Brooks The longest-running animated series in history and the longest-running primetime series currently on television now comes to the big screen I Pronounce You Chuck and Larry Comedy Not Yet Rated Starring: Adam Sandler, Kevin James, Jessica Biel Two straight firefighters pose as a gay married couple in order to qualify for their department's domestic partner benefits. July 27, 2007 Surf’s Up Animation/Action Not Yet Rated Starring: Jeff Bridges, Zooey Deschanel, James Woods, Jon Heder, Michael McKean Based on the groundbreaking revelation that surfing was actually invented by penguins. A “documentary” crew will take audiences behind the scenes and onto the most competitive and dangerous display of surfing: the Penguin World Surfing Championship. 

Movie Releases: 

Movie Releases No Reservations Romance/Comedy/Drama Not Yet Rated Starring: Catherine Zeta-Jones, Aaron Eckhart, Patricia Clarkson, Abigail Breslin Chef Martha James cares for her sister’s 10-year old daughter to after her death and finds herself sharing her kitchen with a charming up-and-coming chef. Their chemistry grows beyond a culinary level. Lars and the Real Girl Comedy Not Yet Rated Starring: Ryan Gosling, Emily Mortimer A delusional young guy strikes up an unconventional relationship with a doll he finds on the Internet. July 27, 2007

Delivery Summary – Adults 25-54: 

Delivery Summary – Adults 25-54

Delivery Summary – Persons 12-24: 

Delivery Summary – Persons 12-24