WILLIAMSPORT tfycoming
Co.) During 1990, Pennsylva
nia consumers win be exposed to a
$2.1 million advertising campaign
promoting a variety of dairy pro
ducts. The advertising campaign
is being sponsored by three of the
four dairy promotion groups in
Pennsylvania, including Ameri
can Dairy Association and Dairy
Council, (ADADC), Mid-East
United Dairy Industry Associa
arm
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Pennsylvania Dairy Campaign Approved
tion, and Pennsylvania Dairy
Promotion Program.
The Pennsylvania media plan
will make use of television and
radio advertising, supplemented
by an outdoor advertising cam
paign. The advertising will be
placed in key marketing areas
including: Pittsburgh, Harrisburg/
York/Lancaster/Lebanon, Wilkes-
Barre/Scranton, Johnstown/
Altoona, and Erie. A total of 4.7
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million consumers will be reached
through the media buy.
A variety of dairy products will
be spotlighted throughout the
year. Fluid milk will be the priori
ty product. Milk ads using the
campaign theme, “Milk, Ameri
ca’s Health Kick,” will be aired a
total of 18 weeks. Interspersed
with the milk advertising will be a
winter campaign for hot chocolate
and a summer program for ice
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• All applications of
feeding
• Semi-mobile and mobile
units
• Feeding round bales
• Zero grazing
cream. An all-product campaign
will take place during the winter
holiday time period.
The joint media buy is one of
the latest efforts to coordinate
dairy advertising within the state
of Pennsylvania. The joint agree
ment in Pennsylvania has enabled
the three participating groups to
purchase advertising more effec
tively, using dairy producer funds
as efficiently as possible.
The current media buy will pro
duce the following results:
* Dairy advertising will reach
95% of target consumers an aver
age of 11.6 times per month.
* Pennsylvania consumers will
receive one advertising message,
creating greater program impact.
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Lake Craina Rd.
Dau OO P
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* The 1990 media buy will
purchase the highest point levels
ever for milk advertising in
Pennsylvania.
To signify the unity of the
promotion programs, the ads will
identify Pennsylvania dairy far
mers as the sponsors of the ads.
Television commercials will show
the tagline: “Sponsored by Pen
nsylvania’s dairy farmers.”
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The joint dairy promotion
agreement was signed last July
reflecting the participating
groups’ desire to work coopera
tively. Immediate returns have
been reflected in savings in media
purchases and greater consumer
impact.
NY Add 7% Tax
Grand Total-