Television Was the Primary Medium Used to Introduce L eggs

Television Was the Primary Medium Used to Introduce Leggs

To promote Leggs during the introduction, a great deal of television advertising was done, along with some print advertisements to support the television ads. This advertising was front-end-loaded, with the largest portion of the advertising dollars being spent during the first few weeks of the introduction. Because the program was rolled out eleven different times in different regions , the heaviest advertising was done in only one region at a time.

The Leggs media plans were designed to reach a large percentage of the target audience often enough to create a meaningful awareness of the Leggs name , program, and benefits. In executing the strategy, television was selected as the basic medium because of its ability to reach a broad segment of the target audience. In addition, television provided the opportunity to demonstrate Leggss important product benefits visually.

Print was used both to increase reach and frequency and because of its visual properties. Daily newspapers were added during the introductory stages of the program to provide immediate impact and news value in an environment that was especially suited to supermarket and drugstore retail advertising.