Jammin Java Corp (JAMN)

[AddedValue]

Just the facts Broph...

You talk about a "national campaign" - they don't have the money or a national campaign. I assume you're talking about TV. Creating a commercial would be about $250K or so. A single airing on network TV is about $100K or so. So if they ran a commercial once a month, that would be about $1.5 million, including the production cost. And it's what I'd call a pretty sad national "campaign". You could have more airings on basic cable, but the audience will be tiny in comparison.

The purpose of my first post was to inform you and the other board members that a spend of 100K per :30 or 250K for creative production is not required for a successful national campaign. Also, the audience on Cable is not tiny, it's so viable that most advertisers are opting to go with Cable instead of paying 4x the rate on Broadcast TV for the chance to land in 1 show out of 10 that's a hit. 4 will be mediocre and 5 will be canceled by Christmas.

I never claimed that JAMN has the funds to afford a national tv campaign, but when they do, national cable should be the first choice.

At my agency, and like any other agency, many advertisers with budgets of less than 10.0MM use Cable only for awareness. Cable offers efficient and targeted reach with minimal waste. The technology and data is so advanced that we now can request data as to what homes are going to Starbucks and how many times a week, you then layer that data with their tv habits and we now have a starting point for the Marley campaign.

500K for 3-4 weeks is a standard "starting point" for a campaign, the advertiser can opt to run :15 spots and double the weeks or use pulsing to extend the campaign. 200 TRPs in 3-4 days is a burst, think along the lines of a Black Friday campaign. The effectiveness of national tv is immediate, Marley will see a lift is sales right away, hopefully, they have the inventory to support the campaign.

Funny that you mentioned Honey Boo Boo and Duck Dynasty. Not the most tasteful shows, but they are among the highest rated on TV, along with past shows like Pawn Stars and Swamp People. Nielsen ratings are derived from the top 50 or so markets, the big cities...where the most affluent people tend to live. Us city folk are facinated by middle america...you should have your own show! So yes, advertisers will reach an upscale audience by advertising in Duck Dynasty.

Walking Dead is #1 on key demos, advertisers don't buy against homes. NCIS is #1 on homes, but most of those homes are on S.S. and can't afford premium cable or are too old to change the channel. Walking Dead is the #1 show across all key demos, the targets that are going to have the disposable income to afford Marley coffee as well as influence others to try it.

Can't get cable networks OTA, did you mean satellite? Cable delivers are more affluent audience. Those who can afford $150 a month for Cable tend to watch cable. The broadcast networks will never be more affluent than Cable.

67MM impressions will deliver an appr. 3+ effective reach of 28-30%, with 35.MM unique viewers being reached an average of 3 times across the course of the campaign. Note that the total viewing population of AD25-54 is 119.8MM. I can verify the #'s this morning if you would like me to.

Walking Dead strip is closer to 425K (i bought 4 weeks worth of it) and the product placement comment was a joke. On the other hand, Marley Coffee would be a perfect and affordable fit for the new morning show on Weather Channnel with Sam Champion.

"12p" was a landmine, just checking to see if you would correct me, like you do to others (boom)


Hope I covered off on everything, if not, keep them coming, I'm enjoying this spirited debate.