Aa At o m s A d v e r t i s i n g
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Atlanta / 2011/ Media Plan / Lisa Dobias / Adv 345J / 11:00a - 12:30 p /
Aa C o n t e n t s
TExt
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Our Company Executive Summary Campaign Scope Profiling the BRand Geographic Profile situational analysis profiling the market direct competitors Indirect competitors media vision media menu objectives strategy by flight budget breakdown flowchat future recommendations
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Aa
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O u r C o m p a n y
Atoms Advertising
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Potential Energizers
Aa E x e c u t i v e S u m m a r y
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Lauren Pfeiffer
Katherine Kloc
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Melissa Smith TK:' 7' 8E?>;' G=7>' R"CF?B' V=F789?%#' 7%;']%@F?#E'X?8=>7‐ ture major from ^7F<=#89%&'(=L7#A'T' 7:' 7F#9' 7%' ?%8=>%' 78'8E='!"#$%'_E?F‐ ;>=%K#' Q"#=":A' T%' :G' #.7>=' $:=&' T' =%U9G' >=7;?%@&' I>?$%@'7%;'F?#8=%‐ ?%@'89':"#?BA
Matthew GOlder TK:' 7' #=%?9>' !;‐ <=>$#?%@' :7U9>'' 5>9:'W7%'!%89%?9&' (=L7#A' J%=' 95' :G' @>=78=#8' 7BE?=<=‐ :=%8#' ?%' :G' B9F‐ F=@=' B7>==>' I7#' C=?%@' 7' M9"%;?%@' M78E=>' 95' W?@:?' R?' T987' `=F87' 78' [(W!A' T%' :G' 9a' $:=&' T' F?O=' 89' @9' 89' B9%B=>8#' 7%;' I78BE'#.9>8#A
Mercedes Pang TK:' 7' U"%?9>' !;‐ <=>$#?%@' #8";=%8' 5>9:'W7%'!%89%?9&' ()A' ' T' 7%' ?%8=>%‐ ?%@'59>'8E='!>8'!F‐ F?7%B=' 95' !"#$%A' T' =%U9G' >"%%?%@&' C?O?%@&' #O=8BE‐ ?%@&' 7%;' @9?%@' 89' B9%B=>8#A' ' ' J%=' 95' :G' @97F#' ?#' 89' F=7>%' W.7%?#E&' @9' 89' _9#87' V?B7' 7%;' 8=7BE' BE?F;>=%' 89' #.=7O']%@F?#EA
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Aa C a m p a i g n S c o p e
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P r o f i l i n g t h e B r a n d V"%(=L'?#'7'>=87?F=>'8E78'#.=B?7F?N=#'?%'7FF'8E?%@#'>"%%?%@A''M9"%;=;'?%'04++'CG' R7"F'_7>>9NN7&'8E=':9#8'>=B=%8'>=B?.?=%8'95'8E='V9#89I'X=7;=>#E?.'!I7>;&'7%;' E?#' I?5=&' WE=?F7&' 8E=' #89>=' E7#' =L.7%;=;' 89' 59">' V"%(=L' F9B7$9%#&' 7%' 9%?F%=' #89>=&'7%;'7'8>7?%?%@'.>9@>7:'B7FF=;'V"%(=L'[%?<=>#?8G'?%'8E='!"#$%'7>=7A'(E?#' C"#?%=##'B9%$%"=#'89'@>9I'7%;'=L.7%;'?%'7%'=L.9%=%$7F'>78=';=<98=;'89'>"%‐ %?%@'8E7%O#'89'?8#'.E?F7%8E9.EG&'=<=%8#&'7%;'?%<9F<=:=%8A
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/ PRODUCT
/ PROMO
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/ PRICE
/ PLACE
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G e o g r a p h i c P r o f i l e
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S i t u a t i o n a l A n a l y s i s
/ History
/ Geography and Climate
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/ Local Population and Culture
/ Transportation
!8F7%87K#' =#$:78=;' .9."F7$9%' ?#' -6,&410&' :7O‐ ?%@'?8'8E='F7>@=#8'B?8G'?%'8E='#878='95'^=9>@?7A'!B‐ B9>;?%@'89'B=%#=#'=#$:78=#&'Q=8>9.9F?87%'!8F7%‐ 87'?#'8E='57#8=#8'@>9I?%@'7>=7'?%'8E='%7$9%'#?%B=' 1,,,A' (E=' B?8GK#' :=;?7%' 7@=' ?#' 20A4&' I?8E' 64A3c' :7F='7%;'-,A6c'5=:7F='>=#?;=%8#A'!8F7%87K#';=:9‐ @>7.E?B#' 7>=' -,A0c' !5>?B7%' !:=>?B7%' 7%;' 62A0c' _7"B7#?7%A' !8F7%87' E7#' 7' I=FFY=;"B78=;' .9."F7‐ $9%&' I?8E' 62A3c' E9F;?%@' 7' i7BE=F9>K#' ;=@>==&' 7%;' 8E=' =#$:78=;' :=;?7%' E9"#=E9F;' ?%B9:=' ?#' b6*&636A' (E=>=' 7>=' %":=>9"#' B"F8">7F' 9a=>?%@#' ?%' !8F7%87&' ?%BF";?%@' 8E=' 8E>?<?%@' BF7##?B7F' 7%;' F?<=':"#?B'#B=%=#&'7>8'@7FF=>?=#&'8E=78=>&'PF:&'7%;' <7>?9"#'5=#$<7F#'8E>9"@E9"8'8E='G=7>A'(E='B?8G'E7#' #=<=>7F'.>95=##?9%7F'#.9>8#'8=7:#'#"BE'7#'8E='!8‐ F7%87'i>7<=#'C7#=C7FF'8=7:'7%;'8E='!8F7%87'g7IO#' C7#O=8C7FF'8=7:A'!8F7%87'7F#9'9a=>#'9"8;99>'7%;' >=B>=7$9%7F' 7B$<?$=#' ?%' ?8#' <7>?9"#' ">C7%' .7>O#' #.>=7;'8E>9"@E9"8'8E='B?8GA
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78F7%87A%=8m<?#?89>#ml'78F7%87A@9<m<?#?89>#l'"#BF?:78=;787AB9:mBF?:78=A.E.tF9B7$9%u"#@7,,1+l'78F7%87A7>=7B9%‐ %=B8AB9:m#87$#$B#AE8:l'8>?.7;<?#9>AB9:l'?8#:7>87AB9:l'B?8GY;787AB9:mB?8Gm78F7%87Y@=9>@?7AE8:F
Strength
Weakness
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Yg?@E=>'.>?B=#'8E7%'B9:.=$89># Yg7>;'89'%7<?@78='I=C#?8= YW.=B?7F8G'W89>='8E78'9%FG'B78=>#'89'7<?;' >"%%=># Ye9%Y=L?#8=%8'C>7%;'7I7>=%=##'?%'!8‐ F7%87
Opportunity Y(E='B7.7C?F?8G'89'=#87CF?#E'7%;'#9‐ F?;?5G'8E=?>'%=I'.>=#=%B='?%'!8F7%87' 8E>9"@E'#.9%#9>#E?.#'7%;'.E?F7%‐ 8E>9.G YW89>='F9B7$9%'?%'I=7F8EG'%=?@EC9>‐ E99;YY.=9.F=':9>='F?O=FG'89'#.=%;' :9>=':9%=G'9%'>"%%?%@'#E9=#'8E7%' 8E='@=%=>7F'.9."F7$9% YW89>='F9B7$9%'?#'1A2':?F=#'7I7G' 5>9:'7'.7>O'I?8E'7'P<=Y:?F='>"%%?%@' 8>7?F YZ=>G'7B$<='7%;'9"8;99>#G'B?8G'7%;' 87>@=8':7>O=8 YW9B?7F';>?<='89'C=B9:=':9>='7B$<=' 7%;'E=7F8E?=>YYv>=59B"#?%@'9%'E=7F8E
Threats YR>=Y=#87CF?#E=;'#.=B?7F8G'>"%%?%@'#89>=' 59">':?F=#'7I7G'5>9:'V"%(=L'#89>='F9B7‐ $9% YF9B78=;'?%'9F;=>'%=?@EC9>E99;&'C"8'8>G‐ ?%@'89'87>@=8'7'G9"%@=>'.9."F7$9% YC7;'=B9%9:?B'BF?:78='59>'7'#.=B?7F8G' #89>='8>G?%@'89'=#87CF?#E'7'.>=#=%B='?%'7' %=I'7>=7 YW$w?%@'E=78'?%'!"@"#8'B9"F;';=8=>'.9‐ 8=%$7F'B"#89:=>#
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S i t u a t i o n a l A n a l y s i s - P T 2
P r o f i l i n g t h e M a r k e t
Our Location
Primary Target Market
/and Culture
/ Local Population
/ History
(E='F9B7$9%'95'8E='%=I'V"%(=L'#89>='I?FF'C='78'8E='?%8=>#=B$9%'95']F?N7C=8E'W8A' 7%;'];@=I99;'!<=A'(E?#'E?#89>?B'%=?@EC9>E99;'I7#'>=#89>=;'?%'8E='04*,#'7%;' ?#'%9I'#">>9"%;=;'CG'7'F7>@='<7>?=8G'95'#E9.#&'>=#87">7%8#&'7%;'.7>O#A'r"#8'8I9' T%:7%'R7>O' :?F=#'=7#8'95';9I%89I%'!8F7%87'I?8E'BF9#='.>9L?:?8G'89'8E='Q!V(!'>7?F'#G#8=:&' e=?@EC9>E99; 8E='%=I'#89>='I?FF'C='=7#?FG'7BB=##?CF='89':7%G';?a=>=%8'.=9.F=A'
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J">'.>?:7>G'87>@=8':7>O=8'?#'B9:.>?#=;'95'.=9.F='IE9'7>='?%'RVTfQK#'Q?;F?5='W"BB=##'F?5='#87@='@>9".&' IE?BE'?#'.>9:?%=%8'?%'!8F7%87A'(E=G'7>='"%:7>>?=;'!8F7%87'>=#?;=%8#'IE9'7>='C=8I==%'8E='7@=#'95'1-'7%;' 26'7%;'F?<='I?8E?%'7'5=I':?F=#'95';9I%89I%'!8F7%87'j7%;&'8E=>=59>=&'I?8E?%'7'5=I':?F=#'95'8E='%=I'V"%‐ (=L'#89>=kA'(E=G'E7<='>=B=%8FG'=7>%=;'i7BE=F9>'9>'Q7#8=>#';=@>==#'7%;'E7<=':9<=;'89'!8F7%87'59>'I9>OA' (E=G' E7<=' =L=B"$<=' 7%;' .>95=##?9%7F' U9C#' 7%;' :7O=' C=8I==%' b3,,,,'7%;' b0,,,,,'.=>' G=7>A' (E=GK>=' ?%8=>=#8=;'?%'8>7<=F'7%;'#87G?%@'".Y89Y;78='9%'8E='F78=#8'8=BE%9F9@GA'\E=%'8E=GK>='%98'I9>O?%@&'8E=G'=%‐ U9G'C=?%@'9"8;99>#'7%;'@9?%@'9"8'9%'8E='89I%A'(E=G'F?O='89'@9'C?O?%@&'B7:.?%@&'E?O?%@'7%;'>"%%?%@'7%;' ;=#B>?C='8E=:#=F<=#'7#'E7<?%@'7'O==%'#=%#='95'7;<=%8">=A'(E=G'7>='=%<?>9%:=%87FFG'B9%#B?9"#'7%;'7>=' <=>G'?%<9F<=;'?%'8E=?>'%=?@EC9>E99;'B9::"%?$=#A'i=B7"#='95'8E?#&'8E=G'7>='B9::?D=;'89':7?%87?%?%@' 8E='C=7"8G'95'8E='.7>O#'7>9"%;'8E=?>'%=?@EC9>E99;A'(E=G'F9<='F?5='?%'!8F7%87'7%;'E7<='%9'.F7%#'95'F=7<?%@' 7%G$:='#99%A
Profile: Jake Mercer
(E='.9."F7$9%'95'T%:7%'R7>O'?#'04&-63'>=#?;=%8#&'I?8E'7':=;?7%'E9"#=E9F;'?%B9:='95'b33&3*-A' (E=>='7>='01&0-1'.=9.F='7@=;'1,Y-6'IE9'F?<='?%'8E='%=?@EC9>E99;A'04A3c'95'8E='T%:7%'R7>O'.9."‐ F7$9%'7>='E?@E'#BE99F'@>7;"78=#'7%;'32A3c'E7<='7'C7BE=F9>K#';=@>=='9>'E?@E=>A'(E=>='7>='#=<=>7F' .9."F7>'=<=%8#'9a=>=;'8E>9"@E9"8'8E='G=7>'?%'T%:7%'R7>O&'?%BF";?%@'8E='T%:7%'R7>O'M=#$<7F'7%;' T%:7%'R7>O'V=#87">7%8'\==OA'!F#9&'F9B78=;'%=7>CG'?#'M>==;9:'R7>O&'IE?BE'E7#'3Y:?F=#'95'C?O='7%;' >"%%?%@'8>7?F#A'(E?#'9a=>#'7'<7>?=8G'95'9"8;99>'7B$<?$=#'7%;'.EG#?B7F'P8%=##'9..9>8"%?$=#'59>'8E=' >=#?;=%8#'95'T%:7%'R7>OA'
r7O='Q=>B=>'@>7;"78=;'5>9:'^=9>@?7'(=BE'I?8E'7';=@>=='?%']F=B8>?B7F' ]%@?%==>?%@'?%'1,,3A'\E?F='78'^=9>@?7'(=BE'E='I7#'9%'8E='>9I?%@' 8=7:'7%;'I=%8'89'8E='@G:'8I?B='7'I==O'89'#87G'?%'#E7.=A'W99%'7o=>' @>7;"7$%@&'r7O='#87G=;'?%'!8F7%87'89'87O='7'U9C'7#'7%'T(';=<=F9.=>'78' g=IF=DYR7BO7>;A'g=';?#F?O=#'E?#'U9C'C=B7"#='95'8E='F9%@'E9">#'7%;' 8E=':9%989%G'95'8E='I9>O&'C"8'E='=%U9G#'E?#'?%B9:='95'b*2-,,A'r7O=' >=B=%8FG'.">BE7#=;'7'#:7FF'E9"#='?%'8E='T%:7%'R7>O'%=?@EC9>E99;' C=B7"#='95'?8#'.>9L?:?8G'89';9I%89I%'!8F7%87'7%;'>"%%?%@'8>7?F#&'C"8' E=K#'B9:='89'F9<='8E='%=?@EC9>E99;'C=B7"#='95'?8#'BE7>:'7%;'8E=' 5>?=%;F?%=##'95'8E='B9::"%?8GA'r7O='@9=#'>"%%?%@'7>9"%;'E?#'%=?@E‐ C9>E99;'C=59>='I9>O'=<=>G':9>%?%@'C=B7"#='E='BF7?:#'?8'@?<=#'E?:' :9>='=%=>@G'8E7%';>?%O?%@'B9a==A'!o=>'I9>O'r7O='F?O=#'89'"%I?%;'CG' ;>?%O?%@'7'C==>'7%;'I78BE?%@'E?#'8I9'57<9>?8='(Z'#E9I#&'`=L8=>'7%;' T8K#'!FI7G#'W"%%G'?%'RE?F7;=F.E?7A'r7O='@9=#'B7:.?%@'9%B='7':9%8E' I?8E'7'5=I'5>?=%;#'5>9:'B9FF=@='78'W89%='Q9"%87?%'R7>O&'IE?BE'?#'7' 8E?>8GY:?%"8=';>?<='5>9:'E?#'E9"#=A
/ Surrounding Landmarks: Profile (& Target Markets) M>==;9:' R7>O' ?#' 8E=' F7>@=#8' ."CF?B'.7>O'?%'!8F7%87'7%;'95‐ 5=>#'3':?F=#'95'R!(g'M9"%;7‐ $9%' C?O=' 7%;' >"%%?%@' 8>7?F#A' X9B78=;'9%FG'0A2':?F=#'5>9:' 8E=' %=I' V"%(=L' #89>=&' 8E=' .7>O' ?#' =7#?FG' 7BB=##?CF=' 89' 9">' .EG#?B7FFG' 7B$<=' 87>@=8' :7>O=8A
^=9>@?7' W878=' [%?<=>#?8G' 7%;' ^=9>@?7' T%#$8"8=' 95' (=BE%9F9‐ @G'7>='C98E'F=##'8E7%'P<=':?F=#' 5>9:'8E='V"%(=L'#89>=A'\?8E'7' B9:C?%=;' #8";=%8' .9."F7$9%' 95' 9<=>' -,&,,,' .=9.F=&' V"%‐ (=L'I?FF'C='=7#?FG'7BB=##?CF='89' >=B=%8'@>7;"78=#'IE9'F?<='7%;' I9>O'?%'8E='7>=7A
\?8E';9I%89I%'!8F7%87'F=##'8E7%'1':?F=#' 7I7G&'8E9"#7%;#'95'.=9.F='I?FF'C='I?8E?%' BF9#=' .>9L?:?8G' 89' 8E=' V"%(=L' F9B7$9%A' `9I%89I%'9a=>#'%":=>9"#'#E9.#&'>=#‐ 87">7%8#&' C"#?%=##=#' 7%;' B"F8">7F' F7%;‐ :7>O#' 8E78' 7D>7B8' :7%G' <?#?89>#' =7BE' ;7GA' (E=' Q!V(!' >7?F' #G#8=:' 7%;' 8E=' `9I%89I%'_9%%=B89>'jT%8=>#878='*-m+-k' .>9<?;='=7#G'7BB=##'89'8E='7>=7'7%;'I?FF' :7O='8E='#89>='7BB=##?CF='89'9">'87>@=8' :7>O=8A
?%:7%.7>OA9>@l'%=?@EC9>E99;#A7UBE9:=P%;=>AB9:m5"F89%m?%:7%.7>Ol'78F7%87A%=8m<?#?89>#m78F7%87n?%:7%n.7>On5=#$<7FAE8:Fl'?%:7%‐ .7>O>=#87">7%8I==OAB9:
e=?F#=%'_F7>?87#&'RVTfQ&'F9B7$9%@=9>@?7AB9:
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P r o f i l i n g t h e M a r k e t - P T 2
Aa
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D i r e c t C o m p e t i t o r s
Secondary Target Market J">'#=B9%;7>G'87>@=8':7>O=8'B9%#?#8#'95'I9:=%'C=8I==%'7@='2,'7%;'24A'(E=GK>=':7>>?=;'I?8E'G9"%@' BE?F;>=%&'7%;'8E=':7U9>?8G'95'8E=:'7>='#87GY78YE9:=':9:#A'(E=G'7>=%K8'=L8>=:=FG'I=7F8EG&'C"8'8E=G'F?<=' B9:59>87CFG'9a'95'8E=?>'E"#C7%;#K'"..=>Y:?;;F='BF7##'?%B9:=A'(E=GK>='<=>G'B9%B=>%=;'I?8E'8E='E=7F8E' 95'8E=?>'57:?F?=#'7%;'=%B9">7@='8E=?>'57:?F?=#'89'=78'I=FF'7%;'89'@=8'=L=>B?#=A'(E=G'B99O'E=7>8G&'%"8>?‐ $9"#':=7F#'59>'8E=?>'57:?F?=#'=<=>G'%?@E8'7%;'=%U9G'#E9..?%@'78'57>:=>K#':7>O=8#'59>'5>=#E'.>9;"B=A']<=%' 8E9"@E'8E=GK>='E=7F8EYB9%#B?9"#&'8E=G';9%K8'E7<=':"BE'$:='59>'=L=>B?#='8E=:#=F<=#&'7#'8E=GK>='7FI7G#' C"#G'@=x%@'8E=?>'O?;#'89'#BE99F'7%;'89'8E=?>'=L8>7YB">>?B"F7>'7B$<?$=#A'^=x%@'?%'#E7.='E7#'C==%'8E=?>' e=I'H=7>K#'>=#9F"$9%'59>':7%G'G=7>#&'G=8'8E=G'"#"7FFG'@?<='".'?%'5>"#8>7$9%'7o=>'7'5=I':9%8E#A'(E=GK>=' F99O?%@'59>'7'>=F7$<=FG'=7#G'7%;'B9%<=%?=%8'I7G'89'@=8'?%89'8E='E7C?8'95'=L=>B?#?%@A
Profile: Jane Sanders r7%='W7%;=>#'?#'7'2*YG=7>Y9F;'#87GY78YE9:=':9:A'i=59>='#E='E7;'E=>' 8I?%'@?>F#'P<='G=7>#'7@9&'#E='I9>O=;'F9%@'E9">#'7#'7%'7BB9"%87%8A' WE='F9<=;'E=>'U9C&'7%;'#E=K#'F99O?%@'59>I7>;'89'@=x%@'C7BO'89'I9>O' 7o=>'E=>';7"@E8=>#'#87>8'O?%;=>@7>8=%'?%'!"@"#8A'WE=K#'"#=;'89'O==.‐ ?%@'E=>#=F5'C"#G'7%;'B9%#87%8FG'E7#'7'.>9U=B8'#E=K#'I9>O?%@'9%A'M9>' 8E='.7#8'59">'G=7>#'8E=#='.>9U=B8#'>=<9F<=;'7>9"%;'O==.?%@'E=>'@?>F#' =%8=>87?%=;'7%;'?:.>9<?%@'E=>'E9"#=&'C"8'%9I'8E78'#E='I9%K8'E7<=' 89'F99O'7o=>'E=>'@?>F#'7FF'95'8E='$:='#E=K#'F99O?%@'59>I7>;'89'#.=%;‐ ?%@':9>='$:='9%'E=>#=F5A'r7%='E7#'C==%'I7%$%@'89'@=8'C7BO'?%'#E7.=' #?%B='E=>'@?>F#'I=>='C9>%&'C"8'#E='E7#%K8'E7;'=%9"@E'$:='"%$F'%9IA
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phidippides.com
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footaction.com
Aa
/ 11
I n D i r e c t C o m p e t i t o r s
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zappos.com
Aa M e d i a V i s i o n
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roadrunnersports.com
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/ 12
Aa
/ 13
M e d i a M e n u
/ Color
// Television / Circulation
Sun / PAID 543.43 556.11 715.63 Morn (M-Th) 69287.33 70904.03 91242.83 Fri Morn
B/W 1 c B/W 2 c B/W 3 c Sat 3023 3648 4254 Sun
Mon/Tues/Wed Thurs Fri/Sat Sun
Total
NDM Outside Fulton
351999 404135
41358 49212
229584 263463
81057 91460
417799
54844
273459
89496
570126
72995
387314
109817
/ UNPAID
4532
5293
5891
4899 5140
5794 6075
6805 Morn Total 7123 Fri Total
5277 5378 4900 4188
Sat Total Sun Total
// Magazine
/ Black/White Spread 1 Page 2/3 Page 1/2 Page 1/3 Page 1/6 Page
/ Color
Freq Discounts - 1 year
1 ti
3 ti
14655 8835 6520 5015 3490 1965
13520 8150 6040 4615 3210 1805
6 ti Monthly 12245 7385 5410 4170 2896 1645
11785 7100 5280 3985 2765 1570
4-Color Spread 1 page 2/3 page 1/2 page 1/3 page
2nd color, per pg, extra
1 ti
3 ti
18790 11200 9315 7715 6225
17290 10385 8570 7095 5725
500
6 ti Monthly 16695 9580 7700 6400 5165
15260 9185 7515 6220 4985
/ Covers, Extra 2nd 4th
15% 20%
3rd
15%
// Radio
Daypart :30 spots/CPP Early Morning Daytime Early Fringe Early News
/ 14
M e d i a M e n u - P T 2
// NewsPaper Atlanta Journal-Constitution / Black/White Mon-Th Fr/Sat SAU, open, per inch full pg by rates
Aa
A $ 258 288 360 426
18+ 18-34 18-49 25-49 M W A M W A M W A M W $ $ $ $ $ $ $ $ $ $ $ 339 219 576 761 498 328 406 387 304 571 295 213 429 256 416 338 346 364 431 289 352 519 396 469 483 442 361 718 421 484 376 847 711 427 502 508 478 464 810 535
%9%8>7;?$9%7F':=;?7/'78F7%87E7F5:7>78E9%A9>@'&'ED./mmIIIA=*@>7.E?B#AB9:m.>?B=#AE8:F&'?%'#89>='.>9:9$9%/';?#.F7G#1@9AB9:l' C?FFC97>;#/'F7:7>9"8;99>#AB9:l'V7;?9'#9">B=/'Wz!`'1,,3'l(Z'#9">B=/'WV`W'1,,-&'Wz!`'1,,*'lQ7@7N?%='#9">B=/'Wz!`'1,,*
Households DMA-CPP DMA-CPM Adullts 18+ CPP CPM Adults 18-34 CPP CPM Adults 18-49 CPP CPM Adults 25-49 CPP CPM Men 18-34 CPP CPM Men 25-49 CPP CPM Women 18-34 CPP CPM Women 25-49 CPP CPM
// Cable // System Comcast Atlanta Bell South Atlanta ETC - N Georgia Copper Basin Cable Ad Sales Northland Clayton, GA
Early Morning
Day Early Time Fringe
Early Prime News Access
Prime Time
Late News
Late Fringe
162 6.62
122 4.99
160 6.54
195 7.97
247 10.1
608 24.85
305 12.47
179 7.32
262 5.92
292 6.59
364 8.22
431 9.73
522 11.79
1060 23.94
688 15.54
-
787 52.91
608 40.87
529 35.56
1043 70.12
889 59.76
948 63.73
1069 71.86
567 38.12
439 15.13
476 16.4
596 20.54
748 25.78
774 26.67
1186 40.87
932 32.12
488 16.82
367 15.83
307 13.25
449 19.37
559 24.12
721 31.11
1304 56.26
967 41.72
421 18.16
1030 135.44
-
733 96.38
960 126.23
831 109.27
1503 197.63
1115 146.61
771 101.38
325 28.06
-
408 35.23
458 39.55
490 42.31
832 71.84
451 38.94
361 31.17
498 68.5
369 50.76
375 51.58
549 75.51
674 92.71
1267 174.27
680 93.53
477 65.61
293 25.27
300 25.87
384 33.11
581 50.1
583 50.27
1068 92.09
812 70.02
359 30.96
Subs. 1287 35 17 8 4
Day Overall A&E CNN Discovery ESPN LIFE MTV TNT USA part* a p a p a p a p a p
- 100 - 600 8 45 6 9 8 12 -
a = all day; p = prime
100 350 10 55 4 12 8 12
100 100 125 50 80 80 550 1000 1000 350 1000 1000 10 10 7 4 6 6 40 50 50 32 48 48 4 3 7 7 7 12 9 21 21 21 8 8 8 12 12 12
Aa
/ 15
M e d i a M e n u - P T 3
Cost
T-shirts Registration fee Water cooler
Size
Magazine Display 10 Tier Tack Board 46"w x 36"h Banner 3x8
Type $5.00 $55.00 $21.88
#
# 1 2 2
Total
65 25 10
// SEM // AD WORDS
Total
$31.29 $48.97 $125.00
$31.29 $97.94 $250.00
// Non //Traditional //Media
$325.00 $1,375.00 $218.80
Keywords running shoes best running shoes trail running shoes mens runing shoes womens running shoes marathon training running gear running marathons running shoe stores running training running classes shoes for running
Cost
Est. Avg. CPC 1.07 0.65 1.28 1.29 1.16 0.32 0.84 0.68 0.87 0.76 0.05 1.07
Est. Ad Position
Est. Daily Cost
1.94 1.33 2.22 2.53 1.71 2.33 2.94 2.01 1.41 1.49 0 3.43
585.42 8.06 19.21 1.99 6.91 11.78 7.36 0.47 1.36 11.5 0 71.42
*Activation Fee $5
// BillBoards Media Size
18+ Pop
Digital Non 470,688 Bulletin Standard
Media Bulletin Bulletin Bulletin Bulletin Bulletin Bulletin Bulletin Bulletin
Size 14' 14' 14' 14' 14' 14' 14' 14'
X X X X X X X X
48' 48' 48' 48' 48' 48' 48' 48'
# Units 1
Spots /Loop 1 Slot (s) / Loop Unit - 11655 Spots/Wk/Unit
18+ Pop GRP 470,688 470,688 470,688 470,688 470,688 470,688 470,688 470,688
/ 16
O b j e c t i v e s
Medium
// IN STORE PROMOTION
Aa
5 10 15 20 25 50 75 100
Total 4 Flight Avg DEC CPM Wk rate /Panel $6,500
4 wks
23,300 $9.96
Ethn -icity General
# Total 4 Flight Avg DEC CPM Ethnicity Panels Wk Rate / Panel 1 1 1 2 2 4 5 7
$6,500 $6,500 $6,500 $13,000 $13,000 $26,000 $32,500 $45,500
4 4 4 4 4 4 4 4
weeks weeks weeks weeks weeks weeks weeks weeks
75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000
$3.10 $3.10 $3.10 $3.10 $3.10 $3.10 $3.10 $3.10
General General General General General General General General
Media
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Advertising
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Aa
/ 17
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RADIO
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S t r a t e g y B y F l i g h t - P T 2
Flight 1
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Aa
/ 19
Aa
/ 20
S t r a t e g y B y F l i g h t - P T 3
S t r a t e g y B y F l i g h t - P T 4
Flight 3
Flight 4
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V"%(=L' ?%8=%;#' 89' @?<=' V"%(=L' #E?>8#' 89' 8E=' P>#8' 3-'P%?#E=>#'95'8E='>7B='8E78'I?FF'C='E=F;'?%'!8F7%87' 9%'(E7%O#@?<?%@'`7GA'(E=#='#E?>8#'I?FF'B9#8'7'8987F' 95' b21-A' (E?#' @"=>?FF7' :7>O=$%@' I?FF' #.>=7;' 8E=' %7:='95'V"%(=L'89';?a=>=%8'>"%%=>#'?%'8E='7>=7' 7%;'?%#$FF'C>7%;'>=B9@%?$9%A'(E=#='#E?>8#'I?FF'.>9‐ <?;='?%59>:7$9%'9%'8E='F9B7$9%'95'8E='#89>='7%;' ?8#'#=><?B=#A'
(9'B9<=>'59>'7%G'7;;?$9%7F'=L.=%#=#&'I='E7<='>=#=><=;'7%'7;;?$9%7F'b6,,'95'9">'C";@=8'59>'8E='=<=%8A
RADIO \='I?FF'.F7B='9%='2,'#=B9%;'>7;?9'#.98';">?%@'8E=' =7>FG':9>%?%@' ;7G'.7>8'89'.>9:98='8E='M"%' V"%' ;">?%@'8E='I==O'95'8E='8I=FoEA'\='I?FF'.">BE7#=' 1-'(VR#'59>'7;"F8#'7@='1-'89'64'78'7'_RR'95'b2,6&' IE?BE'=d"78=#'89'7'8987F'7;'"%?8'B9#8'95'b*3,,A
Aa
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Aa
/ 22
S t r a t e g y B y F l i g h t - P T 5
B u d g e t B r e a k d o w n
Continuous
By Flight
J%'Y'@9?%@ *m2,'Y'01m20
!o=>'#.=%;?%@'7'F7>@='.9>$9%'95'8E='C";@=8'9%'E=7<GY".'=a9>8#'89'.>9:98='8E='9.=%?%@'95'8E='#89>=&' I=';=B?;=;'89'#B7F='C7BO'7%;'B9%$%"='89'.>9:98='C>7%;'7I7>=%=##'8E>9"@E'%9%Y8>7;?$9%7F'7%;'9"8Y 95YE9:=':=;?7'?%'9>;=>'89'#7<=':9%=GA'\='.F7%'89'.F7B='V"%(=L':=##7@=#'7F9%@'8E='>"%%?%@'8>7?F#'95' !8F7%87A'\?8E'!8F7%87'."CF?B'#BE99F#'#87>$%@'!"@"#8'+&'9">'#=B9%;7>G'87>@=8':7>O=8'I?FF'C='7CF='89'#.=%;' :9>='$:='9%'8E='8>7?F'7%;'I?FF'B9%#87%8FG'C='>=:?%;=;'95'8E='V"%(=L'C>7%;A
Out-OF-Home
T%' 9>;=>' 89' :7?%87?%' 7' .>=#=%B=' ?%' 8E=' >"%%?%@' B9::"%?8G&' I=' ?%8=%;' 89' ."8' ".' 8=%' 2L3' C7%‐ %=>#'I?8E'8I9'B9F9>#'9%'<7>?9"#'>"%%?%@'8>7?F#'59>' b--' =7BEA' (E=#=' C7%%=>#' I?FF' B9%87?%' 8E=' %7:=' 95'V"%(=L'7%;'?8#'F9B7$9%'7%;'I?FF'C=';?#8>?C"8=;' 8I9'I==O#'.>?9>'89'8E='#89>=K#'9.=%?%@';7GA''\=' I?FF' "#=' C7%%=>#' 8E>9"@E9"8' 9">' B7:.7?@%' 89' >=7BE' !8F7%87K#' >"%%=>#' 7%;' %78">=' F9<=>#&' C"8' I=' I?FF' BE7%@=' 8E=' :=##7@=#' 9%' 8E=' C7%%=>#' 89' B9>>=#.9%;'I?8E'=7BE'w?@E8K#'@97F#A'\='I?FF'.">‐ BE7#='8=%'C7%%=>#'59>'C98E'8E='P>#8'w?@E8'7%;'8E=' #=B9%;'w?@E8'7%;'P<='C7%%=>#'59>'8E='8E?>;'w?@E8A' \='I?FF'.">BE7#='%9'%=I'C7%%=>#'59>'8E='59">8E' w?@E8&'C"8'I?FF'>="#='#9:='95'8E='C7%%=>#'I='E7<=' 7F>=7;G'.>9;"B=;'59>'8E='98E=>'w?@E8#A
Non-Traditional
V"%(=L'I?FF'.>9<?;='I78=>'59>'>"%%=>#'CG'.F7B?%@' 8=%'I78=>'B99F=>#'7>9"%;'8E='8>7?F#&'IE?BE'B9#8'78' b10A++'7'.?=B=A'T8'I?FF'C='7'.7>8'95'8E='=:.F9G==#K' U9C';=#B>?.$9%#'89'>=PFF'8E=#='I78=>'B99F=>#'8E>==' $:=#'7';7GA'(E?#'I?FF';=:9%#8>78='V"%(=LK#'B9:‐ :?8:=%8' 89' 8E=' B9::"%?8G' 7%;' #E9I' 8E=G' B7>=' 7C9"8'8E=?>'87>@=8#K'E=7F8EA
flight 1 radio nwspr promotion OOH
$8,830.00 $14,312.60 $1,375.00 $550.00
total
$25,067.60
Flight 1 Flight 2 Flight 3 Flight 4 Continuous
$25,067.60 $1,040.00 $16,466.45 $10,091.41 $267.77
45.58% 1.89% 29.94% 18.35% 0.49%
Contingency total
$2,066.77 $55,000.00
3.76%
flight 2 OOH promotion total
$550.00 $490.00 $1,040.00
flight 3 promotion magazine newspaper OOH total
$325.00 $7,715.00 $8,151.45 $275.00 $16,466.45
!"#$%&'!(%)*#+,-'./'012$3&' +#!(%&
*#,-%&
./0123&'& '$#*"%&
./0123&)& !"#"$%&
flight 4 OOH promotion promotion promotion radio promotion promotion promotion total
$100.00 $131.25 $600.00 $20.16 $7,600.00 $1,000.00 $240.00 $400.00 $10,091.41
continuous non-trad non-trad total
$48.97 $218.80 $267.77
./0123&*& ./0123&!& 456768589&
)(#(!%&
456761:6;<& '#$(%&
Aa
/ 23
Month Week
OOH
!"#$%$&'()$$#*+ ,*-.-/%-$)0'()$$#*+ ,*-.-/%-$)0'()$$#*+ 1%&$+'2-*'34#$/ 5)/#*'6--0#*+ 7)89':-)*; ()$$#*+
Promotion
July 4 1 Aug Sept Oct Nov Dec 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
$550.00 $275.00 $550.00 $100.00 $218.80 $48.97 ***
2.5% 0.9% 0.6% 4.3%
1.0% 0.5% 1.0% 0.2% 0.4% 0.1%
% Budget
$1,375.00 $490.00 $325.00 $2,391.41
40.8%
Totals
$22,464.05
(#)"&'
13.8% 9.4% 6.6%
)(#$)&'
$7,600.00 $5,190.00 $3,640.00
?12>29;2?@'
<#&%+/*)/%-$'7%89#/+ ,#;-.#/#* =)02'>)*)/?-$'7@1?%*/ 5%$/#*'AB$'<B$
7-181>12'
C/0)$/)'D-B*$)0
<<='
25
!"#$%&' *)#(+&'
Newspaper
8.9.:02;'
14.0%
$2,066.77
2567-'
!#,$&'
$7,715.00
contingency
21234-./'
$#++&' +#%,&'
70199, 4515*
free registration pedometers shirts hot chocolate band donation to charity employees for event reserve for event styrofoam cups
total
$1,375.00 $490.00 $325.00 $131.25 $600.00 $1,000.00 $240.00 $400.00 $20.16 $4,581.41
-./01'
3.8%
banners, 1 banners,2 banners, 3 signs for event
$2,066.77
$550.00 $550.00 $275.00 $100.00 $1,475.00
Imp
614,790
74,714
$55,000.00 100% 689,504 * paid, unpaid circulation
OOH
Radio
!"#$"%&'()*+&,-(./( 0,+%"(
$7,715.00
promotion
2.68% 8.33% 3.76%
$14,312.60 $8,151.45 $22,464.05
magazine
total
$1,475.00 $4,581.41 $2,066.77 $55,000.00
10 10
total
OOH promotion contingency Total
3)*0E'>-*$%$&'FGH@IJK 3)*0E'A*%$&#'FLM@NIK'>OO P)E/%.#'FGH@IJK'5OO
nwspr
29.87% 0.49% 40.84% 14.03%
C/0)$/)'>)&)Q%$#
total
$48.97 tack board $218.80 water coolers $267.77
$16,430.00 $267.77 $22,464.05 $7,715.00
Magazine
non-trad
radio non-trad nwspr magazine
Contingency
total
totals
Total ** M=men;W=women *** banners will be used continuously throughout campaign
By Media $5,190.00 $3,640.00 $7,600.00 $16,430.00
/ 24
F l o w c h a r t
B u d g e t B r e a k d o w n
radio
Aa
Aa
/ 25
Fu t u r e R E c o m m e n d a t i o n s
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