Uncle dan's outdoor store and campers in chicago

Trent Spinner
Intro to Advertising
March 11, 2019
Uncle Dan’s outdoor Store and Campers in Chicago
Target’s Psychographic Summary:
 The campers of Chicago favor Winter/Summer camping to Spring/Fall camping.
 Campers in Chicago on average do not research items before they go out and buy
camping gear.
 The favorite activity to do while camping is to go hiking during the day and set up a
bonfire at night.
 One of the favorite outdoor activities in 2018 is to go backpacking or to travel to a new
location in an RV and then explore.
 The two most bought items of 2017 were a flashlight and a cooler.
Target’s Demographic Summary:
 Gender: Male
 Martial/Family Status: Married or living with partner
 Age Range: 25-55
 HH Income: $100,000+
Target’s Geographic Location: Chicago, IL
Highlights:
In the media source aspect of my media plan I established the focus of my advertising
strategy through magazine, radio, Google Ads and E-newsletters. In my media plan I established
a personal basis towards Google Ads as I favored them more than any other media source. This
is where I spent a large chunk of money due to my focus on trying to directly influence the
customer in the easiest way possible. The second highest margin on my media plan is the
magazine as I wanted to focus on the Chicago magazine for the most part. This magazine
focused on a geographical area that is important to Uncle Dan’s sales as that is where the stores
are located.

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March 11, 2019
My two lowest margins for the plan go to radio and newsletters. For radio the media
source did not fit my specific focus for the overall plan. The reason being that it just didn’t focus
a direct message to the audience. Then E-newsletters didn’t fit my plan, because of the cost of
the entity and lack of people within that newsletter mailing list. Overall my media plan focuses
on that of family camping and what brands consumers tend to focus on during the camping
experience.
Media Plan Overview
Media Vehicle No. of Ads Total Cost CPM
Magazines
Outdoor Magazine 1 $ 40,215 $ 16.09
Chicago Magazine 3 $ 54,930 $ 31.95
Magazine Totals/ Avg 4 $ 95,145 $ 24.02
Radio
WUSN-FM 8 $ 14,256 $ 7.48
WUSN-FM 8 $ 14,856 $ 7.79
Radio Totals/ Avg 16 $ 29,112 $ 7.63
Google Ads
camping gear 3,000 $ 4,320 $ 1,440.00
camping 30,000 $ 36,600 $ 1,220.00
camping backpacks 300 $ 222 $ 740.00
camping tents 300 $ 381 $ 1,270.00
cool camping 300 $ 249 $ 830.00
camping Chicago 3,000 $ 9,420 $ 3,140.00
large tent 300 $ 87 $ 290.00
hiking equipment 300 $ 645 $ 2,150.00

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March 11, 2019
family tent 300 $ 165 $ 550.00
camping lanterns 300 $ 264 $ 880.00
hiking backpack 3,000 $ 4,830 $ 1,610.00
the Northface 23,284 $ 83,357 $ 3,580.00
Google Ads Totals/ Avg 64,384 $ 140,540 $ 1,475.00
E-Newsletters
E-Newsletters Totals/
Avg 15 $ 10,200 $ 450.46
TOTAL/AVERAGES 64,419 $ 274,997 $ 1,036.90
TargetAudience: Campers in Chicago
Psychographic Elements of Campers-
Uncle Dan’s is an outdoor outfitter with special focuses on selling equipment to campers
in Chicago. The camper’s in Chicago have various wants when dealing with camp related
equipment and planning of trips. To begin the psychographic analysis, it is important to
understand the seasons that the campers in Chicago are mainly using as months to partake in the
activity. During the winter months and the summer months, the numbers increase in amount of
times campers go camping per season (2.7 from Fall 2.6 and Spring 2.7), (Coleman Company).
Though these are the favorite months, there is a similar distribution throughout the year. This
provides an inside look about the type of clothing and equipment the average customer would
buy. With a focus on winter equipment customers search for equipment such as jackets, pants

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and other winter affiliated gear. For the summer months there is more of a focus on gear that is
light and is easy to use when hiking or camping in the warm climate. For campers that go around
these times there is normal prep period in buying these various types of gear. Annual trip prep
for campers is normally a month or more prior, as 31% favorite that approach to waiting till they
leave to buy materials (Coleman Company pg. 15).
When campers buy their materials they normally spend $181.61 the first time they buy
gear and then progressively go up as the normal camper spends about $546.41 on equipment
(Coleman Company pg. 2). This provides insight on the spending patterns of those who go out to
camp, whether it be for the first time or are avid campers. Both times campers are focused on
spending extra money for quality items to take with them into the forest. The consumers are
more concerned about getting things that will prepare them for the wilderness compared to trying
to save a few dollars. Normally when looking at the purchase focus of campers there is a
common trend on the things that they tend to buy more than other things. The top things that
campers usually buy when they go out is to buy flashlights, coolers, backpacks, airbeds, tents,
sleeping bags and other essential items. Flashlights and coolers are the main thing that these
campers purchase before embarking on their journey (Coleman Company pg. 26).
The spending habits are important to understand the psychological aspect of the cliental
and what it takes to market towards them. It is also important to understand what they are
spending money on as stated before. The hobbies are important to this regard, because that is
where money is being spent. The favorite camp activities go as followed: hiking, outdoor hiking,
fishing, photography (Coleman Company pg. 21). Then the favorite nighttime activities follow

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that with campfires, stargazing, grilling and storytelling. The night activities describe more of the
state of mind of the simplistic aspect consumers want. They want opportunities to invest
themselves in the outdoors and without having to worry about their camping equipment failing
them. As well they need necessities of camping equipment like lighter fluid and bug spray.
Regardless, some of the main essentials that are bought for outdoor recreation play their part as
14% prefer backpacking as a favorite hobby and that would affect shopping tendencies as well
(Outdoor Foundation pg.8). As stated before when examining the list of the top ten most bought
camping items the list includes: Flashlights, cooler, backpack, airbed, tent, sleeping bag, propane
or liquid fuel lighting, headlamp, lantern and camp furniture (Coleman Company pg. 26). This
affects consumers spending habits as they focus in on these specific items when searching
through an outdoor outfitter. This provides context to what a camper wants, this gives Uncle
Dan’s a background of what they need to provide to become a consumer friendly supplier.
Another crucial aspect that defines new campers is that 35% in a poll said they went to an
outdoor outfitter without any prior research (Coleman Company pg. 30). This provides insight on
what the average camper wants whenever they come to an outdoor outfitter. Consumers want
people that know the product, so they don’t have to do the work in researching the topic. So if an
outdoor outfitter was easier to deal with, like they have people that have knowledge on the
topics, then they would be more likely to showcase their spending habits. Without this prior
knowledge the consumer wants something more than just a normal outfitter, because they want
an overall experience that can help them decide what their adventure will entail.
Demographic Elements of Campers-

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Uncle Dan’s demographical focus begins when you focus on the region at hand. When
focusing on the 2018 outdoor recreation participant report and the 2017 camping report, there
begins to be an understanding of the focal region. In outdoor recreation, the North East Central
region is tied for the second highest percentage of the nine regions, with a 16% participant
percentage (Outdoor Foundation pg.5). Then moving on to the outdoor report, the North East
Central region (Chicago) is listed as the fourth highest region of campers out of the nine, with a
14% camping rate (Coleman Company pg. 7). Now the distributions aren’t as important, but the
factor that there are a lot of clients that live in our region and that go camping is an important
demographical analysis.
When examining the two reports on the common demographics there is a distinct number
of similarities. The 2017 camping report is going to be my focus for the aspects of
demographical understanding, but the 2018 outdoor recreation participant report will be taken
into consideration. To begin the demographic dissection, the ideal marital status of someone that
spends money camping is married or living with a domestic partner. This statistic is favored
heavily as 67% of all people that go camping are identified under this group (Coleman Company
pg. 8).
The other three key demographical aspects are gender, age range and household income
(especially with a favoritism towards married or living with domestic partner clients). Both of
the reports signify a similar statistic as males are more likely to camp and participate in outdoor
recreational activities. On the 2018 report males sit at 54% (Outdoor Foundation pg.6), and then
in the camping report 55% of all campers are male (Coleman Company pg. 8). The age range is

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was a little harder to utilize, because the percentages are similar, but in the end the focus is on
males between the ages of 25-55. In the camping report the highest percentage of people that
camp come from 2-44 age range with 34% going towards the category, but people aging 45+
account for 29% as well (Coleman Company pg. 8). Lastly to determine the targeted
demographic is the house hold income of the demographic. In the camping report 29% make
more than $100,000 a year, so that will be the selected target for Uncle Dan’s (Coleman
Company pg. 8). After using these resources my conclusions are that Uncle Dan’s ideal target is
a male living in the Northeast Central region, who is married or living with a spouse, is between
the ages of 25-44 and makes over $100,000 a year.
Geographic Target: Chicago, IL
Uncle Dan’s showcases a unique geographic area as the outfitter perfectly vocalizes its
points to provide equipment and other necessities to the metropolitan area of Chicago. Uncle
Dan’s geographically provides eight different stores around the Chicago area and one near
Milwaukee to give customers various opportunities to visit there shops. This gives the target
market an opportunity to get to their shops in various different places. In a recent research study
it showed that people will drive an average of 17 minutes to get to a local store to purchase what
they want (Marchant). So with eight stores in a variety of different places in Chicago, it helps
target a wider span of people.

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March 11, 2019
Uncle Dan’s Outdoor Store Company Profile
Purpose, Missionand History-
Uncle Dan’s Outdoor Store is a special business that is built by local dreams and the idea
of quality over anything. The owner of Uncle Dan’s is Brent Weiss and is driven by the memory
of his uncle Dan Winberg (Local Stories). The history of Uncle Dan’s began back in 1972 when
Weiss and his brother formatted an idea to “help outfit the great people of Chicago to explore the
outdoors” (Local Stories). The foundation came from a surplus army store and grew to
something more to the people of Chicago. “We don’t just sell the latest in clothing, footwear and
gear, we’re all about quality” (Local Stories).
Weiss focuses on that quality idea through his products and his employees. “I am most
proud of the exceptional customer experience our staff offers” (Local Stories). Weiss prides
himself on the idea that he hires only the best to support his brand. He doesn’t want people that

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don’t know the products, because if they didn’t, how could they help someone else who doesn’t
know the products.
To add to the family Uncle Dan’s has paired with Erehwon and Rock/Creek to help
people outside of the metropolitan area of Chicago get fitted for high quality outdoor gear. This
partnership was established 2018 with that goal (Udans.com/who-we-are).
Products-
Uncle Dan’s offers various assortments of gear for all activities, for this
specific instance the focus will be on the hiking and camping gear. As it
can be seen from the screen shot on the left, Uncle Dan’s offers many
categories of equipment to fulfill a Chicago camper’s needs. The screen
shot showcases that Uncle Dan’s has 14 different categories for camping
equipment including some of the more focal point items like backpacks,
tents and lighting.
In the 2017 camping report the highest selling item on the top ten list of items that
campers buy is flashlights and then coolers (Coleman Company pg. 26). Both are essential to the
camping experience and provide the basics of camping. When I look through the Uncle Dan’s
website menu, I see lighting (for flashlights), but I don’t see anything dealing directly with
coolers. This provides a broken connection from the consumer to Uncle Dan’s. Though it is not
on their menu page, when I look up coolers in the search bar there are 198 items that match my

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quarry. Then as I head into the lighting section of the website I found that there were 42 different
flashlights to choose from on Uncle Dan’s website page. So after searching through I found that
Uncle Dan’s provides a decent amount of volume for the top two searches within the website.
As well in the 2017 camping report, it indicates that the third highest selling item for
campers is a backpack (Coleman Company pg. 26). Given that fact, I will be examining the
amount of products that are under the backpack category and the price ranges that are given.
Starting off Uncle Dan’s offers a variety of backpacks as they have 18 different brands available
to purchase. In those brands there is the well-known ones such as North Face and Patagonia, then
other brands not as known such as Kuhl. In these 18 different brands there is 97 different
products and in those 97 different products there are six different types of backpacks
(Accessories, backpacking packs, day packs, hydration packs, kid carriers, kid backpacks and
lumbar packs) (udans.com/activity/camp-hike/backpacks).
Even though the website states the cheapest backpack is $6 that is only cleaning supplies
for a backpack. In all actuality the cheapest “backpack” is a fanny pack made by Patagonia for
$29. So the price ranges of the backpacks actually range from $29-$280, with the most expensive
backpack being the “Deuter Aircontact 65 + 10.” The aircontact is a backpack used for
professional hikers and people dedicated to the hobby of hiking and camping. When searching
for prices on this specific backpack on other companies websites, I found that normally the price
of one of these backpacks can range from $285-$300, so in that regards Uncle Dan’s is a cheaper
option by a little.

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Another backpack that I researched was the Fjallraven Kanken Greenland backpack. On
Uncle Dan’s website this backpack is retailed at $100. After various google searches I found that
multiple other suppliers provide the backpack at the exact same price. This means that Uncle
Dan’s doesn’t inflate their prices to go above the competition even with such a high quality
selection.
Another important aspect to campers is the selection of tents as camper’s camp with their
families, 37% camp with their immediate family (Coleman Company pg. 39). Tents rank as the

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fifth highest sold item to campers (Coleman Company pg. 26) meaning that it is an important
item to everyday needs of campers. As I searched through the tents section of the website I found
that there are 100 different items within the tents section of the website. Then as I searched more
thoroughly I found that 47 of the items were accessories for tents, so in all actuality there are 53
different types of tents. The cheapest tent that I found is the Eurka Solitare 1P tent that is priced
at $89.95. Then the highest priced tent that I found in the Uncle Dan’s online store is the Marmot
Limestone 6P tent that is priced as $489. This tent is one of the biggest tents and is listed as a
family tent as I indicated that people camp in families.
Locations-
Uncle Dan’s offers a variety of different ways to get a hold of their products including
eight stores in the Chicago area and one close to Milwaukee. The locations of the stores are as
listed Bannockburn, Lakeview, Lincoln Square, Evanston, Highland Park, Kildeer, Park Ridge,
Schaumberg and the location close to Milwaukee, Glendale.
Kildeer
Schuamberg
Park Ridge
Bannockburn
HighlandPark
Evanston
LincolnSquare Lakeview

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Each one of these locations reside in a more urban area of Chicago compared to being
located directly downtown. The closest to downtown Chicago is Lakeview, which is
approximately 25 minutes from downtown with traffic. The Lakeview and Lincoln Square
locations are the closest to the downtown feel of the Chicago, but the other locations are in more
suburb areas. With traffic all the other locations on the Uncle Dan’s website
(udans.com/locations) are about 30 minutes with traffic from downtown Chicago. The Glendale
location is an outlier of this group as they will have to try and play host to their own market as
they are an hour and fifty minutes from downtown Chicago, but only 15 minutes away from
Milwaukee.
Why Campers are the PerfectTargetforUncle Dan’s
Uncle Dan’s is an outdoor outfitter that can accommodate anyone’s needs when it comes
to camping equipment and accessories. Uncle Dan’s offers products for people from all walks of
life that want to come in and love to camp. The average camper as described is a male that makes
$100,000+ a year. This is a reason that these campers are in ideal target, because with that fact it
showcases a need for high quality merchandise when it comes to camping. Uncle Dan’s prefers
quality over the idea of quantity and with a focal group with a lot of money it becomes easier to
sell high end products.
The customers in the metropolitan Chicago area have a focus on going camping both in
the summer and in the winter preferably. This plays into the fact that Uncle Dan’s has numerous
amounts of winter and summer gear ranging from clothes to equipment needed to survive the
elements. During those months and other camping months, campers usually want a variety of

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things including flashlights, coolers, backpacks you name it. Specifically with the amount of
inventory they have in each one of these categories, Uncle Dan’s is prepared for any camping
adventure. Uncle Dan’s is able to supply all of that equipment, because they understand the
average camper and know what they need.
Another item that Uncle Dan’s has that proves they know the average consumer is the
amount of tents they have. The retailer has more than 50 tents including a variety of family tents
and larger tents. This is important to the fact that any basic camper needs a tent to camp outdoors
and a decent amount of times they will be camping with their family. So this variety of tents
allows for any coinsure of camping to be welcomed fully to the Uncle Dan’s family.
One of the many things that the owner of Uncle Dan’s prides the company as, is a
hardworking group of people that can find what you need and help assist in any way possible. In
various research I found that people don’t normally go out of their way to research before they
head to the wilderness. This factor gives Uncle Dan’s an advantage to the competition, because
Uncle Dan’s only employs people that know what they are talking about and gears his business
to that customer service aspect that people need.
All these factors showcase a company that is perfect for a certain set of people amongst
the metropolitan Chicago area. Uncle Dan’s is perfect for those that want to camp and those that
don’t exactly know how and what to do. The customer service provides advice, the selection
provides quality and the business itself provides a home for any outdoorsy people trying to
escape the busy city life of Chicago.
Media Plan Recommendations

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Magazine Recommendations
Magazine Name: Outdoor Magazine
 Rationale: Outdoor magazine was one of the mandatory magazines that I had to buy
from and it provided an excellent chance to interact with my targeted demographic. The
purpose of the outdoor is to provide entertainment to campers across the United States.
Though this fact does not fit within my geographic needs it provides a buzz within the
camping community as a whole. The Outdoor magazine reaches over 2.5 million people,
so with an ad it will reach a good portion of my demographic, which some of them will
be located in Chicago. The reason I chose to invest so much in this magazine is due to
that idea along with the age range is what I want out of my cliental. The average age of
Outdoor magazine is 45 (Outdoor media guide), so it fits nicely into my targeted age
group. The last reason that I wanted to focus in on outdoor magazine is because it is a
relaxed media source that can be seen clearly. Magazines are physical copies of ads,
which means that they can be kept and are left in your mind clearer then hearing
something. People are also in a relaxed setting when reading this media source, so they
take the advertisement in a more conscious state then in a busy setting.
 Ad Size and Position: The ad size that I chose to be located in Outdoor magazine was
1/3 page black and white. This ad will also be located in the June edition next to a story
about hiking. The June edition is their road trips editorial edition, so that works well with
Uncle Dan’s focus of exploring the outdoors with hiking equipment and other outdoor
equipment. Now the reason that I chose a 1/3 page black and white is because of a money

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factor. Due to the magazine being a national edition it costs more to put ads within the
publications, so I wasn’t able to put in a huge ad, otherwise my advertisements in
Chicago magazine would suffer, this is also the reason why I only chose one month. To
go along with that, even though it fits my specific demographic it doesn’t fit my
geographic focus, which is crucial to in-store sales.
 Ad Cost: The cost per ad within the Outdoor magazine was $40,215 for my 1/3 page
black and white ad. Since I only bought one month, the total cost to produce an ad in the
magazine ended up being $40,215.
 CPM: For my first CPM it was a lot lower then my second one as I decided since it was
against my geographic target, I didn’t want to spend the extra money on a larger ad space.
The CPM for the first ad was $16.09, which is not a bad price overall to reach 1,000
people. Though this is a good margin it still does not equal the margins of radio as that
medium is one of the least expensive per 1,000 people out there. The fact was that I took
a top music station in Chicago and it was still only seven dollars per thousand. For the
magazine I took the top outdoor magazine and it was $16.09 for a thousand people.
Overall this is a good CPM, but it doesn’t compare to the cheap aspects of radios CPM.
Magazine Name: Chicago Magazine
 Rationale: Unlike the Outdoor magazine this print media type fits directly with my
geographical target. The magazine however does not fit directly with my demographic,
because the basis of the magazine does not deal directly with camping, but everything to
do with Chicago. For this reason I decided to spend more money on this magazine type

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compared to Outdoor. I decided this on the fact that even though the Outdoor magazine
fits my demographic, there is a higher chance of sales due to the geographic factor of the
magazine. To add to my reasoning I found that 28% of Chicago magazines cliental
enjoys hiking (Chicago magazine media guide), so those hikers would help bring
revenue. Chicago magazines cliental also has an average age of 45 which fits in my
demographic and helps fit my target audience even without that niche focus.
I also decided that I would focus on magazines as my second best media source,
due to the way people intake this media source. In sources like radio they hear the
message and it can go right by them without knowing it. As well if someone is caught in
traffic they may be frustrated and in that case people will view your ad in a negative way.
The opposite is true for magazine ads, because when someone is reading a magazine they
are more relaxed and willing to be open to new content. Another factor is thinks are more
recognizable if they are seen compared to being heard, so in that regard there is another
negative for radio ads and positive for magazine.
 Ad Size and Position: The ad size that I decided upon was a full page within the inside
of Chicago magazine. The reason I made this choice is because if I was going to full on
into Chicago magazine I wanted to make sure that people recognized the Uncle Dan’s
brand and nothing helps that more than a full page ad. The advertisement will appear on
the inside for three consecutive months and those months are May, June and July. I
decided these months by what is on the editorial calendar for the Chicago magazine. In
May the magazine is doing a piece on summer travel, in June and July the magazine is
doing pieces over best summer ever. These two pieces can be used in Uncle Dan’s favor,

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in the summer travel piece there will be more than likely some natural adventures and
that’s when Uncle Dan’s equipment comes into play. Then the best summer ever can be
used in a similar fashion of the summer travel piece.
 Ad Cost: I spent the most on the Chicago magazine as the cost per ad for a full page was
$18,310 and with it appearing three consecutive months the total price comes to $54,930.
This is the second most that I spent on one media type as the first is on the Google term
“the Northface.”
 CPM: For my second CPM in magazine I spent a fairly large amount on creating a full
page ad in Chicago Magazine. The CPM on this one is larger because I wanted to spend
the greater amount to interact with my audience in Chicago magazine a little more than
the audience in the Outdoor magazine. This CPM is greater than any of my radio sources
as I decided upon getting the most expensive part of Chicago magazine. In magazine
CPM’s they can range based on the part you buy, for radio CPM’s it is consistent on what
the CPM is.
Magazine Recommendations
Magazine Name Cost Per Ad Ad Size
Ad
Position
Number
of
Insertions
Total Campaign
Cost
Circulation
(000)
Pass-
along
Rate
Total
Audience
(000) CPM
Outdoor Magazine $ 40,215.00 1/3 page B&W inner 1 $ 40,215.00 2,500 $ 16.09
Chicago Magazine $ 18,310.00 Full Page inner 3 $ 54,930.00 573 $ 31.95
Magazine Totals/ Avg $ 14,631.25 4 $ 95,145.00 3,073 $ 24.02
Radio Recommendations

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Radio Choices
 Format: The format that I have decided upon is country music, because I feel it best suits
my specific demographic. I came to this conclusion due to outdoor living and country
roots being similar in perspective. I then went more in-depth on my research of country
music and found that it fit my demographic fairly well. Country music by gender is
favored by women as they lead the percentage 53.38% to 46.62% (Katz Report). This
doesn’t exactly align with my target audience, but the results are fairly close that it
doesn’t matter too much. The fact is that in the camping pie chart from the 2017 camping
report, women and men were close to even. So even though women are favored in this
chart it isn’t a big deal since they were so close beforehand anyways. The factor that
favored my ideal target audience was the average of age of people listening to country
music. In the Katz report it found that the highest age range listening to country music
was 45-54 with 19.74% and then the second highest was 25-34 at 16.73% (Katz Report).
Both of these are key age ranges as my ideal target audience has an age range from 24-
55.
 Days and Daypart: The days that I will be choosing is the Friday before Memorial Day
and the Friday before that. Memorial Day this year is May 27th, so my plan is to have my
advertisements on May 24th and May 17th. This is important because on Memorial
Weekend most families spend the weekend outside and since my research shows that
family’s camp together it would be a great time to entice the consumer with Uncle Dan’s.
Since I am putting ads on the same station, but putting one in the a.m. and one in the p.m.

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I can use this to hit the target consumer on their way to work and on their way home to
make sure they recognize our message.
 Insertions: I chose to run one ad per hour for both the am and the pm, then I decided to
only run the ads for one day a week for two weeks. I chose this because I don’t think that
radio is a very effective source for our consumers to hear our message. I prefer a more
visual display of our information, because it is easy for a listener to be doing something
else at the time of our ad time. So I did a very minimal amount of advertisements for
radio, but I did want to hit a key weekend to try and affect the consumer a little bit.
Radio Insertion Worksheet
Station 1 Station 2
Chosen daypart am pm
Number of hours per daypart 4 4
Number of ads per hour 1 1
Total number of ads per day 4 4
Days per week ad runs 1 1
Number of weeks your radio ads will run 2 2
Total number of ad days for campaign 2 2
Total number of insertions 8 8
Station No. 1
 Name/call letters of station and format: WUSN-FM, Country, PM
 Reason: As I have indicated I bought this country station for it being the highest rated
country music station in Chicago. As I bought both AM and PM from the station, this is
one of the main stations I believe there might be a small impact. I chose my a.m. portion

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to influence a person in the morning and I bought the p.m. version to remind the
consumer about what they already know. I used this tactic to get the consumer to think
about Uncle Dan’s as they start heading into Memorial Weekend as I stated above.
Though I’m not a huge fan of an advertisement in radio, I thought to make it most
effective by using the source near the holiday weekend.
 Cost per ad: The p.m. portion of the radio ads were cheaper than the a.m. portion, so it
made a cheaper cost then my second set of ads. The cost per point in the a.m. section
according to the SQAD Spot Radio Cost-Per-Point Estimates was $594. Since the
country music station was rated a 3, I just multiplied the two numbers to get a total of
$14,256.
 CPM: My first CPM for radio was a little bit cheaper than the second portion of my
advertisement due to the fact that it is in the afternoon shift. My first CPM was $7.48 per
a thousand people compared to the $7.79 in the morning shift. Both of these totals are
cheap compared to all the other media sources as they all enter into the ten digit numbers
and so on. The thing about radio is with a cheaper CPM there is more of an opportunity
to buy more ads to solidify a spot in the consumers psyche.
Station No. 2
 Name/call letters of station and format: WUSN-FM, Country, AM
 Reason: I chose this specific station due to the fact that it is the highest rated country
music station in Chicago. This station has a rating of three while the other stations listed
had at best a rating of two. As stated above I chose country music, because it fits my

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demographic through gender and age. I also chose the am shift, because I wanted to get
people thinking about Uncle Dan’s store immediately in the morning so they remember it
and pass it on.
 Cost per ad: As I only bought a few ads from the radio portion of the assignment, my
total cost wasn’t very high compared to other media sources. In the am section the ads
were $619 per point according to SQAD Spot Radio Cost-Per-Point Estimates. So since I
bought 8 inserts, I multiplied 619 by 8 to get the total cost of $14,856.
 CPM: The CPM for my second advertisement with radio sits at $7.79 and this is so much
cheaper compared to other media vehicles. Radio hits more of a market for a cheaper
range as I can reach 238,000 people for a relatively cheap range compared to the other
media types. To reach close to the same amount of people for magazine I had to more
than double my CPM. Then for Google Ads it is not a comparison on which one is
considered cheaper as Google reaches a 1,000 CPM. This CPM is a little more expensive
then my other radio purchase as this is the morning shift for radio. In the radio shift I get
to reach more people compared to the afternoon shift, even though it doesn’t say that. So
due to that reason the morning shift is more expensive per thousand, but either way it is a
fairly cheap CPM.
Radio Recommendations
Radio Station Format Daypart Rating
Rating
(% )
Persons
12+ in
Market
Listeners of
station
(000)
Cost per
point (CPP)
Cost per :60
ad
No. of
Insertions
Total
Cost
CPM
(listeners)
WUSN-FM Country PM 3 3.0% 7,945,800 238 $ 594 $ 1,782 8 $14,256 $ 7.48

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WUSN-FM Country AM 3 3.0% 7,945,800 238 $ 619 $ 1,857 8 $14,856 $ 7.79
Radio Totals/Avg 6 6% 15,891,600 477 $ 1,213 $ 3,639 16 $29,112 $ 7.63
Google Keyword Recommendations
 Keyword list:
o Camping gear
o Camping
o Camping backpacks
o Camping tents
o Cool camping
o Camping Chicago
o Large tent
o Hiking equipment
o Family tent
o Camping lanterns
o Hiking backpage
o The Northface
 Rationale: For most of my terms I used the phrase camping, because it is probably the
most influential word to Uncle Dan’s service. Uncle Dan’s service is to provide camping
services to the clients so that was an obvious choice. Due to that fact my first word that I
looked up was camping equipment, I chose this term, because that is what Uncle Dan’s
sells and it provided a decent amount of traffic. The next term that I chose was camping,
this was a simple term that would get most campers directly to the online store. This

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March 11, 2019
would bring people that are interested in camping, even a little, to where they can buy
camping equipment. The next term that I searched was camping backpacks, the reason is
backpacks are one of the highest bought items according to the camping report. So this is
a key item for campers, so when they think about buying this important piece of
equipment they should think about buying it from Uncle Dan’s. Camping tents is the next
term, because it is also one of the most crucial items for any camper as it lists fifth on the
most bought camping equipment (Coleman Company). The next term, cool camping is an
interesting phrase that I stumbled upon that got a pretty decent amount of searches and
was fairly cheap.
Camping Chicago is probably one of the more ideal phrases and for that reason
decided to get the most expensive number for per click. As Chicago is the geographical
location it makes sense that this term would be searched and be given an Uncle Dan’s ad.
Large tents is the next phrase and just like before tents are an important tool in staying
outdoors. Like I included above campers camp with their family and so large tents is a
good example of a demographical phrase. Another similar term to before, hiking
equipment is an important focus on the Uncle Dan’s website as the Outdoor report proved
that people in Chicago love going hiking, so in return they need equipment. Family tents
is similar to that of large tents as the camping report has proved families camp together,
so they need a bigger tent and Uncle Dan’s sells those specific tents. In the camping
report one of the most bought items was a flashlight, but when I looked up camping
flashlight there wasn’t many searches for the product. However, when I looked up

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March 11, 2019
camping lanterns it was brought a good amount of searches. One of the most searched
products on the Google Ads search list was a hiking backpack and since Uncle Dan’s has
a variety of them it was important to create a Google Ad for the term. The final phrase
that I bought was the most expensive ad by far. One of the most recognized brands in the
United States is North face and Uncle Dan’s has a good relationship with the company as
it sells their products. Since Uncle Dan’s sells their products I figured it would be
important to be in the search for the brand. Due to the amount of volume and expenses in
the term I could only buy one month, but it is a crucial term to get people to the website
to buy this branded equipment from Uncle Dan’s.
 Most expensive keyword: In my expenses I decided to spend the most amount in Google
Ads because it is the most direct way to get to Uncle Dan’s target audience. Even though
the cost per click is a lot higher I believe it’s worth the cost because with the direct target
the brand will make the money up from the cost. Now the least expensive term that I
bought was large tent, as the cost per click was only $.29. I bought this because it is a
vague enough term that people will actually search it, especially due to the fact that it
gets at least 100 searches per month making the total cost $87 for three months of
searches. The most expensive term that I put an ad on is ‘the Northface’ I put an ad on
this phrase, because it’s a very well-known brand, so to be on the top of the search is
crucial to business. This phrase is $3.58 per click and so I put the click per month at
23,284 as the range went from 10,000-100,000 clicks per month. For that reason I was
only allowed to buy ads for one month as the cost provided nearly 50% of all my money

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March 11, 2019
spent on Google Ads as the total cost was $83,356. This is worth the amount of money
due to the cost of Northface gear and how much money can be made up being the top
search term for an A-list brand.
Google Ads Recommendations
Keywords / Keyphrases
Cost per Click
(CPC)
Total Clicks
per Month
Number of
Months Total Clicks Total Cost CPM (CPC)
camping gear $ 1.44 1,000 3 3,000 $ 4,320.00 $ 1,440.00
camping $ 1.22 10,000 3 30,000 $ 36,600.00 $ 1,220.00
camping backpacks $ 0.74 100 3 300 $ 222.00 $ 740.00
camping tents $ 1.27 100 3 300 $ 381.00 $ 1,270.00
cool camping $ 0.83 100 3 300 $ 249.00 $ 830.00
camping Chicago $ 3.14 1,000 3 3,000 $ 9,420.00 $ 3,140.00
large tent $ 0.29 100 3 300 $ 87.00 $ 290.00
hiking equipment $ 2.15 100 3 300 $ 645.00 $ 2,150.00
family tent $ 0.55 100 3 300 $ 165.00 $ 550.00
camping lanterns $ 0.88 100 3 300 $ 264.00 $ 880.00
hiking backpack $ 1.61 1,000 3 3,000 $ 4,830.00 $ 1,610.00
the Northface $ 3.58 23,284 1 23,284 $ 83,356.72 $ 3,580.00
Google Ads Total/ Avg $ 17.70 36,984 34 64,384 $ 140,539.72 $ 1,475.00
E-Newsletter Recommendations
Newsletter 1

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 Newsletter Type: Go Travel
 Ad Type: 300x250 Pixel Island
 Newsletter Type Rationale: I chose this specific newsletter type for my advertisement
placement because it is one of the only newsletters that can directly relate to camping.
The idea of this newsletter is to provide exclusive discounts and tips for traveling and
with that comes a chance to place an ad about camping. Most places that could be
included in the travel list will more than likely have outdoor destinations and with that
comes a need for hiking equipment from Uncle Dan’s.
 Ad Type Rationale: I chose the smallest ad type due to the fact that I believe that this is
the best newsletter to promote Uncle Dan’s, but newsletters as a whole are not my ideal
media source. For that reason I decided to spend my money elsewhere, but for this
specific newsletter I wanted to go with the smallest ad size so I could put the ad in the
newsletter for all 12 weeks of the three month period.
Newsletter 2
 Newsletter Type: Health and Wellness
 Ad Type: 468x60 Pixel Banner
 Newsletter Type Rationale: I decided to make another ad within a newsletter since the
Health and Wellness fits within in my targeted demographic. According to the Chicago
media guide this newsletter focuses health and exercise. This would provide a prime
opportunity for Uncle Dan’s to promote their product to those people that are all about

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exercising and in return would get some of the subscribers who focus on hiking for
exercise purposes.
 Ad Type Rationale: I chose the biggest ad size which was the 468x60 pixel banner,
because in the Chicago magazine media guide it stated that there were two main options,
but only gave an overall cost of the ad. To go along with that idea, I got the biggest ad
due to the fact that this specific newsletter only comes out the third Monday of every
single month. So to get the biggest ad makes sense with the number size being so low
compared to the other newsletter type.
E-Newsletter Recommendations
Source Newsletter Type of Ad Cost Per Ad
Number of
Weeks
Total Campaign
Cost Circulation CPM
Chicago Magazine Go Travel 300x250 Pixel Island $ 600.00 12 $ 7,200.00 8,920 $ 807.17
Chicago Magazine Health & Wellness 468x60 Pixel Banner $ 1,000.00 3 $ 3,000.00 32,000 $ 93.75
E- Newsletter Totals/ Avg $ 1,600.00 15 $ 10,200.00 40,920 $ 450.46
Strategy Thoughts
 Budget & CPM: CPM is an important measurement for advertisers to make sure that
they aren’t spending crazy amounts of money to reach a minimal audience. CPM stands
for cost per thousand, so that means it is looking at how much it costs to send a specific
message to an audience of a thousand people. Every single media source has varying
CPM’s to showcase the success of the project as some of them range from very high to a
minimal amount per a thousand people. For my specific analysis I found that the two
highest CPM’s come from Google Ads and E- Newsletter.

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When I found my data I noticed that because magazines and radio, weren’t as
specific as other ads they had a lower CPM considerably. After I got done purchasing my
two magazines I found that the average CPM of the two magazine purchases was $24.02.
This may seem considerably large, but it is nothing compared to my other CPM, well
besides radio. This CPM was also decent size due to the fact that I spent a considerable
amount of my budget on the magazine side of things as I bought a full page ad in Chicago
magazine which led to a total CPM of $31.95. Radio CPM is the cheapest CPM as the
totals only range around the $7 mark giving the advertiser a good amount of options to
reach tons of people. I still am not a fan of this media, so I don’t believe it is your best
bang for your buck, due to the overall benefits of the media type. The next two media
types are the most expensive when it comes to CPM as Google Ads is measured in the
thousands due to the specific nature of the media type. You pay a high CPM rate in
Google because you reach the consumer that you wanted directly. The newsletter has a
similar idea as the totals are in the thousands due to the specific nature of the mailing list.
The mailing list is direct to the consumer and is specific to the consumer’s needs.
After examining each media type in depth by their CPM, I have come to
conclusion that even though radio is the cheapest CPM it is not the best CPM to reach an
audience. If I had to rate the best CPM, as the ‘best bang for your buck’ I would say that
magazine takes that price. The reason that I make this claim is because it is a relatively
cheap CPM to directly hit a consumer and provide them with great details on a product in
a relaxed setting. Magazines can be very specific to the person that they are sold to as

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March 11, 2019
there are so many different types of magazines. So when I look at it, most magazines are
pretty direct to a consumer and with a CPM in the tens compared to the thousands, it is a
cheap option to place an advertisement within a magazine comparatively.
 Media Benefits: As I have gone through this media plan there have been various reasons
that I favored certain media sources compared to others. Each media source has its own
benefits that allow for someone to have success advertising with that specific source.
Starting with magazines, there are so many specific reasons why an advertiser would
select this media source. Magazines in general bring in a more relaxed environment as
people that read magazines are more than likely in a relaxed setting when they view the
media. Magazines in general bring in a more relaxed environment as people that read
magazines are more than likely in a relaxed setting when they view the medium. Along
with that factor normally magazine ads are viewed as higher quality due to the paper
quality of the magazine, the fact that it is produced only once a month and the fact that is
a print media source. Just about anybody can find something they are interested in as
there are hundreds of thousands different types of magazines in the United States.
Another huge plus for magazines is the fact that they can be kept for a long period of time
as the pass along rate for magazines brings in a huge margin of viewership.
Radio is a different in the regards that is not a source that can be seen, but has to
be heard. Radio ads have a different process of being within the consumers head as they
use time in the process of establishing time, place and circumstance. For radio you can
decide which time you want to produce an ad and with a lower cost for one ad, repetition

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March 11, 2019
becomes a key factor for radio. The most important factor for radio seems to be the fact
that it allows the consumer to hear the ad when they are at their least busy. The ads
usually are heard for people on their ways to work, out for lunch, driving home from
work or just at home. This factor allows for the consumer to be in a state where they are
in taking the info provided by the radio station, because nothing else is going on. Radio
also is effective in that fact that you can select a specific format that can use your ads to
hit the ideal target.
Lastly one of the most effective media sources to date is that of Google Ads. The
reason that Google Ads are so successful is because it is direct to the target audience.
Google allows people to make ads that specifically go to the demographic that they are
trying to hit on. The clicks per thousand number is higher than most media sources, but
that is paying for a specific person to enter into the site you want. Another factor that
makes Google an ideal system for people to use is the fact that certain key phrases are
extremely inexpensive. In my ads I used the phrase ‘large tents’ and the cost per click
was only 29 cents. The benefit of Google Ads can also be the fact that this media source
is an effective way to sell products that people are already looking for. Google Ads can
also be effective by the fact that it can easily pinpoint a geographically location and focus
in those ads to the area.

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March 11, 2019
Citation:
 Marchant, R. (2018, August 15). Consumers will travel 17 mins to reach a local
business. Retrieved from https://www.brightlocal.com/2014/05/01/local-business-
travel-times/
 Stories, L. (2017, May 31). Meet Brent Weiss of Uncle Dan's The Great Outdoor
Store in Lincoln Square and Lakeview. Retrieved from
http://voyagechicago.com/interview/meet-brent-weiss-uncle-dans-great-outddor-
store-lincoln-square-lakeview/
 Uncle Dan's. (n.d.). About Us. Retrieved from https://www.udans.com/Who-we-are
 Uncle Dan's. (n.d.). Uncle Dan's - Locations. Retrieved from
https://www.udans.com/locations
 Uncle Dan's. (n.d.). Camping Backpacks, Hiking Backpacks. Retrievedfrom
https://www.udans.com/activity/camp-hike/backpacks
 Outdoor Foundation. (2018.). 2018 Outdoor Recreation Participant Report.
 Coleman Company. (2017). 2017 Camping Report.
 Katz radio group. (n.d.). Katz Radio Group. Retrieved from
http://www.krgspec.com/
 Chicago Magazine. (2019). Chicago Magazine Media Guide
 Outdoor Magazine. (2019). Outdoor Magazine Media Guide
 SQAD. (2019). SQAD Spot Radio Cost-Per-Point Estimates Chicago, IL

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