This document provides a media plan targeting Gen Z audiences in Los Angeles and Columbus, Ohio with Levi's SecondHand resale products. It discusses the growing secondhand clothing industry and resale companies like Trove and ThredUp that are driving more sustainable fashion. Levi's SecondHand allows customers to sell back used Levi's in exchange for gift cards to purchase discounted secondhand items, keeping clothes out of landfills. The plan aims to target 16-27 year old Gen Z audiences in November through January to capitalize on holiday shopping. It provides an overview of Levi's brand history and sustainability efforts as well as products, pricing, and locations for Levi's SecondHand.

1. Brooklyn Bailey 03/31/22
Intro. to Advertising MediaPlanning
Levi’s SecondHand for Gen Z in Los Angeles and Columbus, OH
Introduction
Target’s Demographic Summary
 Age Range:Gen Z (Youngest – 10, Oldest– 27) Range wouldbe around16-27.
Target’s Psychographic Summary
 Wantingsustainable clothing
 Affordable thriftingpricesforGenZ
 Recyclable clothingtokeepoutof landfills
 Enjoyfindingunusual andvintage clothing
Target’s GeographicLocations: Los AngelesandColumbus,OH
Media Buy Overview
Total Cost CPM
Google Ads
Total / Averages 53,673
$ 2,796.00
$
Spotify
Spotify Podcast 1,000
$ 41.67
$
Spotify Music: Business, Culture & Society,
Health & Lifestyle 10,000
$ 43.48
$
Totals / Averages 11,000
$ 42.57
$
Outdoor
Los Angeles -- Summary 26,700
$ 0.47
$
Columbus -- Summary 17,750
$ 4.17
$
Outdoor Totals/AVG 44,450
$ 2.32
$
Total / Averages 109,123
$ 22.45
$ *
* Excluding Google Ads.

2. Thisis a mediaplan isprovidedbyme.Thisplanwill coverresearchandstatisticson the important
elementsof the resale industrythroughLevi SecondHand. The focuswillbe onwhatclientsare
interestedinsuchastheirsustainabilityandproductsbeingoffered. Itwill alsocoverthe targeted
audience of GenZ and whythriftingandsecondhandbuyingisstartingtobecome a new formof
purchase.
The plan will aimtotargetGen Z withinga3-monthtime frame.These three monthswill be
NovemberthroughJanuary.Ichose these three monthsbecauseIfeel these are prime shopping
months.BlackFridayisin NovemberandChristmasisinDecember.Peopleseemtospendthe mostfor
these twooccasionsanddealsare constantlysoughtafter.
Secondhand/Resale Industry
Today, the clothing industry is turning towards secondhand resale. This means that
certain brands are going through a company that is promoting the selling of used articles of
clothing at lower pricing while at the same time helping the earth by keeping these articles out
of landfills. The company spearheading this resale is named Trove. So far, the brands being
processed through the Trove facility outside San Francisco include Patagonia, REI, Levi’s,
Arc’teryx, Taylor Stitch and Eileen Fisher. According to Forbes, there is going to be more brands
soon to join in on this opportunity. (Debter, Lauren)
Trove has the main responsibility of not only selling used products but processes them
as well. They take in the inventory, inspect for authenticity, and then they go as far as
repackaging the product in its own brand style before shipping it out to the customer. (Debter,
Lauren)

3. ThredUp is another example of a company partaking in the secondhand resale.
According to ThredUp, it is becoming easier for people to sell online. This is causing more
consumers to purge their closets in search of new clothing. Instead of these cloths ending up in
the trash though, ThredUp is rebuying clothing from people in hopes of reselling the items
collected. With the pandemic causing thrifting to become popular, it is stated that 33 million
people had bought secondhand for the first time. This only acerated post-Covid. With the
statistics on the rise, it is predicted that the secondhand market will double in the next five
years reaching $77 billion. (ThredUp Inc.)
As mentioned above, the focus for repurposing used clothes isn’t just for the fun of it. It
is a new effort on recycling, but this time it has nothing to do with cardboard or plastic. Landfills
recently have started to lose space. According to the Waste Business Journal, “over the next
five years, total landfill capacity in the U.S. is forecasted to decrease by more than 15%. This
means that by 2021 only 15 years of landfill capacity will remain.” (Thompson, James) The
world may want to ignore the statistics right in front of them, but sooner or later, this issue will
catch up to us. That is why companies like ThredUp and Trove started. By getting people excited
about purchasing used cloths at discounted prices, it keeps those same cloths from being
dumped into landfills. This could give the human population more time to come up with
solutions on our current landfill dilemma.
Levi’s Secondhand Company Profile
Levi Strauss Overview

4. Levi Strauss was an immigrant from Bavaria that moved to the U.S. in 1852 during the
gold rush. When arriving in San Francisco, Levi decided to open a dry goods company. He
quickly learned of a demand for a type of clothing that could endure harsh work for the
hardworking people living around the area. This led to him, and his friend named Jacob David to
come up with the first waist overalls in 1873. These were made by combining rivet
reinforcements and tough denim. Today, they are better known as the famous “blue jeans.”
These jeans started not only being worn by the workers, but others as well. These included:
Miners, cowboys, rebels, rock stars, presidents, and even just everyday people. (Inc.
Levi/History)
Today, there are around 500 stores worldwide and over 100 products available for
purchase. Along with the Levi brand, two others are also known within the company. These are
the brands Dockers and Denizen. (Inc. Levi/Clothing)
Along with the famous brand name came their message of sustainability. They plan on
“sourcing more sustainable materials and finding ways to use less water.” The goal is to make
better clothes that can last longer. WellThread is said to be the most sustainable designed
collection. They are modeled on four principles: materials, people, environment, and process.
With these, they hope it will ultimately help better the planet and communities. At the Worker
Well-Being factories, the clothing is made by a rain-fed cottonized hemp, waterless
technologies, and recycled materials. All the clothing made there is 100% recyclable. Examples
include the puffer jacket. Being made from recycled bottles and waste resulted in less energy
being exerted from making it. This, in turn, reduces our dependency on fossil fuels. Being made
to last also has some very desirable results. With clothes lasting longer, it means not having to

5. throw them away as much. According to Levi, by “wearing a garment 9 months longer, it shrinks
our carbon footprint by 30%.” This could be a game changer for all those environmental
enthusiasts. (Inc. Levi/Sustainability)
Levi’s Secondhand Overview
Levi’s SecondHand has certain purposes for what and why they sell secondhand
products. Keeping the clothing out of landfills is the main reason but not the only one.
According to ThredUp, “Buying mostly secondhand clothing reduces a personal CO2 footprint
by 527 pounds. That’s equivalent of charging your smartphone 30,486 times.” By reducing our
footprint, we are helping to keep our Earth clean and healthy.
As to the why they do it. Many people have clothing sitting in their closets that is
collecting dust and eventually disposed of. By Levi offering a return and resale option, this
further helps the footprint problem.
Levi’s SecondHand is the repurchasing and reselling of just used Levi jean apparel but this opens
the idea of it becoming popular for other companies as well. As a small overview of what is
offered; customers have the option to look through the used Levi clothing and can purchase
them at what would be a discounted price from the original new product. The purpose of
buying used clothing is as stated earlier. Keeping these used articles in circulation of the
population keeps them out of the world’s landfills and ultimately helps save the environment.
(Inc. Levi/Sustainability)
Another reason that Levi SecondHand was brought about is to give the Levi brand
credibility. By offering the option to rebuy their used products, it shows that Levi has certainty

6. in their products sustainability. When the company itself believes in its product, then the
people do as well. (Inc. Levi/Sustainability)
Products and Services
The first step to the process is receiving old and used Levi denim from customers. The
employees judge if it is usable and in relative decent condition. If the product is deemed
resalable, then Levi will award a gift card as payment for the used articles. The costumer must
keep in mind that you can only bring their used products to a Levi location that takes them. The
products are then cleaned, sorted, pictures are taken, and soon are ready to be resold. People
can then go to the Levi SecondHand site to find these articles for sale at a discounted price then
the original new price. These articles can be bought from anywhere in the country. There are
currently 2,372 items to choose from with more added each day. The collection includes
Vintage, Vintage Shorts, Made in the USA, Early 2000’s, 501 Shop, SilverTab, and Levi’s
Authorized Vintage. Vintage and the Vintage Shorts collection contains older Levi articles that
support the statement from past eras being brought forth by the current generation. The 501
collection was created with rivets to make the jeans more durable as work jeans. Today, they
are referred to as Blue Jeans, but they now embody more than just work. They now embody
style. Made in the USA is Levi’s premium line of products. They are made in Texas with the
campaign embracing the classic worn-in jeans. Red, white, and blue are seen continuously as a
tribute to the American flag. The early 2000’s are somewhat similar to vintage but with more
rips and tears in the jeans give them a whole new appearance. SilverTab is just their apparel
crafted in the late ‘80s to ‘90s era. These are known as the grunge denim. Finally, Levi’s
Authorized Vintage their denim that is wither 100% unaltered or carefully retooled with

7. minimal adjustments. These are the few options they do except and resell. Some of the articles
they don’t sell but are listed for sale on their regular homepage are sweaters, sweatshirts, tops,
t-shirts, overalls, jumpsuits, dresses, skirts, loungewear, and other accessories. (Inc. Levi/Trade-
In)
Price
As for the prices of these products, the only way to know if one is truly saving money
buying secondhand is to compare the product to the new version of that product. Doing some
research within the Levi site, three products were chosen at random for this very purpose. The
first is a 501 Original Shrink-to-Fit Men’s Jeans. The Price for a new pair is $59.99 while the
secondhand price is $36. An Original Sherpa Trucker Jacket is priced new for $156.98 while the
secondhand price is $77. Finally, 501 Vintage Shorts are originally priced as $128 while the
secondhand is $78. After going through different products, I also was curious as to what
products as a whole are the most and least expensive. The most expensive collection was the
Levi’s Authorized Vintage. It makes sense because these are original apparel that is in the best
condition. The least expensive seemed to be the 501 Originals. These clothes are the most
common finds which is probably why they are the cheapest. With the results shown from the
three products and overall viewing, it can be concluded that the customer buying from
secondhand is saving a descent amount of money when choosing to buy used over new. (Inc.
Levi/Clothing)

8. Place
Levi SecondHand jean products aren’t just found on the Levi webpage. They are sold at
multiple places online as well as instore. Searching around on google maps, various locations of
Levi stores were discovered. This resulted in clusters as well as stand alone stores in certain
states and areas within those states. The state containing the most is California. Three stores
specifically are located in Los Angeles. Other clusters of around two exist in Miami, Florida and
Chicago, Illinois. The other locations are spread apart, but observation concluded that the
stores tend to be more along the coast or a body of water. Not many exist within the Midwest.
In total, there are 241 Levi stores in the U.S. alone. (Maps, Google) As for places to shop Levi
secondhand products; they can be purchased on the Levi SecondHand official site, ThredUp, JC
Penny, Lulus, Etsy, Poshmark, Nordstrom, Walmart, eBay, Kohl’s, and other not well-known
sites. Within most of these sites you can either buy new or some allow for trade-in and resale.
To specifically trad-in Levi apparel, you can’t mail them in. You must first set an appointment at
a Levi store and bring the apparel in person. (Shopping, Google)
After researching through the statistics given on secondhand vs new and the big
message the company is trying to portray, it shows that the future of secondhand could
become a new way of shopping.
Target Audience: Gen Z in Los Angeles and Columbus
Age Demographic of Secondhand Shoppers
Secondhand shopping has caught the attention of a new generation the world didn’t see
coming. Gen Z is notorious for their love of secondhand shopping, or in better terms, thrifting.
But who is this Gen Z? Periods of years have been grouped together and labeled to represent

9. each generation. Upon researching age ranges of Gen Z, the results concluded that many
different sources agree with the year range, as well as some that may differ slightly. The three I
studied agree on the year range. They concluded that this generation is between the years
1995-2012. This making the youngest 10 and the oldest 27. Secondhand resale has caught the
attention of the upper portion of this age range as the younger don’t have the income to buy
clothing for themselves. (Thomas, Michael) (Babos, John) (Anthony, Steve)
ThredUp’s “Who’s Thrifting and Why,” goes more in detail of how Gen Z relates to the
world of secondhand. Thrifting has always been a possibility; it is only now that it is gaining
momentum. Gen Z compared to other age groups may have some effect to why this may be.
Millennials share the love of thrifting as well, but when you look at Gen X and Baby Boomers,
you will find that their percentage of thrifting compared to that of Gen Z is significantly lower.
This is because Gen Z is the generation that is buying the most clothes. They like to spend
money and keep up with fashion trends. Thrifting has become a way for them to do both. The
other generations weren’t as infatuated with this ideal. They could only find secondhand
clothes on garage sales or at donation centers such as Goodwill. They didn’t see thrifting as a
trend and more of just another buying option. This mindset has stayed with the Gen X and Baby
Boomers, but the Millennials have jumped on the thrift train with Gen Z. (ThredUp, Inc.)
PsychographicElements of Gen Z
Thrifting is still about sustainability. According to ThredUp, “1 in 3 consumers care more
about wearing sustainable apparel then before the pandemic.” Levi SecondHand has proven to
be a reliable source for this demand. They have proven this by having consistent, loyal
customers, and a good reputation. By promoting their secondhand program, they are showing
that their denim can be trusted as sustainable and durable. (ThredUp, Inc.)
Even though buying secondhand is still about sustainability, there are now other
purposes it serves. The first and foremost being saving money. A lot of the costumers like to
feel they are getting a deal and still being able to pull of that trendy look that their friends have
accomplished. Levi SecondHand provides this service by offering secondhand denim at a
cheaper cost than what the original price would be when purchasing new. Not only does this

10. help people such as broke college students, but young mothers of this generation as well.
Starting a family isn’t always easy, and where money can be saved is a great help. Some moms
struggle to give their children the new clothes they want but thrifting cheaper versions of them
make it affordable to purchase good quality clothes. In saving money in this department, it may
help cover costs elsewhere. This could include starting a college savings account or extra money
put towards groceries. (ThredUp, Inc.)
As with getting good deals and saving money, this generation is very involved in the idea
of helping to take care of the environment. Wearing secondhand has proved to be a sort of
recycling method, but instead of plastic bottles, and cardboard boxes, clothing has joined the
collection. Levi SecondHand is aligned with this generation’s demands. Their statements of
wearing secondhand to keep clothing out of landfills shows Gen Z they mean business. With
this new thought process, it is found that “51% of consumers are more opposed to eco waste
and 60% are more opposed to wasting money than before the pandemic.” (ThredUp, Inc.) This
percent could increase as the demand for saving the environment increases.
“Thrifting is a lifestyle.” (ThredUp, Inc.) As mentioned above, some of Gen Z do thrifting
just for the fun of it. “Nearly 1 in 2 thrifters prefer brands that offer the excitement of not
knowing what they’ll find.” To them, it is more like a treasure hunt. Seeing what original,
interesting pieces can be found draws their interest to this hobby. Levi SecondHand has proven
to be a resource for these interesting finds. The site is constantly offering new clothing that is
turned in. These pieces can range from recent years or from years that go way back. With this
generation it seems that fashion trends are of high importance. Thrifting is not only a lifestyle
but a trend in itself. Further proving the popularity of this new trend, ThredUp found that “over
40% of millennials and Gen Z shoppers have shopped secondhand apparel shoes, or accessories
in the past 12 months.” It may be safe to assume that this number will only grow higher.
According to a chart in the category “Transforming Closets” on the ThredUp site, “Secondhand
is expected to be 2X bigger than fast fashion by 2030.” (ThredUp, Inc.) Fast fashion is a type of
fashion that comes from popular trends found on runways by famous designers or clothing
worn by celebrities. This can cause people to constantly buy new cloths according to these

11. trends that don’t typically last that long. With thrifting on the rise, fast fashion seems to be
decreasing.
Going along with what is currently trending, Gen Z is seen to like vintage. Thrifting and
vintage go hand-in-hand. According to Alves, a writer for The Vou, “Vintage is a term used (in
fashion) to describe old clothing made between 20 and 100 years ago.” She claims that any
clothing before that range would be no longer considered vintage but antique. (Alves, Ana)
Although clothing that is 100 years old may not be found for sale on a secondhand site, this just
gives greater credibility to the concept of how unique thrifting can be. Secondhand clothes are
just that; apparel bought in the past. Some are older or newer than others, nut credibility is all
up to the customer.
Contrasting to the research on secondhand purchasing being cheaper, some vintage
items may cost more than one thinks. According to The Next Cartel, it can become extremely
expensive to purchase specific secondhand finds. This is due to the fact that the fashion
industry is picking up on this popular demand, and they see that Gen Z is more likely to spend a
lot of money pursuing it. They said, “It seems like Gen Z is more than willing than any other
generation to pay the price for getting some fashionable second-hand clothes.” (Zouitina, Noor)
Just as people thought they were getting a good deal; the fashion industry seems to be
exploiting this new trend. Even shopping in the secondhand vintage category of the Levi site,
one will find that the prices in this department are higher than normal categories.
Lastly, research has shown that Gen Z along with liking vintage items, still wants to wear
the popular brand names. With Levi leading the charge proving that a secondhand buying and
trading option can be achieved, it is becoming a popular demand through this generation.
ThredUp had a survey with a percentage of Gen Z’s thoughts. The results showed that 43% of
costumers would shop with brands that would let them trade in their old apparel form that
company. 34% showed interest in shopping with popular brands that would consider offering
selling secondhand along with the new. Going back to the concept of sustainability, 32% said
they would view a particular brand as high quality is they sold secondhand as opposed to just
being able to purchase the new clothing. (ThredUp, Inc.)

12. Geographic Target: Los Angeles and Columbus, Ohio
As with knowing what and why a specific target audience is interested in thrifting, we
must also know why it makes sense to target specific locations such as Los Angeles and
Columbus, Ohio regarding the Levi SecondHand company.
First, we must dive into why it makes sense to target these two metropolitan areas.
Joybird is an online furniture company that prides itself on “quality over quantity.” They make
homemade furniture according to the specifications of the customer. While this company
does this, they also indulge in thrifting. Their main base is in Los Angeles with show rooms in
other states such as Brooklyn, NY, and Washington D.C. They wanted to conduct a study
through the help of Yelp to rank cities throughout the U.S. on the best places to thrift. To do
this they had some basic factors they would base their rankings upon. These include: the
number of thrift stores, flea markets, clothing donation centers, and home organization
services per 100,000 people. They also are taking into account the star ratings and price levels
of the thrift stores and flea markets. (Joybird, Inc.)
According to Joybird, the best cities for thrifting include availability to access
secondhand goods, affordability, and high-quality stores. Another factor they feel is of high
importance in the number of donation centers. The more there are means more donations can
be collected. This is because when more centers are spread over a wider area, it makes it easier
for people to travel to one nearest to them. (Joybird, Inc.)
As to why the focus is on Los Angeles and Columbus, OH; research has shown a variety
of information that would make these ideal locations for thrifting and a good location for Levi
SecondHand to sell their product. These places also contain Levi stores that trade-ins can take
place. There are currently three Levi stores located in L.A. with one offering trade-in. In
Columbus there is only one store, and it also offers trade-ins. On the Joybird website, a chart
ranking cities on the quality of thrifting can be seen. Upon study, it is shown why L.A. and
Columbus are good places to target. L.A. is a great target due to it having a large population,
and California has the most Levi trade-in locations on the current list on their website. As for
thrifting in general, their score didn’t even make it in the top five. Although the city got decent

13. Yelp reviews, it was ranked lower due to higher prices than other places and low number of
thrift stores and flea markets. Even with these negatives, it is still a great choice to target due to
its population. This means being able to advertise to a lot of people in a composed place. It also
means the message will be easily seen. (Joybird, Inc.)
Columbus was another pristine target. This may come as a surprise because it is
considered a smaller city. This city is also the only location in Ohio to have a Levi trade-in. The
difference between Columbus and L.A. is that Columbus ranked number three in the chart. The
city may be small, but thrifting is thriving. It consists of a decent amount of thrift stores
compared to its population. Even with that accomplishment, what really ranked it above others
is the quality of the thrift offered. Their Yelp reviews were some of the highest, scoring even
higher than some of the larger cities. They have some of the “highest rated flea markets” as
well. (Joybird, Inc.)
The data withing the raking chart, as well as other sources conclude why these two
cities would make sense to target for this study.
Why Gen Z is the perfect Match for Levi’s SecondHand
My Target Wants: Levi’s SecondHand Offers:
Sustainability Proven to be sustainable and durable through its
reputation, loyal customers, and through their
secondhand line.
Save Money Provides secondhand clothing at a cheaper price
compared to the cost of buying new.
Take Care of Environment Secondhand program was created to help the Earth by
keeping clothes out of landfills and instead recycling them.
Lifestyle/For Fun Provides trendy styles that can be unique ad original.
Vintage Levi Secondhand site has a specific category pertaining to
this want.

14. Popular Brand Demand Levi is already a popular brand that is giving into the
demand for secondhand resale that Gen Z is wanting from
other brands as well.
Media Plan Recommendations
Google Keyword Ad Recommendations
Why Google Ads work for reaching Gen Z
Google ads have proven themselves to be affective when trying to reach the
generation known as Gen Z. They have a tendency for being able to reach them at the right
time, place, and circumstance. What Google ads have over other formats of advertising is the
ability to reach their target more efficiently. This is done through the users’ keyword searches
and history. Ads that contain those key phrases help Google know when and where certain ads
should show up. Google basically filters what a user seems interested in and shows relatable
content. Gen Z is notorious for being online. They are also even referred to as not only Gen Z
but the I-Gen. This makes Google a great way to decide what ads should be shown to the right
people.
Keyword List and Rationale:
 Levi Secondhand – This is the brand name the media plan is covering.
 Slow Fashion – Relates back to respecting the environment. It is in direct
contrast to the unpopular “fast fashion.”
 Sustainability – Gen Z is looking for clothing that will last.
 Denim – Levi SecondHand’s products are all denim.
 Affordable Fashion – The secondhand concept is promoting products to buy
used at a cheaper price. Gen Z is very has shown great interest in clothing that is
cheaper.
 Popular Brands – Gen Z likes to roll with what is trending. Being associated with
a popular brand such as Levi SecondHand will promote sales.
 Denim Jeans – Product that Levi SecondHand provides.

15.  Vintage Clothing – Product that Levi SecondHand provides.
 Eco-Friendly Clothing – Levi SecondHand has a big campaign to keep their old
products out of landfills. Gen Z is very passionate about helping the planet.
 Resale – Levi SecondHand is the rebuying and reselling of their products.
 Reusable – Clothing that is thrifted is getting reused. Levi SecondHand provides
this service.
 Clothing – Basic word that describes what Levi Secondhand has.
 Outfits – Another word that relates to clothing but is different in regards to it
can mean an entire outfit over just a singular item.
 Work Pants – Levi SecondHand first started making work cloths and still do.
 Denim Jacket – Product that Levi SecondHand provides.
Keyphrase Cost Range:
Most Expensive – Eco-Friendly Clothing ($10 per click)
This keyword is the most expensive at the moment due to its popularity as of late. Upon
the research I have done throughout this plan, it is now transparent Having an eco-friendly
option for clothing is perfect. The statistics show that Gen Z is into thrifting for the fact that it is
eco-friendly. Wanting both of those ideals together is what makes this keyword all the more
expensive.
I tended to choose the most expensive option for the key phrases. On a few, I went
cheaper because they weren’t as popular, but the others were more expensive. I chose to do
this because I knew that people only scroll so far down a search page for what they are looking
for. As I stated above, Google has the best time, place, and circumstance to find those
interested shoppers. I wanted certain phrases to be at the top of the page, so I spent more
money on clicks per month and the number of months the word is purchased. I spent more on
certain words because they were very popular and had competition with other brands and
stores using those same key phrases. When I decided to spend less on a key phrase, I felt it
wasn’t as popular, and I didn’t need to spend the top dollar for the viewer to see it. I also didn’t

16. purchase as many clicks per month as well as number of months if they weren’t being viewed
as often.
Least Expensive – Vintage Clothing ($0.48 per click)
Google Ads: Keyword-Based Search Ads
Spotify Recommendations
Why Spotify works for reaching Gen Z:
Spotify is another great platform for reaching Gen Z. Although it doesn’t have as many
benefits that Google has. It still can get a message across to a wide variety of that generation.
Gen Z today, as I mentioned earlier, are very into technology. They tend to spend a lot of their
free time immersed in their phone. They to listen to podcasts as well as favorite playlists.
During the ad commercial breaks in between these songs and podcasts are the perfect places to
speak to an actively listening audience. Spotify is a platform that offers both. This is how they
reach Gen Z.
Spotify variables that do not change:
 Schedule start/end dates: 11/01/22 through 01/31/23
 Target locations: Los Angeles, CA & Columbus, OH
 Age: 16-27
 Estimated impressions definition: The estimated number of ads within the ad
set served.
Keywords/Keyphrases
Cost Per Click
(CPC)
Total Clicks
per month
Number of
Months
Total Clicks Total Cost CPM (CPC)
Levi SecondHand 8.23
$ 500 3 1,500 12,345
$ 8,230
$
Slow Fashion 1.91
$ 500 3 1,500 2,865
$ 1,910
$
Sustainability 3.07
$ 300 2 600 1,842
$ 3,070
$
Denim 3.67
$ 400 3 1,200 4,404
$ 3,670
$
Affordable Fashion 0.91
$ 200 2 400 364
$ 910
$
Popular Brands 1.32
$ 200 2 400 528
$ 1,320
$
Denim Jeans 2.54
$ 500 3 1,500 3,810
$ 2,540
$
Vintage Clothing 0.48
$ 200 2 400 192
$ 480
$
Eco-Friendly Clothing 10.00
$ 600 3 1,800 18,000
$ 10,000
$
Resale 0.51
$ 300 3 900 459
$ 510
$
Reusable 3.65
$ 300 3 900 3,285
$ 3,650
$
Clothing 3.21
$ 500 3 1500 4,815
$ 3,210
$
Outfits 0.83
$ 50 1 50 42
$ 830
$
Work Pants 1.00
$ 300 2 600 600
$ 1,000
$
Denim Jacket 0.61
$ 100 2 200 122
$ 610
$
Total / Averages $2.80 4,950 13,450 $53,673 $2,796

17.  Estimated reach definition: The estimated number of unique users who will be
served your ad at least once.
 Estimated lifetime frequency definition: The estimated average number of
times each user will be served your ad over the lifetime of the campaign.
 CPM people definition: Cost per 1,000 people
Spotify Podcast
 Screenshot:
 Budget: $1,000
 Budget delivery likelihood: Green
High
 Cost per person: $0.04
 Estimated number of ads
purchased:
45,600
 CPM People: $41.67
Spotify Music
 Screenshot:
 Real-time context: Business, Culture &
Society, and Health & Lifestyle make
sense because Gen Z is very interested
in these ideals that align with the brand
Levi SecondHand.
 Budget: $10,000
 Budget delivery likelihood: Green High
 Cost per person: $0.04
 Estimated number of ads purchased: 483,000
 CPM People: $43.48
Spotify Placements
Spotify Content Choice Budget (cost)
Estimated
Reach,
Maximum
Cost per
person
Estimated
Lifetime
Frequency,
Maximum
Est. No. of Ads
purchased
CPM
(Impressions)
CPM
(People)
Spotify Podcast 1,000
$ 24,000 0.04
$ 1.9 45,600 27.50
$ 41.67
$
Spotify Music: Business, Culture & Society,
Health & Lifestyle 10,000
$ 230,000 0.04
$ 2.1 483,000 22.88
$ 43.48
$
Totals / Averages 11,000
$ 254,000 0.09
$ 2 528,600 25.19
$ 42.57
$

18. Outdoor Recommendations
Los Angeles, CA Summary
 Total number of outdoorads: 2
 Total number of campaign impressions: 211,396
 Total Cost: $30,000
Location No. 1
 TELEGRAPH RD NL 125F E OF DUNCAN
AVE WF
 Illumination: No
 Advertising Strengths: N/A
 Weekly Impressions: 107,019
 Panel Size: Poster
 4-Week Cost: $400
 CPM: $0.04
 This location was chosen because of its
proximity to a Levi outlet. Promoting the product close to its store has its
benefits. The ad could include information that a store is just ahead making is
convenient for people to stop there along the way.
Location No. 2
 5 Fwy EL 500' S/O Slauson Ave.,
NF
 Illumination: Yes
 Advertising Strengths: This state-
of-the-art digital bulletin is located
on the 5 Freeway and targets
commuter traffic traveling between Downtown Los Angeles and Orange County.
This digital is on the 5 Freeway, which was recently declared to be the worst
traffic bottleneck in the entire State of CA. This board is also in very close
proximity to the Citadel Outlets and Commerce Casino.
 Weekly Impressions: 561,840
 Panel Size: Bulletin
 4-Week Cost: $8,500

19.  CPM: $0.89
 This second location was also chosen for its proximity to a Levi Outlet. This one is
a little more expensive, but it is seen by a lot more traffic on their way more
towards LA. The number of people that see it is another reason for my choice. It
is seen over half a million times. Even if the people aren’t drawn to the store a
few miles ahead, it will cause them to see it a lot and maybe end up buying from
the store later online.
Location No. 3
 365 W Mound NS 25Ft E/O Central
F/W – 1
 Illumination: Yes
 Advertising Strengths: This left-hand
display is located on the westside of
Columbus.
 Weekly Impressions: 216,709
 Panel Size: Bulletin
 4-Week Cost: $7,000
 CPM: $7.15
 This location may seem a little random, but I had reasons for choosing it. It is in a
great location to start. It is along one of the many main highways to enter the
heart of Columbus. It is also right next to a supermarket, so when people stop to
grab groceries, they will see it every time they go. It also has a decent amount of
people seeing it. Because it is along a highway, there is no way to avoid catching
a glance at it as one drives by.
Location No. 4
 172 W Fifth NS 105Ft EO Highland
FW-1
 Illumination: Yes
 Advertising Strengths: This left-hand
display is located within housing on
The Ohio State Campus. OSU Stadium
& Hospital are within a .5 mile.
 Weekly Impressions: 67,258
 Panel Size: Poster
 4-Week Cost: $1,250
 CPM: $1.19
 This location may not have as many people see it as the other three, but it has a
good location. As stated in its strengths, it is located near Ohio State, their

20. stadium, and a hospital. This means that different people are seeing the poster
rather than just the same people every day. We are not necessarily targeting
college students, but it just so happens that our target, Gen Z is amongst the
people seeing the ad.
Outdoor Placements
Strategy Thoughts
 Budget & Media
After completing the media plan, I have chosen different strategies when going about it.
As to if it is worth buying the ads, it most definitely is. These three media vehicles are all great
platforms to get the message across, but certain ones are better equipped to reach the target
more efficiently. I have mentioned multiple times that Google ads are the way to go. They have
the advantage of being able to keep track of what individuals like and are searching for by
investigating search histories. Most of the budget given went to buying these ads. Although
they are effective, I also chose to spend a good chunk of the budget in Outdoor as well. They
may not reach the target completely, but they are seen by thousands and at multiple times in
the day. Spotify was where I spent the least amount of money because although it gets the
advertisement out there, not all people use it for their entertainment. The upside to them is
that it is cheaper to reach the target over Google.
Google is what I believe in the end to be the best at delivering a message at the right
time, place, and circumstance. The ad appears when a user gets online (time), they appear
DMA
Type of
Outdoo
r
Location or
Lat/Long
Weekly
Impressions
4-week Cost
Number
Of 4-
weeks
(months)
Total
Campaign
Cost
18+
Population
(000)
4-week %
Reach
4-week
Populatio
n Reach
(000)
CPM
Los Angeles, CA Poster
TELEGRAPH
RD NL 125F E
OF DUNCAN
AVE WF 107,019 400
$ 3 1,200
$ 18,710 50.8% 9,505 0.04
$
Los Angeles, CA Bulletin
5 Fwy EL 500'
S/O Slauson
Ave., NF 561,840 8,500
$ 3 25,500
$ 18,710 50.8% 9,505 0.89
$
Los Angeles -- Summary 668,859 8,900
$ 26,700
$ 19,009 0.47
$
Columbus, OH Bulletin
365 W Mound
NS 25Ft E/O
Central F/W - 216,709 7,000
$ 2 14,000
$ 2,079 47.1% 979 7.15
$
Columbus, OH Poster
172 W Fifth
NS 105Ft EO
Highland FW- 67,258 1,250
$ 3 3,750
$ 2,079 50.6% 1,052 1.19
$
Columbus -- Summary 283,967 8,250
$ 17,750
$ 2,031 4.17
$
Outdoor Totals/AVG 44,450
$ 2.32
$

21. along the sides or bottom of different sites the user is using (place), and depending on what is
being searched, the ads adhere to what the user is interested in (circumstance).
 CPM Analysis
CPM means cost per 1,000 viewers. It is used to evaluate how effective it can be
depending on the media types and vehicles. The first type used is the internet, and the vehicle
was Google. The second type is radio, and the vehicle is Spotify. Lastly, the type is outdoor, and
the vehicle is bulletins and posters. CPM is used throughout al of these. It helps determine how
many people will see an advertisement at the right place and time. It is impossible to reach
your entire target, so it is broken down into the segment of cost per 1,000 viewers. When we
buy ads, we are really buying people. When we buy Google ads through the Internet, we are
buying the people who click on them. It is easy for Google to reach these people for reasons I
have kept repeating. They are effective at reaching the target intended. Outdoor and Spotify
still reach a portion of this target, but not as efficiently. To spend more CPM on these ads over
Google wouldn’t gain much profit. Yes, over 100,000 people may see it, but not all will be
interested in it. This also doesn’t account for with Outdoor ads, you may get the same person
viewing it multiple times a day. Same can be said for Spotify. The same listener could hear the
same ad multiple times and still not be interested.
It seems safe to assume that the best media vehicle in this case would be Google Ads
through the Internet.

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