Media Plan for our client Fleet Feet out of San Diego, California.

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Fleet Feet San Diego and Competitive Runners
Introduction
Target’s Psychographic Summary
 Enjoys running because individuals like to stay in shape and stay healthy.
 Individuals owned an average of three running shoes in the last 12 months.
 Individuals have been running for more than 10 years.
 Strongly desires to run/jog 4+ hours per week.
 Individuals’ favorite race distance is a Half-Marathon.
Target’s Demographic Summary
 Gender: Male and Female
 Marital/Family Status: Married
 Age Range: 35 to 45 years old
 HH Income: = $75,000+
Target’s Geographic Location: San Diego, California
The media plan highlights include magazine ads, radio ads, and Google search ads. I
chose to buy ads from three different magazines, two different radio stations, and thirteen Google
search ads. The important elements of Fleet Feet include the customer service, the products
offered, and the convenience of shopping local. To better advertise Fleet Feet San Diego, I chose
to spend the most amount of money that will best reach our target audience. The best time, place,
and circumstance to reach our audience is through Google search ads. The second best way to
reach the target audience is through radio advertisements, and last is magazine ads. Therefore,

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within the media buy overview, one can see the details of how I concisely spent the budget of
$225,000.
Media Buy Overview
Media Vehichle No. of Ads Total Cost CPM
Magazines
San Diego Magazine 3 $23,130.00 $32.43
San Diego Health 3 $8,400.00 $10.18
Southern California Magazine 1 $3,995.00 $9.79
Magazine Totals/Avg 7 $35,525.00 $17.47
Radio
KHTS-FM 16 $28,011.20 $10.06
KXSN-FM 16 $27,092.80 $10.06
All Radio Totals/ Avg 32 $55,104.00 $10.06
Google Ads No. of Clicks
Google Totals/Avg 40,050 $134,331.00 $3,444.38
TOTAL / AVERAGES $224,960.00 $13.76*
(total) (average)
*does not include Google Ads, just the average CPM of magazine and radio ads.
Target Audience: Competitive Runners in San Diego
 Psychographic Elements of Competitive Runners
Serious runners seem to begin running because they want an accessible form of exercise,
they want to lose weight, or they want to stay in shape (“Runner Demographics”). More than
25% of females start running because of weight concerns, while more than 20% of men choose
to start running for exercise (“Runner Demographics”). Their motivation to continue running
sprouts from wanting to stay in shape, stay healthy, relieve stress, and have fun. Both male and

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female U.S. runners had their highest percentage sprout from wanting to stay in shape (“Runner
Demographics”).
The competitive runners’ running routines include running for more than 4 hours, running for
close to 12 months a year, and running an average of 23 to 29 miles per week (“Runner
Demographics”). Close to 75% of U.S. female runners run for four hours a week compared to the
80% of U.S. male runners. The consistent routines help runners build a platform to continue for
years. U.S. female runners run an average of 11 years, while U.S. male runners run for an
average of 16 years (“Runner Demographics”).
Throughout their years of running, serious runners prefer events like Half-Marathons
(“Runner Demographics”). When individuals were asked what they were most excited to
compete in next year, more than 69% of both male and female U.S. runners said the Half-
Marathon (“Runner Demographics”).
Running marathons requires running shoes. The average number of running shoes purchased
in the last 12 months was three pairs for U.S. male and female runners. The top running shoes
purchased for U.S. male and female runners was Asics, then Nike, and last Brooks. When it
came to purchase price, more than half of U.S. male and female runners spent $90+ on their
running shoes. More than 40% of U.S. male and female runners bought their shoes at a specialty-
running store. (“Runner Demographics”). The favorite brand of running apparel for both male
and female runners was Nike (“Runner Deomographics”). More than 60% of U.S. male and
female runners bought their apparel at a specialty-running store (“Runner Demographics”).
Through “6 Reasons You Should Shop at Your Local Running Store”, there was great
reasoning as to why runners should shop at a local running store. The first reason is, “An expert

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will guide you to the perfect pair,” ("6 Reasons You Should Shop at Your Local Running
Store"). The CEO of Fleet Feet Sports Chicago stated, “Buying shoes is a very nuanced and
tactile experience.” Simply stating, there is a lot more to buying shoes than just finding a pair
that “looks good” and purchasing it online. When looking at shoes, Dave Zimmer, the CEO of
Fleet Feet Sports Chicago said, “For starters, there are so many variables when it comes to feet,
including foot length, foot width, arch height, and heel width…there are so many different ways
a foot can strike the ground, ("6 Reasons You Should Shop at Your Local Running Store"). All
of these factors help to guide an individual to the best fitting shoe, which in return should be the
best performing.
Other reasons to shop local includes saving time, meeting local runners, and learning
more about the sport. Shoppers would save time by finding the right pair of shoes the first time,
rather than trying to purchase shoes online. Meeting local runners could connect them with new
friends, running partners, or upcoming running events. The last thing is learning about the sport.
An individual could potentially learn a new running stance while shopping local.
 Demographic Elements of Competitive Runners
The demographic elements of competitive runners concludes some of the information
mentioned in Running Guru. The average age for a U.S. female runner from the survey given in
2009 is 38.6 years old (“Runner Demographics”). The average age for a U.S. male runner was
44.8 years old. Therefore, the target age range chosen was 35-45 years old. More than half of all
U.S. male and female runners were married, so the target marital status is married. When it came
to household income, more than half of U.S. male and female runners earned an income of
$75,000, which made the household income for the target $75,000+ (“Runner Demographics”).
Through the National Runner Survey 53% of the responders were female and 47% of the

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responders were male. Therefore, since the total number of individuals who took the survey was
11,264 runners, 5,970 individuals were female runners, while 5,294 were male (“Runner
Demographics”). The target audience is both male and female since the percentages are about
even.
 Geographic Target: San Diego, CA
San Diego, California, is the geographic target because our client, Fleet Feet Sports San
Diego, is located there. In addition, individuals that live in San Diego are our target audience
because they have to be close to Fleet Feet to enjoy the benefits of the events put on and the
customer service that is at the store. Specifically, the building is located at 5980 Village Way
#108, San Diego, CA 92130, which is right off of Pacific Ranch Highlands Parkway. If one were
looking at the entrance facing Pacific Ranch Highlands Parkway, Fleet Feet Sports would be
located between the Wells Fargo and Dolce store. The shopping area in which the store is located
is called The Village at Pacific Highlands Ranch ("Store Directory").
Any individual that might shop at The Village could potentially be our target audience
depending on if they are serious runners. The other part of the geographic target is the weather.
The annual high temperature in San Diego is 69.8 degrees Fahrenheit, while the annual low
temperature is 57.5 degrees Fahrenheit ("Temperature - Precipitation - Sunshine - Snowfall").
Any temperature below 60 degrees Fahrenheit has the potential to lead runners to have non-
freezing cold weather injuries such as chilblains and trench foot (University of Wisconsin
Hospitals and Clinics Authority). When looking at the weather in San Diego, the average
temperature is 63.65 degrees Fahrenheit ("Temperature - Precipitation - Sunshine - Snowfall").
The San Diego weather definitely helps runners from potentially having non-freezing cold
weather injuries.

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Fleet Feet San Diego Company Profile
 Purpose, Mission and History
The purpose of Fleet Feet is to serve the community and lead individuals toward a healthy
way of living (“See & Be Seen”). Fleet Feet San Diego’s mission is to inspire, motivate, and
improve the lives within the community (“Fleet Feet Sports San Diego”).
The history of Fleet Feet starts all the way back to June 1, 1976 when the first store opened in
the poorest neighborhood in downtown Sacramento (“See & Be Seen”).The store was a $22,000
Victorian home. Co-founders Elizabeth Jansen and Sally Edwards bought $20,000 worth of
shoes and sold each pair for $20 a piece (“See & Be Seen”).
From there, Fleet Feet continued to grow, and more stores continued to open. In 2015, Fleet
Feet had 150 retail locations within the United States of America (“See & Be Seen”). Sally
Edwards, Co-founder of Fleet Feet stated, “So, I am a little teary right now. I really love Fleet
Feet. I was twenty-eight years old. I am now sixty-eight years old. Therefore, four-decades have
gone by….but what I think I like the most about Fleet Feet is its really stayed true to its values. It
has maintained what Elizabeth Jansen and I started. I respect that.”
For Sally, Fleet Feet obviously means a lot to her. To Kevin Lachenmyer and family, Fleet
Feet means a lot to them as well since they are the owners of Fleet Feet San Diego (“Fleet Feet
Sports San Diego”). The General Manager of the San Diego store is Katy Puckett. She enjoys
providing a fantastic experience to all who enter the store. Other employees within the store are
all runners. Whether they have been running competitively since 6th
grade or just started 3 years
ago each individual has a story to tell about how running excites them and has helped them
become healthier (“Fleet Feet Sports San Diego”).

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 Products
Fleet Feet San Diego offers anything from socks, insoles, compression wear, energy food +
drink, hydration products, injury prevention products, health + safety products, electronics,
sunglasses, hats + headwear, and winter accessories (“See & Be Seen”).The socks includes
brands like Balega and Smartwool socks which have a price range of $6 per pair to $30 per pair.
The insoles include brands like Superfeet insoles, which have a price range of $30 to $60 per
pair. The compression wear includes CEP and CWX, which has a price range from $18.50 to
$105 per item. Energy food + drink include brands like Clif and UCAN, which has a price range
of $1 to $60 per item (“See & Be Seen”).
The hydration products include brands like Amphipod and Nathan Sports have a price range
of $8 to $200 per item. The injury prevention products include brands like Moji and Pro-Tec
Athletics, which has a price range of $10 to $135 per item (“See & Be Seen”).The health + safety
products include brands like Body Glide and Amphipod which have a price range of $8 to $45
per item. The electronics products include brands like Garmin and Nike, which have a price
range of $50 to $850 per item. Sunglasses, hats, headwear and winter accessories include brands
like Tifosl, Boco Gear, and Brooks which have a price range of $24 to $80 per item (“See & Be
Seen”).
Obviously, the item in which started this whole company, and which is of the utmost
importance to runners are shoes (“See & Be Seen”). The shoes offered at Fleet Feet include
brands like Adidas, ASICS, Brooks, Mizuno, New Balance, Nike, and Under Armour. The price
range for those brands is $60 to $250 (“See & Be Seen”). When comparing two of the pairs of
shoes, Fleet Feet was comparable to Dick’s Sporting Goods. I compared the Men’s Nike Zoom
Pegasus Turbo shoes. For Fleet Feet the price for the shoe was $180 and the price at Dick’s

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Sporting Goods was $179.99 ("Nike Men's Air Zoom Pegasus 35 Turbo Running Shoes"). When
I compared another pair of running shoes, I chose the Women’s Brooks Ghost 11. I compared the
price this time to the Brooks store. The cost from the Brooks store was $120 and the price at
Fleet Feet was $120 (“Ghost 11”). Again, the prices were comparable to other stores. I decided
to test one more shoe just to be sure that the prices for the shoes were comparable. This time I
chose to test the Men’s Mizuno Wave Inspire 14. The price at Mizuno for the shoe was $130
while the price at Fleet Feet was $130 ("MEN'S WAVE INSPIRE 14 2E"). Each of these
examples helped me to conclude that Fleet Feet’s pricing is comparable to other shoe stores.
 Services
To meet the needs of competitive runners, Fleet Feet Sports San Diego offers one of the most
important service, customer service. Customer service is offered throughout the experience of
entering in the store to exiting the store. When I was researching the website one of the things I
specifically looked at was the reviews from previous customers. Below are some of the most
recent comments about Fleet Feet Sports San Diego.
Figure 1: Fleet Feet San Diego Store Review

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Figure 2: Yelp Reviews over Fleet Feet San Diego
Through Figure 1, individuals can see that the reviews of Fleet Feet are significantly
good. What stands out to me most is, “Awesome Customer Service”, “Great experience at San
Diego location”, and “Thorough foot scan, sales person really listened to my concerns and
requests. I will be a return customer.” Those stood out the most to me because it really
highlighted how customer service is of the utmost importance for Fleet Feet.
Through Figure 2, the reviews on Yelp helped individuals to see what kind of experience
they will get when they walk into the doors of Fleet Feet. The best thing I found when looking at
the reviews is that the owner was actually commenting back to the individual’s reviews. That
comment showed in Figure 2, displays that the owner, managers, and employees genuinely care
about their customers and their needs.

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I chose the comment from Travis R. to display in Figure 2 because his wife is a runner.
She was actually having aches and pains from running. Travis is also a health care provider who
also treats runners and triathletes. He wrote about the experience they had at Fleet Feet and how
they were not trying to push a sale, they genuinely just wanted his wife to find the best fitting
shoe for her. Throughout these comments, one can see that one of Fleet Feet’s biggest service is
customer service.
One of the next services they offer is the fit id scanner (“Fleet Feet Sports San Diego”).
The fit id is a 3D scanning experience. The scan takes 5 seconds and measures one’s foot. From
there the employee will review the interactive scan to the customer, explaining what each
individual part of the scan means (“Fleet Feet Sports San Diego”). After the explanation of the
scan, the employee will have the customer sit down where they will place specific socks and
shoes on the customer that will benefit the customer’s feet needs. This scan only takes place at
Fleet Feet and helps individuals to understand their feet needs.
One of the last services Fleet Feet offers is store events and training programs (“Fleet
Feet Sports San Diego”). Some of the events include in-store group runs, which take place on
Wednesday night or Saturday morning. Different routes are offered like a 3.5 mile-route or a
more challenging route that is 6 miles. Afterwards individuals are rewarded with a snack and
drink.
Another event offered is the 3rd
Annual Free Thanksgiving Day 5k Fun Run and Walk
(“Fleet Feet Sports San Diego”). The first 130 registered will receive a Fleet Feet 5k t-shirt. Also
after the run, there are morning refreshments and an early access to Black Friday shopping deals.
Fleet Feet also helps give back to the community by asking for donations of canned food for the

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San Diego Food Bank (Fleet Feet San Diego). Obviously, Fleet Feet Sports San Diego provides
opportunities for individuals to run in a fun-friendly environment.
One of the training programs put on by Fleet Feet is Fall 2018 5k & Half-Marathon
Training (“Fleet Feet Sports San Diego”). This training program starts out with an “Introduction”
period, which lasts from Week 1 to Week 3 that includes base pace, various workout types, and
common themes in running. The second part is “Build & Strength” lasts from Week 4 to Week 6,
which includes increasing weekly mileage, adding strength and flexibility training, and focusing
on consistency (“Fleet Feet Sports San Diego”). The next part is “Sharpen & Lengthen” that lasts
from Week 7 to Week 9, which includes becoming confident with the work and perfecting what
has been done. In the last part of the training program, “Recover & Race Prep”, lasts from Week
10 to Race Week. This part includes rest, race planning and staying loose.
Throughout the events and training programs, competitive runners are offered times in
which they can come together with fellow runners to enjoy the experience of a great run
together. Another reason why Fleet Feet has great services offered to its customers and San
Diego community. The customer service, fit id, store events, and training programs truly provide
an individual with the whole package if they are a competitive runner in the San Diego area.
Why Competitive Runners are the Perfect Target for Fleet Feet
Competitive runners are the perfect target for Fleet Feet because of the services Fleet Feet
offers. Competitive runners need shoes that fit their feet so that they can perform to the best of
their ability. Through the fit id scanner, one-on-one customer service plan, and personal
assistance a competitive runner would be able to find the specific shoe needed for their foot and
running needs (“Fleet Feet Sports San Diego”). Competitive runners need customer service.

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Runners need to be able to talk to employees that understand all different types of running, the
different terrains the individual might run on, the different types of shoes that are best for
individuals, and knowledgeable expertise over everything needed to perform efficiently and
safely (“Fleet Feet Sports San Diego”). In addition, the competitive runners need to be able to
talk to employees that understand certain aches and pains the individual might be having from
other shoes, and then be able to help them pick out a shoe that will be the best to help get rid of
the pain.
Competitive runners need events. Through Fleet Feet there are several different events
offered. Whether it be the in-store group run events or the Thanksgiving 5K individuals are given
options to pursue their passion (“Fleet Feet Sports San Diego”). Competitive runners need
training programs. Whether it be there first time running, there first time back into it after an
injury, or just wanting to be around other people. The training programs offered through Fleet
Feet offer competitive runners the opportunity to help themselves, help others, and continue to
grow their passion towards running (“Fleet Feet Sports San Diego”). Competitive runners need
an availability to shop local. By shopping local, competitive runners have the opportunity to
meet other local runners, ignite their running passion, save time and possibly money in the long
run, and continue to learn about the sport ("6 Reasons You Should Shop at Your Local Running
Store").
Fleet Feet is the perfect match for competitive runners, because it offers them the
opportunity to be treated with respect, kindness, and genuine knowledge of the sport of running.
Competitive runners would feel taken care of by going through the fit id process because the
employees find the best possible shoes for the individual and their needs. After they find the
perfect purchases in-store, they are able to continue to connect with other members of the San

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Diego running community through the training programs and store events. After consecutive
hours of research, I believe that Fleet Feet is the perfect match for competitive runners, and I
hope you do too.
Media Plan Recommendations
Magazine Recommendations
Magazine Name: San Diego Magazine
 Rationale: This magazine makes sense because it is within the direct geographic target.
According to the San Diego Magazine 2018 Media Kit, the total readership is 237,760
per month based on five readers per copy. The demographics for those individuals
includes people within the age range of 35-45 (San Diego Magazine, 2018). I chose to
purchase ads since this magazine targets the geographic target and the demographic
target. I also chose to purchase ads in the San Diego magazine because the cost per
thousand people, or CPM, was $32.53. Since we are buying people and not ads, this made
sense for my budget to purchase this.
 Ad Size and Position: I chose a full-page ad inside the November, December, and
January magazine because at least for me, when I read a magazine I notice the full-page
ads more than a 1/3 page ad. I chose to put the ad inside the magazine because I could
still buy an advertisement that would reach the target audience without spending the extra
money for the inside front cover.
 Ad Cost: The cost per ad is $7,710, while the total cost is $23,130.
 CPM: $32.53
Magazine Name: San Diego Health

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 Rationale: I chose to buy ads in San Diego Health because it is within our geographic,
psychographic, and demographic target. The circulation of the magazine is 50,000 so if
the pass along rate is 5.5 the total readership is 275,000. It reaches our geographic target
because it is a San Diego magazine. It reaches our psychographic target because it
reaches those who want to live a healthier lifestyle (San Diego Health, 2018). It reaches
our demographic target because the individuals who read this magazine are mostly
married (San Diego Health, 2018). I chose to purchase ads in San Diego Health because
it targets the audience in specific ways through the geographic, psychographic, and
demographic target. I also chose to purchase ads in San Diego Health because the cost
per thousand, or CPM, is $10.18. Since we are buying people and not ads, this makes the
most sense for my budget.
 Ad Size and Position: I chose a full-page ad inside the November, December, and
January issue because I notice a full-page ad more than a 1/3 of a page advertisement. I
also did not want to spend money on a back-cover because I wanted to spend more
money where I would better target the audience.
 Ad Cost: The cost per ad is $2,800, while the total cost is $8,400.
 CPM: $10.18
Magazine Name: Southern California Magazine
 Rationale: I chose the Southern California Magazine because it targets the geographic
audience and the demographic audience. It targets the geographic audience because it
targets southern California, which includes San Diego. It targets the demographic
audience because more than 60% of the readers are above 35 years old (Southern
California, 2018).

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I also was intrigued by the fact that this magazine is within 17,000-hotel-guest-
rooms within southern California. To me as an individual trying to buy the best ads for
my client, this means this magazine has the potential to reach the millions of visitors that
come to San Diego each year. Since more than 34.9 million people visit San Diego per
year and almost half stay in a hotel, this potentially targets 17 million more people than
the 408,000 people that already read the magazine (Weisburg, 2017). This is why I chose
to purchase an advertisement within the November/December issue because I knew that
this would target other potential competitive runners if they were traveling to the area for
a running event. I also chose this magazine because the CPM is $9.79. Since it is under
$10 for the CPM, and this magazine has the possibility of reaching millions of people, I
chose this magazine because it makes sense for the budget and my client.
 Ad Size and Position: I chose a full-page ad inside the November/December issue
because I personally notice a full-page advertisement more than a 1/3 page advertisement
when reading magazine. I also only chose to advertise in the November/December issue
because I thought it would be a waste to advertise in the January/February issue when the
campaign is only November, December, and January.
 Ad Cost: The cost per ad and the total cost is $3,995.
 CPM: $9.79

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Radio Recommendations
Radio Choices
 Format: The format I have chosen is to target the demographics through the age range
and target the geographic by choosing San Diego radio stations. The age range for the
target audience is 35-45 years old. The Nielsen Report “Tops of 2017: Radio” shows that
individuals within the age range of 35-45 listen to pop contemporary hits radio most, and
then news/talk ("Tops of 2017: Radio"). Therefore, when looking for the best radio
stations to target the audience I looked at the San Diego Radio Ratings by Nielsen as
well. The top “news/talk” radio station was a news station by San Diego State University
("San Diego Radio Ratings for Subscribing Stations"). Second on the list was KHTS-FM,
a pop contemporary hit radio. Third on the list was KXSN-FM, an adult contemporary
radio station. Since the “news/talk” station was a college news station, I chose not to buy
advertisements from them. Instead, I chose to buy from KHTS-FM and KXSN-FM
because I believed they would better target the audience age range of 35-45. Besides, the
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
San Diego Magazine $7,710 Full-Page Inside 3 $23,130 48 238 $32.43
San Diego Health $2,800 Full-Page Inside 3 $8,400 50 5.5 275 $10.18
Southern California Magazine $3,995 Full-Page Inside 1 $3,995 30 408 $9.79
Magazine Total / Avg $4,835 7 $35,525 921 $17.47
(total) (total) (total) (avg)

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rating for both “news/talk” and “adult contemporary” was 7.4% for the 35-45 age range
demographic (“Tops of 2017: Radio”).
 Days and Daypart: I chose to run ads on Friday of the week during the AM daypart. I
chose this because I believed that individuals would be more likely to shop on a Friday or
potentially the weekend after hearing the advertisements. Also, the advertisement will
only be during the month of December because I wanted to advertise during the
Christmas season, and the month before the 2019 Resolution Running 5k, 10K, Half-
Marathon, and Marathon Training event for Fleet Feet.
 Insertions: The number of ads run per hour is one ad. The number of ads per day is four
ads. The total of number of ads for the campaign equals sixteen. I chose to make these
choices because I believed advertising the month prior to the 2019 Resolution Running
event was necessary. I also believed advertising during the month of Christmas was
necessary as well, because individuals buy gifts for other people during this time. I chose
one ad per hour during the AM daypart on Friday because I thought it would best target
the audience. They are already thinking about the weekend, they might as well look
forward to buying some new running shoes from Fleet Feet after they get off work.
Radio Insertion Worksheet
KHTS-FM KXSN-FM
Chosen daypart AM AM
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
Total number of ad days for campaign 4 4
Total number of insertions for station 16 16

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Station No. 1
 Name: KHTS-FM, Pop Contemporary Hit Radio.
 Reason: I chose this specific station because it was not only targeting the age range of
the target audience, but it was also targeting the geographic area since it was a high
listened to radio in San Diego. For both of these reasons, I chose to buy advertisements
from this radio station.
 Cost per ad: The cost per ad is $1,750.70. I calculated this buy multiply the rating, 6.1,
from the Nielsen San Diego Radio Rating report by the cost-per-point, which was $287
for the AM daypart in San Diego, California according to SQAD Spot Radio Cost-Per-
Point Estimates.
 CPM: The CPM for this advertisement is $10.06. Which is comparable to the CPM of
San Diego Health and the Southern California Magazine. It is also comparable to the
other radio station I chose to buy ads from. Compared to the San Diego Magazine,
KHTS-FM is $20 cheaper per CPM.
Station No. 2
 Name: KXSN-FM, Adult Contemporary.
 Reason: I chose this specific radio station because the rating in San Diego, 5.9, was
comparable to the rating of the pop contemporary hits radio, 6.1, (“San Diego Radio
Ratings for Subscribing Stations”). Also, when looking at Nielsen’s “Top of 2017:
Radio” report, it shows that both “news/talk” and “adult contemporary” received the
same rating of 7.4% for the age range of our demographic target.

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 Cost per ad: The cost per ad is $1,693.30. I calculated this by multiplying the rating, 5.9,
by the cost-per-point, $287. The $287 was the cost for the AM daypart in San Diego,
California.
 CPM: The cost per thousand listeners is $10.06. This price is comparable to the CPM of
the San Diego Health and Southern California Magazine. The price is also the same as
the other radio station. Compared to the San Diego Magazine, this radio station is $20
cheaper per CPM.
Google Keyword Recommendations
 Keyword List:
o Brooks running shoes
o Best running shoes for flat feet
o Nike running shoes
o Trail running shoes
o Best running shoes
o Compression socks
RadioPlacements
RadioStation Format Daypart Rating Rating(%)
Persons12+
inMarket
Listeners
ofstation
(000)
Costper
point
(CPP)
Costper
:60ad
No.of
Insertions TotalCost
CPM
(Listeners)
KHTS-FM POPCHR AM 6.1 6.1% 2,853,400 174 $287.00 $1,750.70 16 $28,011.20 $10.06
KXSN-FM AC AM 5.9 5.9% 2,853,400 168 $287.00 $1,693.30 16 $27,092.80 $10.06
AllRadioTotals/Avg 6 342 $287.00 $1,722.00 32 $55,104.00 $10.06
(avg) (total) (avg) (avg) (total) (total) (avg)

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o Balgea socks
o Asics running shoes
o Superfeet insoles
o Fleet Feet
o 5k near me
o Garmin Forerunner 235
o Fleet Feet Sports
 Rationale: The reasoning for including so many types of shoe options is because Fleet
Feet’s main product is shoes. In addition, the services they offer to find the best shoes
made me want to really buy Google keywords that had the word “shoes” in it because
that is what our competitive runners need. In addition, I chose specific brands of shoes
because from the research done I found that competitive runners like Nike, Brooks, and
Asics running shoes (“Runner Demographics”). Besides shoes, I also chose Google
keywords that had to do with some of their “Top Sellers” at Fleet Feet. Therefore, I chose
Google keywords like, “compression socks”, “Balgea socks”, “Superfeet insoles”, and
“Garmin Forerunner 235”. After that, I chose to purchase Google Keywords that had to
do with Fleet Feet in general to help bring in traffic to the website, and from there
increase sales. Therefore, I purchased the Google Keyword “Fleet Feet” and “Fleet Feet
Sports”. The last keyword I chose was 5K near me, because Fleet Feet offers training
programs for 5k, 10k, Half-Marathons, and Marathons.
 Most Expensive Keyword: The most expensive keyword is “Brooks running shoes” and
the least expensive keyword is “Fleet Feet Sports”. The cost per click for the most
expensive keyword is $5.93, while the cost per click of the least expensive keyword is

21. Brod 21
$0.74. I think that “Brooks running shoes” is so expensive because the keyword phrase is
competitive among other retail stores, while “Fleet Feet Sports” is a keyword phrase that
is only competitive towards itself. I bought 1,000 total clicks per month of the most
expensive keyword because that was the highest amount of average monthly searches for
that keyword, and since it is a competitive keyword phrase, I wanted to purchase the most
amount of clicks possible.
Whereas with the “Fleet Feet Sports” keyword phrase I bought 750 clicks per
month because I figured since it does not have a “high” cost per click, it is not searched
as often. Therefore, I decided to buy more total clicks per month on other Google
keyword phrases instead so I spending the budget more wisely. For example, I bought
1,600 total clicks per month of “Nike running shoes” because its highest average monthly
search was 10,000 searches. Therefore, I wanted to state that there would be more total
clicks since the average monthly search was higher than the rest of the keyword phrases.

22. Brod 22
Strategy Thoughts
 Media Benefits: From this paper, I have learned about the benefits of magazine ads,
radio ads, and Google ads. From magazine ads, I learned that these types of ads are a
media buyer’s best friend because it is very specific towards the target audience. From
radio ads, I learned that these ads are best for catching people on their way to work
because they are probably stuck in traffic and have four hours within the AM daypart to
hear an advertisement that could spark their interest. From Google ads, I learned that
these ads are the best for catching the target audience at the best time, place, and
circumstance because they are literally searching for the products the client has. From
Google SERP Ads Recommendations
Keywords/ Keyphrases
CostPerClick
(CPC)
Total Clicks
perMonth
Number
of
Months
Total
Clicks Total Cost CPM(CPC)
Brooks runningshoes $5.93 1,000 3 3000 $17,790 $5,930
bestrunningshoes forflatfeet $5.67 1,000 3 3000 $17,010 $5,670
Nike runningshoes $5.17 1,600 3 4800 $24,816 $8,272
trail runningshoes $4.95 1,000 3 3000 $14,850 $4,950
bestrunningshoes $4.06 1,000 3 3000 $12,180 $4,060
compression socks $3.40 1,000 3 3000 $10,200 $3,400
Balegasocks $3.31 1,000 3 3000 $9,930 $3,310
Asics runningshoes $2.94 1,000 3 3000 $8,820 $2,940
Superfeetinsoles $2.00 1,000 3 3000 $6,000 $2,000
FleetFeet $1.25 1,000 3 3000 $3,750 $1,250
5k nearme $1.25 1,000 3 3000 $3,750 $1,250
Garmin Forerunner235 $1.19 1,000 3 3000 $3,570 $1,190
FleetFeetSports $0.74 750 3 2250 $1,665 $555
Google Totals/Avg $3.22 12,350 40,050 $134,331 $3,444.38
(avg) (total) (total) (total) (avg)

23. Brod 23
there, one has to find the keyword phrases that the target audience might Google search,
and then lead them to the website through an advertisement.
 Budget & CPM: From this paper, I learned about the cost of ads and the use of CPM in
assessing an ad’s value. The cost of the ad is valuable information, but since we are
buying these ads to reach our target audience we are actually buying people. Therefore,
the CPM or cost per thousand, is the most important information because it shows how
are budget is actually being spent on our target audience.
Paper Here.
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24. Brod 24
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