Media Plan

1. Mackenzie Schaben
Intro to Advertising
Media Plan
May 5, 2020
Marin Bikes and Commuters in Sacramento
Summary
Target’s Psychographic Summary
· Healthy lifestyle
· Budget builders
· Environmentally friendly
Target’s Demographic Summary
· Gender: Male and Female
· Age Range: 24-50
· HH Income: $40,000 - $90,000 annually
Target’s Geographic Location: Sacramento, CA – entire DMA
Target Audience: Commuters in Sacramento
The target audience for Marin products is men and women ages 24-50 who have a
household income ranging between $40,000 and $90,000 annually.
Psychographic Elements of Commuters
People across the nation and across the world are looking for just the right bike in order
to live a happy and healthy lifestyle. People are starting to transition from cars to bikes as their
mode of transportation due to cost and the health benefits they receive. According to research
conducted among British bike commuters, 40% of people that ride their bike to work do it for
health reasons, 30% due to fuel costs, and 7% in order to lower their impact on the environment

2. (1). Studies have shown that employees with a flexible work schedule are more likely to ride a
bike to work than those with a fixed schedule due to having the time to do so (1).
Adults who ride their bike regularly tend to suffer from fewer age-related health issues
(1). It is important for everyone to try to eliminate cars and ride bikes to work/school instead, but
it is especially beneficial for women. It states that women who ride a bike for minimum of 30
minutes a day have a lower chance of getting breast cancer. A study from England shows that
cycling improves self-confidence and tolerance to stress, while reducing sleep issues and
tiredness (1).
Another reason why people choose to commute by bike rather than car is because of
financial reasons. Riding a bike can help you save up to $1200 dollars a year on gym
memberships. Instead of spending your money on the gym membership you can ride your bike to
work and use that $1200 on something else. Annual parking costs for the US measure out to be
around $3000 a year. Parking costs per day range from $27 (New York) - $8 (Denver) depending
on where you are at in the country (1). So many people are trying to find reasons for why they
should not commute by bike, but in reality, there is so much research to show the reasons that
they should.
Commuting is becoming a new norm in some parts of the country, so commuters need a
bike that can get them to and from their desired locations. The target audience is looking for a
bike that checks all the boxes in terms of performance, looks and features. When looking for a
bike for commuting it is important to think about everything. They must be agile enough to
maneuver around potholes but still be comfortable to ride. The geometry of the bike is a key
element to consider when choosing a bike (5). The geometry consists of the angle at which the
tubes that make up the bike frame meet. Flat handlebars are more user-friendly than those that

3. are curved. Research has said that disc brakes are becoming more common on low-priced
hybrids (5). This is something that is not needed but is a nice thing to have. It is very important
to make sure that the bike has many gears rather than just being single speed. If someone is
commuting to and from work, they will most likely want some sort of rack to store their
belongings on, so they don’t have the weight on their shoulders/back.
Choosing a bike is a big decision, the cost, weight and style are all things to consider.
How sturdy do you want your bike to be? It needs to be lightweight enough to where you can
carry it around places but still be able to withstand being knocked around. Those looking for a
bike will want to consider being able to find just the right balance of price, quality and durability.
Demographic elements of Commuters
The three key demographic elements of the target audience are gender, age range and
household income. Roughly 870,000 people report commuting by bicycle to work or school (2).
The median bike commuter household income is about $72,000 dollars a year meaning half has
less than that and half has more than that (3). The median for a car commuter income is $82,000
a year. The median for a bus commuter income is about $62,000 a year (3). Although those with
a lower household income rely on riding a bike to work more, they are not the target for this
company. Those with a lower income will not be able to afford the bikes that commuters would
buy from Marin.
Geographic Target: Sacramento, CA
The top bike commuting city is Davis, CA where almost 20% of its workers commute by
bike (2). Davis, CA is a 16-minute drive from Sacramento, CA. Since Davis is one of the top
bike commuting cities in the US, and Sacramento, CA being so close, it is easy to see that
Sacramento is the perfect location to be the geographic target for Marin bikes. There is a total of

4. 24 dealers in the Sacramento/San Francisco area which is where Marin sells their products (4). It
is important for Marin to have many places to buy their bikes right around the Davis area
because that is where a large hub of people commute to and from work. Marin strategically
placed themselves in just the right location in order to have high sales for those looking for just
the right bike to commute. Sacramento, CA is the geographic target because it is the center in
which Marin bike dealers are located and within a 50-mile radius. There are large and small
cities that have a high percentage of its workers commuting by bicycle to work (4).
Marin Bikes Company Profile
Company Overview and History
Marin bikes is a company that’s main purpose or mission is made for fun. The brand has
been dedicated to enriching the lives of their riders by making fun, high caliber bicycles that
provide years of riding enjoyment (4). They operate a business based on hard work, passion, and
satisfaction of bringing the joy of cycling to riders across the world (4). Marin brings the fun to
your ride. Each model is designed to be playful and to maximize opportunities for two-wheel
fun.
Some general history about the company is that Marin County California is the birthplace
of mountain bike culture. Marin bikes was founded in 1986 but today it offers a complete line of
mountain, pavement and kid’s bikes. California serves as the hub of local bike culture. Bob
Buckey took up mountain biking as advice from his doctor and quickly found himself submerged
in the sport and looking for a better bike (4). Buckey founded Marin bikes to create affordable,
quality bikes. Just two years after being found they were turning heads with their bikes and
began naming them after the iconic landmarks of Marin County. The first hybrid model and road
models for Marin was in 1991 (4). Throughout the 90s and 2000s Marin built a worldwide

5. following through innovative, competitive bikes and successful sponsored riders (4). In 2013
they went through a Renaissance with new ownership and management but all in all the future is
bright for Marin.
Products
Marian has 5 different product categories which include 34 mountain bikes, 38 pavement
bikes, 3 e-bikes and 3 kid’s bikes (4). The pavement category for bikes is the best for commuters
because they have the speed of a road bike but are comfortable to ride for long distances. They
are good for short rides after work or longer weekend adventures as well as commuting. The
Fairfax 1 is one of the top commuter bikes produced by Marin Bikes. The Fairfax 1 is a bike that
you can grow with as you cycle for exercise or leisure. Not only that but it has slots for racks and
fenders making it easy to transform into a commuter bike. This model from Marin ran to cost
around $430. The Fairfax 1 is perfect for fitness rides, commutes as well as weekend leisure
rides. It is versatile enough to work through various sorts of rides that appeal to all types of
riders.
Price
Marian provides quality bikes for reasonable prices. Marin’s E-bikes are their priciest
models with mountain bikes following and pavement bikes being the cheapest of the categories.
The pavement bikes tend to be between $300-$800, the mountain bikes are around $1500, and
the E-bikes run anywhere from $1800-$2500 (4). Marin bikes are in the middle to low price
range for Marin bike competitors. Marin is selling products that are well worth the cost for the
quality received.
Place

6. Marin bikes are sold at bike shops in the Sacramento/San Francisco California areas.
There are only six bike shops that sell Marin bikes within a 50-mile radius of Sacramento
California. There are currently 24 total dealers for Marin bikes, but they only sell their bikes in
the southern California area (4). The dealers that are selling Marin Bikes are smaller bike shops
around the Sacramento Area. It would be a lot harder for someone not in the Sacramento area to
get a Marin bike.
Why Commuters are the Perfect Target for Marin Bikes
Marin is offering a new perspective and outlook on the way of transportation, they are
offering commuters a chance to have a healthier and happier lifestyle. They dedicate their lives
to helping others achieve their goals. Marin wants to be the brand/company that everyone
chooses as their everyday commuter bike. They offer many different types of bikes in order to fit
all of the needs of their clients. Marin is always trying to improve and change the things that are
considered flaws within their bikes. They want the best of the best to be represented within their
company. They’re not making a product for the sole purpose of making money off of it, they’re
making a product that fits the needs of their target market. You want to be able to create a
product that is reasonably priced so that those of all income levels are able to afford it and Marin
has done just that.
Media Plan Recommendations
Introduction
For my media plan I decided on 3 different media vehicles which include Magazines,
Radio and Google Ads. The magazines selected are Sacramento Magazine and Bicycling
Magazine. The radio stations selected are KYMX-FM and KBEB-FM. A total of 24,900 clicks
were bought for google ads which span over 11 different keywords / key phrases. My budget was

7. between $200,000 and $225,000 and I am spending a total over all three vehicles $201,741. The
three-month long campaign will run during the months of April, May and June.
Magazine Recommendations
Magazine Name: Sacramento Magazine
Audience Alignment
The target audience that I selected is males and females ages 24-50 with an annual
income of $40,000-$90,000. Sixty two percent of the Sacramento Magazine readers are women
meaning thirty eight percent of the readers are men. I ultimately decided to have men and women
as the target to cover both genders equally since both genders commute. Research has said that
more men tend to commute rather than women (1), however more times than not men and
women will commute as well as read the magazine. The magazine's average age for readers is 47
which is right at the sweet spot for my target audience which is 24-50. One small issue I noticed
from the media kit is that the average household income of readers of the Sacramento Magazine
is $94,632 annually and my target audience household income is $90,000 as the max. This still
might be ok because the kit states that only 35.6% of the readers have an annual household
income of more than $100,000. I classified those that bike to work as people who want to have a
healthy lifestyle, care about their environmental footprint and enjoy biking as an activity besides
just commuting. Sacramento Magazine has a health section that aligns with commuters that want
to live a healthy lifestyle as well as active activities that can be done that relate to a healthy
lifestyle. A reader of Sacramento magazine would benefit from this ad campaign to get a new
look on what the bike industry has to offer those that seek a healthy lifestyle. If I want to hit

8. more of my audience in Sacramento this magazine would be better because it is a local
magazine.
Editorial Content ? Issue Choices: April, May and June
I took a lot of time to carefully look at which months would be best for both magazines. I
ultimately decided on April, May and June. They were not a perfect match on what I wanted for
both, so I made the executive decision to go with what I thought was going to be best for my
campaign. The Sacramento Magazine will be covering a health care professionals ad section, art
of dining promotional section, chef profiles ad section and a beer week ad section. In the month
of May the magazine is going to cover. Dining Guide Ad Section, Private Schools Ad Section,
Coldwell Banker Special Section and Guide to the Sierra. In the month of June, the magazine is
going to cover Health Care Professionals Ad Section, SAR Masters Club (2019) Insert/Promo
Section and Casino Gaming Promo Section. The only topics that will really help or benefit from
the campaign are the ones that have health related topics. They may be able to give insight on all
the health benefits to commuting by bike to work. Health is a big reason that people commute by
bike instead of just driving their car. It is a stretch to fit in this month, but it aligned well with the
other magazine. The Bicycling magazine was the influence for my choice for months.
Ad Size and Position
I have started to work out all my different options for what would be best, and I decided
to do a 2/3-page ad. My decision was made while thinking about the budget for magazine, radio
and Google ads all being one campaign. This is subject to change as I begin to make decisions
about Radio and Google ads. This is a trial and error project and will be conclusive by the
end. Between the two magazines I believe that the Bicycling magazine would be a better
magazine to spend more money on because it has a better psychographic alignment with my

9. target audience than Sacramento Magazine. It would be best for the ad campaign to be adjacent
to anything that talked about the best bike to ride for commuting or in general. Readers tend to
look at the best of the best and then go from there so if the ad was placed adjacent to that it
would be more likely to hit the target audience.
Ad Cost
The cost per ad in the Sacramento Magazine for the size of ad I chose is $2400. This
means that for three months it would cost $7200 to run in the ad campaign. I was also confused
about whether I was supposed to pick a section of the magazine for example the health section. I
was confused because there were different rates for each section where the ad could go versus
the magazine as a whole. I ended up choosing to go with the rates for the magazine as a whole
rather than the section so that is what my numbers are based on.
Media Type Benefits
Some benefits of magazines are that they have a niche audience which brings groups of
people together for specific topics. Magazines may stay in one place for a long time and
depending on the magazine it may be the same magazine and for others it may get upgraded to
the newest issue. Magazines offer endless opportunities for creativity by offering things that
really make the magazine stand out. Sacramento Magazine brings all sorts of people together for
many different topics as well as offers many opportunities for creativity within all of their
spreads. Sacramento Magazine also offers a new issue every single month unlike Bicycling.
Magazine Name: Bicycling
Audience Alignment
The target audience that I selected for my first paper was males and females ages 24-50
with an annual income of $40,000-$90,000. Bicycling magazine states that 68.6% of their total

10. audience are men and 31.4% are women. I ultimately decided to have men and women as the
target to cover both genders equally since both genders commute. Research has said that more
males tend to commute rather than women, however more times than not women and men will
commute as well as read the magazine. My age range for my selected target audience was ages
24 to 50 and Bicycling magazine has 55.9% of their audience ages 25 to 54. In my first paper I
never really looked at the level of education or marital status but after looking at these media kits
I think it would be a good idea to go back and look at those factors. The median household
income for Bicycling magazine is $85,820 and my target audience household income is between
$40,000 and $90,000 so be it magazines household income fits right in between my target
audiences in income. Bicycling magazine wants to empower people to improve their lives
through sharing the joy of riding a bike. This aligns with my Target audience because many of
my target commuters have a passion for living a healthy lifestyle, their environmental footprint
and biking as a whole.
Editorial Content / issue choices: April, May and June
I took a lot of time to carefully look at which months would be best for both magazines. I
ultimately decided on April, May and June. They were not a perfect match on what I wanted for
both, so I made the executive decision to go with what I thought was going to be best for my
campaign. When deciding on a month I first looked at the Bicycling magazine because I thought
it would be a better fit for my target audience. I’ve begun to read about the different issues that
they offered, and I decided to pick issue number three which is April and May. It is the issue that
covers the best bikes of the year awards. To have an ad in this issue would help bring attention to
the campaign. Those that are reading this issue know what to do now what the best of the best is
in terms of riding. I then had to either choose March or June for my third month and neither one

11. was the best option, so I then went to the Sacramento Magazine to help my decision which is
how I landed in June. It is important to put the ad campaign in the right month’s issues so that
the right target audience is reached at the right time.
Ad Size and Position
I decided on a one third page size for the ad on the inside of the magazine. My decision
was made while thinking about the budget for magazine, radio and Google ads all being one.
This is subject to change as I begin to make decisions about Radio and google ads. This is a trial
and error project and will be conclusive by the end. Between the two magazines I believe that
the Bicycling magazine would be a better magazine to spend more money on because it has a
better psychographic alignment with my target audience than Sacramento Magazine. It would be
best for the ad campaign to be adjacent to anything that talked about the best bike to ride for
commuting or in general. Readers tend to look at the best of the best and then go from there so
the ad was placed adjacent to that it would be more likely to hit the target audience.
Ad Cost
I chose a one third page size for the ad which costs $26,215 per ad and I was going to run
it two times which equals the three months. One issue has two months in it, so it would run for
one full issue and then one month of the next issue. For the three months that the ad would run
the total cost would be $52,430. I was willing to spend more money on the Bicycling magazine
because I felt as though it has a better chance to reach my target audience based on
psychographic alignment.
Media Type Benefits
Some benefits of magazines are that they have a niche audience which brings groups of
people together for specific topics. Magazines may stay in one place for a long time and

12. depending on the magazine it may be the same magazine and for others it may get upgraded to
the newest issue. Magazines offer endless opportunities for creativity by offering things that
really make the magazine stand out. Bicycling magazine has a great niche audience because
more likely than not only those interested in riding bikes will read the magazine. One of the
downfalls of this magazine is that they only have 6 issues and do not come out every month like
the Sacramento Magazine.
Radio Recommendations
Radio Choices
Format
I have chosen Adult Contemporary as my format because of its demographics aligning
with my target audiences’ demographics. My target audience is males and females ages 24-50
with a household income of $40,000 - $90,000 annually. According to the Katz Radio Group site
under the Adult Contemporary format it states to align my age demographics to about 51%. To
get the 51% I added the Katz demographic age ranges 25-34, 35-44 and 45-54. Their percentages
do not fit my age range completely so that is why it is about a certain percentage. Katz also states
that the median age for those that listen to Adult Contemporary is 47 which is right in the middle
of where I want to be for my target audience. Having males and females’ as a part of my target
audience really helps to capture the attention of all.
When looking at other formats such as news / talk I quickly discovered that older people
was the median name for those formats and realized that would not be the best route to take for
my target audience. After checking out many different formats I was able to determine that the
music stations were fitting the right age range that I was looking for. Once this piece was
determined I then needed to find a station that I was going to be able to afford. I first tried

13. Classic Rock only to get the end and realize that it was way out of my budget. Due to my target
audiences’ age range and wanting to have a music station and needing something affordable for
my media plan I ultimately landed on Adult Contemporary.
Days and Daypart
This is a hard thing to decide upon because I don’t see many people listening to the radio
while commuting to work. Radio was the one media in which I wanted to spend the least amount
of money but at the end of this plan I have realized that it is where I spent the most. Radio is a
hard media to buy because it is so expensive for how little you receive for the price. I bought
radio ads to appeal to my target audience, so I decided to run my ads on Monday and Friday to
be a part of the beginning and end of the week mindsets.
The 6AM-10AM time slot is the best time slot for me to run my ad because it is in the
heart of the morning. Most people commute to work between those hours and I would rather run
my ad in the morning time slot than an afternoon or evening time slot. I believe that my target
audience would listen to the radio at this time because they most likely think about their bike
when they are on it or if something is wrong with it/looking for an upgrade. That is when the
perfect time for them to hear my ad would be to get them thinking about making the switch to
Marin’s Fairfax 1.
Insertions
I started out with station 1 running 2 ads per hour 2 days a week every single week of the
12-week campaign. Station 2 was going to run 1 time per hour for 4 hours a day, 2 days a week
for 12-weeks. Once I did the math, I discovered that it was going to put me way over my budget
for just one station. I reworked it and finally landed on having the campaign for a 12-week span
but only running the ad every other week to save on money. It was not in my budget to run the ad

14. as much as I initially wanted to. I am now running 1 ad per hour for a total of 4 ads per day and 2
days a week for 6 weeks. There is a total of 6 weeks that the ad will run but the entire campaign
will run 12 weeks because the weeks will alternate. Both stations are under the same guidelines
in terms of number of ads per hour, ads per day, days per week, weeks in campaign and number
of insertions. The number of insertions for both stations ends up totaling 48.
Station No. 1
KYMX-FM / Adult Contemporary
Reason:
I started this paper with adult hits as my format only to find out that there were not any
stations for that format available in Sacramento. I then tried Classic Rock to stay on the music
trend and discovered that it was going to cost too much money. I knew that I wanted to stay in
the music categories and ended up landing on Adult Contemporary. Katz age demographics fit
right in with my target audience age range in the music formats which is how I decided on a
music format. It fit the demographics for my target audience as well as not being too
expensive. Adult Contemporary is a mix of current and recurrent music to hit just the right age
range for my target audience. Looking back at the research it is showing that these stations may
be better than the options that I was originally going to go with. There were only 2 options for
Adult Contemporary so that is how I landed on this specific station. I had to keep switching
things up in order to stay within budget for the entire campaign.
Cost per ad:
The total cost for this station and ad was calculated to be $1,117.20 for one :60 ad. In
order to find out the cost per ad I first had to know the rating number for this specific station. I
used the Nielsen link that was in Canvas to find the rating for this specific station. I used the

15. most recent ratings which in my case was March’s ratings. I discovered that the rating was 4.9.
The other part of the equation that I needed in order to calculate the cost per ad was the CPP. I
found this also in Canvas through a different link. I used the most recent quarter rating for my
daypart slot (AM) which ended up being 228. After both numbers for the equation were
determined I then multiplied them together to get the total for one :60 ad.
Station No. 2
KBEB-FM / Adult Contemporary.
Reason:
Both stations have the same reasoning, so I wrote the exact same thing for both. I started
this paper with adult hits as my format only to find out that there were not any stations for that
format available in Sacramento. I then tried Classic Rock to stay on the music trend and
discovered that it was going to cost too much money. I knew that I wanted to stay in the music
categories and ended up landing on Adult Contemporary. Katz age demographics fit right in with
my target audience age range in the music formats which is how I decided on a music format. It
fit the demographics for my target audience as well as not being too expensive. Adult
Contemporary is a mix of current and recurrent music to hit just the right age range for my target
audience. Looking back at the research it is showing that these stations may be better than the
options that I was originally going to go with. There were only 2 options for Adult
Contemporary so that is how I landed on this specific station. I had to keep switching things up
in order to stay within budget for the entire campaign.
Cost per ad:
The total cost for this station and ad was calculated to be $889.20 for one :60 ad. In order
to find out the cost per ad I first had to know the rating number for this specific station. I used the

16. Nielsen link that was in Canvas to find the rating for this specific station. I used the most recent
ratings which in my case was March’s ratings. I discovered that the rating was 3.9. The other part
of the equation that I needed in order to calculate the cost per ad was the CPP. I found this also in
Canvas through a different link. I used the most recent quarter rating for my daypart slot (AM)
which ended up being 228. After both numbers for the equation were determined I then
multiplied them together to get the total for one :60 ad.
Google Keyword Recommendations
Keyword List:
- Best commuter bike
- Healthy lifes
- Ecological footprint
- Cheap road bikes
- Bike routes near me
- Road bike
- Womens bike
- Bike store near me
- Marin bikes
- Biking accessories
- Commuter bike
Rationale
- Best commuter bike- I chose this key phrase because I wanted my
ad to appear with the best of the best products.
- Healthy lifes- I chose this key phrase because during my research
I found that one of the reasons that people commute to work is to live a
healthier lifestyle, so I wanted my ad to appear when people search for a
healthier life.

17. - Ecological footprint- I chose this key phrase because another
reason people choose to commute by bike is to help with their personal
ecological footprint on the world.
- Cheap road bike- I chose this key phrase because it is no better
place to have your ad then when people are looking for an affordable yet
effective option.
- Bike routes near me- I chose this key phrase because when
people are riding, they want to know their best options for routes to take. It
is a great key phrase to help keep riders safe and on the right track.
- Road bike- I chose this key phrase because the best bikes for
commuters are the ones made for the road.
- Womens bike- I chose this key phrase because my target audience
is men and women. Women’s bikes are slightly different than men’s and it
was a different approach to the main topic.
- Bike store near me- I chose this key phrase because it is nice to
know where someone can buy a new bike or possibly get their current one
fixed.
- Marin bikes- I chose this key phrase because nothing better than
to promote a product by the company you are working with.
- Biking accessories- I chose this key phrase because bikers are
always trying to find every little gadget to help their ride be smoother.
- Commuter bike- I chose this key phrase because it is the main
topic of conversation in this media plan.

18. Keyword Cost Comparison
The most expensive keyword I chose is bike routes near me which costs $6.56 per click.
The least expensive keyword I chose was biking accessories which costs $0.63 per click. I think
that the bike route near me is the most expensive because it is a very simple key phrase.
Anything with “near me” in it is relevant to the time someone is thinking of something. At that
point in time they want to know what is near them, so they can act upon whatever they are
thinking at that point in time. I think that it Is more expensive than the reset because of how well
it fits into time, place, circumstance. Since this is the last section in our project, I needed to spend
enough money to meet the minimum budget requirement. In order to meet that requirement, I
decided to have my total clicks per month be the maximum that were available for each keyword
/ key phrase just to meet the budget requirement.
CPM Analysis
CPM Definition:
CPM means cost per thousand. For this project we want to figure out which of our media
choices are cheap vs, which are expensive. Our own judgement does not matter in this case. It is
important to think about what it is that you are buying and for us we are buying people. We are
looking at our cost per thousand people. We want to know how much it is going to cost per
thousand people that we are trying to reach. The CPM can help us determine what media choices
are cheap vs. which are expensive by looking at the costs for each.
CPM Comparisons:
- Sacramento Magazine: $29.97
- Bicycling Magazine: $15.42
- KYMX-FM: $11.11
- KBEB-FM: $11.11
- Google Search Ads: $2,122.73

19. CPM Analysis:
Per my calculations the google search ads are the highest, but I expected that from the
beginning. They are the easiest to access and most likely reach more of my target audience than
magazine or radio. This is because someone would not search the keywords without having an
interest in the results. Google ads are perfect for time, place circumstance scenarios because of
this. My lowest are the radio ones, which I also expected. If we look at all media choices as if
they all have the same time place circumstance appeal, then radio would be the best bank for the
buck because it is only $11.11 per thousand listeners.
Final Media Thoughts
Through this media plan I have learned a lot week by week. It helped a lot to be able to
write exactly what I was thinking into the papers to be able to receive feedback on what needed
to be fixed or what was on the right track. I liked all the feedback that was given throughout the
entire media plan project. I also really liked that it was broken up into sections because it made it
easier to understand and focus on each part week by week. I did not like that we had to do
everything virtually but that could not be controlled during this pandemic. I miss in person
interaction with others to be able to talk and bounce ideas off of one another. I learned how to
break things up and fully understand how to buy media. I never thought that I would have any
interest in learning about any of this, but I found it kind of fun. I was very stressed at times but
once I watched the lectures, I was able to figure it all out. It surprised me to see how much it
costs to buy traditional radio ads. Going into this plan I wanted to spend the least amount of
money on radio however I quickly realized that that was not going to be possible with how
expensive it was.

20. Citations:
(1) Balton, Jeff. “Bike Statistics & Facts for 2020 (E-Bikes Included) - Bicycle Guider.”
Bicycle Guider - Bikes, Bike Reviews, Cycling Advice, Best Picks | Mountain, Road,
Hybrid Bikes, Bicycle Guider, 21 Feb. 2020, www.bicycle-guider.com/bike-facts-stats/.
(2) Burrows, Michael. “Younger Workers in Cities More Likely to Bike to Work.” The
United States Census Bureau, U.S. Census Bureau, 16 July 2019,
www.census.gov/library/stories/2019/05/younger-workers-in-cities-more-likely-to-bike-
to-work.html.
(3) Cortright, Joe. “Who Bikes?” City Observatory, 29 May 2019,
cityobservatory.org/who-bikes/.
(4) “Homepage.” Marin Bikes, 30 Mar. 2020, www.marinbikes.com/.
(5) Ryan, Christine. “The Best Hybrid Bike.” Wirecutter, 7 May 2019,
thewirecutter.com/reviews/best-hybrid-commuter-bike/.
Uploaded publicly
https://docs.google.com/document/d/1Jd6z_hzo2YF4x5rwwQ_rJ0cqkqfygRSafjJ8kHH6618
/edit?usp=sharing