Advertising Media Plan for Big 5 Sporting Goods

1. Noah Cooper
Intro to Advertising: Introduction to the Advertising Process
Big 5 Sporting Goods and Campers in Los Angeles
Target’s Psychographic Summary
 Usually camp within a short distance from home
 Prefer affordable and comfortable camping gear
 Use camping as a recreational way to spend time with friends and family
 High participation of car camping
Target’s Demographic Summary
 Gender: Men
 Marital / Family Status: Married
 Age Range: 25-44
 HH Income: $24,000-$74,999
The following media plan recommends where Big 5 Sporting Goods should spend their
advertising budget. This plan includes four different media types where the CPM ranges from
low to high. Media recommendations include magazine advertisements, radio advertisements,
Google ads, and E-Newsletter ads. The plan gives the thought process and specific reasoning on
why certain advertising dollars should be spent more in one area than another. It also helps
explain the various psychographic, demographic, and geographic elements of campers. These
elements explain why family car campers are the best target audience for Big 5. Big 5 Sporting

2. Goods offers comfortable and affordable camping products that align with the specific target
audience of family car campers in Los Angeles.
Media Buy Overview
Media Vehicle No. of Ads Total Cost CPM
Magazines
Outside 1 $ 32,530 $ 11.62
LA Weekly 6 $ 16,800 $ 6.35
Magazine Totals/Avg $ 49,330 $ 8.98
Radio
KCBS-FM 16 $ 82,202 $ 11.79
KAMP-FM 36 $ 103,248 $ 10.42
All Radio Totals/AVG 52 $ 185,450 $ 11.10
Google Ads No. of Clicks
Google Totals/Avg 38,160 $ 34,999 $1,385.00
E-Newsletters No. of Weeks
LA Weekly Magazine 12 $ 4,800 $ 62.34
Totals/Averages $ 4,800 $ 62.34
TOTAL / AVERAGES $ 274,578 $ 23.12
Target’s Geographic Location: Los Angeles, CA
Target Audience: Family Car Campers in Los Angeles
Psychographic Elements of Campers

3. People enjoy camping for a number of reasons. According to the 2017 American Camper
Report, a majority of people first go camping, because they enjoy being outside (Outdoor
Foundation, 2017, p. 36). The highest percentage of participants are only casual campers,
meaning camping is just one of many activities they participate in outside of work or school
(Outdoor Foundation, 2017, p. 10). Many people also camp to spend more time with family and
friends. Sixty-five percent of individuals participate in camping with friends, while 58% of
campers take along their immediate family. (Outdoor Foundation, 2017, p. 22). Since a majority
of participants go on camping trips with their friends or immediate family, these campers would
make an ideal target for Big 5 Sporting Goods.
On average, people who camp drive nearly 137 miles from their home, however, this
number can be accurately narrowed down even further due to outliers who travel over 500 miles
for their camping trip (Outdoor Foundation, 2017, p. 20). The largest percentage of participants
travel less than 50 miles from their home to camp. A majority of campers also take part in car
camping when compared to RV camping or backpacking. Nearly 28 million people participate in
car camping out of the nearly 41 million overall campers in the United States (Outdoor
Foundation, 2017, p. 5). This is a key aspect about campers, because it shows campers will need
items such as flashlights, tents, coolers, and sleeping bags if they’re planning on camping within
a quarter of a mile of their vehicles.
On average, campers also spend $546.41 on supplies and gear (Outdoor Foundation,
2017, p. 2) This number shows that campers buy their supplies based on affordability, since they
don’t normally spend a large amount of money on camping gear. Some high-end tents or coolers
alone can cost more than $546. If the average camper is spending that amount on all of their
supplies, they’re probably looking at buying the most affordable products each year. First-time

4. campers spend even less money on supplies. According to the 2017 American Camping Report,
the average first-time participant only spends $181.61 on supplies before their first outing
(Outdoor Foundation, 2017, p. 2). The amount of money spent closely aligns with the average
numbers of days participants spend camping. The average participant camps roughly 14 days out
of the year (Outdoor Foundation, 2017, p. 4). If the average person is only camping for 14 days
of the year, they won’t spend as avid campers who go every weekend.
Demographic Elements of Campers
There are a wide variety of people who enjoy camping. On average, 55% of all campers
are male (Outdoor Foundation, 2017, p. 8). However, a majority of men go on camping trips
with their spouse, as 68% of campers are couples (Outdoor Foundation, 2017, p. 22). This shows
that although men go camping more often, it might be more important to focus on families who
camp, instead of only concentrating on one gender specifically.
It’s also important to focus on what age group encompasses the largest number of
campers. According to the 2017 American Camper Report, the age group that encompasses the
highest percentage of campers is 25 to 44 year-olds (Outdoor Foundation, 2017, p. 8) These
individuals go camping more often than individuals in any other age range. These are also the
individuals Big 5 Sporting Goods should focus on the most, due to how often they camp, and the
probability couples in this age range could have families, given that families are some of the
most prominent campers. Since tents are the most popular shelter, and the average age of
campers who slept in tents is 40, this falls perfectly within the age range of 25 to 44 years as well
(Outdoor Foundation, 2017, p. 2).

5. Since Big 5 Sporting Goods doesn’t offer the most expensive camping products, it’s
important to focus on advertising to individuals with an income of $25,000-$74,999. The largest
percentage of people who camp fall within this income range as well. Campers within this
income range go camping the most often, making these campers the most ideal to advertise to.
Education plays a role in the demographic elements of campers as well. Twenty-five
percent of campers were college graduates, while 57% of all campers had at least some college
experience (Outdoor Foundation, 2017, p. 8). Education could be another important element for
Big 5 to consider when advertising, since a large percentage of campers have furthered their
education outside of high school.
Ethnicity is another demographic aspect Big 5 would need to take into consideration
when advertising. According to the 2017 American Camper Report, 78% of camping participants
are white (Outdoor Foundation, 2017, p. 25). Caucasian campers overwhelmingly go on camping
trips more than any other ethnicity. This shows why they should be the main ethic group targeted
in advertisements by Big 5.
Geographic Target: Los Angeles, CA
There are numerous Big 5 Sporting Goods stores in the Los Angeles Area. Big 5 Sporting
Goods is one of the largest sporting goods retailers in Los Angeles with 100 stores located in the
surrounding area (Big 5 Store Locator). Los Angeles is one of the largest cities in America, but
there are still a wide variety of different National Parks and campsites located within 136 miles
of the area. There are also a number of various climates and terrains which include desert,
mountain, and forest campsites.

6. Some of these campsites include Mount Pacifico Campground, which is located less than
50 miles from downtown. Mount Pacifico is located in the Angeles National Forest. It would be
one of the many ideal campground targets for Big 5 Sporting Goods to associate with in
advertising, because 19% of campers enjoy camping in mountainous regions. Joshua Tree
National Park is another popular campsite in the area. This site is located roughly 130 miles from
downtown. Joshua Tree National Park is a site that features a desert-like climate with numerous
hiking and climbing trails. Unlike other locations that feature mountainous or desert terrain,
Crystal Lake Recreation Area features a forest environment. This campsite is also located in
Angeles National Forest, roughly 50 miles from downtown Los Angeles. Crystal Lake offers a
variety of both hiking trails and fishing spots.
Each of these regions in the surrounding area of Los Angeles would be ideal locations for
Big 5 Sporting Goods to associate with in their advertisements. However, Crystal Lake
Recreation might offer the most variety of activities for campers to participate in, because this
site includes both hiking and fishing opportunities. Crystal Lake is also located within the 50
mile range that 37% of participants travel within when camping (Outdoor Foundation, 2017, p.
20). Both hiking and fishing are two of the top five favorite leisure activities campers participate
in, and among white campers, hiking and fishing are the two most popular outdoor activities
(Outdoor Foundation, 2018, p. 31). This helps make Crystal Lake one of the most ideal
destinations in the Los Angeles Area for family car campers.
Big 5 Sporting Goods Company Profile
Company Overview and History

7. Big 5 Sporting Goods was founded in 1955 by Mauri Liff, Harry Liff, and Robert Miller
under the name Big 5 Stores (Big 5 History). At first, the company consisted of five stores in
Southern California, hence the name “Big 5.” Originally, Big 5 Stores sold items typically
associated with the army, including tents and tools (Big 5 History). Due to the growing
population and sports community in Southern California, Big 5 Stores began selling sporting
goods in the early 1960s and subsequently changed their name to “Big 5 Sporting Goods” in
1963 (Big 5 History).
In 1971, Big 5 Sporting Goods was bought by Thrifty Drug Stores, which helped expand
the business across California. By the early 1990s, Big 5 Sporting Goods had expanded outside
of California to Nevada and Washington (Big 5 History). After 21 years under Thrifty Drug
Stores, Big 5 was bought out again, this time by Leonard Green & Partners in the 1992. Under
Leonard Green & Partners, Big 5 Sporting Goods continued expansion to Arizona, New Mexico,
Idaho, Texas, and Oregon by the mid-90s (Big 5 History). In the late-90s, the Miller family
raised $250 million and acquired a majority stake in the company (Big 5 History). After the
management acquisition in the late-90s, Big 5 Sporting Goods went public in 2002. To this day,
Big 5 continues to expand to markets outside their initial market of California. Big 5 has now
expanded to 436 locations across 11 west coast states.
Big 5 Sporting Goods is a retail company that offers both outdoor and indoor sporting
goods, athletic equipment, fitness apparel and more. Big 5 sells name brand products that include
the likes of Nike, Adidas, Under Armour, and more (MarketLine, 2019, p. 3). The company also
sells private brands including Harsh and Pacifica (MarketLine, 2019, p. 3). Big 5 sells name
brand goods to market to a majority of their customers via brand recognition, while they offer
private brands to market to their value conscious customers (MarketLine, 2019, p. 4). The

8. addition of private brands help Big 5 stand apart from its competitors, such as Dick’s Sporting
Goods, by offering affordable products that appeal to a wide variety of customers.
Outside of retail stores, Big 5 Sporting Goods sponsors special events to help engage
with their customer base. They advertise at various community events such as the Nike 3-on-3
Basketball Tournament in Los Angeles. Big 5 was one of the main sponsors in the event, and
held giveaways at their booth during the tournament. Big 5 also sponsors a number of 5k races,
to help with community engagement.
Products
Big 5 Sporting Goods offers a variety of products including shoes, apparel, sports, and
more. They also offer an extensive selection of camping gear. Some of their products for
camping include sleeping bags, backpacking gear, and first aid equipment.
According to the 2017 American Camping Report, flashlights were the most popular
item bought by campers (Outdoor Foundation, 2017, p. 2). Big 5 offers 35 different types of
flashlights for campers ranging from $5 to $60. One of Big 5 Sporting Good’s biggest
competitors, Dick’s Sporting Goods, has similar flashlight prices on the low end. However,
unlike Big 5, Dick’s offers some of the higher end flashlight options for campers as well. Their
flashlight prices range from $5 to $90.
The second most popular item bought by campers was coolers (Outdoor Foundation,
2017, p. 26). Big 5 offers 36 different cooler options ranging from $15 to $210. On the other
hand, Dick’s Sporting Goods sells coolers ranging from $10 to $1,229. This shows that once
again, Big 5 offers coolers on the low end of pricing and affordability to their consumers. Many
of the coolers offered by Big 5 are Coleman and Igloo brand coolers, which tend to be priced

9. cheaper than brands such as Yeti, which is the most popular cooler brand at Dick’s. Yeti coolers
can be seen as higher end products when compared to Coleman or Igloo, and cost $200 to $500
on average.
Big 5 also sells 22 different tents ranging from $30 to $360. Tents are one of the most
popular items purchased by car campers. A majority of the tents Big 5 sells cost under $100 as
well. While Big 5 offers mainly Colombia and Coleman brand tents, Dick’s Sporting Goods
offers a variety of high-end tents by brands such as Eureka and Marmot. These tents can cost
upwards of $679 at Dick’s.
Big 5 Sporting Goods product prices are noticeably on the lower end when compared to a
competitor such as Dick’s Sporting Goods. This should come as no surprise, given Big 5’s
marketing push to sell affordable products to their customers. Their camping products would be
most ideal for participants within the income range of $25,000 to $74,999, because individuals
that make more money each year will more than likely chose to shop at a store that offer’s higher
end camping products.
Locations

10. As previously mentioned, Big 5 Sporting Goods has 100 locations in the greater Los
Angeles Area. As shown by the following screenshot, Big 5 locations around Los Angeles range
from North Bakersfeld, California to San Diego. There are numerous stores close to prominent
campgrounds in the area as well, so no customer should have any issues finding a location within
136 miles of any campsite in the area. For comparison, Dick’s Sporting Goods only has 10
locations within a 100 mile radius of Los Angeles, making Big 5 Sporting Goods more
accessible no matter where a potential customer is located.
Why Campers are the Perfect Target for Big 5 Sporting Goods
Campers in Los Angeles are the perfect target for Big 5 Sporting Goods for a number of
different reasons. Big 5 offers affordable camping products that align with the average household
income of a majority of campers. This affordability is a key aspect that can help attract
customers to Big 5 over competitors such as Dick’s Sporting Goods in Los Angeles. Car campers
need products such as tents, flashlights, coolers, sleeping bags, and more. Customers are able to
find these popular camping products at an affordable price at Big 5. Campers would easily be
able to choose from Big 5’s selection of 35 different flashlights, 36 different tents, and other

11. camping products to find supplies they like within their budget, based on their household
income.
Big 5 is also perfect for their Los Angeles customers in terms of location, since campers
travel roughly 136 miles from their homes, and a majority of those people only travel less than
50 miles from their homes on camping trips. Big 5 has 100 locations within the greater Los
Angeles area, which are near a number of possible camping destinations as well. Customers
would easily be able to visit a Big 5 Sporting Goods store close to their home, and still be within
perfect distance from their possible camping destination.
Media Plan Recommendations
Magazine Recommendations
Magazine Name: Outside Magazine
Rationale
This magazine doesn’t make much sense, because my target audience is family car
campers in Los Angeles. While Outside Magazine matches fairly well with my target’s
psychographic summary, it would be impractical to use this magazine based on my target’s
geographic location. However, I have to use this magazine, because it is one of our only two
options. Outside Magazine targets a very specific audience. According to Outside Magazine’s
media kit, they target an “active-lifestyle audience.” Printed issues of Outside Magazine include
feature stories on adventures, road trips, and urban exploration. These broad topics dive deeper
into specifics about car camping gear, hunting and fishing gear, hiking gear, and related topics.
These issues align closely with Big 5’s target audience’s psychographic needs such as a high
participation in car camping and a focus on comfortable and affordable camping gear. Big 5

12. would be able to benefit from advertising in Outside Magazine, because they would able to
match their target’s needs to specific topics in in magazine.
Ad Size and Position
I’ve recommended a quarter page, full color ad, located on the inside of the magazine.
Since Outside Magazine targets a wide geographic area, they’re very expensive to advertise
through. I decided to only do a quarter page ad, because the prices go up quickly the more space
chosen to advertise in. For example, it would be $10,000 more expensive for a one third page ad,
over $20,000 more for a half page ad, and nearly $170,000 more expensive for a full two page
ad. Since my maximum budget is only $275,000, it seemed trivial to waste over $200,000 on a
single magazine advertisement. It’s also wouldn’t be financially smart to run more than one
advertisement in Outside magazine, because a high percentage of my budget would be depleted.
I decided to run a full color ad, because there was only roughly a $1,000 difference between a
black and white ad and a color advertisement. A colored advertisement could be seen as more
visually appealing to my target audience. Since the price difference was so small, it seemed
worth it to opt for a colored ad.
Ad Cost
The total cost to run one quarter page colored advertisement in Outside Magazine is
$32,530. As previously mentioned, the price difference dramatically increases when more space
for the advertisement is purchased. For this reason, my total cost for the magazine over a three
month period would be $32,530, because I’m only choosing to run the advertisement one time.
There’s little reason to advertise more than once when other options better fit Big 5’s geographic
target audience.

13. CPM
The CPM for this media vehicle is $11.62. When compared to my other magazine option,
LA Weekly, it’s $5.27 more expensive to reach every 1,000 people. This also played a factor into
my decision to only run one small advertisement in Outside. Since Outside doesn’t fit the
geographic target well, and costs much more to reach 1,000 people, it didn’t seem logical to
advertise more than the minimum. However, compared my radio choices, the CPM more closely
aligns. There’s roughly a 50 cent difference between my average CPM for radio and the CPM for
Outside Magazine. However, given radio’s local appeal, it made more sense to spend a higher
percentage of my budget in that media type.
Magazine Name: LA Weekly
Rationale
Unlike Outside Magazine, LA Weekly ideally matches with the geographic target of Big
5 Sporting Goods. However, LA Weekly doesn’t match well with my target’s psychographic
needs. LA Weekly’s demographic audience aligns well in some areas as well. Fifty-four percent
of LA Weekly’s readers are between my demographic target age range for Big 5 Sporting Goods
of 25-44 years old. Only 14.2% of LA Weekly’s audience has a household income below
$74,000, which is the ideal household income for Big 5 Sporting Goods to advertise towards. Big
5 would be able to benefit from advertising in LA Weekly due to the geographic similarities
between the audience of the magazine and the audience Big 5 is attempting to reach in their
advertisements based on certain geographic and demographic factors.
Ad Size and Position

14. I chose to recommend six, half-page advertisement’s on the inside of the magazine. Since
LA Weekly has a small geographic target when compared to Outside magazine, their prices were
extremely cheaper. For this reason, I felt like I could afford to run a larger advertisement more
times. I decided to recommend running a half-page advertisement due to the cheaper prices.
There wasn’t a large difference between running a full sized ad and a half page ad, but I felt like
I could save money to use in other media types by running a half page ad, while keeping my
CPM low.
Ad Cost
The total cost to run one half page advertisement in LA Weekly is $2,800. I decided to
recommend running six total advertisements in consecutive weeks for the first half of the three
month campaign. The total cost to run these six advertisements would be $16,800. I chose to
increase the total number to times I ran the ads to six, due to both the low overall cost and the
low cost to reach 1,000 readers.
CPM
As previously mentioned, the total CPM for this vehicle is much less than LA Weekly.
The CPM for this media vehicle is $6.35. When compared to LA Weekly, I feel like I’m getting
a better “deal” since the CPM is so low. A low CPM paired with the ideal geographic match of
Big 5 Sporting Goods made it seem worth it for me to run more ads. When compared to radio,
the CPM is also much lower. My two radio recommendations both have CPMs over $10. This is
another reason I decided to run more advertisements in LA Weekly for half of the three month
campaign.

15. Magazine Name Cost Per Ad Ad Size
Ad
Position
Number
of
Insertions
Total Campaign
Cost
Total
Audience
(000) CPM
Outside $ 32,530 1/4 page Inside 1 $ 32,530 2,800 $ 11.62
LA Weekly $ 2,800 1/2 page Inside 6 $ 16,800 441 $ 6.35
Magazine Totals/Avg $ 17,665 7 $ 49,330 3,241 $ 8.98
(avg) (total) (total) (total) (avg)
Radio Recommendations
Radio Choices
Format
When deciding what format I chose to recommend running ads in, I immediately knew
certain demographic elements of campers would play a key role in deciding what format fit the
best for my target audience. First, I ruled out the Mexican Regional, Ethnic, and Spanish radio
stations, because of the language barrier possibly becoming an issue, and Latinos not being my
specific target audience. As previously mentioned, an overwhelming majority, 78 percent, of
campers are Caucasian. Next, I ruled out the Oldies, Jazz, Classical, and News Talk Stations,
because my target demographic is only 25 to 44 year olds. These stations play content that
wouldn’t align with my target audience’s age.
The first format I chose to run advertisements in during the campaign is an adult hits
station. The demographic elements of campers show the age group that camps the most often are
25 to 44 year olds (Outdoor Foundation, 2017, p. 8). I chose an adult hits station in Los Angeles,
given the high probability of adults enjoying the content on the station. Young children wouldn’t
as likely to listen to adult hits, since they aren’t yet of age. Another reason I felt adults hits was a

16. good match, is because there’s only one adult hits station in Los Angeles. This station would
effectively be able to dominate the adult hits format, while keeping a rating percentage I felt Big
5 Sporting Goods could afford to pay for.
When choosing a second station format, I decided upon pop contemporary hits, because
of the high probably adults who are 25 to 44 years old would have children. I felt that the pop
contemporary hits station would be a format parents might have on when their kids are in the car.
Parents might see this station as an appropriate and enjoyable play with their children in the
vehicle. Of the two Pop Contemporary Hits stations in Los Angeles, I chose the station with the
lower Neilson rating, due to the high cost-per-point in a big city like Los Angeles. I needed a
station that fit my wants based on demographics, but was still within the budget.
Days and Daypart
I chose to run the adult hits station, KCBS-FM, in the AM daypart, because of specifics
in time, place, and circumstance. I felt like there would be a high likelihood adults in the 25 to 44
year old age range would be driving to work during the morning. They might choose to have
KCBS-FM on in the car, because there aren’t any children present in their vehicle. It’s a time
these adults have the opportunity to listen to what they want to hear. This is a station they might
enjoy listening to the most during that time.
I then chose to run the pop contemporary hits station, KAMP-FM in the evening, because
of specifics in time, place, and circumstance as well. I felt like the evening would allow for a
greater chance of children being present in the vehicle. Parents might be picking their kids up
from practice or school after work, and would be playing the op contemporary hits station to
accommodate towards their children’s music taste in today’s pop hits.

17. Finally, I chose to run ads on the adult hits station twice a week on Tuesday and
Thursday. I then chose to run ads on the pop contemporary hits station three times a week on
Monday, Wednesday, and Friday, because I felt like this would allow for an even distribution of
advertisements that would reach my target across both media vehicles for radio.
Insertions
For both stations, I chose to recommend running one advertisement per hour, for all four
hours of the daypart, for a total of four ads per day. As mentioned earlier, I chose to run ads two
days per week, for two weeks, for the adult hits station. This would bring a total of 16 insertions
for KCBS-FM. I then chose to run ads three days per week, for three weeks, for the pop
contemporary hits station. This would bring a total of 36 insertions for KAMP-FM. The grand
total of insertions for both stations combined would be 52 insertions over a five week period. To
balance out my advertisements over the three month campaign, I would run my allotted
magazine advertisements for the first six weeks of the campaign, and run my radio ads for the
next five weeks of the campaign. Due to a lack of sufficient funds needed to run ads each week
of the campaign, I won’t have any radio or magazine advertisements for the final week. Only the
continuous running of Google and E-Newsletter advertisements will run during week 12 of the
campaign.

18. KCBS-FM KAMP-FM
Chosen Daypart AM PM
Number of hours per daypart 4 4
Number of ads per hour 1 1
Total number of ads per day 4 4
Days per week ad runs 2 3
Number of weeks ad runs 2 3
Total number of ad days for
campaign 4 9
Total number of insertions for
station 16 36
Station No. 1:
Name / call letters of station and its format: Adults Hits station – KCBS-FM
Reason
I chose this station, because of how well I felt it would fit with my target audience’s
demographic data. This station offered affordability with a somewhat middle of the road Neilson
Rating Percentage. The rating percentage high enough to the point where I felt like I couldn’t
afford to run ads on the station. I would have liked to run advertisements on the adult
contemporary station KOST-FM, but this station had one of the highest rating percentages in Los
Angeles at 5.2 percent, making it nearly impossible to work into my budget and still have enough
money left over to advertise in other areas. This station featured an ideal combination of a match
between my target audience’s demographics and affordability for myself based on the lower
rating percentage.
Cost per ad

19. My cost per ad for KCBS-FM is $5,138. I calculated my cost per ad by taking the rating
times the cost-per-point in Los Angeles. Since LA is such a large city, its cost per point is
extremely high at $1,352 for a 60 second ad, during the AM daypart between 6 AM and 10 AM.
CPM
The CPM for this media vehicle is $11.79. This is my most expensive CPM when
compared to all other media vehicles for magazines and radio. I still felt this station was
necessary due to how closely it matched with the specific demographic data of campers in Los
Angeles. Since the CPM was higher than all others, I only chose to only run 16 advertisements
on this station. I didn’t see the benefit of spending too much money in this area, because that
would only mean less money spent in an area that could be more important. Although the CPM
for KCBS-FM is the highest between all magazine and radio vehicles, each CPM is still
relatively close between all four, making this station affordable to fit into my budget.
Station No. 2
Name / call letters of station, and its format: Pop Contemporary Hits Station – KAMP-FM
Reason
I chose KAMP-FM, because of how well I feel it matched with the demographic data of my
target audience. I felt this would be the perfect station for adult campers age 25 to 44 who have
children that enjoy listening to contemporary pop hits. Like KCBS-FM, KAMP-FM offered
some affordability when compared to similar stations. It had a lower rating percentage when
compared to the other pop contemporary hits station in LA, KIIS-FM. While I would have liked
to run advertisements on KIIS-FM instead, my budget simply wouldn’t allow for it, because it

20. would have been too expensive. This station was an ideal match to fit my budget, demographics,
and cost to reach 1,000 people.
Cost per ad
My cost per ad for KAMP-FM is cheaper at only $2,868. I calculated my cost per ad the
same way I did for the first station by taking the rating times the cost per point in LA. However,
since I chose the PM daypart for the second station, the cost per point was slightly cheaper at
$1,195 for a 60 second ad between 3 PM and 7 PM. If I really wanted to save money, I could
have chosen the evening daypart, but given the time, place, and circumstance of families in LA, I
figured the chance would be less likely they would be listening to the radio during this time.
CPM
The CPM for this media vehicle is $10.42. This price point makes it the second cheapest
of all my magazine and radio vehicles to reach 1,000 people. This is one of the main reasons I
decided to nearly double the number of advertisements on KAMP-FM, than I recommended
running on KCBS-FM. It made the most sense to spend more overall dollars at this station if I
were to get a better “bang for my buck.”
Radio
Station Format
Day-
Part Rating
Rating
(%)
Persons
12+ in
Market
Listeners
of station
(000)
Cost
per
point
(PPP)
Cost
per
:60 ad
No. of
insertions
Total
cost
CPM
(Listeners)
KCBS-FM Adult Hits AM 3.8 3.8% 11,469,700 436 $ 1,352 $5,138 16 $ 82,202 $ 11.79
KAMP-FM
Pop
Contemporary
Hits PM 2.4 2.4% 11,469,700 275 $ 1,195 $2,868 36 $103,248 $ 10.42
All Radio
Totals/AVG 3.1 711 $ 1,274 $4,003 52 $185,450 $ 11.10
(avg) (total) (avg) (avg) (total) (total) (avg)

21. Google Keyword Recommendations
Keyword List
Camping supply stores, hiking gear, camping supplies near me, four person tent, camping
gear, fishing gear, campgrounds near me, car tents, best fishing near me, statepark camping.
Rationale
I chose the key phrases “camping supply stores” and “camping supplies near me,”
because I felt these keywords were really targeted towards people who were looking to buy
camping gear as soon as possible. Big 5 would be an ideal target for these individuals due to
their comfortable and affordable camping products. Since these keywords were both specific and
targeted, their cost per click was extremely expensive when compared to various other keywords
I chose. However, because these keywords were so targeted towards finding camping supplies, I
chose to spend the most I could per click for both of these key phrases, and choose 700 clicks per
month
Next, I chose the keywords “hiking gear,” “fishing gear,” and “camping gear.” These
keywords were all relatively close in cost per click, around $1.00. I chose to search these three
phrases, because, as mentioned previously, fishing and hiking are two of the most popular
activates campers participate in on their trips. If a family is planning on camping soon, they
might search these key phrases to purchase the gear they need to participate in these activities.
I then chose specific products I knew family car campers would need to buy, which
included “four person tents” and “car tents.” I almost decided to go with “six person tents,” but
this phrase was very unpopular in Google searches. “Four person tents” seemed to be searched
more often. I also almost just used the keyword “tents,” but I felt that “four person tents” was

22. more specific to my target audience of families. Both of these options had relatively cheap cost
per clicks when compared to other keywords I used. “Car tents” was the lowest cost per click I
had at 16 cents. However, it was a popular search overall. I chose to spend 4,000 clicks per
month on car tents and 600 clicks per month on “four person tents” to get a lot out of my
investment into the keywords for these products.
My final key phrases I chose were “campgrounds near me,” “best fishing near me,” and
“statepark camping.” I felt like these keywords would relate to possible destinations campers
would be traveling to. If campers are seriously thinking about traveling to a nearby location, then
they might need to buy affordable gear at Big 5 Sporting Goods first. This would attract a very
targeted group of people. Since these three were all expensive key phrases, I decided to go low
on the total clicks per month to stay within the budget. The cost to reach 1,000 people also was
above average when compared to my other keywords and phrases. This made it feel like a
smarter choice to go with less total clicks per month.
I decided to run each keyword for the entire three months of the campaign. This would
maximize the use of these advertisements. Although the CPM is over $1,000 more than the
average CPM for every other media type combined, I felt it was still worth it for me to get the
most out of searches since they’re extremely targeted towards the needs of my target.
Most expensive keyword
The most expensive key phrase I chose to recommend was “camping supplies near me.”
This key phrase cost $3.00 per click. The range of searches for this phrase was 100 to 1,000
clicks per month. I decided upon 700 clicks per month, because of how targeted I believe
“camping supplies near me” relates to Big 5 Sporting Goods. I also decided to run this for the

23. length of the campaign to maximize the amount of clicks this search received. I believe this
keyword is the most expensive because it gets right down to what the target audience wants and
what Big 5 Sporting Goods has to offer. Campers want supplies and Big 5 offers the supplies
campers need.
The phrase “car tents” was my least expensive key phrase I chose to recommend buying.
This phrase was only 16 cents per click. Like every other keyword, I ran it for 3 months.
However, since this search was so cheap, and it had a high volume of clicks per month, I decided
to buy 4,000 clicks per month. The CPM was much lower on this search compared to every other
keyword or phrase I chose as well, making it seem like an ideal fit.
I bought more of the least expensive key phrase simply because it had more average
clicks per month at such a low cost. Many potential targets were able to see the advertisement for
a low cost, allowing this key phrase to have a low CPM when compared to the most expensive
key phrase I bought.
Keywords /
Keyphrases
Cost per
Click (CPC)
Total
Clicks per
Month
Number
of
Months
Total
Clicks
Total
Cost
CPM
(CPC)
camping supply stores $ 1.72 700 3 2,100 $ 3,612 $ 1,720
hiking gear $ 1.22 300 3 900 $ 1,098 $ 1,220
camping supplies near
me $ 3.00 700 3 2,100 $ 6,300 $ 3,000
four person tent $ 0.77 600 3 1,800 $ 1,386 $ 770
camping gear $ 1.13 3000 3 9,000 $ 10,170 $ 1,130
fishing gear $ 1.09 200 3 600 $ 654 $ 1,090
campgrounds near me $ 0.95 3000 3 9,000 $ 8,550 $ 950
car tents $ 0.16 4000 3 12,000 $ 1,920 $ 160
best fishing near me $ 1.81 20 3 60 $ 109 $ 1,810
statepark camping $ 2.00 200 3 600 $ 1,200 $ 2,000
Google Totals/Avg 1.39 12,720 38,160 $ 34,999 $ 1,385
(avg) (total) (total) (total) (avg)

24. E-Newsletter Recommendations
Weekly NewsletterCategory: Entertainment
Ad Type: 728 x 90 Banner Ad
Weeks Purchased
I recommended running the E-Newsletter ad each week of the campaign. It’s only $400
to advertise in the E-Newsletter, making the total cost $4,800. I chose to run a banner ad each
week, because of how little if affected my overall budget when compared to other options in
radio, magazines, or Google ads. Although the CPM is much higher than magazines and radio, I
felt being the sole advertiser for a great geographic fit was worth spending the extra dollars on.
Newsletter Rationale
This newsletter makes sense for the campaign, because it’s a local platform of
distribution. Like the magazine LA Weekly itself, the geographic target is centered in Los
Angeles. My target audience is family car campers in Los Angeles, making the newsletter a
perfect geographic fit.
Strategy Thoughts
Budget & CPM
CPM is the amount of money an advertiser pays to reach 1,000 viewers, listeners, or
readers of an advertisement. It can be used to evaluate each media recommendation by helping
determine which media type and specific media vehicle within the type offers the best value.
Google Ads have a much higher CPM when compared magazines, radio, and even e-newsletters.
This is due to how extremely targeted they are. In my research, magazines had the lowest

25. average CPM, making them the best “bang for my buck.” However, I didn’t choose to
recommend spending the most money in magazines, because of how vast Outside Magazine was
in relation to my geographic target audience, and how poor LA Weekly was in addressing my
target audience’s psychographic needs.
Media Benefits
From this paper, I’ve learned about the differences and benefits of four various media
types. Some media types such as radio and local/regional magazines offer a geographic appeal to
a specific target audience, while some national magazines can appeal to specific psychographic
wants of a target audience, but be outside the geographic location one might be advertising to.
I’ve also learned how Google advertisements can be beneficial over nearly any other media type
due to how targeted and website focused they are. I’ve also found that just because the total cost
is expensive, doesn’t mean the cost to reach every potential customer will be as expensive. CPM
can be used as an important indicator to whether an advertiser is spending too much money in
one area. Advertisers might be spending unnecessary amounts of money to reach the same
amount of people that less money could reach in a different media type or vehicle. Finally, I’ve
realized the importance of attempting to match a target audience’s psychographic, demographic,
and geographic needs to a specific media type, to reach the largest percentage of individuals that
fall within the wanted target audience.

26. Works Cited
“Big 5 History.” Big 5 Sporting Goods,
https://www.big5sportinggoods.com/store/company/History.
“Big 5 Store Locator.” Big 5 Sporting Goods,
https://www.big5sportinggoods.com/store/integration/find_a_store.jsp?storeLocatorAddr
essField=64485&miles=10&lat=39.9423872&lng=-94.83132569999998&showmap=yes.
Outdoor Foundation, The Outdoor Foundation (2018) “2018 Outdoor Recreation Participation”
Outdoor Foundation, The Coleman Company (2017) "2017 American Camper Report"
MarketLine, April 26, 2019, "Company Profile: Big 5 Sporting Goods Corp."