Media Plan

1. Media Plan for Hammer Made Brand and Male Business Travelers
Analysisof Hammer Made Company and Products
Company Overview
Primary Focus- HammerMade isa store that sellsshirts,tiesandsquares,t-shirtsandsocks.One of theirsignature
mottosis,“Don’t justweara shirt,wear a HammerMade” (HammerMade).Thisinstantlytellsaconsumerthatthere is
somethingspecialaboutthese shirtsthattheycannotgetanywhere else.There are specificuniquefeaturesthatmake
up a HammerMade and one of those isthe fitof the shirts.Onthe website,itreferstofitof the shirtbeingjustrightfor
that specificpersonandtheirstyle.They are nottoolongor too shortand theyare not tootightor loose (Hammer
Made).Anotherimportantaspectthatallowsthemtostandout is theirfabric,whichisimportedfrommillsinEurope
and otherexoticplacesaroundthe world(HammerMade).Thisallowsmentofeel greatwearingthe shirtsandknow
the material isstrong,valuedandunique. Eachfabricishand selectedandbecause itcomesdirectlyfromthe millsthey
getthe patternsandfabricsbefore the restof the world (HammerMade). Functionalityisalsoanotheraspectthat
makesthisbrandstand out fromthe rest because itproveshow theirshirtscan be worn formallyandcasually.
Customersare alsoable to connectwitha stylistif theyneedhelpwiththeirselectionsorwithstylingquestions.This
allowsthe shoppertogetpersonal,specificadvice aboutthe color,fabricorstyle.Theyare in-store butalsoonline as
well sopeople are able togethelpfree of charge anywhere.Thisfunctioncanalsohelpnotjustmenbuyingtheirown
clothesbuthelpfamilyorfriendsthatare purchasinga giftforsomeone.HammerMade makesittheirgoal to be there
for theircostumers,whichallowsthemtostandoutfrom the rest.Theyhave special clothesandspecial servicesthat
keepindividualscoming backformore.
History- Passionissomethingthatallowsbusinessestosproutfromnothingandcontinue toprosper.Jason
Hammerberg,the founderof HammerMade,has alwayshada deep-rootedlove forfashionandlearnedalotfrom
shoppingwithhismomandsister.He wantedto create a place that mencouldfeel like themselvesandstill lookgood.
Hammerbergknowswhatmenwantina shirtand he knowstheythinkabout“fit,fabric,functionality”andthatis
exactlywhathe seeksoutto give hisconsumers.He gainsexclusiveaccesstothese millsthatnotmanyownersgetand
that showshowtrustworthyhiscompanyisto people (MeetOurFounder,HammerMade).Provinghe hasworked
diligentlyformanyyearstoget to thispointandbringhiscostumersfabricsmanyotherscannot.Hammerbergisnot shy
to thisindustryandhas beenapart of it forover25 yearsso he knowsexactlywhatmenare lookingforandwill give

2. themjustwhat theyneedevenif theydonotknow ityet(MeetOur Founder,HammerMade).JasonHammerbergsaw
an opportunityandhe tookit,growinghisbusinessdaybyday.He evensaid,“Isaw how somethingassimple asashirt
couldturn a guy intothe mostconfidentversionof himself”.HammerMade officiallylaunchedin2009 and for yearshas
givingmenanoverwhelmingamountof accomplishmentandconfidence (HammerMade).
Overviewof All Products- Hammer Made has manydifferentproductstoofferindividuals.Fromshirts,toties,tot-shirts
and evensocks,theyhave manyoptionswhendressingupeithercasuallyorforan importantbusinessmeeting.The
shirtsare verypopularformenbecause of the differentfitstheyhave.Intotal,theyhave 437 shirts,whichmeansa shirt
for justaboutanyone whocomesthrough,butis still unique tothem.The categoriesincludeaTailoredFit,SlimFit,
Linen,ShortSleeve,Business,BusinessCasual,Casual,andRockstar.Mostof the shirtsreside inthe TailoredFitandcan
easilybe dresseduporwornfor a casual look(Shirts,HammerMade).The shirtscan alsobe brokendownbycolor,
designelementsandevensize.Lookingin-depthattheirshirts,the highestcostis$148.50, whichmanymay observe as
expensive butwhenlookingbackat the fabricand details,yousoonsee thatthese are no ordinary shirtsandare worth
the money(Shirts,HammerMade).Theiramountof t-shirtsislimitedto14 soit is immediatelyclearthatisnot what
theyare knownforbecause theydonot have as manyoptions. Theirt-shirtsare adifferenttype thanthe tailoredshirts
and incorporate more graphicsandnot the importedfabricthattheyuse for the others. Anotherlimiteditemisthere
sweatersandtheyare the mostexpensive itemsfromHammerMade (Knits,HammerMade).Some of themshyof $200
but there are onlyfive of them.Finally,theysellaround60 socksall around the $10 price range (Socks,HammerMade).
How ConsumersBuy Products- Hammer Made hasten physical locationswithone inMassachusetts,twoinGeorgia,
three inIllinois,andthe mostwithfourin Minnesota.The Minnesotalocationsincludethe citiesof Minnetonka,
Bloomington,Edina,andSt.Paul.TheirBloomingtonlocationisinthe Mall of Americathatcoulddraw inmany different
menand theirSt.Paul location,couldalsodrawin manydifferent peoplebecauseitisinthe airport(Store Locations,
HammerMade).
CustomersmayalsobuyHammer Made productsonline throughthe website.Icansee thatbecause at the top right
corner there isa shoppingcartfor people toclickonitemstheywantto buy.Theyalsohave a highpresence onpopular
social mediaaccountsincludingTwitter,Pinterest,Instagram, YouTube andFacebook.Beingonsocial mediacandrawin
manycostumersand linkthemdirectlytothe site makingiteasytobuy online.

3. An In-DepthLook at Ties- Theirtiesare just as unique andfunctional astheirotherproducts.Intotal,theyhave 76 ties
and squaresthattheircustomersmaypurchase.Eventhoughthe tiesare highqualityandvaluedlikethe shirts,the
pricesare around$60 withthe mostexpensive being$69.50 (Ties,HammerMade).Relative tootherties,Hammer
Made’stie pricesare nottoo high.AfterlookingatMen’sWearhouse theirties,range from$50-$70 whichisnearly
identical toHammerMade prices.Men’sWearhouse hasover850 tiesbutshowstheyare no differentfromanyother
brand.While HammerMade hasunique importedfabricfornearlythe same exactprice makingthemaffordable and
special.Manypeople believe thatishardto make tiesunique especiallyif theyhave nofunnydesignonthem.Yet,
HammerMade accomplishesthattaskby breakingupthe designsintocategoriesandstylessoindividualsare able to
standout fromthe rest.The differentcategoriesinclude,Patterned,Plaid,Check,Floral,Solid,Stripe,Medallion,Polka
Dot, Geometric,Paisley,andStriped.Includingthe differentdesigns,consumersalsogettopickfrom the array of colors
that are givenandtheyhave 14 differentchoices(Ties,HammerMade).There are differentbenefitstothe Hammer
Made ties,whichmake themone of a kind.Theirbow tiesare adjustable specificallytothe neckof the personwearing
themand theyare not the basic clipontype.
Hammer Made Target Audience:Male BusinessTravelersin Minneapolis
Introduction
Male businesstravelersare everywhere andhave manydifferentdestinationseveryday.Thistargetaudience isatight
knitgroupof people thatactuallylike travelingandlike travelingfortheirjob.Travelersliveabusylife andmenand
womenact indifferentwayswhencompletingthe task.Theymake upa certainspecificage range andencompassa
certainannual householdincome.
The target preferstravelingwithtechnologyattheirfingertipsmakingiteasiertomake quickdecisionsandthinkon
theirfeet.Theirgadgetskeepthemintune withwhere theyare travelingandnewstheymightneedalongthe trip.
Travelingforbusinessdoesnothave tobe a burdenandthese travelersare beginningtofindease inflyingandare
startingto thinkaboutwhat theylooklike while doingit.

4. Psychographic ElementsofMale BusinessTravelers
 Travel needs:In recentresearch,ithasbeennotedthatindividualsthese daysactuallyenjoytravelingand92%
are satisfiedwithhowmuchtheytravel (Stoller).Whenpeople actuallyenjoytraveling,theyhave little stress
and are comfortable withthe process.Statisticsshow thatwomenare alsomore concernedwhenitcomesto
packingthan mensotheytendto stay calmerwhenpacking(Stoller).Forthemforgettingasimple shirtor
toothbrushisnotthe endof the world.Thisis where havingsmall storesinairportscome inhandybecause men
are able topurchase what theymayhave forgotteneasily.Travelersare alsointactwithtechnologyandusually
have the most recentgadgetsthatsometimesaidthemintheirtrips.Theyare needof theirphonesandlaptops
the most andstay on themfora majorityof theirtrip(Stoller).Thistechnologycanhelpthemsearchforthings
theyneedwiththe clickof a button,makingeverythingaccessible.
 Businessattire: There are more menbusinesstravelersthanwomenandtheyneedthe correctbusinessattire.
In these days,the questionposedisinregardstomenwearingties.Some saythattiesare now too formal when
formerPresidentObamastoppedwearingthempeoplebegantonotice the declineintie wearing(Ortved).
Althoughtie salesare downtremendouslythere are still male businessworkerswhowearatie but fordifferent
reasonsthanin the past.Some menwear thembasedoff theirspecificcompanyculture,which meansif their
bossis wearingatie,theyweara tie too. Fromthe Chicago Tribune,EllenWarrenclaimstolookatyour bossfor
style guidance andbase yourformalityontheirs(Warren).Thenthere are those whoweartiesbecause they
simplywanttoand findthemcool to wear.Theyare usingtiesasa wayto expressthemselvesandstyle donot
feel overlydressedortooformal (Ortved).Itseemslike the menwearingtiesastheirownfashionpreference
tendto be younger.There are alsomore optionsinthe marketand out of the box tiesforyoungindividuals
wantingtorock it intheirjobs.
Demographic ElementsofMale BusinessTravelers- Intoday’stime there are typesof businesspeople whomtravel alot
for work.Accordingtothe bureau,a majority of themare maleswhoworkin professional,managerial ortechnical
positions.The average age of these male travelersare 30-49 years old.Of course theyare some youngerandolderbut
those numbersdropdramatically(U.S.BusinessTravel).The average householdincomesof male travelersdefinitely

5. exceedthe national average.Mostof theirhouseholdincomesare inthe $75,000-$100,000 range provingtheycan
affordmore high-endproducts,technologyandclothes.
GeographicProfile:
Minnesotaholdsthe mostamountof Hammer Made storesandthe most importantone justhappenstobe in St.Paul
International Airport,whichmakesMinneapolisagreatspotto target. This extremelyluxuriousairportholdsmany
differentplacesforpeopletorelax whilestill apartof the hustle andbustle of anairport.People saythatitis a verynice
locationdestinationbefore the triphasevenbegun(Rayno).The airporthasevenwonnumerousawardsscoringhigh
for notonlydining butalsoshopping.The shoppingisaccessible tothose travelingandtheyare inneedforpeople
whomhave forgottensomething,whohave aflightdelayorpeople whojustlikebrowsingthe racksingeneral. The
airportis a critical part because thisiswhere ourdemographicspendsmostof their time.These businessmenare flying
inand out constantlyandare usedit.Thismakessense whyMinneapoliswouldbe the targetcitybecause itlinesup
withour demographicandthe airportisa consistentplace for these male travelerstobe.
How Target Alignswith Hammer Made Offerings
Thistarget audience alignsflawlesslywithHammerMade and the clothingtheymake.Forone,these are menwhoneed
businessattire whentheytravelwhetheritbe forinthe office or mostimportantlyformeetings.HammerMade shirts
have varyingfunctionalityandcanbe wornfor differentcircumstancesmakingiteasyformale businesstravelersto
bringa Hammer Made shirtand use itfor causal meetingsandformal dinners.The age of these businesspersons,also
match perfectlywithindividualswhomare beginningtoweartiesasa choice whetherthanitbeingmandatory.So,they
are eagerto gettheirhandson unique,specialtieswithsilkfabricfromplaceslike HammerMade.Since malesare more
intune to forgetcertainbusinessattire whenpacking,HammerMade beingsoaccessible inanairportisgeniusand
allowsmalestomake a quickand easypurchase.Inaddition,theirtiesasnormallypricedif notlowerthanotherhigh-
endtiessomen are not too concernedwhenmakingthe rashdecisiontobuythe tie.The price range of theirother
itemsmightbe highbutthat matchesup withthe annual householdincomeof male businesstravelers.Since theyhave
a higherhouseholdincome,theyare willingtopayfor customshirtsthat will allow themtostandoutfromthe rest.
AfterseeingwhatmakesHammerMade productsdistinct,itmakessense thattheyare soldinmore luxuriouslocations
includingthe St.Paul AirportandThe Mall of America.Hammerbergmade the smartbusinessmove toplace their
locationsinhigher-endstoresthatcompletelymatchesthe ambiance of HammerMade (Kumar).All of these different

6. aspectsconnectthe dots to whythisdemographicmatchesperfectlywithHammerMade.Inthe end,theyare surviving
and matchingthistargetaudience because Hammerbergisgivingmale businesstravelersthe keytostandoutand not
be like everyoneelseandeveryothermen’sstore (Kumar).
Travel Psychographic Summary
 Theytravel forbusiness
 Theyenjoywearingties
 Theylike easyaccessibilitytoclothes
 Consciousof trendingfashion
 Want a unique style thatotherscannotmatch
Target’s Demographic Summary
 Men
 Middle age,30-49
 $75,000-$90,000
Target’s GeographicLocation
 Minneapolis,MN

7. Media Plan Recommendations to Reach Male Business Traveler Audience
In thismediaplan, Ispentmostof mybudgeton the magazine because Ifeltasif it fitthistargetaudience the most.
Since theyare businesstravelers,theydouse technologyalotbut withtheir otherdemographicandpsychographic
elements,Ithinktheywill paymore attentiontothe magazine advertisements. Iwantedthe magazinetoincorporate
manydifferentelementsbutIalsowantedtouse the Facebookmessagestomyadvantage.Witha budget of 110,000, I
wantedspend wiselybutstill arrive underthe maximum.The mostimportantpartof bothmediumsishowwell Iwill
reach the targetaudience andI believebothwillreachthe rightpeople.HavingaHammerMade store directly locatedin
the heart of where my demographicresides, canallow ourconsumerstosee the ad and thenvisitthe store nearly
instantly,raisingsalesandhelpingbrandawareness.
Media Buy Overview
MediaVehicle Total Cost CPM
Magazines
Star TribuneMagazine $ 13,200 $ 53.33
Star TribuneMagazine $ 27,473 $ 122.10
Star TribuneMagazine $ 11,990 $ 53.29
Star TribuneMagazine $ 15,400 $ 68.44
MagazineTotals/Avg. $ 68,063 $ 74.29
Facebook/Instagram
CPM for
Reach
MSPAirport, Male,30-49,
businessinterest $ 40,500 $ 562.50
Facebook/Instagram
Totals/Avg. $ 40,500 $ 562.50
TOTAL/AVG $ 108,563

8. Magazine Recommendations
Magazine Name: Star Tribune Magazine
This magazinemakessense because: Thismagazine matcheswiththe targetfor variousreasons.The geographic
locationisthe biggestfactorbecause itiswhere the storesare located. Minneapolisisthe designatedlocationforthese
storesso producingadsina magazine onlyforthisareamakesperfectsense.If we were tohave anad in a national
magazine,there wouldbe people seeingouradthat are not arounda Hammer Made store,whichwouldultimately
waste money.The magazine willalsobe putdirectlyinthe MSPairport rightwhere a store islocatedmakingthe
decisiontobuyfroman ad almostinstantaneous. StarTribune alignswithourbusinessdemographicandintheirmedia
kit, it referstothemtargeting all businesstypesincludingconsulting,banking,andevencommercial real estate.
Anotherreasonthatexplainsthe choice inmagazine isthe longtravel section.A mainpsychographiccharacteristicof
our audience istraveling forbusinesssothese menwouldbe more interestedpickingupa magazine thatmatchestheir
specificinterests.Thesebusinessmenthattravel formostof theircareerare likelytopickupthe Star Tribune toread the
travel sectionandthenfall upona HammerMade ad. Some individualsof ourtargetmarkettrulycare aboutfashionand
style andare the menthat enjoydressingupandwearingtiesbecause theywantto.Thismagazine hasasection
dedicatedspecificallytofashionandthatcoulddraw individualstoreaditand thensee ourad. Whenconsumershave a
passionforstyle andsee howunique HammerMade isin comparisontootherstores,itcouldpotentiallydrawinmore
costumers.
Ad size,positionandcost: One inside cover(full),onecenterfold, oneinside backcover (full),backcover(full): I am
makingthisrecommendationbecause Iwantedtotake overthe magazine andappearmore than once especiallysince
we onlyhave one ad insertion. Peoplemightskipoverthe firstador eventhe secondbut are likelytobe more intrigued
if it keepsappearing.Iwantthemtosee whatmakesHammerMade so special andI believethatwouldbe hardto
conveywithjustone full-pagead.Ithinkhavingthese adsinthat placementcanallow the creative teamtocomplete
some outof the box conceptsthat engagesourtarget but still getsourmessage across.Some of our target isvery
fashionforwardandhave a sense of style thatcannot be duplicatedandconsumerssuchas those enjoyelaborate adsin
magazinesespeciallysince the paperisstrongandglossy. Thatis the reasonwhyour nationhasso many fashion
magazinesbecause the way theymake the articlesof clothing standoutandcatch the readerseye.

9. Facebook/Instagram Recommendations
Objective (messages):Messagesisourmainobjective because itmatchesperfectlywiththe circumstance.People are
quickto glance overparticularbanneradson theirdesktopormobile phone butif amessage iscomingup directly,it
divertstheireyestolook.The messagesare extremely targetedandwill onlygotothe people we wantthem to;this
allowsusto knowmoneyisnotbeingwastedandour objective isbeingmet.Messagescreatesforinteractionaswell
because people are able toreplyif interested.
Location: I have set my location at MSP because Hammer Made has a store directly within the airport. Travelers are
alreadyatthe airportsoonce theyreceiveamessageaboutHammerMade,itautomaticallygetsthemthinking.Ourtarget
is businessmen who travel so setting our sites and advertisements directly in the place where they will be all the time,
makessense.The Minneapolis/St.Paularearanks#2 inthe top20 marketsforemployedadults,whichmatchesrightwith
men in the business industry (Media Kit, Star Tribune).
Age Range: I have chosenthe age range of 30-49 because itmatches the demographicof our particulartravelers. There
are many different ages of businessmen but the people within this range are the ones most likely to have the annual
household income we are looking for. This range is also more experienced in traveling because they have been doing it
for most of their careers and have ultimately traveled in and out of the MSP airport a lot.
Magazine Name Cost Per Ad
10% Bleed
Charge
Final Ad
Cost
Ad
Size
Ad
Position
Number
of
Insertions
(Ads)
Circulation
(000) CPM
Star Tribune Magazine $ 12,000 $ 1,200.0 $ 13,200 Full
Inside
Front 1 225 $ 53.33
Star Tribune Magazine $ 24,975 $ 2,497.50 $ 27,473 2-page
Center
Spread 1 225 $ 122.10
Star Tribune Magazine $ 10,900 $ 1,090.0 $ 11,990 Full
Inside
Back 1 225 $ 53.29
Star Tribune Magazine $ 14,000 $ 1,400.0 $ 15,400 Full
Back
Cover 1 225
MagazineTotals/Avg $ 15,469 $ 68,063 $ 76.24

10. Gender: The gender I have set matches because Hammer Made clothes are for men. The ties and tailored shirts are for
the male businesstravelers.All though women are likelyto shop there for their husbands,sons, or friends they are not
our main target and are not likely to shop at the Hammer Made in the airport but rather online.
Detailed Targeting: The targetingthat I usedpulledoutmenfrom a specificage range witha certainhouseholdincome
and work industry. The main targeting that made my audience smaller was picking men that were only interested in
business. Business can mean many different elements so I cut it down even more to find businessmen that specifically
travel.Thisallowsme onlyto sendmy message topeople thatwill needitand that will use the HammerMade products
the most. Being able to target so much allows the brand to show off their uniqueness in hopes of turning it into more
sales.
Estimated Daily Reach: My estimated daily reach was 800 people and what that means is on average my message will
reach anywhere inbetween620-1,600. I chose the middle areaof the range,whichwouldbe about800 people.Basedon
the segments I am targeting, which includes demographics and psychographics that is roughly, how many people I will
reach with my message.

11. Daily Budget and Bid Amount per Reply: I chose a daily budget of $450 because I think Facebook messages are a great
wayto interactwiththe marketand givingmyself ahigherendbudgetallowsme toknow thatI can getso manyrepliesa
day. Since we are only paying Facebook when someone replies, our dailybudget is factoredinto consideration.The bid
amount per reply refers to bidding against other advertisers that are targeting our same audience in hopes of beating
them out. This is the reason I chose $17 as my bid amount because that was the higher endof the range that Facebook
gave me.I want to make sure my messagesaboutHammerMade are goingto mytarget audience rightwhentheyare at
the airport so they will visit the store.
No. of Days and Total Cost: Thisparticularcampaign will be forthree full monthsso we will be sendingthe messages all
90 days. I wanted to include weekends and holidays because these men are traveling for their careers not for play. This
meansthere isnotime limitonhowmuch theytravel andmanydostill travelonthe weekends.Ididnotwanttomissthe
chance of engagingwithmytargetso I decidedtodo all three monthsfromstart to finish. The total costof the Facebook
messages ended up at 40,500. This number comes from the daily budget multiplied by the number of days for the
campaign.Thisnumberisimportantbecause itiswhere brandsare goingtolookinstantlysotheyknowhowmuch money
theyare goingto spend.Since Iamrunningmyad for the full 90 daysthat increasedmyprice butIbelieve itisworthitso
I can reach my audience as much as possible.
CMP for Reach and CPM for Replies: Since we are only paying Facebookfor the people that reply, there is CPMfor the
individualswe are reachingandthe onesthat are actuallyreplying.CPMrefersto, “Costperthousand”sowhatitcosts us
to reach per one thousandindividuals.The CPMfor reach was calculatedbydividingthe dailybudgetbydailyreach and
multiplyingtimes1,000. The CPM forreplieswasdirectly basedoff ourbidamountperreplybecause those tieinhandin
hand. Both of these numbers are important because it is telling our clienthow much it is to reach our specific audience
and for their replies.

12. AudienceTarget
Daily
Budget
Bid
Amount
Per Reply
Est. No. of
Replies/Day
No. of
Days
Total No. of
Replies/Ads
Purchased
Total
Cost
Max.
Est.
Daily
Reach
Cost Per
Person
for
Reach
CPM for
Reach
CPM
for
Replies
MSPAirport, Male,
30-49,business
interest $450 $17.00 26 90 $2,382 $40,500 800 $1 $562.50 $17,000
Facebook/Instagram
Totals/Avg $450 $40,500 800 $1 $562.50 $17,000
Strategy Thoughts
Media Benefits:
There are multiplebenefitstorunninganadina magazine andhavingFacebookads.Theybothincorporate varyingassets
that help reach the target market and can both help companies in the end. One major benefit to magazines that lacks
within the Facebook ads is their shelf life. Magazines have the potential to be around for a long time so as long as the
magazine is sitting out, people couldfind the ad. When it comes to Facebook ads, specifically the messages,consumers
can push that away if they are busy or in a hurry and then completely miss the ad. When sitting in a doctor or dentist
office, even perhaps at an airport there could be magazines sitting out that are over a year old. Yet after still flipping
through it, you could see an intriguing ad that could make you want to visit the store.
The mainasset to Facebookishow targetedit can be.The people producingthe ad literallyhave the abilitytosendonly
theiradto theirdirecttargetmarketat the time theywantata specificplace.Time,place,circumstanceisjustwhatthese
Facebook ads accomplish. Notifications are pushed at a specific time of day and to a specific location. Since our target
spendsmostof theirtime atthe St.Paul airport,itwouldmake sense tohave all messagessentthere soconsumersknow
Hammer Made is rightwhere theyare and they can easilyvisit.Havingthe right circumstance allowsformessagestobe
giventopeople whoare indirectneedof somethingyouoffer.Forexample,if individualsare inthe airportandtheyknow
they forgot a tie they could easily get a Facebook ad and find what they are looking for. Another benefit to paid social
advertisingistheirquickturn-around.If the companyforexampleHammerMade,washavingablow-outsaleora special
couponthat onlylasteda limitedtime, the message canbe made quicklyand thenpushedoutfor consumersto use and
redeem.While onthe otherhand,someparticularmagazinesonlyhave monthlyissuesandsotheiradvertisementswould
not be seen until later. New media allows us to reach the right people at the exact right time.

13. Anotherbenefitof magazinesthatledme tospendmore moneyinthat area,was matchingthe mediumwiththe chosen
demographic. Magazines have a very engaged audience proving how people that enjoy them are actually reading.
Businessmentendtoread a lotand are more likelytolegitimatelysitdownat the airport while theyare waitingandflip
through the magazine, reading full sections. Even though they are completely plugged into technology, sometimes it is
relaxingforthemtotake a breakfromwork andjust sitdownwitha goodmagazine.The paperisverystrong as well and
is perfect for an image-based company that wants to show off their products, like Hammer Made.
Budget and CPM:
Assessinganadsvalue comesfromlookingatvariousdifferentnumbersof the mediaplan.People cannotjustlookatthe
“Total Cost of Ad” and be able to tell if it is worththe moneyor not. Anotheraspectthat playsa huge factor is Cost Per
Thousandbecause advertisersare notjustbuyingadsbutbuyingpeople.Inhindsight,adsmayseem“expensive”butmust
take into consideration how many people it is reaching within the target audience. The cost for magazine ads and
especiallyFacebookmightseemexpensive,butitis worththe cost because it isso targeted. Advertisersgettohandpick
whois seeingthe messagesothenmoneyisnotbeingwasted. Manypeopleassessanad’svalue bylookingathowmuch
it costs but the CPMis what tells the most about an ads true significance and if it is worth the money spent.

14. Works Cited
“HammerMade”, https://www.hammermade.com/.Accessed20Oct. 2017.
Kumar,Kavita.“HammerMade men’sstore findsthe tools tothrive as othersfighttosurvive” StarTribune, 19 May
2017, http://www.startribune.com/hammer-made-expands-retail-stores-to-boston-atlanta-chicago/423232223/
Accessed27 Oct. 2017.
“Meet OurFounders,HammerMade” https://www.hammermade.com/.Accessed20 Oct.2017.
“MediaKit” StarTribune, http://mediakit.startribunecompany.com/.Accessed15Nov.2017.
Ortved,John.“The tie isdead” Wall Street Journal, 19 Oct. 2013,
https://nwmissouri.instructure.com/courses/11468/pages/the-tie-is-dead-long-live-the-tie Accessed28Oct.
2017.
Rayno,Amelia.“Igotstuck at MSP Airportfor 11 hours — and itwas awesome”StarTribune, 5 Nov.2016,
http://www.startribune.com/i-got-stuck-at-msp-airport-for-11-hours-and-it-was-awesome/399919841/#1
Accessed27 Oct. 2017.
Stoller,Gary. “Howmen,womentravel differently-andmore”USA Today, 2Aug.2012,
https://www.cnbc.com/id/48433282. Accessed24 Oct. 2017.
“U.S. BusinessTravel”,
https://www.rita.dot.gov/bts/sites/rita.dot.gov.bts/files/publications/america_on_the_go/us_business_travel/h
tml/entire.html.Accessed24Oct. 2017.
Warren,Ellen.“Are tiesgoingoutof style inthe office?” Chicago Tribune, 6 March 2017,
http://www.chicagotribune.com/lifestyles/sc-cons-0309-answer-angel-20170225-column.html.Accessed30
October2017.