1. Welcome to the Media Buying and
Strategy Proposal for the Pontiac G5 2007

2. Marketing Analysis
• Niche Market – low price/ high value
• Gain & Retain Younger Customer Base
• Key States to Success

3. Demographics
• Age
– 16-30 yrs old
• Gender
– Focal Point Male
• Income
– Entry Level Car buyers $14,000-$19,000

4. Media Strategy
• Television, Magazines, Internet, Outdoor
– Choosing Frequency while maintaining Reach
• Utility low in Radio & Newspaper
– High Frequency still Low Reach

5. Television

6. • Massive approach
• Great scope of creativity
• Variety of channels
Why Television?

7. Television Strategy
Frequency over Reach

8. Broadcast TV
• Late Night with Conan O’Brian
• What I Like About You

9. Broadcast TV
• America’s Next Top Model
• WWE Smackdown

10. Cable TV
• The Real World
• Adult Swim

11. Cable TV
• Pimp My Ride
• Mind of Mencia

12. Cable TV
• Dirt
– Courtney Cox
– January 2, 2007

13. • Achieve more Frequency then Reach
• Six top magazines
– ESPN
– Rolling Stone
– Sports Illustrated
– Maxim
– People
– Elle
• Total of 34 issues
Magazines

14. Magazines
• ESPN
– Audience: 12,717,000
• Rolling Stone
– Number one pop culture reference point for 12
million young adults
– Advertise once a month for 5 months
– Total circulation: 1,432,816

15. Magazines
• Sports Illustrated
– Advertising in varies of special edition issues due
to budget constraint
– Total of 9 issues
• 2007 Preview Issues
– Circulation: 3,250,000
• Swimsuit Issue (Feb. 16, 2007)
– Circulation: 4,500,000
• Sports Illustrated Latino

16. Magazines
• Maxim
– Biggest men’s magazine
– Reaches about 13 million men in the U.S.
– Advertise in 4 issues & 1 cover edition
– Audience: 11,250,000

17. Magazines
• People
– Known for its yearly special issues
– Advertising in 4 issues
1. Year End Edition
• Audience: 50.5 millions
2. Special Issues I
• Audience: 43.3 millions
3. Special Issues II
• Audience: 44.5 millions
4. Regular National Edition
• Audience: 40 millions

18. • Elle
– World largest fashion magazine for women
– Advertising in 5 issues & One 2nd
to cover page
– Audience: 11,250,000
Magazines

19. Internet
• Viral Advertising
– Awareness of Epidemic Proportions
– Spreading the Word
• YouTube
– Commercial Placement
– Various Text Messages

20. • Low Cost Per Exposure
• Heavy traffic means more in-car time
• Produces more frequency
Outdoor Advertising

21. • Population Projection Charts for 2007
– Florida
– California
– Texas
– Illinois
– New Jersey
• Major events and attractions
• 30-Sheet Poster Billboards
– New Jersey – Rotary Bulletins
Outdoor Advertising

22. Outdoor Advertising – Florida
• Miami/Fort Lauderdale
– 139 billboards for 8 weeks
• January and February
– 2007 Super Bowl
• February 4th
– $104,250 for 4 weeks
– 93.3 / 29.9

23. Outdoor Advertising – Florida
• Orlando
– 56 billboards for 4 weeks
• June
– $44,128 for 4 weeks
– 93.6 / 31.5

24. Outdoor Advertising – California
• San Francisco Bay Area
– 218 billboards for 8 weeks
• April and June
– $160,230 for 4 weeks
– GRP = 75
– 91.4 / 23.1

25. Outdoor Advertising – Texas
• Dallas / Forth Worth
– 188 billboards for 8 weeks
• October and November
– NASCAR at Texas Motor Speedway
– $112,800 for 4 weeks
– GRP = 75
– 91.3 / 23.1

26. Outdoor Advertising – Texas
• Houston
– 288 billboards for 4 weeks
• November
– $133,608
– GRP = 75
– 91.1 / 22.5

27. Outdoor Advertising – Illinois
• Chicago
– 373 billboards for 8 weeks
• September and July
– NASCAR at Chicagoland Speedway
– $272,290 for 4 weeks
– GRP = 100
– 93.3 / 30

28. Outdoor Advertising – New Jersey
• Northern New Jersey
– 22 Rotary Bulletins for 4 weeks
• January
– Close to New York
– $150,700 for 4 weeks
– GRP = 50
– 72.1 / 14.3

29. Media Schedule for the Year of 2007

30. Any Questions?