This document provides a campaign plan for marketing the Tesla Model 3 electric vehicle. It includes a product description, SWOT analysis, discussion of marketing challenges, description of Tesla's past advertising which focuses on online channels rather than paid media, branding guidelines, objectives and messaging for the campaign. The plan outlines advertising through television, print magazines, digital channels and auto show events from October 2017 through September 2018 targeting the middle and upper middle class in the US. The budget allocates $8 million for trade show exhibits and a Super Bowl commercial in February 2018.

1. Campaign Planning Final Compilation 1
Running head: Campaign Planning Final Compilation
Campaign Planning Final Compilation
Kaylee Swearingen
St. Mary’s University

2. Campaign Planning Final Compilation 2
Product Description
The product I decided to do my campaign plan on is the Tesla Motors Model 3. The Tesla
Model 3 is Tesla’s most affordable electric car (Accelerating Sustainable Transport). The Model
3 combines real world range, performance, safety and spaciousness into a premium sedan
(Accelerating Sustainable Transport). The Model 3 gets 215 miles per charge while only starting
at $35,000 (Accelerating Sustainable Transport). The Model 3 goes zero to 60 mph in under 6
seconds (Accelerating Sustainable Transport). The Model 3 seats five adults and has autopilot
hardware capabilities (Accelerating Sustainable Transport).
SWOT Analysis
Strength Weakness Opportunities Threats
- high quality
products with
outstanding execution
(Sparks, 2015)
- Tesla expanded
Supercharger
locations worldwide
in fivefold (Sparks,
2015)
- 198,000 deposits
have already been
received for a car that
was not unveiled until
recently (Fleming,
2016)
- Great price point for
a high-end Tesla car
-Attempting to reach a
“mass-market”
- First-movers
advantage in the fully
electric vehicle
(Sparks, 2015)
- Gigafactory
manufactures all their
lithium ion batteries
- Not being able to
meet high demands
for the Model 3
(SWOT Analysis -
Tesla - SWOT
Analysis Strengths -
The Model S is the
best)
- Majority of the
Tesla’s are produced
in the US so the cost
to ship around the
world is high (SWOT
Analysis - Tesla -
SWOT Analysis
Strengths -The Model
S is the best)
- Heavy spending
(Sparks, 2015)
- Quick expansion
(Sparks, 2015)
- Made in the United
States, lack of skilled
labor and high costs
- Not good at meeting
deadlines (Fleming,
- Tesla has such a
great reputation that it
can flow over into
their new “mass-
market” Model 3
- Growing support
from governments to
become more
environmentally
friendly (Tesla Motors
| SWOT Analysis |
USP & Competitors)
- Millennials being
environmentally
friendly and coming
into their largest
spending phase
- Oil prices have
currently been down
but they could easily
rise again (SWOT
Analysis - Tesla -
SWOT Analysis
Strengths -The Model
S is the best)
- People who buy a
- price of lithium
could rise drastically
if these cars start to
get massively
produced (Bedigian,
2014)
- Competitors will
eventually catch up to
the electric car
(Bedigian, 2014)
- $30,000 is not a
“mass-market” the
$20,000 is (Bedigian,
2014)
- Maintain its own
fueling/ charging
stations (DeBord,
2015)
- Automobile
manufacturers cannot
act as a dealer in
certain states such as
Texas and Michigan
- Competition such as
the BMW i3, Nissan
Leaf, Chevy Volt,

3. Campaign Planning Final Compilation 3
allows them to reduce
costs by 30 percent
(Sparks, 2015)
- No commissioned
sales people
- No negotiating the
price
- Brand new luxury
brand from scratch
-Brand positioning:
They are trying to
build the best car ever
and not just the best
electric car (D'Arcy,
2013)
2016) $35,000 car use that
as their primary car,
people are still
reluctant to the only
car they own being an
electric car (Fleming,
2016)
- Never did
advertising before,
could do it for the
Model 3
Chevy Spark, Toyota
Mirai, Ford Fusion,
Ford Focus, Ford C-
Max, Honda Prius and
other hybrid or
electric cars (Hybrid
and Electric Cars
2016-2017: The Best
and the Rest)
- Competing against
hundred-year-old
technology
Marketing Challenges
Telsa has decided to market the Model 3 to a completely new audience. The have the
Model S and the Model X. The Model S sells for $71,200 to $109,200 (Tesla). The Model X
sells for $81,200 to $116,700 (Tesla). The Model 3 has an MSRP of $35,000 (Tesla). They are
selling the Model S and Model X to a rich and affluent consumer. Is Telsa ready to stray from
the rich, upper class?
The Model 3 is targeted to be a more “mass-market” car. The challenge with this is, does
the middle class want an electric car that can only go for 200 miles then must be charged? Do
they even know Tesla is coming out with this new car? Does Tesla know what the middle, mass-
market class even wants?
Tesla has not done paid advertising in previous years. This could be because of their
niche rich, affluent market the world gets around quicker in that circle of people. The rich and
affluent may also rely heavily on word of mouth along with “keeping up with the Joneses”. Since
Tesla is now targeting the mass-market, middle class, they might have to consider the costs of

4. Campaign Planning Final Compilation 4
advertising. Since they currently do not have a budget for advertising, this could be a possible
conflict for their future.
Past Advertising
Tesla does not do advertising like the rest of the car manufacturers. They do not do
expensive, flashy advertising. Tesla has a strong online network and presence. Tesla designed
their process through online information, commerce and community (D'Arcy, 2013). They also
rely on consumers to say anything and everything they want about their cars (Zart, 2014). They
have the consumers create all the buzz (Zart, 2014). When the buyer has decided to purchase a
car, they make a deposit online, after that, they can arrange a test drive (D'Arcy, 2013). Tesla
created an online user forum and user communities (D'Arcy, 2013). They are marketing Tesla to
have this unique ownership experience, highly exclusive (D'Arcy, 2013). Tesla depends on
earned media like press coverage, reviews and awards for its cars (D'Arcy, 2013). The company
has drilled their message the press which is that Tesla is trying to build the best car ever made
not just the best electric car (D'Arcy, 2013). Since Tesla does not have advertising, the closest to
a public relations person is Alexis Georgeson who stated, “Right now, the stores are our
advertising. We’re very confident we can sell 20,000-plus cars a year- without paid advertising.
It may be something we’ll do years down the road. But it’s certainly not something we feel is
crucial for sales right now” (Zart, 2014).
Brand Guidelines:
Fonts
Heading Fonts: Official Tesla Font or Arial Bold
Body Copy Fonts: Arial
Color Palette
Tesla Red: C5 M100 Y83 K1 R215 G0 B52
Tesla Gray: C57 M50 Y45 K14 R116 G111 B113

5. Campaign Planning Final Compilation 5
Tesla Black: C75 M68 Y67 K90 R7 G6 B6
Tesla White: C0 M0 Y0 K0 R225 G255 B255
Logos (About Tesla)
Use this logo with sizes proportionate to 159px X 205px
Use this logo with sizes proportionate to 165px X 164px
Use this logo with sizes proportionate to 369px X 48px
**White logos do not have the drop shadow. This was added so you are able to see the logo. **
Marketing / Communication Goals
Objectives:
1. Engage new users who have never owned a Tesla
2. Increase number of consumers in the target market who associate benefits with Tesla
3. Reach Goal of 500,000 automobiles buy 2018
Message:

6. Campaign Planning Final Compilation 6
The audience should be left with all the benefits of the Model 3 which include: no gas, no
emissions, cost effective, low maintenance, reduced noise pollution and most important the Tesla
name (Advantages and Disadvantages of Electric Cars).
Model 3 is a luxury electric car with looks, price, performance, and most importantly the Tesla
name but not the Tesla price.
We want the audience to see that the Tesla Model 3 is the high end electric car anyone can
afford.
Model 3 Features and Benefits (Accelerating Sustainable Transport):
• 215 miles per charge
• Zero to 60 mph in six seconds
• Seating for five adults
• Designed to achieve 5-star safety rating
• Autopilot hardware
• Supercharging
Tone:
Overall look needs to be classy, high tech, and simple. The color scheme needs to stick to the
Tesla red, Tesla gray, Tesla white and Tesla black. The look with be high contrast to keep the
whites white and the blacks black.
The Model 3 with communicate the brand’s personality. Possibly even show all robotics and
technology that is used in creating a Tesla. Now only are the cars high tech, but also the entire
manufacturing process.
Designs should not be cliché. We want people to know that this car is the future.
Timing

7. Campaign Planning Final Compilation 7
The timing of this campaign will be October 2017 – September 2018. At first, I wanted to
start this campaign earlier, but changed this to only eight weeks prior to the Model 3 launch.
October 2017 will be a better fit. There will be information “leaks” prior to the launch starting
October 1st
. The official launch will be December 4th
.
Audience Demographics
The middle class is one part of the mass markets that Tesla is targeting. This group of
people makes between $45,000- $74,999 as a household (THE MIDDLE TO UPPER-MIDDLE
CLASS, 2002). Men generally make $57,000 and a woman makes $40,000 typically (THE
MIDDLE TO UPPER-MIDDLE CLASS, 2002). The middle class also values a college
education which usually makes them salaried professionals and managers (THE MIDDLE TO
UPPER-MIDDLE CLASS, 2002). The middle class usually lives comfortably with significant
economic security making them able to rely on themselves (THE MIDDLE TO UPPER-
MIDDLE CLASS, 2002). The middle class values independence, innovation, non-conformity
and they adhere to intrinsic standards (THE MIDDLE TO UPPER-MIDDLE CLASS, 2002). The
middle class is politically split. Societal trends in US originate in the middle class (THE
MIDDLE TO UPPER-MIDDLE CLASS, 2002).
The other half of Tesla’s target market is the upper middle class. The upper middle class
is mostly white-collar professionals that make above-average personal incomes and advanced
educational degrees (Upper Middle Class). The personal incomes are more than $62,500, who
commonly reside in households with six figure incomes (Upper Middle Class). The upper middle
class is also a dominant group to shape society. The upper middle class brought movements such
as the Peace Movement, The Anti-Nuclear Movement, and Environmentalism (Upper Middle

8. Campaign Planning Final Compilation 8
Class). This group of people are highly educated. They understand the importance of conserving
energy which makes the all-electric Tesla Model 3 a perfect car for them.
Geography
This specific campaign will be for the United States only with an emphasis in liberal, less
snowy states like California. The message is very specific to the American middle class and
American upper middle class. The messaging and goals of this campaign would not work as a
global campaign.
Media selections with explanation/justification
The media selections for the Tesla Model 3 campaign are television, print magazines,
digital marketing including Google Adwords, Facebook, and Instagram along with major events.
The television advertisements’ frequency will start in October 2017 with at least one
advertisement during the 6 p.m. news daily on ABC and NBC. Television ads will also be
viewed between 7 p.m. until 9:30 p.m. on Tuesdays, Wednesdays and Thursday, again on ABC
and NBC. These days were selected because of their high reach and interest for the shows on
these nights. Another station will be HBO. These television ads will be played before a
television show starts at 7 p.m., 8 p.m. and 9 p.m. on Wednesday, Thursday, Sunday nights. This
frequency will continue until March. This will be to create brand awareness and show the middle
class and upper middle class that they can afford a Tesla. Once March hits, there will be fewer
television ads, just as reminders, keeping Telsa Model 3 top of mind. I will reduce television ads
to only be on Tuesdays, Wednesdays and Thursdays between 7 p.m. until 9:30 p.m. With the
reduction, only one ad will play at 8 p.m. on HBO on Wednesdays, Thursdays and Sundays.

9. Campaign Planning Final Compilation 9
One special television ad that will be run is during the Super Bowl in February 2018.
This is the most watched television event in the United States. The reach is tremendous. The cost
is massive but it will get the word out about the Tesla Model 3.
The print ads will run monthly starting in November in Reader’s Digest, Time magazine,
ESPN Magazine, Men’s Health, Motor Trend and Allure magazines. These would be full page
ads. But the three magazines will have premium spots in Motor Trend Magazine, Readers Digest
and Time Magazine. These magazines are selected because they have high circulations. These
magazines are the among top 100 national magazines with circulations over 1 million (Top 100
U.S. Magazines by Circulation). These advertisements will run every month for 6 months after
launch.
Digital Marketing Tesla will run is a digital marketing campaign involving Google
Adwords and social media including Facebook and Instagram. Google Adwords is essential for
any company that is being searched online. The Google Adwords will be using the highest bid
for the top five keywords for the first month of the launch and run until February. Then these ads
will slow down but not go away. These online ads will be for people searching, Tesla, Model 3,
Electric Cars, Top Affordable Cars, and Best Affordable cars. Social media ads that will be
running on Facebook will be video content showing how affordable, environmental and
luxurious the Model 3 is. These ads will only run the month before, November, the month of
December and the month after January. The Instagram ads will run only the same months at
Facebook. These medias are used to raise awareness and interest in the Model 3.
The final media that Tesla will use for the Model 3 are events. There will be four events
with in that 12-month timeframe that Tesla Motors will be exhibiting the Model 3 at. These

10. Campaign Planning Final Compilation 10
events are the SEMA Show, the Motor Trend International Auto Show – Baltimore and in Las
Vegas, the final event is the North American International Auto Show in Detroit. The SEMA
Show takes place at the Las Vegas Convention Center. The show draws more than 60,000
domestic and international buyers (About the 2016 SEMA Show). This is imperative for Tesla to
attend, since some states require dealers to sell. The two Motor Trend International Auto Shows
in Baltimore and Las Vegas, are a part of the nation’s largest auto show producer and part of the
Source Interlink Companies, Inc (Greater Milwaukee Auto Show). These will be important for
potential customers on the west coast and east coast to check out the Tesla Model 3. The final
show is the North American International Auto Show in Detroit. This show is an international
event and is seen as one of the most prestigious auto shows in the world (North American
International Auto Show). This is also one of the largest media events in North America (North
American International Auto Show). This event will be major for Tesla to get press and to show
off the Model 3 to the world.
Proposed Media Runtime Schedule:
Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18
Advertising:
Television
Print
Digital
Events
Detriot
Auto Show
Baltimore
Auto Show
Product News:
Product Launch
Official
Launch
Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18
Advertising:
Television
Print
Digital
Events
Product News:
SEMA & Las Vegas
Auto Show
Pre Launch Leaks

11. Campaign Planning Final Compilation 11
Various Forms of Media
Trade Show Budget for the Tesla Model 3 will be $8 million split between four trade
shows. This allows for $2 million per show. This would allow them to have a booth that is at
least 100 ft. x 100 ft. This will give them plenty of room for the Model 3 and for people to walk
around the booth. This would also allow them to have many interact parts for attendees. This
would allow for major video screens, graphics, and hanging signs. These numbers are based off a
trade show budget for Mazak Optonics Corp. Since Mazak is privately owned, the full details of
the budget relations cannot be explained.
Super Bowl Advertising this budget is based off of the numbers for the 30-second
advertising cost in 2015 which is $5 million. I estimate a $500,000 in production costs for this
commercial for such a major audience.
Television Advertising costs changed per period of the year. These numbers are from
page 86 in the Advertising Media Planning book. The estimated costs for October to December
for early news are $77,000, prime time estimated costs are $189,000. There are a total of 130
commercials during early news at this time frame. There are 198 commercials during prime time
from October to December. January and February had 80 early news commercials at an
estimated cost of $67,000 each. These months also had 130 commercials at a cost of $146,000
each. March is there the early news commercials are done running and there are fewer prime
time ads. March has 38 prime time ads at $146,000 each. During the third quarter of April, May,
and June there are 117 ads at $160,000 each. The last quarter of July, August, and September had
118 prime time ads at $132,000 each. This gives a grand total of $111,616,000.

12. Campaign Planning Final Compilation 12
Print Advertising will run in six of the most highly circulated national magazines. The
average cost per print ad in these national magazines costs $250,000 per ad (Becket, 2016). With
six months of six national publications, each publication will cost $1,500,000 totally $9,000,000.
Digital Advertising costs include Google Adwords, Facebook and Instagram during
October, November, December and January. The Google Adwords will run $2,000 per month
running as cost per click (CPC). Facebook will also run CPC but this will only be $1,000 per
month. Instagram will have sponsors posts of a $1,000 limit each month. February to September
will run the same $2,000 CPC campaign for Google Adwords.
Creative Production Costs, Licensing Fees and Usage Fees
30-Second Advertising Production Costs average at 342,000 (Wagner), since we are
creating three different commercials totaling $1,026,000. From The Association of
Photographers, they have a usage calculator that formed this calculation. The Base Usage Rate
(B.U.R.) ranges from $1,500 to $3,000 (Commercial Photographer Cost), I rounded high. Total
for licensing period 100%, media options 600%, territory options 250% totaling 1500% of the
B.U.R. which is $3,000 (The Association of Photographers). This equals $44,999.95.
Agency Mark-Ups
The average agency markup is 15% of the production and advertising fee (Commission
Systems, 2003). With all of the costs for this advertising campaign, the percent markup would be
$20,276,775.
The Budget

13. Campaign Planning Final Compilation 13
The budget of this campaign is still unclear. But with the importance of Model 3’s
launch, Tesla will need advertise this car as much as they can. The company is financially sound
so they should be able to handle a hefty advertising campaign. According to Elon Must, CEO of
Tesla, the company is currently worth $25 billion and could worth up to $700 billion by 2025
(La Monica, 2015). The total of the entire budget is approximately $155,455,274.95.
Campaign Management Flow and Responsibilities
Management will be our brand strategist who will be assigned only to Tesla. He or she
will have 5+ years as a brand strategist, 5+ years involved in the automotive industry, Master’s
Degree a plus but not required. They will be responsible for: being the hub for everything
involving Tesla, brainstorming development and implementation of Tesla’s campaign needs,
working closely with market researcher to discover insight on target market, and making
recommendations for Tesla knowing competitive market place.
Copywriting department will have a senior copywriter who is also assigned only to Tesla.
He or she will have 3+ years of copywriting experience with an emphasis in the auto industry.
He or she will be responsible for Communicating Tesla’s core message, writing website, print,
and content copy, editing and proofreading copy, oversee the production phase.
The art and layout department will have two graphic designers who will collaborate on
Tesla’s projects. He or she will have at least 3 years of experience and skills in all the standard
design programs: Illustrator, InDesign, Photoshop, Premiere. They will be responsible for:
creating graphics, visuals, videos for website and social media, creating print and web
advertisements for Tesla, incorporating changes recommended by client, reviewing and editing
designs all while sticking to Tesla’s brand guidelines.

14. Campaign Planning Final Compilation 14
The media department will have a media planner and buyer. This will be one person who
works with all of our major clients. This person has at least three years in the auto industry, and
experience with evaluating campaign effectiveness. This person will be responsible for:
identifying most appropriate vehicles for Tesla’s ads, establishing and maintaining contracts with
media owners, evaluating effectiveness of the campaign, booking space or airtime, and
negotiating the best deals to stay within budget.
The account services department will have an account manager who will have a great
understanding of this role and the industry with at least 5 years of experience in each. This
person will be Tesla’s go-to for any and all of your needs. This person will be Tesla’s
representative from agency, works closely with the Brand Strategist, assisting with strategy and
recommendations and understands your market place.
The research department will have you a market researcher who has vast knowledge in
the auto industry, at least 5 years. This person will be responsible for: understanding and
documenting business objectives, formulating analysis, creating questionnaires, hosting focus
groups, etc., reporting recommendations, presenting and answering questions about research
findings.
Campaign Deliverables
The deliverables that we are using to spread the word about the Model 3 are: television
commercials, print ads, press releases, Facebook and Instagram ads, and a trade show booth
layout. These are in the attached PowerPoint.
Adapting to a Changing Environment
With digital and social media marketing changing and growing, this will be an important
target to keep our eyes on. One day Snapchat, Instagram, Twitter, or Pinterest could be a thing of

15. Campaign Planning Final Compilation 15
the past, being replaced by a new application. It will be important to continue to monitor changes
in this market. If there is a new app, we need to consider if this is a route we should consider
using. After the first six months of the campaign, there will be an audit to determine success.
This will be through impressions, cost per click, website traffic and referring sites success,
number of leads retrieved from tradeshows, and leads from the website. The campaign will also
be audited again at 9 months. Depending on how sales and the campaign is going, Tesla maybe
need to increase their advertising budget and add more components or readjust advertising
dollars.
Tesla is changing their target marketing completely. This is a huge change, and they will need to
be prepared to handle the increased spotlight on them and the increase in production.

16. Campaign Planning Final Compilation 16
References
About Tesla. (n.d.). Retrieved May 07, 2016, from https://www.teslamotors.com/about
About the 2016 SEMA Show. (n.d.). Retrieved May 16, 2016, from
https://www.semashow.com/the-sema-show
Accelerating Sustainable Transport. (n.d.). Retrieved May 01, 2016, from
https://www.teslamotors.com/model3
Accelerating Sustainable Transport. (n.d.). Retrieved May 08, 2016, from
https://www.teslamotors.com/model3
Advantages and Disadvantages of Electric Cars - Conserve Energy Future. (n.d.). Retrieved May
08, 2016, from http://www.conserve-energy-future.com/advantages-and-disadvantages-
of-electric-cars.php
Advertising Industry Careers. (n.d.). Retrieved May 27, 2016, from
http://www.aef.com/industry/careers/9000
American middle class. (n.d.). Retrieved May 15, 2016, from
https://en.wikipedia.org/wiki/American_middle_class
AOP Member Login. (n.d.). Retrieved May 22, 2016, from http://www.the-
aop.org/information/usage-calculator
Becket, X. (2016, January 13). The Cost of Advertising Nationally Broken Down by Medium.
Retrieved May 22, 2016, from http://www.webpagefx.com/blog/business-advice/the-
cost-of-advertising-nationally-broken-down-by-medium/
Bedigian, L. (2014, March 7). Tesla Motors, Inc. (NASDAQ:TSLA) - The 3 Biggest Challenges
Facing Tesla's Future Growth. Retrieved May 01, 2016, from

17. Campaign Planning Final Compilation 17
http://www.benzinga.com/trading-ideas/short-ideas/14/03/4374622/the-3-biggest-
challenges-facing-teslas-future-growth
Brand Strategist Salary- United States (n.d.). Retrieved May 23, 2016, from
http://www.payscale.com/research/US/Job=Brand_Strategist/Salary
Commission System. (2003, September 15). Retrieved May 22, 2016, from
http://adage.com/article/adage-encyclopedia/commission-system/98405/
Creativepool. (2015, July 29). Retrieved May 27, 2016, from
http://creativepool.com/articles/jobdescriptions/copywriter-job-description
D'Arcy, P. J. (2013, January 20). Tesla Model S: The Disruptive Marketing of an Electric Car.
Retrieved May 01, 2016, from https://scienceofrevenue.com/2013/01/20/tesla-model-s-
the-disruptive-marketing-of-an-electric-car/
DeBord, M. (2015, October 31). Tesla has 2 major problems, and they have nothing to do with
its cars. Retrieved May 01, 2016, from http://www.businessinsider.com/teslas-problems-
are-not-its-cars-2015-10
Fleming, C. (2016, April 1). Tesla faces stiff challenges with Model 3. Retrieved May 01, 2016,
from http://www.latimes.com/business/autos/la-fi-tesla-model3-20160402-story.html
Golson, J. (2016, March 31). This is the Tesla Model 3, coming in 2017 for $35,000. Retrieved
May 08, 2016, from http://www.theverge.com/2016/3/31/11335272/tesla-model-3-
announced-price-release-date-specs-preorder
Graphic Designer. (n.d.). Retrieved May 27, 2016, from http://www.truity.com/career-
profile/graphic-designer
Greater Milwaukee Auto Show. (n.d.). Retrieved May 16, 2016, from
https://www.facebook.com/GreaterMilwaukeeAutoShow/info/?tab=page_info

18. Campaign Planning Final Compilation 18
How Much Does a Commercial Photographer Cost? - CostHelper.com. (n.d.). Retrieved May 22,
2016, from http://smallbusiness.costhelper.com/commercial-photography.html
Hybrid and Electric Cars 2016-2017: The Best and the Rest. (n.d.). Retrieved May 01, 2016,
from http://www.caranddriver.com/best-hybrid-electric-cars
Hybrid and Electric Cars 2016-2017: The Best and the Rest. (n.d.). Retrieved May 01, 2016,
from http://www.caranddriver.com/best-hybrid-electric-cars
La Monica, P. R. (2015, February 12). Elon Musk's 'insane' call: Tesla is worth $700 billion.
Retrieved May 15, 2016, from http://money.cnn.com/2015/02/12/investing/tesla-apple-
elon-musk/
Market Research Analyst. (n.d.). Retrieved May 27, 2016, from
https://www.marketresearchcareers.com/jdmarketresearchanalyst.aspx
Media buyer/planner. (n.d.). Retrieved May 27, 2016, from https://gradireland.com/careers-
advice/job-descriptions/media-buyerplanner
North American International Auto Show. (n.d.). Retrieved May 16, 2016, from
https://www.facebook.com/NorthAmericanInternationalAutoShow/info/?tab=page_info
Sparks, D. (2015, May 13). SWOT Analysis of Tesla Stock -- The Motley Fool. Retrieved May
01, 2016, from http://www.fool.com/investing/general/2015/05/13/swot-analysis-of-tesla-
stock.aspx
SWOT Analysis - Tesla - SWOT Analysis Strengths -The Model S is the best. (n.d.). Retrieved
May 01, 2016, from https://www.coursehero.com/file/11889383/SWOT-Analysis-Tesla/
Tesla Motors | SWOT Analysis | USP & Competitors (n.d.). Retrieved May 01, 2016, from
http://www.mbaskool.com/brandguide/automobiles/4475-tesla-motors.html
Tesla. (n.d.). Retrieved May 02, 2016, from http://www.caranddriver.com/tesla

19. Campaign Planning Final Compilation 19
THE MIDDLE TO UPPER-MIDDLE CLASS. (2002, December). Retrieved May 15, 2016,
from http://adage.com/article/american-demographics/middle-upper-middle-class/44075/
Top 100 U.S. Magazines by Circulation. (n.d.). Retrieved May 15, 2016, from
http://www.psaresearch.com/images/TOPMAGAZINES.pdf
Topic: Automotive Advertising. (n.d.). Retrieved May 08, 2016, from
http://www.statista.com/topics/1601/automotive-advertising/
Upper middle class. (n.d.). Retrieved May 15, 2016, from
https://en.wikipedia.org/wiki/Upper_middle_class
Wagner, N. (n.d.). How Much Does Television Advertising Really Cost? Retrieved May 22,
2016, from http://smallbusiness.chron.com/much-television-advertising-really-cost-
58718.html
Zart, N. (2014, August 22). The Brilliant Tesla Advertising Strategy, or Lack Thereof. Retrieved
May 01, 2016, from http://www.teslarati.com/brilliant-tesla-advertising-strategy-lack-
thereof/