for Fall 2020 Intro to Advertising

1. Lee Ann Wesley – Introduction to Advertising
Casper Mattresses for Millennials in Kansas City & New York
Target’s PsychographicSummary
 Sleep is very important to overall health and well-being
 Simple and durable products are preferred
 Convenience is a strong factor
 More likely to buy other accessories along with mattress
Target’s Demographic Summary
 Gender: 2/3 of Millennials are female
 Age: 18-39, start purchasing mattresses at age 24-39
 HH Income: Over 80% below $99,000
Target’s Geographic Location: Kansas City, MO, and New York, NY
This media plan’s purpose is to use the budget given to best distribute advertisements to
promote Casper Mattress to Millennials. Most of the budget in this media plan was used for
broadcast TV advertisements, since that offers the biggest audience during the TV shows
selected. I selected two TV shows that are popular with the target audience and planned the
ads to run during times where Millennials would be relaxing and watching these shows. This
media plan also includes the Spotify ad placements. These ads will run during three Spotify
moments selected specifically to catch the attention of Millennials during three activities they
participate in. This media plan also utilizes 15 Google keywords to best advertise to those
searching for Casper-related topics.

2. MediaPlan Overview
Media Vehicle Total Cost CPM
Spotify
Chilling $ 5,000 $ 55.56
Chores $ 7,500 $ 37.50
Driving $ 7,500 $ 31.25
All Spotify Totals/AVG $ 20,000 $ 41.44
TV
Rick andMorty $ 36,472 $ 6.25
The Office $ 36,708 $ 10.42
All TV Totals/AVG $ 73,180 $ 8.33
Google Ads
Google Totals/AVG $ 73,565 $ 4,793.33
TOTAL / AVERAGES $ 166,745 $ 24.88
Casper Company Profile
Mattress Industry – According to the Consumer Reports article, Casper is one of many
DTC mattress brands that are changing the old way of mattress shopping. Bill Bradley was the
first to think of the online mattress experience with his Bed in a Box company. He built a
machine that compressed and rolled foam mattresses small enough to fit in a shipping box.
Although his specific brand did not change the old way of mattress shopping by itself, newer
companies like Casper and Tuft & Needle really changed the game. These companies offer a
smaller range of items to make it easier for the consumer to find the perfect fit without being
overwhelmed. They also offer free shipping, trial periods, and free returns a lot of the time.
Today, there are almost 200 online mattress retailers, and Casper is one of the most popular on
the internet. For skeptical customers that need to try their mattress before they buy it, some
companies, including Casper, have teamed up with retailers as well as have their own stores
(Farrell).
Company Overview and History – Casper’s ultimate mission is clear – they believe that
great sleep changes everything. The benefits of a great night’s rest seemto be limitless. Casper
has spent years learning about the science of sleep in order to create the most comfortable
mattress shipped straight to the consumer. Their website is also very well organized with a
small selection of products to make the buying process easy, unlike overwhelming mattress
stores. Their bed-in-a-box ships fast and free with easy setup, 100-night risk-free trial, a 10-year
warranty, and free returns (“Our Story”).

3. Casper launched online in April 2014 and quickly became very popular, partly because of
celebrities and YouTubers excitedly showing the world the mattress they bought in a box. The
CEO of Casper is currently Philip Krim, who, along with T. Luke Sherwin, Jeff Chapin, Gabriel
Flateman, and Neil Parikh founded the company. These men had to start up the business
without any significant outside investments, so they used their own money and credit cards to
pay for the company’s costs at first. Within two months, Casper sold $1.8 million worth of
mattresses. In 2017, Target invested $75 million in Casper and started selling products in their
stores (Huddleston Jr.).
What makes Casper different is the simplicity and beauty they bring to the mattress
industry. They want the world to love sleep as much as they do, according to their “Our Story”
page. They also let consumers know about their extensive research in their lab and they believe
that sets them apart from other companies. Tests in their labs include durability testing,
ergonomics, sleep temperature, overnight tests, and more. They claimthat their tests help
design the best support system for all body types, the most comfortable sleep temperature,
and that every aspect of the product is made for great sleep (“Casper Labs”). Casper also has a
sustainability tab on their “Our Story” page, which includes donations of sleep products to
those in need, in-store recycling of old sleep products, and volunteering. There is also
information about their award-winning customer experience team and their commission-free
store team that can help with any possible question (“Our Story”).
Products – Casper specializes in mattresses, but they also offer lots of other sleep
products to fit the consumer’s need. They offer four different types of mattresses: Original,
Original Hybrid, Nova Hybrid, and Wave Hybrid. These four types are offered in twin, twin XL,
full, queen, king, and California king sizes. The Original is the most affordable and the simplest –
all foam. The Original Hybrid is like the Original but also has springs and a firmer border around
the edge of the mattress. The Nova Hybrid offers the same aspects as the Original Hybrid but
also includes a plush layer on top and an extra support layer. Finally, the Wave Hybrid has the
same benefits as the Nova but also includes a thin coat of cooling gel on top, an extra layer of
foam, and the support layer has gel pods within it for the best support possible.
Casper also offers three pillows – the Original Casper Pillow, which is a down alternative,
the Foam Pillow, and the Down Pillow. They also sell a variety of bed frames, including
adjustable frames, platforms, upholstered frames, and their Haven and Repose bed frames that
are stylish and include a headboard. They also recommend using their version of box springs,
called a Foundation, to best support the mattress the consumer chooses, and that can be
layered on top of their metal bed frame or a bed frame the customer already has. Casper also
sells bedding, which include either their Percale or Sateen styles. Either style comes in sheets,
duvet cover, pillowcases, and shams. There are also many options of duvets by themselves.
There is also a weighted blanket that can be purchased as 10, 15, or 20 pounds (“Casper Shop”).
As mentioned in Company Overview, Casper’s labs play a big part in setting their
mattresses apart. Their labs have 45 researchers, scientists, and engineers, over 100 product

4. tests, and 25 prototyping and testing machines. Tests in their labs include durability testing,
ergonomics, sleep temperature, overnight tests, and more. They claimthat their tests help
design the best support system for all body types, the most comfortable sleep temperature,
and that every aspect is made for great sleep. Their expertise in their lab shows how serious
they are about their products and overall mission, and no product is developed half-baked
(“Casper Labs”). Their “Our Story” page also states that “Our researchers, designers, and
engineers at Casper Labs spend their waking hours studying sleep and creating products based
on real customer needs and feedback” (“Our Story”).
Price – Casper mattresses offer a good range of prices – affordable and basic up to very
luxurious and expensive. The Original mattress is sold for $595 (twin), $695 (twin XL), $995
(full), $1,095 (queen), and $1,295 (king and California king.) The Original Hybrid is a bit pricier,
selling for $695 (twin), $795 (twin XL), $1,195 (full), $1,295 (queen), and $1,495 (king and
California king.) The Nova Hybrid also is quite a bit more expensive than the Original. It sells for
$1,095 (twin), $1,245 (twin XL), $1,795 (full), $1,995 (queen), and $2,295 (king and California
king). Finally, the Wave Hybrid is the most expensive mattress Casper offers. This style sells for
$1,495 (twin), $1,695 (twin XL), $2,395 (full), $2,595 (queen), and $2,995 (king and California
king.) The Original offers the most affordable prices that beat the prices of traditional
mattresses, but the Nova Hybrid and Wave Hybrid are higher up in the price range and can be
around the same price as fancy traditional mattresses (“Casper Shop”).
Place – Firstly, any Casper mattress can be bought from their website, Casper.com.
Since this does not offer the try and buy experience, Casper has their own stores. Casper’s 2nd
Quarter 2020 Report states that they have 59 retail locations – all of them are shown if you look
at all three pages of the Google maps results for Casper locations. Although their number of
stores is not outrageous, they are well spread out across the country, with lots of options on
the coasts as well as the Midwest and the South (Google Maps). Casper also teams up with
Target, Nebraska Furniture Mart, Raymour & Flanigan, Denver Mattresses, and Home Outfitters
to sell their product via their locations, which helps people try out their products that might not
live near a brick-and-mortar Casper store. These retail partners also offer Casper products on
their websites (“Store Locator”).
Target Audience: Millennials in Kansas City and New York
PsychographicElements of Millennial Mattress Shoppers – According to the Mini Field
Guide PDF, Millennials think that sleep is one of the most important factors related to health
and well-being. This means that Millennials want a good mattress that checks whatever boxes
they want to fill and one that will get them the best sleep possible. Millennials are quick
shoppers when it comes to mattresses, with 48% taking only 1-4 weeks to purchase one. Along
with this, 7/10 Millennials say they would shop differently for a mattress next time, which could
mean that they might have shopped too quickly and just chose a mattress because the process
was too complicated or stressful. The main qualities that Millennials are concerned about
relating to buying a new mattress is the quality of the mattress, size, price, if it is delivered to

5. them, and available sales and promotions. Millennials often use web searches and consult
customer reviews and ratings to evaluate a potential mattress and are less likely than Boomers
to use in-store displays (“Mattress Shopper’s Buyers Journey”). 40% of Millennials prefer a bed
in a box, which shows that convenience is also an important factor. Along with this, 50% of
Millennials prefer shopping in a brick-and-mortar location, and this is perfect because Casper
has brick-and-mortar stores and their beds always come in a box. 7/10 Millennials buy bedding
accessories with their mattress, which shows brand loyalty (if they buy a set of sheets from the
same brand as their mattress, for example.) It also shows that convenience is a priority, since
there would be a good chance a Millennial would want to buy new sheets and pillows at the
same place where they purchase their mattress. Casper sells many different sets of sheets,
pillows, duvets, and other accessories that can be paired with one of their mattresses. 65% of
Millennials choose between 1 or more mattresses, which shows that they might not explore
tons of options and just want to get the hassle over with, and Casper only has 3 models of
mattresses, making the process easy. Millennials also usually know what size of mattress they
want and their budget but may not know as much about the features of the mattress and which
retailer to buy it from (“Mini Field Guide to the Mattress Shopper”). Also, from an article about
what Millennials value in a mattress, there a lot of traits that they want when searching for
their new mattress. Millennials often want simple but durable and practical items in their life.
Millennials also appreciate technological innovation, such as temperature regulation and other
interesting new things that mattresses offer, in order to get the best night’s sleep. They also
value sustainability and want to make conscious buying decisions (Fulton).
Demographic Elements of Millennial Mattress Shoppers
Gender – 34% of Millennials are male and 66% are female. Knowing this,
advertisements could be catered more toward females, but males still need to see the mattress
ads as well.
Age Range – Millennials are identified as being between the ages of 18-39, but
do not start purchasing a mattress until age 24.
HH Income – 51% of Millennials have a HH income less than $50,000. Since this
income range represents over half of the generation, it is a good income to base mattress
budgets off, and more affordable mattresses would be preferred (“Mattress Shopper’s Buyers
Journey”).
Geographic Target: Kansas City, MO, and New York, NY – There are three Casper brick-
and-mortar locations in New York City. Casper mattresses are also sold at Raymour & Flanigan,
and there are two locations in New York City, one in Brooklyn, one in Long Island City in
Queens, and one in Jersey City, NJ. The Casper stores and Raymour & Flanigan are the only
places that offer the mattresses and the try and buy experience in this area. Although there are
four Targets that sell Casper products near New York City, two of which are in Brooklyn, they do
not sell mattresses at those locations, only pillows and other smaller products, and there are no

6. other retail partners in the area. In Kansas City, there is one Casper store, and this is the only
place there to try out the mattresses. There are four Targets in the KC area that sell Casper
products, but only the smaller items like the Targets in NYC, and no other retail partners (“Store
Locator”).
Why Millennials are the Perfect Target for Casper
Millennials often want a simple and durable mattress that is still fashionable. Casper
offers a small selection of mattresses to make the search as easy as possible and come with a
10-year warranty. Their mattresses are also sleek and look great even on the most basic
bedframes. 51% of Millennials have a household income below $50,000, meaning a good deal
on a mattress is a perk. Casper offers great quality mattresses for affordable prices, and many
styles and sizes are available for a lot less than mattresses that can be found at traditional
mattress stores, like TempurPedic. Millennials also share a love of sleep with Casper, since 43%
of the generation believe that a good night’s sleep is more important to their health/well-being
than diet or exercise. Casper also recycles old sleep products and donates new ones to people
in need, which is something that Millennials value in a company they are purchasing from.
Convenience is also something that Millennials are concerned about, and nothing is more
convenient than getting a Casper mattress delivered right to your door. They also prefer
shopping in brick-and-mortar stores, and Casper stores and retailers are in most areas. 74% of
Millennials also buy bedding accessories along with a new mattress, and Casper offers a wide
variety of pillows, bed frames, sheets, weighted blankets, and more. And since Millennials don’t
always know much about features that a mattress offers, Casper’s website and stores offer
helpful displays that show what each layer of the mattress does. Overall, Casper fulfills the
wants and needs of Millennials when they are shopping for a mattress, from convenience to
sustainability to mattress knowledge.
Media Plan Recommendations
Spotify Recommendations
Spotify Moment Name: Chilling
 Rationale: Millennials listen to Spotify when they are done with a busy
day and ready to relax. They are more engaged in chill moments, which is
a good opportunity for Casper to get their message across. They also will
not be distracted and will pay attention to the advertisement more than
if they were working or exercising (“Understanding People through
Music”). The IAB research also shows that 63% of digital streaming
happens at home.
 Format & Platforms: Video on all platforms. They will be keener to
watching a video since they are just relaxing at the end of the day.
 Schedule start/end: 12/1/20-2/28/21

7.  Time of day: Late afternoon, 2-5 PM. Spotify’s research shows that this is
when Millennials usually are relaxing and listening to Chill playlists.
 Budget: $5,000
 Target locations: Kansas City, MO and New York City, NY
 Age: 24-39, since that is when Millennials start buying mattresses. It
would be a waste to advertise to those under 24.
 Gender: Both male and female. Although more of Millennials are female,
both genders need mattresses.
 Additional Targeting: I chose alternative, rock, and country as the genres
for this ad. These are the genres that Millennials often listen to while
chilling. I did not choose the “chilling” real time context because it made
the budget delivery likelihood very low.
 Budget delivery likelihood: High
 Cost per ad served: $0.046
 Estimated ads served: 110k
 Estimated reach: 90k
 Estimated lifetime frequency: 1.4
 CPM: $55.56
Spotify Moment Name: Chores
 Rationale: Millennials often use Spotify as motivation, a time filler, to
focus on a task, and to make a mundane experience more interesting.
These facts lead to Millennials listening to Spotify while doing chores to
pass the time and running an audio ad helps Casper send their message
while the target audience might even be doing chores related to their
bed or mattress (“Understanding People through Music”).

8.  Format & Platforms: Audio on all platforms. Since the target audience
will be doing chores and not looking directly at their device, an audio ad
is best to reach them.
 Schedule start/end: 12/1/20-2/28/21
 Time of day: 12-3 PM, mainly on weekends. The Spotify research showed
that this is the time Millennials usually are listening to music while doing
chores.
 Budget: $7,500
 Target locations: Kansas City, MO and New York City, NY
 Age: 24-39
 Gender: Male and female
 Additional Targeting: Since there is no chores playlist and no option for
chores under interests, I selected rock, alternative and country as specific
genres to target because Spotify’s research shows that those genres are
commonly listened to by Millennials at this moment (“Understanding
People through Music”).
 Budget delivery likelihood: High
 Cost per ad served: $0.020
 Estimated ads served: 380k
 Estimated reach: 200k
 Estimated lifetime frequency: 2.1
 CPM: $37.50
Spotify Moment Name: Driving
 Rationale: As shown in the IAB Digital Audio Buyer’s Guide, online radio
listenership in cars by cell phone owners connecting to a cars audio
entertainment systemhas been on a steady incline from 6% in 2010 to

9. 44% in 2018. It is also projected that by this year, 98% of new cars sold
will be connected. 22% of digital audio is used in a car or truck. This
means that spreading Casper’s message while our target audience is
driving is a good idea and using audio ads engages the listener while they
are busy at the wheel.
 Format & Platforms: Audio on IOS and Android. No desktop since
Millennials are driving.
 Schedule start/end: 12/1/20-2/28/21
 Time of day: Mornings, 7-9 am when most of our target audience is
driving or commuting to work
 Budget: $7,500
 Target locations: Kansas City, MO and New York City, NYC
 Age: 24-39
 Gender: Male and female
 Additional Targeting: In-car listening and commuting interests.
 Budget delivery likelihood: High
 Cost per ad served: $0.024
 Estimated ads served: 320k
 Estimated reach: 240k
 Estimated lifetime frequency: 1.5
 CPM: $31.25

10. Spotify AdPlan
Spotify Moment Format
Schedule
Start
Schedule
End Budget
Time
of
Day
Cost per
Ad Served
Est. Ads
Served,
Maximum
Estimated
Reach,
Maximum
Estimated
Lifetime
Frequency,
Maximum
CPM
(Listeners)
Chilling Video 12/1/2020 2/28/2021 $ 5,000
2-5
PM
$
0.046 110,000 90,000 1.4 $ 55.56
Chores Audio 12/1/2020 2/28/2021 $ 7,500
12-3
PM
$
0.02 380,000 200,000 2.1 $ 37.50
Driving Audio 12/1/2020 2/28/2021 $ 7,500
7-9
AM
$
0.024 320,000 240,000 1.5 $ 31.25
All Spotify
Totals/AVG $ 20,000 270,000 $ 41.44
TV Recommendations
Rick and Morty
 Reason: From the yPulse article, we know that Rick and Morty is the
second top favorite TV show of Millennials as of May 2020, which shows
how much Millennials enjoy watching this show and that the data is
recent and accurate. This show is currently airing reruns on Adult Swim
and is between the fourth and fifth season. I also decided to air the ads at
11:30 pm and 12 am on Friday and Saturday nights because those are the
nights more people stay up late watching TV and are probably thinking
about going to bed or are already lying in bed.
 Cost per ad: $163 in Kansas City, $2,386 in NYC, $1,275 average. This was
found by multiplying the show rating by the CPP.
 CPM: $4.35 in Kansas City, $8 in NYC, $6.25 average. The CPM for this is
much cheaper than for The Office because the CPP is much lower.
The Office
 Reason: I also chose to advertise in this show because of its popularity
with Millennials in the yPulse article and how often it airs. It airs nearly all
day for 6 days of the week, showing that it is a popular show in general
and since it shows very often, advertising in each episode is cheaper
overall. Also, since the show is over and reruns are shown, people are
less likely to be fixated on the show and could pay more attention to the
ads. I also decided to advertise Friday and Saturday evenings for the
same reason as with Rick and Morty.
 Cost per ad: $168 in Kansas City, $2,387 in New York City, $1,278
average. This was found by multiplying the show rating by the CPP.

11.  CPM: $7.39 in Kansas City, $13.45 in New York City, $10.42 average. The
CPM for this show was more expensive than for Rick and Morty because
the CPP is higher.
TV AdPlan
TV Program Rating
Length
of Show
in
Minutes
Rating
%
TV HH in
Market
HH
viewing
program #/HH
Total
viewers CPP
Cost per
:30 ad
No. of
insertions
Total
Cost CPM
Rick and Morty
Kansas City 1.65 30 1.65% 909,420 15005 2.5 38 $ 99
$
163 48
$
7,841 $ 4.35
New York 1.65 30 1.65% 7,100,300 117155 2.5 293 $ 1,446
$
2,386 12
$
28,631 $ 8
Rick and Morty
Total/AVG 132160 330 $ 773
$
1,275 60
$
36,472 $ 6.25
The Office
Kansas City 1 30 1.0% 909,420 9094 2.5 23 $ 168
$
168 48
$
8,064 $ 7.39
New York 1 30 1.0% 7,100,300 71003 2.5 178 $ 2,387
$
2,387 12
$
28,644 $ 13.45
The Office Total/AVG 80097 200 $ 1,278
$
1,278 60
$
36,708 $ 10.42
All TV Totals/AVG 212258 531 $ 1,025
$
1,276 120
$
73,180 $ 8.33
TV Insertion Worksheet
Rick and
Morty The Office
Kansas City New York Kansas City New York
Length of show(min.) 30 30 30 30
Number of ads pershow 2 1 2 1
Days per week adruns 2 1 2 1
Number of weeks in
campaign 12 12 12 12
Total number ofTV show
days 24 12 24 12
Total number ofinsertions 48 12 48 12 120
Google Keyword Recommendations
 Keyword List:
o “mattress review”
o “mattress delivery”
o “bed-in-a-box”
o “bedding accessories”
o “best mattress brand”
o “mattress technology”

12. o “how to get the best sleep”
o “sales on mattresses”
o “online mattress stores”
o “foam mattress”
o “sleep technology”
o “mattress stores Kansas City”
o “mattress stores New York City”
o “king size mattress
o “queen size mattress”
 Rationale: “mattress review” – From the Mini Field Guide to the Mattress
Shopper, we know Millennials rely on and trust customer reviews when looking
for mattresses and this keyword will provide them with Casper customer
reviews. “mattress delivery” – Since Casper delivers mattresses to the
customer’s house and it is very convenient, this keyword should suggest Casper
to those that want a mattress delivered to their home. “bed-in-a-box” – Casper is
a bed-in-a-box company, and there are lots of others as well. Casper’s
advertisement being shown after this keyword is searched will lead the
consumer to finding out that Casper is one of the most popular bed-in-a-box
brands. “bedding accessories” – Also from the Mini Field Guide, we know that
74% of Millennials buy bedding accessories along with a new mattress. So, if they
have already purchased a Casper mattress and now want new sheets, pillows,
etc., Casper can provide them with those too.
“best mattress brand” – From that same research, it is shown that
Millennials may not know which specific store or retailer to purchase from. Ads
placed in this keyword search will provide Millennials with the idea of purchasing
from Casper. “mattress technology” – Another aspect that Millennials are unsure
of related to buying a mattress are the features, and these ads will show
Millennials the technology that Casper mattresses provide. “how to get the best
sleep” – We also know that Millennials value sleep as it relates to their
wellbeing, even more than diet or exercise. The Casper ad being placed with this
keyword will show Millennials how great their mattresses are in giving someone
the best night’s sleep. “sales on mattresses” – Mattresses are not cheap, and
from the Mattress Shopper’s Buyers Journey we know that more than half of
Millennials have a household income of less than $50,000 – meaning that a sale
on a Casper mattress is a good fit for them. Sales and promotions are also a
quality from the Mini Field Guide that Millennials base their selection on.
“online mattress stores” – 43% of Millennials buy their mattress online,
and ads under this keyword will provide the consumer with information about
Casper’s website and online offerings (Mini Field Guide).“foam mattress” – From
the Mini Field Guide, Millennials are shown to look for foam mattresses more
than others and Casper sells foammattresses with many different benefits.

13. “sleep technology” – Half of Millennials use some sort of sleep
technology, as shown by the Mini Field Guide, so this is the perfect opportunity
to show what Casper offers in this field of sleep products. “mattress stores
Kansas City” and “mattress stores New York City” – Since these locations are
where our target audience lives, it is best to advertise the Casper locations
nearest to them. “king size mattress” and “queen size mattress” – From the Mini
Field Guide, we know that 72% of Millennials normally sleep with a partner or
pet and 78% want room for two with a King- or Queen-sized bed. These keyword
ads can show our target audience those sizes of mattresses specifically.
 Keyphrase Cost Range: The most expensive keyword that is part of my list is
“mattress delivery” and the cheapest is “bedding accessories.” The high range
CPC for mattress delivery was $17, but I only chose to spend $7 per click, in the
middle of the low and high range. I think this keyword is quite a bit more
expensive than others because mattress delivery is very competitive and there
are countless brands that are trying to catch the consumer’s attention with their
mattress delivery service. The high range CPC for bedding accessories was only
$2.08 and I chose to spend $.50 on each click, in the space between the low and
high range. I think this keyword is a lot cheaper because it receives less searches
per month and is a more specific search. I ended up buying 500 clicks during only
1 month for “mattress delivery” and 600 clicks per month for the whole 3
months for “bedding accessories.” I decided to buy more clicks for the cheaper
keyword because even though it is a more specific search, there are still up to
1,000 people searching for it monthly. I only bought 500 clicks for the most
expensive because of its cost.

14. Google Ad Plan
Keywords/Keyphrases
Cost per
Click (CPC)
Total
Clicks
per
Month
Number
of
Months
Total
Clicks Total Cost CPM
"mattress review" $ 5.00 650 3 1950 $ 9,750 $ 5,000
"mattress delivery" $ 7.00 500 1 500 $ 3,500 $ 7,000
"bed-in-a-box" $ 6.00 750 1 750 $ 4,500 $ 6,000
"beddingaccessories" $ 0.50 600 3 1800 $ 900 $ 500
"best mattressbrand" $ 5.00 700 3 2100 $ 10,500 $ 5,000
"mattress technology" $ 7.00 50 3 150 $ 1,050 $ 7,000
"how to get the best sleep" $ 2.00 75 3 225 $ 450 $ 2,000
"sales onmattresses" $ 5.00 700 3 2100 $ 10,500 $ 5,000
"online mattress stores" $ 7.00 75 3 225 $ 1,575 $ 7,000
"foam mattress" $ 5.00 500 3 1500 $ 7,500 $ 5,000
"sleep technology" $ 3.40 200 3 600 $ 2,040 $ 3,400
"mattress storeskansas
city" $ 5.00 250 2 500 $ 2,500 $ 5,000
"mattress storesnew york
city" $ 8.00 300 2 600 $ 4,800 $ 8,000
"king size mattress" $ 4.00 1000 2 2000 $ 8,000 $ 4,000
"queen size mattress" $ 2.00 1000 3 3000 $ 6,000 $ 2,000
Google Totals/AVG $ 4.79 7350 18000 $ 73,565 $ 4,793.33
Strategy Thoughts
 Budget and Media: In my opinion, I think that the budgeting I used for this media plan
would be effective. I spent the least amount of money on Spotify ads because I knew
that I could target my audience better using TV and Google keywords. I spent around
$70,000 on TV and Google keywords. I would’ve put even more money toward Google if
I could, but the TV insertions were very pricey. I think the Google keywords are by far
the best placements to advertise to Millennials at the right time, place, and
circumstance because they are searching for all these topics related to our product. If
they are looking for this information already, they are thinking about it and it is the
perfect time to advertise to them. I think the high price of these keyword searches are
worth the money because there is not a better time to be showing them Casper and
their products.
Buying the TV ads was also very costly, but I chose shows that Millennials love to
watch and figured that when they are just relaxing and watching TV they will probably
be interested in an advertisement about super comfortable mattresses. I placed these
ads at night as well to appeal to viewers laying on the couch or in bed and might be
thinking about going to bed or are about to go to sleep. With Spotify, I spent a lot less

15. because I knew the other media types would cost more to place ads in. I selected three
moments that Millennials participate in and the time that they participate in them. I also
filtered through interests and genres of music that relate to those moments as well as
specify the platform and format to fit the activity they are doing. I think that even
though I spent the least on these ads they will be effective in reaching Millennials
through their music.
 CPM Analysis: CPM means the cost per thousand. This can be cost per thousand
viewers, views, clicks, etc. We use CPM rather than cost per one view or click because
those numbers would not tell us enough information about the cost of advertising.
Looking at cost per thousand gives us a big picture view of how much we would be
spending on a certain campaign. For example, if the CPM for an ad was $1,000, I would
most likely not put out a lot of those ads because it would be expensive. The most
expensive CPM for this assignment was for Google keywords and the cheapest was for
TV. I think that the TV ads offer the best value out of all the media vehicles we used
because of the lower CPM which is why I spent a huge portion of my budget on my TV
ad placements. This CPM was $8.33, which I think is fairly affordable to get 1,000 people
to see the ad, especially during popular TV shows like the ones I selected.

16. Works Cited
“Casper Reports Second Quarter 2020 Results.” Casper, 11 Aug. 2020,
https://ir.casper.com/news-and-events/news/news-details/2020/Casper-Reports-
Second-Quarter-2020-Results/default.aspx.
“Casper Shop.” Casper, 2020, https://casper.com/home-v3/.
Farrell, Mary H.J. “Is a Bed-in-a-Box Right for You?” Consumer Reports, 18 Feb. 2020,
https://www.consumerreports.org/mattresses/is-a-bed-in-a-box-right-for-you/.
Fulton, Holly. “Mattresses for Millennials: Why they care where they sleep.” Culp Home
Fashions, 9 Apr. 2019, https://www.culphomefashions.com/blog/mattresses-for-
millennials#:~:text=They%20appreciate%20minimal%20yet%20fashionable,are%20mad
e%20with%20sustainable%20fibers.
Google Maps, 2020, https://www.google.com/maps/search/casper+mattress/@40.2904469,-
112.7404689,4z/data=!4m2!2m1!6e2.
Huddleston Jr., Tom. “How Casper’s founders went from $100,000 in debt to building a billion-
dollar mattress start-up.” CNBC, 5 Apr. 2019, https://www.cnbc.com/2019/04/05/how-
caspers-founders-built-a-billion-dollar-mattress-start-up.html.
iab. “2019 Digital Audio Buyer’s Guide.” Interactive Advertising Bureau, Nov. 2018,
file:///C:/Users/S539815/Downloads/IAB-Digital-Audio-Buyer%E2%80%99s-Guide-
%E2%80%93-2.0-Sept-20-2018.pdf.
"Mattress Shopper's Buyers Journey." The Better Sleep Council,
2020, https://www.sleepproducts.org/pdf/ISPA-BuyerJourney.pdf .
“Mini Field Guide to the Mattress Shopper.” The Better Sleep Council, 2018,
https://www.sleepproducts.org/mini-field-guide/.
“Our Story.” Casper, 2020, https://casper.com/about/.
Porter, Rick. “’Rick and Morty’ Returns to Healthy Ratings, People’s Choice Awards Improve.”
The Hollywood Reporter, 12 Nov. 2019, https://www.hollywoodreporter.com/live-
feed/rick-morty-returns-healthy-peoples-choice-awards-ratings-rise-
1254285#:~:text=The%20show%20also%20topped%20AMC's,both%20cable%20or%20b
roadcast%20TV.
“Store Locator.” Casper, 2020, https://stores.casper.com/?q=10036.
“These are Gen Z and Millennials’ 17 Favorite TV Shows Right Now.” yPulse, 26 May 2020,
https://www.ypulse.com/article/2020/05/26/these-are-gen-z-millennials-17-favorite-tv-
shows-right-now/.

17. “Understanding People through Music: Millennial Edition.” Spotify, June 2018,
file:///C:/Users/S539815/Downloads/Spotify_Millennial_Edition_May_2018%20(3).pdf.
“Welcome to Casper Labs.” Casper, 2020, https://casper.com/casper-labs/.