MBT Shoes Media Recommendations Allison Duffee- Modern Media

1. David Cromer Jacki Juenger Katie Chapin Krystal Plomatos

10. Media Usage MEDIA LOW MEDIUM HIGH Cable TV Network TV Magazines Radio Internet (Work) Internet (Home) Newspaper Out of Home

14. Competitive Analysis

15. Share of Voice- Total Media 2008 Note: Does not include brands with under 1% share of voice Source: TNS Media Intelligence Total Spend: $44,328,379

16. Category Media Mix 2008 Note: Does not include media under 1% of spend Source: TNS Media Intelligence

17. Media Spending by Month 2008 Source: TNS Media Intelligence Media Spending Highest in the Spring Months

18. Reach and Frequency Goals Frequency Range Marketing Factors Frequency: 6+ Effective Reach: 75% 1 2 3 4 5 6 7 8 9 Product Lifecycle Message Complexity Competition Media Weight Scheduling Comments Strategy Moderate Flighted Competitive SOV Acquisition/Penetration

20. Cable TV

24. Out of Home

25. Additional Tactics Celebrity Spokesperson Public Relations

27. Media Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cable Online Print Keywords OOH

28. Projected Media Spending

30. Questions?

31. Appendix

32. Print Spending by Title 2008

33. TV Spending by Program Type 2008 Note: Does not program types under 1% of spend Source: TNS Media Intelligence

34. TV Spending by Month 2008 Source: TNS Media Intelligence

35. Media Cost Universe Total Budget Media Vehicles 12,186,000 $25,000,000 Titles CPM Gross Impressions per month/per issue # of Months Ads Will Run Total Impressions Gross Cost Net Cost Budget Cable TV Weekend $1,440 75 26 237,627,000 $2,808,000 $2,386,800 Prime Access $4,275 80 26 253,468,800 $8,892,000 $7,558,200 *CPP *Points per Week *Weeks $9,945,000 Online Shape.com $5 205,300 9 1,847,700 $9,239 $7,853 Self.com $5 422,700 9 3,804,300 $19,022 $16,168 Fitnessmagazine.com $5 632,900 9 5,696,100 $28,481 $24,208 Active.com $5 2,100,000 9 18,900,000 $94,500 $80,325 Fitwatch.com $5 94,400 9 849,600 $4,248 $3,611 Shapefit.com $5 338,100 9 3,042,900 $15,215 $12,932 $145,098 Print Rate Base x 2 Pass Along Cosmopolitan $8 5,800,000 6 34,800,000 $278,400 $236,640 Fitness $8 3,000,000 6 18,000,000 $144,000 $122,400 Glamour $8 4,500,000 6 27,000,000 $216,000 $183,600 Oprah $8 4,600,000 6 27,600,000 $220,800 $187,680 People $8 6,900,000 24 165,600,000 $1,324,800 $1,126,080 Self $8 2,950,000 6 17,700,000 $141,600 $120,360 Shape $8 3,300,000 6 19,800,000 $158,400 $134,640 US Weekly $8 3,800,000 24 91,200,000 $729,600 $620,160 $2,731,560 Google Keywords $2 Cost per Click 12 500,000 $1,000,000 $850,000 $850,000 Out of Home Interactive Floor Displays $75 50,000,000 3.5 175,000,000 $13,125,000 $11,156,250 $11,156,250 TOTAL 1,102,436,400 $24,827,908