Uncle Dan's Outdoor Store targets campers in Chicago with their wide selection of high-end and affordable camping gear. The document analyzes Uncle Dan's target audience through demographic and psychographic research, finding that their core customers are 25-45 year old married males with incomes over $100,000 who enjoy camping near Chicago on weekends. It then outlines Uncle Dan's product offerings and store locations that are strategically placed near Chicago to best serve this target audience.
This media plan recommends advertising avenues to target campers in Chicago for Uncle Dan's Outdoor Store. It summarizes research on the psychographic, demographic, and geographic characteristics of campers. The target audience enjoys outdoor activities like camping and plans trips in advance. Most campers are ages 25-44, earn $25,000-$100,000 annually, and camp with family/friends.
The plan recommends advertising in Outside and Chicago magazines, and on country radio stations WUSN-FM and WEBG-FM. It proposes specific ad sizes, placements, frequencies and costs. Magazine ads will run in Outside once and Chicago three times. Radio ads will air 48 times total on both stations over 12 weeks. The
Uncle Dan's Outdoor Store targets campers in Chicago for its products. It aims to equip people with quality gear for outdoor activities at fair prices. Specifically, it targets married couples aged 35-55 who earn $50,000+ annually and enjoy camping with children. Eight of Uncle Dan's nine store locations are in Illinois near Chicago, making it well positioned for customers in the Chicago area. The document recommends advertising in Chicago and outdoor magazines as well as radio to reach target campers.
Noah Cooper's Intro to Advertising Media PlanNoahCooper5
This document analyzes the target audience for Big 5 Sporting Goods advertising campaigns - family car campers in Los Angeles. It summarizes that most campers are casual participants who enjoy affordable gear and spending time outdoors with family/friends within 50 miles of home. The target demographic is men aged 25-44 with incomes of $24,000-$74,999 who are likely to camp at sites like Crystal Lake Recreation Area near LA. The document recommends advertising placements and budgets to reach this psychographic and demographic profile of campers.
Big 5 Sporting Goods in Los Angeles aims to target campers in the LA area through advertising. The target audience is defined as car campers ages 25-38 with a household income between $50,000-$74,999 who enjoy camping locally within 150 miles of home. Specifically, the target is families with children who take 1-2 night camping trips on weekends in the spring, summer, and fall when daytime temperatures are around 72 degrees.
Great Dane Media, a class simulated media planning agency, created a comprehensive media plan for Harley Davidson to market to a younger audience in 2018.
This marketing plan proposes a new line of Levi's "Celebrity Fit" jeans that will be modeled after and named after celebrities. There will be men's and women's lines with 3-4 styles each tailored to compliment different body types represented by celebrities like Rihanna and Robert Pattinson. The plan aims to make Levi's seem more trendy and appeal to young adults in the US and Europe through print ads focusing on the personalized fit and relating to celebrities. Objectives include improving sales 15% and enhancing Levi's brand image in today's fashion climate.
Jay Jays is an Australian casual clothing brand that targets teenagers and young adults between 12-30 years old. It appeals to customers seeking affordable yet fashionable clothing. Jay Jays proposes a t-shirt design competition to promote the brand and engage customers. The competition aims to generate buzz on social media and reward creativity. It must obtain gambling permits from state authorities and ensure the competition follows legal and ethical guidelines.
This media plan recommends advertising avenues to target campers in Chicago for Uncle Dan's Outdoor Store. It summarizes research on the psychographic, demographic, and geographic characteristics of campers. The target audience enjoys outdoor activities like camping and plans trips in advance. Most campers are ages 25-44, earn $25,000-$100,000 annually, and camp with family/friends.
The plan recommends advertising in Outside and Chicago magazines, and on country radio stations WUSN-FM and WEBG-FM. It proposes specific ad sizes, placements, frequencies and costs. Magazine ads will run in Outside once and Chicago three times. Radio ads will air 48 times total on both stations over 12 weeks. The
Uncle Dan's Outdoor Store targets campers in Chicago for its products. It aims to equip people with quality gear for outdoor activities at fair prices. Specifically, it targets married couples aged 35-55 who earn $50,000+ annually and enjoy camping with children. Eight of Uncle Dan's nine store locations are in Illinois near Chicago, making it well positioned for customers in the Chicago area. The document recommends advertising in Chicago and outdoor magazines as well as radio to reach target campers.
Noah Cooper's Intro to Advertising Media PlanNoahCooper5
This document analyzes the target audience for Big 5 Sporting Goods advertising campaigns - family car campers in Los Angeles. It summarizes that most campers are casual participants who enjoy affordable gear and spending time outdoors with family/friends within 50 miles of home. The target demographic is men aged 25-44 with incomes of $24,000-$74,999 who are likely to camp at sites like Crystal Lake Recreation Area near LA. The document recommends advertising placements and budgets to reach this psychographic and demographic profile of campers.
Big 5 Sporting Goods in Los Angeles aims to target campers in the LA area through advertising. The target audience is defined as car campers ages 25-38 with a household income between $50,000-$74,999 who enjoy camping locally within 150 miles of home. Specifically, the target is families with children who take 1-2 night camping trips on weekends in the spring, summer, and fall when daytime temperatures are around 72 degrees.
Great Dane Media, a class simulated media planning agency, created a comprehensive media plan for Harley Davidson to market to a younger audience in 2018.
This marketing plan proposes a new line of Levi's "Celebrity Fit" jeans that will be modeled after and named after celebrities. There will be men's and women's lines with 3-4 styles each tailored to compliment different body types represented by celebrities like Rihanna and Robert Pattinson. The plan aims to make Levi's seem more trendy and appeal to young adults in the US and Europe through print ads focusing on the personalized fit and relating to celebrities. Objectives include improving sales 15% and enhancing Levi's brand image in today's fashion climate.
Jay Jays is an Australian casual clothing brand that targets teenagers and young adults between 12-30 years old. It appeals to customers seeking affordable yet fashionable clothing. Jay Jays proposes a t-shirt design competition to promote the brand and engage customers. The competition aims to generate buzz on social media and reward creativity. It must obtain gambling permits from state authorities and ensure the competition follows legal and ethical guidelines.
The best of stand up brands. How are brands taking a stand for causes and their core values to win over the next generation of consumers? A deep dive into consumers’ changing expectations of brands, and how some are already making a stand and bringing social consciousness into their communication strategies.
A communication plan created for Iron Horse Brewery located in Ellensburg, Wash. Our team's goal was to increase Iron Horse's brand recognition throughout Central Washington and the Pacific Northwest. The plan was developed in two months.
The advertisement summarizes the high level strategies used by La Mer skincare products to target wealthy consumers. It uses imagery of kelp and ocean to represent the key ingredients and production process. Placement in magazines like Vanity Fair with affluent readers reinforces the products' image as luxury items. Semiotic signs like glowing illumination around the product imply it will maintain youth and status. Relating beauty with wealth and fear of losing social standing exploits insecurities to sell the product.
DMEF Collegiate ECHO Challenge 2013 'Snip to be Cool with dELIA*sJessica Dunning
The document proposes a marketing campaign for retailer dELiA*s to target 'tween' girls aged 12-14. The campaign would involve a cut-out model that girls can dress using dELiA*s catalog items. Girls enter the dressed model in a contest for prizes. The campaign aims to increase sales among existing customers and expand to tweens through direct mail, social media, print ads, and TV commercials over 8 weeks. The majority of the $500,000 budget would fund TV spots on networks like Fox and CW.
This document analyzes an advertisement for a makeup product featuring Kate Moss. It summarizes that the ad targets white, heterosexual women ages 17-35 by portraying Moss as glamorous and wealthy. Moss is depicted as slightly sexualized to draw attention to the product on her lips and nails. British symbols like the crown logo and tagline reinforce the target of the British audience. The color scheme, camera angle, and Moss' signature are meant to make viewers aspire to the lifestyle associated with the product.
Patagonia began as a company making climbing gear for its founders and their friends. It grew into an outdoor apparel company known for its high quality, durable products. Patagonia has a strong online and social media presence where it promotes its lifestyle brand focused on adventure and the outdoors. It emphasizes its environmental and social missions. Patagonia's consistent quality has created loyal customers who continue purchasing its products. The company stands out through its commitment to self-improvement and sustainability initiatives.
This document provides a digital media campaign plan for a vintage clothing boutique called InBetween. The plan has the following key goals:
1) Increase awareness of the company and create hype around their upcoming grand opening.
2) Define the brand personality as focusing on consumers finding their own style through thrifted clothing.
3) Achieve a minimum of $10,000 in sales during the opening month through increased awareness and promotions.
The plan includes an analysis of competitors, target audiences, recommended digital media strategies and platforms, budgets, and metrics to measure success. It aims to position InBetween as a locally-owned boutique alternative to chain retailers through its curated vintage selections and personalized customer experience.
This document discusses Barbie as a brand. It presents Barbie's brand identity and positioning as an aspiration and fashion doll for pre-teen girls. It analyzes Barbie using various brand equity models, identifying its strengths as a salient, favorable, and unique brand known for its quality, style, and role as a reliable toy for over 53 years. The document also maps out Barbie's distribution channels, brand elements, and hierarchy within the Mattel brand portfolio.
critique on three different types of media- video, poster and sculpture and relating it to the chapters of the book ways of seeing by john berger. 1. dove real beauty commercial, 2. nike's kaepernick commercial 3. survival of the fattest by john galschiot all these cover the key points of the chapters that are mystification, genderism and publicity
The document summarizes the marketing strategies of American Girl, a company that manufactures historical dolls and accessories for girls ages 3 to 13. It discusses how American Girl brands its products through logos, doll appearances, and marketing campaigns. The company targets mothers and daughters through catalogues, magazines, and social media promotions. It also aims to educate girls about American history by representing different cultures and time periods. The document evaluates American Girl's pricing, advertising, and opportunities to expand its product lines, branding, and cultural representation through additional marketing research.
Super Bowl 2019 / The insights behind the adsCanvas8
The document summarizes key insights from notable Super Bowl 2019 ad campaigns. It discusses how brands used self-deprecating humor to boost perceptions by poking fun at competitors or potential mispronunciations. It also analyzes how brands promoted inclusion by featuring underrepresented groups or disabilities. Finally, it examines how brands reassured consumers that they won't be replaced by emphasizing human abilities that AI lacks, like tasting food or enjoying human experiences.
Mary Kay conducted research on Millennials' perceptions of the Mary Kay brand and cosmetics purchasing habits, finding high awareness but an perception as being for older women; the research showed Millennials prefer to try products before buying and value personalized attention from consultants; therefore, the proposed strategy is to change Mary Kay's image to one of confidence and empowerment through a digital and social media campaign emphasizing the brand empowers women.
The document discusses a brand audit of Barbie. It provides an overview of the toy market, with Mattel being the 6th most valuable toy brand worldwide generating billions in revenue from Barbie sales. It then covers Barbie's brand identity model focusing on themes of dreams, diversity, and empowerment. Next, it examines Barbie's brand architecture and insights from consumer interviews. Key challenges are parents' versus kids' perspectives. Finally, marketing strategies are proposed to address challenges through co-branding, customization, and ensuring quality across brand extensions.
Kabang Energy Candy is ranked the #1 energy candy in the world and #11 in the overall candy category in North America. It contains vitamins and ginseng but no caffeine, and provides natural energy with only 15 calories and 5 grams of sugar per piece. As the undisputed leader in the energy candy field, Kabang appeals to a wide range of customers from kids to seniors and has seen success being sold in stores, gyms, and online.
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers
What was once considered a niche market has grown in recent years to become an increasingly lucrative space for tourism brands. We're talking, of course, of LGBT travel.
Syndicate is a new retail boutique opening on Robertson Blvd in West Hollywood that will carry men's and women's contemporary fashion lines. It will be owned by Rebecca Ralph and have 9 employees. The store will provide personal service 7 days a week and carry lines like Brian Lichtenberg, Future Heretics, Alkemy, and others. A 6-month marketing plan includes print ads, web banners, event promotions, and giveaways to launch the "Get Lazy" summer campaign.
This document provides a summary of Gap Inc. and H&M's histories from their founding to present day. Some key details include:
- Gap Inc. was founded in 1969 and introduced brands like Banana Republic, Old Navy, Athleta and Intermix over the decades.
- H&M was founded in 1947 in Sweden and expanded globally, launching brands like COS and collaborating with designers.
- Both companies grew through strategic acquisitions and by tapping into trends through affordable fashionable clothing. They have also increased sustainability and ethical practices over time.
San Diego Sports Consulting Project - Padres SponsorshipBrett Baur
Our team was tasked with consulting for the San Diego Padres on how to leverage the 2016 MLB All-Star game to create and strengthen corporate partner relationships.
Monster Beverage Corporation produces energy drinks, including the flagship Monster Energy brand. The document provides an overview of Monster's marketing strategy, product lines, target demographics, distribution network, and financial performance. It analyzes Monster's strengths in establishing a loyal customer base through unique branding and endorsements, though weaknesses include reliance on caffeinated drinks and lack of traditional advertising.
Uncle dan's outdoor store and campers in chicagoTrent Spinner
Uncle Dan's Outdoor Store is a Chicago-based outdoor outfitter that targets campers in the Chicago area. The typical camper they seek to reach is a married male between 25-55 years old with a household income over $100,000. These campers prefer winter and summer for camping and activities like hiking and bonfires. They also tend to not research items before purchasing. Uncle Dan's aims to provide high-quality camping gear like flashlights, coolers, and backpacks at competitive prices to serve these campers. They have multiple store locations around Chicago to be conveniently accessible for their target customers.
This media plan from Uncle Dan's Outdoor Store targets campers in Chicago over three months. The budget is $274,270 to be allocated across Google keyword ads ($92,290), magazines ($87,460), radio ($47,520), and e-newsletters ($42,000). The target audience is male campers aged 25-44 who are married, have incomes over $100k, enjoy outdoor activities with family and friends, and prioritize quality over cost when camping. Research on camper demographics and behaviors informed the media recommendations.
The best of stand up brands. How are brands taking a stand for causes and their core values to win over the next generation of consumers? A deep dive into consumers’ changing expectations of brands, and how some are already making a stand and bringing social consciousness into their communication strategies.
A communication plan created for Iron Horse Brewery located in Ellensburg, Wash. Our team's goal was to increase Iron Horse's brand recognition throughout Central Washington and the Pacific Northwest. The plan was developed in two months.
The advertisement summarizes the high level strategies used by La Mer skincare products to target wealthy consumers. It uses imagery of kelp and ocean to represent the key ingredients and production process. Placement in magazines like Vanity Fair with affluent readers reinforces the products' image as luxury items. Semiotic signs like glowing illumination around the product imply it will maintain youth and status. Relating beauty with wealth and fear of losing social standing exploits insecurities to sell the product.
DMEF Collegiate ECHO Challenge 2013 'Snip to be Cool with dELIA*sJessica Dunning
The document proposes a marketing campaign for retailer dELiA*s to target 'tween' girls aged 12-14. The campaign would involve a cut-out model that girls can dress using dELiA*s catalog items. Girls enter the dressed model in a contest for prizes. The campaign aims to increase sales among existing customers and expand to tweens through direct mail, social media, print ads, and TV commercials over 8 weeks. The majority of the $500,000 budget would fund TV spots on networks like Fox and CW.
This document analyzes an advertisement for a makeup product featuring Kate Moss. It summarizes that the ad targets white, heterosexual women ages 17-35 by portraying Moss as glamorous and wealthy. Moss is depicted as slightly sexualized to draw attention to the product on her lips and nails. British symbols like the crown logo and tagline reinforce the target of the British audience. The color scheme, camera angle, and Moss' signature are meant to make viewers aspire to the lifestyle associated with the product.
Patagonia began as a company making climbing gear for its founders and their friends. It grew into an outdoor apparel company known for its high quality, durable products. Patagonia has a strong online and social media presence where it promotes its lifestyle brand focused on adventure and the outdoors. It emphasizes its environmental and social missions. Patagonia's consistent quality has created loyal customers who continue purchasing its products. The company stands out through its commitment to self-improvement and sustainability initiatives.
This document provides a digital media campaign plan for a vintage clothing boutique called InBetween. The plan has the following key goals:
1) Increase awareness of the company and create hype around their upcoming grand opening.
2) Define the brand personality as focusing on consumers finding their own style through thrifted clothing.
3) Achieve a minimum of $10,000 in sales during the opening month through increased awareness and promotions.
The plan includes an analysis of competitors, target audiences, recommended digital media strategies and platforms, budgets, and metrics to measure success. It aims to position InBetween as a locally-owned boutique alternative to chain retailers through its curated vintage selections and personalized customer experience.
This document discusses Barbie as a brand. It presents Barbie's brand identity and positioning as an aspiration and fashion doll for pre-teen girls. It analyzes Barbie using various brand equity models, identifying its strengths as a salient, favorable, and unique brand known for its quality, style, and role as a reliable toy for over 53 years. The document also maps out Barbie's distribution channels, brand elements, and hierarchy within the Mattel brand portfolio.
critique on three different types of media- video, poster and sculpture and relating it to the chapters of the book ways of seeing by john berger. 1. dove real beauty commercial, 2. nike's kaepernick commercial 3. survival of the fattest by john galschiot all these cover the key points of the chapters that are mystification, genderism and publicity
The document summarizes the marketing strategies of American Girl, a company that manufactures historical dolls and accessories for girls ages 3 to 13. It discusses how American Girl brands its products through logos, doll appearances, and marketing campaigns. The company targets mothers and daughters through catalogues, magazines, and social media promotions. It also aims to educate girls about American history by representing different cultures and time periods. The document evaluates American Girl's pricing, advertising, and opportunities to expand its product lines, branding, and cultural representation through additional marketing research.
Super Bowl 2019 / The insights behind the adsCanvas8
The document summarizes key insights from notable Super Bowl 2019 ad campaigns. It discusses how brands used self-deprecating humor to boost perceptions by poking fun at competitors or potential mispronunciations. It also analyzes how brands promoted inclusion by featuring underrepresented groups or disabilities. Finally, it examines how brands reassured consumers that they won't be replaced by emphasizing human abilities that AI lacks, like tasting food or enjoying human experiences.
Mary Kay conducted research on Millennials' perceptions of the Mary Kay brand and cosmetics purchasing habits, finding high awareness but an perception as being for older women; the research showed Millennials prefer to try products before buying and value personalized attention from consultants; therefore, the proposed strategy is to change Mary Kay's image to one of confidence and empowerment through a digital and social media campaign emphasizing the brand empowers women.
The document discusses a brand audit of Barbie. It provides an overview of the toy market, with Mattel being the 6th most valuable toy brand worldwide generating billions in revenue from Barbie sales. It then covers Barbie's brand identity model focusing on themes of dreams, diversity, and empowerment. Next, it examines Barbie's brand architecture and insights from consumer interviews. Key challenges are parents' versus kids' perspectives. Finally, marketing strategies are proposed to address challenges through co-branding, customization, and ensuring quality across brand extensions.
Kabang Energy Candy is ranked the #1 energy candy in the world and #11 in the overall candy category in North America. It contains vitamins and ginseng but no caffeine, and provides natural energy with only 15 calories and 5 grams of sugar per piece. As the undisputed leader in the energy candy field, Kabang appeals to a wide range of customers from kids to seniors and has seen success being sold in stores, gyms, and online.
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers
What was once considered a niche market has grown in recent years to become an increasingly lucrative space for tourism brands. We're talking, of course, of LGBT travel.
Syndicate is a new retail boutique opening on Robertson Blvd in West Hollywood that will carry men's and women's contemporary fashion lines. It will be owned by Rebecca Ralph and have 9 employees. The store will provide personal service 7 days a week and carry lines like Brian Lichtenberg, Future Heretics, Alkemy, and others. A 6-month marketing plan includes print ads, web banners, event promotions, and giveaways to launch the "Get Lazy" summer campaign.
This document provides a summary of Gap Inc. and H&M's histories from their founding to present day. Some key details include:
- Gap Inc. was founded in 1969 and introduced brands like Banana Republic, Old Navy, Athleta and Intermix over the decades.
- H&M was founded in 1947 in Sweden and expanded globally, launching brands like COS and collaborating with designers.
- Both companies grew through strategic acquisitions and by tapping into trends through affordable fashionable clothing. They have also increased sustainability and ethical practices over time.
San Diego Sports Consulting Project - Padres SponsorshipBrett Baur
Our team was tasked with consulting for the San Diego Padres on how to leverage the 2016 MLB All-Star game to create and strengthen corporate partner relationships.
Monster Beverage Corporation produces energy drinks, including the flagship Monster Energy brand. The document provides an overview of Monster's marketing strategy, product lines, target demographics, distribution network, and financial performance. It analyzes Monster's strengths in establishing a loyal customer base through unique branding and endorsements, though weaknesses include reliance on caffeinated drinks and lack of traditional advertising.
Uncle dan's outdoor store and campers in chicagoTrent Spinner
Uncle Dan's Outdoor Store is a Chicago-based outdoor outfitter that targets campers in the Chicago area. The typical camper they seek to reach is a married male between 25-55 years old with a household income over $100,000. These campers prefer winter and summer for camping and activities like hiking and bonfires. They also tend to not research items before purchasing. Uncle Dan's aims to provide high-quality camping gear like flashlights, coolers, and backpacks at competitive prices to serve these campers. They have multiple store locations around Chicago to be conveniently accessible for their target customers.
This media plan from Uncle Dan's Outdoor Store targets campers in Chicago over three months. The budget is $274,270 to be allocated across Google keyword ads ($92,290), magazines ($87,460), radio ($47,520), and e-newsletters ($42,000). The target audience is male campers aged 25-44 who are married, have incomes over $100k, enjoy outdoor activities with family and friends, and prioritize quality over cost when camping. Research on camper demographics and behaviors informed the media recommendations.
This media plan summary outlines advertising recommendations for Big 5 Sporting Goods to target campers in the Los Angeles area over three months. The majority of the $270,308 budget will be allocated to radio ads on stations KCBS-FM and KLAC-AM, as well as Google keyword ads. Magazine recommendations include a half-page ad in LA Weekly and a two-thirds page ad in Outdoor Magazine. The target audience is identified as married men aged 24-44 with children and a household income of $25,000-$74,000, who enjoy camping and other outdoor activities within 50 miles of Los Angeles.
This media plan targets mountain campers in Los Angeles aged 25-45 who enjoy hiking, fishing, and camping. The plan allocates $262,380 across magazines, radio, Google ads, and e-newsletters targeting this audience. It analyzes campers' demographic and psychographic traits, showing most camp in the mountains and purchase gear from outdoor retailers. The plan promotes Big 5 Sporting Goods, which offers various camping equipment at low prices, to attract new customers among mountain campers in Los Angeles.
Carry-OnInitial game strategyTiffany C., Aze.docxannandleola
Carry-On
Initial game strategy
Tiffany C., Azeem S., Dillon H.
MKTG 2150-005
Mount Royal University
Introduction and segment chosen
Carry on is an outdoor backpack company with great features at a competitive price. We have devoted our company to construct backpacks for outdoor enthusiasts as they have a deep and lifelong commitment and investment to the outdoors that is not just a casual interest, but a lifestyle.We believe that people will put their money where their passion is. In order to create an ideal backpack for our target market, we needed to understand the demographic segment of these consumers. Statistically, about 30% outdoor enthusiast have a household income of $100,000+ and about 33% of them are 45+ years old. About 70% are Caucasian and 26% are College Graduates (Outdoor Foundation, 2014, p.10). Also, 54% of outdoor participants are male (Outdoor Foundation, 2014, p. 7). We kept this in mind as our backpack had to be created for potential consumers with both the willingness and ability to buy.
Product Features
We’ve adopted the Large rectangular backpack as it has a quite a large capacity and helps create enough comfort for the outdoor enthusiast. We’ve chosen the Wide-padded because it creates enough durability and comfort for the outdoor enthusiast, and provides a more cost-effective approach than Wide + Chest or the Advanced support straps. Outdoor enthusiasts are more concerned with the capacity and water proof of the backpack, rather than comfort and durability. We’ve added features such as a water bottle holder to allow the traveller to grab water at their convenience, waterproof material to help protect the backpack from weather related issues. We avoided a GPS tracker in our backpack because it is too costly for our price. We chose advanced material as the material for our backpack which offers excellent durability with its synthetic coating and also provides enhanced waterproofing. As for color, we chose green to promote and relate to the outdoor enthusiast. The green color provides camouflage and symbolises the outdoors.
Pricing strategy
The total production cost of Carry-on’s backpack will be $45. This is very efficient in comparison with the demands of an outdoor enthusiast. Everything is provided, and we save production costs by avoiding extra benefits such as a GPS system and advanced support straps. We have decided to price our backpack at $96 as the average an outdoor enthusiasts spends is $90 on a backpack. This provides a $51 margin per unit cost.
Distribution decisions
We decided to distribute our backpacks directly, with a $5 discount due to %0 distributer cut. We also decided to distribute a High End Outdoor store, similarly giving a $5 discount. Distributing at High End Outdoor Stores with a $5 discount can be efficient as it promotes purchases in the most customer reaching area, and only takes a %28 distributor cut. We will also distribute through Department .
Brand Management- ReNue Final Pitch DeckKatie O'Hara
The document proposes a new sustainable backpack company called ReNue. It summarizes market opportunities for a backpack that adapts to a consumer's changing lifestyle. ReNue backpacks would use 95% recyclable materials and customers could recycle old backpacks to receive discounts. The target market is students and professionals ages 18-34. ReNue backpacks aim to be durable, functional and professional. The business model includes retailers and direct distribution, and customers recycling old backpacks for discounts on new ones. The company is seeking $500,000 in financing to produce an initial run of 5,000 backpacks.
Media producers define their audience through research to understand consumer interests and behaviors. Quantitative research uses surveys and statistics to determine audience demographics like age, gender, and socioeconomic status. Qualitative research uses focus groups and interviews to understand audience psychographics, including hobbies, values and spending habits. Understanding the audience allows media to be tailored to attract specific consumer groups and maximize commercial and critical success. Key factors studied include age, gender, location, and socioeconomic classifications to help target advertising and content.
Essay on Diwali festival for all Class in 100 to 500 Words in English. Essay On Diwali In English For Class 10 – Telegraph. Striking Simple Essay On Diwali ~ Thatsnotus. Essay on Diwali | Diwali Essay for Students and Children in English ....
The document outlines a campaign proposal for a charity shop focused on fashion. It will promote Cancer Research UK by designing advertisements targeting younger people aged 17-25. The campaign message is that customers can get good quality fashion items while also supporting an important cause. A schedule is proposed with the first poster appearing on June 5th and the campaign closing on September 11th. Legal and ethical guidelines for the campaign are also discussed.
The document outlines a campaign proposal for a charity shop focused on fashion. It will promote Cancer Research UK by designing advertisements targeting younger people aged 17-25. The campaign message is that customers can get good quality fashion items while also supporting an important cause. A schedule is proposed with the first poster appearing on June 5th and the campaign closing on September 11th. Legal and ethical guidelines for the campaign are also discussed.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
This document provides information about a marketing campaign created by a group for the outdoor clothing brand Patagonia. The campaign aims to change people's perception that Patagonia products are only worn as a fashion statement by encouraging customers to use the products for their intended outdoor purposes. The campaign includes print billboards showing cityscapes with images of wilderness, an app called Patagonia Pioneer that tracks outdoor activities and awards points for discounts, and an interactive experience called Where's Your Wilderness that immerses users in different wilderness settings. The target market is social and environmentally-conscious young adults living in urban areas.
My Best Friend Essay for Class 3 with PDF – VocabularyAN. Essay About My Best Friend by Professional Essay Writers - Issuu. My best friend essay 1219 words studymode. Thesis about best friends. write me essay. True friendship essays examples. 60+ Friendship Essay Topics Inc .... Reflective essay: Write a short essay on my best friend. What Is The Importance Of Friendship? - Free Essay Example | PapersOwl.com. What Is A Good Friendship Essay | Sitedoct.org. Write an essay on My Best Friend | Essay Writing | English - YouTube. 014 Essay Example My Best Friend In English ~ Thatsnotus. My good friends essay - Why are friends so important to people?This is .... Importance Of Friendship Essay | Friendship essay, Essay, Happy ....
The document provides an analysis of the target market, competitors, and marketing strategies for a proposed women's boutique. It analyzes the demographics, behaviors, and interests of the target market of women ages 35-50 in middle to upper-middle income brackets. Three main competitors are identified: Dillard's, Target, and a local boutique. Dillard's and Target have a larger customer base due to their national presence but carry a broader range of products. The local boutique has a loyal following but relies more on word-of-mouth. Marketing strategies analyzed include promotions, social media, and branding. A SWOT analysis compares the strengths, weaknesses, opportunities and threats faced by each competitor.
- Dillard's is a high-end department store founded in 1938 with over 300 stores in 29 states. It focuses on luxury brands and customer service.
- The document outlines Dillard's lingerie department, including target markets, competitors, price points, sales goals, and merchandising plans for spring/summer 2017. It provides financial goals, budgets, and assortment plans to guide lingerie sales.
- Key details include a 36.2% gross margin goal and plans to increase panty price points while decreasing shapewear points to boost certain category sales. The 6-month budget forecasts monthly sales distributions and purchasing needs.
Other departments Dillard’s also offers includes:
Men’s clothing
Women’s clothing
Children’s clothing
Accessories
Home goods
Shoes
The lingerie department offers a range of classifications
including pajamas,shape wear, lingerie, bras, and panties. The main price points are $48, $58 and $88, depending on the brand and product.
ECRU Provate Label and Product DevelopmentPicha Choo
ECRU is a luxury women's clothing company based in New York City that aims to provide high quality American sportswear with a minimal, natural aesthetic. The company's target customers are women ages 25-40 living in Manhattan and Brooklyn. ECRU plans to open its first store in SoHo and offer 4 seasonal collections each year across various categories like tops, dresses, and outerwear. Research shows the target demographic has high incomes and appreciates fashion, art, and design. ECRU aims to meet customer expectations for luxury products through high quality materials, exclusivity, and pricing that balances margins with competitive rates.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
Matthew is proposing a campaign for St. Rocco's hospice to raise awareness of their affordable, good quality clothing. He will create 3 posters - one landscape and two portrait - featuring spring clothing. The target audience is 16-23 year olds who have limited incomes. The campaign will launch on June 6th and run through September 11th, placing ads in public places to maximize visibility. The goal is to promote St. Rocco's as a fashionable option that won't break the bank.
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Uncle Dan's Media Plan
1. Karli Allen
Introduction to Advertising
Introduction to the Advertising Process
Uncle Dan’s Outdoor Store
Target’s Psychographic Summary
Camping sites in Chicago
Hiking near Chicago
Camping during the Spring and Summer
Camping during the weekends
Buying the best camping gear
Target’s Demographic Summary
Gender: 55% Male and 45% Female
Marital/Family Status: 67% Married or living with a domestic partner and 25% Single
Age Range: 34% 25-44
HH Income: 29% greater than $100,000
Target’s Geographic Location: Chicago, IL
Target Audience; Campers in Chicago
Pyschographic Elements of Campers- Campers camp so that they can get away from
their normal everyday lives and enjoy the wilderness. They enjoy things like campfires,
hiking, fishing, grilling, photography and stargazing. In order for campers to be able to do
2. these things they need to find the right supplies. Some of the most sought after supplies
needed for camping are things like flashlights, coolers, backpacks, airbed’s, tents,
propane or liquid fuel lighting, etc. (Outdoor Foundation). Uncle Dan’s can provide
campers with all of these things and help their campers enjoy their trips.
Demographic Elements of Campers- Campers come in all age groups and backgrounds.
But there are four key demographics that Uncle Dan’s needs to focus on. When it comes
to age people that are 25 to 45 take up 65% of the camping market. This age group will
be the target audience that Uncle Dan’s is trying to market. 55% of males camp compared
to 45% of females. This means that most camping gear would be targeting males, but
females are still a large part of the camping community. Martial/Family Status for most
campers is that they are married or living with a domestic partner. Once again, this means
that the main target audience would be males, but their data shows that most people bring
their partners with them, not leaving women out. Finally, the average household income
is greater than $100,000, this means that most campers would be able to afford high end
equipment. Which is what Uncle Dan’s focus is on, and sells to their target market.
(Outdoor Participation Report, 2018).
Geographic Target: Chicago, IL- Uncle Dan’s geographic target is in between
Milwaukee and Chicago, but focusing more in Chicago. There is only one store near
3. Milwaukee as shown in the map. There are eight retail locations in Chicago and three
rental outposts on Lake Michigan. All of the stores are fairly close to each other and the
city of Chicago, so it seems that most campers are not willing to drive very far in order to
get the camping equipment that they would need.
Uncle Dan’s Outdoor Store Company Profile
Purpose, Missionand History- Uncle Dan’s is a family owned business. Brent Weiss
was 13 when he first started working for his Uncle, Dan Weiss. After his uncle passed
away in 1972 Brent and his brother decided to open up their own stores. The first Uncle
Dan’s was opened in 1972 along with a sister store named Erehwon. The two stores grew
together to become very popular and became more high-end outdoor stores as time grew
on. (Local Stories, 2017). The Erehwon store adopted the Uncle Dan’s name in order to
unify them. The main focuse that these stores have is to make sure that people have the
right gear for their adventures. What makes them different is that they care about their
customers, and will do anything to make sure that their customers are fully prepared for
their outdoor adventures. (Uncle Dan’s).
Products- Uncle Dan’s carries high end outdoor equipment. Some brands that they carry
are Patagonia, North Face, Canada-Goose, Hydro Flask, Icebreaker Merino, Fjallraven,
Marmot, and Merrell. These are all well-known high-end outdoor brand names. Some
specific things that they carry that campers would need is tents. In order to camp, in most
cases you need somewhere safe to sleep with some type of roof over your head. Uncle
Dan’s carries 76 different types of tents ranging in price from $79.95 to $499.95. Uncle
Dan’s also carries sleeping bags, if campers want to experience all of the effects of the
outdoors. They have 259 different types of sleeping bags that range in price from $39.95
4. to $479.00. Uncle Dan’s has better deals than their competitors, for example a sleeping
bag called the Nemo Astro Insulated Long Wide sleeping bag is $119.95 at competing
stores, whereas at Uncle Dan’s it is priced at $99.95. (Uncle Dan’s). They also carry back
packs, which is shown in the psychographic section that one of the most sought after
camping products is a backpack. Uncle Dan’s carries 99 different types of backpacks that
range in price from $20.95 to $299.95. Just by looking at these two products this research
shows that Uncle Dan’s not only caters to more high-end shoppers, they also sell to
campers who are camping on a budget. Throughout the research it was found that, Uncle
Dan’s has better deals than most of the other outdoor stores found online. Also,
comparing tents at competing outdoor stores the Marmo Mantis 3P Plus Tent is $219.00
whereas at Uncle Dan’s it is $143.95. (Uncle Dan’s). This all goes to show that even
though Uncle Dan’s is a more high-end outdoor store it still can cater to middle class
citizens looking to camp on a budget. According to the psychographic section, campers in
Chicago are looking for camping near them, and the best products that they can find
around the Chicago area.
Locations- In total, Uncle Dan’s has eight retail locations and three rental outposts. The
retail stores are close in proximity to Chicago, so campers are able to find a store near
them. The rental locations are on the coast of Lake Michigan, so they would be accessed
while already on a trip if campers needed kayaks or canoes. The picture shown below is
just of the retail locations. However, as shown, they are all fairly close to one another,
5. and the city of Chicago so campers can easily access them. There are many camping
parks near these locations. So, campers can easily access Uncle Dan’s on their way.
Why campers are the Perfect Target for Uncle Dan’s
Uncle Dan’s is the perfect place for campers so go for their camping equipment because
they cater to campers in Chicago. They have top of the line products, but they also have
affordable products for campers that are on a budget. Uncle Dan’s is just right outside of the city,
so campers can head their on their way to the great outdoors. Uncle Dan’s is the perfect place for
campers in Chicago to find all of their camping needs. Our target wants flashlights, coolers,
tents, sleeping bags, etc. This store also caters to any gender and any age. They know that
families and partners love to camp together so they are not just focused on the typical male
outdoor store. They carry multiple types of brands that go along with the outdoors style. The
target audience wants the best of the best, and Uncle Dan’s has it!
6. Media Plan Recommendations
Magazine Recommendations
Magazine Name: Chicago Magazine
Rationale: This magazine makes sense because it directly targets the people of
Chicago. The advertising months that I recommend for this campaign is May,
June and July. Chicago Magazine’s editions these months align well with what we
want to advertise, camping gear. The benefits of advertising with Chicago
magazine is that people get their hands on it and see it everywhere.
Ad Size and Position: For this magazine I have recommended 4-color 2/3 page
ad inside of the magazine. I decided to make this the largest size magazine ad
because it was one of the cheaper magazines so we could afford the larger ad. In
addition, it is a magazine that runs primarily in Chicago.
Ad Cost: The cost per ad for this particular magazine is $13,800. The total
campaign cost for running an ad during the months of May, June and July is
$41,400.
CPM: The CPM for this magazine is $17.39, which is lower than the other
magazines. Outside Magazine, which is $43.33, and Outdoor Life Magazine,
which is $31.60. The difference that sets Chicago Magazine apart is that its direct
target audience is Chicago Residents. It is reaching more people locally than
either of the other magazines. Comparing all of these to the radio CPM’s, which
are for a country station called WUSN-FM, $7.40, and a News/Talk show called
WBEZ-FM, $7.48.
7. Magazine Name: Outside Magazine
Rationale: This magazine makes sense because its target audience is
outdoorspeople. It is trying to reach people that have an interest in being outside.
Which aligns to Uncle Dan’s target audience, of wanting to sell camping gear. It
is a larger audience, unlike Chicago Magazine; it is not based strictly in Chicago.
However, this could be a good thing by helping to reach online shoppers outside
of the Chicago area.
Ad Size and Position: For this magazine, I chose a smaller, but still reasonable
ad size. It was a more expensive outlet, and I wanted to make sure that we would
have enough in our budget to reach all of the other outlets. I chose a ¼-page ad
inside the magazine. Like I said, this magazine is the most costly, but it still will
reach Chicago campers and online campers.
Ad Cost: This ad costs $31,155, making the total campaign cost for this magazine
over the course of three months, $93,465. It is the most expensive magazine ad
that we are purchasing, but it also reaches the largest audience of all of the three.
CPM: The CPM for Outside Magazine is $43.33, it is the largest CPM of all of
the magazines, but it reaches the most people. This compared to Chicago
Magazines $17.39 and Outdoor Life Magazines $31.60 it will reach the most
people. Also, if we compare all of these to the radio CPM’s which are for a
country station called WUSN-FM, $7.40, and a News/Talk show called WBEZ-
FM, $7.48. Outside Magazine is reaching the most amount of people, but for
more money.
8. Magazine Name: Outdoor Life Magazine
Rationale: This is a national magazine, not directed solely in Chicago, but similar
to Outside magazine it will reach more people. This will help bring in online
shoppers, and out of towners. It aligns with the target audience, campers, because
it’s mission is the help outdoorspeople learn new things, and find the best outdoor
gear.
Ad Size: To run an ad in this particular magazine was very expensive, seeing that
it is a national magazine. It will reach a lot of people, and could benefit us in the
long run with avid campers across the country. I chose a 1/3 page ad, just to run
one time total, inside the magazine. I did this because we had to run an ad in a
third magazine, and this one was expensive but seemed legit and could help bring
in online campers.
Ad Cost: The cost per ad for this magazine is $31,600, which makes the total
campaign cost $31,600.
CPM: The CPM for this magazine is $31.60, which is expensive seeing as though
we are only running the ad one time. However, like I said before we had to have a
third ad, and this one seems like a good source. Comparing this to Chicago
Magazines $17.39 and Outside Magazines $43.33 it is not the most expensive ad
CPM, but if we were to buy more than 1 insertion, it would have easily had the
largest CPM. Also, comparing all of these to the radio CPM’s which are for a
country station called WUSN-FM, $7.40, and a News/Talk show called WBEZ-
FM, $7.48. As you can see, magazines reach more people than radio, which is
why I spent the most amount of budget money on these ads.
9. Magazine Excel
Radio Recommendations
Radio Choices
Format: For my formatting, I chose to use Country and News/Talk. According to
Nielson’s Top PPM Radio, News/Talk is number one in the amount of listeners and
Country is number three in the amount of listeners.
Days and Daypart: I chose the am slots of the radio stations because these days, most
people don’t listen to the radio for music. They are listening to radio on their way to work
to see what happened the night before, and what the weather is going to be like. Most
likely, while they are doing something else and listening half way. They could also be
thinking about their next camping trip and all of the things they still needed to get for it.
That’s when Uncle Dan’s ad comes over the radio, and they head there after work.
Insertions: I chose to have 1 ad run an hour, 1 day a week, every other week of the three
month span, making the total amount of insertions 8, which for radio is not a lot.
However, as I said, people do not really listen to the radio anymore. If they are, it’s
because it’s an afterthought while they are doing something else. It will not reach that
large of an audience. So, I did the least amount of insertions as I could, so I could save
more money for other outlets.
Station No. 1:
US 99 Chicago’s Hottest Country WUSN-FM
Reason: I chose this station because it had one of the highest rating points for Chicago
radio, and as shown in demographic research, outdoorspeople love country music.
10. Cost Per Ad: The cost per ad for this radio station is $1,791. I figured this up by
multiplying the rating to the cost per point.
CPM: The CPM for this radio station is $7.40, which is the cheapest CPM of all of the
media vehicles. It can reach our audience for cheap. Compared to my other radio station
with is similar in CPM at $7.48. However, compared to the magazines these are a small
fraction of the people that they would reach. Outside Magazine’s CPM is $43.33,
Chicago Magazine’s CPM is $17.39 and Outdoor Life Magazine’s CPM is $31.60. All
more expensive than radio, but they also reach a lot more people and have a pass-along
rate.
Station No. 2
WBEZ 91.5 CHICAGO
Reason: I chose this radio station because it is a News/Talk radio station, which most
people listen to on their drive to work. In addition, it is an NPR radio station, so it has the
chance to reach people nationally.
Cost Per Ad: The cost per ad for this radio station is $1,970. I calculated it by
multiplying the rating to the cost per point.
CPM: The CPM for this radio station is $7.48, which is similar in price to other radio
station that I chose. But, still a fraction of Outside Magazine’s CPM of $43.33, Chicago
Magazine’s CPM of $17.39 and Outdoor Life Magazine’s CPM of $31.60.
Radio Stations Excel
11. Google Keyword Recommendations
Keywords/Key phrases
Cost Per Click
(CPC)
Total
Clicks per
Month
Number
of
Months Total Clicks Total Cost
CPM
(CPC)
FamilyTent
$
2.28 1,500 3 4500
$
10,260
$
2,280
CampingTents
$
1.02 1,500 3 4500
$
4,590
$
1,020
Flashlight
$
0.67 1,500 3 4500
$
3,015
$
670
Tent
$
1.13 1,500 3 4500
$
5,085
$
1,130
SleepingBag
$
1.03 1,500 3 4500
$
4,635
$
1,030
Tentsfor Sale
$
1.13 1,000 3 3000
$
3,390
$
1,130
CampingGear
$
1.62 1,000 3 3000
$
4,860
$
1,620
Cooler
$
2.28 1,500 3 4500
$
10,260
$
2,280
Backpack
$
1.14 1,000 3 3000
$
3,420
$
1,140
HikingNearMe
$
2.00 500 3 1500
$
3,000
$
2,000
Dog Gear
$
0.92 500 3 1500
$
1,380
$
920
Camp Kitchen
$
2.13 1,000 3 3000
$
6,390
$
2,130
CampingLights
$
0.88 500 3 1500
$
1,320
$
880
Google Total/Avg
$
1.40 10,800 3 32,400
$
61,605
$
17,418
Rationale: I think that google is one of the best advertising outlets that advertisers can
use. People google everything, especially when they need to find a good deal when they
are shopping. In addition, the great thing about google is that you don’t have one set price
on your advertisement, you pay as much as your ad is clicked on. I chose these words
because they all relate to camping. Hiking, outdoors, etc. Most of the words on here
12. correlate to the products that Uncle Dan’s sells. With the one exception of, hiking near
me, when people go camping they are most likely going to go somewhere with hiking
trails. Thus, they are going to need hiking gear, and if they find a good deal on hiking
gear at Uncle Dan’s, they will most likely buy the rest of their camping gear there as
well.
Most Expensive Word: There are two words that are the most expensive “family tent”
and “cooler”. These words are great words to correlate with advertising camping because
many families love to camp. In addition, it is shown in the demographics section that
most people camp with a partner or multiple people. Therefore, they will need a larger
tent for their camping needs. Coolers are dire when it comes to camping. There is
normally no electricity in the wilderness, so people need reliable coolers to keep their
beverages, lunchmeat, and other cold foods cold. That is where Uncle Dan’s comes in
having 26 high quality coolers. (Uncle Dan’s). I believe that these words are so expensive
because they are normally the number one things that people look at when they are
planning a camping trip, and I bought the same amount of clicks for both words. The
least expensive word that I purchased was flashlight, which surprises me, because
according to the research flashlights are one of the top things that people purchase before
going on a camping trip. I bought more of the most expensive words because they are
shown that they are what people are searching for the most. The point of the ad is to get
people to see it, so if that is what they are looking at the most, I want Uncle Dan’s to be
included.
Google Key Words Excel
13. Strategy Thoughts
Budget and CPM: With a budget of $250,00- $275,00 there wasn’t a lot of room to buy
a lot of ads for each media source, so I had to make the decision of which media sources
I thought would reach the most people. I chose magazines to spend most of the budget
money seeing as though they can be passed along and will be in the market for longer
than the 3 months when people buy them. I chose google ads to spend the second most
amount of the budget money because it is a great source for advertising, and people use
google almost every day. I spent the least amount of the budget money because in my
opinion radio is a dying source as people use outlets like Apple Music, Spotify and
Pandora for most of the music listening. The CPM’s for the magazines I chose were
Outside Magazine’s CPM of $43.33, Chicago Magazine’s CPM of $17.39 and Outdoor
Life Magazine’s CPM of $31.60. I believe that these outlets reach the most amount of
people so you will get the most bank for your buck with these. Google’s total CPM was
$17,418, which is pretty expensive, but Google is the most successful search engine in
the market. It is a great way to show shoppers your advertisement’s and would reach a
lot of online shoppers. Radio CPM’s were the least expensive seeing WUSN’s CPM is
$7.40 and WBEZ’s CPM is $7.48. I think that this media outlets will reach Chicago
drivers on their commute to work, but is not as efficient as the other two media outlets.
Media Benefits: From this paper I have learned that the benefits of magazines is that
they are hard copy, so people will own them and see them long term. They also target a
specific audience. For Uncle Dan’s, it is camping, so the magazines that I chose were all
outdoors magazines or based out of Chicago. The benefits of radio advertisements, is
14. that people can hear them on their way to work or if they are getting ready in the
morning listening to their morning news. It is not as efficient as magazines and google
ads but it can still reach a portion of the audience within Chicago. Finally, google ads are
a great way to advertise for a company or brand. As I’ve said before, people are googling
things every day, and the fact that you get to choose which words you want to have an ad
in for pretty cheap is great. It’s one of the most efficient media outlets, and is a great way
to advertise for Uncle Dan’s.
15. Bibliography
Outdoor Foundation. (2018). 2018 Outdoor Participation Report. Retrieved March 16, 2019, from
file:///C:/Users/S526840/Downloads/2018_Outdoor_Recreation_Participation_Report_FINAL2.p
df
Outdoor Foundation. (2017). 2017 American Camping Report. Retrieved March 15, 2019, from
file:///C:/Users/S526840/Downloads/2017-Camping-Report__highlighted.pdf
Local Stories. (2017, May 31). Meet Brent Weiss of Uncle Dan's The Great Outdoor Store in
Lincoln Square and Lakeview. Retrieved March 15, 2019, from
http://voyagechicago.com/interview/meet-brent-weiss-uncle-dans-great-outddor-store-
lincoln-square-lakeview/
Sleep Systems. (n.d.) Retrieved March 15, 2019, from https://www.udans.com/activity/camp-
hike/sleep
Tents & Shelters. (n.d.). Retrieved March 16, 2019, from https://www.udans.com/activity/camp-
hike/tents
Who We Are. (n.d.) Retrieved March 16, 2019, from https://www.udans.com/Who-we-are