amp media plan book
TRANSCRIPT
AMPEnergyMediaPlanningCaseStudy
PaigePorter,AndrewSiegel
andLauraSilverman
1
TableofContents
ExecutiveSummary.................................................................................................................................................... 2
SituationAnalysis ....................................................................................................................................................... 3CompetitiveConsiderations........................................................................................................................................................... 4CompetitiveAdvertisingExpenditureAnalysis....................................................................................................................... 5ShareofVoice ..................................................................................................................................................................................................................... 5MediaExpenditures.......................................................................................................................................................................................................... 6MediaMixAnalysis ........................................................................................................................................................................................................... 6
SWOTAnalysis .................................................................................................................................................................................... 9
MarketingandCommunicationDirection....................................................................................................... 10
MediaObjectives ...................................................................................................................................................... 12
MediaStrategy:DevelopmentoftheMediaPlanfor20112012............................................................. 14NontraditionalMediaStrategy....................................................................................................................................................18
OverallEvaluationoftheCommunicationPlan............................................................................................. 21
References.................................................................................................................................................................. 22
AppendixA:CreativeBrief.................................................................................................................................... 23
AppendixB:MRIAnalysisforTargetMarket ................................................................................................. 25
AppendixC:SRDSLifestyleAnalystData ......................................................................................................... 28
AppendixD:BudgetSummary............................................................................................................................. 29
AppendixE:SpotMarkets ..................................................................................................................................... 30
AppendixF:Flowchart ........................................................................................................................................... 31
2
ExecutiveSummary
AMPEnergyisownedbyPepsiCoandwasoriginallyintroducedin2001.OriginallyintendedasaproductofMountainDew,
AMPEnergyhasnowbranchedoffandbecomethenumberfourproductinsalesintheenergydrinkcategory(Kenneth).TheAMP
Energylinehasdiversifiedintoawideoptionofdrinksincludingchoicessuchassugarfreeandagreenteaflavor;additionally,
AMPEnergynowoffersjuiceandgumproducts.Asagrowingcompetitorintheenergydrinkmarket,AMPEnergyhasastrong
voicetoincreaseitsshare.
OurmediastrategyforAMPEnergyexplainsandsupportshowweplantomeetourobjectivesofknockingoffthenumber
twobrand,Monster,andincreasingourbrandawarenessinourtargetmarketby10%.ThemediaplanwillnotonlyincreaseAMP
Energy’sshareofvoice,butitwillalsoincreasethebrand’stotalawareness.Ourbudgetof$24milliondollarswillbediffusedinto
anationalandspotcampaignoverthefiscalyearof2012.Mostofthebudgetwillfiltertowardsanationalcampaign,butwewill
additionallyfocusonsevenmainspotmarkets:Chicago,IL,Fresno,CA,NewYork,NY,ElPaso,TX,LasVegas,NV,LosAngeles,CA,
andMiami,FL.Wewillimplementtraditionalmediawithinthesemarkets,butwewillalsosetaside$3,000,000fromtheoriginal
budgettoachievesomenontraditionalmediagoals,suchastheconstructionofAMPEnergysponsoredskateparksandasocial
mediacampaign.
Wehavecarefullythoughtaboutourmediaobjectives.Thetargetmarketforthiscampaignincludesmalesandfemalesages
18‐34withanHHIofabout$10,000andabove.Wewillimplementapulsingmediaschedulethatrunsduringthesummermonths
ofJuneandJulyandduringtheendoftermmonthsofDecemberandMay.Ourcampaignwillswitchmediafocusdependingonthe
month.Duringtheschoolyear,wewillfocusheavilyononlineadvertising,takingadvantageoftheincreaseininternettraffic.
Duringthesummermonths,wewillfocusheavilyonatelevisioncampaign,workingwiththewatchingpatternsofourtarget
audience.Wewillalsospreadourbudgetoverradio,newspaper,andselectednontraditionalmediainspotmarkets.Duringour
summermonths,wehaveasetreachof78andfrequencyof3.3inourspotmarkets,andwehaveasetreachof70andfrequency
of2.7inournationalcampaign.Duringourfinalsmonths,wehaveasetreachof76andfrequencyof3.1inourspotmarkets,and
wehaveasetreachof63andfrequencyof2.5inournationalcampaign.Throughastrongcampaignandprecisemediachoices,
ourobjectiveswillbemet.
3
SituationAnalysis
Price:
AMPEnergycomesinmanydifferentvarietiesandsizes.TheoriginalAMPEnergy8.4ouncecancosts$1.49,whilea16ouncecan
costs$2.29.ConsumerscanbuyAMPinavaluepackof4cans,totaling64fluidouncesat$6.49.Thesepricesvaryfromstoretostore.
Promotion:
AMPEnergyhasamajorpresenceintheworldofNASCAR.TheirmajorformofadvertisingisfocusedonNASCARsponsorships.
AMPEnergyhassponsoredNASCARdriverDaleEarnahrdtJuniorsince2007(Tanner).Inrelationtothissponsorship,AMPcreateda
Dale‐themedenergydrinkwhichincludedacombinationofthreeflavors:orange,limeandberry(Tanner).AMPhasalsosponsoredthe
TalladegaSuperSpeedwayRaceformanyyears.In2008and2009theracewastitletheAMPEnergy500.AMPwasalsoasponsorofthe
27thannualU.S.SnowboardingChampionshipin2009withpartnerBurtonSnowboardsinVermont.AMPcontinuestosponsora
snowboardteamthatincludesathletesMasonAguirre,KeirDillon,KevinPearce,JackMitrani,LukeMitraniandScottyLago.InOctober
2010,AMPEnergyJuiceproducedashortfilmaboutTalladegaSuperspeedwaytitled“TheLegendofHallowdega”whichstarredDavid
ArquetteandincludedappearancesbyDaleEarnhardtJr.andDarrellWaltrip(SnowboardMagazine).In2009AMPEnergysponsoreda
promotionwhichinvolvedgraphicdesigners,musiciansandartistscreatingcustomAMPEnergybrandedrefrigeratorsthatwereplaced
indesigners'homesandretailstores.AMPEnergysponsoredtheWorldExtremeCagefighting(WEC)seriesin2010.Additionally,it
sponsorsUFCathletes’UrijahFaber,ChadMendesandJosephBenavidez.AMPusessportingeventsasanadvertisingoutlettoreachtheir
targetaudience.TheiraffiliationswithsportsaidinaugmentingtheimageofAMPEnergyasahigh‐powereddrinkofchoiceofextreme
athletes.
ProductandPlace:
TheAMPEnergybrandwasfoundin2001asadivisionofPepsiCo.ItwasinitiallydistributedundertheMountainDewsoftdrink
brand.In2009,AMPEnergyestablisheditsowntrademarknameandhassincebeendistributedsolelyunderitsownname.AMPEnergy
issoldintheUnitedStatesandCanada,andin2009,itwasthefourthenergydrinkbrandintheUnitedStatesintermsofoverallretail
sales.
4
Originally,AMPEnergywasdistributedasaflavorextensionofMountainDew.Theoriginalflavorcontainstaurine,B‐vitamins,
guarana,ginsengandmaltodextrin.Theservingof8.4fluidouncesofAMPEnergycontains74milligramsofcaffeine.Asof2010,theAMP
EnergybrandhasvastlyexpandeditsflavorsandvarietiestoincludeAMPEnergy(Original),SugarFree,Overdrive,Relaunch,Elevate,
Traction,GreenTea,Lightning,andSugarFreeLightning.In2010AMPEnergyalsointroducedalineofjuicescalledAMPEnergyJuices.
TheyaremadewithB‐vitamins,taurine,ginsengandguarana.Thesejuicesareproducedintwoflavors:OrangeandMixedBerry,andthey
arepackagedin12‐ouncebottles.AMPEnergygumwasintroducedatthesametime,anditismadefromablendofB‐vitamins,taurine
andcaffeine.
CompetitiveConsiderations
AttitudesTowardsEnergyDrinks
AccordingtoMintel’sJuly2010EnergyDrinksandShotsReport,flavorvarietyisthemostimportantconsiderationamong
energydrinksdrinkersinpurchasingenergybeverages.Youngadults,aged18‐34areput‐offbytheunavailabilityoftheirfavorite
flavors.Becauseofthisconsideration,leadingbrandRedBullhasseenconsumersmovingtootherbrands.AMPEnergy’svarietyof
flavorscanhelpfosterbrandloyalty.
Anotherconsiderationamongenergydrinkusersistheamountofcaffeineinaserving.Consumersofenergydrinksusually
lookforahighamountofcaffeineperounce.Mostconsumersaged18‐34listthattheprimaryreasonforusingenergydrinksisto
getanenergyboost.Thissametargetismorelikelythantheaveragepersontouseenergydrinksto“stayawake”sotheycanstudy
and/orpartylonger.AMPEnergyfallsbehinditscompetitorsinitscaffeineratio.Itonlycontains8.9milligramsofcaffeineper
ounce.5HourEnergycontains69milligramsofcaffeineperounce,andRockstarandMonsterbothcontain10milligramsof
caffeineperounce.
AudienceAwareness
ConsumersawareofAMPEnergysaytheproducttastesgoodandiseffective.But,theseconsumersonlymakeup14%ofAMP
Energy’stargetaudience.Theother86%ofthetargetdoesnothaveAMPEnergybrandawareness.Thisnumberisfarbehindother
5
energydrinkssuchasRedBull,whoseawarenessreachesintothe70thpercentile.Anincreaseinadvertisingexpenditureinthe
appropriatemediawillhelpincreaseAMPEnergy’saudienceawareness.
CompetitiveAdvertisingExpenditureAnalysisEnergyDrinksfor2009
ShareofVoice(seeFigure1andChart1):
Currently,AMPEnergyholdsa10.04%shareofvoicewithinitsproductcategory.Althoughnotnegligible,AMPEnergy’s
advertisingexpendituresbarelystanduptotheexpendituresofotherbrandssuchasRedBulland5HourEnergy.Thesebrandseasily
takeoverthemajorityoftheproductcategory.
Figure1
MediaExpenditures(seeChart2):
EnergyDrink Spending($000)
PercentageShare(%)
FullThrottle 356 0.19
Monster 1407.4 0.77
AMP 18335.8 10.04
Rockstar 580.6 0.32
RedBull 82517.9 45.17
5HourEnergy 56911.2 31.15
Other 22,576.3 12.36
Total 182699.8 100%
PercentageFullThrottle
0.190%
PercentageMonster0.761%
PercentageAMP10.0410%
PercentageRockstar0.320%
PercentageRedBull45.1745%
Percentage5HourEnergy
31.1531%
PercentageOther12.3713%
EnergyDrinkCategorySOV
6
AMPhasboostedadspendingsignificantlyoverthepastfewyears.In2009,thebrandspent$9.9milliononadvertisingandzero
dollarsbeforethat.By2011,thebrandincreaseditsspendingto$18.3milliondollars.Thoughanincreasedbudgetwillnotcomparewith
RedBull’s$82.5million,AMP’sspendingwillfaroutshineMonster’s2010spendingofonly$1.4million.
In2009,themajorityofadvertisingdollarswerespentincableandnetworkTV,totaling$127,246,700.RedBullspentmostinthis
medium,followedby5‐HourEnergyandAMP.
MediaMixAnalysis(seeChart3):
ThemajorityofAMP’sadvertisingbudgetin2009wasspentinNetworkTV(61.2%),followedbyCableTV(33.0%),withspending
inothermediaalmostnegligible.Thecategoryleader,RedBull,spent34.4%inCableTVand32.2%inNetworkTV.
Chart1:ShareofVoice(2009)
Share of Voice “Big Six” (%)
PRODUCT YEAR B-to-B
Cable TV
Hispanic Mags
Hispanic Newsp
Local Mags
Local Radio Magazines
Natl Newsp
Natl Spot Radio
Network Radio
Network TV Newspapers Outdoor
SLN TV
Spot TV Syndication
US Internet Total
AMP 2009 12.3 6.8 0 0 0 0 33.8 0 100 0 28.9 1.6 0.1 0 1.2 0 19.2 11.5
MONSTER 2009 20.5 0.1 0 0 0 0 0 0 0 0 1.2 0 0 0 13.2 0 1.5 0.8
RED BULL 1.8 32.1 100 100 0 92.1 62 0 0 0 68.5 94.6 95.8 100 47.5 100 64.2 51.6
ROCKSTAR 2009 0 0 0 0 0 7.3 4.2 0 0 0 0.9 3.8 0 0 0.1 0 14.9 0.4
FULL THROTTLE 2009 0 0 0 0 0 0.5 0 100 0 0 0 0 4.1 0 0.1 0 0.2 0.2
5-HOUR ENERGY DRINK 2009 65.5 61 0 0 0 0 0 0 0 100 0.5 0 0 0 38 0 0 35.6
TOTALS 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
7
Chart2:CompetitiveSpending(2009)
Competitive Spending ($000s)
PRODUCT
YEAR
B-to-B
Cable TV
Hispanic
Mags
Hispanic
Newsp
Local
Mags
Local
Radio
Magazines
Natl News
p
Natl Spot Radi
o
Network
Radio Networ
k TV Newspape
rs Outdo
or SLN TV
Spot TV
Syndication
US Intern
et Grand Total
AMP 2009 72.7 6055.7 0.0 0.0 0.0 0.0 196.6 0.0 573.
7 0.0 11218.
8 4.4 2.3 0.0 58.0 0.0 153.6 18335.8
MONSTER 2009
121.4 49.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 471.0 0.0 0.0 0.0 661.5 0.0 12.2 1315.7
RED BULL 10.4
28410.6 7.2 5.1 0.0
886.4 360.9 0.0 0.0 0.0
26535.0 258.9 3060.8
6369.4
2384.5 13714.9 513.8 82517.9
ROCKSTAR 2009 0.0 0.0 0.0 0.0 0.0 71.0 24.4 0.0 0.0 0.0 351.0 10.4 0.0 0.0 4.4 0.0 119.4 580.6
FULL THROTTLE 2009 0.0 0.0 0.0 0.0 0.0 4.7 0.0 217.9 0.0 0.0 0.0 0.0 130.9 0.0 1.2 0.0 1.3 356.0
CHASER 5-HOUR ENERGY DRINK 2009
388.8
53972.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 460.0 182.7 0.0 0.0 0.0
1907.4 0.0 0.0 56911.2
TOTALS 593.
3 88488.
2 7.2 5.1 0.0 962.
1 581.9 217.9 573.
7 460.0 38758.
5 273.7 3194.0 6369.
4 5017.
0 13714.9 800.3 160017
.2
8
Chart3:MediaMixAnalysis(2009)
Media Mix “Big Six” (%)
PRODUCT YEAR
B-to-B
Cable TV
Hispanic Mags
Hispanic Newsp
Local Mags
Local
Radio
Magazines
Natl Ne
wsp
Natl
Spot Radio
Network Radi
o
Network TV
Newspapers
Outdoor
SLN TV
Spot TV
Syndication
US Internet
Grand Total
AMP 2009 4.0 33.0 0.0 0.0 0.0 0.0 1.1 0.0 3.1 0.0 61.2 0.1 0.1 0.0 0.3 0.0 0.8 100.0
MONSTER 2009 121.
4 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 35.8 0.0 0.0 0.0 50.3 0.0 0.9 100.0
RED BULL
0.1 34.4 0.1 0.1 0.0 1.1 0.4 0.0 0.0 0.0 32.2 0.3 3.7 7.7 2.9 16.6 0.6 100.0
ROCKSTAR 2009 0.0 0.0 0.0 0.0 0.0 12.2 4.2 0.0 0.0 0.0 60.5 1.8 0.0 0.0 0.8 0.0 20.6 100.0
FULL THROTTLE 2009 0.0 0.0 0.0 0.0 0.0 1.3 0.0 61.2 0.0 0.0 0.0 0.0 36.8
0.0 0.3 0.0 0.4 100.0
CHASER 5-HOUR ENERGY DRINK 2009 0.7 95.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.8 0.3 0.0 0.0
0.0 3.4 0.0 0.0 100.0
9
SWOTAnalysis
Strengths:
• Name“AMPEnergy”clearlyidentifiespurpose/use• Consumersareautomaticallyawarethattheproductisatypeof
energybeverage• Stemsfromawell‐knownbrand(PepsiCo)andproduct
(MountainDew)• Backgroundaddstocredentialsoftheproduct• StrongtiestoNASCAR• NASCAR’saudienceisverysimilartoAMPEnergy’starget
audience• Diversityofproducts:energyjuice,energygum• Generalapprovaloftasteofthedrink
Weaknesses:
• Potentialpsychologicaladdictiono Mayleadtonegativeresponsefromtargetaudience
• Causesheadachesandwithdrawalsymptoms• Potentialtosimulateintoxication
o Mayleadtonegativeresponsefromtargetaudience
Opportunities:
• Someotherbrandspromotethemixtureofalcoholwiththeirenergydrinks
o AMPEnergy,notasupporterofthisidea,attractsalargeaudienceofpeopleagainstalcoholabuse
• Monster(amaincompetitor)advertisersthroughsponsorshipo Opensopportunityformainstreammediao PepsiCo’sincreasetoa$24millionbudgetallowsroom
forimplementationofmultiplemedia• Mostbrandsdonotofferjuiceandgum:
AMPEnergyhasanadvantageasoneoftheonlycompetitorsinthiscategory
Threats:
• Manysimilarproductsinenergydrinkmarketo AMPEnergyisalatecomertothemarketo Otherbrandsarealreadymoreestablishedandhave
strongerbrandawareness• Establishedbrandalreadyhavestrongadvertising
campaignsrunningandapouringalotofmoneyintothemo RedBullcurrentlyrunsa$51.3millioncampaigno AMPEnergyisworkingwithhalfofRedBull’s
budget
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MarketingandCommunicationDirection
MarketingObjective:
AMPEnergywantstodistinguishitselffromtheever‐increasingfieldofenergydrinks,stealsharefromitscompetitors,and
knockoffthenumbertwobrand,Monster.
AdvertisingObjective:
AMPEnergy’smarketingobjectiveistoincreasebrandawarenessamong18‐34year‐oldsby10percentagepoints(from14%
to24%)inthefiscalyearof2012.
BudgetRecommendation:
Initially,weweregiven$24millionwithwhichtoruna12‐monthcampaign,beginninginJuly2011.Ofthis$24million,weset
aside$1.5milliondollarsforourspotcontingency,and$1.5millionforournationalcontingency.Wealsosetaside$3millionfor
nontraditionalmedia.Thisleftus$18millionfortraditionalmedia,anaverageof$4.5millionforeachmonthinourpulsingschedule.
CreativeBrief:
SeeAppendixA.
TargetMarket:
Demographics
Consumersofenergydrinksareaged18‐34.TheyhaveanaverageHHIof$25,000andabove(eitherastheirownincomeorasa
dependentoftheirparents).Thetargetisprimarilywhite.TheyaremostlyspreadoutovertheUnitedStates,butthereisaslightly
strongermarketintheMidwest.Mostofthetargethaseitherneverbeenmarriedoriscurrentlyengagedandwithoutchildren.
Psychographics
Ourtargetmarketiscomprisedofcollegestudentsandyoungprofessionals.Theseconsumersoftenattendorwatchextreme
sportsevents,suchasskateboardingandBMX.Thetargetconsumeslargequantitiesofmedia;theyspendalotoftimewatching
television,usingtheinternet,andplayingofteninteractivevideogames.Theyuseenergydrinksinplaceofadditionalsleeptoreinvigorate
themselves,relievethemid‐daydrowsiness,andboostlevelsofconcentrationlateintothenight.
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EducationandProfession
Thetargetisinavarietyoflevelsintheirlives.Somedrinkersarefull‐timecollegestudents.Othersareyoungprofessionals,
workingthingssuchasconstructionormid‐leveldeskjobs.Manymembersofthetargetaudienceserveinthemilitary.
**SeeAppendixBformoreinformation
12
MediaObjectivesGeography:
WewillreachAMPEnergy’sprioritymarketsthroughanationalandspotcampaign.Inadditiontoournationalmediapurchases,
wewillfocusonsevenspotmarketswithhighproductcategoryperformance.Basedondatareports,wehavefoundthatAMPEnergyhas
amostlynationalcapability,butsomeareashaveaslightlyhigherpotentialforgrowthinthetargetmarket.
**SeeAppendixCforSRDSLifestyleAnalystData
Continuity(scheduling):
ThegoalistoincreaseAMPEnergy’sbrandawarenessby10percentagepointsinthefiscalyearof2012.Toachievethisgoal
throughscheduling,wewillfocusonapulsingcampaign.Ourcampaignwillbesplitintotwosegments:summermonths(June,July,
August)andendoftermmonths(DecemberandMay).Ournontraditionalmediawillmostlyrunthroughouttheentireyear.Wewillstart
stronginthesummermonthstogrowawarenessofAMPEnergy’sname,andthenwewillcontinuetoremindourtargetofAMPEnergy
throughouttherestofthefiscalyear.
TargetMarket:
Toconcentratemessagedeliverytowardsunmarriedmenandwomenfromages18‐34withmidtohighHHI,above$25,000.The
targetisinterestedinsports(mostlyextremeonessuchasdirtbiking)andvideogames.TheywatchalargeamountofTVwithavariety
oftastesinprogramming,fromrealityTVtogamingnetworks.Theyarefrequentinternetusers,especiallysportssitesandsocial
networking.Theyhaveawiderangeofoccupations,fromsalesandofficetoconstructionandmaintenancetofulltimestudents.The
targetmarketisprimarilyCaucasian,butthereisalsoanoticeableHispanicandAfrican‐Americansegment.
Budget:
Toeffectivelyreachourtargetmarket,increasebrandawarenessby10percent,andpotentiallysurpassMonsterasthenumber
twobrandbystealingsharesfromthecompetitors,whileefficientlyusingthe$24millionprovidedinourbudgetduringthemonthsof
July‐Juneinthefiscalyearof2012.
13
**SeeAppendixDformoreinformation
ReachandFrequencyTradeoff:
Tohaveanaveragereachof77.1andfrequencyof3.2inourproposedtargetmarket.Wedecidedthisobjectivebasedonthe
Ostrowmodel’sformulaforpredictingeffectivefrequencyandourpotentialbudgetof$24million.ForJune,JulyandAugust,wehavea
setreachof78.3andfrequencyof3.3.ForDecemberandMay,wehaveasetreachof75.8andfrequencyof3.1.
CreativeConstraints:
TorevamptheAMPEnergybrandwithafreshcampaignthatwillattractalotofbuzzfromthetargetaudience.Brand
name.Brandlogo.
SpecialMarketingDifficulties
Createanoverallnationalcampaignwithafewselectedspotmarketswhilestillreachingourtargetmarketwithout
outspendingourbudgetof$24million.
14
MediaStrategy:DevelopmentofMediaPlanfor20112012 TheAMPEnergyMediaPlanfor2011‐2012willbecomposedofanationalandspotcampaign,featuringpulsedmediabuys
throughouttheyear.Themonthsofheavymediaspendingaredividedintotwocycles,basedontheconsumerbehaviorofthetarget
audience.Traditionalmediawillbepulsedthroughoutthemediaschedule,whilenontraditionalmediawillstaycontinuous.Themajority
ofthebudgetwillbeallottedfortraditionalmediabuys,whileasmalleramountwillbereservedfornontraditionalmediastrategies.
Geography:
Asateam,wedecidedthemosteffectivewaytoreachourtargetmarket(menandwomenfromtheagesof18‐34whoaresingleor
engagedwithnochildren,earningahouseholdincomeof$25,000plus/year,)whileusingourallottedbudgetof$24millionefficiently,is
tolaunchanationalandspotmediaplanforAMPEnergy.Wechosetoincludesevenmarketcitieswithhighcategorydevelopment
indicesprovidedbySRDSLifestyleAnalystData,placinganemphasisonapproximately17.37%ofU.S.households:
‐Chicago,IL ‐Fresno,CA ‐NewYork,NY
‐ElPaso,TX ‐LasVegas,NV ‐LosAngeles,CA
‐Miami,FL
Whilelocalizedadscreateamoreresonatereach,nationaladvertisementshaveasimilarlikelihoodtoreachthetargetaudienceata
lowercostperunit.Themixtureofnationalandspotadvertising,placedinavarietyofmediavehicles,workstosuccessfullyreachour
targetaudienceatthelowestcost.
**SeeAppendixEformoreinformation
Scheduling:
Giventwelvemonthstoallocateourbudget,beginninginJuly2011,andtakingintoaccountAMPEnergy’sdesiretoincreasebrand
awareness,wemadeanexecutivedecisiontospendourbudgetonmediabuysforthemonthsofJune,July,December,andMay.During
theendoftermmonths,manyconsumersinourtargetmarketarebusywithexamsandotherstrenuousactivitiesthatrequirelatenights
15
ofhighenergy.Duringoursummermonths,manyconsumersinourtargetmarketwishtotakeadvantageoftheirvacationsandspend
latenightimmersedinmedia.Ourmediaplanisdividedintotwocycles,adjustedaccordingtoourtargetmarket’sactivities:
Cycle1:July,AugustandJune(Reach78.3%,AverageFrequency3.3)
Cycle2:MayandDecember(Reach75.8%,AverageFrequency3.1)
MediaRecommended:
TheAMPEnergytargetmarketconsumesalotofmedia.Theywillbestrespondtobluntandedgymessageswithalarge“cool”
factor,simplemessageswithlargeattractions.Ourconsumersaredrawntogaming,sports,andsocialmedia.Asampleofmediatheyuse
includesESPN.com,ESPNandESPN2TVstations,Facebook.com,SpikeTV,networksstationsduringimportantsportingevents,G4,MTV,
andESPNmagazine.
**SeeAppendixFformoreInformation.
Television(27.2%)
Televisionadvertisementsprovidethetargetmarketwithanengagingaudioandvisualexperience.Mostofourconsumersenjoy
watchingextremelivesports,realityshows,comedy,andprogramsrelatingtovideogames.Fornetworktelevision,wewillplace
commercialsinthelatenightandsportsdayparts.Consumerswilleitherseethecommercialswhilewatchingagameorenjoyinglate
nighttelevision,suchasacomedytalkshoworrealitytelevision.Wewillspreadourcommercialsoverthebigfour:ABC,NBC,Fox,and
CBS.
Forourspotcampaign,AMPEnergycanconveyitsmessageona“neighborhoodlevel”(alocalizedmessage)tothe90%ofUS
householdsthatsubscribetocable.Wewillplacetelevisionspotsoncableandlatefringe/newsdayparts.Membersofourtargetmarket
spendtheirlatenightsafterschoolandworktunedintochannelssuchasG4,AdultSwim,ComedyCentral,ESPN,ESPN2,Spike,UFC,MTV,
MTV2andVH1.
WeconcentratedourpurchaseoftelevisionduringCycle1(June,July,August))withlightplacementsinCycle2(Mayand
December).ManymembersofourtargetmarketarenotgatheredaroundtelevisionsinMayandDecember,asexamsandtravelconsume
themajorityoftheirtime.
16
Cycle1distributed55GRPseachmonthinNetworkTV‐Sports,costing$1,113,100/monthCycle2distributed30GRPsin
DecemberandMay,costing$607,200/month
Cycle1distributed55GRPseachmonthinNetworkCable‐LateFringe,costing$290,600/month.Cycle2distributed35GRPseach
month,costing$184,900/month.
Cycle1distributed35GRPseachmonthinSpotTV‐LateFringe/News,costing$95,200/month.NopurchasesweremadeinSpot
TV‐LateFringe/NewsduringCycle2.
Cycle2distributed35GRPseachmonthinSpotCable,costing$224,700/month.
Magazines(15.7%)
Membersofourtargetaudienceusemagazinestosupplementtheirknowledgeofvideogames,sports,andentertainment.Since
consumersactivelyseekinformationfrommagazines,themediumservesasaneffectiveplatformforAMPEnergyadvertising.Magazines,
suchas4Wheel&OffRoad,Blender,CarandDriver,Details,ESPNtheMagazine,GameInformer,OfficialXboxMagazine,PCGamer,Maxim,
andTruckin’,aregoodoutletstoreachmembersofourtargetmarket.
Cycle1distributed30GRPseachmonthinMens’Magazines,costing$840,900/month.Cycle2distributed22GRPseachmonthin,
costingapproximately$616,700.
Internet(28.6%)
Consumersinourtargetmarketareheavyusersoftheinternet.Theygoonlineforeverythingfromschoolandwork,tosocial
networkingtocheckingsportsstatistics.Havingadvertisementsonspecificallytargetedsiteswillincreasebrandvisibilityandawareness.
ThemonthsofMayandDecemberwillseeahighervolumeofinternetusersinourtargetmarketduetoexams.Inbetweenstudy
sessions,ourtargetmarketwillvisitsitessuchasNASCAR.com,G4.com,UFC.com,XTSports.comandESPN.com.
Cycle1distributed50GRPseachmonthinTargetedInternetSites,costingapproximately$1,182,500.Cycle2distributed70GRPs
inDecemberandMay,costingapproximately$1,655,500.
17
SpotRadio(3.2%)
AMPEnergymakesitsnationalmessageaccessibletotheprimarytargetmarketthroughtheindividualspotmarketsthatproveto
haveahighcategorydevelopmentindex.Asimilarideasupportsourreasoningforpurchasingspotradioforthemorningdriveand
daytimeparts.Thesespotswillallowmembersofourtargetmarkettohearthemessagewhiletheygetreadyanddrivetoworkand
schoolandduringthedaytimewhenthemid‐daydrowsinessbeginstosetin.Thefrequencyatwhichtheyhearthemessageismore
importantinourspotradiobuysthanourspottelevisionpurchases.Radioallowsfornovisual,andthereforemusthaveasubstantial
numberofverbalspotstobrandthemessageintoconsumers’minds.Wewillcreateaspecificspotradiocampaigntitled“AMPUPYour
Day”andfeatureitonalternativerock,classicrock,contemporaryhits,andsportsstations.
Cycle1distributed35GRPsinSpotRadio‐MorningDriveeachmonth,costingapproximately$101,200/month.Nopurchaseswere
madeinSpotRadio‐MorningDriveduringCycle2.
Cycle2distributed45GRPsinSpotRadio‐Daytime,costingapproximately$236,900/month.NopurchasesweremadeinSpot
Radio‐DaytimeduringCycle1.
MediaNotRecommended
• Newspapers:Newspapersarenotaneffectiveoutletforadvertising,asmostconsumersinourtargetmarketfindnewsfrom
othersources,suchastheinternet.Additionally,AMPEnergy’sadvertisementswillfeaturehighcolorimagesthatwillnot
transferwelltoblackandwhite.
• Outdoor:TraditionaloutdoorisanexpensivemediumthatwillnotfitintoAMPEnergy’scurrentbudget.Thelimitedmessage
exposurethatbillboardsandotheroutdoormediaallow,arenotconduciveforbuildingawareness.
18
NontraditionalMediaStrategy
AMPEnergy’sstimulatingandenergeticimagerequiresmediathatengagestheconsumertocommunicatethebenefitsofthe
brand.OurgoalistocreateanemotionalconnectionbetweenthetargetaudienceandtheimagesandmessagesportrayedinAMP
Energy’sadvertisements.Acreativeapproachthatwillresonatewithourtargetmarketincludestheintegrationofguerillaadvertising
andinteractivesocialmedia.
Socialmediaisaverypersonalmethodofconnectingwiththeconsumer.Itturnscommunicationintointeractivedialogue,
creatingatwo‐wayflowofinformation.It’sfairlylowcostandonlyrequirestheskillsofspecializedemployeestomanagethebrand’s
presenceonnetworkingsites.
Guerillaadvertisinginvolvestargetingconsumersinunexpectedplacesusingunconventionalmethods.Guerillaadvertising
reliesontime,energy,andimaginationtofindthebestapproachforengagingandinteractingwithconsumers.Successfulguerilla
marketingeffortsgetmaximumresultsfromminimalresources,andtheycreateamemorablebrandexperiencefortheconsumer.
Wehavesetaside$2,850,000ofourbudgettoimplementournontraditionalmediastrategies.
SocialMedia(0.8%)
Twitter:“AMPUpYourDay”Trend
Foundedin2006,Twitterisnowoneofthefastest‐growingsocialnetworkingsitesontheinternet.Anestimated200million
usersgenerateabout65milliontweetsaday(BBC).Twitteruserscanaddhashtagstotheendoftheirtweetstoindicateatrendtopoic
thattheyarereferringto.
Aspartofitssocialmediaplan,AMPEnergywillholdadailyTwittercontest,anextensionofthe“AMPUpYourDay”Spot
Radiocampaign.Twitteruserscansubmit“energetic”photosorstatusesto@AMPEnergywiththetrend#AMPupyourdayattached.Users
withthebesttwitpicwillreceiveacouponforafreeAMPEnergydrink.
19
Facebook:“AMPUpYourDay”PhotoContest
AsofJanuary2011,Facebookhasmorethan600millionactiveusersworldwide(MSNBC).Facebookisasmoothintegrationof
brandsandconsumers;bothbrandsandconsumerscansetupprofilesandinteractinacasualsetting.Facebookisthemostpopular
socialnetworkingsite.Originallyintendedforonlycollegeanduniversitystudents,Facebookhasnowgrowntoincludeallusersthatcan
provideanemailaddress.MostconsumersinourtargetmarketareonFacebookatleastonceaday.CurrentlyAMPEnergyhasabout
190,000Facebookfans.Fanswho“like”AMPEnergyonFacebookcanviewupdatesfromthebrand.
SimilartotheirTwittercampaign,AMPEnergywilluseFacebooktoconductaphotoandvideocontesttitled“AMPUpYour
Day.”FansofAMPEnergycanpostphotosonthefanpagetoreceiveAMPEnergycouponsandextremesportinggearsuchasbikesand
helmets.
AMPEnergy.com:AnInteractiveExperience
AMPEnergy’scurrentwebsitefeaturesflashimagesofcurrentsportsandmusicpromotions.Thoughthewebsiteisedgyand
filledwithcelebrityendorsements,itisarelativelyimpersonalexperienceandnon‐interactiveexperience.Withtheheavyinfluxof
internettraffic,asitereallyneedstostandouttocatchtheattentionoftheconsumer.
AnupdatedAMPEnergy.comwillfeatureblogsfromAMPEnergy’ssponsoredathletes,whereuserscanpostandinteractwith
theathletestheyadmire.Thewebsitewillalsofeatureaninteractiveflavorcreator.Thiswillbringmorefocustotheactualproductrather
thanthepromotions.UserswillbeabletovirtuallycreatetheirownpersonalizedflavorofAMPEnergy,giveittheirownnameandchoose
abackgroundforadigitalpromotionalposter,puttingtheirfaceonanextremeathlete’sbody.Userscanthensharethepostervia
FacebookandTwitter.PopularflavorsmightlaterbechosenasthenextproductintheAMPEnergyline.
Oursocialmediacampaignwillcostapproximately$200,000.Theactualcostofsocialmediaisalmostnegligible,butwewill
hirefiveyearroundemployeesatasalaryof$40,000eachtosetupandrunthesites.
20
GuerillaAdvertising(5.8%)
AMPEnergyrAMPUP!SkateParks
Toincreasebrandawarenessinourchosenspotmarkets,AMPEnergywillpurchasecommercialspacetobuildpublicskate
parks.TheskateparkswillbenoticeablymarkedwithAMPEnergy’slogoandimagery.Inordertopromotetheopeningoftheskate
parks,AMPEnergywillhireskaterstoflythroughthestreets,handingoutAMPEnergydrinksandmemorabiliatoonlookers.Thisstunt
willattractneighborstousetheskateparkandpromoteAMPEnergyasapersonalbrandthatcontributestothecommunity.Thefirsttwo
skateparkswillbebuiltinFresno,CaliforniaandLasVegas,NevadainthemonthofJuly.Ourtargetmarketisstronglyrepresentedin
bothofthesecities,andbyopeningtheskateparksatthebeginningofthecampaign,AMPEnergywillhaveastrongstartonitsclimbfor
brandawareness.Theseskateparkswillworkasalastingandimpressiveformofguerillaadvertising.
VideoGameAdPlacements
Ourtargetmarketrelaxesandescapesthestressesoftherealworldbyplayingvideogames.Byplacingadvertisementsandbrand
imagesinthegamestheyplay,wecaneffectivelyreachourtargetmarketinaplacetheynormallywouldn’texpecttofindmedia.Wehave
chosentoplaceourbrandingamessuchasNASCARthegame,NeedforSpeed,Uncharted3,andsnowboardinggames.Thesegames
correlatewithAMPEnergy’sextremesportsandhighpowerimage.
Ourguerillaadvertisingcampaignwillcostapproximately$1,400,000.Wewilloriginallyopentwoskateparksattheapproximate
estimatedcostof$500,000eachandtesttheresponseandeffecttheyhaveonthetargetmarketbeforeinvestingmoneyinopeningmore.
Additionally,wewillplaceheavyproductadvertisementinfourappropriatevideogamesattheestimatedcostof$100,000each.
Sponsorship(5.2%)
AMPEnergyisknownforsponsoringmanysportsevents,suchasNASCARracesandsnowboardingchampionships.Althoughour
mediacampaignretractsfromheavysponsorshipinfavorofothertraditionalandnontraditionaloptions,weproposethelight
continuationofsomesponsorshipopportunities.Insteadofpouringconsiderableamountsofourbudgettowardssponsoringlargeevents,
wewillinsteadfocusonatwoselectathletes.WewillbeassociatesponsorsofDaleEarnhardtJr.andDennyHamlin.
21
AssociatesponsorshipofNASCARdrivescostsapproximately$500,000perdriver(Calore).Weproposeabudgetof$1,250,000for
oursponsorshipsbecausehigh‐rankingdrivesoftencostaboveaverage,andthismoneywillleaveroomfornegotiation.
OverallEvaluationoftheCommunicationPlan
Theintentofourcommunicationplanwastoseekoutanopeninginthemarketstructurethroughwhichwecouldbreakaway
fromthecluttercreatedbyothermediamessages,andeffectivelyreachourtargetaudiencethroughanationalandspotcampaign.We
chosespotswithahighcategorydevelopmentindexoragreatpotentialforsales.Ournextstepinexercisingthisplanwastochoosethe
mostappropriatetimeframeinwhichtoexposeourmessage.Indoingso,wechosetorunourplanbeginninginthemonthofJulyandrun
advertisingintermittentlythroughtheendofJune.Ourrationaleforcreatingapulsingmediascheduleresultedfromresearchofthe
targetmarket.Membersofourtargetaudienceareheavyusersofcertainmediaduringparticulartimesoftheyear.Byintegratinga
traditionalandnontraditionalmediastrategy,AMPEnergywillbeabletosurpassMonsterasthenumbertwobrandinthecategory.
BeginninginJuly,AMPEnergywillbeginitscampaign,whichwasdesignedtoincreasebrandawarenessby10%amongourtargetmarket
byJuly2012.Toachievethisgoal,AMPEnergywillusebothvisualandaudiomedia,suchasTV,magazines,internet,andradio.Atthe
sametime,inordertofosternewconsumerrelationshipsaswellasstrengthenexistingones,AMPEnergywillimplementseveral
continuousnontraditionalmedia,awaytomaintaintop‐of‐mindawareness.The“AMPUpYourDay”Campaignsynchronizesthe
traditionalandnontraditionalmediausedinthecampaign.
Asaresultofourcarefullyselectedmediaoutlets,andthemannerinwhichourmessageswereexposedtothetargetaudience,itis
likelythatourproposedplanwillsuccessfullymeetourobjectivesassetforthefiscalyearof2012.Byselectinganaffectiveaperture,in
ourcasetheframeofourtargetaudience’sworkandschoolday,ourmessageswillbeabletoreachthetargetaudienceeffectivelyand
efficiently,whichwillinturnleadtoourobjectivesbeingmet.Asaresultofourvisualelement,intheformoftelevision,magazines,and
internet,incombinationwithradio,ourmessageswillachievetheaffectivereachandfrequencygoals.Likewise,ourcontinuousnontraditionalmediawillensurethatouraudienceiskeptawareofAMPEnergy’sexistenceandthevarietyandbenefitsithastooffer.
22
References
"bbc.co.uk".BBC.Retrieved28March2011.Calore,Paul."NASCARSponsorPrices‐CostToSponsorANASCARRacingTeam|WhatItCosts."SportsandFitness|WhatItCosts.Web.
26Apr.2011.<http://sports.whatitcosts.com/sponsor‐nascar‐team‐pg2.htm>."Goldmantoclients:Facebookhas600millionusers".MSNBC.January5,2011.RetrievedJulyJanuary15,2011.Hein,Kenneth(21January2008)."PepsiCoPositionsAmpasEveryman'sDrink".AdWeek.Retrieved19January2011."AMPEnergySignsKeirDillonandKevinPearce".SnowboardMagazine.8January2009.Retrieved15December2010.
SuburbanRails."SkateparksF.A.Q.‐HowMuchDoISPEND/HowMuchDoesASkateparkCost?""SkateparkDesignBuild:SuburbanRails"Web.26Apr.2011.<http://suburbanrails.com/cgi‐bin/WebObjects/PWDA.woa/wa/page?id=7595>.
Tanner,Steve."AmpEnergyTradin'Paint".BevReview.doi:02November2005.Retrieved18January2011.
23
Appendices
AppendixA:CreativeBrief
Client:AMPEnergy
Media/CommunicationVehicles:
• SpotTV‐EarlyFringe/News&Cable
• SpotRadio‐MorningDrive&EveningDrive
• SocialMedia:Facebook,Twitter,AMP’sOfficialWebsite
KeyFact:AMPEnergy,fromthetrustedbrandofPepsiCo,isanaffordable,healthyenergydrinkthatispervasiveinthecommunity
ofitsaudience.
Problem:AMPEnergyhaslowtop‐of‐mindawarenessamongothermajorenergydrinks.
Objectives:
• ToimproveconsumerpreferenceofAMP
• Tobuildtop‐of‐mindawarenessintargetmarkets
• TopromoteAMPEnergydrinkasahealthyandaffordablechoice
• ToemphasizeAMPEnergy’sawarenessofcustomerpreference
TargetMarket:Unmarriedmenandwomenfromages18‐34;WithmidtohighHHI,above$40,000;interestedinsports(mostlyextreme
onessuchasdirtbiking)andvideogames;watchesalargeamountofTVwithavarietyoftasteinprogramming,fromrealityTVtogaming
networks;extensiveinternetusers,especiallysportssitesandsocialnetworking;latenightradiouse;widerangeofoccupations,from
salesandofficetoconstructionandmaintenance(notCEOs)
24
Insight:“Iworkeighthoursadayatanoffice,andafterwards,Ienjoyspendinghoursplayingvideogamesandwatchingmyfavorite
NASCARdriversontelevision.Ineedadrinkthatwillkeepmeenergizedenoughtoworkmyjobandenjoymyhobbies.”
Promise:AMPEnergysatisfiesitscustomerswithavarietyofaffordabledrinksthatcombinestimulants,goodtaste,andvitamins.
Support:
• AMPEnergycontainsacombinationofB‐vitamins,taurine,ginseng,andguarana
• AMPEnergypromotesalonglineofproductsgearedtowardseveryconsumerpreference:AMPSugarFree,AMPOverdrive,AMP
Focus,AMPTraction,AMPLightning,andnow,AMPgumandjuice
• AMPEnergyencouragescustomercomplaintsandquestionsthroughtheireasilyaccessiblesocialmediasites
Mandatories:
http://www.ampenergy.com
25
AppendixB:MRIAnalysisforTargetMarket
(Amp:Past30Days/Monster:Past30Days)
Demographics
• Age
◦ 1824:Vert=41.5%/31.8%Index=325/249◦ 2534:Vert=26.9%/29.9%Index=149/166
• Race
◦ White:Vert=79.9%/64.5%Index=104/84
• Education
◦ SomeCollege:Vert=36.2%/30.9Index=132/113◦ GraduatedHighSchool:Vert=33%/32.7%Index=104/103◦ TwelfthGradeorLess:Vert=18%/21.5%Index=117/139
• Employment
◦ EmployedFullTime:Vert=60.1%/63.7%Index=112/119◦ EmployedPartTime:Vert=15.5%/13.2%Index=136/116
• Professions
◦ FoodPreparationServingRelatedOccupations:Vert=7%/4.8%Index=237/163◦ PersonalCareandServiceOccupations:Vert=3.3%/2%Index=149/92◦ SalesandRelatedOccupations:Vert=11.6%/10%Index=146/126◦ Farming,FishingandForestryOccupations:Vert=0.5%/0.9%Index=143/272◦ ConstructionandExtractionOccupations:Vert=5.3%/8%Index=143/214◦ ProductionOccupations:Vert=6.1%/6.6%Index=145/157◦ TransportationandMaterialMovingOccupations:Vert=8.5%/7.4%Index=191/166◦ MilitarySpecificOccupations:Vert=1.7%/1.5%Index=441/393
• HHI
◦ <$10,000:Vert=6.2%/5.7%Index=109/101
26
◦ $30,000$39,999:Vert=13.0%/12.4%Index=129/120◦ $50,000$79,999:Vert=24.9%/18.9%Index=126/95
• Status◦ Single:Vertical=52.2%/45.8%Index=208/182
• Region
◦ Pacific:Vertical=19.4%/37.2%Index=99/189◦ WestCentral:Vertical=19.6%/15.6%Index=130/103◦ EastCentral:Vertical=15.2%/11.2%Index=119/88◦ SouthEast:Vertical=21.8%/10.9%Index=108/54
MediaUsage
• Television
◦ G4:Vertical=8.7%/6.4%Index=294/217◦ AdultSwim:Vertical=15.4%/13.4%Index=273/238◦ ComedyCentral:Vertical=38.6%/34.7%Index=173/156◦ ESPN:Vertical=38.7%/34.7%Index=133/120◦ ESPN2:Vertical=26.2%/22.2%Index=146/124◦ Spike:Vertical=31.9%/28.3%Index=186/165◦ Fuse:Vertical=5%/3.9%Index=283/216◦ MTV:Vertical=34.8%/29.1%Index=220/185◦ MTV2:Vertical=17.4%/15.4%Index=271/241
◦ LateNightTalk/Variety:Vertical=4.1%/3.6%Index=163/142
◦ AutoRacing–Specials:Vertical=8.6%/6.2%Index=136/98
◦ GravityGames:Vertical=5.5%/2.9%Index=568/301
◦ Football–CollegeWeekend:Vertical=20.5%/15.2%Index=135/100
◦ Football–ProWeekend:Vertical=32.5%/27.3%Index=139/117• Radio
◦ Alternative:Vertical=17.1%/14.1%Index=233/192
27
◦ Rock:Vertical=22.9%/20.7%Index=214/194◦ ClassicRock:Vertical=19%/11.4%Index=198/119◦ ContemporaryHits:Vertical=35%/30.6%Index=196/171◦ Sports:Vertical=6.9%/4%Index=148/85
• Magazines
◦ 4Wheel&OffRoad:Vertical3.6%/4%Index=234/260◦ Blender:Vertical=3.3%/2.4%Index=374/270◦ Car&Driver:Vertical=11.9%/8.9%Index=252/189◦ Details:Vertical=1.9%/1.3%Index=360/243◦ ESPNTheMagazine:Vertical=14.7%/13%Index=239/211◦ GameInformer:Vertical=11.1%/7.4%Index=418/279◦ OfficialXboxMagazine:Vertical=8.3%/5.2%Index=401/249◦ PCGamer:Vertical=3.1%/3.3%Index=242/258◦ Maxim:Vertical=18.7%/15.2%Index=321/261◦ Truckin':Vertical=5.3%/3.4%Index=344/220
28
AppendixC:SRDSLifestyleAnalystData
Food & Beverages: Drink Energy Drinks
Market Name HHs Est Users
Market Potential
Index (CDI)
Estimated AMP Sales
$(000)
Chicago, IL 3515299 1089782 109 10351.0
El Paso et al, TX-NM 307073 99603 114 612.5
Fresno-Visalia, CA 580872 186108 113 1048.3
Las Vegas, NV 715284 231561 114 2411.9
Los Angeles, CA 5759523 1975624 121 18053.3
Miami-Ft. Lauderdale, FL 1570334 530350 119 4661.2
New York, NY 7554817 2409489 112 17222.5
29
AppendixD:BudgetSummary
SizeofBudget:$24millionCampaignPeriod:July2011‐June2012AmountAllocatedtoMedia:$20,772,100(86.6%) Amount PercentMEDIATYPENetworkTelevision $5,795,300 27.9% Sports $4,553,800 Cable‐LateFringe $1,241,500 SpotTelevision $734,800 3.5% LateFringe/News $285,500 Cable $449,300 SpotRadio $777,300 3.7% MorningDrive $303,500 Daytime $473,800 Magazines $3,756,200 18.1% Men’s $3,756,200 Internet $6,858,500 33.0% TargetedSites $6,858,500 Nontraditional $2,850,000 13.7% SocialMedia $200,000 VideoGamePlacement $400,000 SkateParks $1,000,000 Sponsorships $1,250,000 $20,772,100 100%SEASONALITY1stQuarter(Jul‐Sep) $7,959,500 38.3%2ndQuarter(Oct‐Dec) $4,238,400 20.4%3rdQuarter(Jan‐Mar) $712,500 3.4%4thQuarter(Apr‐Jun) $7,861,900 37.8% $20,772,100 100%CONTINGENCY$3,150,000(13.4%)National $1,500,000 47.6%Spot $1,500,000 47.6%Nontraditional $150,000 4.8% $3,150,000 100%
30
AppendixE:SpotMarkets
Market Name Rank %US
Los Angeles, CA 2 5
New York, NY 1 6.54
Las Vegas, NV 43 0.63
Fresno-Visalia, CA 55 0.5
Miami-Ft. Lauderdale, FL 16 1.36
Chicago, IL 3 3.07
El Paso, TX 98 0.27
7 Markets Chosen, covering 17.37% of US households.
31
AppendixF:Flowchart