Welcome to the Media Buying and Strategy Proposal for the Pontiac G5 2007

Marketing Analysis

• Niche Market – low price/ high value

• Gain & Retain Younger Customer Base

• Key States to Success

Demographics

• Age

– 16-30 yrs old

• Gender

– Focal Point Male

• Income

– Entry Level Car buyers $14,000-$19,000

Media Strategy

• Television, Magazines, Internet, Outdoor– Choosing Frequency while maintaining Reach

• Utility low in Radio & Newspaper– High Frequency still Low Reach

Television

• Massive approach

• Great scope of creativity

• Variety of channels

Why Television?

Television Strategy

Frequency over Reach

Broadcast TV

• Late Night with Conan O’Brian

• What I Like About You

Broadcast TV

• America’s Next Top Model

• WWE Smackdown

Cable TV

• The Real World

• Adult Swim

Cable TV

• Pimp My Ride

• Mind of Mencia

Cable TV

• Dirt– Courtney Cox– January 2, 2007

• Achieve more Frequency then Reach• Six top magazines

– ESPN– Rolling Stone– Sports Illustrated– Maxim– People– Elle

• Total of 34 issues

Magazines

Magazines

• ESPN– Audience: 12,717,000

• Rolling Stone– Number one pop culture reference point for 12

million young adults– Advertise once a month for 5 months– Total circulation: 1,432,816

Magazines

• Sports Illustrated– Advertising in varies of special edition issues due

to budget constraint– Total of 9 issues

• 2007 Preview Issues– Circulation: 3,250,000

• Swimsuit Issue (Feb. 16, 2007)– Circulation: 4,500,000

• Sports Illustrated Latino

Magazines

• Maxim– Biggest men’s magazine – Reaches about 13 million men in the U.S.– Advertise in 4 issues & 1 cover edition– Audience: 11,250,000

Magazines

• People– Known for its yearly special issues– Advertising in 4 issues

1. Year End Edition• Audience: 50.5 millions

2. Special Issues I• Audience: 43.3 millions

3. Special Issues II• Audience: 44.5 millions

4. Regular National Edition• Audience: 40 millions

• Elle

– World largest fashion magazine for women

– Advertising in 5 issues & One 2nd to cover page

– Audience: 11,250,000

Magazines

Internet

• Viral Advertising– Awareness of Epidemic Proportions– Spreading the Word

• YouTube– Commercial Placement– Various Text Messages

• Low Cost Per Exposure

• Heavy traffic means more in-car time

• Produces more frequency

Outdoor Advertising

• Population Projection Charts for 2007– Florida– California– Texas– Illinois – New Jersey

• Major events and attractions• 30-Sheet Poster Billboards

– New Jersey – Rotary Bulletins

Outdoor Advertising

Outdoor Advertising – Florida

• Miami/Fort Lauderdale– 139 billboards for 8 weeks

• January and February – 2007 Super Bowl

• February 4th– $104,250 for 4 weeks– 93.3 / 29.9

Outdoor Advertising – Florida

• Orlando– 56 billboards for 4 weeks

• June– $44,128 for 4 weeks– 93.6 / 31.5

Outdoor Advertising – California

• San Francisco Bay Area– 218 billboards for 8 weeks

• April and June– $160,230 for 4 weeks– GRP = 75– 91.4 / 23.1

Outdoor Advertising – Texas

• Dallas / Forth Worth– 188 billboards for 8 weeks

• October and November– NASCAR at Texas Motor Speedway– $112,800 for 4 weeks– GRP = 75– 91.3 / 23.1

Outdoor Advertising – Texas

• Houston– 288 billboards for 4 weeks

• November – $133,608– GRP = 75– 91.1 / 22.5

Outdoor Advertising – Illinois

• Chicago– 373 billboards for 8 weeks

• September and July– NASCAR at Chicagoland Speedway– $272,290 for 4 weeks– GRP = 100– 93.3 / 30

Outdoor Advertising – New Jersey

• Northern New Jersey– 22 Rotary Bulletins for 4 weeks

• January– Close to New York– $150,700 for 4 weeks– GRP = 50– 72.1 / 14.3

Media Schedule for the Year of 2007

Any Questions?