Lily Gibbens Friday, November 15 Media AdvertisingMedia Plan Assignment Campers as a Target Group for Bass Pro Shops

Target Segment Summary: Targets Psychographic Summary: o o o o o Enjoy camping Mountain Region is the most popular camping destination Enjoy hiking Go with friends and family Public campgrounds are the most popular area o o o o Especially for family and children campers

Summer is the most popular month Plan at least a month in advance Backyard and car camping is more popular than RV camping Tent camping is the most popular between all age groups

Targets Demographic Summary: o o o o o 77% are married or living with a domestic partner 56% of campers are men Fathers are most likely to take someone camping Adults with children are more likely to camp than adults without 40% of campers HHI is $75,000+ (2011)

Targets Geographic Summary: o Metro Priority No. 1: Chicago, Illinois 644,238 camping households

Two stores in Chicago One future store south of Chicago State park close to Chicago with public campgrounds

Metro Priority No. 2: Denver, Colorado 580,392 camping households One store in Denver Two future stores nearby 25% of people living in the Mountain Region are campers Mountain Region Hiking is available Many state parks nearby with public campgrounds

Metro Priority No. 3: Atlanta, Georgia 460,449 camper households Store in Lawrenceville, Georgia (Atlanta) Store directly south of Atlanta Future store directly north of Atlanta

Client Description Company Overview: It is obvious that Bass Pro Shops is a business focused on outdoor recreational activities and creating an interest in the outdoors in individuals, because they are also concerned with conserving the earth and its resources. Bass Pro Shops was created in 1971 and was the first company of its kind; a central location for anglers, hunters and campers to purchase all of their gear. There are four different superstores in the Bass Pro Shops line: Outdoor World, Sportsmans Warehouse, Sportsmans Center and Word Wide Sportsman. According to Bass Pro Shops Retail Store Locations map there are currently 59 open stores and 21 stores that are planned to open in the future. These stores are located all across the United States with a stronger presence from the Midwest to the East Coast. There are a few stores in

Canada and one in Alaska. I think it is weird that there arent more stores on the West Coast since a majority of campers live in Washington, Oregon and California. The stores also rank among the top tourist attractions in the states where they are located. Larry Whiteley, Bass Pro's corporate communications chief, was quoted in the Chicago Tribune in 2011 saying that Bass Pro Shops Outdoor World is the number one tourist attraction in the state of Missouri and has been for several years (Jones, 2011). He stated that they attract over four million people a year while the St. Louis Arch (the second most popular tourist attraction) attracts about two and a half million people a year. Bass Pro Shops is proud of its unique approach to retail: cozy, hunting-lodge themed dcor, large, comprehensive product displays and professional sales help (Company Overview, 2005). The sales help at Bass Pro Shops not only work in the store and sell the gear but they also live the lifestyle of outdoor enthusiasts. I have been to multiple Bass Pro Shop stores, including the superstore in Springfield, and know they house many animals including fish, bears, alligators, coyotes, ect. The stores theme/dcor gives the impression/experience of being outdoors. Bass Pro Shops does philanthropic work to support mainly not-for-profit organizations that work to conserve fish and wildlife, especially those which exhibit a strong emphasis on youth development in these areas (Company Overview, 2005). This statement was on the Company Overview page in the online News Room for Bass Pro Shops. Im not sure what BPS meant by this but I think they really like to support non-profit organizations that work both with conserving wildlife as well as youth development. Maybe the organizations would have youth programs that go out and clean the environment. They did not have specific examples of the organizations they support on the Company Overview website. However, the website said they support many environmental and habitat conservation organizations as well as youth education programs. BPS has a separate webpage that lists the conservation organizations that they support. It is a wide range of organizations including the National Fish and Wildlife Foundation, The Nature Conservancy, National Wild Turkey Federation, Rocky Mountain Elk Foundation, Quality Deer

Management Association, USDA Forest Service, Safari Club International, U.S. Fish and Wildlife Service and many more. There are more than 86 million people that visit their website each year and Bass Pro Shops has more than 350 customer service specialists on staff. Although we are focusing on a media plan for the stores this shows how relevant/popular their online store base is. BPS also has catalogs. They are mainly for different types of fishing and hunting with a few others for clothes, Christmas, archery and marine life. The Outdoor Channel on television airs Bass Pro Shops Outdoor World Television showing exciting scenes of hunting, camping, conservation, and fishing experiences. Bass Pro Shops also offers Outdoor World Radio that aims to not only talk about hunting and fishing, but also entertain and educate the listeners about what the outdoors has to offer. It is heard by more people than any other outdoor radio program in the world. Bass Pro Shops also offers other things such as the Outdoor World Newspaper/Magazine, Bass Pro Shops MBNA 500 (an annual racing event), Big Cedar Lodge (850-acre resort), and Dogwood Canyon Nature Park. Dogwood Canyon Nature Park is 10,000 acres of wildlife. People can participate in many activities at Dogwood Canyon such as: hiking/walking, biking, fishing, tram tours, 3D archery, ride segways and there are also stables with horses. They also provide a two-day Fly Fishing School that is geared towards beginners learning proper casting skills (Two Day Fly Fishing School, 2013). Big Cedar Lodge is an 850-acre remote resort that has views that look down on Table Rock Lake. When staying at Big Cedar Lodge guests have access to Dogwood Canyon Nature Park. It has many different styles of lodging (cabin, premiere, deluxe, value, Governors suite, and Dogwood Canyon Cabins) with a log cabin look and feel to each of them to really give the feeling of a relaxed resort in the wilderness (Lodging, 2013). American Rod and Gun acts as a separate wholesaling entity from Bass Pro Shops and serves more than 7,000 independently owned retail stores worldwide.

BPS has received a wide range of awards from 1995-2012. Some of the awards include Show-Me Chapter of the Soil Conservation Society Conservation Award, National Forest Foundation's "Partner in Conservation" Award, Johnny Morris, Founder of Bass Pro Shops, was inducted into the Professional Bass Fishing Hall of Fame, Outstanding Service Award, presented by the U.S. Fish & Wildlife Service, Conservation Award from International Game Fish Association, Bass Pro Shops was named "Top 10 Brand in the U.S." by Advertising Age Magazine, and Retail Info Systems' Magazine named the "Top 10 Retailers that Shook the World" ranking Bass Pro Shops #3 in the history of the U.S. retailing, placing above IKEA, Sears and Wal-Mart. These were just some of the many awards BPS has received.

Types of Products Offered: Not only does BPS offer these services, but they also offer a wide variety of products that align with the services. They have products for things that include fishing, hunting, shooting, boating, camping, clothing, shoes and boots, home and gifts and other outdoor recreation. As I stated above BPS offers many things such as the Outdoor Channel, Outdoor World Radio, as well as the Outdoor World Newspaper and Magazine. They have an extremely wide variety of products for all outdoor enthusiasts. They also offer services, such as the Outdoorsite Library, to make their customers outdoor experiences the best and most successful they can be. Bass Pro Shops offers the Bass Tracker Boat that is a fish-ready professionally rigged boat package. Tracker Marine Group produces these boat packages and sells more boats than any othe company in the world (Company Overview, 2005). The product line for camping at Bass Pro Shops is extensive. Their product line includes tents, sleeping bags, cots, beds, sleeping pads, camp essentials, first aid and survival, camp stoves and cooking, coolers, outdoor furniture and hammocks, game and food processing, lighting, truck and auto accessories and custom husky liners. The brands listed on their home camping page include Bass Pro Shops, Ascend, RedHead, Coleman, Yeti, Igloo, The North Face, CamelBak, CampChef, Masterbuilt, LEM, Streamlight, Thermacell, and Food Saver.

Tents and sleeping bags were listed first on their product line so I think these might be the most popular categories for their customers. They sell many different types of tents such as: backpacking tents, cabin tents, canopies, dome tents, outfitter tents, truck tents and other tent accessories. Their tents range from under $10 to more than $125. The category types of sleeping bags they sell include: mummy sleeping bags and rectangular sleeping bags that range from $10 to more than $125. BPS lists five products as top sellers; Bass Pro Shops Big Outdoorsman XL Fold-up Chair ($49.97), Bass Pro Shops Electric Meat Grinders by LEM Products ($269.99-$769.99), Yeti Tundra 75 Coolers ($429.99), Bass Pro Shops Zero Degrees Oversized Duckcloth Sleeping Bag ($79.97), and LifeStraw Personal Water Filter ($19.99). Bass Pro Shops also offers an OutdoorSite Library for Camping which is a compilation of articles, tips, and guides for a wide range of camping and related activities that campers would be interested in. The library includes many different categories such as: general camping, camping destinations, RV camping, paddle sports, outdoor cooking, backpacking and hiking, buying guides, howto guides, expert product review, camping tips, and camping terminology. Each category has how-to articles, product reviews, buying guides, tips, and audio. This is important because it serves as a resource for campers on what they should buy, items that would be helpful on their trips as well as tips and how-to guides for beginners. They also have a page for Your Inside Source for Outdoor Information. I clicked the tab for On the Trail to look specifically at their camping information but they had other tabs that included, On the Water, In the Field, Blogs, News and Tips, Videos, and a Braggin Board. The On the Trail section includes expert recommendations and reviews of products, expert blogs, and a braggin board just for campers where people can post photos and stories of their experiences.

Target Audience: Campers Introduction: I chose campers as my target audience because, as I showed in the previous section, Bass Pro Shops has many services and products specifically for campers. Campers enjoy the outdoors which Bass Pro Shops sells to outdoor enthusiasts. Not only would campers like the products and services from Bass Pro Shops but they would enjoy the retail stores atmosphere as well since they decorate to give an outdoor experience. Bass Pro Shops also offers so many different services that I listed above that all campers could use; experienced to novice.

Psychographic Elements of Campers: Most importantly campers like camping. According to the 2012 American Camper Report (2012 American Camper Report, 2012) camping participation is growing. The 2012 American Camper Report goes on to talk about their key findings. In 2011, almost 43 million American went camping and all age brackets added participants except for the adolescent age group. They state that the Mountain Region has the highest camping participation rate which means that many campers must be drawn to this region which is important information for the geographic section of the media plan. The report says that 84% of campers participate in multiple outdoor activities which is another reason they would like Bass Pro Shops since they dont sell only camping gear. They found that the most popular camping area was public campgrounds with 67% of participants going there. Almost half of all American campers plan their trips at least one month in advance and tend to go on these trips with their friends. Average campers went on 5 trips in 2012 and out of all the campers the mean was to travel about 191 miles away from home. This shows that American campers like to camp with other people (family and friends), go on many trips in a year, and like to travel a distance for their trip. They also found that most campers enjoy hiking because it is the most popular activity to do while camping.

It was also stated under the key findings that battery lighting was the most popular purchase of campers and that it was most popular with older campers. This may be because older people (parents) tend to be the planners of trips and, therefore, purchase the supplies. Another key finding that could be helpful for advertising is that most purchasing decisions are made before the trip. Campers that associate camping with family and kids are most likely to stay at a public campground (Special Report on Camping 2011, 2011). In this report the Mountain Region was still the region with the highest number of campers. The Special Report on Camping in 2011 also found that summer was the most popular time for people to go camping which is important for deciding which months to run ads in the media plan. They found that although 70% of trips are taken with friends family members are still the most popular camping companions. This shows, again, how much of a social activity this is. They also found that 92% of campers hiked on their last trip.

Demographic Elements of Campers: The 2012 American Camper Report stated that 77% of campers are married or living with a domestic partner. Of all campers, over half are employed and about 30% are students. This doesnt specify what age of students. They found that Hispanics tend to go on more camping trips than Caucasians and that they tend to go on these trips to connect/spend time with their friends and family. The same report states that fathers are the most likely person to take someone on a camping trip. People are busy because of work family commitments and these time commitments are the number one reason people do not plan camping trips. I think family commitments are a silly excuse to not go on a camping trip since people could plan a camping trip specifically to spend time with their family. I want to target married parents since families with children are most likely to go camping than families without children. The Special Report on Camping also has a section of key findings that are helpful (Special Report on Camping 2011, 2011). Adults with children are more likely to go camping than adults without children. As I noted above, the Mountain Region is the most popular region for campers. It was found in

the 2011 report that 25% of people living in this area participate in camping. It was also stated that 40% of the campers have an annual household income of $75,000 and more. Between 2006 and 2010 backyard and car camping was significantly more popular than RV camping. I think this is because RVs are so expensive. Also, between all age groups camping in a tent is the most popular type of camping. They also found that almost 20% of adults that had children in their house participate in camping which only 10% of adults without kids in their house do. This shows how much of a family activity it is. I want to target married parents with the media plan since they have children and will be more likely than families without children to go camping. Also, I think camping is a cheaper alternative to many vacations these days and when families are planning trips for more people (with kids) they have to be conscious of the price. It is a family/bonding activity regardless. Another report done by the Outdoor Foundation found that almost 20% of campers live in Washington, Oregon and California (A Speical Report on Camping, 2009). They also stated that almost a fourth of campers have a household income between $50,000 and $75,000. This is lower than the report that was done in 2011. This same report from 2009 states that almost 26% of participants are 17 and younger and 15% of those are ages 6-12. They state that about 44% of campers were women and 56% were men in the 2009 report. In this report hiking was still the number one camping activity and public campgrounds were still the most popular place. This shows hiking has been the largest interest of campers for a number of years and that it has been a social trip. It is also very likely for families to go on a camping trip.

How Target Aligns with Bass Pro Shops Offerings: First, Bass Pro Shops offers a wide range of camping gear and different things that could be purchased for a camping trip that would interest campers for the obvious reason. Also, not only would campers be interested in camping gear but they tend to participate in multiple outdoor activities and Bass Pro Shops offers a wide range of products for outdoor enthusiasts. Campers tend to be interested in hiking and they could purchase gear for this activity from Bass Pro Shops as well. It is truly a one-stop-shop for

all of their outdoor needs. BPS products align perfectly with the campers because in my research I found that campers tend to have a household income of about $75,000 per year and when looking at camping products they ranged from $10 to over $125. This would provide affordable camping gear to almost all campers. The website that Bass Pro Shops offers, OutdoorSite Library for Camping, would be very beneficial to campers that are both experienced and inexperienced. The library includes many different categories like general camping, camping destinations, RV camping, paddle sports, outdoor cooking, backpacking and hiking, buying guides, how-to guides, expert product review, camping tips, and camping terminology that would be helpful to any camper. This is a service that Bass Pro Shops offers to campers that they might not be able to find somewhere else. BPS also offers Rod and Reel repair. They perform warranty repairs for free and other repairs start at $18.95 which is very affordable. You simply package your rod or reel and mail it to the address in Springfield and they will fix it and mail it back which seems like a very convenient (and affordable) process.

Geographic Choice Explanation Metro Area Priority No. 1: Chicago, Illinois The Lifestyle Market Analyst 2007 lists Chicago, IL. as 198 Lifestyle Rank with 18.5% of people in this DMA being campers. This is lower than Denver, however there are 644,238 camping households in this DMA which is a very high number which means the message would be reaching more people. Another reason I chose this DMA is because there are currently two stores that are open in the Chicago DMA. There is one in Bolingbrook and another in Gurnee. There is also another store south of these two in East Peoria which may receive some of the same media. There is also a state park less than an hour from Chicago called Starved Rock State Park that also includes hiking opportunities and public campgrounds that are popular for families (Starved Rock State Park, 2013). There are so many camping households in this DMA and since Chicago isnt a city filled with camping options I could be many campers would go to this location. The two main reasons I chose the Chicago DMA as my first area

priority are that there is the most number of camping households in this area and that there are currently two open BPS stores in this area as well.

Metro Area Priority No. 2: Denver, Colorado According to The Lifestyle Market Analyst 2007 there are 580,392 households in Denver, Co. that are campers. This DMA is listed as 26 with 40% of people in the DMA that are campers. I also chose this area as my second priority because it is in the mountain region which, as I showed above, is the most popular region to camp for campers. In addition to the store that is currently open in Denver there are also two stores that are going to open in the future in Colorado Springs, Co. and Loveland, Co. Both of these stores are close to the Denver store so advertising in the Denver market could gain publicity for these two future stores as well. Also, since hiking is the most popular activity while camping this would be a great location in the mountains because there are not only campsites, but places to hike through the mountains as well. There are also many different state parks in or near Denver such as Chatfield State Park, Castlewood Canyon State Park, Cherry Creek State Park, and more (Top Colorado State Parks Near Denver, 2011). In addition to all of these things there are also many public campgrounds which are the most popular sites for families to go camping. This area has many more opportunities for campers, however there is only one store currently open and there are less camping households in this DMA than in Chicago.

Metro Area Priority No. 3: Atlanta, Georgia Atlanta, Georgia is listed as 172 Lifestyle Rank in The Lifestyle Market Analyst 2007 with 21.6% of people in this DMA being campers. There are 460,449 camper households in this DMA. Although this is lower than my first two chosen DMAs there is a lot of opportunity for media movement for BPS in this DMA. There is a store in Lawrenceville, Georgia that is thirty-five minutes from Atlanta, Georgia. There is another store in Macon, Georgia that is south of the store in Lawrenceville. There is another store that is going to open in the future that is north of Atlanta in Emerson, Georgia (Cartersville). The message

would be reaching a high number of camper households in the Atlanta DMA and have the potential to reach people by the other two stores as well. I chose Atlanta as one of my DMA choices because it does have two store locations and a future location as well with the potential for media movement for BPS. However, I placed it as my third choice because Chicago and Denver have higher camping household numbers as well as many more opportunities for families to go camping and hiking.

Bass Pro Shops Media Plan Introduction: Most importantly, you will notice an emphasis on the idea of targeting campers looking for camping gear on sale throughout my media plan. The months chosen for the campaign and the emphasized media types truly highlight the concept of targeting campers looking for camping gear on sale. Also, Chicago and Denver received more emphasis in my media plan than Atlanta did since they were my two top priorities.

Media Type Priorities: My single, top priority media type was internet. I had a few reasons for choosing internet as my top media type priority. First, it is highly targeted and can reach my target at the moment they want to make a purchasing decision. I placed banners on sites that review specific camping gear items because if someone is reading reviews on camping tents, for example, they are part of my target audience and, most likely, are reading reviews to help with their purchasing decisions. Similarly, with Google keyword searches when someone searches the keywords I have purchased I am targeting them at the moment they are interested in making a purchasing decision. I am also able to purchase keywords and place my banners on sites that deal with sale items. My second media priority was newspaper. I did this because out of all of the media types this one most closely relates to my emphasis on the idea of items on sale. For example, magazines have nicer paper and color quality than newspapers. If someone in my target audience was looking for camping gear

on sale they would be more likely to be looking in the newspaper. I chose newspapers as my second priority because of the impression they give of the idea of sale. The second reason I chose newspapers as my second priority is because I can place my advertisement in a targeted section that is most likely to reach my target audience.

Specific Media Choices Magazine Choices 1. KOA Directory: The most important reason I chose to advertise in KOA Directory is that it is geared directly towards my target audience. The first sentence in the SRDS book about this magazine was It is edited for camping families. This is beneficial for me to advertise in this magazine because it targets my target audience perfectly. I placed the most amount of advertisements in this magazine because I believe it targets my audience the best out of all three magazines I chose. I placed two full page advertisements on the fourth cover and four full page ads on the inside of the magazine because of the emphasis I put on two months of my campaign. I chose to run the advertisements as full pages because I think that they will get the most attention from readers versus if they were smaller advertisements. I wanted to place a high emphasis on this magazine during those months as well. This magazine also had the highest total audience which was another reason I put the most emphasis on this magazine. This magazine contains maps of each state in the U.S., Canada, and Mexico. It also lists facilities of KOA Kampgrounds with detailed maps of how to get to each campground. My target audience benefits from this magazine because it shows the facilities for many different public campgrounds and how to get to each one. People that read this magazine would be interested in what BPS has to offer because they are campers. 2. Camping Life Magazine: In the SRDS book Camping Life Magazine says it is Americas Family Camping Magazine which means this magazine aligns with my target as well since I am targeting married parents. Families with children are the most likely to go camping. I chose to run a full page ad four times so that there will be an

advertisement in this magazine for the four consecutive months of the campaign because it is so targeted towards my target audience. I ran the advertisements as full pages for the same reason that I think they will get more attention from readers. I placed each of the four advertisements on the fourth cover to hopefully reach the maximum amount of people in my target audience with just the four advertisements I purchased for this magazine. Not only will the person that purchased the magazine see the advertisement, but also if the magazine is left upside down anyone that passes, or is sitting across from the person reading it, will also see the ad. Magazines tend to have a high pass-along rate and often times can end up in office waiting rooms which would also increase the number of people that see my advertisement. 3. AAA Campbook: I chose to run two full page advertisements in the AAA Campbook magazine because many families/parents have AAA insurance and if they are reading this magazine then they are a part of my target audience because they are interested in camping. This magazine lists their rating as well as information about many different public and private campgrounds in the U.S., Canada, and Mexico. AAA rates these campgrounds based on cleanliness, visual appeal, environment, ect. which would be very important information for a parent that is looking for a camping location for their family. This magazine was significantly the most expensive based on the cost per thousand and magazines were not my first or second top media type priority which is why I only placed two advertisements in this magazine over the four month period. I ran both of the advertisements during the months which I emphasized based on the idea of when people would be looking for sales on camping gear which I will discuss fully in the Media Plan Schedule section.

Newspaper Choices 1. The Sunday Denver Post: I placed twenty-four, twenty column inch advertisements in the Travel section of The Sunday Denver Post. This section runs on Sundays so that is when the advertisements will run. There are only sixteen Sundays over the four consecutive month period. I bought twenty-four advertisements because during the

two months I am putting an emphasis on the campaign I want to run more than one advertisement in the Sunday paper. For newspapers, each of my top priority cities received nearly identical numbers of advertisements placed because newspapers was my second top media type priority. I think newspapers fit the concept of sale items the best out of any of the other media types so I wanted to put an emphasis on it in each of the three cities. 2. Chicago Sun-Times: I placed ten, twenty column inch advertisements in the Chicago Sun-Times in the Outdoor section which runs on Sundays. I chose to run all of my advertisements as twenty column inches in all three cities and in all four newspapers because I think they will be large enough to get the attention of the readers without spending all of my money in newspapers since it was only my second top media type priority. I also did not run the advertisement in ten different weeks Sunday paper. I placed multiple of the advertisement in a few of the weeks during my two month emphasis time period that is explained in the Media Plan Schedule section. I considered running advertisements in the Chicago Sun-Times Travel section that runs on Sunday as well. Instead I ran those advertisements in the Chicago Tribune for reasons which are explained below. 3. Chicago Tribune: I ran eleven, twenty column inch advertisements in the Chicago Tribune Travel section that runs on Sundays. I chose to run these ads in the Chicago Tribune instead of the Chicago Sun-Times Travel section because I felt that I would reach more of my target audience by placing advertisements in two different papers. There may be loyal customers of both the Chicago Tribune and the Chicago Sun-Times and if they read one of the papers they may not read the other. So, if I ran my advertisements in only one of the papers in my top priority city then a lot of my target audience may not see the advertisement. Also, the Chicago Tribune has a significantly higher total audience than Chicago Sun-Times. It made the most sense to run advertisements in both of these newspapers. In Chicago newspapers I placed twenty-two total insertions. Although this is less than both Denver and Atlanta I will be reaching a significantly higher number of my target audience.

4. The Atlanta Journal-Constitution: I ran twenty-three, twenty column inch advertisements in The Atlanta Journal-Constitution in the NorthSide/Gwinette Weekend that runs on Fridays. The assignment required that we purchase newspaper advertisements in each city. Out of all of the newspapers listed in the SRDS book, this was the section that made the most sense for my target audience since it deals with weekend activities and camping can be a weekend activity for families. I placed a high number of advertisements in this paper because, again, newspaper was my second top media type priority. I think newspapers relate to the idea of things being on sale which was the emphasis of my media plan.

Radio Choices 1. DenverKOSI-FM: I placed thirty-five insertions in the AM daypart and twenty-one insertions in the PM daypart for DenverKOSI-FM. The format for KOSI-FM is Adult Contemporary. I felt that out of all of the formats parents that are campers would be most likely to listen to Adult Contemporary stations. I placed advertisements in the AM and PM dayparts. I focused on AM dayparts throughout all three of my cities because camping is an active hobby and people that go camping would tend to lead active lives so I think they would be more likely to listen to radio in the mornings. Not only would they be awake to listen, but I think they would be busy in the afternoons with different activities. However, the reason I did place some advertisements in the PM daypart in Denver is because of the high number of camping destinations. It is common for campers to listen to the radio in the evenings while camping so I think a high number of my target audience would receive my advertisement. Colorado is a popular destination for campers with it being the Mountain Region, its high number of public campgrounds, and the hiking opportunities. This means people that do not live in Colorado may be there camping and I want to be able to reach them as well.

2. ChicagoWILV-FM: I placed seventy-one insertions in the AM daypart for ChicagoWILV-FM which is also an Adult Contemporary format. I put the most insertions on the Chicago station because it is my top priority city. I also chose the AM daypart for the same reason I stated above. I believe that campers are active people and would be more likely to be listening to a radio in the morning on the way to work, driving, or getting ready and more likely to be participating in activities in the evening. 3. AtlantaWSB-FM: I placed fifty insertions in the AM daypart for AtlantaWSB-FM which is an Adult Contemporary format station as well. I put a high number of insertions because I think the stations would be able to be heard at the nearby towns as well that have current and future BPS stores. I used the same format for all three cities because I think that is the most likely format for my target audience to listen to. I placed all fifty insertions in the AM daypart for the same reason as above. I believe this is the most likely time that my target audience will be listening to the radio.

TV Choices 1. Camping Life: The description of Camping Life said it was about camping gear, destinations, and lifestyles. I put twenty insertions in each city for this TV show. I put the least amount of emphasis on TV because I believe it would be the least likely to reach the most people in my target audience. It is hard to directly target campers through television with very popular shows and a larger audience since the audience for popular shows is so broad which results in wasted money by sending the message to people that arent in my target audience. 2. Family Camping: I also placed twenty insertions in each city for Family Camping. The title alone makes it obvious that this show would directly target my target audience. However, I only placed twenty insertions in each city for this show as well because of the same reason as above. The audiences for these extremely targeted

shows are much smaller than that of a popular cable show. By spending money on my first and second top media type priorities or in magazines that have a high pass-along rate I am reaching more of my target audience, closer to the time when they are making purchasing decisions and, thus, making more of an impact on my target market.

Web Site Choices: 1. OutdoorGearLab.com I placed advertisements on the camping and hiking page, tents page, and the backpacks page of OutdoorGearLab.com. I chose this website because it is an outdoor gear review website that people would go to so they could find ratings, pros, cons, best uses, ect. for different items. I bought 4,000,000 impressions that are split between the three pages. I chose the camping and hiking page because it directly targets campers and lists all of the gear they may look at. Also, hiking is the most popular activity for campers when they are camping. I chose the tents page and the backpacks page because I think out of all of the items they list these would be the two most popular items that my target audience would look at. I put a high emphasis on my two main months in my campaign and placed a few more impressions in the first and last month of the campaign. I want to target my target audience when they are going to be looking to purchase items so that is why I put the majority of the impressions in the two middle months of the campaign. 2. GearJunkie.com I placed advertisements on the main page, the hiking page, and the backpacks page. There was no tab that specified camping because the entire website deals with outdoor activities so I thought placing impressions on the main webpage would be important. I chose the hiking page because it is the most popular activity of campers when they are camping. I chose to place impressions on the backpacks page because out of all of the other tabs I think it would be the most popular/important item for my target audience. I placed 4,100,000 impressions on this website divided between these three tabs. The schedule

for this website is the same as above as well as all of my other websites. I put impressions on each week throughout the two month emphasis period and a few in the first and last month as well. 3. Active.com Active.com is exactly what it sounds like. It emphasizes being active. There is an outdoors tab which leads to the option for a camping tab which is where I placed all of my impressions. The page includes various things that include articles about places to camp, tips for camping, advice, ect. which would be very important for parents to look at. I purchased 1,800,000 impressions to be placed on this page. This website had 1,199,000 unique visitors which means I would be reaching a lot of my target audience. I placed the majority of impressions in the two months I emphasized that are discussed in the Media Plan Schedule section. 4. GoCampingAmerica.com GoCampingAmerica.com is a website for people to go to that they can explore their camping options across the states. There is a search tool to help people find campgrounds with specific amenities, services, credit card options, affiliation, ect. that are within a certain amount of miles specified by the person doing the search. There is a tab called essential gear which is where I placed all of my 2,000,000 impressions. This page lists many different items that people need to have before they go camping. If people are looking at this page then they may need to purchase camping gear that is listed and they would be able to buy these items at Bass Pro Shops. If people are searching for places to camp then there is a high chance they are my target audience and also a high chance that they may need to purchase some camping gear items. I ran the majority of the insertions in the two months I emphasized and the rest I ran in the month before and the month after. 5. SheKnows.com SheKnows.com is a website covering many different topics that all seemed to be geared at mothers. I placed my 1,600,000 impressions on the travel page under the living tab. This website has 4,145,000 unique visitors which is one of the highest out of all of my websites I chose. If these women click on the travel tab then they are in my target audience because they are parents that want to travel. There are

articles about road trips and family fun. Placing an advertisement here would be great to target mothers interested in traveling and camping with their families. I placed the highest emphasis on the two months Ive emphasized throughout my entire media plan by placing impressions in each week of these two months. There are also impressions in the month before and after. 6. NationalGeographic.com National Geographic is known by many as an organization that highlights the outdoors. On their website there is an adventure tab with a gear tab under that. I placed 2,400,000 impressions on this page about gear. This page has guides for what gear you need in the different seasons as well as a guide for hiking gear. There is a link to Gear of the Year Awards, Adventurers Favorite Gear, and a Gear Gift Guide. This page focuses on camping gear and having an advertisement for Bass Pro Shops would be great because my target audience can get these items there. There are 4,760,000 unique visitors for this website which is another reason why I placed more impressions here. I scheduled the impressions in the same way as all of the impressions on all of my other websites. 7. Backpacker.com Backpacker.com is another website fully dedicated to the outdoors. You can search for hiking locations, and look up survival and navigation tips, ect. There is a gear tab which is where I placed all of my impressions. There are gear reviews on this page which is why I chose it for my advertisements. I purchased 2,000,000 impressions for this webpage. If people are reading the reviews about the gear they are probably close to making a purchasing decision and I want my message there to influence them to look at Bass Pro Shops. I placed the most impressions throughout the two emphasized months with other impressions in the month before and after. 8. OutsideOnline.com OutsideOnline.com has a tab labeled gear which is the page where I put all of the impressions I bought. I purchased 2,200,000 impressions. There is a search tool on this page that allows people to search items and it pulls up all of their reviews about related items. It lists the price and brand as well. I wanted to put my advertisements on this main page since I dont know what they will search and it will

allow them to click on the banner to go to Bass Pro Shops and look at gear there as well. It will be targeting my target audience when they are interested in buying gear because they are trying to find the best products they can get for their money. I placed the most impressions in the same to months as all of my other website impressions and the rest were placed in the months before and after the two emphasized months. 9. TrailSpace.com TrailSpace.com is another website dedicated to reviewing outdoor gear. I placed all of my impressions on the hike and camp page to further target my target audience that would be looking at reviews for the gear for hiking and camping. There are numerous choices of gear to click and find reviews for so I wanted to place my advertisements here so I could target the most amount of people in my target audience when they are about to make a purchasing decision. I placed 1,800,000 impressions on this website. The schedule for these impressions is the same as the other websites. 10. GearInstitute.com GearInstitute.com is a very in-depth gear review site. I placed all of my 2,240,000 impressions on the hiking and camping page under the gear tests tab. Someone can click on many different types of gear then click specific gear and see what it is, what was good about it, what was bad, what the GI rating is, the price, what happened when they tested it, and much more. This information would be very helpful for someone interested in purchasing outdoor gear. I placed my impressions on the main page with all hiking and camping gear since I dont know what gear they are looking for specifically. Again, the schedule for the impressions for this website is the same as the other website impression schedules. 11. About.com About.com is a very broad website. So I targeted it down. Under the travel tab there is a camping page which is where I placed my impressions. There are camping gear checklists on this page as well as the option to plan a campout, camping tips, and camping recipes. About.com is a popular website and it would be very likely that parents would look here for information about camping. I placed 1,000,000

impressions on this website. The schedule of the impressions is the same as it is for my other website impressions. 12. CampRate.com CampRate.com is another website that people can look up campsites and see ratings and reviews for them. I placed all of my 1,200,000 impressions on the tips and gear page. As with many of the other websites I chose parents will look at this site to find a location to take their family and can look at the tips and gear page to see different things that they will need. With the Bass Pro Shops banner on that page they can see what they need then click the banner to go and shop for those items. I put the most impressions in the two emphasized months with impressions in the month before and after as well.

Google Keywords: I chose many different keywords for my media plan that related to camping and camping gear. I chose large family camping tents and kids sleeping bags camping because I am targeting parents. If parents were searching for tents they would look for large family tents and they would probably be searching for kids sleeping bags as well to purchase these things for a family camping trip. I chose some keywords relating to sale items such as camping equipment sale, discount camping gear, and cheap camping gear. I chose these because of my emphasis on parents looking for camping gear when its on sale. The other keywords I purchased are related to the most popular items that Bass Pro Shops sells such as coolers, lounge chairs, folding chairs, hammocks, water bottles, and stoves. Not only are these most popular for Bass Pro Shops to sell but they are all items that campers would be interested in purchasing.

Media Plan Schedule: For my media plan I chose the months June, July, September and August. As I said earlier in my plan the summer months are the most popular for camping trips. This is why I chose June and July. I chose September and August because of my emphasis on sale items. I focused on July and September

because I think this would be the most likely time that my target audience will be looking for camping gear on sale. July will be the last summer month. Since the camping season will be coming to an end I think it will be a popular month for people to search for camping gear on sale. I also emphasized September because it is the month following the last summer month which may make people think that camping gear will be on sale. I placed the majority of impressions, insertions, and print advertisements in July and September to really hit my target audience hard with the message of Bass Pro Shops and their camping gear that will be going on sale at the end of the season. I still placed advertisements in June and August to keep the message out there for the four consecutive months.

Justification of Money Spent: After completing my media plan I have spent $1,999,442 and suggest that Bass Pro Shops spends this amount. They were willing to spend up to $2,000,000 and by following my media plan they will be right under budget while amplifying their message through all five media types and many different media vehicles. Spending this amount of money is efficient because, quite simply, by spending more money you can put out more advertisements in more places. By strategically placing these advertisements the advertiser (Bass Pro Shops) will reach the target audience through multiple media to send their message. If an advertiser is willing to spend a certain amount they should spend it because it will purchase more advertisements that will benefit their campaign if they are placed strategically.

Works Cited
2012 American Camper Report. (2012). Retrieved September 26, 2013, from The Outdoor Foundation: http://www.outdoorfoundation.org/pdf/research.camping.2012.pdf A Speical Report on Camping. (2009). Retrieved September 26, 2013, from The Outdoor Foundation: http://www.outdoorfoundation.org/pdf/research.camping.pdf Company Overview. (2005). Retrieved September 25, 2013, from Bass Pro Shops Newsroom: http://www.onlinepressroom.net/basspro/ Jones, J. (2011, July 15). The great indoors of Missouri: Bass Pro's HQ store a bull's-eye for outdoorsy tourism. Retrieved October 2, 2013, from The Chicago Tribune News: http://articles.chicagotribune.com/2011-07-15/travel/sc-trav-0712-bass-pro-20110713_1_touristattraction-fishing-gear-bass-pro-shop Lodging. (2013). Retrieved October 2, 2013, from Big Cedar Lodge-America's Premier Wilderness Resort: http://www.big-cedar.com/Page/Lodging.aspx Special Report on Camping 2011. (2011). Retrieved September 26, 2013, from The Outdoor Foundation: http://www.outdoorfoundation.org/pdf/research.camping.2011.pdf Top Colorado State Parks Near Denver. (2011, June 30). Retrieved October 3, 2013, from CBS Denver: http://denver.cbslocal.com/top-lists/best-colorado-state-parks-near-denver/ Two Day Fly Fishing School. (2013). Retrieved October 2, 2013, from Dogwood Canyon Nature Park: http://www.dogwoodcanyon.org/Page/Two-Day-Fly-Fishing-School.aspx