Вы находитесь на странице: 1из 9

Media Plan for Bass Pro Shops

Prepared by L. Gibbens, Oct. 14, 2013

Media Buy Overview


Media Vehicle
Television
Camping Life
Family Camping
TOTAL/AVG TV
Radio
Denver -- KOSI-FM
Chicago -- WILV-FM
Atlanta -- WSB-FM
ALL RADIO TOTALS/AVG
Magazines
KOA Directory
Camping Life Magazine
AAA Campbook
TOTAL/AVG MAGAZINES
Newspapers
The Sunday Denver Post
Chicago Sun-Times
Chicago Tribune
The Atlanta Journal-Constitution
TOTAL/AVG NEWSPAPERS
Internet
OutdoorGearLab.com
GearJunkie.com
GoCampingAmerica.com/Essential Gear
SheKnows.com/Travel page
NationalGeographic.com/Adventure/Gear
Backpacker.com/Gear
OutsideOnline.com/Gear
TrailSpace.com/Hike and Camp
GearInstitute.com/Gear Tests/Hiking and Camping
About.com/Travel/Camping/Camping Gear Checklist
CampRate.com/Tips and Gear
Active.com/Outdoors/Camping
BANNERS TOTAL/AVG
Google Search, AdWords

No. of
Insertions

Total Cost

CPM

60
60
120

$75,208
$66,360
$141,568

$10.95
$10.95
$10.95

56
71
50
177

$79,027
$85,115
$139,545
$303,687

$10.42
$5.83
$11.81
$9.62

6
4
2
12

$240,070
$31,920
$173,580
$445,570

$4.28
$18.56
$102.11
$41.65

24
10
12
23
69

$191,846
$86,000
$272,400
$272,706
$822,953

$6.66
$17.41
$12.63
$18.64
$13.83

4000
4100
2000
1600
2,400
2,000
2,200
1,800
2,240
1,000
1,200
1,800
26,340

$40,760
$41,779
$20,380
$16,304
$24,456
$20,380
$22,418
$18,342
$22,826
$10,190
$12,228
$18,342
$268,405

$80.87
$139.26
$181.96
$0.98
$1.28
$37.46
$28.74
$127.38
$285.32
$0.04
$122.28
$3.82
$84.12

24,400

$17,260

$700.00

TOTAL/AVG
*Does not include Internet banners or Google keyword figures.

378 *

$1,999,442

$19.01 *

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Magazine Placements

Magazine Name
KOA Directory
KOA Directory
KOA Directory--Summary
Camping Life Magazine

Cost Per Ad
$52,955.00
$33,540.00
$43,247.50
$7,980.00

Number of
Ad Size Ad Position Insertions
1 page 4th cover
2
1 page
Inside
4
1 page 4th/inside
6

Total
Campaign Circulation
Cost
(000)
$105,910
1,442
$134,160
1,442
$240,070
1,442

7
7
7

Total
Audience
(000)
10,094
10,094
10,094

CPM
$5.25
$3.32
$4.28
$18.56

Pass-along
Estimate

1 page

4th cover

$31,920

86

430

850 $102.11

AAA Campbook

$86,790.00

1 page

Inside

$173,580

170

Magazine Totals/Avg

$46,005.83

1 page

4th/inside

12

$445,570

566

Magazines Considered But Not Used

3,791

$41.65

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Newspaper Placements

Publication Name
The Sunday Denver
Post

Day of
Week

Section

Ad Size Cost / Col.


Number of
(col.in.)
Inch
Cost Per Ad Insertions Total Cost

Total
Circulation Pass-along Audience
(000)
estimate
(000)

CPM

Sunday

Travel

20

$399.68

$7,993.60

24

$191,846

600

1,200 $6.66

Chicago Sun-Times

Sunday

Outdoor

20

$430.00

$8,600.00

10

$86,000

247

494 $17.41

Chicago Tribune

Sunday

Travel

20

$1,135.00

$22,700.00

12

$272,400

899

1,798 $12.63

NorthSide/G
winnett
Weekend
Friday

20

$592.84

$11,856.80

23

$272,706

318

636 $18.64

20

$639.38

$12,787.60

69

$822,953

2,064

4,128 $13.83

10

$430.00

$4,300.00

$38,700

247

494 $8.70

The Atlanta JournalConstitution


Newspaper Totals/AVG

Newspapers Considered But Not Used


Chicago Sun-Times
Sunday

Travel

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Radio Placements

Program
Denver -- KOSI-FM
Denver -- KOSI-FM
Denver -- KOSI-FM--Summary

Chicago -- WILV-FM
Atlanta -- WSB-FM

Rating
Daypart Rating (%)

Format
Adult
Contemporary
AM
Adult
Contemporary
PM
Adult
Contemporary AM/PM
Adult
Contemporary
Adult
Contemporary

Cost per
point
(CPP)

Cost per
:60 ad

No. of
CPM
Insertions Total Cost (Listeners)

6.3% 2,150,300

135,469

$200

$1,260

35

$44,100

$9.30

6.3

6.3% 2,150,300

135,469

$248 $1,562.40

21

$32,810

$11.53

6.3

6.3% 2,150,300

135,469

$224 $1,411.20

56

$79,027

$10.42

AM

2.7

2.7% 7,612,100

205,527

$444 $1,198.80

71

$85,115

$5.83

AM

6.3

6.3% 3,750,700

236,294

50

$139,545

577,290 $333.75 $1,703.03

177

$303,687

$9.62

205,527

300

$438,210

$7.11

5.4

Adult

Listeners
of Station

6.3

All Radio Totals/AVG


Radio Considered But Not Used
Chicago -- WILV-FM

Persons
12+ in
Market

PM

2.7

2.7% 7,612,100

$443 $2,790.90

$541 $1,460.70

$11.81

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Television Placements

Program
Camping Life
Denver
Chicago
Atlanta
Camping Life-Summary
Family Camping
Denver
Chicago
Atlanta
Family Camping-Summary

Rating

Rating %

TV HH in
Market

1.7
1.7
1.7

1.7% 1,516,100
1.7% 3,517,400
1.7% 2,347,100

1.7

1.7%

1.5
1.5
1.5

1.5% 1,516,100
1.5% 3,517,400
1.5% 2,347,100

1.5

1.5%

All TV Totals/AVG
TV Considered But Not Used
Camping Out
Carefree Camping
Let's Go Camping TV

HH viewing
program

#/HH

Total
Viewers
(000)

Cost per
point (CPP)

Cost per
:30 ad

No. of
Insertions

Total Cost

CPM
(Viewers)

25,774
59,796
39,901

2.5
2.5
2.5

64
149
100

$388.00 $659.60
$1,493.00 $2,538.10
$331.00 $562.70

20
20
20

$13,192
$50,762
$11,254

$10.24
$16.98
$5.64

125,470

2.5

314

$737.33 $1,253.47

60

$75,208

$10.95

22,742
52,761
35,207

2.5
2.5
2.5

57
132
88

$388.00 $582.00
$1,493.00 $2,239.50
$331.00 $496.50

20
20
20

$11,640
$44,790
$9,930

$10.24
$16.98
$5.64

110,709

2.5

277

$737.33 $1,106.00

60

$66,360

$10.95

590

$737.33 $1,179.73

120

$141,568

$10.95

236,179

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Internet Placements

Web Sites
OutdoorGearLab.com/Camping & Hiking
OutdoorGearLab.com/Tents
OutdoorGearLab.com/Backpacks
OutdoorGearLab.com--Summary

Cost/1,000
impressions
$10.19
$10.19
$10.19
$10.19

Total
Total No. of
Impressions/
Total
No. of Impressions
Total
Month (000) Cost/Month Months
(000)
Cost
400
$4,076.00
4
1,600 $16,304
300
$3,057.00
4
1,200 $12,228
300
$3,057.00
4
1,200 $12,228
1000 $10,190.00
4
4,000 $40,760

GearJunkie.com
GearJunkie.com/Hike
GearJunkie.com/Backpacks
GearJunkie.com--Summary

$10.19
$10.19
$10.19
$10.19

Active.com/Outdoors/Camping

$10.19

450

GoCampingAmerica.com/Essential Gear
SheKnows.com/Travel page

$10.19
$10.19

NationalGeographic.com/Adventure/Gear
Backpacker.com/Gear
OutsideOnline.com/Gear
TrailSpace.com/Hike and Camp
GearInstitute.com/Gear Tests/Hiking and
Camping
About.com/Travel/Camping/Camping
Gear Checklist
CampRate.com/Tips and Gear
BANNERS TOTAL/AVG

$10.19

425
$4,330.75
300
$3,057.00
300
$3,057.00
1025 $10,444.75

No. of
Unique
visitors/m
onth (000)
42
42
42
42

CPM
$97.05
$72.79
$72.79
$80.87

4
4
4
4

1,700
1,200
1,200
4,100

$17,323
$12,228
$12,228
$41,779

25
25
25
25

$4,585.50

1,800 $18,342

1,199

500
400

$5,095.00
$4,076.00

4
4

2,000 $20,380
1,600 $16,304

28 $181.96
4,145
$0.98

$10.19
$10.19
$10.19
$10.19

600
500
550
450

$6,114.00
$5,095.00
$5,604.50
$4,585.50

4
4
4
4

2,400
2,000
2,200
1,800

$24,456
$20,380
$22,418
$18,342

4,760
$1.28
136 $37.46
195 $28.74
36 $127.38

$10.19

560

$5,706.40

2,240 $22,826

20 $285.32

$10.19
$10.19

250
300

$2,547.50
$3,057.00

4
4

1,000 $10,190
1,200 $12,228

61,468
$0.04
25 $122.28

6,585 $67,101.15

26,340 $268,405

6,007

$173.23
$122.28
$122.28
$139.26
$3.82

$84.12

Banners Considered But Not Used


OutdoorGearLab.com/Travel Luggage &
Duffels
OutdoorGearLab.com/Hammocks
OutdoorGearLab.com/Trekking Poles
TrailSpace.com/Tents and Shelters

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Google Keyword-based Search Buys

Google Keyword-based ads


Large Family Camping Tents
Kids Sleeping Bags Camping
Camping Equipment Sale
Coleman Camping Gear
Best Camping Stoves
Discount Camping Gear
Camelbak Water Bottle
Camping Hammock
Folding Camping Chairs
Zero Gravity Lounge Chair
Outdoor Cooler
Cheap Camping Gear
Google Totals/Avg
Google Considered But Not Used

Cost per Click Total Clicks


(CPC)
per Month
$0.29
400
$0.74
650
$0.59
700
$0.42
450
$0.76
600
$0.86
650
$0.77
450
$0.79
300
$0.81
500
$0.62
350
$1.03
450
$0.72
600
$0.70

6,100

Number of
Months
4
4
4
4
4
4
4
4
4
4
4
4

Total Clicks
1,600
2,600
2,800
1,800
2,400
2,600
1,800
1,200
2,000
1,400
1,800
2,400

24,400

Total Cost
CPM (CPC)
$464
$290.00
$1,924
$740.00
$1,652
$590.00
$756
$420.00
$1,824
$760.00
$2,236
$860.00
$1,386
$770.00
$948
$790.00
$1,620
$810.00
$868
$620.00
$1,854
$1,030.00
$1,728
$720.00
$17,260

$700.00

Media Plan for Bass Pro Shops


Prepared by L. Gibbens, Oct. 14, 2013

Campaign Schedule

Televison
Camping Life
Family Camping
Radio
Denver -- KOSI-FM
Chicago -- WILV-FM
Atlanta -- WSB-FM
Magazines
KOA Directory--4th Cover
KOA Directory--Inside
Camping Life Magazine
AAA Campbook
Newspapers
The Sunday Denver Post
Chicago Sun-Times
Chicago Tribune
The Atlanta Journal-Constitution
Internet
OutdoorGearLab.com/Camping & Hiking
OutdoorGearLab.com/Tents
OutdoorGearLab.com/Backpacks
GearJunkie.com
GearJunkie.com/Hike
GearJunkie.com/Backpacks
GoCampingAmerica.com/Essential Gear
SheKnows.com/Travel page
NationalGeographic.com/Adventure/Gear
Active.com/Outdoors/Camping
Backpacker.com/Gear
OutsideOnline.com/Gear
TrailSpace.com/Hike and Camp
GearInstitute.com/Gear Tests/Hiking and Camping
About.com/Travel/Camping/Camping Gear Checklist
CampRate.com/Tips and Gear

June
July
August
September
Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4
x

x
x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x
x

x
x
x

x
x
x
x

x
x

x
x
x
x
x

x
x
x
x

x
x

x
x

x
x

x
x

x
x

x
x

x
x
x

x
x
x

x
x
x

x
x
x

x
x
x

x
x
x

x
x
x

x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x

x
x
x
x

x
x

x
x

x
x
x
x

x
x

x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x

x
x
x

x
x
x
x
x

x
x
x
x
x
x
x
x

x
x
x
x
x

x
x

x
x

x
x
x
x

x
x

x
x
x
x

x
x
x
x
x
x