Ultimate Media Strategy

Ultimate Media Strategy

Where to put my Advertising Dollars?

Who Your Best Customers Are!

The Most Effective Media!

The Most Effective Stations!

The Most Effective Day Parts!

The Most Effective Programming!

How To Effectively Target Direct Mail!

How To Get The Perfect Plan!

Who Your Best Customers Are!

The Most Effective Media!

The Most Effective Stations!

The Most Effective Day Parts!

The Most Effective Programming!

How To Effectively Target Direct Mail!

How To Get The Perfect Plan!

Advantage Media Has Your Answers!Advantage Media Has Your Answers!

Step 4 – Calculate the Target Persons [clones] Numbers and Index Numbers for all Media Programs

in the Golden Market Universe.

Step 4 – Calculate the Target Persons [clones] Numbers and Index Numbers for all Media Programs

in the Golden Market Universe.

Target Persons – reach number based on the number of cloned households in Golden Market Universe.

Index Numbers

Network Time Target Persons

Target 1

Index

USA Network (USA) 6P-12A 92,470 135

Disney (DIS) 6P-12A 70,887 121

Turner Network Television (TNT) 6P-12A 66,461 121

Fox 24 Hour News Channel (FNC) 6P-12A 62,754 132

Y ankees Station (Y ES) 6P-12A 54,136 122

TBS (TBS) 6P-12A 52,691 90

Cable News Network (CNN) 6P-12A 51,032 132

Arts & Entertainment (A&E) 6P-12A 45,389 122

Bravo (BRV) 6P-12A 45,126 143

F/X (F/X) 6P-12A 43,833 121

Turner Network Television (TNT) 6A-6P 41,425 134

History Channel (HIS) 6P-12A 38,472 129

Home & Garden Television Network (HGT) 6P-12A 38,085 138

TV Food Network (TVF) 6P-12A 36,615 86

SCI-FI (SCI) 6P-12A 34,429 126

Y ankees Station (Y ES) 6A-6P 34,108 107

Cable News Network (CNN) 6A-6P 33,862 109

Fox 24 Hour News Channel (FNC) 6A-6P 33,361 139

USA Network (USA) 6A-6P 31,449 132

History Channel (HIS) 6A-6P 30,495 124

Media: Cable Analysis – Case StudyMedia: Cable Analysis – Case Study

Perfect Media Plan Perfect Media PlanDetermine

The Highest IndexPrograms

DetermineClone Audience

Size

DetermineCost Per Thousand

to Reach ClonesIn Various Media

Match TopTier Lifestyles

To Media Habitsof Show Visitors and Clones

DetermineTop Lifestyles

Based On Conquest Householdsand Your Customer Households

Match CloneHouseholds

In Golden MarketArea

Map Golden UniversePlace Each Customer

Into One of SixtyLifestyles

Data BaseLast Years

Show Visitors

• All dealerships have their own unique finger print.

• Dealerships do a majority of their business with consumers that have similar lifestyles and behaviors.

• Those lifestyles and behaviors all have unique media preferences.

• All dealerships have their own unique finger print.

• Dealerships do a majority of their business with consumers that have similar lifestyles and behaviors.

• Those lifestyles and behaviors all have unique media preferences.

Using the 80/20 Rule

Traditional Media Targets the MassesTraditional Media Targets the Masses

Traditional Media Targets the MassesTraditional Media Targets the Masses

Advantage Media Targets the Lifestyles and Behaviors of Your Best Customers.

Advantage Media Targets the Lifestyles and Behaviors of Your Best Customers.

What is Advantage Media

------

It makes media recommendations based on clones of your best buying customers.

What is Advantage Media

------

It makes media recommendations based on clones of your best buying customers.

• TV and Cable Networks

• Radio Stations by Day-parts

• Newspapers

• Magazines

• Direct Mail House-holds

• TV and Cable Networks

• Radio Stations by Day-parts

• Newspapers

• Magazines

• Direct Mail House-holds

Linking your Best Buying Customers and their Clones to the Media.

Linking your Best Buying Customers and their Clones to the Media.

How many of your customers and their

clones are watching a TV Program?

---

Advantage Media Knows

Advantage Media

Targeting house-holds that share the same lifestyles and behaviors as your best buying

customers!

Advantage Media

Targeting house-holds that share the same lifestyles and behaviors as your best buying

customers!

Case Study---------

How Advantage Media Works

Case Study---------

How Advantage Media Works

Step 1 – Start with the Dealership’s data base.Step 1 – Start with the Dealership’s data base.

• Dealership provided 5,872 customer records for

Chevrolet sales.

• 54 had non correctable addresses.

• 1,305 were sales to companies or dealer trades or fleet

sales.

• 3,548 were sales prior to January 2006.

Therefore, this analysis is based on 965 Chevrolet sales between January 2006 and January 2008.

• Dealership provided 5,872 customer records for

Chevrolet sales.

• 54 had non correctable addresses.

• 1,305 were sales to companies or dealer trades or fleet

sales.

• 3,548 were sales prior to January 2006.

Therefore, this analysis is based on 965 Chevrolet sales between January 2006 and January 2008.

Your top selling zip codes responsible for the majority of your business.

Your top selling zip codes responsible for the majority of your business.

Step 2 – Identify Your Golden Market UniverseStep 2 – Identify Your Golden Market Universe

Step 3 – Determine the lifestyles of the Dealership’s best buying customers.

Step 3 – Determine the lifestyles of the Dealership’s best buying customers.

High % In Golden Market % of the Dealer’s Customers

84% of the Dealer’s Customers are contained in 16 lifestyles.

CLUSTER LIFESTY LE HOUSEHOLDS % OF HOUSEHOLDS % OF CHEVROLET CHEVROLET INDEX

D01 Nuevo Hispanic Families 676 0.37% 1.91% 5.12

B06 Successful Urban Sprawl 47 0.03% 0.11% 4.34

J 02 Latino Nuevo 101 0.06% 0.23% 4.04

J 04 College Town Communities 63 0.03% 0.11% 3.23

A07 New Suburbia Families 271 0.15% 0.45% 3.01

B04 Solid Suburban Life 26,240 14.50% 40.88% 2.82

C05 Mid-market Enterprise 1,089 0.60% 1.24% 2.06

B01 Status-conscious Consumers 5,434 3.00% 5.97% 1.99

C01 Second City Homebodies 3,386 1.87% 3.04% 1.62

B05 Second-generation Success 4,165 2.30% 3.60% 1.57

F01 Steadfast Conservative 264 0.15% 0.23% 1.54

F02 Moderate Conventionalists 6,763 3.74% 5.18% 1.39

E03 Professional Urbanites 4,577 2.53% 3.49% 1.38

A03 White-collar Suburbia 1,976 1.09% 1.35% 1.24

A05 Enterprising Couples 7,807 4.31% 5.07% 1.17

C03 Urban Optimists 13,562 7.50% 8.78% 1.17

K 02 Academic Necessities 3,312 1.83% 2.03% 1.11

F03 Southern Blues 566 0.31% 0.34% 1.08

44.38% 84.01%

The 16 lifestyles make up 44% of the households in the Golden Market Universe.

84% of the customers are contained in 16 lifestyles and they make up 46.38% of the

households in the golden universe.

16% of the customers are contained in 44 lifestyles and they make up 55.62% of the households in the golden universe.

WHICH GROUP DO YOU WANT TO TARGET!

Media: Radio Analysis – Case StudyMedia: Radio Analysis – Case Study

Target Persons – reach number based on the number of cloned households in Golden Market Universe.

Index Numbers

STATION DAY PART Format

TARGET 1

PERSONS

TARGET 1

INDEX

WAXQ-FM 10A-3P Classic Rock 72,735 157

WABC-AM 3P-7P Talk 45,411 153

WLTW-FM 3P-7P Soft Adult 92,874 138

WAXQ-FM 6A-10A Classic Rock 57,736 171

WAXQ-FM 7P-12A Classic Rock 32,753 170

WABC-AM 10A-3P Talk 41,893 147

WLTW-FM 6A-10A Soft Adult 72,624 136

WK XW-FM 6A-10A Talk 43,329 135

WLTW-FM 10A-3P Soft Adult 85,922 134

WABC-AM 6A-10A Talk 35,780 149

WPLJ -FM 10A-3P Hot AC 43,903 142

WAXQ-FM 3P-7P Classic Rock 57,119 131

WLTW-FM 7P-12A Soft Adult 42,760 104

WCBS-AM 10A-3P News 34,474 131

WINS-AM 6A-10A News 56,523 128

WK XW-FM 10A-3P Talk 39,253 114

WK XW-FM 3P-7P Talk 37,616 102

WHTZ-FM 10A-3P CHP 53,264 98

WINS-AM 10A-3P News 33,782 118

WINS-AM 3P-7P News 34,437 116

WPLJ -FM 3P-7P Hot AC 43,456 110

WHTZ-FM 6A-10A CHP 46,486 85

WWFS-FM 6A-10A Adult Cont 30,152 127

WWFS-FM 3P-7P Adult Cont 34,692 109

WPLJ -FM 6A-10A Hot AC 40,865 109

WCBS-AM 6A-10A News 37,536 112

WRK S-FM 3P-7P Urban AC 29,984 91

WK TU-FM 3P-7P Dance CHR 33,389 79

WHTZ-FM 3P-7P CHP 38,454 78

Step 5 – Calculate the CPM Number for all cloned lifestyles within the Golden Market Universe

Gross Rate

Gross CPM -

Based on the cost of reaching the targeted

[cloned] persons in the Golden Market Universe

STATION DAY PART Format

TARGET 1

PERSONS

TARGET 1

INDEX GROSS RATE GROSS CPM

WAXQ-FM 10A-3P Classic Rock 72,735 157 $700 $9.62

WABC-AM 3P-7P Talk 45,411 153 $393 $8.65

WLTW-FM 3P-7P Soft Adult 92,874 138 $1,000 $10.77

WAXQ-FM 6A-10A Classic Rock 57,736 171 $700 $12.12

WAXQ-FM 7P-12A Classic Rock 32,753 170 $75 $2.29

WABC-AM 10A-3P Talk 41,893 147 $393 $9.38

WLTW-FM 6A-10A Soft Adult 72,624 136 $900 $12.39

WK XW-FM 6A-10A Talk 43,329 135 $390 $9.00

WLTW-FM 10A-3P Soft Adult 85,922 134 $1,200 $13.97

WABC-AM 6A-10A Talk 35,780 149 $347 $9.70

WPLJ -FM 10A-3P Hot AC 43,903 142 $575 $13.10

WAXQ-FM 3P-7P Classic Rock 57,119 131 $750 $13.13

WLTW-FM 7P-12A Soft Adult 42,760 104 $250 $5.85

WCBS-AM 10A-3P News 34,474 131 $305 $8.85

WINS-AM 6A-10A News 56,523 128 $1,195 $21.14

WK XW-FM 10A-3P Talk 39,253 114 $245 $6.24

WK XW-FM 3P-7P Talk 37,616 102 $320 $8.51

WHTZ-FM 10A-3P CHP 53,264 98 $675 $12.67

WINS-AM 10A-3P News 33,782 118 $375 $11.10

WINS-AM 3P-7P News 34,437 116 $380 $11.03

STATION DAY PART Format

TARGET 1

PERSONS

TARGET

1 INDEX

GROSS

RATE

GROSS

CPM

Persons

Rank

Index

Rank

CPM

Rank

Total

Rank

Value

WAXQ-FM 10A-3P Classic Rock 72,735 157 $700 $9.62 1 1 3 5

WABC-AM 3P-7P Talk 45,411 153 $393 $8.65 3 1 2 6

WLTW-FM 3P-7P Soft Adult 92,874 138 $1,000 $10.77 1 2 3 6

WAXQ-FM 6A-10A Classic Rock 57,736 171 $700 $12.12 2 1 4 7

WAXQ-FM 7P-12A Classic Rock 32,753 170 $75 $2.29 5 1 1 7

WABC-AM 10A-3P Talk 41,893 147 $393 $9.38 4 2 2 8

WLTW-FM 6A-10A Soft Adult 72,624 136 $900 $12.39 1 3 4 8

WK XW-FM 6A-10A Talk 43,329 135 $390 $9.00 4 3 2 9

WLTW-FM 10A-3P Soft Adult 85,922 134 $1,200 $13.97 1 3 5 9

WABC-AM 6A-10A Talk 35,780 149 $347 $9.70 5 2 3 10

WPLJ -FM 10A-3P Hot AC 43,903 142 $575 $13.10 3 2 5 10

WAXQ-FM 3P-7P Classic Rock 57,119 131 $750 $13.13 2 3 5 10

WLTW-FM 7P-12A Soft Adult 42,760 104 $250 $5.85 4 5 1 10

WCBS-AM 10A-3P News 34,474 131 $305 $8.85 5 4 2 11

WINS-AM 6A-10A News 56,523 128 $1,195 $21.14 2 4 5 11

WK XW-FM 10A-3P Talk 39,253 114 $245 $6.24 5 5 1 11

WK XW-FM 3P-7P Talk 37,616 102 $320 $8.51 5 5 1 11

WHTZ-FM 10A-3P CHP 53,264 98 $675 $12.67 2 5 5 12

WINS-AM 10A-3P News 33,782 118 $375 $11.10 5 4 4 13

WINS-AM 3P-7P News 34,437 116 $380 $11.03 5 5 3 13

WPLJ -FM 3P-7P Hot AC 43,456 110 $770 $17.72 3 5 5 13

WHTZ-FM 6A-10A CHP 46,486 85 $925 $19.90 3 5 5 13

WWFS-FM 6A-10A Adult Cont 30,152 127 $410 $13.60 5 4 5 14

WWFS-FM 3P-7P Adult Cont 34,692 109 $410 $11.82 5 5 4 14

WPLJ -FM 6A-10A Hot AC 40,865 109 $915 $22.39 4 5 5 14

Step 6 – Rank the media programs based on 1) Targeted Persons, 2) Index Numbers and 3) CPM Costs.

Step 6 – Rank the media programs based on 1) Targeted Persons, 2) Index Numbers and 3) CPM Costs.

Rankings – Ranking for each Radio program based on 1) Persons, 2) Index and 3) CPM.

Top Ranked Programs

Media: Radio Analysis – Case SturdyMedia: Radio Analysis – Case Sturdy

Step 7 – The Perfect Media CalendarStep 7 – The Perfect Media Calendar

Can You Expect Results the first Month?

Can You Expect Results the first Month?

Yes!

• First Month

• Highest Volume In 24 Months

• Lowest Cost Per Car In 30 Months

Yes!

• First Month

• Highest Volume In 24 Months

• Lowest Cost Per Car In 30 Months

Don’t WaitDon’t Wait

Choose Intelligently

Choose Intelligently

Let Advantage Media work for you.

Let Advantage Media work for you.