Media Plan

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 *

Magazine Placements
Magazine Name
KOA Directory
KOA Directory
KOA Directory--Summary
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

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

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

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

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
$10.19
450
$10.19
$10.19
Backpacker.com/Gear
GearInstitute.com/Gear Tests/Hiking and
Camping
About.com/Travel/Camping/Camping
Gear Checklist
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

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

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
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
Backpacker.com/Gear
GearInstitute.com/Gear Tests/Hiking and Camping
About.com/Travel/Camping/Camping Gear Checklist
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
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Media Plan

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Media Plan for Bass Pro Shops

Prepared by L. Gibbens, Oct. 14, 2013

Media Buy Overview

Media Plan for Bass Pro Shops

Magazines Considered But Not Used

Media Plan for Bass Pro Shops

Ad Size Cost / Col.

The Atlanta JournalConstitution

Newspapers Considered But Not Used

Media Plan for Bass Pro Shops

577,290 $333.75 $1,703.03

All Radio Totals/AVG

Media Plan for Bass Pro Shops

Media Plan for Bass Pro Shops

Banners Considered But Not Used

Media Plan for Bass Pro Shops

Google Keyword-based Search Buys

Google Keyword-based ads

Cost per Click Total Clicks

Media Plan for Bass Pro Shops

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