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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
• 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?
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