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Ray-Ban Aviator Plans Book

Free From the Shadows Ad Campaign

Cassidy Davis12/10/13MSCM 349: Advertising

Situation AnalysisThe CompanyIn the mid 1930s, major advances were made in airplane technology. American planes were able to go faster, higher and further than ever before. However, these advancements proved to be physically challenging for Air Force pilots, particularly due to their lack of eye protection. In order to protect servicemen, Ray-Ban developed a special pair of glasses designed to cut the harsh glare of the sun with a unique shape and lens color. With the success amongst servicemen, the sunglasses were then remodeled for the public as the Ray-Ban Aviator. Decades later, the company has produced hundreds of eyewear models, but the Aviator is always remembered as the first.The mission of Ray-Ban is to continue to pioneer innovative eyewear designed with quality materials and techniques that reflect Ray-Bans celebrated history of leading with style and technology. Since the Ray-Ban mission is not very concrete, its parent company, Luxottica Group, offers a more well-rounded company description:We at Luxottica aim at protecting the eyes and enhancing the faces of men and women all over the world, by manufacturing and selling ophthalmic eyewear and sunwear characterized by their high technical and stylistic quality, in order to maximize our customers' wellbeing and satisfaction (Luxottica Group, 2013).In 1999, Luxottica Group acquired Ray-Ban. Luxottica is a global company that employs more than 65,000 people. Luxottica specializes in performance eyewear and owns other companies such as Sunglasses Hut, Oakley and Revo (Gale, 2013). Luxottica Group is completely dedicated to manufacturing products with the highest quality possible and meeting the wishes of all customers. The company has high profitability, a characteristic that goes hand in hand with the favorable reputation that has been built over the course of Ray-Bans existence. The reputation of Ray-Ban is one of class and culture. Through the decades, Ray-Ban eyewear has become a staple in many elements of the fashion, film and music culture. Ray-Ban has a reputation of authenticity, suave and style.The ProductThe Ray-Ban Aviator is characterized by semi-oval shaped lenses, surrounded by a thin metal frame. Sized approximately three times that of the average eye, the lenses are also slightly curved in order to protect the eye from various angles of sunlight. Every pair displays the Ray-Ban logo, clearly printed on the top corner of the right lens.The Aviator is the original model of Ray-Ban eyewear. Because of this it is held to a high standard of quality. In order to achieve this quality, Aviators are put through a durability performance test. Both the lens and the frame have high impact and scratch resistance as well as advanced flexibility and weather durability. The lenses come in many different shades and finishes, but all offer superior features such as eliminating glare, increasing visual clarity, enhancing contrast, and reducing overall eye strain. These many advances to performance insure that the Ray-Ban Aviator is held to its reputation of quality and style. Depending on the color or finish of the Aviator, the price of the model varies. The common price ranges from $145 to about $250 (Ray-Ban, 2013). This is a high price, but Ray-Ban has taken many steps to insure that the Aviator continues to deliver style and satisfaction to its customers. Luxottica Group had $8.315 billion in annual sales in 2012 (Gale, 2013). In 2011, Luxottica held a 77 percent share in retail sales of designer eyeglasses (Gale, 2013). As for the Aviator style specifically, Ray-Ban produces about 40 million units per year (Farioli, 2012). While this number represents international sales, the United States is a top consumer of the product, with 4,800 retail stores in North America alone (Company Profile, 2012).The MarketThe target market is men and women ranging from 18 to 39 years old, who are financially responsible and style conscious. Aviators can be bought online, in Ray-Ban stores and other retail stores, such as Sunglasses Hut and Nordstrom. The market is buying Aviators at times when eye protection is needed, such as the summer months and spring. However, the market also buys the product during typical holiday seasons. The Aviator is a classic model that has delivered quality and performance for decades earning the trust of the market. The market appreciates this reliability, and they buy the product because of what it offers. In addition, the longstanding tradition of the model is a trait that provides comfort to the customer. Product SWOT AnalysisThe Aviator has strengths that allow for success in sales. Maybe the most important is the tradition of excellence that Ray-Ban has built for decades. Through movie appearances and celebrity endorsements, the company has also made a name for itself throughout pop culture. After 76 years, the Aviator style is now seen as an iconic accessory (Ray-Ban, 2013).Another strength is the commitment to improvement. The Aviator is constantly being tested and improved in order to satisfy the needs to the customer. The Aviator style is also one that in gender neutral, allowing for more sales from both sexes. Because of this, the Aviator is a best seller for both sexes (Ray-Ban, 2013). Ray-Ban is a company that originated in the USA and is one thats committed to American tradition. This is also a large strength in terms of American sales. As for the Aviator, strengths are a seen in the product design and reliability. The Aviator comes with a one-year warranty (Ray-Ban, 2013), but is specifically build for durability. Another strength comes with the basic design of the Aviator, which offers the user an optimal amount of sun protection. The Aviator is characterized by dark, oval lenses, about three times the size of the eye. The lenses are curved in order to block light from different angles, making the style a leader in eye protection. All of these strengths must be acknowledged and directly marketed toward in campaign efforts. Major weaknesses for sales have to do with the price of the product. Although Ray-Ban produces a quality product, the price point is higher than that of competitor brands such as Polo and Juicy Couture (Luxottica Group, 2013). While the Aviator is a luxury product, it is priced at $140 to $250 per pair. The target market may be detoured from a luxury purchase when its for an item that is not as frequently used. After all, sunglasses are a seasonal product. In addition, external threats such as trends or cultural shifts can also hurt sales of the Aviator. The product is aimed at style conscious consumers. If the style choices of the general public begin to change and the Aviator is viewed as unfashionable, product sales would be greatly weakened. The recession is a major economic condition that affects Aviator sales. It is hard for potential customers to justify spending money on high-end sunglasses when bills need to be paid. This economic external factor, as well as social and seasonal factors surrounding the necessity of glasses, all hurt sales. Protective eyewear is used more in warmer and favorable weather. While the Aviator can be used for style year-round, the functionality is low in seasons with less sun.

Target Market Analysis

Primary and Selective DemandThe primary demand for sunglasses in the United States is rising each year. This is largely due to the national movement toward leading healthy lifestyles. This is especially true with emphasis on vision health. In 2012, The Vision Council launched a UV protection campaign, in an effort to warn of UV harm and provide the public with stats and information to influence the protection of eyes (Vision Monday, 2012). The campaign was helpful in generating awareness of the need for eye protection because both the national and global demand for sunglasses is growing. In fact, the global eyewear market is expected to reach $113.2 billion by 2018 (Global Industry Analysts, 2012). More specifically, in the United States, this market is also successful. In 2012, sunglasses sales in the United States generated $3.49 billion in retail, selling 95.9 million units of sunglasses (Schulz, 2011). Growing popularity for sport glasses and luxury glasses are a driving force for this number. The selective demand for the Aviator is sizable as well. This is because Ray-Ban is doing better than ever. For five years in a row, the company saw double-digit growth (Farasciano, 2011). In 2011, Ray-Ban saw a 16% increase in sales (Farasciano, 2011). The Aviator is a best selling model of Ray-Ban. As the brand continues to grow, the demand for the model does as well.Target MarketThe target market that presents the most potential for Aviator sales is men and women ranging from 18 to 39 years old, who are financially responsible and style conscious. This age group is appropriate because they have reached a life stage where social influence is a major factor in personal appeal. In other words, this age demographic is still impressionable and is open to new ideas and styles. Since the Aviator is a style of eyewear worn by males and females, both sexes will be equally targeted. In regards to ethnicity, White, African American and Asian demographics will be targeted. However, since Aviators are more expensive than eyewear from competing brands, the product will be aimed at a high income demographic. This high-income group includes those who work full-time or part-time jobs, allowing them to have enough discretionary income to purchase Aviators. The educated demographic is also a worthwhile point of focus for the target market. Those who have earned a high-school degree or higher are more likely to participate in the norms of society, this includes keeping up with style trends. This degree of social awareness goes hand in hand with the behaviors of the target market.The target market cares about socializing, and makes time to do so. They meet with friends and family regularly and keep up with social media outlets. An additional behavior of the target market is the benefit they seek from purchase decisions. The target market buys for convenience and prestige, but knows how to be realistic when making a purchase decision. Since the target market is already familiar with Ray-Ban Aviators, the user status of the target market ranges from potential user to first-time user. The ultimate goal is to make the potential customers regular users of the product.The psychographics of the group have a close correlation with the relevant demographics. Most young adults are driven to succeed. In relation to the target market, they represent their success through decisions and purchases that express this drive. The target market is made up of young, active adults who enjoy leading exciting lifestyles. The target market is independent, living in their own households. With their purchase decisions, they intend to show this individuality and express status. The target market also has an eye for fine items, including luxury sunglasses.When purchasing sunglasses, the main benefit is eye protection. This is a logical benefit that everyone seeks in the purchase of sunglasses. However, while the target market is buying sunglasses for protection from harmful rays, they are also buying for the benefit of status and expression. That is where Ray-Ban is different from other competitors. The long history of style and popularity offers the customer status when they wear the product. Since sunglasses are worn more commonly in seasons and areas where protection from the sun is necessary, the geographic focus of the target market will be on those who live in areas with more sun exposure. This includes the Eastern and Southern points of the United States.Taking into consideration the demographics, psychographics and behavior qualities, I believe that this target market holds the most potential for Ray-Ban Aviator sales. I chose this target market because they will benefit most from the product and will respond best to the product. This market is one that will be open to new ideas and styles, and appreciate the value of the Ray-Ban Aviator.In identifying the target market, I found that psychographic segmentation was the most useful. I was able to take a close look at the needs and attitudes of the group and then compare that with the service of the product. I was able to think critically about whether the product would actually be of value in the eyes of the potential customer based upon analyzing their personal attitudes.

Advertising objectives1. Convince the target market that the Ray-Ban Aviator is an elite eyewear product, worth the price.2. Inform potential customers of the benefits the Ray-Ban Aviator offers.3. Strengthen brand and product loyalty.The overall goal is to get potential customers to believe in and buy the Ray-Ban Aviator. These objectives will help the target market form a connection with the Aviator. By stimulating a sense of superiority, the ad will reinforce the belief that the Aviator is not only a reliable product, but also a luxury product that the target market can obtain. After the target market is exposed to this message, informing them of the benefits that the Aviator offers will be key in solidifying a positive opinion. Lastly, it is vital that the target market continue to support the Aviator. Strengthening the product and brand loyalty is necessary to create sales and continue the success of the Ray-Ban Aviator.

Creative Brief

Problem

The Ray-Ban Aviator is in competition with knock-off sunglasses that resemble the Aviator style. These generic sunglasses are made with less quality and sold at lower prices. But given the current economic period, these low prices greatly appeal to some members of the target market. The ad must address this problem and reassure the consumer that the authentic Ray-Ban Aviator is a style well worth the cost.While keeping the campaigns advertising objectives in mind, the advertisement should reach the audience on a personal level. We want the target market to form a connection with the product so that when faced with a purchase decision (especially one between the Aviator and a generic style), they will choose the authentic Aviator. The ad must communicate a sense of product superiority. It should be reinforced that the Aviator is not only a reliable product, but also a luxury product that the target market can obtain. After the target market is exposed to this message, informing them of the benefits that the Aviator offers will be key in solidifying a positive opinion. Lastly, it is vital that the ad motivates the target market to show support for the Aviator over that of the generic competition.Target Audience

The target market for the Ray-Ban Aviator is men and women ranging from 18 to 39 years old, who are financially responsible and style savvy. The target market is still impressionable and open to new ideas and styles. Social influence is a major factor in what they find appealing. In turn, this means that consumers in the target market value the opinions of their peers, especially with regard to style. Since the Aviator is a style of eyewear worn by males and females, both sexes will be equally targeted. In addition, white, African American and Asian demographics will be targeted. However, since Aviators are more expensive than eyewear from competing brands, the product will be aimed at a high-income demographic. The geographic focus of the target market will be on those who live in areas with more sun exposure. This includes California as well as the Eastern and Southern parts of the United States.The target market is made up of young, energetic adults who enjoy leading active lives. The target market has taste for fine items and is independent. With their purchase decisions they intend to show this individuality and express personal success. Socializing is important to the target market. They meet with friends and family regularly and keep up with social media outlets. An additional behavior of the target market is the benefit they seek with purchase decisions. While the target market is buying Aviators for sun protection, they are also buying for the benefit of status and expression. The target market buys for prestige, and the Aviator can fulfill this desire for social approval.Product personality

The shared need is to make a positive impression on others. The Aviator meets this need because the model itself is one of authenticity. After many years of popularity, the product stands apart from the competition, setting a tradition of originality. The product experience should be defined in unison with this tradition. The product personality is iconic, reliable and authentic. Because the Ray-Ban Aviator is a dependable product that expresses a cool and casual style, the brand personality appeals to the target market with similar personalities. Since the target audience is also looking for self-expression and social approval, the ad should focus on the products reputation of being authentic. The tone of the ad can match the personality of the product by highlighting the Aviators well-established tradition of style.The product has many benefits. However, one that this ad should be focused on is that the Aviator allows the consumer to make a style statement. The Aviator was the first model of Ray-Ban, the pioneer product of the entire company. For 76 years, the Aviator has been a bestsellera classic (Ray-Ban, 2013). Because the product is a classic, the ad should demonstrate innovation, inspiring the consumer to express their originality through the use of the Aviator. This classic aspect also plays largely into the prestigious characteristic of the product. The ad should reinforce the longstanding tradition of the product, demonstrating that the Aviator is a leading style throughout many generations. The ad needs to be cool and timeless, grabbing the attention of consumers from any age. Once this is obtained, the underlying message of authenticity will be delivered to the target audience more effectively. Creative ConceptThe concept of the ad relies on the basic purpose of all sunglasses; protection from the sun. Because of this, the creative concept for the campaign plays heavily on the theme of light and dark. The overall idea is that when one wears Aviators, they dont have to hide in the shade, but instead they are free to go out in the sun and live life without restriction.ExplanationThe full-page magazine ad is set to a black background. Centered in the ad is a close-up image of a man wearing Aviators. With dramatic lighting, only the face of the man is illuminated, while the background remains dark. The mans facial features, expression and sunglasses (including the trademark Ray-Ban logo in the right lens), are all clearly visible. The natural light in the forefront of the shot makes it appear as though the man is walking out of the shadow and into the sun. The copy is placed in the dark area surrounding the mans face. The largest, and most important message appears above the rest of the copy. In all capitals it reads, Free From The Shadows. This line was specifically chosen to play into the light and dark theme but also to help explain that the man is walking out of the shadow. Since shadow is a word that is often associated with hiding, its placement is intended to reinforce the product benefit of self-expression, demonstrating that when wearing Aviators, the user doesnt have to hide in the shadow, but instead they are given the ability of freedom. To appeal to the prestigious benefit of the product, The First. The Original. The Aviator, is also included in smaller print. Keeping in line with the ad theme, almost all copy is colored in grey. However, the Ray-Ban logo, First and The Aviator are highlighted in gold. This color was chosen to give contrast to the ad, but is also used to signify prestige. To make the ad appear timeless, minimal colors are used, giving a classic look and reinforcing the theme of originality.Near the bottom of the ad, copy is included to give the viewer more information on the product. It reads, Ray-Ban Aviators are crafted by the finest, for the finest. Our innovative design techniques insure durability and performance from every pair, giving you the reliability, comfort and style needed to step out of the shadows and take on the day.Ray-Ban.com is included at the bottom of the advertisement as a call to action.Since a large majority of advertising for the campaign will be done through magazine, the advertisement is adapted for print. This specific version of the ad is targeted toward the male audience of the campaign and will be featured in GQ. However, the same creative idea will be applied toward the female version of the ad, appearing in Cosmopolitan. The only difference in the Cosmopolitan ad is that a female model will replace the male.

Media Plan Media ObjectivesAudience Objectives:-To reach American men and women between the ages of 18 and 39.-To target independent men and women who are attentive to style and willing to spend money on accessories such as sunglasses.Message-distribution objectives:-To reach 10 million men and women throughout the length of the campaign, creating interest in the Aviator and demonstrating the functional and expressive benefits of the product.-To deliver advertising messages nationally with emphasis on areas with more sun exposure. This includes California as well as the Eastern and Southern regions of the United States.-To begin the campaign on January 1, 2014 and end on December 31, 2014.The campaign will run throughout the course of 2014, starting in January. Advertising throughout this period will be steady but will increase to high frequency at times when there is a higher probability for sales. Pre-Holiday months (November-December), spring break (February-March), and pre-summer months (May-June), are all periods in which people are more likely to purchase sunglasses and will therefore be target dates of increased advertising efforts.-To reach the audience an average number of two times per week.-To engage the pulsing strategy for advertising in months when potential sales are high. These months include December, March, May and June.Media strategyClasses of media to use in the campaign:For the Ray-Ban Aviator campaign, two classes of media will be utilized: magazine and television. The target audience for this campaign has high participation in both of these classes. Therefore the success of the campaign is contingent on the proper utilization of advertising within the classes. Print advertisements through magazines will be a large focus of the campaign. Magazines act as an optimal advertising class for many reasons. The Ray-Ban Aviator must be portrayed as a high-quality product, so advertising in a high-quality vehicle such as a magazine will help to reflect this impression. Full color, clean graphics and glossy paper are favorable characteristics that speak to the prestige factor of magazines (Arens, 2012). In addition, by intentionally choosing a magazine publication, the campaign will be directed to a selective audience. Television holds great importance to this campaign as well. The media class is widely popular and nearly any demographic can be reached through it. In the case of this campaign, I will use prime time television and a well-known television show to advertise to the target market. Aside from popularity, television is a clear choice in advertising because it offers the viewer the important element of visual appeal. Picture, music and movement are simultaneously used to appeal to the emotions and interests of the target market, offering advertising while entertaining (Arens, 2012). In addition, television allows for product demonstration to take place. Seeing the product in action allows the viewer to get a sense of scale and functionality and form more authentic opinions based on their observations.Media vehicles to use in the campaign:The media vehicles for magazine advertisement will be GQ and Cosmopolitan. Since the Aviator is an eyewear style targeted to male and female audiences alike, magazines that appeal to both sexes will be used equally.Cosmopolitan is a widely popular womens magazine that offers content on relationships, health, celebrities, fashion and style. In the U.S. alone the magazine has over 3 million in circulation and the highest readership in women ages 18-34 (Circulation, 2013). Since the audience is nearly identical to the target market of this campaign, Cosmopolitan is an optimal magazine choice for the campaign. Similar to this publication is the mens magazine, GQ. The magazines audience is comparable to the Ray-Ban Aviators target market, with the median age of readers being 33 (Circulation Demographics, 2013). Though GQ is at a lower circulation than Cosmopolitan (currently the GQ rate stands at 964,264 in circulation), the magazine offers features on fashion, health and style, the same content that appeals to the target market of the Ray-Ban Aviator (Circulation Demographics). An advertisement in GQ is relevant to the target audience and would undoubtedly be helpful to this campaign.The television advertisement for this campaign will be broadcast on two television networks during two different television shows. The first and most reoccurring show to be used in the campaign will be Criminal Minds on CBS. The crime drama draws in a huge number of viewers every week, most of which fall in the same target market as the Aviator. As of early November, the show attracted as many as 11.32 million viewers in its 9-10 p.m. time slot and was second in viewership in adults aged 18-49 (Bibel, 2013). In addition to Criminal Minds, the campaign will use NBCs Parks & Recreation as a supplementary vehicle for advertising support. Though advertising on this program will not be as heavy, Parks & Recreation is both a popular and useful outlet to reach the target market of the campaign. The prime-time comedy attracts around three million viewers every week and has recently seen a rise in male viewership as well. During the shows Thursday time slot at 8-8:30, it attracts the second highest amount of male viewership, aged 18-49, across all networks (Kondolojy, 2013).Size/Length of ads:-Magazine: In both Cosmopolitan and GQ, the advertising will appear as a full-color, full-page ad. -Television: The ads will be 30 seconds in length. Being the normal length of most television ads, 30 seconds is an effective amount of time to deliver messages to the audience. Anything longer than 30 seconds has the potential to annoy the audience, possibly adding negative response to the campaign. Positioning of ads:-Magazine: The ads will be placed in the fashion and accessory section of both magazines.-Television: The ad will be a spot, presenting the product in action and persuading the audience though demonstration. Schedule of insertions:-Magazine: For both magazines, the ad will appear nine times per year. These months have been specially selected in order to reach the target audience at times when the purchase decision of protective eyewear is more likely to occur. The scheduled months will be October, November, December, February, March, May, June, July and August. This will keep the Aviator present in the minds of potential buyers as they make purchase decisions.-Television: The ad will run during CBSs prime time show, Criminal Minds. Criminal Minds airs on Wednesdays at 9 p.m. The season of the show, from September to early June, runs for a total of 25 episodes (Episode Guide: Criminal Minds, 2013). Because of this, the ad will run 25 times, during all new episodes. In the months that the show is not running (Mid June-August), ads in GQ and Cosmopolitan will take on the full force of advertising efforts.Parks & Recreation airs on NBC Thursdays at 8 p.m. It is a weekly show, but advertising during the program will only be scheduled a total of seven times. Parks & Recreation will not be used as the primary advertising vehicle but will instead be used to reinforce the Aviator message during time periods of increased sales potential. Since the Parks & Recreation season ends in April, the campaign will use the seven advertisements to appeal to the purchase rush before Christmas and spring break. The selected weeks of advertising are the last two weeks of November, first two weeks of December, last two weeks of February and first week of March (Episode Guide: Parks & Recreation, 2013).

BudgetMedia VehicleAd size/lengthCost per insertionNumber of insertionsTotal cost for scheduleAudience size (or rating)CPM

Cosmopolitan MagazineFull page, full-color$289,11092,601,9903,017,987x 9 = 27,161,883$95.80

GQ MagazineFull page, full-color$162,95391,466,577964,624x 9 =8,681,616$168.92

CBS: Criminal Minds:30 spot$105,000252,625,00011,620,000x 25 =290,500,000$9.03

NBC: Parks & Recreation:30 spot$82,0007574,0003,300,000x 7 =23,100,000$24.84

Totals507,267,567349,443,499

Reference ListArens, W., Schaefer, D. (2012). Advertising. New York: McGraw-Hill Irwin. Print.Bibel, S. (2013, November 14) 'Criminal Minds' Delivers Its Largest Audience of the Season. Zap2it. Retrieved from: http://tvbythenumbers.zap2it.com/2013/11/14/criminal-minds-delivers-its-largest-audience-of-the-season/215744/Circulation Demographics. (2013). GQ. Retrieved from: www.condenast.com/gqCompany Profile. (2012). Luxottica Retail North America, Inc.Company Information. Retrieved from: http://www.hoovers.com/company-information/cs/company-profile.Luxottica_Retail_North_America_Inc.991c5e8702eaa9ca.htmlCrupi, A. (2013, October 13). The Big Bang Theory gets the highest ad rates outside of the NFL: A pricing guide to the 2013-24 season. Adweek. Retrieved from http://www.adweek.com/news/television/big-bang-theory-gets-highest-ad-rates-outside-nfl-153087 Episode Guide: Criminal Minds, Season 9. (2013). Tv.com. Retrieved from: http://www.tv.com/shows/criminal-minds/episodes/Episode Guide: Parks & Recreation, Season 6. (2013). Tv.com. Retrieved from: http://www.tv.com/shows/parks-and-recreation/episodes/Farasciano, M. (2011). Consumer Engagement on Multiple Levels. Aegis. Retrieved from web. Farioli, S. (2012). Environmental Product Declaration. Luxottica Group. Retrieved from: http://gryphon.environdec.com/data/files/6/8960/epde405_Ray-Ban_%20Aviator%203025.pdf Gale. (2013). Business Insight. Retrieved from: http://bi.galegroup.com.ezproxy.linfield edu:2048/essentials/company/515638?u=linfieldGeneral Rates. (2013). GQ. Retrieved from http://www.condenast.com/brands/gq/media-kit/print/ratesGlobal Industry Analysts. (2012, November 19). Increasing Importance of Eye Care & Demand from Developing Countries Drives the Eyeglasses Market. PRWeb. Retrieved from web.Kondolojy, A. (2013). Parks & Recreation Maintains 100% of numbers. Zap2it. Retrieved from: http://tvbythenumbers.zap2it.com/2013/10/11/parks-and-recreation-maintains-100-of-weeks-adults-18-49-rating/208458/Luxottica Group. (2013). Retrieved from: http://www.luxottica.com/en/our-way/who-we-are/our-valuesRay-Ban. (2013). Retrieved from: http://www.ray-ban.com/usa/sunglasses/?cat=12 Readership. (2013). Cosmopolitan. Retrieved from: http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=360484&category_id=27810&category_code=read Research and Data: Top Five womens magazines with digital circulation. (2013). Alliance for audited media. Retrieved from: http://www.auditedmedia.com/news/research-and-data/us-digital-magazine-circulation-for-the-first-half-of-2012.aspxSchulz, C. (2011). Statistics and Facts on the eyewear market in the U.S. Statista. Retrieved from web. Unknown Author. (2012, May 16). Vision Council Report to Raise Awareness of UV Risks as Protection Campaign Kicks Off. Vision Monday. Retrieved from web.2013 Rates. (2013). Cosmopolitan. Retrieved from: http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=4507689&category_code=rate&category_id=27809