!"A t o m s A d v e r t i s i n g

Atlanta / 2011/Media Plan /Lisa Dobias / Adv 345J / 11:00a - 12:30 p /

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Our CompanyExecutive SummaryCampaign ScopeProfiling the BRandGeographic Profilesituational analysisprofiling the marketdirect competitorsIndirect competitorsmedia visionmedia menuobjectivesstrategy by flightbudget breakdownflowchatfuture recommendations

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!"O u r C o m p a n y

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Potential Energizers

Lauren Pfeiffer Katherine Kloc Melissa Smith Matthew GOlder Mercedes Pang

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!"G e o g r a p h i c P r o f i l e

/ 5

/ History

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/ Geography and Climate

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/ Local Population and Culture / Transportation

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/ 6

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!"P r o f i l i n g t h e M a r k e t

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/ His

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footaction.comphidippides.com

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zappos.com roadrunnersports.com

!"M e d i a V i s i o n

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/ 12

!"M e d i a M e n u

// NewsPaper

// Radio

// Magazine

Atlanta Journal-Constitution / Circulation/ Black/White Mon-Th Fr/Sat Sun / PAID Total NDM Outside Fulton SAU, open, per inch 543.43 556.11 715.63 Morn (M-Th) 351999 41358 229584 81057full pg by rates 69287.33 70904.03 91242.83 Fri Morn 404135 49212 263463 91460

/ Color B/W 1 c B/W 2 c B/W 3 c Sat 417799 54844 273459 89496Mon/Tues/Wed 3023 3648 4254 Sun 570126 72995 387314 109817Thurs 4532 5293 5891 / UNPAIDFri/Sat 4899 5794 6805 Morn Total 5277Sun 5140 6075 7123 Fri Total 5378

Sat Total 4900Sun Total 4188

/ Black/White Freq Discounts - 1 year / Color 2nd color, per pg, extra 500

1 ti 3 ti 6 ti Monthly 4-Color 1 ti 3 ti 6 ti MonthlySpread 14655 13520 12245 11785 Spread 18790 17290 16695 152601 Page 8835 8150 7385 7100 1 page 11200 10385 9580 91852/3 Page 6520 6040 5410 5280 2/3 page 9315 8570 7700 75151/2 Page 5015 4615 4170 3985 1/2 page 7715 7095 6400 62201/3 Page 3490 3210 2896 2765 1/3 page 6225 5725 5165 49851/6 Page 1965 1805 1645 1570

/ Covers, Extra2nd 15% 3rd 15%4th 20%

Daypart 18+ 18-34 18-49 25-49A M W A M W A M W A M W

:30 spots/CPP $ $ $ $ $ $ $ $ $ $ $ $Early Morning 258 339 219 576 761 498 328 406 387 304 571 295Daytime 288 - 213 429 - 256 416 - 338 346 - 364Early Fringe 360 431 289 352 519 396 469 483 442 361 718 421Early News 426 484 376 847 711 427 502 508 478 464 810 535

%9%8>7;?$9%7F':=;?7/'78F7%87E7F5:7>78E9%A9>@'&'ED./mmIIIA=*@>7.E?B#AB9:m.>?B=#AE8:F&'?%'#89>='.>9:9$9%/';?#.F7G#1@9AB9:l'C?FFC97>;#/'F7:7>9"8;99>#AB9:l'V7;?9'#9">B=/'Wz!`'1,,3'l(Z'#9">B=/'WV`W'1,,-&'Wz!`'1,,*'lQ7@7N?%='#9">B=/'Wz!`'1,,*

M e d i a M e n u - P T 2

!"// Television Early Day Early Early Prime Prime Late Late

Morning Time Fringe News Access Time News Fringe

HouseholdsDMA-CPP 162 122 160 195 247 608 305 179DMA-CPM 6.62 4.99 6.54 7.97 10.1 24.85 12.47 7.32Adullts 18+CPP 262 292 364 431 522 1060 688 -CPM 5.92 6.59 8.22 9.73 11.79 23.94 15.54 -Adults 18-34CPP 787 608 529 1043 889 948 1069 567CPM 52.91 40.87 35.56 70.12 59.76 63.73 71.86 38.12Adults 18-49CPP 439 476 596 748 774 1186 932 488CPM 15.13 16.4 20.54 25.78 26.67 40.87 32.12 16.82Adults 25-49CPP 367 307 449 559 721 1304 967 421CPM 15.83 13.25 19.37 24.12 31.11 56.26 41.72 18.16Men 18-34CPP 1030 - 733 960 831 1503 1115 771CPM 135.44 - 96.38 126.23 109.27 197.63 146.61 101.38Men 25-49CPP 325 - 408 458 490 832 451 361CPM 28.06 - 35.23 39.55 42.31 71.84 38.94 31.17Women 18-34CPP 498 369 375 549 674 1267 680 477CPM 68.5 50.76 51.58 75.51 92.71 174.27 93.53 65.61Women 25-49CPP 293 300 384 581 583 1068 812 359CPM 25.27 25.87 33.11 50.1 50.27 92.09 70.02 30.96

// Cable Subs. Day Overall A&E CNN Discovery ESPN LIFE MTV TNT USA// System part*Comcast - 1287 a - 100 100 100 100 125 50 80 80Atlanta p - 600 350 550 1000 1000 350 1000 1000Bell South - 35 a - 8 10 10 10 7 4 6 6Atlanta p - 45 55 40 50 50 32 48 48ETC - N Georgia 17 a 6 - - - - - - - -Copper Basin p 9 - - - - - - - -Cable Ad Sales 8 a - - 4 4 3 7 - 7 7

p - - 12 12 9 21 - 21 21Northland - 4 a 8 - 8 - 8 8 - - 8Clayton, GA p 12 - 12 - 12 12 - - 12

a = all day; p = prime

/ 14/ 13

!"M e d i a M e n u - P T 3

// IN STORE PROMOTION

Media Size 18+ Pop # Spots Total 4 Flight Avg DEC CPM EthnUnits /Loop Wk rate /Panel -icity

Digital Non 470,688 1 1 Slot (s) / Loop $6,500 4 wks 23,300 $9.96 GeneralBulletin Standard Unit - 11655

Spots/Wk/Unit

Media Size 18+ Pop GRP # Total 4 Flight Avg DEC CPM EthnicityPanels Wk Rate / Panel

Bulletin 14' X 48' 470,688 5 1 $6,500 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 10 1 $6,500 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 15 1 $6,500 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 20 2 $13,000 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 25 2 $13,000 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 50 4 $26,000 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 75 5 $32,500 4 weeks 75,000 $3.10 GeneralBulletin 14' X 48' 470,688 100 7 $45,500 4 weeks 75,000 $3.10 General

// SEM// AD WORDS

/ 15

Medium Size # Cost TotalMagazine Display 10 Tier 1 $31.29 $31.29Tack Board 46"w x 36"h 2 $48.97 $97.94Banner 3x8 2 $125.00 $250.00

Est. Avg. Est. Ad Est. Keywords CPC Position Daily Costrunning shoes 1.07 1.94 585.42best running shoes 0.65 1.33 8.06trail running shoes 1.28 2.22 19.21mens runing shoes 1.29 2.53 1.99womens running shoes 1.16 1.71 6.91marathon training 0.32 2.33 11.78running gear 0.84 2.94 7.36running marathons 0.68 2.01 0.47running shoe stores 0.87 1.41 1.36running training 0.76 1.49 11.5running classes 0.05 0 0shoes for running 1.07 3.43 71.42*Activation Fee $5

Type Cost # TotalT-shirts $5.00 65 $325.00Registration fee $55.00 25 $1,375.00Water cooler $21.88 10 $218.80

// BillBoards

// Non //Traditional//Media

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flight 1 Flight 1 $25,067.60 45.58%radio $8,830.00 Flight 2 $1,040.00 1.89%nwspr $14,312.60 Flight 3 $16,466.45 29.94%promotion $1,375.00 Flight 4 $10,091.41 18.35%OOH $550.00 Continuous $267.77 0.49%total $25,067.60 Contingency $2,066.77 3.76%

total $55,000.00flight 2OOH $550.00promotion $490.00total $1,040.00

flight 3promotion $325.00magazine $7,715.00newspaper $8,151.45OOH $275.00total $16,466.45

flight 4OOH $100.00promotion $131.25promotion $600.00promotion $20.16radio $7,600.00promotion $1,000.00promotion $240.00promotion $400.00total $10,091.41

continuousnon-trad $48.97non-trad $218.80total $267.77

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/ 21

B u d g e t B r e a k d o w n

!" / 23

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onthTotals

%

Imp

Week

41

23

41

23

41

23

41

23

41

23

4 Budget

OOH

!"#$%$&'()$$#*+

$550.001.0%

,*-.-/%-$)0'()$$#*+

$275.000.5%

,*-.-/%-$)0'()$$#*+

$550.001.0%

1%&$+'2-*'34#$/$100.00

0.2%5)/#*'6--0#*+

$218.800.4%

7)89':-)*;$48.97

0.1%()$$#*+

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Prom

otion<#&%+/*)/%-$'7%89#/+

$1,375.002.5%

,#;-.#/#*

$490.000.9%

=)02'>)*)/?-$'7@1?%*/

$325.000.6%

5%$/#*'AB$'<B$

$2,391.414.3%

Newspaper

C/0)$/)'D-B*$)0$22,464.05

40.8%614,790

Radio

3)*0E'>-*$%$&'FGH@IJK

25$7,600.00

13.8%3)*0E'A*%$&#'FLM@NIK'>

OO10

$5,190.009.4%

P)E/%.#'FGH@IJK'5

OO10

$3,640.006.6%

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eC/0)$/)'>

)&)Q%$#$7,715.00

14.0%74,714

Contingen

cy$2,066.77

3.8%

Total$55,000.00

100%689,504

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men;W

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omen

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paign* paid, unpaid circulation

Dec

70199, 4515*

Nov

Oct

Sept

Aug

July

radio $5,190.00 totals$3,640.00 radio $16,430.00 29.87%$7,600.00 non-trad $267.77 0.49%

total $16,430.00 nwspr $22,464.05 40.84%magazine $7,715.00 14.03%

non-trad $48.97 tack board OOH $1,475.00 2.68%$218.80 water coolers promotion $4,581.41 8.33%

total $267.77 contingency $2,066.77 3.76%Total $55,000.00

nwspr $14,312.60$8,151.45

total $22,464.05

magazine $7,715.00

OOH $550.00 banners, 1$550.00 banners,2$275.00 banners, 3$100.00 signs for event

total $1,475.00

promotion $1,375.00 free registration$490.00 pedometers$325.00 shirts$131.25 hot chocolate$600.00 band

$1,000.00 donation to charity$240.00 employees for event$400.00 reserve for event$20.16 styrofoam cups

total $4,581.41

contingency $2,066.77

F u t u r e R E c o m m e n d a t i o n s

!" / 25

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