Meida Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Media Buy Overview
Media Buy Overview

Media Vehicles
Television
The Dog Whisperer
It's Me or the Dog
TOTAL/AVG TV
Radio
Indianoplis -- WFMS
Indianoplis -- WLHK
Kansas City-- KBEQ
Louisville-- WAMZ
ALL RADIO TOTALS/AVG
Magazines
AKC Family Dog
AKC Gazette
Bark
Dog Fancy
Dog World
Dogs USA
TOTAL/AVG MAGAZINES
Newspapers
The Indianapolis Star - Home
The Journal Gazette*News-Sentinel - Outdoors Page
The Kansas City Star -Outdoor
The Courier Times -Home & Garden
TOTAL/AVG NEWSPAPERS
Internet
Animal.Discovery.com
Nextdaypets.com/directory/breeds
Dogchannel.com
Dogs.net
Dogs.about.com

No. of Insertions

Total Cost

162
486
648

$54,972
$148,424
$203,396

350
300
200
150

$330,190
$108,810
$104,760
$70,470
$614,230

1000

CPM

$3.76
$4.18
$3.97

$
$
$
$

6.41
6.70
6.03
6.04
$6.29

12

$28,580
$9,200
$9,500
$30,060
$15,200
$29,400
$121,940

$20.89
$41.44
$31.67
$30.30
$66.67
$38.08
$38.18

$149,076

$13.47

4
4
4

$66,528
$209,280
$108,120
$533,004

$5.63
$11.59
$5.88
$9.14

$48,000
$3,200
$8,000
$40,000
$32,000
$32,000
$8,000
$3,200
$4,800
$131,200

n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a

2
2
2
2
2
2

16

1,200
80
200
1,400
800

AKC.org
Greatdogsite.com
Thebreedofdogs.com
Dogbreedinfo.com
BANNERS TOTAL/AVG

800
200
80
120
3,680

Google Search

47,100

TOTAL/AVG

5,356

$58,089 $1,240.00
$1,603,770

$14.40

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Magazine Placements

PassTotal
Circ
along
audience
(000) estimate
(000)

# of
Insertions

$14,290 1 page

inside

$28,580

171

4.0

684

$20.89

AKC Gazette

$4,600 1 page

inside

$9,200

37

3.0

111

$41.44

Bark

$4,750 1 page

inside

$9,500

75

2.0

150

$31.67

$15,030 1 page

inside

$30,060

248

2.0

496

$30.30

Dog World

$7,600 1 page

2nd cover

$15,200

38

3.0

114

$66.67

Dogs USA

$14,700 1 page

inside

$29,400

193

2.0

386

$38.08

Magazine Totals/Avg

$10,162

$121,940

762

2.7

1941

$38.18

AKC Family Dog

Dog Fancy

(avg)

Ad
Size

Total
campaign
cost

Ad
Position

Magazine Name

Cost / Ad
(Gross)

12
(total)

(total)

(total)

(avg)

(total)

CPM

(avg)

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Newspaper Placements

Publication Name

Day of
Week

The Indianapolis Star Saturday

The Journal
Gazette*NewsSentinel
Sunday
The Kansas City Star

Sunday

The Courier Times

Newspaper
Totals/AVG

Saturday

Section

Ad Size Cost/Col.
Gross
# of
(col.in.)
Inch
Cost / ad Insertions

Total Cost

Circ (000)

Passalong
estimate

Total
Audience
(000)

CPM

Home

123

$303

$37,269

$149,076

1,383

2,766

$13.47

Outdoors
Page

126

$132

$16,632

$66,528

1,478

2,956

$5.63

120

$436

$52,320

$209,280

2,257

4,514

$11.59

85

$318

$27,030

$108,120

2,300

4,600

$5.88

$297
(avg)

$33,313
(avg)

16
(total)

$533,004
(total)

7,418
(total)

14,836
(total)

$9.14
(avg)

Outdoor
Home &
Garden

113.5
(avg)

2
(avg)

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Radio Placements

Program
Indianoplis -- WFMS
Indianoplis -- WLHK
Kansas City-- KBEQ
Louisville-- WAMZ
All Radio Totals/AVG

Format
Country
Country
Country
Country

Daypart
AM
PM
AM
AM

Rating
10.6
3.9
5.4
8.1
7.0

Rating
(%)
10.6%
3.9%
5.4%
8.1%

Cost per
point
(CPP)

Persons 12+ In
Market

Listeners of
station

Cost per
:60 ad

No. of
Insertions

1,388,800
1,388,800
1,607,500
960,600

147,213
54,163
86,805
77,809

$89
$93
$97
$58

$943
$363
$524
$470

350
300
200
150

365,990
(total)

$84
(avg)

$575
(avg)

1000
(total)

Total Cost
$330,190
$108,810
$104,760
$70,470

CPM
(Listeners)
$
$
$
$

6.41
6.70
6.03
6.04

$614,230 $
6.29
(total)
(avg)

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Television Placements

Program

Rating

Rating %

TV HH in
Market

HH viewing
program

#/HH

Total
Viewers
(000)

Cost per
point

Cost per :30

No. of
ad
Insertions

Total Cost

CPM
(Viewers)

The Dog Whisperer

Indianapolis
Kansas City
Louisville
The Dog Whisperer Total/AVG

2.0
2.0
2.0

2.0%
2.0%
2.0%

1,072,090
927,060
657,180

21,442
18,541
13,144
53,127

2.5
2.5
2.5

54
46
33
133

$219
$184
$106
$509

$438
$368
$212
$1,018

54
54
54
162

$23,652
$19,872
$11,448
$54,972

$4.09
$3.97
$3.23
$3.76

It's Me Or The Dog

Indianapolis
Kansas City
Louisville
It's Me Or The Dog Total/AVG

1.8
1.8
1.8

1.8%
1.8%
1.8%

1,072,090
927,060
657,180

19,298
16,687
11,829
47,814

2.5
2.5
2.5

48
42
30
120

$219
$184
$106
$509

$394
$331
$191
$916

162
162
162
486

$63,860
$53,654
$30,910
$148,424

$4.54
$4.41
$3.58
$4.18

$967
(avg)

648
(total)

$203,396
(total)

$3.97
(avg)

All TV Totals/AVG

100,941
(total)

252
(total)

$509
(avg)

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Internet Placements

Banners
Animal.Discovery.com

cost/1,000
total impressions
impressions
/ month (000)
$40
300

Nextdaypets.com/directory/breeds
Dogchannel.com
Dogs.net
Dogs.about.com

$40
$40
$40
$40

20
50
250
200

AKC.org
Greatdogsite.com
Thebreedofdogs.com
Dogbreedinfo.com

$40
$40
$40
$40

200
50
20
30

BANNERS TOTAL/AVG

total cost /
month
$12,000
$800
$2,000
$10,000
$8,000
$8,000
$2,000
$800
$1,200
$43,600
(total)

No. of
months
4
4
4
4
4

Total No. of
Impressions
(000)
1,200

Total cost
$48,000

80
200
1,000
800

$3,200
$8,000
$40,000
$32,000

4
4
4
4

800
200
80
120
4,360
(total)

$32,000
$8,000
$3,200
$4,800
$174,400
(total)

Media Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Google Keyword-based Search Buys

Google Keyword-based ads

small breed dog food
large breed dog food
outdoor dog kennels
healthy dog food
Tick guard
electric dog fence
insulated dog house
large breed dog collars
long dog leash
Google Totals/Avg

cost/click
(CPC)
$1.16
$1.01
$1.51
$1.68
$0.05
$3.09
$0.99
$0.75
$0.92
$1.24

(avg)

total
clicks /
No. of
month
months
3,500
4
3,500
4
800
4
800
4
775
4
1,000
4
500
4
450
4
450
4
11,775

(total)

total clicks
14,000
14,000
3,200
3,200
3,100
4,000
2,000
1,800
1,800
47,100

(total)

Total cost
$16,240
$14,140
$4,832
$5,376
$155
$12,360
$1,980
$1,350
$1,656
$58,089

(total)

CPM
(CPC)
$1,160.00
$1,010.00
$1,510.00
$1,680.00
$50.00
$3,090.00
$990.00
$750.00
$920.00
$1,240.00

(avg)

Meida Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Magazines
AKC Family Dog
AKC Gazette
Bark
Dog Fancy
Dog World
Dogs USA

X
X

X
X

X
X

X
X
X

X
X
X

Week 4

X
X

X
X

X
X

X
X
X
X
X

X
X
X
X

X
X
X

X
X
X

X
X
X

X
X
X

X
X
X
X

X
X

Newspapers
The Indianapolis Star
Lebanon Reporter
The Kansas City Star
The Examiner
The Courier Times

X
X

Internet
Animal.Discovery.com

Nextdaypets.com/directory/breeds
Dogchannel.com
Dogs.net
Dogs.about.com
AKC.org
Greatdogsite.com
Thebreedofdogs.com
Dogbreedinfo.com

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X

X
X

X
X
X
X

X
X

Week 3

X
X

Week 2

X
X
X
X

X
X

Week 1

Week 4

August
Week 3

X
X

Week 2

X
X
X
X

Week 1

X
X
X
X

Week 4

Week 3

X
X

July

Week 2

X
X
X
X

Week 1

Radio
Indianoplis -- WFMS
Indianoplis -- WLHK
Kansas City-- KBEQ
Louisville-- WAMZ

Week 4

X
X

Week 3

Television
The Dog Whisperer
It's Me Or The Dog

June

Week 2

Week 1

May

X
X
X

X
X

X
X

X
X
X

X
X
X

X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X