EXECUTIVE SUMMARY 2

SITUATION ANALYSIS. 3-13

Company & Brand History (pg. 3)

Competitive Analysis (pg. 4-7)
Creative History (pg. 8)
Target Audience (pg. 9)
Geography (pg. 10)

Timing & Purchase Cycle (pg. 11)

Media Mix (pg. 12)

SWOT Analysis (pg. 13)

CREATIVE STRATEGY... 14-16

Sample Executions (pg. 15-16)

MEDIA OBJECTIVES & STRATEGIES.. 17-21

Target Audience (pg. 17)

Reach & Frequency (pg. 18)

Scheduling & Timing (pg. 19)

Geography (pg. 20)

Budget (pg. 21)

SALES PROMOTIONS.. 22-25

MEDIA MIX STRATEGY 26-28

FLOWCHART. 29
REFERENCES 30-31
APPENDIX 32-33 1


Powerade is known for its

motivational ads aimed at creating
inspriation within athletes. They have
created an association between their
product and athletes looking to prove
themselves by overcoming personal
obstacles. Their current slogan, Power
Through relfects this idea in a concise
way while emphasizing the word
power in their brand.
Powerade is not the dominant
brand within its market. With the
correct market strategy aimed at the
right target audience, they have the
potential to rise in their market share.
We have concluded that their target
audience is athletes between the ages
of 18 and 24.
Our market strategy focuses on the
tangible benefit that the Powerade
product provides. Powerade offers
four electrolytes in every bottle, and
our campaign draws upon this by
creating the slogan the core four.
This campaign is aimed at showing
active-conscious people that there is
more to our product than a variety of
flavors. We want to emphasize that
drinking Powerade is beneficial to an
athlete working out.
This campaign is aimed at creating
more beneficial associations
between our product for our target.

Company & Brand History: potassium citrate, potassium,

Powerade, introduced in 1988, is one of the top
sports drinks manufactured by The Coca-Cola
Company. It was the official sports beverage for the
Olympics in 1992. It was first produced to rival
Gatorade from the Pepsi Company. Powerade has
other drinks, including Powerade Zero and
Powerade Zero Drops, under its main brand
(Powerade official website, 2015). Depending on
the region, Powerade provides different flavors to
satisfy the needs of their target audience.
According to Powerade's official
website, the company has international
flavors that are generated by many
different regions. For example, berry ice is
unique to New Zealand. In Europe, there
are many different flavors available
including: forest force, citrus charge, ice
storm, wild cherry, and gold medal.
According to the FoodA&Q website, the
ingredients are: water, high fructose corn
syrup (which will satisfy needs for sugar-
conscious consumers), sodium, and
vitamin B (which helps speed up
metabolism), 0 protein, 0 fat, salt,
phosphate, and sucralose. Powerade is
considered to contain a low level of
sodium.
The standard Powerade bottle in
the U.S. is eight ounces. However, for
different regions of the world, the drink
has developed different bottle sizes.
Powerade redesigned their bottles to an
easy-grip bottle in 2005. This type of
marketing strategy is aimed at athletes. It
was marketed as a low-calorie sports
drink that is perfect for working out. It
became colorless and an altered-
sweetened level to give their consumers
more alternatives. As for sponsorship,
according to The Football League's
official website, Powerade is also the
official sport drink of NASCAR, FIFA
(Federal International Football
Association), AFL (Alberta Football
League) and of course the U.S. Olympic
team.
3

household name (McCann, 1998). Gatorade has also
introduced many different varieties of brands within their
Competitive Analysis: market. Some of the most popular include: Gatorade G
Series, Gatorade Ice, and Gatorade Rain. All of these sub-
According to Gatorades website, Gatorade brands also have a variety of different flavors.
was created in 1965 at the University of
Florida by researchers working at the
university. From that year on, Gatorade
grew popular in the football industry. In
1983, it became the official sports drink of
the National Football league (Heritage,
n.d.). Today, it is the official sports drink of
many other sport leagues including the NHL,
NBA, MLB, and the AFL.
Gatorade is Powerades biggest
competitor, as well as every other sports
drinks top competitor in this market.
Gatorade is owned by PepsiCo., which is also
a big competitor to Powerades mother
company, The Coca-Cola Company.
According to Ad$pender, Gatorades total The chart above shows Gatorades Media
Share of Voice dominates the other brands, Mix as of 2014 according to AdSpender. As one can
spending over $150 million in 2014 as gather from the pie chart, the majority of Gatorades
opposed to Powerades advertising budget spending has been in television. About 48 percent has
of over $22 million. been spent in cable TV with a total amount of $71,493,300,
Gatorade uses many effective while 35 percent has been spent in network TV with the
promotional strategies. They have used many amount of $53,308,900. The next highest vehicle is
celebrity endorsements, most of which have magazines at 10 percent with a budget of $14,871,200.
included famous athletes. Some recent They spent the lowest amount in outdoor display ads,
endorsers include: Derek Jeter, Tiger Woods, where the spent only $85,000. Other vehicles include: spot
Peyton Manning, and Michael Jordan. In TV ($4,115,800), Sunday magazines ($1,950,800), national
1991, Gatorade featured Michael Jordan in spot radio ($52,200), syndication ($423,000), Internet
their national campaign Be Like Mike. This display ads ($3,916,900), and local radio ($422,700).
campaign became very popular in pop
culture and helped Gatorade become a

4


Competitive Analysis:
Propel Fitness Water is a product of
Gatorade, which is marketed by PepsiCo.
Gatorades name to the label was a major strategic
Pepsi was introduced Propel in 2000, and by
insight (MacArthur, 2004). By coupling their brand with the
2004 they had sold $256 million worth of
popular Gatorade drink, they were about to gain some
Propel (Moskin 2006). When it was
trust of the loyal brand users.
introduced, it was tested in over 40 different
7-Eleven convenience stores in the Western
United States; it originally came in flavors of
lemon, orange, and berry (Khermouch,
1999). In 2003, Propel was the first enhanced
water brand to oversee the $100 million sales
record (Propel Claims Dominance, 2003).
Propel seemed to have only grew from there.
By 2004, it was considered the leading
enhanced water brand (MacArthur, 2004).
Propels success skyrocketed; it started to
become a widely known brand within just a
few years of it first being introduced.
According to Ad$pender, as of 2014,
Propel is below Powerade as a competitor
when it comes to advertising spending.
Propels total Share of Voice was only at 6.5
percent in 2014. Their total spending came to The chart above shows Propel Fitness Waters
about $12.7 million, which is nearly half of Media Mix for the year 2014 according to AdSpender. It is
Powerades $22 million. apparent that their spending has been focused in nearly
Propel tried many different marketing only one place: magazines. Propels total advertising
strategies. They introduced many different budget in 2014 was $12,783,600. About $12,512,000 of that
flavors to introduce variety and to spark more was spent in magazines. Propel also spent insignificant
interest. It also seemed that Propels relation amounts of money in spot TV ($3,000), local radio
to Gatorade proved to be an important ($22,300), internet display ads ($157,200), and outdoor
quality. Marie Devlin, Propels brand team display ads ($89,100).
leader, stated that simply incorporating

Competitive Analysis:
Glacau Vitaminwater was introduced in
2000 in New York. This enhanced water was
introduced by the companies Energy Brands
and Glacau. Energy Brands was bought by
the Coca-Cola Company in 2007 (Coca-
Cola to Acquire Glaceau, 2007).
Glacau Vitaminwater holds the
smallest of the Shares of Voice with a 5.7
percentage. Their total advertising spending
in the year 2014 was about $11,305,800,
which is a little over a million less than Propel
Fitness Water. Powerades spending is more
than double that of Vitaminwater.
Powerades Share of Voice is only a little less
than equivalent to Vitaminwater and Propels
Shares of Voice combined.
When it comes to marketing strategies,
Vitaminwater tried many different
approaches. In 2012, they partnered up with
Jessie J, a popular singer, and created an
interactive online video game. Participants
could go online and play this Vitaminwater-
themed game, and they had a chance to
The chart above shows Vitaminwaters
win many prizes, including tickets to see
Media Mix for the year 2014 according to AdSpender. It
Jessie J live in London (The Coca-Cola
shows a significant amount of money being spent in the
Company Jessie J, 2012). In 2009, they
cable TV industry, where they spent $8,939,100. Network TV
introduced Vitaminwater Zero, a zero calorie
comes next, with $1,448,400 being spent in that vehicle.
option within the brand (Vitaminwater brings
They spent $414,400 in local radio, $252,400 on internet
low calorie to next level, 2009). By introducing
display ads, $134,100 on outdoor display ads, and $11,000
a zero calorie beverage, they are positioning
in spot TV.
themselves as a healthier option. Their name,
Vitamin Water, also implies a healthy lifestyle.

Competitive Analysis:

At a glance:

There are various small competitors that

contribute to the sports drink category. Many
of them have spent less than $10 million a
year for their advertising budget. For example,
Aquafina Flavorsplash spent a total of
$9,261,500 in 2014. Most of their advertising
budget went towards network television
(about 56 percent). Most of the small
competitors including SoBe Lifewater and
various flavored water brands spent an
insignificant amount compared to the top
competitors.

7

Creative History:
The Powerade brand is currently
positioning itself as the beverage of choice
for young athletes looking to prove
themselves. The power through tagline
seen in recent ads is a message about
beating the odds and overcoming
obstacles. These themes are emphasized
with compelling TV commercials that
surround professional athletes Jimmy
Graham and Derrick Rose whose stories
serve to tell us what it means to achieve
despite poor circumstances growing up. The
recurring headline, were all just a kid from
somewhere, is a way of targeting young
people and inspiring a journey toward
greatness in sport. The 60-second spots by
Wieden+Kennedy include voiceovers that
preach rising from and climbing out of
whatever bad situation exists; Powerade is
there along the way.
In addition to these ads, Powerade is
promoting www.justakidfrom.com, where the
company is selling clothing items through
December 31st that will benefit the Boys & Girls
Clubs of America. With this gesture, Powerade
is reiterating its support for kids in need and its
desire to invest in their potential as athletes
and people. The campaign is being marketed
further through social media and the #justakid
and #powerthrough hashtags, which
accompany photos and short videos that
encourage hard work, focus, and defying
expectations, as well as feature interviews
with other well-known athletes who come
from somewhere. The Powerade brand has
expressed that this underdog concept in their
advertising very much parallels their own
position as second to Gatorade in the
category (Pathak, 2012). Past print and
outdoor ads have targeted Gatorade more
directly than television or digital, suggesting
Powerade is the better choice in terms of
formula and ingredients (Zmuda, 2009).
8

Target Audience:
According to Simmons OneView,
males are more likely to use the brand
category of sports drinks with an index
number of 124 as compared to females with
an index number of 77.
It seems as though the target for this
brand is for a younger audience. 18-24 year
olds showed significantly high index numbers
with the highest being 238 at age 19. The
index numbers show a decreasing trend as
age increases, however it maintains an
above average number until age group 45-
49 with an index number of 77. The index
number continues to decrease from there.
Asians showed a more tendency to drink
Powerade than whites with index numbers of
122 and 88 respectively. However, African
Americans had the highest usage rate with
an index number of 144.
Education showed an interesting trend
with the target audience. Those whose
highest education level is a high school
diploma had an above average index
number of 112, while those who have not
fully completed high school had an index of
85. People who have completed less
than a year of college have a slightly
below average number of 96.
However, those who have completed only one
full year of college have an index number that
goes back to above average 108. Those with a
bachelors degree have an index number of
100. The tendency greatly decreases with those
who have completed graduate school, and
they have an index number of 65.
Users of Powerade showed a significant use
in media. Users were most likely to have used the
Internet in the past 7 days with an index of 109.
Television and radio also showed above
average numbers for users with index numbers of
102 and 106. Out of these media vehicles, users
were most unlikely to use magazines.
To summarize, the optimal consumer for our
market consists of those who are aged 18-24
with a bigger emphasis on men. Users of modern
media seem to use our brand the most, which
makes sense because of the younger age
group. The majority of our buyers live in the
southern United States, and education showed
an insignificant trend.
9

Geography:
Geographic location in the U.S. showed a
favorable trend for the south with an index of 115, as
well as the west with a number of 108. The Northeast
and Midwest regions presented below average
index numbers of 78 and 84 respectively. Out of the
top 14 cities in the Direct Marketing Association
(DMA), Atlanta turned out on top with an index
number of 147. San Francisco had the lowest
number of 47.
Powerade is a national product that is used
throughout the census regions as well as the top 14
markets within the United States (Simmons, 2013).
Out of all sports drinks in general, consumption
patterns of all major regions were significantly
different, especially the consumption in South and
Pacific regions of the country. These regions are
significantly higher than the rest of the regions in the
U.S. The following index numbers will illustrate
Powerade consumption in each market:
Southeast: 136
Southwest: 145
Northeast: 71
East Central: 80
West Central: 83
Remaining West: 91
Pacific: 88
Other Pacific: 90
Mid-Atlantic:75
New England: 63
New York Metro: 73
The statistics above show that the only index numbers
that are over 100 are the Southeast and Southwest
regions. Higher index numbers suggest more potential
for its brand, therefore, Southeast and Southwest have
higher potential for investment and greater profit.
The top seven largest vertical percentage numbers
have been recorded from the largest number to the
smallest number:
South: 38%
Southeast: 22.9%
Pacific: 21%
Northeast: 19%
Other pacific: 16%
Southwest: 15.1%
West central: 12.8%
This brings a question as to why consumption is more
prominent in the South. One hypothesis may be that in
the South, the temperature is generally higher, and
people are more likely to consume more thirst
quenching beverages than the average consumer.
There is a greater population consuming sports drinks,
and there is more potential according to the index
number provided from Simmons.
10




Timing and Purchase Cycle:
Because of the nature of our product as The sports drink category sees fairly
a sports drink, sales and consumption will consistent purchase cycles, as these
often coincide with athletic seasons. In beverages are typically marketed as the
addition, sponsorship of major sporting athletes fuel for practice and competition.
events throughout the year by parent
company Coca-Cola [and therefore
Powerade] mean increased advertising at
certain times and more exposure to fans of
particular sports; for example, Powerades
association with the U.S. Olympic team might
mean more reach for niche sports during
some winter and summer seasons. Powerade
is also the official sports drink of the NCAA
and markets heavily during March Madness
and college football bowl games. As a
result, consumption rates are likely to peak
during football and basketball seasons (fall
and winter) as these are popular sports for
members of our target group to watch and
to play.




11



Media Mix:

Within the year 2014, Powerade has
broaden reach and increase frequency
spent a majority on SLN TV with a total of
with millennials.
11190.6 (000) dollars. In other words,
TV does match up with the lifestyle of
111,906,000 dollars was taken out of
Powerades target audience, but the
Powerades total spending budget to go
brand is not taking full advantage of their
towards SLN TV. Theyve also spent
targets use of social media. Besides social
significantly on Network TV with 6760.6(000)
media, investment in outdoor advertising
dollars, Cable TV with 2835.5(000) dollars,
could be made as well. Billboards before
and International Display with 1259(000)
rest stops and gas stations could inform
dollars. Powerade has spent the least
and reach more consumers.
amount of money on Local Radio and Spot
TV with 164.2(000) and 119(000) dollars
respectively. Total spending for Powerade in
2014 was 223,288,000 dollars (Ad$pender,
2014).
The company has been highly invested
in SLN TV and Network TV, which has caused
a lack of use in other media vehicles.
Powerade has a younger target, with their
prime consumers between the ages 18 and
21. Because of this, investment of advertising
space on social media and greater
investment in radio (such as Pandora) could
greatly benefit Powerades brand and

12

SWOT Analysis:
Strengths
> Powerade is widely distributed and has an
international presence.
> Its owned by Coca-Cola, a continuously
successful and respectable brand.
> It has endorsements and sponsorships with
athletic affiliations.
> It has a unique selling proposition: four
electrolytes in their ingredients formula.
Weaknesses
> It has poor social media and marketing
presence.
> Consumers arent very aware of the
nutritional benefits of Powerade.
> The brand holds a small amount of the
market share-- about 22% compared to
Gatorades 77%.
Opportunities
> It can increase social media and
marketing presence to recapture
teens and young adults.
> It can gain sponsorship with more
celebrities and smaller sports
associations, such as the NCAA to
create associations between the
brand and the image.
> Powerade can emphasize the
health benefits of their drinks, such
as the four vital electrolytes.
Threats
> Gatorade is a fierce competitor
and has over triple the market share
of Powerade.
> The competition has high brand
loyalty, making it difficult to expand
the Powerade target, and making it
difficult to secure celebrity and
athletic endorsements.
> The high competition with
Gatorade could lead to price wars.
13


Communication Objectives:
Positioning Statement:
To young athletes between the ages of 18 and
To create awareness of the brand.
24 years old, whose active routines demand the
To increase brand loyalty among the 18-24
replenishment of electrolytes and other nutrients
year old target demographic.
during and after a workout, Powerade is the
To differentiate our brand from other sports
sports drink that offers four core electrolytes to
drinks with a unique selling proposition that
satisfy and fuel every athletes lifestyle.
demonstrates the benefit of electrolytes.

Tone:
Promise: Inspirational, motivational, stimulating, and
amped-up ads.
The Powerade formula promises
athletes the hydration, energy, and
power needed to keep them
performing and competing at their
Slogan: A twist on their current Power
Through campaign by adding our idea of the
best.
core four

14


Execution 1:
For this print ad, we have really emphasized the
idea of the core four electrolytes by creating a
visual comparison with the four limbs used in
swimming.

This print ad will be featured in sports and mens

magazines.

15


Execution 2:

For this print ad, we are emphasizing

the core four while also appealing to
younger athletes. We are using their
original slogan power through, while
adding our idea of the core fore.

16


Target Audience: Strategy: Our campaign will attempt to reach all

18-24 year olds with a stronger emphasis on
males. Our campaign will draw upon
Objective: Our goal audience consists of 18- Powerades previous campaigns, however, we
24 year olds in the U.S. During our research, will emphasize the use of electrolytes to our
we discovered that the majority of those that audience. We will reach this audience using a
use our product are younger people. The combination of nontraditional media such as
younger age groups had index numbers of social media, as well as some traditional media
over 200, which is well above the such as magazines, television, and
average. Increasing age seems to be radio.
indirectly proportional to the usage of sports
drinks. In other words, the index numbers
became below average as the age group
increased. We found that men are also a
dominant part of our target audience.
Through Simmons OneView, it was shown that
men were more likely to use our product than
women.

17


Reach and Frequency:

Objective: Our campaign will begin in June of
2016, which will be a month before the 2016
Olympics. In the table below we have
concluded our goals for the reach and
frequency for each month. The table shows
that we are investing a significant portion of
our budget in the month of August, and our
goal is to achieve 75 % reach and 3.8
frequency during this vital month.
Strategy: In the months of June, July, and August
we will focus heavily on the television media to
get people amped-up for the Olympics, which is
a televised event that gains a lot of viewership by
those who are interested in athletics. In the
months of September and November, our main
focus will be on social media to reach our young
target. January will be focused on television,
while March will be focused on social media and
radio. In order to stretch our budget to its fullest,
we will be continuously using radio within our
campaign.

Month Reach Frequency GRPs

June 67.3 2.9 195
July 68.7 2.9 198
August 75 3.8 320
September 66.5 3.2 210
November 64.8 3 192
January 57.6 3.1 176
March 73.7 3.2 238

18

Scheduling and Timing:
Objective: The 2016 Powerade campaign will
be introduced in June to kick off the summer
months. This will help build awareness and
excitement in anticipation of the Rio Olympic
Games, with which our parent company,
Coca-Cola, is a partner. Thus, reach and
frequency goals will increase throughout the
summer and peak in August. The advertising
for the year will be according to a flighting
schedule, with no advertising during October,
December, February, April or May.
Strategy: June 2016 will launch our efforts in
both traditional and nontraditional media.
Television and radio placement will
continue through all months of active
advertising, while magazine and
promotional efforts will take place during
the summer months and heavily in March.
Digital placement will begin in September,
utilized also in November and March.
19

Geography:
Objective: According to the data we gained
from the situation analysis on geography, the
seven cities in southeast should be prioritized
during Powerades campaign since the
Powerade consumption in the southeast is
significantly higher than the other regions
across the United States. These seven cities will
feature spot radio and spot television. These
areas are selected to reach the people living
in these high consumption areas.
Strategy: Our campaign is consistent
nationally throughout the months that we
will be advertising. However, seven
specific markets were selected
throughout the country to be heavily
targeted in the months of August and
January. This will allow our brand to be
emphasized in regions where the brand
will have the most potential. The cities that
we will focus on in our spot markets are:
Atlanta, Georgia
New Orleans, Louisiana
Miami, Florida
Nashville, Tennessee
Orlando, Florida
Raleigh, North Carolina
Tampa, Florida
20

Budget:
Objective: Our total budget for 2016 is
$11,172,000, but only 10,215.7(000) dollars will
be allocated between national and spot
media. 9,956.8(000) dollars will be put towards
national media, and 258.8(000) dollars will be
put towards spot media. Spot media will have
focus on just two months of the year, therefore
not consuming very much of the budget.
National media will focus on seven months of
the year, with an emphasis on the summer
months. The increased reach and frequency in
the summer months will allot for a majority of
budget spending.
Strategy: The campaign is starting off in
June to cater to the 2016 Summer
Olympics. A portion of the budget will be
spent on TV and radio for each of the
seven months, with five months also
focusing on magazines and three
months also focusing on digital
spending. In August and January there
are heavy-ups to allot for the start of fall
sports and the Super Bowl respectively.
21


Total Estimated Budget: $1,675,800

Strategy: During the Summer Olympics,

people throughout the country are
Promotion 1: watching the U.S. Swimming team dive into
the water. The blue water is reminiscent of
U.S. Olympic Team Sponsorship
the popular Powerade flavor, Mountain
Estimated Cost: Berry Blast. We want to create a
connection to the viewers and make them
$650,000 think of Powerade when they watch this
Objective: To partner up with the U.S. Olympic event. In order to do this, we will
Olympic Swimming team during the Summer sponsor Missy Franklin, a popular swimmer
2016 Olympics to create an association to our currently on the U.S. swimming team. This
brand. sponsorship will take place in August.
Our target audience consists of young
people interested in athletics. To reach this
demographic, creating an association with
the Olympic games is optimal. In 2012, the
Summer Olympics in London broke viewing
records. During this time, the swimming event
had 15.9 million viewers, which was on the list
for the top 10 viewing peaks during the
course of the entire Olympics (Olympics
Deliver Record Viewing Figures, 2012).

22


Strategy: Develop a mobile application and

QR codes for the Powerade brand that, when
Promotion 2:
scanned by mobile devices, first prompts the
Powerade App user to download the Powerade app that will
provide deals/coupons and double as an
Estimated Cost: exercise goals tracker with social linking and
multimedia capabilities. Our audience will be
$150,000
incentivized to scan these codes at locations
Objective: To reinforce the importance of such as sports venues and gyms. For example,
electrolyte replenishment after a workout and an individual that scans the QRs upon
create an association between fitness routines entrance and exit of their gym can redeem a
and Powerade. Also, this app will help increase product coupon or rewards points based on
awareness and sales. the time spent there and/or the exercise
numbers they record within the app.

23

Promotion 3:
Tailgate stand for a college football
sporting event
Estimated Cost:
$600,000
Objective: To create a connection between
our target and Powerade in a sporting venue,
which is Powerades primary market.
Strategy: Powerade will partner with the
NCAA and send employees out to
Powerades Southern spot markets during
September and October games to set up
tailgating tents in the parking lots outside
of the stadiums. The tents will be bright blue
with the Powerade logo on them, and give
off an energetic vibe via upbeat music and
interactive promoters. These tents will offer
free samples to fans so they can try out
each of Powerades different flavors, as
well as complimentary pens, lanyards,
magnets, keychains, t-shirts, etc. with
Powerades logo, slogan, website, and
social media contacts printed on them.
This setup will allow the target to get hands
on with the product, try it out, and interact
with the brand in a humanized platform.
Because people will walk away sporting
Powerade gear, the brand name will travel
so that even those who havent been to the
Powerade tent will be exposed to the
brand.
24

Promotion 4:
Charging stations that look like
Powerade
Estimated Cost:
$200,000
Objective: To remind our target about the
connections between our brand and bodily
power/energy during a workout.
Strategy: The charging stands and the
outlets that people use to charge their
electronic devices will be covered with a
sticker of a Powerade bottle in August,
September and March. Gym equipment
such as treadmills and ellipticals also require
being plugged into an electrical outlet to
operate, so the outlets they are connected
to will also be covered with a Powerade
bottle sticker. These ambients will be placed
in the gym, football stadium, locker rooms,
and sports wear/outdoor clothing stores.
This ambient will help reinforce the benefit of
our product in targets mind: The electrolyte
replenishment is crucial for a heavy workout
and Powerade can most efficiently help you
power through that, just like a charging
stands help charging the phone.
25


Traditional Media
1. Network and Cable TV 2. Radio

a. Estimated Cost: $ 2,816,100

a. Estimated Cost: $4,711,900

b. Channels: ESPN, ABC, NBC, CBS, b. Stations: Sports Stations such as ESPN,
FOX Sports CBS, Fox Sports Radio

c. Rationale: We would target big c. Rationale: If people are interested

name channels to communicate in sports, it is likely that they will
with our younger audience, as listen to a sports radio station to
well as channels that carry tune into their favorite game. By
sporting events to target athletic placing our ads into these stations,
consumers. ESPN and FOX Sports we will reach the ideal consumer.
would be best to target people
who are looking to be
entertained by the sporting
industry.

26

3. Magazines
a. Estimated Cost: $1,727,800
b. Magazine Brands: Sports
Illustrated, ESPN, Sports Weekly,
Readers Digest, Mens Health
c. Rationale: Targeting sports
magazines would allow our brand
to reach people interested in
athletics. Placing our ads in these
magazines will allow us to reach
consumers who are subscribed to
these magazines. Therefore, they
are more likely to look at our
advertisements.
4. Digital-Targeted Sites
a. Estimated Cost: $ 959,900
b. Sites: Mens Health, Dicks Sporting
Goods online website, and Champs.
c. Rationale: Targeting sports magazines
would allow our brand to reach
people interested in athletics. Placing
our ads in these magazines will allow
us to reach consumers who are
subscribed to these
magazines. Therefore, they are more
likely to look at our advertisements.
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