Media Plan for Orscheln Farm & Home

Prepared by Cassie Swanson, Feb 28, 2011

Media Buy Overview

No. of
Media Vehicle Insertions Total Cost CPM

Television
Cats 101 240 $ 72,240 $ 7.46
Must Love Cats 240 $ 86,688 $ 7.46
Animal Planet's "The Haunted" 240 $ 77,056 $ 7.46
Confessions: Animal Hoarding 240 $ 81,872 $ 7.46
Animal Rescue 240 $ 67,424 $ 7.46
TOTAL/AVG TV 1,200 $ 385,280 $ 7.46

Radio
Indianapolis--WFMS-FM 550 $ 184,140 $ 6.70
Kansas City--KCHZ-FM 400 $ 230,720 $ 6.41
St. Louis--KMOX-AM 550 $ 228,800 $ 4.51
Kansas City--KBEQ-FM 500 $ 261,900 $ 6.03
ALL RADIO TOTALS/AVG 2,000 $ 905,560 $ 5.91

Magazines
Capital Tails 6 $ 10,350 $ 35.94
Cat Fancy 7 $ 166,950 $ 33.36
Cats USA 15 $ 157,350 $ 61.66
First Coast Pet 4 $ 4,420 $ 29.47
Kittens USA 4 $ 25,000 $ 42.81
I Love Cats 3 $ 3,900 $ 50.00
TOTAL/AVG MAGAZINES 39 $ 367,970 $ 42.21

Newspapers
Daily Reporter 12 $ 31,873 $ 133.97
The Shelbyville News 12 $ 26,316 $ 125.80
Kansas City Star 30 $ 131,609 $ 6.39
TOTAL/AVG NEWSPAPERS 54 $ 189,798 $ 88.72

Internet
AnimalPlanet.com 2,200 $ 88,000 n/a
MyCatSpace.com 1,600 $ 64,000 n/a
LoveMeow.com 200 $ 8,000 n/a
CatChannel.com 1,000 $ 40,000 n/a
CatOwnerClub.com 400 $ 16,000 n/a
HumaneSociety.org 2,000 $ 80,000 n/a
BANNERS TOTAL/AVG 7,400 $ 296,000 n/a

Google Search, AdWords 15,600 $ 53,786 $ 2,744.29

TOTAL/AVG 3,293 * $ 1,848,608 $ 36.08

* Does not unclude internet banners or Google keyword figures

Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb. 28, 2011

Magazine Placements

Total
# of campaign Pass-along Total
Magazine Name Cost/Ad (gross) Ad size Ad Position Insertions cost Circ (000) estimate Audience (000)
* *
Capital Tails $ 1,725 1 page inside 6 $ 10,350 30 1.6 48
Cat Fancy $ 23,850 1 page 4th cover 7 $ 166,950 238 3.0 715
Cats USA $ 10,490 1 page 4th cover 15 $ 157,350 85 2.0 170
First Coast Pet $ 1,105 1 page 2nd cover 4 $ 4,420 25 1.5 38
Kittens USA $ 6,250 1 page 3rd cover 4 $ 25,000 77 1.9 146

2 page (1 page
inserted "twice" to
I Love Cats $ 1,300 calculate) inside 3 $ 3,900 20 1.3 26

Magazine Totals/Avg $ 7,453 39 $ 367,970 475 1.9 1,142

(avg) (total) (total) (total) (avg) (total)

*Magazines' rates and circulation obtained from SRDS Magazine Socurce

 CPM

$ 35.94
$ 33.36
$ 61.66
$ 29.47
$ 42.81

$ 50.00

$ 42.21
(avg)
Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Newspaper
Placements

Total
Ad Size Cost/Col. # of Circ Pass-along Audience
Publication Name City and State Day of Week Section (col.in) Inch Gross Cost/ad Insertions Total Cost (000) estimate (000) CPM

Daily Reporter Greenfield, IN Wednesday Agriculture & Food 129 ### ### 12 $ 31,873 10 2 20 ###
The Shelbyville News Shelbyville, IN Saturday Farm Page 129 ### ### 12 $ 26,316 9 2 17 ###
Kansas City Star Kansas City, MO Sunday Home Guide 72 ### ### 30 $ 131,609 343 2 687 $ 6.39

Newspaper Totals/AVG 110 ### ### 54 $ 189,798 362 2 724 $ 88.72

(avg) (avg) (avg) (total) (total) (total) (avg) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Radio Placements

Persons 12+ in Listeners of Cost per point No. of CPM

Program Format Daypart Rating Rating (%) Market station (CPP) Cost per :60 ad insertions Total Cost (Listeners)

Indianapolis--WLHK-FM Country Day 3.6 3.6% 1,388,800 49,997 ### ### 550 $184,140 ###
Kansas City--KMXV-FM Pop Contemporary Hits PM 5.6 5.6% 1,607,500 90,020 ### ### 400 $230,720 ###
St. Louis--KPNT-FM Alternative PM 4.0 4.0% 2,308,100 92,324 ### ### 550 $228,800 ###
Kansas City--KBEQ-FM Country AM 5.4 5.4% 1,607,500 86,805 ### ### 500 $261,900 ###

All Radio Totals/AVG 4.7 319,146 ### ### 2,000 $905,560 ###
(avg) (total) (avg) (avg) (total) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Television Placements

TV HH in HH viewing Total Viewers Cost per No. of

Program Rating Rating % Market program #/HH (000) point Cost per :30 ad Insertions Total Cost CPM (Viewers)
* *
Cats 101
Indianapolis, IN 1.5 1.5% 1,072,090 16,081 2.5 40 $ 201 $ 302 80 ### ###
Kansas City, MO 1.5 1.5% 927,060 13,906 2.5 35 $ 180 $ 270 80 ### ###
St. Louis, MO 1.5 1.5% 1,244,370 18,666 2.5 47 $ 221 $ 332 80 ### ###
Cats 101 Total/AVG 48,653 122 $ 201 $ 301 240 ### ###

Must Love Cats

Indianapolis, IN 1.8 1.8% 1,072,090 19,298 2.5 48 $ 201 $ 362 80 ### ###
Kansas City, MO 1.8 1.8% 927,060 16,687 2.5 42 $ 180 $ 324 80 ### ###
St. Louis, MO 1.8 1.8% 1,244,370 22,399 2.5 56 $ 221 $ 398 80 ### ###
Must Love Cats Total/AVG 58,383 146 $ 201 $ 361 240 ### ###

Animal Planet's "The Haunted"

Indianapolis, IN 1.6 1.6% 1,072,090 17,153 2.5 43 $ 201 $ 322 80 ### ###
Kansas City, MO 1.6 1.6% 927,060 14,833 2.5 37 $ 180 $ 288 80 ### ###
St. Louis, MO 1.6 1.6% 1,244,370 19,910 2.5 50 $ 221 $ 354 80 ### ###
The Haunted Total/AVG 51,896 130 $ 201 $ 321 240 ### ###

Confessions: Animal Hoarding

Indianapolis, IN 1.7 1.7% 1,072,090 18,226 2.5 46 $ 201 $ 342 80 ### ###
Kansas City, MO 1.7 1.7% 927,060 15,760 2.5 39 $ 180 $ 306 80 ### ###
St. Louis, MO 1.7 1.7% 1,244,370 21,154 2.5 53 $ 221 $ 376 80 ### ###
Animal Hoarding Total/AVG 55,140 138 $ 201 $ 341 240 ### ###

Animal Rescue
Indianapolis, IN 1.4 1.4% 1,072,090 15,009 2.5 38 $ 201 $ 281 80 ### ###
Kansas City, MO 1.4 1.4% 927,060 12,979 2.5 32 $ 180 $ 252 80 ### ###
St. Louis, MO 1.4 1.4% 1,244,370 17,421 2.5 44 $ 221 $ 309 80 ### ###
Animal Rescue Total/AVG 45,409 114 $ 201 $ 281 240 ### ###

All TV Totals/AVG 259,482 649 $ 201 $ 321 1,200 $ 385,280 ###

(total) (total) (avg) (avg) (total) (total) (avg)

* This figure is from the SRDS TV & Cable Source

Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Internet Placements

total Total No. of

cost/1,000 impressions/month total No. of impressions
Banners impressions (000) cost/month months (000) Total Cost
AnimalPlanet.com $ 40 550 $ 22,000 4 2,200 $ 88,000
MyCatSpace.com $ 40 400 $ 16,000 4 1,600 $ 64,000
LoveMeow.com $ 40 50 $ 2,000 4 200 $ 8,000
CatChannel.com $ 40 250 $ 10,000 4 1,000 $ 40,000
CatOwnerClub.com $ 40 100 $ 4,000 4 400 $ 16,000
HumaneSociety.org $ 40 500 $ 20,000 4 2,000 $ 80,000
BANNERS TOTAL/AVG $ 74,000 7,400 $ 296,000
(total) (total) (total)
Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Google Keyword-based
Search Buys

cost/click total
Google Keyword-based ads (CPC) clicks/month No. of months Total clicks Total cost CPM (CPC)
cat litter boxes $ 2.06 500 4 2,000 $ 4,120 $ 2,060
organic kitty litter $ 1.02 350 4 1,400 $ 1,428 $ 1,020
cat toys $ 0.71 750 4 3,000 $ 2,130 $ 710
catnip ### 800 4 3,200 $ 41,024 $ 12,820
premium cat food $ 1.06 400 4 1,600 $ 1,696 $ 1,060
cat collars $ 0.77 700 4 2,800 $ 2,156 $ 770
cat grooming $ 0.77 400 4 1,600 $ 1,232 $ 770
Google Totals/Avg $ 2.74 3,900 15,600 $ 53,786 $ 2,744
(avg) (total) (total) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by Cassie Swanson, Feb 28, 2011

Campaign Schedule
December January February March

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4
Television
Cats 101 X X X X X X X X X X
Must Love Cats X X X X X X X X X
Animal Planet's "The Haunted" X X X X X
Confessions: Animal Hoarding X X X X X
Animal Rescue X X X X X X X X

Radio
Indianapolis--WFMS-FM X X X X X X X
Kansas City--KCHZ-FM X X X X X X X X X X
St. Louis--KMOX-AM X X X X
Kansas City--KBEQ-FM X X X X X X X X X X

Magazines
Capital Tails X X X X X X X
Cat Fancy X X X X X X X X X X X
Cats USA X X X X X X X X X X
First Coast Pet X X X
Kittens USA X X X X X X X X X
I Love Cats X X X X X X X X X X X
X
Newspapers
Daily Reporter X X X X X X X X X X
The Shelbyville News X X X X X X x X X X
Kansas City Star X X X X X X

Internet
AnimalPlanet.com X X X X X X X X X X
MyCatSpace.com X X X X X X X X X X
LoveMeow.com X X X X X X X X X X
CatChannel.com X X X X X X X X X X
CatOwnerClub.com X X X X X X X X X X
HumaneSociety.org X X X X X X X X X X