Ohio University NSAC 2008: AIM

8/3/2019 Ohio University NSAC 2008: AIM

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Contemplate

ConCeptualize

ConneCt

ContaCt

ConClude

3-10

11-20

21-24

25-28

29-32


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exeCutive SummaryCampaign objeCtiveS

ics w s f aol is

mss (aim) cs 15%b h w aim mss aimSc mics aim wss

target market18- 24--s - ms, s w ch, Constant ConnectorsC ssSc ss

poSitioning and Creativekey FaCt:aim ffs cc scs, whch s h becometherstone-stop-shopforsocialmedia.poSitioning: aim ccs wh ConstantConnectorsandistherstpersonalized,convenient,andtrulystreamlinedsocialmediaprovider.Creative ConCept: rc aim fcs s fc s hc ConstantConnectorsnetworkthroughsocialmedia.AIMistheultimatestreamlinedsocialmediaexperience.

media and promotionSrch -ss Constant Connectors emphasizingnon-traditionalmediaandapproaching -s wb s hh csh wh css

8%

9%4%

18% 61%

Campaign budget$25 million

C pcpr psmeCcs


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ac o ws ssh 1985 c hrstInternetServiceProvider(ISP)Cc s css fac o s sw

i 2001, ac o t W , $364 AmericaOnlineofciallychangeditsnametoAOLin2006tosh s ps cc fs sch s:

e-imChvbs

Sc waol ss s h Ws ls ms eC

aws s ccoffs fs im, c:AIMProlest

e-vc ssv ss

l im sc h u Ss wh 53 ssuss f s ss f aim ss sAIMProleswasrecentlylaunchedtocompeteinthe sc w shacc h s c im ts S:

35%

26%

16%

f aim ss s h sh

uselesharing

s im fs

your brandyour Company

Contemplate


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4

81% s w hs

h iConstant Connectors -,w sc, sa 38% s , h im h h hc

eSsFsms

mscC

tc c csdss s s

n Sf- whs s sHh cm cc fsl fs-c, -h-fssSeekinstantgraticationCs cc fs,f, cqcsm-s, h-

ccs

ms s cc; h craveit.S ch, fc, h w c c h ConstantConnectors.On-the-go,wherevertheygo,theirsocialspheresgowiththem.

th :ti ch wh h wInuencedbyoneanother,butremainuniqueindividualsa s, , us c s, f sco- shsc

e h wfci ch wh h fs 24/7

Sc w c c c 1997, takeoffuntilMyspacewasintroducedin2003.Thiscategoryissaturated,fast-paced,andconstantlyexpanding.In2006, 20 W ss ws sc w s 12% f i ss c s asocialnetworkingWebsite.Socialmediaandnetworkingcontinuetogrow.

Socialmediaallowspeoplewithcommonintereststosharetheirexperiences.Theycanconnectwithoneanothertolearn,play,work,organize,andsocialize.Sc ss c:

C h s -s-sh f sc Cs cs sc fm sc c cs, whch ss rc c ccs h ss cs sc ss

Cs w wh h cs h wffs

ConStant ConneCtorS demograpHiCS & pSyCHograpHiCS

your market

your ConSumerS

SegmentSCategory

produCt uSage

aCtivitieS

induStry trendS

imSc w ssv sh

bvc/ ch


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th c sc f sc c w w ss: im scs sc providers.AIMoffersservicesthatfallundereachsection,soitmustconsidercompetitorsinbothsegments.

inStant meSSaging ServiCeS SoCial media providerS

C 2003 s c f fsOffersphotosharing,journals,blogs,music,mail,aclassiedsc, s h csaws ss cc wh , sc s, s,

80% sh f sc w Offersfreedomofcustomizationps s sc s h s ss c ch wh s s cc sc

C 2005a sh s h

ws ss lespchs g 2006th -shscps s s--s-sh sc f

ic 2004aws ss cc whoneanotherthroughproles

Secondmosttrafckedsiteinh wAllowsuserstocreateaprole, cs, , sh hs s61 ss wh 50%s h s ps s f, , h, c sc swh fs c cc

C 1998W W s sch sPurchasedYouTubein2006for$1.65billiong t ws ss im, ch, w , c g h Estimatedmarketvalueof$133.4billionps s h sch s--s s fc f

C 1994a W lch s w scw s, yh! 360, scs sch s

yh! mss, phs,t, gs, msc, gsEstimatedmarketvalueof$29.3 485 sswwps s f W hs ss wh cf

C 1995ow h mcsfCWw im scsaws ss chs whch

sc css c sf mcsfs im ps s sc sh ffs cs ws

your Competition


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a cs s h hs, s, s fConstantConnectors hh hh, cs, fcs s, ss w s h s aim, c, socialmedia.

ds cDesireinstantgraticationpf s f im, , ss fc--fcccuf w chS cc wh fs f s pf csss

uw f aim sc w assc aim wh h hdscc f aim

etHnograpHy

W f wh ConstantConnectors canndAIM.TheyConnectintheirdormrooms,socialize cff shs w whtheycanaccessthenet.Theyspilledh f s, h

i, s hw h faboutAIM.

aim s f aolrss sCs ws h aimdshds c Fc msc, ss

s

i h

h cw h aimh; sss ff h s intherstplace.

k, 20

th h f [

sc ws]; f f fs , hs inmebeingonit.

i w wh

versionofAIMIhave.i , i anewcomputer...version6.5.5.2?

mySpa

Ce

aim

FaCeb

ook

assc wh hhsch spf scnw ss swW f sLikelesharingH h - wh s aim

t csn csus s sf-

ItiscreepyDetail-orientedFormusicUsedbymiddle

schs

ConStant ConneCtorinSigHtS

brand perCeptionSa, 19

jsh, 23

primary reSearCH

inSigHtS

a day in tHe liFe


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o ss w s cc wh h h wtime.Over200respondentsrepresenting25universitiesacrossthec s wh h , hw h s aim, whmediatheyusetostayconnected.

n ss s Fcmsc ws h sc s s

sc w sn msc ss s h Fc cco s f sc wss:

ecses f sFs s Sc

o ss f sc wss:

es f s fCss

reSpondent perCentageS

SurveyS

t s Constant Connectors sc ccs,

weletthemdowhattheydobest:socialize.Wh h c f sc , h-- css w h wh,what,when,whereandwhyoftheInternet.

th i s f s ch scs wh fs f ssConstant Connectors s sc (Fc) cs h s s

th sh s f c sc ssds cc s, h c s

97%

66%

58%

34%

39%

s w c

s 10 hs w h c

s 10 hs w h i

s 10 hs w im

s 3 6 hs w sc w ss

FoCuS groupS

letS Hang out

inSigHtS

Q&a


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CollageS

i shwwf c--s, fcsgroupsletmagazinefs s hs ws aim,Facebook,andMyspace.

Fs

pcspsachnws

FaCebook

SHoW and tell

mySpaCe

aimFslrshsist

FsS sem


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aim StrengtHS aim WeakneSSeS

opportunitieS tHreatS

aim s im sc wh 53 ssintheU.S.Hs f offs sc fcs h gainingpopularity:IM,proles,textmessaging,voice/videochat,pictureandlesharing,ands

aim c c c sc

f Constant Connectors wh c aims c s im c s sc ffsaim hs f sc cssaim hs fw sscs hFc msc

W cs sch s yh!

g cq sc h ffsg s i wh h w sc Sc ss ff h scs ff aim hi ss

aim ss cs cc whcs s, whch ss cs h ss h f aimcaim s w f s im sc f s h cs, whch s h sc

aim SWot analySiS


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key FaCtSocialmediatoolspopularizedoncompetitorsitesopen

s f aim c -s-sh hh sc wh s s 53 ss s cc forsocialmediaexpansion.

targetC ss c , sc wh comestosocialmedia.These18-to24-year-oldshowever,areeasilyaccessibleoncollegecampusesandareinuentialwithintheirsocialspheres.

propoSalth aim h w cs h ss w sconnectedtoeveryfacetofyourfast-pacedlife.Astreamlinedsocial c ch h im c sConstant Connectorsforthenextphaseoftheirsocialevolution.

role oF advertiSingAIManditssocialmediaarestrengthenedbyahigh-proleimageofh h sshs s h f sc experiences.Adswillsupportthisimageandintroducethenewproduct,aswellasconnecttheAIMbrandwithconsumerlifestyles.

rcc wh ConstantConnectors shw h hsw s, s--s c h c whh fs-c sp Constant Connectorsh s h sc w h cc sh h s ss f h

sl s im sc ssc ffs ch hs c

aim s cc whConstant Connectors s im sc c hrstall-inclusivesocialmediaprovider.

CHallenge

CampaignobjeCtiveS

Campaign CommuniCation Strategy


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CommuniCation purpoSercc Constant Connectors wh h aim s huseofitsfulllineofsocialmediaproducts.Thecampaigncommunicationw c h aim s h aim sc hhsss h , c f h feeloftheAIMproduct.Constant Connectors s wh huseandenjoyAIMservicesandwhytheyshouldbeusingAIMsocialmedia.

target audienCeth c s 18- 24-- s fs, wh w f s Constant Connectors.Theseindividualsarehyper-active,trendy,tech-savvy,anddependentonfastandeasycommunication.Connectionswithfriendsandsociallivesareveryimportanttoourtargetaudience.Thisage s wh f, c, h -chworld.

key inSigHtConstant Connectors h s cc s ch wheveryfacetoftheirlives.AIMhasthecapabilitiestomeetthisneedbetterh h sc w c cs ffs socialnetworkingservicesitscompetitorsareseekingtooffer.Essentially,AIMalreadyhasthemeanstobecometherstone-stop-shopforsocialmedia.

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ConCeptualize


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aim s sc c BuddyListwithAIMConnection.AIMConnectionisnotanupdate.ItisnotAIM6.6.Itisanewproduct.Itisanidentitythatconsumerscaneasilyrecognize.

aims sc s cwh h f w h h fAIMBuddyList:tabs.Thesecustomizabletabsw Constant Connectors ccss f hsocialoutletsfromoneplace.

mas

C g CsFcFgsgsHh & d

Hscsjs

l@aol mQsmsmscppcsps

r esSh

Ss | Fs tstusyw ps

tab CuStomization optionS

taglineWHy it WorkS

k s s cc Constant Connectors f cf whth sc h f s wh ww c wh Constant ConnectorsWordsthatllintheblankillustratethelimitlessways whch aim ccs css wh sc sths cc c cc c sff wsth s s aim f s cs - f h h h sc h s

12

tHe big idea

aim ConneCtion

k s

elementS oF tHe adSt k s _______ wh h sc f s sc fConstant Connectors svs c f h aim c (wmessage,prole,tab,etc.)aim Cc www.aim.com-calltoactiontocheckoutthenewc

o c f ss aim Ccs f s s h ws ConstantConnectorstoembraceafamiliarproductinamoresociallyrelaventway.


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r wh fs thatcrazyroadtriplastsummer?Itmighth f h c wwhereyouweregoing.Thenagain,thestorymightnotbenearlyasfunnythatway.WithacustomizableMapQuesttab,AIMCc s h yourway.

aWay print adkeep tabS on yourdireCtionS


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YouareippingthroughthelatestissueofRollingStone wh s css wartistthatyouhaveneverheardof.Youdenitelyw s hs sc aim chelpyou.

r scs fbookmarkingyourfavoritepages,whichreectshw h aim Cc c s

AIMbeyondtheBuddyListandintoyourmusic.

interaCtive tabprint adkeep tabS on your muSiC

14


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Shethoughtshehadnallymetaniceguy-toobadshewasnttheonlyone.

aim Cc s s h s s, fs, s hh s b lsaccesstoAIMProles.

proFile print adkeep tabS on your dateS


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drink SleeveS

th cs s s h s hs sfromformingonthebar;itsactuallyanAIMawaymessage.Byfollowingthe

scs h c, c c f s scheck,whiletheotherissuretohelpyouacquiresomescreennames.Takethemh wh h f h h w c s nightlifewithAIMConnection.

y s h c f cff, h

fsh w aim w ss fsh hnewAIMConnection.

CoaSterSkeep tabS on yourCaFFeine

keep tabS on your drink


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th c h s c ; hs

cs cs ss f aim Cc h sh w aim ss cs s ff scnetworkingbothonlineandinreallife.

table tentSkeep tabS on your buddieS

buddies

k s

www.aim.com

tab your muSiC tour

Featuring:O.A.R.andTheGame,andcs nc Sws d m

H cs oCtober 12

www.aim.com


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y vip cs w cc f h w

whenthestageliterallystartstorockandroll.Thebandisinterruptedbyaquickjolt.ItturnsoutthattheconcertwasbroadcastinglivefromanAIMConnectiontabthathasjustbeenpulledout.Nowyouarejustaclickawayfromkeepingtabsonallofthelatestmusic.

30-SeCond online CommerCial, ConCert

k s music

www.aim.com


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30-SeCond online CommerCial, Celebrity

y wch f c h w w h

redcarpetwhensuddenlyamishapunfolds.Herembarassmentisinterruptedbyasuddenjolt.Yousoonndoutthattheredcarpetsc s c f s aim Cc h hsjustbeenpulledout.Nowyouarejustaclickawayfromkeepingtabsonallofthelatestcelebritygossip.

k s celebrities

www.aim.com


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Istheadonthatbussheltermoving?Asyouwalkpastthew-f h, f ss ssh f gettingreadyforanightonthetown.Thesecondframetakes s h wh c f fsopeningupfromyourAIMProletab.

as h c s f w h coffeerun,youcomeface-to-facewithanunderstandingvoice.Youmightbejust

aninternnow,butkeeptabsonyourfutureandyoullbegoingplaces.

buS SHelter

keep tabS on yournigHtliFe

keep tabS on your Future

billboard & buS Wrap

k s

www.aim.com

nightlife

k s

www.aim.com

nightlife


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Wh c s s schtosupportit,AIMwillcapitalizeontheopportunitiesfoundinoursch sh s sh wh Constant Connectors.ps w c cc wh h ffincentivestoinvestigateAIManditsnewfeatures.Ourfocuss -ssh Constant Connectors wh aim createanew,positiverelationshipwithAIMProles.

ph sh s f sc wsites.TogetConstant ConnectorstouseAIMProleswewillc h hs c css, whch w cconsumerstothephoto-sharingfeatureonthesite.

l h f fs hs hConstant Connectors w h sc s c w ccbh w s c c ss h sAIMProlewheretheycanthenviewtheirphotos

overvieW

ConneCt

aim pHoto bootH


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Put it on

my tab

OnSeptember1,2008viralAIMbuzzbubbleswillshatterh c f cs f h h c faim Ccaim s w c cs cs sch s wws, cssw ss, s,andrehydrantsW f hss h ff h csaim s w c h ch s csandcreatingbuzz

o S 15, 2008 aim Cc w chaim S ts w css cch s c wh Constant ConnectorsSs c h cs aim hhS s w c h c ty msc t s:

aim -shsAIMashdrivesF cc cs

Run FoR

youR LiFe

09.15.08

Feed me

09.15.08

Have a

Seat

09.15.08

Fall promotionS

aim buzz bubbleS aim ConneCtion launCH


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tour SCHeduleS d, Ca - S d SPhoenix,AZ-ArizonaStateas, tx - us f tst-b, tx - ts a&mb, Co - us fClc, ne - us fnsC, mo - us fmssgs, Fl - us fFa, ga - g S

us

ms, Wi - us fWscsChc, il - nhws

us us f is Chclf, in - p usCs, oH - oh Susa a, mi - us fmchus p ,pa - p Susnw y C, ny - nw yusbs, ma - bs us

th t y msc t hs h S dc ff h 17-c S s w cs h

cc w f cs aimchsCc ff s, h fs:BandO.A.R.r th gC nc SwsC d m

th w fc h ssc f aim whfs f

tab your muSiC tour


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AccordingtoIamnext.com,74%ofcollege

ss so mch 1, 2009 aim s s css s 4,000 s s csOutttingstudentswithgearforvacationsw sch h ch hh cs h aimProles

Spring promotionS

7%29%

33%

31%

S tsmchs

r t kt y msc t

promotionSbudget alloCation

road trip Survival kit

promotionvsassmpsS t psS t p dS t ps brvF (s)Fsh dsr t S kst-shstotal CoSt

Quanitity1717

12882

155300

11

323018000072,00018000

total CoSt$216,002.00

$1,260,000.00$12,882.00$90,000.00$20,550.00$7,500.00

$100,000.00$93,000.00$10,300.00

$1,260,000.00$1,329,120.00$144,000.00

$4,543,354.00

pr and promotionSbudget overvieW

ks c:msaim cs r 09Fs s$5iTunesgiftcerticatesnc wTravel-sizetissuesaim ww cs


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i ffc ch sw h s ch f 70% frequencyof3.0.Thisreachlevelwaschs cs aim s ssh, s scc wh htargetmarket.DeterminedbyusingtheOstrowModel,thefrequencyof3.0willh s wss f h AIMimage.Withthewidevarietyof hcs s

h ss, Constant Connectorsw ch s ws h c ch frequency.

o s ch h ConstantConnectors hh s s ftraditionalandnon-traditionalmedia.t cc wh h ch-f sfConstant Connectos willincludeemergingmedia.Based sch, w h cch h fw w cs ss f ch ConstantConnectors.

total mediabudget

$15,126,239

Quarterly budget1:$6,925,758.922:$2,781,803.923:$3,480,968.914:$1,937,707.25

media Spending

ContaCt

o tvScs

bs Shs

Magazines

ic pcs

b is

bs

ph bhs

i

v bs

oh

Online TV

22%

Scoreboards

18%

Bus Shelters15%

Magazines

14%

Interactive Projections

10%

Building Illuminations

5%

Billboards

5%

Photo Booths

3%

Internet

2%

Viral Bubbles

2%

Other

4%

reaCH andFreQuenCy

SCHedulingth w c-ff S1, 2008 c hhAugust31,2009.Auniqueformofh cs w s hh h c s

thatthemediaappearslessintrusive.C ch s css hh hc w ch f htarget.Non-traditionalmediawillbech hh h c fc h ss variety.Othermediawillbeintroducedhh h s seasonalityandpromotionalevents.

media mixStrategy


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Media Vehicle September October November December January February March April May June July August GRP's Impressions Cost

6|13|20|27 4|11|18|25 1|8|15|22|29 6|13|20|27 3|10|17|24|31 7|14|21|28 7|14|21|28 4|11|18|25 2|9|16|23|30 6|13|20|27 4|11|18|25 1|8|15|22|29

Magazines $2,168,829

Allure 19,449,336

ESPN 23,400,000

Rolling Stone 18,826,488

College Newspapers 396,000 $79,380

Billboards 1,660,426,610 $720,000

Online TV (Total :45) $3,284,000

Episode Sponsorship,:30, :30, :15 840 28,600,000

Internet $360,000

Banner Ads

Photo Booths $504,000

Bus Wraps $216,000

Scoreboard $2,700,000College Football Games 6,654,413

Table Tents $4,950

College dining halls

Bus Shelters $2,270,000

Coasters $68,040

College Bars 324,000

Building Illumination $756,000

Podcast Sponsorship $50,000

Product Placement 280 $140,000

Viral Speech Bubbles 810,000 $257,040

Recommendation: Place 200 viral speech bubbles on each college campus during first two weeks prior to launch of campaign

Coffee Sleeves $13,000

Recommendation: Place in local coffee shops around campus during the cold months

Interactive Projections $1,535,000

Recommendation: Place in highly populated areas on college campuses

Total Impressions 1,758,886,847Total Cost $15,126,239

Total GRP's 1120

Recommendation: Place projection ads in each market

Recommendation: Sponsor a Podcast on iTunes

Recommendation: An episode of The Office and Gossip Girl

Recommendation: 1 4-Color full page ad in Allure, ESPN and Rolling Stone each month

Recommendation: All regular season home games for 16 targeted college campuses in each market

Recommendation: Place table tents on college dining hall tables in each market

Recommendation: Place ads on 2 bus shelters in each market

Recommendation: Place coasters in 5 bars in each market

Recommendation: Place 3 ads prior to each event (total of 6 times) in each market

Recommendation: Place 2 bus wraps on city buses in each market

Recommendation: Place 2 interactive billboards in each market

Recommendation: ABC's Greys Anatomy, NBC's The Office and Heroes and CBS's CSI

Recommendation: Place Internet banner ads on Web sites including ESPN.com, MTV.com and Weather.com

Recommendation: Place photo booths in malls and movie theatres in each market

billboards in each market

,

(Total 1m 15s)


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internetbannerS

pc h f h ConstantConnectorWebsites:MTV.com,ESPN.comandWeather.comy-

Cs: $360,000

aim pHotobootH

Cs h hs wh aim s hst h, ss s c aim sc AreceiptwillprintaspecializedURL

directingthemtotheirAIMProleto h h

Cs: $504,000

buS-tranSitSpc w ss ch y-rchs -h- ConstantConnectors

Cs: $216,000

SCoreboardS72% f 18-29 sc

hss s ss fs cc Cnn/uSa t g W ss hs f 16 ccss

Cs: $2,700,000

table tentSds hs ch f sW s h s

Cs: $4,950

buS SHelterStw s shs y-rchs -h- Constant

ConnectorsCs: $2,270,000

CoaSterS inbarS

ds s ss c css h shh h

Cs: $68,040

buildingillumination

l f chc C c 300 f Utilizedineachmarketduringthe f c fc sss

Cs: $756,000

podCaStSponSorSHip

acc cSc, 18- 24--s cs 29% fcs ss

ms w 63% f cs ss aim w ss cs f shs ts30-sc f h csaim s hh cs h h c

Cs: $50,000

produCtplaCement

acc tv h ns, thOfcehasnearly8millionviewerspersApproximately4.7millionofthosews w h 18- 49-- saim w c gssGirlandTheOfceduringthesecondq f h c

Cs: $140,000

SpeeCH bubbleSach cs cs,suchasbenches,rehydrantsor

ssCs: $257,040

CoFFee CupSleeveS

Cff c s w c w-f-h s ss cffwh fspc s hh cff shs hh ch

Cs: $13,000

video projeCtiond, 3-d, c c f s s cs

Cs: $1,535,000

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magazineS12-h ssco, f-c, f- ss:Allure, ESPN, Rolling Stone

Cs: $2,168,829

CollegeneWSpaperS

acc 2006 C nwsrsh S, 44% f cs h s fh c wss fq (2 w)Hf-, c--wh sW h s h w ch

W c aim sCs: $79,380

billboardStw s f 12 hslcs chs s ww s c cssSs s fc hhfqc

Cs: $720,000

online tvacc kw nws, 49%

f w tv ws cs s cs fsss f h f s h i ssShw : abCs gs a,NBCsTheOfceandHeroes,andCbSs CSiaim c s ss h s fh shw f 15 scstw 30-sc ss shwC s s

Cs: $3,284,000

traditional non-traditional


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th c w 17 cs 18 f h

s c css neareachcity.Amajorityof s c c css h18-to24-year-oldagerange.W css-fc h sss h c whh s hcs fConstant Connectors cctoSRDSdata.

WeStph, azS d, Ca

b, Co

midWeStC, moChc, ilCs, oHa a, milf, in

ms, Wi

eaStus p, panw y C, ny

bs, ma

SoutHa, gaas, txlc, negs, Fl

t-b, tx

geograpHy


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Campaign evaluation

i h ffcss f promotionalexecutions,copytestingwasperformed.Wecc fcs s wh f 28 oh usstudentsofallmajorsandgradelevels.Eachfocusgrouplastedabout30minutes.

ThefocusgroupsreconrmedourprimaryresearchaboutConstant Connectors h scs stowardadvertising.Whenitcomestotraditionalmediaversusnon-traditionalmedia,ourparticipantsfavoredthelatter.Unless hs c f qss -cch

elements,theywillnotpayattentiontoit.

o, Constant Connectors s s h h w ; s w c whh c s, hw, aim css fast-pacedlivesandareirritatedbyadsthatslowthemdown.m sch s s ss, s, i s, ss, s h h f whs ffc c h ss, hs s hhawareness.

t s, roi fwh aim Cc C, w c h

proceduresoutlinedtotheright.

b s hs cs w c c cs fh f ffs moreeffective.

ms ws/s f aim Cc f h c

UtilizeuniqueURLsandmeasureeffectivenessofmediacs c cs h ssms wss, f ssssc f f h c ch, hhi ss h ws

Copy teSting

meaSuring and monitoringreturn on inveStment (roi)


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m ksc, e C, r ds, C C, l Wc, k b, mch H,RyanBockmuller,CaraFitzgerald,LaurenMiller.NotPictured:JeffScardino.

direCtorS leFt to rigHt:

Campaign buddieS


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Campaign direCtorSe Cm ksc

marketing buddieSl m, direCtorr dsk mjs y

Creative buddieSCaraFitzgerald,direCtor

jff Sc, direCtorj asl asSc al Cts djhr djss FLizFollet

mch Hm pas pvc rssC ScCc Sa SwLizWestendorfl Wc

promo and pr buddieSr bc, direCtorr ds, direCtorl as

l Cts djhk ksjss jhsLauraMarczikaj pcCc S

media buddieSk b, direCtorC C, direCtorr dsLizFolletk ksm kl mk mls n

j p

preSentation buddieSr dsLizFolletl mk mvc rss

produCtion buddieSmch H, direCtorl Wc, direCtorl as

C Cl Cjss Fa ghAndreaKozakewichLauraMarczikal mm pas pvc rss

Cc Sa Sw

SpeCial tHankS toDr.HongChengC dsDr.JaneSojkaDr.CarsonWagner

Sh bSh Hj HC khffSh lcmh mj pj ScSh Swfl W

31

Campaign buddieS

bibliograpHy


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ths c ws c s aInDesignCS3,IllustratorCS3andPhotoshopCS3.AlloperationswereperformedonaMacintoshcomputer.th fcs s a, Hc n, jsMeAgainDownHere.TheprintingwasdonebyOhious p ghcs Scs wquarterof2008.

bibliograpHy

32

pr and promotionS

media2006 C nws S

http://www.y2m.com/research/les/ReadershipSurvey06.pdf

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