Hometown Furniture A Customized Marketing Program Prepared exclusively for: Alice Smith Managing Partner Hometown Furniture by Bill Jones Account Executive WRAB Radio

Your Marketing Objectives You told us you want to : 1Stay ahead of your competitors oOther furniture stores oDepartment stores oDiscount and mega stores 2Increase your business oAmong your primary consumer target: Married women, age qAmong new potential new consumer targets Adults 45+ 3Establish a unique market position for Hometown Furniture A Customized Marketing Program from WRAB Prepared exclusively for: Alice Smith Managing Partner hometown Furniture Page #2

The Research Shows 1You’re in a very competitive business qYou have at least 170 direct competitors in this market 60 local furniture stores locations* 32 local department store locations* 78 discount and mega stores locations that carry some at least some furniture inventory* *Source: Local Yellow Pages Directory 2You can increase business oBy reaching and influencing your primary consumer target 55% of furniture buyers are women *** 35% of furniture buyers are women age 25-54** oBy reaching a new market of older consumers 20% of furniture buyers are empty nesters *** 49% of furniture buyers are age 45+ *** 16% of furniture buyers are age 65+ *** **Source: Simmons Market Research, 1996 ***Source: Home Furnishings Executive, June You should establish a unique market position oBased on how furniture buyers choose a store *** 76% say price is an important consideration 47% say quality of product is an important consideration 39% say convenient location is an important consideration 26% say selection is an important consideration ***Source: Home Furnishings Executive, June 1996 A Customized Marketing Program from WRAB Prepared exclusively for: Alice Smith Managing Partner hometown Furniture Page #3

You Need Radio 1You’ll stand out from the competition on Radio qYou’ll reach your best customers and prospects with Radio Radio reaches 95% of adults week and 77% of adults each day * Adults listen to Radio 23 hours per week and over 3 hours per day** qYour commercials will stand out and stand alone on Radio, as opposed to the typical side-by-side placement in the newspaper. *Source: RADAR 53, Spring 1996, Statistical Research, Inc. **Source: Arbitron National Database, Spring You’ll increase business with Radio oYou can reach and influence your primary target with Radio Radio reaches 97% of women age each week Radio reaches 78% of women age each day oYou can reach a new market of older consumers with Radio Radio reaches 96% of adults age each week Radio reaches 78% of adults age each day **Source: Simmons Market Research, 1996 ***Source: Home Furnishings Executive, June You’ll establish a unique position with Radio qOnly with Radio can you enjoy the market reach and message frequency necessary to building top of mind awareness qYou can also afford to run separate campaigns that effectively reach and influence each of your target consumer groups A Customized Marketing Program from WRAB Prepared exclusively for: Alice Smith Managing Partner hometown Furniture Page #3

You Need WRAB 1You’ll stand out from the competition on WRAB qYour unique & creative messages, written and produced by WRAB, will grab the attention of a large & loyal audience. qYour messages will stand alone on WRAB. We guarantee at least 12 minutes of competitive advertiser separation. qOn WRAB, you can afford the message frequency necessary to breaking through competitive media clutter 2You’ll increase business with WRAB- AM 600 oYou’ll continue to reach and influence your primary target of women age 25-45, 25% of WRAB’s large and loyal audience. ** oYou’ll also tap into the lucrative market of “empty nesters.” 60% of WRAB’s large and loyal audience are affluent adults age 45+ ** **Source: Simmons Market Research, You’ll establish a unique position with WRAB qWRAB’s research and marketing departments will help you create powerful selling proposition to maximize sales and establish a strong and positive image for Hometown Furniture. qYour sponsorship of selected, high-impact programs will position Hometown as the destination location for area furniture shoppers qYour position and image will be enhanced through your continued association with WRAB’s well known, trusted, and highly respected personalities. A Customized Marketing Program from WRAB Prepared exclusively for: Alice Smith Managing Partner hometown Furniture Page #3

Your WRAB Marketing Plan 1Objectives: qMake your advertising stand out from the intense competition. qReach and positively influence women age qBuild a new market with adults age 45+ (empty nesters) qCreate a unique market position for Hometown Furniture 2Approach: qDevelop two separate, yet complimentary Radio marketing programs qProgram #1 targeted toward women age qProgram #2 targeted toward middle-age adults 45+ (empty nesters) qCreate series of innovative and creative commercial messages qGenerate advertising impact through vertical saturation scheduling qEstablish Hometown Furniture as the “ 3You’ll establish a unique position with WRAB qWRAB’s research and marketing departments will help you create powerful selling proposition to maximize sales and establish a strong and positive image for Hometown Furniture. qYour sponsorship of selected, high-impact programs will position Hometown as the destination location for area furniture shoppers qYour position and image will be enhanced through your continued association with WRAB’s well known, trusted, and highly respected personalities. A Customized Marketing Program from WRAB Prepared exclusively for: Alice Smith Managing Partner hometown Furniture Page #3