1. Sample Clinical Research Study Advertising Options and Budget Estimates [Includes Radio, Cable and Online] 9.1.11

2. 2 Spot Radio Advertising :60 radio message Radio ad production = $4,500 for one announcer and one patient or doctor (similar to Michigan Difference radio ads) = $2,225 for announcer only = $0 for live or recorded reads by radio station personnel 1-week schedule = $7,179 3-4 week lead time Includes stations targeting adults 40-80 years of age such as:

3. 3 Traffic Radio Advertising :10 Traffic radio spot can be tailored to each audience and has no production fees. It allows for flexibility to run a different messaging on different stations (1-2 stations can be omitted). 20 spots/wk for $2,436/wk (minimum) 30 spots/wk for $3,654/wk 40 spots/wk for $4,872/wk StationFrequencyFormat CIDR93.9FMAdult Album Alternative CIMX88.7FMAlternative CKLW800AMNews/Talk CKWW580AMAdult Standards WCHB1200AMGospel WCSX94.7FMClassic Rock WDET101.9FMNPR WDMK105.9FMUrban Adult Contemporary WDTK1400AMNews/Talk WDZH98.7FMSmooth Jazz WGPR107.5FMUrban Adult Contemporary WHTD102.7FMUrban WJR760AMTalk WOMC104.3FMOldies WRCJ90.9FMClassical WRIF101.1FMActive Rock WWJ950AMNews WXYT1270AMSports WXYT97.1FMSports WYCD99.5FMCountry

4. 4 Cable TV Options Interconnect Covers the entire Detroit Media Area $12,667/week Soft Systems Wayne #22 and Ann Arbor #1 $4,724 total/week Production costs: Simple, basic motion graphics, voice overs and stock music = ~$6,000 (Additional “talent” costs if doctor or patient is on-camera) 4-5 week lead time for production and media negotiations Daytime, Weekend Daytime, and Late Night dayparts (with emphasis on Late Night)

5. 5 In-Text Online Advertising Identify keywords/ phrases in articles with significant relevance to X study Target Southeastern Michigan (50 mile radius outside Ann Arbor) Links to study details page or other web site $10,000 for 2-month schedule Approx. 3,300 clicks throughout campaign In-Text Format - Ad appears when user mouses over text link within article. UMHS pays only once user clicks on the ad.