1. Up Front Marketing

2. Don’t You Wish You Had it All Together? Cell PhoneCell Phone PlannerPlanner Text MessagingText Messaging Wireless WebWireless Web Voice Recognition!Voice Recognition!

3. Target Markets Career ProfessionalsCareer Professionals College StudentsCollege Students Soccer Moms and DadsSoccer Moms and Dads

4. Our Campaign Goals Expand market share to #1 in PDA salesExpand market share to #1 in PDA sales Increase product awarenessIncrease product awareness Establish brand equityEstablish brand equity

5. Handspring Trails Behind Palm Source: ZD Net News

6. What’s Going On? Lydia - IntroductionLydia - Introduction Emi – Print AdvertisingEmi – Print Advertising Jason – Internet AdvertisingJason – Internet Advertising Vida – Television AdvertisingVida – Television Advertising Ann – Promotions and PublicityAnn – Promotions and Publicity Jeanne – Financials and ConclusionJeanne – Financials and Conclusion

7. Print Advertising College Students

8. Magazine Advertisement Facilitates acceptance of the adFacilitates acceptance of the ad Influences interpretation of the adInfluences interpretation of the ad Targets with precisionTargets with precision

9. Advertising Revenue on the Rise Source:Publishers Information Bureau

10. Why Print Ads for Students? High readership in college studentsHigh readership in college students Ad awareness links to purchase intentAd awareness links to purchase intent Directly influences studentsDirectly influences students

11. Print Ad Sample

12. Internet Advertising Broad Ranging Market

13. Growth of Internet Audience Net fastest growing medium in historyNet fastest growing medium in history TV audiences migrating to the NetTV audiences migrating to the Net More women are onlineMore women are online

14. Viability as Advertising Medium Internet has a relatively low costInternet has a relatively low cost Provides broad exposureProvides broad exposure Internet advertising industry growsInternet advertising industry grows

15. Increase Sales Potential

16. Effectiveness of the Internet Raises brand awarenessRaises brand awareness Improves brand perceptionImproves brand perception Increases potential for salesIncreases potential for sales

17. Internet Banner Samples

18. TV Advertising Targeting Stay At Home Parents

19. Why Television for Parents? Guarantees reach to audienceGuarantees reach to audience Gives a thorough presentationGives a thorough presentation Connects with audienceConnects with audience

20. Major Research Findings Increased responsibilities in targetIncreased responsibilities in target Target audience is modernizingTarget audience is modernizing Target audience is growingTarget audience is growing

21. Target Audience Growth

22. Promotions and Publicity Get It Out There

23. Promotional Offers Increases effectiveness of campaignIncreases effectiveness of campaign Informs, persuades, reminds/reinforcesInforms, persuades, reminds/reinforces Provides incentive for consumersProvides incentive for consumers

24. Price Promotions Source: Apr. 2000 Jupiter Communications Inc.

25. The Matrix Revolutions Introduces product to wide audienceIntroduces product to wide audience Brings attention to product featuresBrings attention to product features Ultimately creates brand equityUltimately creates brand equity

26. Benefits of Brand Equity More income from intangible benefitsMore income from intangible benefits Maintains higher product awarenessMaintains higher product awareness Good defense against competitorsGood defense against competitors

27. Financial Analysis The Bottom Line

28. Financial Breakdown Media Budget % Budget Revenue Forecast Print Ads $ 675,00013.5% $ 12,000,000 Internet $ 575,00011.5% $ 9,000,000 TV $ 2,750,00055.0% $ 69,000,000 Promotions $ 1,000,00020.0% $ 10,000,000 Total $ 5,000,000 $ 100,000,000

29. ROI Forecast

30. Summary Reach new target marketsReach new target markets Achieve advertising effectivenessAchieve advertising effectiveness Accept our recommendationsAccept our recommendations

31. Now That You Have It All Together! Any Questions?