1. Prepared exclusively for: Mary Smith Media Planner Brown Advertising Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com A Custom Marketing Program for Acme Computer on

2. Acme Computer’s 4Increase sales for personal computers zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 4Educate consumers about the benefits of owning a home PC zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 4Jump start your annual Fall Clearance Sale zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk Advertising Objectives Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com

3. Competitive Advantages 1. You have a convenient location zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 2. You enjoy a low price image zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 3. You carry a large selection of merchandise zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk A Customized Marketing Program from Hot 98 Prepared exclusively for: Mary Smith Media Planner Brown Advertising Page #2 Acme Computer’s

4. Competitive Disadvantages 1. You have only one location zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 2. The computer super-stores dominate the market zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk 3. You don’t have any name recognition, especially in the home PC market. zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com Acme Computer’s

5. Consumer Research 1. Increase sales of personal computers zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk lkkllx jfjfoeeof coejfvovov eeeovnv eeff dkfkdkfdkdfdfkdhdgfhdf dkffdedoiiodfjf dkdkfdfjfd ddkfkdfjd dkfkfdjfjdkf dkfkfdjdkdfdjd 2. Educate consumers about the benefits of owning a home PC zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk nkoadondon xcnmvdke cxmcskd ckackc dxvnmvdikvdidv xkx dnddksak vvndiaoia nnxixaoa a 3. Jump start your annual Fall Clearance Sale zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk kjkkkjkj uiiuiuiu rerdrdrdr trtee dtdtdtdd fgtdftdtdtd dtdtdtdtdt dt kkjkjkjk ougugu 98989i frfrtftt dftyydtydt dtyytdydrt dtyytrtdd dtyyd Acme Computer’s Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com

6. Why Radio is the right choice for 1. You’ll increase sales for personal computers when you advertise on radio because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn 2. You’ll educate consumers about the benefits of owning a home PC when you advertise on radio because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn 3. You’ll jump start your annual Fall Clearance Sale when you advertise on radio because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn Acme Computers 11 Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com

7. Why is the best choice 1. You’ll increase sales for personal computers when you advertise on HOT 98 because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn 2. You’ll educate consumers about the benefits of owning a home PC when you advertise on HOT 98 because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj j sjsj ksksko j jks js s sk vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn 3. You’ll jump start your annual Fall Clearance Sale when you advertise on HOT 98 because: zxcvbnm,vndkjei ekdigdid ekeoedppw dkdcw dvnbdio ckd dkdl vdkjvd lwvk woskdc k kjsj vssknd n sskdkdsksx scvs skdos kn dvkdkos ddksnv ksoksbn districtskdkslkvgskdlsk ekdkd sdkaa ensl kwo sdnnxkxk Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com Acme Computers

8. The Marketing Plan for This comprehensive program was custom designed by the Radio marketing professionals at HOT 98 to ensure that Acme Computers will successfully: 1. Increase sales of personal computers. 2. Educate consumers about the benefits of owning a personal computer. 3. Jump start your annual back-Fall Clearance Sale. The program will reach and motivate your target consumers: Men 25-49 ; Women 25-54 The advertising copy will communicate these important points: 1. Acme is your one-stop personal computer center. 2. 21 reasons you should own a personal computer. 3. The Acme Fall Clearance Sale is a great time to save. The program will help you maximize these competitive advantages: 1. Your convenient location. 2. Your low price image. 3. Your large selection of merchandise. The program will help you minimize these competitive disadvantages: 1. Your convenient location. 2. Your low price image. 3. Your large selection of merchandise. Acme Computers

9. Your Radio Marketing Schedule Flight Dates: 10/5/98 - 10/31/98 Flight Description: Weekly Fall Clearance Sale Support Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com