Meida Plan for Orscheln Farm & Home

Prepared by C. Bumeter, Feb. 28, 2011

Media Buy Overview

Media Buy Overview

Media Vehicles No. of Insertions Total Cost CPM

Television
The Dog Whisperer 162 $54,972 $3.76
It's Me or the Dog 486 $148,424 $4.18
TOTAL/AVG TV 648 $203,396 $3.97

Radio
Indianoplis -- WFMS 350 $330,190 $ 6.41
Indianoplis -- WLHK 300 $108,810 $ 6.70
Kansas City-- KBEQ 200 $104,760 $ 6.03
Louisville-- WAMZ 150 $70,470 $ 6.04
ALL RADIO TOTALS/AVG 1000 $614,230 $6.29

Magazines
AKC Family Dog 2 $28,580 $20.89
AKC Gazette 2 $9,200 $41.44
Bark 2 $9,500 $31.67
Dog Fancy 2 $30,060 $30.30
Dog World 2 $15,200 $66.67
Dogs USA 2 $29,400 $38.08
TOTAL/AVG MAGAZINES 12 $121,940 $38.18

Newspapers
The Indianapolis Star - Home 4 $149,076 $13.47

The Journal Gazette*News-Sentinel - Outdoors Page 4 $66,528 $5.63

The Kansas City Star -Outdoor 4 $209,280 $11.59
The Courier Times -Home & Garden 4 $108,120 $5.88
TOTAL/AVG NEWSPAPERS 16 $533,004 $9.14

Internet
Animal.Discovery.com 1,200 $48,000 n/a
Nextdaypets.com/directory/breeds 80 $3,200 n/a
Dogchannel.com 200 $8,000 n/a
Dogs.net 1,400 $40,000 n/a
Dogs.about.com 800 $32,000 n/a
AKC.org 800 $32,000 n/a
Greatdogsite.com 200 $8,000 n/a
Thebreedofdogs.com 80 $3,200 n/a
Dogbreedinfo.com 120 $4,800 n/a
BANNERS TOTAL/AVG 3,680 $131,200 n/a

Google Search 47,100 $58,089 $1,240.00

TOTAL/AVG 5,356 $1,603,770 $14.40

Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

Magazine Placements

Total Pass- Total

Cost / Ad Ad Ad # of campaign Circ along audience
Magazine Name (Gross) Size Position Insertions cost (000) estimate (000) CPM

AKC Family Dog $14,290 1 page inside 2 $28,580 171 4.0 684 $20.89
AKC Gazette $4,600 1 page inside 2 $9,200 37 3.0 111 $41.44
Bark $4,750 1 page inside 2 $9,500 75 2.0 150 $31.67
Dog Fancy $15,030 1 page inside 2 $30,060 248 2.0 496 $30.30
Dog World $7,600 1 page 2nd cover 2 $15,200 38 3.0 114 $66.67
Dogs USA $14,700 1 page inside 2 $29,400 193 2.0 386 $38.08

Magazine Totals/Avg $10,162 12 $121,940 762 2.7 1941 $38.18

(avg) (total) (total) (total) (avg) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

Newspaper Placements

Pass- Total
Day of Ad Size Cost/Col. Gross # of along Audience
Publication Name Week Section (col.in.) Inch Cost / ad Insertions Total Cost Circ (000) estimate (000) CPM

The Indianapolis Star Saturday Home 123 $303 $37,269 4 $149,076 1,383 2 2,766 $13.47
The Journal
Gazette*News- Outdoors
Sentinel Sunday Page 126 $132 $16,632 4 $66,528 1,478 2 2,956 $5.63

The Kansas City Star Sunday Outdoor 120 $436 $52,320 4 $209,280 2,257 2 4,514 $11.59
Home &
The Courier Times Saturday Garden 85 $318 $27,030 4 $108,120 2,300 2 4,600 $5.88
Newspaper
Totals/AVG 113.5 $297 $33,313 16 $533,004 7,418 2 14,836 $9.14
(avg) (avg) (avg) (total) (total) (total) (avg) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

Radio Placements

Cost per
Rating Persons 12+ In Listeners of point Cost per : No. of CPM
Program Format Daypart Rating (%) Market station (CPP) 60 ad Insertions Total Cost (Listeners)

Indianoplis -- WFMS Country AM 10.6 10.6% 1,388,800 147,213 $89 $943 350 $330,190 $ 6.41
Indianoplis -- WLHK Country PM 3.9 3.9% 1,388,800 54,163 $93 $363 300 $108,810 $ 6.70
Kansas City-- KBEQ Country AM 5.4 5.4% 1,607,500 86,805 $97 $524 200 $104,760 $ 6.03
Louisville-- WAMZ Country AM 8.1 8.1% 960,600 77,809 $58 $470 150 $70,470 $ 6.04

All Radio Totals/AVG 7.0 365,990 $84 $575 1000 $614,230 $ 6.29
(total) (avg) (avg) (total) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011
Television Placements

Total
TV HH in HH viewing Viewers Cost per Cost per :30 No. of CPM
Program Rating Rating % Market program #/HH (000) point ad Insertions Total Cost (Viewers)
The Dog Whisperer
Indianapolis 2.0 2.0% 1,072,090 21,442 2.5 54 $219 $438 54 $23,652 $4.09
Kansas City 2.0 2.0% 927,060 18,541 2.5 46 $184 $368 54 $19,872 $3.97
Louisville 2.0 2.0% 657,180 13,144 2.5 33 $106 $212 54 $11,448 $3.23
The Dog Whisperer Total/AVG 53,127 133 $509 $1,018 162 $54,972 $3.76

It's Me Or The Dog

Indianapolis 1.8 1.8% 1,072,090 19,298 2.5 48 $219 $394 162 $63,860 $4.54
Kansas City 1.8 1.8% 927,060 16,687 2.5 42 $184 $331 162 $53,654 $4.41
Louisville 1.8 1.8% 657,180 11,829 2.5 30 $106 $191 162 $30,910 $3.58
It's Me Or The Dog Total/AVG 47,814 120 $509 $916 486 $148,424 $4.18

All TV Totals/AVG 100,941 252 $509 $967 648 $203,396 $3.97

(total) (total) (avg) (avg) (total) (total) (avg)
Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

Internet Placements

total Total No. of

cost/1,000 impressions / total cost / No. of Impressions
Banners impressions month (000) month months (000) Total cost
Animal.Discovery.com $40 300 $12,000 4 1,200 $48,000

Nextdaypets.com/directory/breeds $40 20 $800 4 80 $3,200

Dogchannel.com $40 50 $2,000 4 200 $8,000
Dogs.net $40 250 $10,000 4 1,000 $40,000
Dogs.about.com $40 200 $8,000 4 800 $32,000
AKC.org $40 200 $8,000 4 800 $32,000
Greatdogsite.com $40 50 $2,000 4 200 $8,000
Thebreedofdogs.com $40 20 $800 4 80 $3,200
Dogbreedinfo.com $40 30 $1,200 4 120 $4,800
BANNERS TOTAL/AVG $43,600 4,360 $174,400
(total) (total) (total)
Media Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

Google Keyword-based Search Buys

total
cost/click clicks / No. of
Google Keyword-based ads (CPC) month months total clicks Total cost CPM (CPC)
small breed dog food $1.16 3,500 4 14,000 $16,240 $1,160.00
large breed dog food $1.01 3,500 4 14,000 $14,140 $1,010.00
outdoor dog kennels $1.51 800 4 3,200 $4,832 $1,510.00
healthy dog food $1.68 800 4 3,200 $5,376 $1,680.00
Tick guard $0.05 775 4 3,100 $155 $50.00
electric dog fence $3.09 1,000 4 4,000 $12,360 $3,090.00
insulated dog house $0.99 500 4 2,000 $1,980 $990.00
large breed dog collars $0.75 450 4 1,800 $1,350 $750.00
long dog leash $0.92 450 4 1,800 $1,656 $920.00
Google Totals/Avg $1.24 11,775 47,100 $58,089 $1,240.00
(avg) (total) (total) (total) (avg)
Meida Plan for Orscheln Farm & Home
Prepared by C. Bumeter, Feb. 28, 2011

May June July August

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4

Week 1

Week 2

Week 3

Week 4
Television
The Dog Whisperer X X X X X X X X X X X
It's Me Or The Dog X X X X X X X X X

Radio
Indianoplis -- WFMS X X X X X X X X X
Indianoplis -- WLHK X X X X X X X X X X
Kansas City-- KBEQ X X X X X X X X X
Louisville-- WAMZ X X X X X X X X X X
X
Magazines
AKC Family Dog X X X X X X X X X
AKC Gazette X X X X
Bark X X X X X X X
Dog Fancy X X X X X X X
Dog World X X X
Dogs USA X X X X X
X X
Newspapers
The Indianapolis Star X X X X X X X X
Lebanon Reporter X X X X X X X X
The Kansas City Star X X X X X X X
The Examiner X X X
The Courier Times X X X X X

Internet
Animal.Discovery.com X X X X X X X X X X

Nextdaypets.com/directory/breeds X X X X X X X X X X
Dogchannel.com X X X X X X X X X X
Dogs.net X X X X X X X X X X
Dogs.about.com X X X X X X X X X X
AKC.org X X X X X X X X X X
Greatdogsite.com X X X X X X X X X X
Thebreedofdogs.com X X X X X X X X X X
Dogbreedinfo.com X X X X X X X X X X