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1
Yahoo! Executive Summary
Table of Contents
Executive Summary
...........2
What We Did to Prepare
...........3
The Sweet Spot Model
...........4
Industry Overview
...........5
S.W.O.T. Analysis
...........6
Product Recommendations
...........7
Target Market Analysis Overview...........8
Psychographics
...........9
Teens and the Internet
.........10
Creative Strategy
.........11
Creative
.........12
Print Ads
.........13
Creative Ads & Copy-Test Results........14
TV Commercial
.........15
Media Plan Overview
.........16
Media Plan: Television.
.........17
Media Plan: Internet
.........18
Media Plan: Radio
.........19
Media Plan: Magazine & Cinema .........20
Media Plan: Emerging Media
.........21
Media Plan: “The Sweet Partner” .........22
The IMC/Buzz Programs
.........23
Contests & Sweepstakes,
.........24
Buzz and Promotions
...25-26
The Y Den
.........27
Branded Entertainment Partnership.....28
IMC Buzz Marketing & Promotional
Budget
.........29
Media Allocation
.........30
Flowchart
.........31
Measurement Value Chain
.........32
2
Fast Pace Advertising has developed the “Transformation” campaign: Yahoo!
products transform an ordinary day into an extraordinary day. Our campaign builds a
strong connection with teens who enjoy ads that are fun, silly and convey a convincing
message. We have leveraged what Yahoo! already represents and taken it to the next
level. The strength of the campaign is that it never loses focus of Yahoo!’s values and
meets Yahoo!’s challenge of being fun, without being heavy-handed. The target
audience is composed of teens 13-17 who feel their lives are ordinary, routine and
often uncontrollable. Yahoo! has an advantage over its competitors because of the
breadth of its features and the convenience of having them all in one place and we
bring this to teens through the micro site “The Y Den.” We recommend a broad
based media plan that reflects the diversity of our target audience’s media habits.
Using our Sweet Spot Model we have developed promotions that target teens’
interests and give them reasons to keep coming back to Yahoo!, with promotions such
as Yahoo! Extraordinary Buxx, Challenge to Find Y!, and Challenge the Ordinary Day.
The $10 million budget is expected to reach 89% of the total teen market with a large
portion of the budget dedicated to reach both genders via gender neutral vehicles.
Fast Pace’s Objectives Beyond the Brief
Identify the common “Sweet Spot” shared by all teenagers
Transform the perception of Yahoo! in the minds of teens…not only
making it fun…but making it cool
Go beyond return on investment, but also maximize return on involvement
with Yahoo! by providing teens who visit Yahoo! with a more interactive and
more engaging experience
Most importantly, make Yahoo! the first site they visit in the morning and the last site
they visit at night
Yahoo! What We Did To Prepare
PRIMARY RESEARCH
Surveyed over 150 teens
Conducted focus groups
Conducted one-on-one interviews
Copy-tested creative material
PUBLICATIONS
ABI Inform
AdAge
Adweek
Brandweek
Business Week
Acknowledgments
Fast Pace would like to take an opportunity to thank Dr. Larry
Chiagouris for his admirable dedication, constant mentoring, and
inspiring trust in our team. Thank you Larry for your early
mornings and late nights, for your experience, your guidance, and
most of all your friendship.
In addition we would like to extend our gratitude to the following
individuals and organizations:
Dr. Martin Topol
Mr. Jeff Casper
Ms. Ana Castillo
The Pace University Staff
Catalog Age
And a special thanks to:
Mr. Keith Reinhard, Chairman, DDB Worldwide
for visiting and teaching us to first
“Say it square then add flare”
DSNRetailing Today
Interactive Advertising Bureau Smartbrief
Journal of American Academy of Business
Journal of International Consumer Marketing
Lexis-Nexis Universe
Marketing Week
Media Week
MRI
New Media Age
New York Times
Newsweek
PC Magazine
Simmons
Wall Street Journal
3
President: Siria J. Matos
PR & Promotions: Maria Romano
Financial Management: Ewelina Widomski
Production: Igor Boltyshev, Amani Farhoud, Jahanara Siddiqui
Creative: Weber Chou, Livan Grijalva, Nina Kenigsberg, Svetlana Voynova
IMC Management: Alessandra Antenucci, Breanna Buzzell , Rebecca Novak
Media: Mebrulin Francisco, Alexis Gardella, Tamika Joseph, Anthony Reinhart
Research: Anna Dudik, Claudia Magic, Raymond McNeal, Bhoomi Shah
Getty Images:
200168423-001/Photographers Choice/Getty Images
200146099-001/The Image Bank/Getty Images
200019977-001/The Image Bank/ Getty Images
WEBSITE ANALYSIS
www.alexa.com
www.alloy.com
www.bolt.com
www.clickz.com
www.ezinearticles.com
www.packagedfacts.com
www.sec.gov
www.teenresearch.com
C-NET News.com alerts about Yahoo!
www.punchstock.com
www.gettyimages.com
MARKET REPORTS
Teen Market Profile
(Magazine Publishers of America)
Targeting Teen Consumers
(Newspaper Association of American
Business Analysis and Research
Department)
Marketing To Teens and Tweens Study,
Teens: The Merchants of Cool
Born to be Wired Study: A New Media
Landscape Comes of Age
Yahoo! The Sweet Spot Model
The Sweet Spot Model:
Our Process for Great Communications
Location
Hobbies
Gender
Race
Interests
Age (13-17)
Family Income
Lifestyle
Message
Media Choices
IMC/Buzz Programs
Teens are as complicated to interpret as they are to understand, just ask their parents! Fast Pace Advertising has examined every component of
who teens are and what teens want to arrive at the one specific characteristic that defines EVERY teen. It is something that we refer to as the
“SWEET SPOT.” Our Sweet Spot Model is based on a foundation of extensive research and planning programs. We have studied the buying
habits, attitudes, and preferences of teens across the country. By deriving several key insights, we have identified the key message that resonates
with all teens. A comprehensive analysis of their media habits permitted us to discover the types of media that all teens share in common,
regardless of their individual reading, listening or viewing habits. This knowledge enabled us to surround the teen audience with the chosen
media, assuring a strong penetration of our message to almost every teen, no matter how different he or she may be. Finally, in order to expose
teens to promotions, contests and viral programs that they will want to experience, we identified where they go, how they get there, and where
they want to go .
4
Yahoo! Industry & Company Overview
The Internet, since its introduction, continues to become the wave of the future. The public relies on it and businesses have
begun to use it as another medium to convey product messages. In fact, Internet media is the fastest growing advertising
medium; 4.2% of advertising dollars are expected to be allocated to Internet media in 2005. Online spending is expected to reach
5.7% by 2008.
Yahoo! is a major player among the world’s leading Internet
media companies. Most of its revenue comes from advertisers
who pay to have their products showcased on the Yahoo!
website. Yahoo! offers a variety of products for its consumers:
free e-mail accounts, an online radio, online chatting, PC to
mobile services and a reliable search engine. Yahoo! consolidates
its product offerings, all of which are tailored to fit each user’s
demographic and geographic area. Each Yahoo! product can be
integrated easily into another Yahoo! product.
Yahoo! can be viewed by two different audiences: the advertisers
and the visitors/registered users. The users take advantage of
Yahoo!’s products while advertisers enjoy showcasing their
products or services to more people.
5
AOL has attempted to attract the teen audience
through its new website, AOL Red, and has
thrived through its popular instant messaging
service
GOOGLE is number one in search services and
has seen immense popularity with the
introduction of its e-mail service, G-mail
MSN offers its customers increased storage
space for its ever popular e-mail service and
provides an instant messaging service
Yahoo! S.W.O.T Analysis
One of the world’s leading Internet media companies
Offers numerous products under one umbrella
Is extremely popular and is one of the best known websites
Has the fastest download times among major websites
Currently stands at #1 in online gaming
The main Yahoo website is not very
welcoming to teenagers:
− too crowded with small print,
therefore it is overwhelming
Known primarily as a search engine and
not for the other products and services offered
6
Faces strong outside competition from AOL, MSN,
and GOOGLE:
GOOGLE now has its own e-mail system
AOL has a teen micro site, AOL RED
MSN has a teen micro site, ThreeDegrees
Has recently acquired MusicMatch
Has revamped its search engine, offering more
relevant information to searches
Bought Overture Services
Has acquired the travel engine FareChase
Yahoo! Product Recommendations
Strengths
*
Weaknesses
Recommendations
•Offers a variety of AVATARS and is
integrated with the rest of Yahoo!'s products
•More teens use AOL messaging
•Make a Macintosh version of messenger
more similar to the PC version
•Offers a variety of options such as games,
ring tones and e-mail
•Allows texting through all major phone
companies
•Yahoo!’s homepage is too cluttered to fit
cell phone screens
•Create a customizable screen which is less
cluttered and can be tailored to fit the
personality of teens
•Ranked as number one in the most used
e-mail service
•Increased its e-mail storage space to 1GB
•GOOGLE’s G-mail service offers 1GB of
storage too
•Yahoo's mail service has limited
customization
•Create searchable filters
•Gives more specific and direct searches
•Target audience prefers GOOGLE for
search
•Encourage schools and libraries to teach
teens how to use Yahoo! for their search
needs
•Yahoo! has a link on Yahoo! IM where
teens can chat with other people while
listening and sharing music
•Provides flexibility and control in music
selection
•No current partnership to another
company’s brand to serve as a promotion
•Customizable gateway to the categories of
ads played during video and radio listening
•Yahoo! holds the number one position
•Competition is not far behind
•Make multiplayer games accessible for
more than two people
*We chose Yahoo! Games as the sixth product. Our research shows that online gaming is among the most frequented teen activities
on the Internet. Additionally, Yahoo! is the leader of this market segment.
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Yahoo! Target Market Analysis Overview
With 22.5 million 13-17 year olds in the United States, the
teen market, in actuality, consists of several different
markets that all fall under one umbrella. We understand
that teens are not a homogenous group; they are not
carbon copies of one another. Therefore, there is no ONE
teen that represents the entire group, rather, there are
multiple types of teens that differ greatly from each other.
Our challenge is to find the common link among this
group of individuals across the borders of age, gender,
race, location, attitudes, lifestyles and buying behaviors.
American teenagers take a keen interest in and rely on
modern technology at school and in their daily lives. They
express an interest in computers and cutting edge
technology. These individuals are multi-taskers who crave
independence, freedom and fun. The online environment
allows teens to experience the most freedom and control.
It is an area where they have the ability to view and interact
with content on their own terms. This group values being
in control of their lives and exhibits a strong desire for
individuality in their self-expression.
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Yahoo! Target Market Analysis Psychographics
“This generation is a revolutionary consumer group, actively in control…”
- Wenda Harris Millard, Chief Sales Officer, Yahoo!
Teens are constantly being told what to
do by their parents, teachers, elder
siblings, and relatives. They feel as
though they have no say in anything.
Thus, they have come to embrace the
things they do have power over: music,
entertainment, clothes, and activities.
From our primary research we have
learned what teens crave the most,
POWER and CONTROL over their
lives. Most importantly, they crave the
technology that allows them this level
of control.
Most of the time
Some of the time
Little of the time
Never
Strongly Agree that New Technology Gives Teens
Access to Information that Improves Their Lives
9
80%
Like to be in Control of Their Environment
93%
Staying Informed M akes Them Feel in Control
Interested in Products That Keep Them Up-ToDate
77%
65%
Keep Up With Their Current Events
86%
Hate to be the Last to Find Out About Things
84%
Get Upset When They M iss Out On Things
0%
Teen Multitas kin g
Watching TV
78%
Value Being in Control of Their Lives
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Re ading
84%
Liste ning to
Music
Using a
Compute r
Multiple
Compute r
Activitie s
10%
20%
30%
40%
50%
60%
70%
80%
Concurrent use of multiple media, also
known as “multitasking,” is a practice that
has been increasing at a considerable rate.
Today’s teens frequently use two, three, or
more media simultaneously; they engage in
instant messaging while watching TV,
chatting on the phone, listening to music,
playing a video game, etc. Depending on the
medium, teens report using multiple media
most of the time.
90%
100%
Yahoo! Target Market Analysis - Teens and the Internet
The target market uses the Internet more than any other medium and believes that it is the most
informative and offers the greatest control.
Gives Me The Greatest Control
Teens are extremely savvy consumers
because of the Internet. Access to a vast
amount of information drives the teen
excitement level higher, in turn, making
them harder to market to. Many teens use
the Internet to find more information on the
product or service that interests them.
49%
40%
30%
22%
20%
10%
3%
15%
2%
9%
Eq
ua
l
ad
io
N
A
ll
Ar
e
R
In
te
rn
et
sp
ap
er
s
ew
ag
az
in
es
0%
M
─ 49% of teens state that the Internet gives them the greatest
control over other media
─ 37% of teens state that the Internet is the most informative
medium
50%
is
io
n
For this age group, time spent on the Internet surpasses the time
spent on traditional media
Currently, 22.5 million teens between 13-17 use the Internet
60%
Te
le
v
Teenagers have never known life without the Internet. It enables teens
to express themselves through a different medium that gives them
control like no other.
Teens are active users of the Internet and
prefer to find things out themselves
The Internet enables brands to target teens
in a medium they feel comfortable with and
where they are increasingly seeking entertainment
80% of teens believe the Internet helps them learn
64% of teens access the Internet at home
Average hours spent a week by teens on
different media:
-Internet 17.5 hrs
-T.V. 14.7 hrs
-Radio 13.4 hrs
15% of teen spending is done online
“There are no limits when you’re online. You can do anything. It’s pretty personal. There’s nothing like ‘you have to do this’
when you’re online. You make your own rules. You do whatever you want to do.” – Lisa, 17, Chicago
10
Yahoo! Creative Strategy
Teens want to stay ahead and be on top of everything. They
want to be in control and the Internet provides this control.
Their day to day existence is full of tedium but their vision
and aspirations for themselves are nothing less than exciting,
interesting and fun.
Yahoo! products transform ordinary mundane days and even
moments into something extraordinary for all teens.
Use of the Yahoo! yodel and Life Engine tagline without trying
too hard to be humorous.
Yahoo! has everything a teen can want and use to change their
world…in their way. Yahoo! products have great features and
the best part is that all of them are available in ONE place…
making them easier to find and use!
Yahoo! products give teens a chance to live their lives their way!
Teens can spend QUALITY time on Yahoo!...beyond Return
on Investment, Yahoo! offers Return on INVOLVEMENT!
Friendly, fun and cool, with a dash of teen related weirdness
to resonate with the teen view of the world.
Now that we understand what teens are like, what they want and how they see the world, we need to show teens that
Yahoo! is exactly what they have been looking for. This will be achieved by a creative execution that is fun, cool and
unique. We believe there are two realms: the realm of the ordinary, mundane, predictable, and uncontrollable, which
reflects the day-to-day existence of teen life and the realm of the extraordinary, exciting, cool, fun and limitlessness
that the Life Engine provides. The ads show teens in a moment of transformation, when they step out of ordinary
situations and into the “World of Yahoo!,” where extraordinary things can happen. Yahoo! products serve as the
portal between the ordinary and the extraordinary. This is represented visually by teens transforming into a state of
animation as they come through the portal. The teens in our ads are breaking through to the other side because they
are bored with the ordinary way of doing things and are looking for faster, easier and better alternatives. They dare to
challenge the ordinary with Yahoo!
11
Yahoo! Creative
The concept of the ads is to showcase Yahoo! products as a means of taking ordinary situations
and making them extraordinary.
Headline
Subject of
transformation
Product relevant icons
that are given a surreal
effect
Challenge Ordinary
_____...
Snapshot of reality
(ordinary situation)
Teen protagonist who is half
in reality and half in the
“World of Yahoo!”
Transformation effect from
reality to the “World of Yahoo!”
Product Specific Reference
Treatment of “Life Engine”
Tagline
Product relevant
action word
Background color of either Yahoo!
Red, Purple or Yellow
12
Yahoo! Life Engine
____!
Yahoo! Print Ads
MESSENGER:
Here we have a boy who is
tired of the boring “on line”
talk and is now jumping into
the realm where extraordinary
conversations are as common
as seeing a girl with an
emoticon face or a “Cyclops”
boy.
MUSIC:
A girl challenges her
ordinary music experience
by jumping through her
computer monitor into a
Yahoo! concert where she
is being handed the
microphone and the
control over the show.
Notice how her arm and
feet are being transformed
as she comes through the
screen.
GAMES:
Here is an older teen
passing through an arcade
game into the “World of
Yahoo!” Games. He is
being transformed into an
extraordinary state as he
comes through the screen.
Whether his game is
chess, pool, bowling, or
cards, victory is only a
click away with Yahoo!
Games.
13
MAIL:
A younger teen is picking up
mail. As he sticks his hand into
the mailbox, an e-mail flies into
his hand and he is transformed
and transported into the “World
of Yahoo!.” This turns an
ordinary activity into an
extraordinary moment. The
headline
challenges
what
ordinary life has to offer.
Yahoo! Creative Ads and Copy-Test Results
Co-op work with Sprint
This is what a co-op advertisement
with a partner, such as Sprint, would
look like.
Internet banner
We exposed our creative ideas and executions to our
target audience. The group consisted of respondents
aged 12-17. Here are our results!
Overall, the ads had a positive effect, 80% of the teens stated that
they were cool, unique, funny and interesting. There was a general
consensus on the overall effectiveness of the headline. They
understood the message that with Yahoo! you can challenge the
ordinary. It was seen as powerful and strong.
“The ads are crazy and silly but that’s
Yahoo!, they reflect Yahoo!’s character and
I think they are fun.” Max R. 14 years old
This study provided many helpful insights on the effectiveness of
our creative product. As stated above, teens like the Challenge
Ordinary concept. The message is clear and presents an offer
that they are willing to accept.
“Overall I like the fact that these ads speak
my language. They send a message I can
understand.” Keisha C. 17 years old
14
Yahoo! TV Commercial
15
SFX: Approaching footsteps
SFX: Radio starts playing
SFX: Radio continues
Video: Male teen walks into his room.
Video: He walks over, turns on his radio and jumps on his
bed to study.
Video: The radio is so boring that he falls asleep. His teen
sister walks into his room and goes on his laptop and logs
onto Yahoo! Music.
SFX: Liz Phair’s “Extraordinary” starts blasting
SFX: Music continues
Video: The teen is startled by the loud song and he wakes up
confused. He is no longer in the ordinary world, instead he
has been transported into the extraordinary “World of
Yahoo!.” He is now in an animated state.
Video: He sits up and realizes he is no longer in his room, he
is at a party. Then a girl walks up to him.
Video: After getting over the initial shock of his transformation,
he smiles at the girl and they start dancing.
Girl: “Hey Josh, great party! Want to dance?”
VO: Challenge Ordinary Music. Yahoo! Music, Life Engine
Rocks!
SFX: Yahoo Yodel
Yahoo! Media Plan Overview
Key Media Elements:
Media Plan:
Who
13-17 year old individuals who thrive in the digital world and
will be loyal registered users
Where
A national campaign throughout the United States, with a
concentration on teen populated cities
When
A continuous year long campaign, with high ad concentration at
“Back to School,” “prom season,” and “the summer break”
seasons
Media Strategy
Increase product differentiation, specifically among females as
desired by Yahoo!
Provide a wider scope of synergy when enhancing the
Integrated Marketing Communication (IMC) message
Use invitational approaches to increase teen interest for the
product
Our selected media vehicles have a large teen specific
composition, which eliminates waste
This teen market has diverse media habits, our media plan
advertises in an array of media to leverage this diversity
Budget
Utilize the $10 million budget in the most effective fashion to
attain maximum reach and frequency
The Fast Pace media plan reaches the teen market by interacting with teens’
daily lives in a non-invasive manner. Our media plan reaches teens at times when
the message will not be dismissed or lost in the clutter of traditional media.
Our media plan integrates teen oriented traditional and nontraditional media.
Internet is the cornerstone; as traditional media push users to their site, Yahoo!
pulls teens to the micro site we have created for them, The Y DEN.com.
Through our aggressive media plan, reach is maximized by driving up the
number of registered users. Fast Pace has heard the teens’ plea for non-intrusive
advertising and tailored its plans accordingly.
We have an expected reach of 85 to 90% of the teen market, with a frequency
of 4.5.
Scheduling:
The campaign will run from August 1, 2005-July 31, 2006. Fast Pace has
found that teens are most receptive to advertising at times when their life is less
stressful, examples include winter and summer breaks and when they are
specifically in shopping mode, e.g. back to school time.
Our plan is initially executed through various media that include Internet,
radio, magazine, and a strategically chosen cinema campaign that reaches teens
during the heavy movie concentrated summer months. Radio serves as the
soundtrack to teens’ daily lives, while the Internet is a staple to most American
teens’ routines; therefore radio and Internet will serve as the consistent
foundation of traditional media. Cable television, Channel One, and syndication
advertising will follow a flighting schedule based on our studies of teen TV
viewing habits.
Campaign Timeline:
March 2005
April 2005
May 2005
>> Research & Development <<
16
June 2005
>> Production <<
July 2005
August 2005 - July 2006
>> Implement Plan <<
August 2006 - Sep 2006
>> Evaluation <<
Yahoo! Media Plan Television
Cable: adds reach and frequency when joined with other chosen media vehicles. The cost of advertising on cable is low
relative to other media. With cable, there are precisely defined youth audiences.
Syndication: allows Yahoo! to selectively reach the youth market. Television advertisements have sight and sound to
demonstrate the benefits of Yahoo! There is cost efficiency when advertising during syndication, as an advertisement on
fringe is less expensive than one on primetime, while maintaining a high teen composition.
Television: Syndicate - ($898,391)
30 second spots
The syndicated programs chosen have a higher teen audience than
network broadcasts. Comedy and reality programming consistently rank
the highest among teens, with 58% of teens tuning in on a weekly basis.
Weekly Teen Viewership, Viacom
-1
VH
ite
@
ick
N
el
od
e
N
ick
C
y
ed
Television: Channel One - ($1,000,000)
30 second spots
Channel One is a Primedia Company in its 14th year of broadcasting.
With 8 million teen viewers per day, Channel One broadcasts news into
12,000 Junior High and High Schools. It has an average rating over 20
times that of MTV, with a CPM of $25.
C
om
N
on
TV
M
en
tra
l
T
70
60
50
40
30
20
10
0
BE
Percentage of 12-17 year olds
Cable: Viacom - ($1,539,505)
30 second spots
A major purchase across Viacom media vehicles enables Yahoo! to
avoid media owned by * Time Warner, while leveraging quantity
discounts.
Key Strategic Point: A strong partnership with Viacom gives Yahoo! advertisements better placement, greater quantity discounts, and the ability to forge
special product placements in such networks as The N on Noggin, MTV and BET.
*Sources at Warner Brothers stated that they would not accept any Yahoo! advertisements on any media owned by AOL Time Warner.
17
Yahoo! Media Plan Internet
Internet: an interactive medium, requiring interactive participation. It is a low cost medium that can be tailored to
niche audiences. The Internet provides supplemental information, which is especially important for the teen micro site,
proving to be an Integrated Marketing Communication (IMC) asset. The Internet is also the ultimate source of just how
many prospects were delivered.
“Talk to them [teens] through television, but also use magazines, radio, grassroots, as well as the Internet. That means
keeping an emphasis on television, but adding greater importance to the Internet, which this audience is using to
communicate, to get information and to be entertained.”
--- Cammie Dunaway, Yahoo! Chief Marketing Officer
Internet - ($1,142,775)
Combination of invitational advertisements such as
Banner, Flash Video, Pop Up, and Skyscraper
advertisements will be used to avoid awareness decay
Gurl.com, a website frequently visited by teen girls, will
allow Yahoo! the opportunity to purchase a pre-sort
e-mail list of 800,000 females.
Selections:
Analysis of Simmons research indicates that over 46% of
females enjoy visiting e-zine sites, such as seventeen.com,
cosmogirl.com, gurl.com, and alloy.com
CCS.com reaches millions of action sports enthusiasts,
especially teen males
Unique interest sites such as music sites, game sites,
wrestling sites:
TeenMusic.com
Cheatplanet.com
quizyourfriends.com
Deviantart.com
funnyjunk.com
411mania.com
GamePro.com
lyric.com
Livejournal.com
Picturetrail.com
Key Strategic Point:
Top niche web sites with a high teen composition are used to reach a core segment of the teen market, limiting waste
18
Yahoo! Media Plan Radio
Radio: reaches youth audiences through program specialization. Radio has high summer exposure for teens and is excellent
for mobile populations, e.g. in cars and when shopping. Radio is a supporting medium because of its low cost and high
frequency. Radio has local coverage availability, which is a key IMC asset. It is integral to building awareness of special buzz
and promotional programs, many of which we will do in partnership with Clear Channel and Viacom radio stations.
Radio - ($1,070,000)
30 second to 1 minute creative radio spots in the top 20 teen
populated DMA’s
The top station types that teens listen to are:
–Contemporary Hit Radio
•Urban Contemporary
•Adult Contemporary
–Country
–Alternative
–Rock
– Each of the chosen 20 teen populated DMAs
reaches 3 to 15 million people
– Station format chosen will depend on teen
demand of specific music genres in the given
DMA
– Radio serves as a medium that will build
awareness of on going promotions
– Given the overall low cost of radio, 55 stations
can be put to use at anytime with a frequency
of over 600 total runs
Top 20 Radio DMA’s Selected
1 New York
2. Los Angeles
3. Chicago
4. San Francisco
5. Dallas Fort Worth
6. Philadelphia
7. Houston-Galveston
8. Washington D.C.
9. Boston
10. Detroit
11. Atlanta
12. Miami-Fort Lauderdale-Hollywood
13. Cleveland
14. Seattle-Tacoma
15. Phoenix
16. Minneapolis-St. Paul
17. San Diego
18. St. Louis
19. Baltimore
20. Tampa-St. Petersburg-Clearwater
Key Strategic Point:
Strong partnerships with Viacom radio and Clear Channel gives Yahoo! a unique opportunity to promote special contests and events on
Viacom and Clear Channel radio stations and at their concert venues.
19
Yahoo! Media Plan Magazine and Cinema
Magazines-($1,149,544)
4-color, full page ads
Readers are focused and less likely to multi-task while reading;
magazines also offer strong colors and visuals. Magazines are usually
offered monthly, and as such have an extended shelf life. Yahoo! can
select specialized magazines with a pass along audience that continue
to build frequency and brand awareness after the campaign ends. A
specialized mix of hobby, fashion, music, and lifestyle magazines are
chosen to maximize frequency, thus, focusing on magazines with
high teen composition.
Female specific: Seventeen, ElleGirl, CosmoGirl, J-14, Teen Vogue
Male specific: GamePro, Thrasher, Boys Life
An average of 53% of our target audience pays attention to the
ads in magazines.
Girls have a heavy interest in fashion, appearance, boys, and
career, and boys have specific interests in games, sports, and music.
Our female-specific magazines are a viable tool for consistently
reaching web savvy trend-setting teenage girls. For example, teen
girls favor magazines that are spin-offs of their older original
versions, e.g. Cosmopolitan/Cosmo Girl.
Our research proves that teen boys are more receptive to hobby
related magazines. Therefore, male targeted magazines are hobby
driven.
15 - 18 year olds spend an average of 13 minutes a day reading
magazines.
20
Cinema – ($638,292)
30 Second pre-show countdown in August,
4,983 Screens in 363 cinemas nationwide
By capitalizing on summer movie blockbusters, Yahoo! will be able to
reach masses of teens
92% of 12-17 year olds recall seeing onscreen advertising
Selection: Summer 2005 Releases:
Deuce Bigalow: European Gigolo and
The Dukes of Hazard
Estimated Delivery: 21,567,573
CPM/Unit Cost: $29.02
Yahoo! Media Plan Emerging Media
Emerging Media: will give Yahoo! strong competitive leverage. By providing new methods of advertisement, emerging
media can break through the clutter of traditional media. Through strategically selected emerging media, Yahoo! will have the
advantage of exposing a message that teens will acknowledge. In addition, emerging media reinforces the campaign’s ability
to reach teens without being overly intrusive.
Blogs - ($100,000)
Selections: Teen blogs such as Xanga.com
Research shows that blogs have a high click through rate
Bloggers and their readers become loyal to a site
and their sponsors
Currently there are very few teen oriented blogs,
this creates an opportunity for Yahoo!
Not only are blogs becoming increasingly popular in
the teen market, but they are providing a way to
reach opinion leaders
Mobile Advertising - ($100,000)
Game Advertising - ($100,000)
Some of the game placing options include:
Product placement
On package
During the game, such as Tony Hawk’s Pro Skater
Provides a direct channel to interact with consumers in a highly
personalized manner
Response rates from mobile campaigns are higher than other media
48% of teenagers use the instant messaging feature on
their phones
Roughly 17% of teens have already received mobile advertising, this is a
growing percentage
21
Yahoo! Media Plan “The Sweet Partner”
360 Youth - ($500,000)
360 youth is the marketing and media arm of Alloy Inc. with access to 13.6 million teens in 16,000 schools.
Through integrated, teen intuitive,
ROI focused marketing and media
programs, 360 Youth reaches more
teens than virtually any network in the
world
360 youth programs increase brand
awareness, stimulate sales, and build
business
Yahoo! can develop strategic selling
opportunities to connect with the teen
market
360 Youth has an on going
partnership with Regal Entertainment
Group, the largest motion picture
exhibitor in the world
22
High school-based wall media
High school newspapers, broad
reach with a circulation of 6 million.
Direct marketing
Yahoo! Buzz Squad, because
friends do as friends say, Yahoo! can
have a consumer become an
ambassador for their brand. The buzz
squad is made up of more than 2,000
influencers.
Teen focused websites, 360 Youth
is partnered with Alloy.com and
dELiAs.com, the largest and most
dynamic destinations for girls; 92% of
visitors are girls 12-17.
Teen-focused catalogs, 360
Youth is partnered with Elle Girl
Magazine
Yahoo! book covers that features
a branded message or promotion and
can accurately target by age,
geography, gender or ethnicity. Can
reach 8.7 million teens in 9,000 high
schools.
CCS.com and Danscomp.com reach
millions of action sports enthusiasts
and provide an ideal platform to reach
teen boys: 90% of visitors are boys 1217.
Yahoo! The IMC/Buzz Programs
Fast Pace Advertising has created an Integrated Marketing Communication (IMC) campaign that will break through the clutter of thousands of
commercials viewed by teens. We used our Sweet Spot Model to identify how and where teens spend their time. Based on this knowledge, we have
developed a rich variety of buzz, promotion, product placement, and partnership programs. We recognize that teens can lose interest quickly if they are
not given reasons to visit a website; therefore we have given them many incentives to keep coming back to Yahoo!. All of our IMC initiatives are
designed to support an on-going customer contact strategy.
Our view of all promotions and contests are designed to have high buzz potential. Every component should be a buzz machine. All of our ideas will be
reflected in the micro site we have created for Yahoo!, which we call TheYDEN.com. A concept description appears later in this section.
Objectives:
Create powerful hallway buzz about Yahoo! in America’s high schools
Create a long lasting relationship between Yahoo! and teens
Increase the fun value of Yahoo! and make it cool
Strategies:
Educate teens about the variety of Yahoo! products
Provide teens with several reasons to visit the Yahoo! website throughout the year
Reinforce the concept of Yahoo! challenging the ordinary
Timeline of Events
Buzz and Promotions
23
Aug-Sep 2005
Yahoo! Extraordinary Buxx
May 2006
Music Trivia Challenge
Oct-Nov 2005
Groove to the Cure
Jun-July 2006
Yahoo! No Ordinary Internship (work)
Nov-Dec 2005
Yahoo! Concert Invasion (Fall/Winter)
Jun-July 2006
Yahoo! Concert Invasion (Summer)
Jan 2006
Challenge to Find Y!
All Year
The Y Den
March 2006
Extraordinary Prom Fashion
All Year
The Challenge Center
March 2006
Hawk, Bam & You…
All Year
Challenge the Ordinary Day
Apr-May 2006
Plexi-Glass Ads
All Year
Branded Entertainment Partnership
Apr-May 2006
Yahoo! No Ordinary Internship (apply)
Yahoo! Contests and Sweepstakes
“Yahoo! Extraordinary Buxx”
“Challenge to find Y!”
30 day interactive virtual scavenger hunt
Objective: This contest will familiarize teens
with multiple Yahoo! products and how to
integrate them. This will increase registered users
and average time spent on Yahoo!
Plan of Action: Only registered users will have
access to the hints that Yahoo! will give
participants. Clues will be sent through all Yahoo!
products. The clues will lead teens through a
series of websites, including Viacom sites, to
generate extra buzz. Friends will be able to send
tips through Yahoo! Mobile and sign up to
receive additional exclusive clues to find prizes.
Yahoo! Back-to-School partnership with Visa Buxx
Objective: Increase registered users and familiarize them with Yahoo! Mail.
Plan of Action: Only registered users will be allowed to enter. They will receive an e-mail blast about
the back-to-school sweepstakes. The email will contain a partnering link to enter a sweepstake to receive a
Visa Buxx prepaid gift card.
Details: The Visa Buxx card was chosen because it is the leader in teen starter credit cards. This
sweepstakes is based on research which shows that credit cards are an important part of teens’ daily lives.
Our target has more disposable income than any other generation. This sweepstakes will complement
online shopping. Yahoo! will give away 126 gift cards with one grand prize winner and many other
second, third, and fourth prize winners. This is so teens can feel as though they have a chance to win the
sweepstakes and will result in more teens entering to win. (1 -$5000, 5-$1000, 20-$500, 100-$100)
Awareness: Radio advertising accompanied by Internet advertising on the micro site and sponsored
pages.
“Music Trivia Challenge”
Details: After teens have completed the hunt,
they will leave their contact information and
receive a response stating their prize. A variety of
prizes will be available to the teens, increasing
participation. Prizes range from gift cards, mp3
players (with free music downloads), MTV
merchandise, sports merchandise, Comedy
Central DVD’s, Universal CD’s, movie tickets,
etc. The grand prize is a trip for four to Universal
Orlando Resorts.
MTV music trivia on TRL
Objective: This contest will dramatically increase time teens spend on Yahoo! Music and increase
registered users.
Awareness: Web advertising and an e-mail blast
to Yahoo! registered users will initiate buzz about
the contest.
Details: Every week one NOMAD player will be given away to each of the top five trivia winners. The
trivia questions will come from all genres of music in order to incorporate the tastes of all teens. Our
research proves that music is a staple in a teen’s daily life. This contest is a challenging and entertaining
way to engage teens and test their music knowledge.
Plan of Action: Registered teens will log onto Yahoo! Music everyday for their chance to win a
Creative Labs NOMAD player. They can participate in the MTV music trivia question of the day, which
will be asked by a VJ during Total Request Live (TRL). After hearing the trivia question, teens can log
onto Yahoo! Music to answer. Once on Yahoo! Music, teens will be asked increasingly difficult music
trivia. Their chance of winning will increase with the points they score. Results can be seen on Yahoo!
Music. The highest scores at the end of the week will win the NOMAD player. The contest will last one
month.
Awareness: Mention on MTV’s TRL, accompanied by advertising on MTV, and Internet ads.
24
Yahoo! Buzz and Promotion
Extraordinary Prom Fashion
Objective: Increase awareness of the Yahoo! name and its benefits during the prom season.
Plan of Action: The Challenge Ordinary Fashion Show will be a 30 minute web-cast
production. The filming will take place at the Yahoo! Sunnydale headquarters. A small
runway and lighting will set the stage of a virtual fashion show. Models will be real
teens; male and female fashions will alternate. Registered teens can stream the show
live from the micro site. Subtitles will indicate the designer. After the show the micro
site will allow teens to check the price and website of any fashions that they liked. They
can print out Yahoo! Messenger coupons and visit the sponsoring store.
Details: Teens, especially females, will be receptive to the show because it will give them a
direction to begin their prom dress shopping. It will give Yahoo! presence in malls,
where teens spend a lot of their time. Yahoo! will invite Golden Asp, After Hours,
Prom Spot.com, David’s Bridal, Men’s Wearhouse, Bestpromdresses.com, Bella
Boutique, Rampage, and Steve Madden to participate in the show.
Awareness: In exchange for their products featured on the show, the clothing stores will
place stand up ads at all their locations promoting the web-cast. An e-mail blast will be
sent to a select group of teens from gurl.com and high school newspaper ads will be
taken based on 360 Youth’s database.
Challenge the Ordinary Day…
Objective: Teens will spend time on Yahoo! looking at each other’s clips. It will leverage the
“Challenge the Ordinary” campaign.
Plan Of Action: Teens will create video clips of themselves challenging ordinary situations
in an average day. These clips can be recorded via cell phones, digital cameras, etc.
They will be archived in a link off the micro site for teens to show their friends.
During themed promotions, such as Halloween or Valentine’s Day, teens will
challenge the theme of the season.
Details: Teens will upload these streaming videos. There will be a TV box on the opening
page that will play the “best clips of the week.” Teens will rate the clips they think are
the funniest in challenging the ordinary, much like on Launch. Teens will love the
interaction and will help their friends try to be the “best of the week.”
Awareness: This buzz worthy, fun and innovative activity will be advertised on the Yahoo!
home page, TheYDEN.com, on the radio, and in advertisements and editorials in teen
magazines.
25
“Hawk, Bam & You…”
Objective: This promotion will dramatically increase time spent on
Yahoo! Mobile and Yahoo! Games.
Plan Of Action: Teens will download Tony Hawk Skateboarder 4 from
Yahoo! Games to their mobile phone. If they win the game and the
challenge on their Yahoo! Mobile, a screen will appear allowing the teen to
enter their Yahoo! e-mail address. The teen will be instantly qualified to win
a trip with a friend to learn how to skateboard. They will also appear on an
episode of Viva La Bam with Tony Hawk and Bam Margera at Bam’s house
in West Chester, Pennsylvania.
Detail: Viva La Bam is a MTV show and this promotion will strengthen
our Viacom partnership.
Awareness: The promotion will be advertised in Thrasher Magazine,
Gamepro, on the Yahoo! Games site, the Yahoo! home page and on rock
formatted radio stations.
Yahoo! No Ordinary Internship
Objective: Increase registered users, strengthen bond between Yahoo! and
the teen community, and generate hallway buzz.
Plan of Action: To participate teens will create their own web page on
Yahoo! and they must be registered users to apply. They can visit
TheYDEN.com to begin creating their virtual resume. Once a teen
completes a virtual resume consisting of a brief bio and a short essay as to
why he or she is no ordinary candidate for the position, their entry will go
under review to win their dream internship.
Details: Yahoo! will offer teens a once in a lifetime opportunity to become
a Yahoo! intern. Teens can choose from having a music, games, or movie
internship position. According to U.S. News and World Report, teens are
increasingly concerned about being financially successful. This paid
internship gives teens the start to a strong resume and a successful career.
There will be 50 winners that will be selected to intern with Yahoo! for two
weeks. They will report to the Yahoo! location closet to their residence
(Dallas, TX, New York City, NY, Pasadena, CA, Santa Monica, CA or
Sunnyvale, CA). If necessary, Yahoo! will provide the interns with living
quarters, travel expenses, food, etc.
Awareness: Advertising on TheYDEN.com, various websites specified in
our media plan and on a select mix of radio stations.
Yahoo! Buzz and Promotion
The Challenge Center
Objective: To increase registered users by creating a buzz through teen
hobbies, clubs and groups. It will be a great online place for teens of like
mind to come together and interact, compete and enjoy their time
online.
Plan of Action: Advertisements on the radio and Internet will offer teens in
most high schools, student organizations, Boys and Girls Clubs, Junior
Achievement chapters, and Boy Scout/Girl Scout groups the
opportunity to organize a group site. It will have message boards, photo
postings and chat rooms that are accessible through TheYDEN.com. As
an incentive to join the chat group, the first three members of the
organization to join will receive an entry in an online raffle for one of 50
$500 college scholarships and two $5,000 scholarship grand prizes.
Details: Teens on the Challenge Center will be encouraged to suggest ways to
make their group better and more exciting.
Awareness: Will generate awareness through advertisements on the radio and
Internet.
Groove to the Cure
Objective: To promote Yahoo! as a socially responsible company and increase
teens’ role in society with the help of Yahoo!
Plan of Action: Yahoo! will work with the largest high schools to create a
charity mixer to raise money for the American Cancer Society. Yahoo!
will leverage its partnership with Viacom to supply a DJ to each mixer.
Jones Soda will partner with Yahoo! to provide soft drinks. With a $10
donation, high school students can enter the dance. Also, Yahoo! tee
shirt give-a-ways will the strengthen Yahoo!’s presence. To increase
interest in this charity event, the concert will be streamed live on Yahoo!
Music allowing students to give “shout outs.”
Details: The proceeds of these events will be donated to the American Cancer
Society. We have found that cancer is a disease that affects many families
and that teens are looking to give back to their community. Yahoo! will
give them a creative way to help and will work directly with high school
student councils to plan the event.
Awareness: Radio advertising, high school newspapers, and Internet ads on
TheYDEN.com and on other sites described in the media plan.
26
Plexi-Glass Ads
Objective: To innovatively create awareness of the Yahoo! name and generate buzz among
teenagers.
Plan of Action :
High School Placement
The Yahoo! purple and yellow tie dye tractor will visit high schools in Texas, California,
Florida, Illinois, and Ohio at dismissal time. The plexi-glass box secured on the back will
have one or two actors demonstrating the benefits of a Yahoo! product (i.e.two kids
playing Yahoo! Games interactively from two sides of the world). The banner on the truck
will direct the students to stay ahead at www.TheYDEN.com.
TRL Live Ad Placement
For an entire week, live plexi-glass ads will stay outside of TRL studios, with each day
emphasizing one of the top five major Yahoo! products. The VJ will talk about it, while the
camera shots will capture the buzz and teens will tune in to see what is happening on the
plexi-glass stage. The VJ will mention high schools that will be visited by their own plexiglass ads.
Details: The idea is unique, inexpensive, and an effective way to stand out in a teens’ ordinary
day.
Awareness: Will generate awareness of Yahoo! products in areas where teens spend much of their
time.
Yahoo! Concert Invasion
Objective: To increase registered users and awareness of Yahoo! on the spot.
Plan of Action : The Yahoo! kiosk will visit 20 radio promotion concerts, 10 in the winter and 10
in the summer. The kiosk will be a spectacle that will attract visitors before and during the
event. The kiosks can be visited by up to 300,000 visitors. At the show we will create a
circus type energetic environment offering free CD’s with music downloaded from
Musicmatch to the first 100 visitors at the kiosk. Also, Dell computers will offer the chance
for teens to register for Yahoo! and surf the Yahoo! site. The radio concerts last all day and
teens will want a break; Yahoo! will be their haven. A digital photo booth will take
complimentary pictures of teens and their friends or teens with a superimposed celebrity.
They will receive a redemption code that will allow them to download their pictures when
they register. To attract teens to our kiosk and to break from the clutter, teens can receive
free Yahoo ! tees co-sponsored with Jones Soda and Dell computers.
Details: We will have a strong bond with concert venues based on our radio advertising buys
which will promote the concerts and the Yahoo! kiosks.
Awareness: To create advance buzz, a pre show e-mail will be sent to teen listeners of the radio
station and participating artists’ fan clubs. The e-mail will be redeemable for a chance of a
meet and greet with artists’ at the show. Included in the kiosk rental costs is advertising on
the radio stations’ site and on the radio that begins three months before the concert.
Yahoo! The Y DEN
Teens have been born into the world of technology and navigate the Internet with ease. AOL and MSN have taken advantage of this by introducing their
own teen websites: AOL Red and MSN threedegrees. However, both these websites lack interactivity. Taking advantage of this weakness, we have
introduced a new Yahoo! teen website called “The Y DEN.” The name signifies a place on the web that teens can go to with their friends to relax and
enjoy themselves. They can customize their own den, find out the latest happenings in entertainment, listen to music, discover the latest and greatest
Yahoo! activities, and much more. This website is extremely interactive and is sure to engage teens to build a long-term relationship with Yahoo!. We know
that “The Y DEN” will be popular with teens because of its captivating quality and will bring Yahoo! into the foreground of a teenage mindset. This is the
place where all Yahoo! products can be aggregated and accessed by teens.
“The Y DEN” is the
entryway into the teen
Yahoo! hangout spot. By
featuring this image on the
main Yahoo! homepage,
teens are invited into this
fun and appealing micro
site.
The television screen is an
INTERACTIVE feature
that keeps teens up-to-date on
the latest Yahoo! hosted
activities. Teens can view
different Yahoo! commercials
and have the ability to choose
from three different endings!
Although the Product Bar is often found at the top of a webpage, we chose to offer a distinct option. You will find
the Product Bar at the bottom of the screen and always visible, even when scrolling down the page. This unique side
scroll option gives teens the ability to scroll from one Yahoo! product to another.
27
The Suite symbolizes the various
rooms or “suites” that a teen can go
to for fun:
• Personalize Your Den gives
teens the option to express
themselves through customization
of their “The Y DEN” site.
• VIP Exclusive allows teens that are
affiliated with affinity
groups, such as The Boy Scouts, to
interact with their respective
chapters nationwide!
• BLOG IT: 360 lets teens instantly
post thoughts and daily events to
share with others. It is a venue
where they can voice their
ideas and opinions.
The Remote Control navigates teens
through the various Yahoo! activities
and lets them see what they want on the
television screen.
Yahoo! Viacom Partnership - O’Grady
Yahoo! Viacom Branded Entertainment Partnership
Yahoo! Will Introduce Plot
Integrated Product Placement
Product placement will connect and integrate into
an episode’s plot, it isn’t background instead it is
foreground.
Yahoo! will dominate in terms of product
placement on O’Grady’s, a show on The N on
Noggin, a Viacom property. This is a stronger idea
than a one-shot movie placement.
O’Grady is an animated show about high school
students that runs on The N. It revolves around the
drama of being a teenager with the added element of
“The Weirdness.”
There will be background product placement,
such as characters using Yahoo! Messenger, Yahoo!
Mobile and Yahoo! Search in every episode.
Some episodes will revolve around Yahoo! as an
important part of the episode’s plot.
28
Yahoo! Meets O’Grady High,
Possible Plot Concepts
One day the Yahoo! plexi-glass appears in front of
O’Grady High School and the kids are crowding around
to see what it is all about. That is when Abby falls for
the cute guy in the plexi-glass and they develop a
comical relationship through the plexi-glass.
Beth stumbles upon the Yahoo! “Challenge to Find
Y!.” Beth starts to win prizes and Abby wants to cash in
on her success, so she convinces Beth to keep playing
and winning, so that Abby can get the free stuff Yahoo!
is giving away. Finally, Beth has had enough and takes
back everything she won from Abby.
Abby manages to get tickets to a rock concert and
invites Kevin, Beth and Harold to join her. Their
parents drop them off early and they walk around the
parking lot. They spot a large crowd going in and out
of the Yahoo! Kiosk tent; they go over and see what all
the fuss is about. They take shirts, hats, and make their
own CD’s. The question is: will “The Weirdness” strike
again?
Yahoo! IMC/Buzz Marketing and Promotions Budget – Direct Costs
Buzz
Concert Invasion
$150,000.00
Plexi-Glass Ads
$70,000.00
The Challenge Center
$35,000.00
Yahoo! No Ordinary Internship
$100,000.00
Total:
$355,000.00
Concert Invasion
16%
3%
8%
Contests
Yahoo! Extraordinary Buxx
$30,000.00
Challenge to Find Y!
$20,000.00
Music Trivia Challenge
$30,000.00
Total:
$80,000.00
Yahoo! No Ordinary
Internship
Challenge to Find Y!
3% 4%
11%
3%
6%
2%
3%
Promotion
Branded Entertainment Partnership
$280,000.00
The Y Den
$100,000.00
Groove to the Cure
$25,000.00
Extraordinary Prom Fashion
$60,000.00
Hawk, Bam & You...
$32,000.00
Total:
$497,000.00
*Grand Total
$932,000.00
11%
Yahoo! Extraordinary
Buxx
Branded Entertainment
Placement
The Y Den
Extraordinary Prom
Fashion
Hawk, Bam & You…
Plexi-Glass Ads
Music Trivia Challenge
30%
Groove to the Cure
The Challenge Center
*Note: Awareness of our buzz and promotions will come primarily through the radio and the Internet ads, 5% of working
media intended to build awareness for promotions and not included in above costs.
29
Yahoo! Media Budget Allocation: $10 Million
The Transformation Campaign is Tailored to Fit Gender Needs
Traditional Media:
Internet
$1,142,775
Cable, Viacom
$1,539,505
Syndication
$898,391
Channel 1
$1,000,000
Magazine
$1,149,544
360 Youth
A large part of the budget is dedicated to reach both genders via gender neutral vehicles.
One of our marketing objectives is to increase Yahoo! differentiation among females, as
such we are dedicating a slightly higher percent of our advertising budget to reach this
market. Males tend to read less, therefore traditional print options are limited and we are
allocating more money to blog and video game advertising for boys.
Other
$500,000
Radio
Internet
IMC
$1,070,000
Non-Traditional Media:
Cable
Emerging Media: Blogs, Mobile,
Video Games
$300,000
Cinema
$638,292
IMC
Cinema
Emerging Media
$1,000,000
Other:
Opportunistic Buys
$261,493
Research & Production
$500,000
Total:
$10,000,000
Gender Neutral
All Radio
All Television
-Syndication
All Cinema
All Channel 1
All 360 Youth
Internet
30
Syndication
Radio
Youth 360
Channel 1
Magazine
= $1,070,000
= $1,364,505
= $ 898,391
= $ 638,292
= $1,000,000
= $ 500,000
= $ 318,900
Girls:
Boys:
Magazine
Internet
= $812,724
= $448,000
Magazine
Internet
Television
= $334,820
= $375,875
= $175,000
Yahoo! Flowchart For All Media and IMC Initiatives
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Yahoo! Measurement Value Chain
“While I am thrilled with our financial results, I place just as much emphasis on our user metrics as a
measure of our success.”
-Terry Semel, CEO Yahoo!
Measurement Value ChainTM
Our belief is that all great campaigns should be measured both during and after the campaign to constantly improve
the work and make us all better at what we do. At Fast Pace Advertising, we value the impact of our marketing
initiatives, not only on the quantitative success, but the qualitative as well. We believe that better metrics lead to more
informed decisions. Our Measurement Value Chain™ reflects our approach to a research based evaluation system.
Below are value chain measures at each stage of the program development and execution for all of our marketing
initiatives.
Set Measurable Goals
and Objectives
Define program objectives
Desired outcomes
Desired impact
Promotional effectiveness
Brand development objectives
Interim Measures
Awareness
Familiarity
Recall/Retention
Comprehension
Attitudes
Value Perceptions
"Progress is not progress if it cannot be measured“
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-W. Edwards Deming
ROI
Return on Investment
Return on Involvement,
defined as how engaged teens
are when visiting Yahoo!
Market share of teen usage
in total and by product, e.g.
Yahoo! Mobile, Messenger,
Music, Search, Mail, etc.
Lifetime Value
33