Media. Early Adopters snail mail list 1 URL/ 800-/ Early Adopters e- mail list 1 15,000 URL. Catalogs/ URL / QR databases ,000 code

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1 Interactive Planning Guide Objective: Achieve awareness of Gadget X of 50 percent among target audiences and sales of 500,000 Gadget X's in six months. Message: Gadget X saves 30 percent of your time and costs 10 percent less than competitor's gadget Y *AIDAS = Awareness, Interest, Desire, Action (purchase), Satisfaction Est. Audience Interactivity Objective - Total Reach by AIDAS* Responsible Due Date Budget Early Adopters snail mail list 1 URL/ 800-/ 10,000 QR code Early Adopters e- mail list 1 15,000 URL Catalogs/ databases ,000 code shopping sites 10 1,000,000 URL Store endcap - execution 1 2,000,000 code Store signage - executions 3 2,000,000 code In-store sales training - execution 1 8,000 1-to-1 Coupon - executions 2 500,000 code Web page banner ads - executions 3 75,000 URL TV ads - executions 3 20,000,000 URL 1

2 Magazine ads - executions 4 1,500,000 code Newspaper adsexecutions 4 1,500,000 code Billboard ad - execution 1 400,000 code Search ad 1 300,000 URL Brochures - executions 2 100,000 code Promotional giveaway - Hat with logo/ URL 1 10,000 URL Packaging - execution 1 500,000 code 800- response / care 1 400,000 1-to-1 Video game ad/product placement 1 25,000 URL Logo/ signage - URL/ QR execution 1 20,000,000 code Cinema Ads 1 1,000,000 URL Placement 4 500,000 URL YouTube videos 3 30,000 URL, to-1 comments purchase/ satisfaction Mktg Mktg, Social 2

3 Trade show outreach 3 10,000 1-to-1 Sponsorship - NASCAR 1 20,000,000 code introduction event/ demo/ press conference 1 1-to-1/ URL/ 1,000,000 QR code Gadget X web site with service forum 1 500,000 1-to-1 Customer care chat line 1 100,000 1-to-1 Tech analyst demos 15 25,000 1-to-1/ URL Trade reporter intervws/ demos 15 30,000 1-to-1/ URL Key blogger contact/ demos 20 10,000 1-to-1/ URL Local newspaper tech columnists contact/ demos ,000 1-to-1/ URL Local talk radio, Local TV (satellite spokesperso n tour) - markets ,000 URL/ 800- Tech newsletter editors demos 10 50,000 1-to-1/ URL media kit with photos/ videos 1 100,000 code / PR / PR / PR purchase/ Mktg/ Social satisfaction satisfaction Mktg/ Social PR PR 3

4 News aggregators 5 500,000 URL Podcasts - URL/ QR execution 3 10,000 code Wire Services 5 15,000,000 URL National reporter demos 5 300,000 1-to-1/ URL monitoring - newspapers, magazines, TV, blogs, online forums, etc ,000,000 Scanning, listening,docu menting, reporting Assess interest/ PR/Social Quick response to blogs, forums, newspapers, magazines, TV, etc ,000,000 1-to-1 Facebook page and postings 1 6,000 1-to-1 Communities / forums postings 6 5,000 1-to-1 URL, Photo sharing 3 to-1 10,000 comments Twitter chat - Q&A 1 6,000 URL Viral video 1 50,000 URL Protect interest/ / purchase PR/Social 4

5 Gadget X blog - care 1 50,000 1-to-1 Web page postings with intrvws 50 50,000 1-to-1/ URL purchase/ satisfaction / Mktg / 5

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