WD-40 Integrated Marketing Communications Plan

Ryan Lewis, Brittany Primrose, Travis Putnam,

Mitchell Quong, Nicole Ronsky, Janelle Twomey

University of Lethbridge

3215 - Integrated Marketing Communications

Roberto Bello

November 30, 2016

WD-40 Integrated Marketing Communications Plan

 Through the analysis of the company WD-40, we have identified several factors that have

contributed to the mass success of the organization. Nevertheless, as a team we have detected a

few limitations that we feel could be improved upon through the use of Integrated Marketing

Communications. This has led to the creation of this working document which can be used as a

general guide for the company moving forward. Our goal is to help this company to forge in a

new, profitable direction and thereby increase the success of WD-40, as a both brand and a firm.

Marketing Strategy

Secondary Research

Situational Analysis. In order to understand the current factors impacting the company

we must look at a situational analysis, a visual version of this can be found in Appendix A in a

SWOT analysis format. Firstly, WD-40 is strong in areas such as distribution and sales networks,

which can be seen through their products being included in virtually every hardware store within

North America. For example, the Canadian Tire website alone offers at least ten different WD-40

products (Grease, Gear Oil and Lubricants, 2016). They are also operating within an established

market which has a loyal customer base and an established brand name. They are also

performing well in terms of profitability and revenue. Unfortunately, they are showing

weaknesses in terms of differentiation among the product lines. There are multiple product line

extensions, however they all serve a similar use and are generally the exact same formula.

Continually, once a consumer purchases the product, it tends to last a long time and can serve a

huge variety of uses. This is limiting in itself because the company has to wait a long time for the

consumer to purchase the product again. Furthermore, WD-40 is operating within a competitive

market and face low switching costs due to the fact that there are a variety of alternative

companies that offer a virtually identical product.

 Externally, the company is exposed to opportunities such as a global market that could be

tapped into. WD-40 is currently focusing on operations within North America, however given

their maturity as a company, they could look to expand internationally. Furthermore, there are

opportunities in terms of expanding the product lines in order to reach a new target audience and

increase their overall market share. With that, there are threats that could impact the success of

these expansions. Firstly, the specific product offering can be easily imitated and replicated by

other companies. There are also barriers to entry as far as international growth, such as political

and legal factors and cultural differences.

Industry Trends. WD-40 is part of the construction materials and maintenance industry.

This industry is heavily competitive as there are many products out there that are very similar to

what WD-40 has to offer. The products that WD-40 currently offer are multi purpose

maintenance products and home care cleaning products which can both be very easily replicated

- almost anybody can go out and create some sort of lubricant and cleaning product. The main

competitors within the industry that WD-40 needs to be aware of are as follows: Aceto

Corporation, American Vanguard Corporation, Balchem Corporation, Calgon Carbon

Corporation, Hawkins Inc., Inter Parfums Inc., Landec Corporation and Park Electrochemical

Corporation (WD-40 Company, 2016) are among the few that produce similar products. Given

these well established firms within the industry, rivalry amongst each other is very strong. The

industry is not growing substantially fast, there is low switching cost for the consumers and

differentiation between product lines is very low.

Nonetheless, we believe WD-40 has a big differentiating factor, their brand name. This

factor allows them to be one of the most dominate lubrication brands in the industry. WD-40 has

branded themselves so effectively that when people need a lubrication they don't say they need to
go get some lube, they say they need to go get some WD-40. This could be generalized as WD-

40s strongest competitive advantage. The other major impact in the industry is the low

switching cost. This makes for a very competitive environment where firms are stealing

competitor's customers in order to gain market share. Firms are able to do this through

marketing, promotion and pricing techniques. (Wikinvest, 2016)

WD-40 has been in this market since the 1950s which allows them to be a well known,

and well established brand. Being around for as long as they have been shows that you must be

profitable in order to survive. The company reported revenues of 378.2 million in the fiscal year

of 2015 And a net margin of 11.8%. This means that 11.8% of their revenue went to operating

costs. (WD-40 Company, 2016)

The company has a global distribution network including and not limited to North

America, Central and South America, Asia, Australia, Europe, Middle East and Africa. (WD-40

Company, 2016) Being a global company they must have a sound supply chain network in order

to control distribution costs and maximize profits. With this well established network, WD-40

has an opportunity to expand into new and emerging markets throughout the world. For example,

the opportunity to expand into Russia could be a huge market as they have one of the largest

populations in the world sitting at 143.5 Million. (Demographics of Russia, 2016) With that, they

must be aware of political and legal threats when moving internationally, and should ensure that

any international expansion complements their core strategy as a firm.

Main competing products. As per the Canadian Tire website here are some similar

products that are offered in replacement for consumers other than WD-40 (Grease, Gear Oil and

Lubricants, 2016).

Jig-a-loo
 Liquid Wrench

3 in 1

Seafoam Deep Creep

Moto Master

Permatex

We have further organized all of the aforementioned competitors into a perceptual map

found in Appendix B. The two distinguishing factors we chose to incorporate were multi-usage

and price. In comparison to other industry brands, WD-40 was rated the best in regards to the

perceptual map due to its low prices and countless uses.

Unfilled Consumer Need

Through our research we have chosen four new products to satisfy customer needs. These

products will allow consumers to get closer to their ideal self. Our four new products are: Tractor

WD-40, Extreme Weather WD-40, She D-40 and Sport Line WD-40. Each new product satisfies

one or more of Maslows needs. WD-40 offers numerous different uses and therefore can satisfy

many different needs. We do not recommend implementing all of the new products at the same

time or in the same place, because some product traits conflict. For example, the She D40 should

not be released in extreme rural areas, because in general women wont be bothered getting their

hands dirty.

Tractor WD-40. Tractor WD-40 is a product targeted towards the agriculture

community. During harvest, farmers have limited time to deal with problematic machinery, this

product will ensure that cultivation isnt reduced, and they can meet demand. This product will

allow targeted consumers to use WD-40 for their tractors and other tools. The product will not

differ from regular WD-40, it will simply be new branding. WD-40 did a similar product
extension with their new Bike line. Farmers will be able to use Tractor WD-40 on any of their

tools, specifically their tractors and harvest machines. This product will be released in areas with

higher levels of agriculture, for example Lethbridge. Tractor WD-40 will satisfy safety and

physiological needs. Tractor WD-40 will ensure that the farmers avoid any injuries and can

continue working. It will also ensure that they can harvest enough, to sustain their families to

meet their basic needs.

Extreme weather WD-40. The Extreme Weather WD-40 is a different product from

regular WD-40 in two ways. Firstly it has a freezing point of negative 60. Secondly, it is

packaged differently. The packaging has grips on the sides and has a larger button. It allows easy

product use for consumers, the bigger button allows consumers to apply the product with work

gloves and winter gloves on. This product targets those working in extreme weather. Northern

locations in Canada will be able to greatly benefit from this product. Those who work on the oil

patch will be able to benefit from this product. In daily life, consumers who live in cold weather

can use this product to unlock frozen locks, ease of use while maintaining confidence within the

product. This product focuses on satisfying safety needs. It will protect consumers from any

workplace accident.

Domestic WD-40: She D-40. Most WD-40 users are men, however She D-40 targets

women. The product will encourage women to use the product within their daily lives. WD-40

will be rebranded with feminine colours and a cloth around the outside. The feminine colours

will help catch the eye of consumers, and differentiate their products. The cloth wrapped around

the outside will ensure that consumers hands dont get dirty. Uses of this product includes

cleaning stainless steel appliances (including the stove and burners), bathroom and kitchen tiles,

marker and crayon off surfaces and removes left over tape from glass. Feeling crafty? Use the
She D-40 to restore chalk boards and white boards, or make your pumpkin last weeks. She D-

40 can waterproof the entire family's shoes. This product satisfies social and esteem needs of

consumers. It will allow for ease of daily life as well as completion of demanding tasks.

Sport Line WD-40. Sport allows consumers an easy to use, no mess, portable WD-40.

The new packaging will have size options, ensuring that the product is easy to transport. It will

be offered in both aerosol and non aerosol to ensure that it can be brought on a plane. The

product will have no leakage, as well as no excess spray onto the consumer. Many athletes

cannot have slippery hands even though their tools and equipment may need lubrication. WD-40

Sport can be used for skiing and snowboarding, skates, horses shoes, cleats (track and field,

football, rugby etc.), and golf. This product can also be used for more leisurely sports like

tobogganing and fishing. The Sport Line WD-40 will satisfy social and esteem needs. This

product will facilitate consumers when participating in sporting and physical social events. It will

also help athletes achieve higher levels of sport.

Creative Approach

Communication Objectives

Communication objectives are highlighting on creating a strategy to convince consumers

that WD-40 is a stronger and better company than the consumer was previously aware. For WD-

40 the main objective is to make sure that all consumers know the brand name, the logo, and the

numerous uses of the product that you wouldnt even think about. Communication objectives are

about converting the product from the inept set into the evoked set.
 Advertising objectives. Advertising objectives are a subset of communication objectives

that focuses on the message provided to the consumer through the media. The advertising

objectives have a function to increase sales or reputation with the company, encourage new

customers to use the product and remind consumers of the product. For WD-40 advertising

objectives can include all of the above. By showing consumers the many different uses of WD-

40 previously mentioned it can be a mechanism for new consumers as well as attracting previous

consumers for uses that were previously unknown. Introducing WD-40 as a one stop shop

product for many uses in daily life to target new audiences as well as retain previous consumers.

For WD-40 consumer involvement will be low and thus results in the pursuance of

repetition advertising has been known to be effective. Advertising of low involvement

consumers go through a cognitive to behavioural to attitude change represented by Learn-Do-

Feel(Belch, Belch, & Guolla, 2014). To effectively advertise in this involvement the focus

needs to be mass media production with a focus on broadcasting (i.e. Tv, Radio etc.). In most

cases the heavy repetition strategy will allow more reach than creating advertisements with long

lengthy messages.

Public relations objectives. Public Relations objectives are changing and focusing on

company image in many different ways. One way that WD-40 can put a positive outlook on the

corporation is through converting the current PR into a broader and more marketing-oriented

position. Public relations and marketing working independently in a proactive role to show the

consumers that WD-40 is doing the best for the community which you the consumer lives in.

To create public relations objectives requires the creation of a public relations plan, which is a

collection of plans and procedures that can be used in the result of problems and opportunities.

The plan is consisting of communication objectives, behavioural objectives, and strategies that
can be used. These strategies include PR stunts, possibility of media publicity, and corporate

advertising.

Other promotional internet & social media objectives. The objectives are similarly

focused on creating an image of positivity that can be shared through to a large portion of

population through mass media broadcasting and the like. Therefore other objectives for WD-40

can include the creation of a viral marketing campaign, as stated earlier the involvement of the

purchases are low involvement and the key strategy is repetition. By creating a viral marketing

campaign the company can help promote their image and put a reminder of the brand into an

internet phenomenon. These campaigns are focused on creating a message that is most

commonly shared through a new age word of mouth and would be shared globally through the

internet.

Creative Strategy & Messages

Know the competition. WD-40 is unique in that they are one of the only products in the

market offering a multi-purpose solution to a variety of consumers problems. This all-in-one

product mainly acts as a lubricant, rust preventative, and penetrant however the companys

website lists over 2000 uses for the product. In regards to competition within the industry, there

are several products that may offer just one of the main uses that WD-40 provides such. Some of

these competitors include 3-in-1 Oil, Deep Creep, MotoMaster, Perma Tex and Jig-A-Loo.

While these products may perform well, WD-40 still remains at the forefront of the industry due

to its all-encompassing attributes.

Consumers can purchase the product once, and use it continuously to solve various

problems instead of purchasing a different product for each unique issue. Consequently, WD-40
is able to claim a central position in the marketplace because it is able to deliver on all of the

salient benefits that their product claims to have. Additionally, WD-40 is ultimately able to target

various markets and audiences due to the nature of the product serving so many purposes.

Understand your consumer. In order to effectively promote WD-40 to the various

target markets it serves, it is first important to understand the consumers purchasing the product.

WD-40 is a low-involvement product due to its inexpensive nature and tendency to be an

impulse purchase. Typically, consumers do not spend time planning to purchase WD-40; instead,

when an issue comes up that WD-40 can solve they will go to the nearest location when it is

convenient for them and make the purchase. Consumers then have the multi-purpose product on

hand and can grab it whenever necessary. This results in consumers not purchasing as frequently

since they can use the product for a long period of time for various problems.

Campaign theme. WD-40 is already a well-known brand within the lubrication industry,

and therefore they have already achieved top of mind awareness. By positioning themselves as

the central multipurpose product in the industry, they can maintain their competitive advantage

and carve out a specific niche market in consumers minds that is distinctive from their

competitors. Resultantly, the overarching theme and slogan that has been developed is WD-40,

the solution to all your problems.

Advertising appeals and execution strategies. While it is advantageous that WD-40 is

multi-purpose, consumers generally do not get excited about the basic everyday uses they

already know about. Therefore, in order to get consumers talking about the product, the

campaign should primarily utilize inherent drama with an emphasis on an emotional appeal.

More specifically, it should bring humour into the picture in order to help a relatively boring

product become more interesting. This can be done by advertising different comical situations in
which WD-40 can be used such as greasing up one's legs to fit into their leather pants or

lubricating the bottoms of your skis to go faster down the hill. The idea of this emotional appeal

is to highlight a humorous situation that consumers will be able to laugh at and perhaps identify

with to a certain extent. The use of a celebrity or spokesperson is not necessary seeing as though

WD-40 is already such a large reputable brand. Moreover, we do not want to distract from the

brand by partnering with a spokesperson that might potentially take attention away.

Depending on the specific advertisement, the campaign can employ a variety of

execution techniques including dramatization, humour, demonstration and even slice of life. The

advertisements should begin with presenting the humorous situation, and then introduce WD-40

as the solution at the end. Additionally, seeing as though the situation might appear unrelated at

first, it is essential that the solution to the problem be given explicitly. Finally, the campaign will

be one-sided in presenting the benefits due to the fact that consumers already hold a favourable

perception of the product.

Versions of each message. For the purposes of this campaign, we have developed two

print ads that can be found in Appendix C. The WD-40 website lists over 2000 uses for the

product, and one of them was removing crayons from the walls without leaving any marks or

stripping the paint. Therefore, the first print advertisement created shows a young boy coloring

with crayons on the wall getting caught by his mom. This advertisement employs a slice of life

technique in which it highlights a common problem that consumers may have that can be solved

by WD-40. The second print advertisement identifies a different scene in which it portrays a

young woman downhill skiing. It then states, Got a need for speed? Grease your skis! This

advertisement utilizes humour as it encourages users to use WD-40 on the bottoms of their skis

in order to improve their speed when skiing.

 Moving on, we have additionally decided to employ the use of television commercials in

our campaign. Due to the fact that we are targeting middle aged women, we suggest placing

these advertisements on channels that this audience may traditionally frequent such as TLC, The

Food Network, and Slice TV.

The first commercial will utilize humor in combination with slice of life. It will begin a

mother listening to her teenage kids talking while sitting in the kitchen. As she listens, she begins

to realize that she no longer is up to date with what is considered trendy and cool. She then goes

upstairs and pulls out a pair of leather pants from a box that was buried away in her closet. The

next scene portrays the mother desperately trying to fit back into her pants without any success

as they are now too small. She then pauses as an idea comes to her mind and she starts smiling.

The commercial then skips to her in the garage spraying her legs with WD-40 and then slipping

into her leather pants with ease. Finally, there will be a voiceover stating the new campaign

slogan WD-40, the solution to all your problems.

The second commercial starts out with a young woman in her early 20s on her phone at

home when you hear her ringtone go off for a new text message. The screen then brings up the

conversation screen and shows a male name breaking up with the girl over a text message. Next,

there is sad music and the young woman is shown sobbing in her living room with tissues

everywhere, and ice cream and wine on the table. There is also a life-size can of WD-40 sitting

on the couch with the girl consoling her and rubbing her back in a supportive fashion. The music

then stops as if a record was being stopped, and there is a voiceover stating WD-40, the solution

to all your problems.

Media Plan
 Target audiences, strategy and execution. WD-40s current target audience is adult

males aged 30-45. This audience will be married with children and make a yearly earning of

approximately $40,000 - $80,000. These individuals are looked up to by their children, family,

and friends as leaders and problem solvers. Some key attributes of these individuals are that they

are responsible spenders due to the fact that they have a family to think about and are looking to

receive the most bang for their buck when making purchasing decisions. They appreciate quality

products and brands, specifically those that can be made to last if taken care of properly.

However, for the purpose of this media campaign we will be targeting 18-30 year old

women. This is due to the fact that WD-40s current target audience is already saturated, and the

best way for them to increase their presence within the market is to expand to a new target

audience. This age group includes young moms and post secondary students. An average salary

for this audience is between $30,000 - $60,000. These women value social class and always

consider what their peers will think about them. Before making any purchase decisions, this

group will think about how it will affect their appearance. These individuals are engaged and up

to date with fashion and pop culture and always try to incorporate new trends into their lifestyle,

but sometimes struggle to do so because of their hectic schedules. Our target audience looks to

purchase trendy products and brands that they feel reflects their ideal self, but also appreciate

products that are practical and make their busy lives easier.

The main media objective for WD-40 will be to ensure consumers are aware of the WD-

40 brand name, and to educate them on the various uses of the product. This will be done by

engaging with target consumers and introducing them to new applications for the product that

they may not have previously been aware of. We plan to use a combined approach of TV and

magazine ads to convey our message, as well as increase the efficiency of our social media
efforts. By effectively using these mediums we hope to give the customer a new perspective on

the brand and show them WD-40 has more household uses than previously thought.

Reach target audiences. When attempting to reach our target audience, we plan on using

a number of different methods. First we will look to reach out through magazine advertisements.

As our target audience is trying to stay up to date with fashion and pop culture, it is likely that

they may find themselves reading through a magazine such as Cosmopolitan, Vanity Fair,

Glamour, or People. To most effectively grasp our audiences attention we plan to use a full page

layout and include a free standing insert which can be removed from the magazine if the

consumer is intrigued.

Next we will look to introduce our product through TV commercials. A video format will

best allow us to explain and demonstrate the various uses of our product in a way which engages

the consumer. We plan to place these advertisements on TV stations our target audience would

most likely be viewing. This would include TLC, E!, and the Food Network. Consumers will be

able to Keep up With the Kardashians and be exposed to our product at the same time.

Use sales promotions, public relations, the internet and social media. Finally, we plan

to move WD-40 into the consumer's immediate evoked set through an increased efficiency on

social media platforms. Currently WD-40s social media pages are poorly coordinated and are

virtually ineffective. At this point WD-40 has a strong presence on Facebook (216k likes), but is

weak on Twitter (9.3k followers), Instagram (2.7k followers), and Youtube (550 subscribers).

These social media efforts may be failing for a number of reasons, most notably because they are

hard to find within these social media sites and that they do not have anything linking them to

their other social media pages. Another major problem holding them back is the fact they they

are not officially certified on any of their social media accounts.

 To improve this we will first certify our accounts where applicable. This will give

consumers more confidence when searching that the accounts are in fact speaking on behalf of

the company. Since WD-40 is already a reputable and well known company, there should be no

problem certifying these accounts with ease. Next, each account will not only include a link to

the official WD-40 website, but links to each of the other social media pages as well (for

example, Twitter bio will include URLs which redirect traffic to Facebook, Instagram, and

Youtube pages). To further enhance consumers ability to find WD-40 social media pages,

Facebook and Twitter handles will be placed on all new advertisements. This will be placed on

the bottom of our print ads, and at the end of our video ads in TV commercials. We expect that

these combined efforts will lead to a drastic increase in follows on our struggling social media

pages, and a small increase in likes on our Facebook page which is already doing well. As our

social media presence gains strength we will be able to deliver a clearer and more effective

message to our target audience.

Message timing. Because our product is so versatile, it is relevant every day of the year.

To address this we will use a continuous advertisement schedule, where we will consistently

advertise throughout the entire year in both our TV and Magazine efforts.The content of our ads

may change, for example demonstrating a different application for the products, but our

scheduling will remain the same.

Media budget. An estimated cost for a full page color advertisement in Cosmopolitan

magazine is $268,515 for a monthly issue with a circulation of approximately 3,000,000

(Cosmopolitan Media Kit - Fun Fearless Female. 2016). Free standing inserts have a price tag of

$285,000 per insert in People magazine (People Media Kit. 2014) and $172,000 in Vanity Fair

(Vanity Fair Print Media Kit. 2015). Unfortunately Cosmopolitan does not offer this feature. As
for advertising on a major television network, it can cost anywhere between $100,000 - $475,000

for a 30 second clip on national TV (Wagner, N. 2016). This of course depends on the number of

viewers and if it is a special occasion such as the Super Bowl or World Cup. Because we are

targeting prime-time slots on popular channels with no special occasion, we will likely be

looking at a cost of roughly $300,000 per commercial. WD-40 will target 120 GRPs with a

reach of 60% of the target audience and a frequency of 2 for TV ads. For more information on

the Media Plan section and the integration between reaching the target audience, the timing and

the budget, see Appendix D.

R&P Model

Given that WD-40 is an established brand within a mature industry, our primary focus is

to encourage trial purchase. Through this campaign, we are focussing on women aged 18-30 due

to the fact that the same age range for men has already been tapped into. Therefore, this change

in focus will help increase the amount of people who are using WD-40 as a product, and

therefore the emphasis will be on acquiring new customers who have not previously used the

product. Although this may be a more expensive tactic for the company, the brand recognition is

high and the existing customers are very loyal to the brand. This means that although there may

be an increased cost for acquiring new customers in the female target audience, once they have

tried to product, there is a high likelihood that they will become loyal customers as well.

Furthermore, our creative messages are aimed towards showing the consumer the various

ways that the product can be used, in a humorous and emotional way. This aligns with our tactic

to target new users and encourage brand trial because we are giving information about the

utilization of the product, which is helpful for those who have never used the product before.

Continually, given that WD-40 is already a recognized brand, non-users are more likely to
understand the characteristics of the products without having used them before. Through this

tactic, WD-40 will be able to increase the number of current users of the product and increase

their market share, as well.

Research Plan for Measuring Effectiveness

There are various different research methods that could be used to test the effectiveness

of the advertisements mentioned above. We suggest the following pretest and posttest methods,

which will be used to measure the effects of the ads and the IMC efforts.

Pre-Tests

Portfolio tests. A portfolio test would be beneficial because it is a lab method, which

means that the marketers would have control over the entire process and could therefore generate

a lot of data at one time. During a portfolio test, the marketers present a group of ads to the

participants in order for them to compare. Although there is potential for bias in this method, it

allows flexibility for the marketers to choose ads for comparison as well as make the decision to

either put the brand name on the ad or not.

Dummy advertising vehicles. Dummy advertising is a great way to create realism and

gain even better data from the participants. In this method, the WD-40 advertisement would be

placed within a magazine that is a dummy. The participant is able to see how the ad would fit

within a magazine, which increases the realism and may influence the perception of the ad as a

whole.

Post-tests
 Inquiry tests. Inquiry tests should be used to determine the success of the print

advertisements. This is a great way to get more information from a participant and allow them to

give you feedback that goes beyond that of a survey. The marketer would ask participants if they

saw the specific WD-40 ad within a magazine, what the advertisement was about and if they

recognized that the advertisement was connected to the WD-40 brand. This is a great tool to

generate holistic and inexpensive data, although it is limited in that although the participant

recognized your advertisement, they may not have the motivation to buy.

Recognition tests. Recognition tests are conducted in a similar way to Inquiry tests,

however they differ because recognition tests are specifically focused on if the participant can

recall the ad. This tool is beneficial for marketers because recall is connected to the actual

purchase of the product. Given that WD-40 is already a well-known brand and most individuals

have preconceptions about this product, recall of the specific advertisement should generate a

greater likelihood of purchase. This connects to our overall communication objective of brand

awareness.

Pretest (Broadcasting)

In regards to the commercials that we suggest, both brain waves and eye-tracking would

be useful for marketers to use. Marketers can attach receptors onto participants and track their

brain waves while they watch a WD-40 advertisement. Given that our recommended approach is

using humor, it would be beneficial for marketers to use this tactic and measure if the

participants are receptive to the humor and if it is at an optimal level.

This is especially important because humor tactics can be difficult to perfect. There are

limitations when using humor due to the fact that it could be misconstrued as illegitimate or the
participants will remember the tagline or the advertisement but not the brand behind it. WD-40 is

such a well known brand name that this limitation is not as prevalent compared to other brands.

References

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Communication Perspective (5th ed.). Mcgraw Hill.

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Grease, Gear Oils and Lubricant. (n.d.). Retrieved November 28, 2016, from

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oils-lubricants.html?adlocation=LIT_Category_Product_GreaseGearOilLubricantsCat_en

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http://cosmomediakit.com/r5/home.asp

People Media Kit. (2014). Retrieved November 28, 2016, from

http://static.people.com/people/static/mediakit/

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http://m.condenast.com/sites/all/files/pdf/media_kit_print_3307.pdf
Wagner, N. (2016). How Much Does Television Advertising Really Cost? Retrieved November

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58718.html

Appendix A

Situational Analysis
 Appendix B

Perceptual Map
 Appendix C

Print Media Advertisements

 Appendix D

Media Flow Chart