Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Media Buy Overview

Media Vehicle

No. of Insertions

Total Cost

CPM

Television
Healthy Innovations
Health and Fitness
Total/Avg TV

84
84
84

$ 177,492
$
98,843
$ 276,335

$ 7.18
$ 12.87
$ 10.03

Radio
Chicago - WLIT
New York - WLTW
Los Angeles - KOST
Total/Avg Radio

2
2
4
3

$
$
$
$

$
$
$
$

Magazine
Better Nutrition
Health Time Inc.
Shape
Today's Diet and Nutrition
Taste for Life
Herbs for Health
Total/Avg Magazine

4
4
4
4
4
4
4

$
65,560
$ 460,000
$ 454,980
$
29,120
$
41,940
$
19,300
$ 1,070,900

$ 9.37
$ 9.40
$ 6.78
$ 28.55
$ 2.72
$ 12.06
$ 11.48

Newspapers
Chicago Sun Times
AM New York
Los Angeles Daily News
Total/Avh Newspaper

4
4
16
8

$
65,868
$
20,000
$ 276,672
$ 362,540

$ 26.37
$ 7.94
$ 58.38
$ 30.90

Internet
www.health.com
www.eatingwell.com
www.webmd.com
www.foodnetwork.com
www.care2.com
www.healthynaturaleating.com
Total/Avg Banners

4
4
4
4
4
4
4

$
$
$
$
$
$
$

Google Search/AdWords
Total/Avg Internet

88,000
$
44,002 $

4,576
11,005
17,933
33,514

16,304
16,304
16,304
16,304
16,304
16,304
97,824

7.28
4.95
8.49
6.91

N/A
N/A
N/A
N/A
N/A
N/A
N/A

95,040 $ 1,074
192,864 $ 1,074

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Magazine Placements
Magazine Name
Better Nutrition
Health Time Inc.
Shape
Today's Diet and Nutrition
Taste for Life
Herbs for Health

Cost Per Ad
$ 16,390.00
$ 115,000.00
$ 113,745.00
$ 7,280.00
$ 10,485.00
$ 4,825.00

Magazine Totals/Avg

$ 44,620.83

Ad Size
full page
full page
full page
full page
full page
full page

Ad
Number of
Position Insertions
4th cover
4
4th cover
4
inside
4
inside
4
inside
4
4th cover
4
24

Total Campaign Ciculation Pass-along

Cost
(000)
Estimate
$
65,560
350
5
$
460,000
1,360
9
$
454,980
1,678
10
$
29,120
85
3
$
41,940
550
7
$
19,300
100
4
$

1,070,900

4,123

Total Audience
(000)
1,750
12,240
16,780
255
3,850
400

CPM
$ 9.37
$ 9.40
$ 6.78
$ 28.55
$ 2.72
$ 12.06

35,275 $ 11.48

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Newspaper Placements

Publication Name
Chicago Sun Times
AM New York
Los Angeles Daily News
Newspaper Totals/Avg

PassTotal
Day of
Ad Size Cost/ Col.
No. of
Circualtion
along
Audience
Week Section (col. In.)
In.
Cost Per Ad Insertions Total Cost
(000)
estimate
(000)
Tues. Health
33
$
499 $
16,467
4
$ 65,868
312
2
625
Wed. Health
N/A
N/A
$
5,000
4
$ 20,000
315
2
630
Tues.
Food
33
$
524 $
17,292
16
$ 276,672
148
2
296
33

512 $

12,920

24

$ 362,540

775

1,551

CPM
$ 26.37
$ 7.94
$ 58.38
$ 30.89

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Radio Placements

Program
Chicago - WLIT
New York - WLTW
Los Angeles - KOST
All Radio Total/Avg

Format
Adult Contemp.
Adult Contemp.
Adult Contemp.

Day
Rating
part Rating (%)
PM
PM
PM

4
7.1
4.8

Persons
12+ in
Market

4%
7,862,200
7.10% 15,669,500
4.80% 10,999,100

Cost per
Listeners of
Point Cost per :60 No. of
Station
(CPP)
ad
Insertions

Total Cost

CPM

314,488
1,112,535
527,957

$
$
$

572
775
934

$
$
$

2,288
5,503
4,483

2
2
4

$
$
$

4,576
11,005
17,933

$ 7.28
$ 4.95
$ 8.49

1,954,979

760

4,091

33,514

$ 6.90

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Television Placements

Program
Healthy Innovations
Chicago
New York
Los Angeles
Total/Avg
Health and Fitness
Chicago
New York
Los Angeles
Total/Avg
All TV Totals/Avg

Rating
Rating
%

TV HH in
Market

Total Cost per

HH viewing
Viewers Point Cost per
No. of
program #/HH (000)
(CPP)
:30 ad Insertions Total Cost

2
2
2

2.00%
2.00%
2.00%

3,517,400
7,574,900
5,219,400

70,348
151,498
104,388
326,234

2.5
2.5
2.5

176
379
261
816

1.4
1.4
1.4

1.40%
1.40%
1.40%

3,517,400
754,900
5,219,400

49,244
10,569
73,072
132,884

2.5
2.5
2.5

459,118

CPM
(viewers)

$ 454
$ 1,318
$ 1,227
$ 1,000

$ 908
$ 2,636
$ 2,454
$ 1,999

21
21
42
84

$
$
$
$

19,068
55,356
103,068
177,492

$
$
$
$

5.16
6.96
9.40
7.18

123
26
183
332

454
454
1227
712

$ 636
$ 636
$ 1,718
$ 996

21
21
42
84

$
$
$
$

13,348
13,348
72,148
98,843

$
$
$
$

5.16
24.06
9.40
12.87

1148

856

$ 1,498

168

$ 276,335

10.02

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Internet Placement

Web Sites
http://www.health.com/health/lifestyle/
http://www.eatingwell.com/
http://www.webmd.com/
http://www.foodnetwork.com/
http://www.care2.com/greenliving/
http://www.healthynaturaleating.com/
Banners Total/Avg

Total
Total No. of
Cost/1,000 Impressions/
Total
No. of Impressions
Impressions Month (000) Cost/Month Months
(000)
$
$
$
$
$
$

10.19
10.19
10.19
10.19
10.19
10.19

400
400
400
400
400
400

$
$
$
$
$
$

4,076
4,076
4,076
4,076
4,076
4,076

24,456

4
4
4
4
4
4

1,600
1,600
1,600
1,600
1,600
1,600

Total Cost
$
$
$
$
$
$

16,304
16,304
16,304
16,304
16,304
16,304

9,600 $

97,824

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012

Google Keyword-based Search Buys

Google Keyword-based Ads

Cost per Total Clicks Number of

Click (CPC) Per Month
Months Total Clicks

healh and natural foods

organic foods
healthy living
natural foods
organic eating
healthy eating
heal food store

$
$
$
$
$
$
$

0.05
1.21
1.38
0.97
1.21
1.44
1.26

4,000
1,000
8,000
1,000
2,000
2,000
4,000

Google Total/Avg

1.07

22,000

4
4
4
4
4
4
4

Total Cost

CPM (CPC)

16,000
4,000
32,000
4,000
8,000
8,000
16,000

$
$
$
$
$
$
$

800
4,840
44,160
3,880
9,680
11,520
20,160

$
$
$
$
$
$
$

50
1,210
1,380
970
1,210
1,440
1,260

88,000

95,040

1,074

Media Plan for Whole Foods Market

Prepared by Brittany Parker, Feb. 24, 2012
December

January

February

March

Radio
Chicago - WLIT
New York - WLTW
Los Angeles - KOST
Magazines
Better Nutrition
Health Time Inc.
Shape
Today's Diet and Nutrition
Taste For Life
Herbs For Health
Newspapers
Chicago Sun Times
AM New York
Los Angeles Daily News
Internet
www.health.com
www.webmd.com
www.eatingwell.com
www.foodnetwork.com
www.care2.com
www.healthynaturaleating.com

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Television
Healthy Innovations
Health and Fitness

Week 1

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