Brother Printers Advertising Plan

1

IMC Plan for BROTHER Printer

ADMS 4240 N Advertising and Communications

Prof Pallavi Sodhi

Group 5

Beibei Tang

Ingrid Arellano

Kirandeep Sidhu

Leo Uzlaner

Shane Lieberman

Tom Caravaggio

Viktor Penaflor

208 104 373

204775219

206 790 224

207 402 266

206 524 334

206 853 055

208 885 014

2

Table of Content

10 EXECUTIVE SUMMARY 3

20 THE CLIENT BRIEF 3

21 CATEGORY PRODUCT AND BRAND INFORMATION 3 22 BRAND POSITIONING 3 23 CORPORATE MISSION 4 24 BUSINESS GOALS 4

30 SITUATIONAL ANALYSIS 4

31 MARKET AND CATEGORY OVERVIEW 4 32 SWOT ANALYSIS 5

40 COMMUNICATION ANALYSIS 5

41 COMPETITIVE ANALYSIS 5 42 TARGET MARKET ANALYSIS 7

50 MARKETING OBJECTIVES AND STRATEGIES 7

51OBJECTIVES OF PRODUCT PRICE PROMOTION DISTRIBUTION 7 52 BARRIERS TO MEETING GOALS 8

60 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES 9

70 STRATEGIC BRAND POSITIONING 9

80 CREATIVE STRATEGY 10

90 CREATIVE IMPLEMENTATION 11

91 CONCEPTS AND STORYBOARDS 11 92 PRINT LAYOUT 11 93 CAMPAIGN EXTENSION CONSIDERATIONS 12

10 INTEGRATED COMMUNICATION PLAN 12

101 CHANNELS TACTICS COST 12 102 TIMINGACTIVITY GRIDSCHEDULING 13

11 EVALUATION FOR ADVERTISING PLAN 13

12 BUDGET SUMMARY 14

13 TEAM CREDENTIALS 16

APPENDIX 17

3

1100 EExxeeccuuttiivvee SSuummmmaarryy The objective of this integrated marketing communication (IMC) plan for brother printer is aiming to improve the brand awareness and brand recognition by applying story-board media print media and out-of-home media together with other promotional strategies The campaignmdash―What Frustrates Yourdquo intends to build up the emotional relationship between Brother and customers by positioning Brother printer as a solution for their problems they have dealt with their previous printers By doing so we are willing to strengthen Brother as a reliable brand that provides extra customer value of the same features with other similar printer brands Three approaches ndash rational appeal emotional appeal and humour appeal will dedicate into the main Ads The IMC campaign will start from teaser Ads which intends to generate audiencesrsquo attention and curiosities at first following by the pivotal media Ads which plan to inform and educate the audiences then with other promotional arrangements such as sweepstake sales rebatesdiscounts direct mail internet Ads at the end to achieve the Brotherrsquos overall marketing objectives

2200 TThhee CClliieenntt BBrriieeff

21 Category Product and Brand information

(Refer to Appendix A for Brother products categories)

Brother International Corporation (Canada) Ltd markets a range of business machine products known for their originality and creativity Brotherrsquos key products include printers fax multifunction labeling and document finishing work group solutions for enterprises of any size Brother also markets a wide range of home and industrial sewing machines 1 Brother Canada was established in February 1960 and is headquartered in Dollard-des-Ormeaux Queacutebec Brother Canada provides sales marketing technical support warehousing and distribution for all our Canadian customers 2

22 Brand Positioning

Brother positions itself as a ―reliable brand which aiming to provide the superior value to all its customers quickly by offering innovation unique self-developed technologies and state-of-the-art and global product manufacturing 3 Throughout Brother International Corporationrsquos business activities they follow the motto At Your Side illustrating the companyrsquos customer-first mentality while supporting it with their range of products and services

1 ldquoAbout usrdquo httpwwwbrothercaencompanyindexasp (Retrieved on Mar 22 2008)

2 Ibid

3 ldquoMessage from the Managementrdquo httpwwwbrothercomcorporateenmessageindexhtml (Retrieved on

Mar 22 2008)

4

23 Corporate Mission

Through using its ―unique self-developed technologies and state-of-the-art global product manufacturing the Brother Group will fulfill its corporate mission - to provide superior value to all its customers quickly4 Brother is devoted to a customer oriented

approach to its business and they are consistently striving to ―hellipexceed stakeholdersrsquo expectations and to retain its employeesrsquo pride Above all they are aiming to keep Brother a brand that inspires confidence from and is valued by our customers worldwide5

24 Business Goals

(Refer to Appendix B --Brother Global Vision 21)

Brother has developed a road map that consists of a set of goals that will allow for the fulfillment of Global Vision 21 the companyrsquos mid and long-term corporate visions This will be effective in three successive phases

Phase 1 (from FY032004 to FY032006) To become a leading global company with high profitability by achieving a balance of both sustaining high profitability and technology investment for the future6

Phase 2 (from FY032007 to FY032008) To become a world-class manufacturer by developing outstanding proprietary technologies Brother is willing to expand the Printing Business and build a strong positioning in the market and investments in development of new business areas at this stage7

Phase 3 (from FY032009 to FY032012) To embody Brothers motto At your side throughout corporate culture

3300 SSiittuuaattiioonnaall AAnnaallyyssiiss

31 Market and Category Overview

(Refer to Appendix C ndash Growth of Printing Industry)

The Canadian computer hardware market which consists of personal computers servers mainframes workstations and peripherals consistently posted moderate rates of growth throughout the 2003-2007 periods This trend is expected to continue over

4 httpwwwbrothercomcorporateenmessageindexhtml

5 Ibid

6 ldquoRoad Map for achieving of Global Vision 21rdquo

httpwwwbrothercomcorporateenvisionindexhtml (retrieved on Mar 22 2008) 7 ldquoRoad Map for achieving of Global Vision 21rdquo

httpwwwbrothercomcorporateenvisionindexhtml (retrieved on Mar 22 2008)

5

the forthcoming five years 8 Within computer peripherals printing market keeps increasing from 2001 to 2006 Printing volume grew by 315 and printing value grew by 76 in 2006

9

The printing market is highly concentrated which represents the major players hold the largest market share such as HP Lexmark Epson Xerox Acer and Canon Commoditization and innovation are two trends in this industry which both driven by price competition Major end-users are consumers and business Advertising is widely used in this industry especially to reach consumers and business IT manager

Magazine advertising is common Internet advertising has also become important10

32 SWOT Analysis (Refer to Appendix D ndash SWOT analysis)

Strengths

Wireless printer technology Varity of product lines Brand recognition Various partner networks Online customer service support Competitive prices Product warranty available Existing loyal customers

Weaknesses

Relatively limited product lines Relatively low financial budget for

advertising Low brand image

Opportunities

Growing market demand Changing consumers Technology innovation

Threats

Low brand awareness Low market share Reputation of bring ―flimsy11 Intense competition

4400 CCoommmmuunniiccaattiioonn AAnnaallyyssiiss

41 Competitive Analysis

There are five major competitors competing at different aspects and level in printing industry which are HP Canon Dell Epson and Xerox Competition in printing industry is relatively fierce than other industries according to its technology advances changing customers requirements customer services demand and brand image affects Manufacturers have to adapt to technology transformation and consumersrsquo satisfaction

8 ldquoMarket Analysisrdquo p8 Computer Hardware in Canada-Industry Profile Datamonitor (Feb2008)

httpdbicdatamonitorcomezproxylibraryyorkucacountriescountrygid=Canada (Retrieved on Feb 13 2008 York

University) 9 GMID - Global Market Information Database

httpwwwportaleuromonitorcomezproxylibraryyorkucaportalserverptcontrol=SetCommunityampCommunityID=207ampPageID=720ampcached=falseampspace=CommunityPage (Feb132008 York University)

10 ldquoSales and marketingrdquo Industry profile Industry Overview Hoovers

httppremiumhooverscomezproxylibraryyorkucasubscribeindfrprofilebasicxhtmlID=212 (Feb132008 York

University) 11 httpwwwciaocoukReviewsBrother_DCP_115C_Printer__6493444 (retrieved on Feb13 2008)

6

to improve andor maintain their market share and market revenues Brother with innovative technology is directing to provide solution for home home business and home office consumers Differently from other competitors Brother is the one who put customers at first with sufficient and efficient services through its own hotline and web-support services On the other side customers in printing Industry are prone to experience the response process (cognitive -gt conative-gt affective) Customers are easily be influenced by others andor brand image They most likely to get to know and understand first followed by decision of purchase with experience at the end Therefore to inform and educate customers at early stage is pivotal for a corporationrsquos communication objectives (Refer to Appendix E ndash Competitors information)

Competitor12 Target Market amp Segmentation Communication

Vehicle

HP

Divides its clients into seven segments -Enterprise storage and servers (ESS) -HP services (HPS) - Software -Imaging and printing -Personal systems group (PSG) group (IPG) -HP financial services (HPFS) and corporate investments - The company combines ESS HPS and software segments of business into Technology services group (TSG)

Consumer Packaged Goods -Target everyone from home office to large corporate enterprises and individual home users HP started in printers and thus is known for them

Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon

Tthree main segments -business machines -cameras -optical and other products

Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson

Three business segments - information-related equipment - electronic devices - precision products Epson specialized in printers thus targeting for home office and corporate office as a reliable and high quality printers

Radio

Television

Magazines

Retail Catalogues

Xerox

Even though Xerox has tried to shift its target over the last few years it has always been known as ―the office printerphotocopier It positioned itself so well that most individuals use the term ―Xerox it for photocopying a project or paper

Television

Magazines

Dell

Dell has always targeted a younger audience including students and home users Its famous model is based on online selling and customization for separate and particular needs of its customers

Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7

42 Target Market Analysis

Main Dimension Segmentation Variables Target Market

Geographic Region Toronto Vancouver

Demographics

Gender Age Life Stage Residence tenure Marital Status

Male and Female 25-49 Small business owners Home

office owners Mortgage payers Married with Children

Psychographic

Personality Lifestyle Values Social Class

Family oriented Enjoys family-oriented activities like camping and eating out They are price-conscious Achievers and strivers Middle class earns around $60000 a year

5500 MMaarrkkeettiinngg oobbjjeeccttiivveess aanndd SSttrraatteeggiieess

Overall Objective Develop the Brother brand and foster customer service at all levels of the organization

51Objectives of Product Price Promotion Distribution Product

Objectives to be innovative and ensure high product quality and be eco friendly Main strategies Quality Strategies which allows Brother Canada to ensure and improve their

products to meet the needs and the expectations of being innovative products and services

Environmentally Friendly Strategy which achieved through Brotherrsquos 5R environment concept by working in harmony with the environment

Price Objective Quality Leadership Main strategies Value based Pricing which based on effective vale to the customer relative

to the alternative products

Psychological Pricing a Popular Price Points- Brother offers different price points according to

the type of consumer they are aiming the product at b Positioning- Brother positions itself to be a quality leader- offer a high

quality product which is backed by their certificates of quality

8

Promotional Discounts to stimulate sales of products in the short term13

Promotion Advertising Brother Canada uses print radio and television ads to promote

their products Through advertising they use message and media strategy- the main message is ―Brother on your side and this can be seen on their website and their print ads Also their ads focus on a key aspect of their products which is they as easy to use and user friendly

InternetInteractive Marketing Brother Canada website is the main resource on its products it provides information on the products they carry special promotions on those products and lets one also purchase products Sales Promotion Mainly seen on their website where they offer discount coupons and mail in rebates on various products that they carry Also done through retailers offer discounts off the regular price PRPublicity Main PR is done through their website as it shares an overview of

the company of their credentials and achievements and what their overall objectives are They also aid in their own publicity by sharing articles that have been printed on them that shows them in the good limelight on the organization and products they have There is a large focus on their 5R concept which shows the organization of being eco friendly and this also includes their products such as printers and printer accessories

Personal Selling This is done at retailers or big box stores such as Future shop and Staples where the sales staff would provide information on the product But Brother Canada website also provides personal selling in a way which related back to interactive marketing as well by having aids on searching for products and information on the products

Distribution

Selective Distribution Brother Canada distributes the printers and printer accessories through selected retailers big box stores and through the internet Retailers include Future Shop Best Buy Staples Grand amp Toy and Office Depot14

52 Barriers to Meeting Goals

Barrier 1 High competition in the printer and printer accessories market- HPEpsonLexmarkAcerXerox- a large range of brands of same product with different features available to the consumer

Barrier 2 Low differentiation between competitors- there is low differentiation between printers as they perform one main function which is print With low differentiation consumers are more likely to switch more harder to maintain brand loyalty

13

httpentrepreneursaboutcomodsalesmarketingapricingstrategy_2htm 14httpwwwzipmathcomSLslmcgiLOC_P|L6R2N6|ON|10|100_2|5|wwwbrothercaen3|

9

6600 IInntteeggrraatteedd CCoommmmuunniiccaattiioonn OObbjjeeccttiivveess aanndd SSttrraatteeggiieess

We apply communication objectives in our IMC plan to achieve and support Brotherrsquos marketing objectives and avoid the problems related to sales objectives which give little guidance for planning and developing the promotional program The overall goal of this IMC campaign is to increase Brotherrsquos brand awareness and brand recognition through TV Radio Print Out of home advertising sales promotion direct mail and internet marketing in one year period therefore achieving its market share and market revenue Following are the specific behavioural and communication objectives that are willing to be achieved through this IMC campaign

Product Brother Printer

Time Period one year

Behavioural Objectives Communication Objectives

Trial Objective Obtain trial among 20 of the target audience Use price-off and coupons along with advertising and promotion

Purchase-related behaviour Provide and communicate information about the features and benefits through advertising and promotion

Brand Awareness Create awareness among 80 of target audience Use repetitive advertising in TV magazines Simple message

Brand attitude Create interest in the brand among 80 of target audience

Brand purchase intention generate purchase intention among 20 of target audience

Objectives through different stages of the decision making process

Need Recognition Information

Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web

7700 SSttrraatteeggiicc BBrraanndd PPoossiittiioonniinngg

(Refer to Appendix G ndash Brother and competitors positioning strategy) The main market positioning that Brother Canada would want to pursue in the Ads campaign would be based on quality and benefits that their products can provide for the consumer which will make it better then the competitors as these are the main factors that competitors position themselves and what they must believe consumers may believe to be most important to the purchase criteria There are two main factors that Brother Canada would focus on in the new campaign One is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good that there are affordable products that

10

still have high quality Another focus is to provide products that are reliable and simplistic to use The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient therefore affordable As well with the tag line ―At your side there is a focus of community building for Brother products users and that there is a support system for consumers Brother Canada has 3 main factors that it will position itself on

Benefit ndash easy to use reliable and environmentally friendly

QualityPrice- has a high quality product that is dependable (linked with benefit) but still affordable

Competitor- not going to mention the exact competitors in ads but will have a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions When future consumers are thinking of a solution for their basic printing needs for their home office or corporate Brother Canada will aspire to be that solution These consumers should know the benefits of Brother Canadarsquos which then can be limited to their needs and concerns By following the benefit positioning a sense of quality is made which is a huge factor for Brother so quality will be expressed as superior compared to their competitors With using benefit positioning consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community Lastly with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable What ends up happening with these factors of brand positioning is they all link to one another in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer showcasing that Brother products are a well rounded product15

8800 CCrreeaattiivvee SSttrraatteeggyy

Creative Theme Ads will target family business professionals and convince them that Brother is a reliable brand of printer to all their needs for printing at home whether its ease-of-use simplicity and solution to the various frustrationproblems that aroused from other better known brands of printers Message Appeal Rational appeal emotional appeal humour appeal Source Characteristics Applying familiarity

15

Belch Belch Guolla Advertising amp Promotion Textbook Pages 120-129

11

9900 CCrreeaattiivvee IImmpplleemmeennttaattiioonn

91 Concepts and Storyboards

(Refer to Appendix H ndash storyboard and Print layout )

The storyboard is basically about a typical suburban family whose household gets woken up one night by a strange commotion From the masterrsquos bedroom a strange and supernatural man pops out of nowhere and startles the parents by making uninvited noise The parents freak out and this woke up the kids The two children run upstairs to their parentsrsquo room armed with a bat and a teddy bear only to find a malfunctioning printer that is making a lot of noise instead of a noisy supernatural creature The concepts of this storyboard highlights the problem with most printers sold in the market today ndash to bother people when they least expect it The consumer insight is having that it would be great to have a printer that actually functions on queue and does not act up when in the most unexpected moments

92 Print Layout The print advertisements will continue to follow the ―Frustrated teaser format in a

similar styleThe headlinersquos of the adrsquos announce that the adrsquos are one of many frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad The adrsquos then will expand into revealing that Brother Printers is the solution to the consumers printing frustrations The first ad ―Frustration 7- The Paper Jam is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn The subhead announces what the ad is about ―Life is frustrating printers can be too and this is the slice of life that the ad is trying to communicate with the torn paper image The body copy is short but is a general informative statement that reveals that while printers can be frustrating Brother Printers are reliable and easy to use and are the solution to the printing problems for consumers The ad also has a product shot and includes the campaigns website wwwwhatfrustratesyoucom where consumers are informed that if they share their printer ―horror stories then they enter themselves into a contest for a free Brother printer or grand prize of $10000 The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution The second print advertisement ―Frustration 36- The Ink Splatter follows a similar format but is meant to be more humorous The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable Following the first adrsquos format the ad also includes a product shot the campaign website and the contest offer for consumers The consumer insight for this

ad is again similar to the previous in that as a consumer the problems that printers make

to complicate life can be solved with a printer that is reliable and will not ruin the things

that the consumer wants to print

12

93 Campaign extension considerations

We have to consider the campaign structure design of media language preference

and different media usage when we make the IMC campaign in Montreal

1100 IInntteeggrraatteedd CCoommmmuunniiccaattiioonn PPllaann

101 Channels Tactics Cost

(Refer to Appendix I ndash Integrated Communication Plan )

Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling

Outdoor -Billboard -Bus Shelter

-CBS Poster -Pattison Spectacular -CBS Bus Shelter

$ 182175 $ 68595 $ 108255

-25 GRPs -NA -25 GRPs

-4 weeks -4 weeks -4 weeks

-91 faces -3 faces -104 panels

Aug ndash Sept08 July ndash Aug08 Aug ndash Sep08t

Transit -Subway

Cars -Buses

-CBS TTC Interior -CBS TTC Seventies

$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks

-1560 panels -238 panels

Aug ndash Sept08 Aug ndash Sept08

Out of Home Ads - Vertical Subway Poster

- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels

Sept ndash Dec08 Flight From Dec08 ndashJuly09

Local TV network

-CTV Ontario Evening News -Celebrity Apprentice

-$10000 -$20000

-1547000 viewers

-1185000 viewers

-10 months - 4 months

- 1day 30 seconds - 1week

-Sep08 ndash June09 -Jan ndash Apr09

Radio

-CFRB News Talk 1010 (1010 AM) -680 News (680 AM) -Jack FM (925 FM) -CHUM FM (1045 FM) -Mix 999 (999 FM)

-$18144

Frequency 90 commercials week Teaser 90 x 4 weeks = 360 Standard 90 x 16 weeks = 1440

- 4 weeks (Teaser) - 4 months

-3breakfast 5am ndash 10am -3xMidday10am ndash 3pm 3 x Drive Home Rotation 3pm ndash 8pm 3 x Evening Rotation 8pm ndash 1am 6 x All Night Show 1am to 5am Monday to Sunday

-Aug ndash Sep 08(Teaser) - Sep ndash Dec08

Consumer Magazine

-Canadian Business Magazine -ROB Magazine - Macleans -Time

CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384

-4 months - 3 months -4 months -4 months

-8 issues - 3 issues -8 issues - 9 issues

Sep08 ndash June09

13

102 TimingActivity GridScheduling

Media July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes

1111 EEvvaalluuaattiioonn ffoorr AAddvveerrttiissiinngg PPllaann

The main measures of effectiveness which will be used are pre-test and post-test utilizing the lab and field test methods Pre-Testing Beginning with the pre-testing the campaign will need a creative strategy test because the campaign is new and is different than the usual advertising that Brother does in its advertising This will fall under concept testing which is a lab methodology The purpose for testing the creative strategy is to find out if consumers understand the ―Frustrated campaign in all its formats meaning are the ads from the teasers right through to the finished adrsquos communicating frustration with printers This is important because if consumers donrsquot recognize Brother as a solution to their everyday printing problems then the brand will not register with them and the campaign will not be successful in increasing brand awareness The focus group format will be utilized for its ability to gather qualitative feedback that can provide insights into how consumers perceive the ads and what alternatives they can suggest to best attract their attention in each execution The obvious audience in these focus groups will be the intended target audience for the campaign which are home and home-office users Post-Testing The post-test for the campaign will all be field tests since this method will be able to capture people in their naturally occurring space and their reactions will be more realistic and valuable for evaluating the campaign and its success

Finished Print Advertisement in Magazines The inquiry test which evaluates how many people visit the main website and the

campaign micro-site as well as how many people have participated in telling their stories and how many have purchases a Brother Printer and entered themselves into the grand prize contest The limitations for this measurement is that we will be unsure if people have understood our message and reacted to the ad or just reacted to the contest offers

The recall test allows for us to test the effectiveness of an ad and if people have understood the message being delivered This will help us test for brand positioning The method for this will be the sending of test magazines to participantrsquos homes which will have a sample size of 150 per each geographic target market This sample size will

14

come from our database of consumers that have accessed the micro-site The respondents will be asked to read the magazine by a certain date and then they will receive a phone call after this date which will inquire about their impressions of the ad and what main message did they perceive from the ad

Finished TV Advertisements The inquiry test will again be utilized with measuring the response of people who visit the micro site and main site after the TV ads are released and then this will also be supplying the participants for other tests in the study The comprehensive measures and it will be copy testing which is a type of focus group but in a field test way Here consumers will be given a tape of the ad and then contacted after (the next day) and asked about their opinion on the ads and their evaluation of the ad This test allows us to measure consumerrsquos evaluations of the adrsquos and how well they understand the creative idea and message that Brother Printerrsquos is trying to position it on The final test for television ads will be the tracking studies test A sample of 250 to 500 people taken from our database on the micro-site E-mail surveys will be sent out with question inquiring about customerrsquos impressions of the ads and what they have taken from the ads and their overall evaluation of the ads We then can assess the awareness recall and attitudes towards the ads and the brand We can assess the current campaign and its effectiveness and make any changes required that may be needed for future campaigns Overall the main goal of these tests for the promotional tests is to assess how consumers perceive the brand before and after the ad campaign is launched As well as to see if the brand positioning that is being implemented and the message being employed is getting across to the target market as intended

1122 BBuuddggeett SSuummmmaarryy

The entire campaign cost will be $5044198 which includes media cost of $4375935 creative production cost of $ 25000 and agency remuneration of 643263 The agency remuneration is based on commission system (15) negotiated with the client Detailed costs that allocate to the different media are listed below

15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120

CBS TTC Seventies $77350

Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600

CTV Local Evening News

$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine

Canadian Business Magazine

$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16

1133 TTeeaamm CCrreeddeennttiiaallss

As a full-service agency we offer our clients a full rage of marketing communications and promotions services including planning creating and producing the advertising performing research and selecting media We have creative team which provide the creative strategy to our clients account service team aims to build and coordinate a good relationship with our clients marketing service team intends to provide different marketing promotional strategies management and finance team that assists to manage and audit the whole service involved with clients Our experts are cooperated and dedicated to provide the best services for our clients Specific role of different staff are showed in the following chart

President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production

Writers Art directors

Account Supervision

Leo Account

Executive

Media Sales Promotion

Research Accounting Finance

17

AAppppeennddiixx

Appendix A - Bother Product Categories Appendix B ndash Brother Global Vision 21

Laser Printers Brother has a wide range of high performance quality laser printers for personal home use office workgroups

Multi-Function Centers Brothers award winning range of Multi-Function Centers can combine any combination of features including

Fax Machines Brother has one of the most extensive lines of quality facsimile machines The range includes plain

P-touchreg Labellers The Brother P-touchreg electronic labellers are perfect for creating instant laminated labels Brothers laminated

Sewing amp Embroidery Brother is a leading manufacturer of domestic sewing and embroidery machines sergers sewing accessories

Typewriters Brotherrsquos typewriter is ideal for formatting and typing text on pre-printed material

18

As an organization that does business on a global scale the customer comes first in all of our activities and in many ways Moreover Brother is a company that provides good values obviously to our ―existing customers but also to potential

―future customers Global Vision 21（GV21) is the mid-to-long-term vision of the

Brother Group that was adopted in FY2003 based on this line of thought

Three goals to achieving Global Vision 21

To become a leading global company with high profitability While promoting globalization not only in the scale of the business but also in our way of thinking Brother will flexibly react to various changes and keep evolving swiftly We will also establish a highly profitable and solid financial strength

To become a world-class manufacturer by developing outstanding proprietary technologies Brother will push forward manufacturing of unique and original products based on the customer-first standpoint by developing outstanding proprietary core technologies and acquiring patents

To embody Brothers motto At your side throughout our corporate culture Brother will foster a customer-first corporate culture in all the stages of our operations including product planning development design manufacturing sales and services Our goal is to ensure the customer perception that Brother is a reliable brand

httpwwwbrothercomcorporateenvisionindexhtml Appendix C ndash Growth of Printing Industry

19

Sources Consumer Electronics Euromonitor from trade

sourcesnation al statistics

GMID - Global Market Information Database

httpwwwportaleuromonitorcomezproxylibraryyorkucaportalserverptcontrol=SetCommunityampCommunityID=207ampPageID=720ampcached=falseampspace=CommunityPage (Feb132008 York

University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20

1 Brother Partner Network

Partner Network

DampH Ingram Micro Ink Quest JCMD InterAD Weston Randmar SP Richards Synnex Canada Taknology Canada

httpprinterinkcartridgesprintcountrycombrother-printer-ink-cartridges-articlespopular-

brother-printer-models-cartridges (21208)

2Most Popular Brother Printer Models amp Brother Cartridges

Brothers Printers have long been considered as a pioneer in the printer industry With the many awards and accolades that it has received Brothers is certainly one of the best printer brands out in the market today There are several advantages to choosing Brother for your printer needs like its state-of-the art printer technology reputation for quality and reliability and excellent support service But aside from these advantages there is one advantage that clearly sets Brother apart from other manufacturers the plenitude of choices Below are some of the most popular Brother Printer models and cartridges you can choose from

3 Brother MFC-210C Color Inkjet Multifunction Printer

One of Brotherrsquos ever-reliable multi-purpose machines this printer works as a printer scanner copier and fax machine in one With print speeds varying from 20ppm to 15ppm for black and color printouts and 6000 x 1200 dpi resolution the MFC-210C is the ultimate printing machine It can hold up to 100 sheets in its loading tray and can even do borderless printing for every standard photo sizes It can accommodate papers of varying lengths and widths with a maximum of 14 inches and 85 inches respectively It can also accommodate different media like CompactFlash SmartMedia xD-Picture Card Secure Digital and memory sticks

4 Brother MFC440CN Multifunction Color Inkjet

Another of Brotherrsquos multipurpose machines the MFC440CN color inkjet printer is set apart from the competition with its engineered features like an auto-document feeder and stand-alone faxing Even with all its functions this printer only weighs 242 pounds making it one of the lightest multipurpose machines around

5 Brother HL-1440 Printer

21

Touted as the ideal printer for home and office use Brother HL-1440 printer provides faster printing speeds upgraded memory higher print resolution and more competent user support than its predecessor HL-1240 It also incorporates cutting-edge Shockwave Print Management System that uses an easy interface for direct operation This printer also offers connections like parallel ports and USB drives


Engineered specifically for home use this printer is compatible with either Windows or Mac operating systems Designed with space-saving in mind this printer is compact and can be placed conveniently anywhere inside the average home office This printer also offers a 250-sheet loading tray to reduce the need for paper refills and save time

7 Brother Cartridges

The Brother TN350 toner cartridge works well with Brother printers Excellent choices for toner cartridges under the Brother brand are TN-460 TN-430 and DR-400 respectively Although most Brother toner cartridges work well with Brotherrsquos printers itrsquos best to inquire about which cartridge suit a particular printer best

Appendix E ndash Competitors Information

22

Canon

Canon is a manufacturer of plain paper copying machines digital multifunction devices laser beam printers bubble jet printers cameras and steppers The company primarily operates in Europe and the US It is headquartered in Tokyo Japan and employs about 118500 people The company recorded revenues of JPY4156759 million (approximately $357481 million) during the fiscal year ended December 2006 an increase of 107 over 2005 The operating profit of the company was JPY707033 million (approximately $60805 million) during fiscal year 2006 an increase of 213 over 2005 The net profit was JPY455325 million (approximately $39158 million) in fiscal year 2006 an increase of 185 over 2005 Canon has three main business product groups business machines cameras and optical and other products The company has a strong brand image which provides it with an edge over its competitors However intense competition could lead to pricing pressures and loss of market share

Hewlett- Packard

HP is a provider of personal computing and other access devices technologies solutions and services to individual consumers small and medium-sized businesses (SMBs) and large enterprises The company offers technology solutions including enterprise storage and servers technology services and software products personal systems including commercial personal computers (PCs) consumer PCs and workstations among others and imaging and printing products including consumer and commercial printer hardware printing supplies printing media and scanning devices Hewlett-Packard has a strong market position in most of its product segments The company primarily operates in the US It is headquartered in Palo Alto California and employs about 156000 people The company recorded revenues of $91658 million during the fiscal year ended October 2006 an increase of 57 over 2005 The operating profit of the company was $6809 million during fiscal year 2006 an increase of 846 over 2005 The net profit was $6198 million in fiscal year 2006 as compared to the net profit of

Strengths Strong brand image Strong financial performance Robust RampD capabilities

Weaknesses Sluggish growth in sales of office

imaging products Litigation issues High dependence on Hewlett-Packard

Opportunities Opportunities in medical-related fields

and digital commercial printing New display businesses Growing market for digital photography

and LCD products

Threats Intense competition Evolving trends Risks of international operations

23

$2398 million in 2005 The company has a leading market position in the global PC market in terms of shipments Hewlett-Packard wrested market leadership from Dell in the global PC market in the third quarter of 2006 and managed to sustain it in the fourth quarter of 2006 Strong market position in select market segments enhances the brand image of the company and provides economies of scale in procurement The company faces intense competition across all business segments in terms of price quality brand technology reputation distribution and range of products Stiff competition could adversely affect the companys revenues and profitability

Dell

Dell is one of the worlds largest suppliers of personal computers and related products It designs develops manufactures markets and services personal computers servers printers and other products The company primarily operates in the Americas It is headquartered in Round Rock Texas and employs about 66000 people The company recorded revenues of $57095 million during the fiscal year ended February 2007 an increase of 21 over 2006 The operating profit of the company was $3179 million during fiscal year 2007 a decrease of 336 over 2006 The net profit was $2614 million in fiscal year 2007 a decrease of 317 over 2006 Dell develops manufactures markets and services a range of computer systems Dell segments itself as a complete customization company that offers many variations in specific orders with reliable products and quick speed in distributing their products Despite ceding market share to Hewlett-Packard Company in the recent past Dell continues to have a strong market position in the computer hardware segment a platform from which it could launch a campaign for regaining the global market leadership in the PC segment However intense competition in the PC industry could further erode the companys margins and reduce its market share

Strengths Strong market position Robust balance sheet High brand equity

Weaknesses Weak internal controls Lack of in-house management

consulting division Flat RampD spending

Opportunities IT initiatives Opportunities in BRIC countries Opportunities in imaging and printing

Threats Intense competition Supply disruptions and product recalls

Strengths Strong market position Growing presence in India and China Wide product portfolio

Weaknesses Weak internal controls Product recalls Relatively weak customer service

Opportunities Threats

24

Epson

Epson is engaged in developing and manufacturing of printers visual instruments and PC related portable components The company primarily operates in Japan It is headquartered in Nagano Japan and employs about 88000 people The company recorded revenues of JPY1416032 million (approximately $121212 million) during the fiscal year ended March 2007 a decrease of 86 over 2006 The operating profit of the company was JPY50343 million (approximately $4309 million) during fiscal year 2007 an increase of 954 over 2006 The net loss was JPY7094 million (approximately $607 million) in fiscal year 2007 as compared to the net loss of JPY17917 (approximately $1534 million) in 2006 The company has strong market position in the select markets like projector and LCD display which provides it with stable revenues and enhanced band image However dependence on third party suppliers with out long term agreements increases the risk of affecting the business operations during situations of increasing demand

Xerox

Xerox is a supplier of photocopiers printers and other document systems It also offers document management services and customized solutions The company provides one of the document industrys broadest portfolio of offerings Digital systems include color as well as black-and-white printing and publishing systems digital presses and book factories multifunction devices laser and solid ink network printers copiers and fax machines Xerox also offers associated software support and supplies such as toner paper and ink The company primarily

Increasing demand for mobility products

Positive outlook for online sales Growing Indian internet market

Intense competition Economic slowdown in -US and Euro

zone Commoditization of PCs

Strengths Strong market position Extensive global reach Focus on research and development

Weaknesses Poor returns Declining Margins Weak performance of electronic

devices segment

Opportunities Restructuring reforms Growing projector markets Asian semiconductor market

Threats Dependence on third party suppliers Short life cycle of the products Environmental regulation

25

operates in the US It is headquartered in Stamford Connecticut and employs about 54000 people The company recorded revenues of $15895 million during the fiscal year ended December 2006 an increase of 12 over 2005 The operating profit of the company was $1390 million during fiscal year 2006 a decrease of 49 over 2005 Some of the reasons for the declining operating profit are the following higher bad debt expense increased non financing interest expense no gain related to the sale of Integic in 2005 no interest income benefit from the finalization of the 19961998 internal revenue service tax audit The net profit was $1210 million in fiscal year 2006 an increase of 237 over 2005 Xeroxs research and development focus is primarily on the development of high-end business applications to drive the new business of printing extending color capabilities and lower-cost platforms and customer productivity enablers Xerox has a strong brand image and its name has become synonymous with the term photocopying Strong brand image provides Xerox an edge over its competitors Intense competition however could adversely affect the companys margins

Appendix F ndash Brother Marketing Objectives

I Products Brother Canada is certified ISO 90012000 standard by Moody International who is the world leading register To ensure they meet these standards Brother Canada has a Quality Management System that ensures and meets the ISO 90012000 standards Reference wwwbrothercaencompnaycertifiicates

Strengths Strong brand image Strong RampD capability Wide product portfolio

Weaknesses Weak financial performance High dependence upon mature markets High dependence on third parties Litigations

Opportunities Acquisitions of Amici and XMPie Expansion in small and midsized

business markets Color peripherals market

Threats Intense competition International business risk

26

Another goal of the company is to be eco friendly not in the way they run their operations but as well as with the products they supply to consumers and businesses This is done through various ways by Brother Canada The 5R Concept The 5R concept was developed by the Brother Group in Nagoya Japan Globally it represents five environment-conscious words starting with the letter R and the notion of 5R is the keyword for environmental activities at Brother

Refuse Avoid purchase of environmentally burdensome materials whenever possible

Reduce Reduce waste material

Reuse Reuse waste material without processing

Reform Reuse materials in a different form

Recycle Reuse materials as resources

Brother Canada has launched many new environmentally friendly activities through this concept which affects the products they supply

- 2007 launched the cartridge collection programs for toner supplies recycling- the aim of this is that they are still part of the product even at the end of the product life cycle and they are being conscious of the environment- there overall goal is to be environmentally friendly over the life of the product from beginning to end

- Several of their products including printers and printer accessories are registered under the Energy Star program

- ISO 14002004 certified- this is the global standard for environment management

- Member of the not for profit organization Electronic Products Stewardship Canada (EPSC) which works to design and promote and implement solutions for electronic waste problem

Reference wwwbrothercaencompanyenviornemnt

II Price

27

3 main pricing points for their printers 1 Under $200- aimed at regular consumers and home office consumers 2 $200-$400- aimed at business amp home office consumer 3 $400 and up- aimed at business consumer(CorporateITPublic Sector)

4 main pricing points for Multi function centers ( printcopyscan) 1 Under $150- home consumer and home office 2 $150-300- home office consumer 3 $300-$500- home office and business consumer

$500 and up- business consumer

Reference wwwbrotherca

III Promotion

Reference httpwwwbrothercaindexasp

28

Reference httpwwwbrothercaencompanyshow_promosasp

Appendix G ndash Brother and competitors positioning strategy

Category Product Start Date End Date Amount

Fax Machines FAX-1360 02012008 02292008 $ 20 OFF

Laser Printers HL-4040CN 01012008 03312008 $ 50 OFF

Laser Printers HL-2040 01012008 03312008 $ 20 OFF

Laser Printers HL-4050CDN 01012008 03312008 $ 80 OFF

Laser Printers HL-5250DN 02012008 02292008 $ 60 OFF

Multi-function Centers

MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF

P-touchreg labellers

PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29

Market Positioning There are 5 main competitors in the Canadian market and they are Canon Xerox HP Epson and Dell The main factors these companies position themselves on are as follows Canon- their main brand position is based on how ―quality products create loyal products16 Their positioning is Quality positioning Xerox- Main positioning is that they are helping people a better way to do their work they are using benefit positioning And the core benefits they are focusing on are quality (Refer to Appendix) HP- their campaign ―What do you have to say focuses on getting their consumer involved in with the HP brand Their main positioning is based on that Hp offers the technology needed for consumers business and life Their positioning is based on benefits that their products can provide for consumers There does not seem to be any real focus on quality 17 Epson- With their ―Epsonality Campaign focusing on consumerrsquos creativity and linking that to finding the best printer for their needs Main brand positioning is focused on benefit positioning which protrays that Epson is an innovative brand that is easy to use- this links to Epson having quality products that aligns to consumer needs this is the benefit of their product (Refer to Appendix) Dell- their main advertising is focused on how they provide innovative technology and services Their main brand positioning method is Benefit Positioning as their products offer specific benefits to product users Figure 1

High Quality Canon Brother Canada

Low High Benefits Benefits HP Dell Low Quality

Brand Positioning

16

httpwwwcanoncaenglishc-canoncaorghtml 17

httpwwwhpcomhpinfonewsroomhpads

30

There are two main factors that Brother Canada would focus on in the new campaign When it comes to the new campaign the main goal of Brother is to convince people that when they think of a printer or printer accessories the name that should pop into their minds is Brother As well Brother needs to think of what will make that happen and why Brother printers is a distinct product from the competitors what makes Brother better This new campaign is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good that there are affordable products that still have high quality As well another goal for Brother is to attract new consumers that one does not have to be a genius to use printers that they can be as easy as pressing a button The main focus is that when it comes to consumerrsquos they want products that are reliable and simplistic to use in this already hectic technology era and they want a product that will last and live up to its promises From this it can be derived that the main factors that Brother will position itself on is reliability and quality (Figure 2 displays positioning map) Figure 2 High Reliability

Brother Canada Low High Quality Quality

Low Reliability The opportunities of developing an improved brand positioning decision is that Brother can maintain existing consumers and attract new consumers by showing them that reliability and quality are affordable As well this positioning is still part of the existing positioning that Brother has as this campaign will continue to focus on Brotherrsquos ―At your side tag line which links to the larger emphasis on reliability (as at your side means that Brother is there when consumers need them and is something that works whenever needed) which in hopes will help portray to consumers that they are getting the value they want from the product and more and also set a competitive advantage over the competitors The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient therefore affordable As well with the tag line ―At your side

31

there is a focus of community building for Brother products users and that there is a support system for consumers Positioning Methods Brother Canada has 3 main factors that it will position itself on


QualityPrice- has a high quality product that is dependable

(linked with benefit) but still affordable

Competitor- not going to mention the exact competitors in ads

but will have a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions When future consumers are thinking of a solution for their basic printing needs for their home office or corporate Brother Canada will aspire to be that solution These consumers should know the benefits of Brother Canadarsquos which then can be limited to their needs and concerns By following the benefit positioning a sense of quality is made which is a huge factor for Brother so quality will be expressed as superior compared to their competitors With using benefit positioning consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community Lastly with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable What ends up happening with these factors of brand positioning is they all link to one another in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer showcasing that Brother products are a well rounded product18 About Xerox Canada

About Xerox Canada

Xerox Mission Statement Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies products and services that improve

18


32

our customers work processes and business results

Xerox Values Since our inception we have operated under the guidance of six core values

We succeed through satisfied customers We value and empower employees We deliver quality and excellence in all we do We provide superior return to our shareholders We use technology to deliver market leadership We behave responsibly as a corporate citizen

Business Xerox Corporation offers an array of innovative document solutions services and systems -- including color and black-and-white printers digital presses multifunction devices and digital copiers -- designed for offices and production-printing environments It also offers associated supplies software and support

Employees Xerox Canada employs over 4500 employees nationally and has indirectly created thousands of jobs across Canada in the printing and document management industry

Offices Xerox Canadarsquos head office is located at 5650 Yonge Street in Toronto Ontario The company also maintains regional offices across Canada and in major cities such as Vancouver Calgary Edmonton and Montreal Additionally Xerox has a centre in Saint John New Brunswick that handles customer inquiries and calls for remote technical or on-site service from across North America and The Xerox Knowledge Centre located in Halifax Nova Scotia which is comprised of two operations the TeleWeb Centre which focuses on sales of Xerox equipment and services and the Welcome Centre which focuses on the delivery of technical product support

Xerox Research Centre of Canada is located in the Sheridan Science and Technology Park in Mississauga Ontario XRCC has a worldwide reputation in materials research and is home to 11 other major industrial research centers

Reference httpmediaxeroxcabackgrounder

News Release

33

FOR IMMEDIATE RELEASE

Contact Karen Gumbs Cohn amp Wolfe (416) 924-5700 x4090 karengumbscohnwolfeca PERSONALITY AND PRINTING HABITS POWER EPSONrsquoS NEW INTERACTIVE CAMPAIGN TO MATCH INDIVIDUAL CREATIVE NEEDS WITH PRODUCTS

ldquoEpsonalityrdquo Campaign Assigns Personality Traits to Products Giving Consumers a Fun and Easy Way to Select A Printer Thatrsquos Right ForThem

TORONTO ON ndash November 22 2007 ndash Our personalities define who we are what we do and ultimately how we express ourselves Recognizing how personality relates to printing requirements Epson Canada today unveiled the first personality-driven approach to educating consumers how to best align their individual creativity and printing needs with the right Epson product Called ―Epsonality the new marketing approach is designed to help customers cut through the confusion of model names and specifications to determine the printer that best meets their needs by inviting them to discover their Epsonality Epsonality refers to the unique creativity in each person and matches the companyrsquos innovative printer attributes with various personality types and printing behaviours At the core of the program is an interactive web site wwwepsonalityca where customers ranging from business professionals to creative consumers can get information about the Epson product that best addresses their individual printing requirements For consumers who want additional help determining the right product for them the Epsonality site features a fun and easy interactive quiz to help consumers establish their printing personas After identifying their Epsonality the web site gives the consumer the option to buy that printer purchase it as a gift for someone or put it on a wish list for others to consider this holiday season Epson Canada Launches Epsonality Campaign Page 2 ―Our products target a wide variety of customers ranging from the techno-savvy to the inventive type but all of our customers have a need to express their creativity said Tamara Walsh marketing manager Epson Canada ―We are inviting consumers to take a more active experiential role with not only the Epson brand but also our individual products Rather than simply looking at features we want our customers to see their printer a little differently and understand how certain products best meet their needs The Epsonality brand messaging will be communicated through an integrated campaign that includes radio print and online components in playful exchanges that reveal a consumerrsquos Epsonality To discover your Epsonality please visit wwwepsonalityca

34

About Epson Canada Epson offers an extensive array of award-winning image capture and image output products for the consumer business and graphic arts markets The company is also a leading supplier of value-added point-of-sale (POS) solutions for the retail market Epson Canada Limited is a wholly-owned subsidiary of Epson America Inc which is the US affiliate of Japan-based Seiko Epson Corporation a global manufacturer and supplier of high-quality technology products that meet customer demands for increased functionality compactness systems integration and energy efficiency Epson Canada Limited is headquartered in Toronto Ontario Reference httpwwwepsoncacgi-binceStoreEditorialAllAnnouncementsjspBV_UseBVCookie=yes

Appendix H ndash Storyboard and Print Layout

35

Print Advertisements The two print advertisements for Brother Printers are magazine oriented with a both a humorous and informative format to utilize this particular media to its up most potential The decision to do this type of print ad is based on the fact that Brotherrsquos objective for this campaign is brand awareness and to stand out from the clutter that most magazines have with advertisements Brother will have to be different The optimal form for achieving the brand awareness aspect of the campaign is to get the attention of consumers and a humorous and informative advertisement can accomplish this for Brother The print campaign will take place in national magazines across Canada that reach the large markets of Toronto Vancouver and Montreal that the campaign has targeted as being important for increasing brand awareness The print advertisements will continue to follow the ―Frustrated teaser format in a similar style The headlinersquos of the adrsquos announce that the adrsquos are one of many frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad The adrsquos then will expand into revealing that Brother Printers is the solution to the consumers printing frustrations The first ad ―Frustration 7- The Paper Jam is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn The subhead announces what the ad is about ―Life is frustrating printers can be too and this is the slice of life that the ad is trying to communicate with the torn paper image The body copy is short but is a general informative statement that reveals that while printers can be frustrating Brother Printers are reliable and easy to use and are the

36

solution to the printing problems for consumers The ad also has a product shot and includes the campaigns website wwwwhatfrustratesyoucom where consumers are informed that if they share their printer ―horror stories then they enter themselves into a contest for a free Brother printer or grand prize of $10000 The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution The second print advertisement ―Frustration 36- The Ink Splatter follows a similar format but is meant to be more humorous The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable Following the first adrsquos format the ad also includes a product shot the campaign website and the contest offer for consumers The consumer insight for this ad is again similar to the previous in that as a consumer the problems that printers make to complicate life can be solved with a printer that is reliable and will not ruin the things that the consumer wants to print

Appendix I ndash Integrated Communication Plan

37

1 Teaser Campaign As a precursor to our IMC campaign we plan to launch a teaser campaign to generate buzz and curiosity amongst our target audience This teaser campaign will commence one month prior to the launch of our actual advertising campaign The campaign will see ads being executed primarily through the use of out-of-home advertising including billboards transit shelters buses as well as subway cars We also plan to utilize the radio as we believe that it will provide a good geographic reach of our target audience on their daily commute to and from work during the work week as well as enhance the probability of multiple exposures to our ads in a given day Central Theme The central theme of the teaser campaign will be based on the same theme that will make up our IMC campaign printer frustrations Each teaser ad will be based on a one-word question ―FRUSTRATEDrdquo The vagueness of this question is intentional as it will ultimately allow the audience to determine what the ad truly means Furthermore we have strategically decided to locateplace these teaser ads in locations that may yield higher than average levels of frustration amongst our target audience members This will include billboards being placed in high-traffic metropolitan areas such as highways which during rush hour can lead to increasing levels of frustration for commuters We also plan to use the backs of buses to display our ads which will also increase effectiveness of the message due to the frustrating nature of being stuck behind buses during a daily commute to or from work Subway cars will also be used to display our ads as thousands of commuters utilize the subway to get to work every day of the work week Transit shelters will also be utilized in this campaign as the wait for buses amongst hundreds of commuters can add to the effectiveness of the ad while they wait for their ride Furthermore transit shelters can also reach large amounts of commuters who may commute to work by car as the ad will also be quite visible from the road due to the bright white background and clear dark blue text in the forefront Our use of radio ads will also be integrated into this campaign as well since target audience selectivity can be effectively achieved through this medium Ads will also be aired during rush hour times which increase the chances of target audience members being exposed to these ads as well as the outdoor ads during their commutes to and from work The purpose of our teaser ads OutdoorTransit All of our outdoor and transit teaser ads will consist of a large headline stating ―FRUSTRATED which will essentially be used to attract the target audiencersquos attention as they drive past By having a bright white background and large simple dark blue text we hope to increase effectiveness of captivating the audience The question itself is very general and vague as it will allow for the audience member to evaluate its meaning on their own If executed correctly most audience members will have some sort of frustration to complain about particularly

38

rush hour traffic in this case The headline is in the form of a question basically asking if the target audience member is frustrated but does not get into specifics on the matter The copy body just below the headline will be markedly smaller in size and is ultimately meant to provide some sort of solution to the frustration that is provoked by the headline The copy in each ad however has been strategically cut off so that no ―real solution to the frustration can be revealed The methods of cutting off the text for each ad will be consistent with three of the most common types of printer frustrations that are often faced by printer users those being 1) having ink splattered on the paper making the final few words of the solution illegible 2) portraying the event of a paper jam by having a rip down the page giving the illusion that the rest of the paper (solution) has been ripped off and 3) having the last few words of the solution smudgedsmeared which will give the illusion that the text has been streaked by ink in the printing process The concepts for these outdoortransit teaser ads are presented as follows Teaser Concept 1 Ink Splatter Effect

39

Teaser Concept 2 Paper Jam Tear

40

Teaser Concept 3 Streaking Ink

41

Teaser Concept 4 Ad plus microsite URL

42

Radio The central idea behind the outdoortransit teasers will be translated into a verbal radio teaser ad but rather than having text from the print ads cut off the verbal solution element will be inconveniently drownedcut off by the many frustratingirritating sounds of the road such as car horns blaring engines roaring

43

etc Once the sounds come to a stop the radio commercial concludes with a voice conveniently asking ―Frustrated (Please refer to the Radio folder of the ldquoMedia Filerdquo to listen to the mp3 of this radio teaser ad) The nature of this creative idea is to ultimately ad to the frustration that the audience member may be experiencing at the time as they will be left in the dark as to what exactly the ad is really saying or what it is really all about Thus curiosity and buzz is born as audience members will be asking themselves what the ad was really about but will have no idea how to find out since no other information will be available to them until the final week of the teaser campaign It is at this time that each outdoortransit ad will be replaced by the same exact ad just with the sudden addition of a link to the IMC campaignrsquos microsite This final week of the teaser campaign will ultimately be the transition period between the teaser campaign and our actual ad campaign The Microsite wwwwhatfrustratesyoucom

This site will ultimately be the ―hub of our IMC campaign as it will be the major touch point that every ad will refer to for additional information on the campaign as well as the Brother line of home-office printers wwwwhatfrustratesyoucom will act as the major source for information as well as the place where our sweepstakes

44

will be made possible A major tenet of our IMC campaign lies in this microsite as it is the place where individuals can submit their own ―printer horror stories for their chance to win their own Brother home-office printer as well as other prizes which includes having their printer frustration story being used as the basis for a subsequent commercial ad It is with utmost importance that the microsite be designed and developed to 1) maximize levels of interactivity between the viewer and the site 2) create a high degree of stickiness to keep the visitor intrigued so that they stay logged on to the site longer and 3) be extremely easy to navigate The microsite will have five pages (not including the homepage) which ultimately serve their own distinct purposes These pages are briefly identified and summarized as follows

1) Share Your Story On this page visitors can submit their own printer horror stories and ultimately enter into the sweepstakes activities that will be taking place over the course of the IMC campaign Upon submitting their stories visitors are asked to provide their names and to fill out their demographic information including their age sex and geographic location This page will also ask the visitor to provide their e-mail address and will be asked how they found out about the website or the campaign (ie through a friend over the internet from ads etc) This can ultimately help us in our attempts to measure the effectiveness of our ads The page will also include an opt-in section where visitors can opt-in to receive promotional e-mails andor newsletters for future promotional activities By providing personal information we can gain a better understanding of each customer and can therefore interact with them through direct marketing activities in the future This will be a good way to begin building customer relationships for future CRM initiatives On submission of their printer horror stories visitors will receive a confirmation e-mail verifying that they have been automatically entered into the sweepstakes In this e-mail participants will also be asked to save the confirmation for future reference and proof of submission should their number be selected as the sweepstakes winner To eliminate the chance of repeat entries into the sweepstakes security measures will be taken which will include a limit of 1 entry per e-mail address and a maximum of 3 submissions per IP address since more than one family member may submit their own personal story through the same computer

2) Read Stories This page allows visitors to read the printer horror stories

that have been submitted by other sweepstakes entrants

3) Our Printers This page will be designed essentially to inform and educate the viewer on the Brother line of home-office printers Upon the selection of this page Polaroid-style pop-ups will appear in the center of the screen which will each provide visual images product information and specifications pertaining to a particular printermodel as well as information on where they can be purchased how much they cost etc This page offers tremendous opportunity for the navigator to interact with the site as they have complete control over which page they wish to view at any particular

45

point in time Also the way in which each selected pop-up skims its way to the front of the pile creates a visually stimulating experience for the visitor which in turn enhances site stickiness

4) Our Campaign The purpose of this page is to inform the visitor on the

campaign itself This includes a brief history behind the campaign which addresses the reasons why we chose this campaign its central theme and message as well as a brief overview of the creative ideas behind the campaign This page will also include sections where the viewer is given the opportunity to watch some of the TV ads used in the campaign view some of the campaigns print ads listen to mp3rsquos of the campaigns radio ads as well as read various testimonialseditorialspublications regarding the campaign

5) Tell a Friend This page does not consist of much content but it does

provide the visitor with the opportunity to e-mail a friend with a link to the site so that they can experience it and be given their own opportunity to enter into the sweepstakes

Sweepstakes

Our sweepstakes for this advertising campaign will offer participants the chance to win their very own Brother home-office printer courtesy of the company 10 brother printers will be up for grabs in this sweepstakes activity as well as a grand prize of $10000 for recent Brother Printer purchasers The grand prize of $10000 will only be available to those who purchase a Brother printer within the time period of the campaign This aspect of the sweepstakes is a sales promotion to build demand for Brother Printers and generate higher sales volumes in a short time frame This sales promotion is essentially targeted towards consumers that are in their information search or evaluation of alternative stage in the decision process and will be an effective way of inducing consumers to choose Brother Printers over those of competitors On the purchase of a Brother printer consumers will be asked for their name address location as well as their e-mail address for future promotional activities They will then be given a confirmation code and will be told to monitor the microsite and their e-mails to see if they have won the grand prize At the conclusion of the campaign one of the names on a list of participants will be selected at random to decide the winner of the grand prize A congratulatory e-mail will then be sent to their e-mail address asking the winner to respond with their personal information as well as their confirmation number to verify their status as the true winner The sweepstakes will be promoted through each of our IMC channels as well as through each of our advertisements during the campaign Every ad in the campaign will provide sweepstakes information as they will direct the audience to the microsite (wwwwhatfrustratesyoucom) where they can learn about and enter into the sweepstakes (Please refer to any of our advertisements whether it be print radio or television for examples)

46

How to enter To enter into the sweepstakes to win a Brother printer participants are required to log onto wwwwhatfrustratesyoucom and sign up by entering their personal information in the ―Share Your Stories Page Once all required information fields are filled out the participant will then be given the opportunity to enter their printer horror story onto the website Once the story has been submitted a confirmation e-mail will be sent to the participant consisting of a verificationconfirmation number The participant will be asked in the e-mail to take note of the confirmation code as it will be used as proof of submission and will also be required to redeem the sweepstakes prize should they be fortunate enough to win At the end of the advertising campaign 11 lucky winners will be chosen at random and announced on the website (10 will be winners of the printers and 1 for the grand cash prize) Winners will also be sent congratulatory e-mails along with a request for their confirmation number for proof of submission to make sure that their codes match the winning confirmation numbers selected The sweepstakes itself will cost Brother $10000 dollars as this will be the amount offered by the company as the grand prize Printers will be provided courtesy of Brother and will be of no cost for the company that will be received from consumers sending in their ―printer horror stories a wide database will be collected of demographic and lifestyle information as well as interesting recaps of consumerrsquos dreadful printer stories Eventually TV print and radio ads of printer situations will be created where at the end of a broadcast commercial will say ―this is a true printer story or at then bottom corner of a print ad This will give Brother an image of caring and relating to consumerrsquos needs and problems in regards to printer malfunctions

2 Radio

The radio ads will be included in both the teaser and standard campaigns consisting of radio static and other noise of frustration where the ad will be hard to understand The purpose of this is to force the listener to surpass his or her frustration and curiosity The teaser will not say what the ad is for or the company and contacts that created it Eventually consumerrsquos curiosity will be nourished with only half the signature frustration noise for the teaser ad followed by standard promotions for Brother and the microsite during the standard campaign

Time of day 6AM-8AM (morning rush) 4PM-6PM (after-work) Age group 18-34 of weekly reach for age group Home 60 Auto 75 Work 28 Note ndash teaser and standard ads will be concentrated towards automobile reach

47

Station Profile

BBM S4 2007 - Toronto AP12+ Mon-Sun 5a-1a

Call Letters CHUM FMFormat Adult HitsDial Position 1045wwwchumfmcom

Music Line Up Demographic Profile

Lifestyle Profile

AgeGenderAgeGender CHUM FM has a full cover reach of almost 12 Million

Adults 25-54 71

Adults 25-49 63

Female 60 Male 40

EducationEducation Post-Secondary Education 71

University Post Graduate Education 44

HH IncomeHH Income $75000+ 51

$100000+ 32

$125000+ 18

HH SizeHH Size 3+ people 74

4+ people 55

Children lt12 34 (index 138)

OccupationOccupation OMPs 33

Clerical skilled sales skilled service service worker

ActivitiesActivities Do aerobics xcountry ski cycle downhill ski garden hikecamp play hockey in-line skate play racquet sports yoga and Pilates and regularly go to the spa

Rent videosDVDs eat out at family fast food chicken pizza burger and subsandwich restaurants go to movies nightclubs professional sporting events and regularly go amusement theme parks

They go to an art gallerymuseum have attended a ballet performance and try their luck at the casinos

HomeHome Homeowners 55

Home improvement Spending 59

Home improvement spending $20000+ Index 114

SpendingSpending Camera equipment womenrsquosmenrsquoschildrenrsquos clothing computer equipment electronics sporting goods video systemsgames vacations and new vehicles

InvestmentsInvestments RRSPs 59

RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update

bull Chris Biggs hosts

The Sound Lounge

Mon-Fri 7pm-11 pm

and live to air every

Friday night from C-

Lounge

bull Richie Favalaro is

live every Saturday

night from The Court

House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+

Male ndash 40 Female - 60

18-49 - 735 25-44 - 514 25-54 - 705

bull Owner Manager Professional 334

bull Post-Secondary Education 711

bull College 268

bull University Degree 220

bull UniversityPost Graduate 443

bull HHLD Income $ 60000+ 620


bull HHLD Income $100000+ 318



18-49 - 735 25-44 - 514 25-54 - 705

bullbull Owner Manager Professional Owner Manager Professional 334334

bullbull PostPost--Secondary EducationSecondary Education 711711

bullbull CollegeCollege 268268

bullbull University DegreeUniversity Degree 220220

bullbull UniversityPost Graduate UniversityPost Graduate 443 443

bullbull HHLD Income $ 60000+HHLD Income $ 60000+ 620620


bullbull HHLD Income $100000+HHLD Income $100000+ 318318


AUDIENCE PROFILEAUDIENCE PROFILE

Source BBM S4 2007 - Toronto CMA

88300 95900 201400 254500 169800 75900

100 108 227 287 191 86

Full Coverage Reach = 1166300 Full Coverage Reach = 1166300 Toronto CMA Reach = 885800Toronto CMA Reach = 885800

49

EWS amp TRAFFIC

50

SPONSORSHIPS

3 Future campaign plans

Major News

News Updates

Traffic Reports

Opening ID

Monday ndash Friday 530am 630am 730am 830am 430pm 530pm amp 630pm

Minimum 5 occasions weekly rotating through all times

Accommodates only 30-second creative --- $4200 Weekly (5 x)

CHUM FM brings you important up-to-the-minute Traffic Reports Monday through Friday every week Traffic Package $2175 Weekly (5x) Available in multiples of 5 Reports weekly rotating Monday to Friday x 13 weeks Opening intro Report and 8-10 second tag All sponsors to rotate fully through the following Reports Morning Drive 515am 550am 612am 650am 712am 750am 812am amp 850am Afternoon Drive 350pm 444pm 459pm 544pm 559pm 644pm amp 659pm Times are approximate

Opening ID

Monday ndash Friday 600am 700am amp 800am


Accommodates only 30-second creative --- $4250 Weekly (5x)

51

The eventual purpose of the integrated marketing campaign for frustrated as well as the CRM building through the microsite is to launch the story of a printer campaign Through the promotions and sweepstakes 4 Out-Of-HomeGuerrilla Marketing Two months into the regular campaign (starting in November) and lasting a month for promotions there will be a small additional spot on TV and Radio ads to mention a ―throw-out-your-old-printer-day and for consumers to go on the microsite for full details of the special promotion Since Brother is slanted towards eco-friendliness the company will offer to pay the city of Toronto and Vancouver to collect printers in addition to regular garbage from individuals who choose to participate during a specific garbage week On the side of the garbage trucks a large sign with the word ―frustrated printed with a Brother logo clearly represent the company behind the promotions This mini-PR campaign will be set to show consumers that Brother caters to their environmental consciousness and raise more awareness through this semi-guerrilla tactic COST Figures are based on Transit prices of Bus board ads with the same GRPs (50) with 238 panels and an extra 30 mark-up and assembly cost from municipalities since it is not a standard advertising vehicle as well as a $50 additional space cost per garbage truck for the extra printer space A 2-color 3ftx8ft vinyl banner will cost roughly $85 (wwwbuildasigncom)

$77350 (cost) 4 (one week out of the 4 weeks) + 30 (mark-up) + $11900 ($50 x 238 panels) + ($85 x 2 sides x 238 panels) = $ 75565

52

Media Digest 0607 Canadian Media Directorsrsquo Council

5 Print

The two print advertisements for Brother Printers are magazine oriented with a both a humorous and informative format to utilize this particular media to its up most potential The decision to do this type of print ad is based on the fact that Brotherrsquos objective for this campaign is brand awareness and to stand out from the clutter that most magazines have with advertisements Brother will have to be different The optimal form for achieving the brand awareness aspect of the campaign is to get the attention of consumers and a humorous and informative advertisement can accomplish this for Brother The print campaign will take place in national magazines across Canada that reach the large markets of Toronto Vancouver and Montreal that the campaign has targeted as being important for increasing brand awareness 6 Storyboard The TVC will be placed in CTV from September to June It will be placed on two different programs namely The Local Evening News (Monday to Friday) and Celebrity Apprentice (once a week) We have decided to place the TVC in these two programs since The News and The Apprentice draw a viewership of 1 547000 and 1185000 19 respectively There is a total of 1904700 household in Toronto with an average income of $91688 per household20 The commercial is basically about a typical suburban family whose household gets woken up one night by a strange commotion From the masterrsquos bedroom a strange and supernatural man pops out of nowhere and startles the parents by making uninvited noise The parents freak out and this woke up the kids The two children run upstairs to their parentsrsquo room armed with a bat and a teddy bear only to find a malfunctioning printer that is making a lot of noise instead of a noisy supernatural creature The commercial highlights the problem with most printers sold in the market today ndash to bother people when they least expect it The consumer insight is having that it would be great to have a printer that actually functions on queue and does not act up when in the most unexpected moments

19

httpwwwpopjournalismcapopnews200600212nationalratingsshtml 20

CARD

2

Table of Content

10 EXECUTIVE SUMMARY 3

20 THE CLIENT BRIEF 3

21 CATEGORY PRODUCT AND BRAND INFORMATION 3 22 BRAND POSITIONING 3 23 CORPORATE MISSION 4 24 BUSINESS GOALS 4

30 SITUATIONAL ANALYSIS 4

31 MARKET AND CATEGORY OVERVIEW 4 32 SWOT ANALYSIS 5

40 COMMUNICATION ANALYSIS 5

41 COMPETITIVE ANALYSIS 5 42 TARGET MARKET ANALYSIS 7

50 MARKETING OBJECTIVES AND STRATEGIES 7

51OBJECTIVES OF PRODUCT PRICE PROMOTION DISTRIBUTION 7 52 BARRIERS TO MEETING GOALS 8

60 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES 9

70 STRATEGIC BRAND POSITIONING 9

80 CREATIVE STRATEGY 10

90 CREATIVE IMPLEMENTATION 11

91 CONCEPTS AND STORYBOARDS 11 92 PRINT LAYOUT 11 93 CAMPAIGN EXTENSION CONSIDERATIONS 12

10 INTEGRATED COMMUNICATION PLAN 12

101 CHANNELS TACTICS COST 12 102 TIMINGACTIVITY GRIDSCHEDULING 13

11 EVALUATION FOR ADVERTISING PLAN 13

12 BUDGET SUMMARY 14

13 TEAM CREDENTIALS 16

APPENDIX 17

3









2 Ibid


Mar 22 2008)

4




24 Business Goals











5 Ibid




5


9




Strengths


Weaknesses



Opportunities


Threats












6



Vehicle

HP



Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon


Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson


Radio

Television

Magazines

Retail Catalogues

Xerox


Television

Magazines

Dell


Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33




TORONTO ON ndash November 22 2007 ndash Our personalities define who we are what we do and ultimately how we express ourselves Recognizing how personality relates to printing requirements Epson Canada today unveiled the first personality-driven approach to educating consumers how to best align their individual creativity and printing needs with the right Epson product Called ―Epsonality the new marketing approach is designed to help customers cut through the confusion of model names and specifications to determine the printer that best meets their needs by inviting them to discover their Epsonality Epsonality refers to the unique creativity in each person and matches the companyrsquos innovative printer attributes with various personality types and printing behaviours At the core of the program is an interactive web site wwwepsonalityca where customers ranging from business professionals to creative consumers can get information about the Epson product that best addresses their individual printing requirements For consumers who want additional help determining the right product for them the Epsonality site features a fun and easy interactive quiz to help consumers establish their printing personas After identifying their Epsonality the web site gives the consumer the option to buy that printer purchase it as a gift for someone or put it on a wish list for others to consider this holiday season Epson Canada Launches Epsonality Campaign ―Our products target a wide variety of customers ranging from the techno-savvy to the inventive type but all of our customers have a need to express their creativity said Tamara Walsh marketing manager Epson Canada ―We are inviting consumers to take a more active experiential role with not only the Epson brand but also our individual products Rather than simply looking at features we want our customers to see their printer a little differently and understand how certain products best meet their needs The Epsonality brand messaging will be communicated through an integrated campaign that includes radio print and online components in playful exchanges that reveal a consumerrsquos Epsonality To discover your Epsonality please visit wwwepsonalityca

34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

3









2 Ibid


Mar 22 2008)

4




24 Business Goals











5 Ibid




5


9




Strengths


Weaknesses



Opportunities


Threats












6



Vehicle

HP



Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon


Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson


Radio

Television

Magazines

Retail Catalogues

Xerox


Television

Magazines

Dell


Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

4




24 Business Goals











5 Ibid




5


9




Strengths


Weaknesses



Opportunities


Threats












6



Vehicle

HP



Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon


Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson


Radio

Television

Magazines

Retail Catalogues

Xerox


Television

Magazines

Dell


Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

5


9




Strengths


Weaknesses



Opportunities


Threats












6



Vehicle

HP



Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon


Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson


Radio

Television

Magazines

Retail Catalogues

Xerox


Television

Magazines

Dell


Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

6



Vehicle

HP



Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Canon


Radio

Television

Magazines

Newspapers

Retail Catalogues

Transit Ads

Epson


Radio

Television

Magazines

Retail Catalogues

Xerox


Television

Magazines

Dell


Radio

Television

Magazines

Newspapers

Transit Ads

Online Ads

12

wwwmarklinecom

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

7




Demographics




Psychographic














8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

8







Distribution





13


9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

9













Search

Alternative

Evaluation

Purchase

Decision

Post-Purchase

Evaluation

Brand awareness-

TV

Brand attitude-

Print and Web

Brand attitude-

Print and Web

Brand purchase

intention- direct

mail and web



10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

10








15


11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

11










12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

12







Media Type

Media Vehicle

Cost

Daily GRPs

Duration

of Faces Panels

Scheduling



$ 182175 $ 68595 $ 108255





Transit -Subway

Cars -Buses


$ 34120 $ 77350

-NA -50 GRPs

-4 weeks -4 weeks




- CBS TTC Subway

$ 58430

Reach 525

-10months

-660 Panels


Local TV network


-$10000 -$20000

-1547000 viewers

-1185000 viewers




Radio


-$18144





Consumer Magazine


CPM -8x $0016 -3x $0017 -8 x $0012

-9x $0015

Circulation 83000 296000 382890 231384



Sep08 ndash June09

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

13



Teaser Ads

Radio

TV commercial

Magazine

Out-of-Home Ads

Microsite

Sweepstakes






14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

14





15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

15


Teaser Ads

Pattison

Spectacula $68595

CBS Bus

Shelter $108255

CBS Poster

$182175

CBS TTC

Interior $34120


Subtotal $470495

Out of Home Ads

CBS TTC Subway

$58430

Subtotal $58430

Radio

1010 AM $18144 $72576

680 AM $18144 $72576

925 FM $18144 $72576

999 FM $18144 $72576

1045 FM $18144 $72576

TV

Subtotal $453600


$2000000

Celebrity

Apprentice $400000

Subtotal $2400000

Magazine


$193260

ROB $138990

Mclane $322400

Time $327510

Subtotal $982160

Microsite

Subtotal $1250

Sweep- stake

Subtotal $10000

Total Cost $4375935

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

16



President

Shane VP

Creative Service

Beibei VP

Account Services

Kiran VP

Marketing Service

Tom VP

Management

Service

Ingrid Print

Production

Viktor TV

Production


Account Supervision

Leo Account

Executive



17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

17

AAppppeennddiixx








18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

18









19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

19





University)

Appendix D

2001 2002 2003 2004 2005 2006

Printing -

Retail

Volume -

000 units

15967 16998 17999 18346 20000 20992

Printing -

Retail

Value

RSP ndash

C$ mn

4985 5020 5038 5072 5314 5367

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

20


Partner Network











21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

21







22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

22

Canon


Hewlett- Packard







and LCD products


23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

23


Dell










24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

24

Epson


Xerox








devices segment



25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

25









26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

26













II Price

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

27





III Promotion


28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

28










MFC-9440CN

02012008 03312008 $ 70 OFF


MFC-5460CN

02012008 02292008 $ 40 OFF


PT-80 02012008 02292008 $ 20 OFF


PT-1010 02012008 02292008 $ 25 OFF


PT-1280 02012008 02292008 $ 30 OFF


PT-1880 02012008 02292008 $ 20 OFF


PT-2700 02012008 02292008 $ 30 OFF


QL-550 02012008 02292008 $ 50 OFF

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

29




Brand Positioning

16



30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

30




31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

31








About Xerox Canada


18


32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

32









News Release

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

33





34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

34



35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

35


36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

36



37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

37


38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

38


39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

39


40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

40


41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

41


42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

42


43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

43



44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

44






45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

45






Sweepstakes


46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

46


2 Radio



47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

47

Station Profile




Lifestyle Profile


Adults 25-54 71

Adults 25-49 63

Female 60 Male 40




$100000+ 32

$125000+ 18


4+ people 55












RESPs Index 141

Mutual Funds 46

On-line Banking 62

Nelly Furtado

Rihanna

Nickelback

Justin Timberlake

Fergie

Bon Jovi

Suzie McNeil

Timaland

Madonna

Maroon 5

Station Update


The Sound Lounge

Mon-Fri 7pm-11 pm



Lounge


live every Saturday


House

bull John Woodlock

hosts weekends

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

48

100

108

227

287

191

86

Teens 18-24 25-34 35-44 45-54 55+


18-49 - 735 25-44 - 514 25-54 - 705



bull College 268








18-49 - 735 25-44 - 514 25-54 - 705












88300 95900 201400 254500 169800 75900

100 108 227 287 191 86


49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

49

EWS amp TRAFFIC

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

50

SPONSORSHIPS


Major News

News Updates

Traffic Reports

Opening ID





Opening ID




51



52


5 Print


19


CARD

51



52


5 Print


19


CARD

52


5 Print


19


CARD

Brother Printers Advertising Plan

Documents

Transcript of Brother Printers Advertising Plan