1. 1 McCann Worldgroup

2. Joe Nowaczewski McCann Worldgroup Shelby Township, MI Northwood University Northwood Hockey Team Advertising Major American Advertising Federation Internship Learning/Project 2

3. XM RADIOMy Demographic 3 McCann Worldgroup

4. Why? Secondary Market The Future Approval 4 McCann Worldgroup

5. Agenda Objectives SWOT Analysis Target Profile Primary Research Media Strategy Challenges Recommendations 5 McCann Worldgroup

6. SWOT Analysis Strengths- Product Weaknesses- Economy Opportunities- Compatibility Threats- iPods, AM/FM Radio, and CD’s 6 McCann Worldgroup

7. Target Profile: College Students 7 McCann Worldgroup

8. 8 McCann Worldgroup

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15. Primary Research Prior Account Strategist Analytics Testing/SurveyMonkey Went Live on 8/5 15 Colleges and Universities 46% Success Rate 15 McCann Worldgroup

16. Is Your Car Compatible for XM Radio? 16 McCann Worldgroup

17. Where does XM fit in? 17 McCann Worldgroup

18. Why do you believe XM isn’t as successful as they could be? 18 McCann Worldgroup

19. Survey Information “People don’t know what they want until you show it to them.” iPod/facebook Opportunities Awareness 19 McCann Worldgroup

20. What do students think? “Lack of understanding of product.” “I've never seen an advertisement that specifically targets my age group and explain why it is better than the alternatives.” “I have an iPod no need for anything else.” 20 McCann Worldgroup

21. Objectives Communicate with College Students Increase Product Knowledge Inform Demographic Keep Trial Members Increase Sales 21 McCann Worldgroup

22. Media Strategy Building the XM Relationship Engagement Relate to Consumer 22 McCann Worldgroup

23. Media McCann Worldgroup Where? How and When? Los Angeles, CA Miami, FL Boston, MA Chicago, IL New York, NY Philadelphia, PA Austin, TX Columbus, OH San Antonio, TX Detroit, MI MTV Social Networks Magazines Welcome Week Football Season THERE IS HOPE! Source: Princeton Review 23

24. Challenges Primary Research Secondary Research Stubbornness Loyalty 24 McCann Worldgroup

25. Recommendations Advertise Directly Become Apart of Customers Communicate with College Students Increase Product Knowledge Build the XM Radio Relationship 25 McCann Worldgroup

26. Questions? 26 McCann Worldgroup

27. Appendix McCann Worldgroup 27 10 Questions Surveymonkey 97 Students 15 Colleges and Universities 46% Success Rate

28. Do You Own a Vehicle? McCann Worldgroup 28

29. Have You Ever Heard of XM Radio? McCann Worldgroup 29

30. Is Your Car Compatible McCann Worldgroup 30

31. What Would You Be Willing To Pay? McCann Worldgroup 31

32. Do You Own an iPod McCann Worldgroup 32

33. Do You Have a Blackberry? McCann Worldgroup 33

34. Listening Preferences While Driving McCann Worldgroup 34

35. Why Do You Believe XM Isn’t As Successful As They Could Be? McCann Worldgroup 35

36. What Is Your Gender? McCann Worldgroup 36

37. Please Rank The Order Of Importance Of How You Prefer To Listen To Music McCann Worldgroup 37