A Marketing Plan for Casper Mattresses. Include google keyword research and Spotify maketing

1. Report by: Aarib Shaikh
November 16th, 2020
Casper Mattresses for Millennials in Kansas City & New York
Targets Psychographic Summary →
● Millennials generally buy a mattress when they are undergoing life changes.
● Millennials are more likely to return a mattress as compared to a boomer
● Millennials mostly care about size, price, quality, sale on the mattress and
other services that come along with the mattress. They don't know a lot about
the specific features they want.
● Most of them end up buying the mattress within a month.
● They believe sleep is most important for better health but most of them don't
get enough sleep
Target's Demographic Summary →
● Millenials who buy a mattress are most likely to be in the age group of 24-39
years old.
● Women make more than half of the consumer base for the mattress industry.
● Most of the millennials have a low household income so prefer getting
cheaper mattresses, but tend to spend more on accessories.
Targets Geographic Location →
● Kansas City, MO
● New York, NY

2. Casper Company Profile →
● Mattress Industry →
The mattress industry is undergoing a change where the manufacturers are
switching to e-commermerse methods and platforms and directly engaging in the
“Business to Consumer”(B2C) selling model. The new technology of compressing
foam mattresses and rolling it into a box has helped the mattress logistics a lot by
making transporting and storing of mattresses. The ability to browse and customise
the perfect mattress for you and buying it with a few clicks of the button, does seem
tempting to most consumers, But customers are used to buying mattress traditionally
by going in the store and getting it after they test it out, so not being able to do that
the customer has less trust in the product until he/she gets the results. To overcome
challenges like these the e-commerce mattress market giants like Casper have
started to set up stores where the customers can come to their facilities and try out
the mattress in-person. According to the Consumer Reports article,”To make the
process as pain-free as possible, many mattress-in-a-box firms offer free shipping,
and generous trial periods—usually 100 days, sometimes longer—and return
policies.” Companies have reduced the hassle of returns of mattress as they help the
consumer get the right mattress as they have all the options online, and the one who
choose to return, don't have to put the mattress back in the box and it is mostly seen
that these companies help the consumers donate the mattress rather than taking it
back to the factory.
● Company Overview and History →
Casper correctly calls themselves ‘The Sleep Company’; anything that is
related to sleep and beds, they got it. The company’s purpose is to manufacture
extremely comfortable mattresses and ship them to the consumer's door in a small

3. box. Casper was founded in 2014, and it soon became a leading mattress firm
because of its efficient customer services. Not only Casper provides its customers
with ‘100-nights risk free trial’ and ‘10 years warranty’ on their mattresses but also
‘Free Delivery’, and in the COVID-19 pandemic they are also offering Contactless
delivery for the safety of the consumers. Offering these services ,along with helping
the customers who want to return the mattress and helping them donate and recycle
the used mattresses, helped the company gain more attraction and come into the
limelight. To increase its customer experience and fulfil the customers' demands of
seeing the mattress in person Casper has started to set up stores across the country
hoping for better penetration in the mattress market.
● Products →
Casper has made its website a one-stop shop for all the bedding and sleeping
needs that not only includes mattresses but also pillows , bedsheets, bed frames
and other bedding accessories. Casper has kept its Mattress product line minimal
with just 3 main product classifications that include ‘Wave Hybrid’,’Nova Hybrid’ and
‘Original’, all of them providing different technology and levels of comfort and
softness. All the mattresses are offered in 6 different sizes - Twin, Twin XL , Full,
Queen, King , Cal King. I believe having fewer products helps the customer make a
rational and precise decision without getting them overwhelmed and confused
between similar products. Other products like pillows and bread frames are also
offered in a few different styles and compositions like foam and down pillow. Casper
also sells weighted blankets and duvets and other accessories like mattress
protectors. Casper also increased its product line by adding innovative products like
,The Lounger - a comfortable mattress/seat, Night stand , Glow light and dog beds.

4. The company keeps trying and expanding its product line, and keeps adding new
innovative products.”It's the start of Casper's dream to become a lifestyle
company”(Pardes A.).
Inside the Casper mattress there are different compositions of foam layers
that make each product unique by providing different benefits like having breathable
and puffy and plush mattress for the Nova Hybrid Mattress; they have more support
and cooling in their Wave Hybrid Mattress, which helps the consumers who have
aches and pains. Casper claims to have 45 scientists, researchers and engineers
who work with about 25 different prototype and testing machines to create the
perfect mattress. They also do multiple different tests like ‘spine- alignment test’ ,
‘body heat simulation’ and sleepover tests. They ensure their products have good
durability and prove it by giving a decades warranty.
● Price →
Casper mattresses start at a price of $595 for a Original-Twin size mattress
and go all the way up to $2995, for their top-end mattress - Wave Hybrid- California
King size, In between this range they have a Nova Hybrid Mattress. Apart from their
main product, the mattress, their pillows range from $50-$100. The prices of
mattresses increase as you go bigger in size. Depending on the size an Original
mattress will be around $600 - $1300 , Nova hybrid mattress will range from
$1100-$2300 and the Wave hybrid mattress will range from $1500-$3000.
● Place →
Casper started out as an e-commerce mattress merchant, so the traditional
way to buy a Casper Mattress is online, through the website. Casper entered the
online market with a big blow but soon released that consumers still prefer seeing
the mattress in person, and wanted to provide an in-person mattress shopping

5. experience as well. To accomplish this they started opening stores around the
country. According to google maps, Caper in person stores are mostly located in
Mid-eastern region of America. The stores can be found in states including Michigan,
Ohio, Illinois, Missouri,Texas, Tennessee, Georgia, Colorado, Nebraska and Iowa.
Illinois is leading in the number of stores as it has 4 stores followed by Texas that
has 3 stores. All the stores are located in the city hub of each state. Along with the
Website and in-person Casper stores, they have partnered with some top retailers
where you can see and try out their Mattresses. One of the most famous retailers
they have partnered with is Target. Other retailers on their list are Denver Mattress,
Home Outfitters, Nebraska Furniture Mart , etc. They are planning to increase their
number of stores across the country. We can see some new stores come up on both
the west coast and the east coast of the nation that include states like New Jersey,
Connecticut, Nevada, California.
Target Audience: Millennials in Kansas City and New York →
Psychographic Elements of Millennial Mattress Shoppers →
Millennials generally buy new mattresses when they are undergoing any life
changes like getting married, or moving into a new house or college, or if they are
having health issues and want a better mattress to help them with that , or if their old
mattress is giving them problems or they just want a new mattress as the previous
one got old. When it comes to mattresses, everyone wants a soft, comfortable
mattress which will provide them with a cozy, comfortable bed where one falls sound
asleep; Millennials are no different, they aim to get the most comfortable mattress
without breaking the bank. It can be observed that Millennials don't spend a lot on a
mattress as compared to Boomers on mattresses , but overall millennials are the

6. ones who spend more money on sleep, by buying bedding accessories to make
their sleeping experience more comfortable. It is seen that about 70% of millennials
pair their mattress buying with buying mattress accessories. Along with the quality
of mattress, millennials also take factors like type of the mattress, Size of the
mattress and the Price at which it is sold into consideration more than the
manufacturing technicalities of the product. The Sales, discounts and promotional
offers play a huge factor when millennials are searching for products.
When it comes to buying the mattress, millennials are quick decision makers.
According to the survey in “Mini Field Guide to the Mattress Shopper”, more than
80% millennials buy their mattresses in less than a month out of which 31% of them
have bought mattresses in the same week. . Millennials do web searches and do
their research on mattresses online using the manufacturer's website , reading
Customer Reviews. They like going to the store to visit and see the mattress
in-person but prefer to buy it online.
Millennials believe sleep plays a major role in their health and well-being; but they
are the generation that is more sleep deprived than the Boomers. According to the
study in the Mini FIeld guide about 39% millennials feel that they don’t get enough
sleep. Free delivery is another attraction to the millennial market and about 40% of
them prefer to get their mattress in a box.
Demographic Elements of Millennial Mattress Shoppers →
● Gender -
According to the survey in “Mini Field Guide to the Mattress Shopper”,
we can see that women are the one who buy most of the mattress,
they cover about 66% of the mattress shopping millennial population.

7. On the other hand men cover only about 34% of the mattress shopping
millennial population. By this data we can infer that women are the
main decision makers when it comes to mattress shopping. We can
also assume that women have more health requirements so they are
the ones who are active participants in the shopping process. We can
also predict that men who shop for mattresses are more likely to be
single; Men do not mind a lot about the mattress they sleep on and are
less likely to purchase bedding accessories along with the mattress
than women..
● Age Range -
The population is generally born through 1981 -2000 i.e they are
generally in the age group of 20 - 35. By this data we can predict that
people who are buying the mattress are undergoing life changes like
going to college, or graduating from college and moving into a new
apartment or getting married. Another main reason to buy a mattress is
if they are having issues with old mattress like it not being comfortable ,
or causing body aches. According to the Mini Field Guide to the
Mattress Shopper ,”about 52% of the millennials do not sleep well due
to pain.” I say for this assignment the best target age range will be
23-39 as they are the ones who are undergoing major life changes and
will be the main consumers of a new mattress.
● Household Income -
According to the data more than 50% of millennials have a household
income of $50,000 or less and out of the remaining 50%, only 16% of

8. them have income of $100,000 or over. By this we can predict most of
the millennials cannot afford expensive mattresses, having promotional
offers, cheap payment plans, and good service can help attract these
consumers. For the people on the other spectrum of the scale we can
provide luxurious branding to attract their attention. For this assignment
we are going to focus on the millennials who are in the lower range of
income i.e. millennials who have an income of $50,000 or less. Also
since Casper is providing health solution mattresses which are a little
higher in price range so we would also target the millennials in the
income group of $50,000 - $99,000 as our secondary target audience,
so our target rang is going to be of millennials whose house-hold
income is less than $99,000.
Geographic Target: Kansas City, MO, and New York, NY →
● Kansas City MO -
Casper has an outlet store setup in Kansas City Mo. It is located at the
Country Club Plaza , 319 Nichols Road Kansas City, MO 64112. One
can get the complete Casper Experience at this location. Other
locations near Kansas City where you can get the Casper mattress are
Target stores in the city and around the city other nearby locations are
Target stores in ‘Mission,KS’, ‘Overland Park, KS’,’Kansas City, KS ‘,
and ’Lee Summit, MO’.
● New York, NY

9. Casper has taken over the New York market with a big blow , Casper
has more than 15 Casper stores in and around New York, including
locations like ‘Short Hills, NJ’,’Brooklyn, NY’,’White Plains, NY’,’Edison,
NJ’, etc. 6 of their stores are located near the Manhattan area of New
York. Casper knows its mattresses are not the cheapest out there ,so
I feel that they have correctly opened stores in high-class areas across
the country. Casper has partnered with more than Target as their
retailer in this area, that include retailers like EQ3, Raymour and
Flanigan.
The stores in North America were temporarily closed in response to the
covid-19 pandemic. They have started to reopen their stores eventually
and are following health and guidelines offered by the government.
Casper claims to have 59 stores in total in America. We can see that
the store ratings are good as they kept increasing their branches from
32 from last year.
Why Millennials are the Perfect Target for Casper →
I Feel millennials are the perfect audience for Casper. Casper is in a niche of the
mattress industry that taps both into the traditional mattress buying, by having in-person
stores as well as the new age of shopping - E-commerce. Millennials like to go and see the
mattress in person which is best served with the Caspers retail partners and brick and
mortar stores but when it comes to buying Casper also offers the online service which
millennials prefer , alsong with having a well developed website and offering quick and easy
service and free delivery. Caspers small product line also fits the millennials' shopping style

10. where they like to look at fewer products with the technology they need , to help them
make decisions easier and quicker. Caspers wide price range helps it to cater to the whole
millennial household income spectrum. A college kid or a recent graduate has options of
cheap all-foam beds for around $600 which will help provide a comfortable sleep as well as
mattresses that are with thousands of dollars and are very plush and soft and luxurious for
the rich population. Casper is the new age mattress company and millennials require a new
way of shopping for the perfect mattress and I believe Casper can perfectly bridge this gap
looking in the direction they are moving forward.
Media Plan Recommendation

11. Spotify Recommendations
Spotify variables that do not change:
● Format & Platform:
I feel Spotify is one of the best modes of advertising Casper Mattress
for us as the main use-base of Spotify are Millennials which is the primary
target audience for Casper mattresses. The research by Spotify,
Understanding People through Music: Millennial Edition,”62% of Spotify
audience are millennials.”(p-3); out of which about 70% stream music without
paying for the premium Ad free service. There is a huge potential audience
available in these margins to whom we can successfully reach out to with the
Casper message.
The format for the advertisements will are going to be primarily audio
ads, but I would also like to try the vertical video ad as i feel having a vertical
video can help us get a creative “mattress in a box” ad and also giving a
visual exposure and the glips of the product to the target audience will get
them more interested in finding out more about the ad.
Audio Ads will be cross platform and will play across iOS(iphone) ,
Android and desktop. The Vertical video ad is restricted to the iOS and
Android platforms. We will target the video to our audience by determining the
“TPC’( TIme, Place , Circumstance) of our target based on spotify moments to
get the best response to the ads.

12. ● Target locations :
The Target locations for this assignment are DMA of Kansas City,
Missouri and DMA of New York , NY, where DMA stands for Designated
Marketing Area.
● Age :
According to our conclusion before, our target audience is in the age
group of 23-39 and Spotify is the main platform to communicate to these age
groups. I would like to target this age group as people in this age range are
more likely to be undergoing major life changes. Presenting the idea to
Casper to this potential market can also generate huge word of mouth
advertising for Casper which is one of the best modes of advertising.
● Gender :
Earlier we have seen that women are the key decision makers when it
comes to mattress buying. But when it comes to advertising I would like to
target all the genders as I believe ,even if the statistics show that women are
key decision-makers ,men have a fair share of say in the buying process of
the mattress with a woman ,as they will be using it as well. We have seen
34% of the mens are the key decision makers which is still a huge chunk so I
would say the best best is to target all genders
● Schedule start/end :

13. I am choosing the 3-month span of October , November and December
for the advertisement campaign. I believe these would be the most beneficial
months to advertise as it is a Holiday season so people are going to be
cleaning up and refurbishing and decorating their houses and getting ready
for the festivals. Along with the holiday season it is also a marriage season so
people will be looking for new homes to move in with whtir spouses. There is
fall graduation in December where students will be graduating and moving to
new towns and places for work. Hunting these potential targets with the idea
of Casper mattresses in these months will be a huge bonus to Casper.
Spotify Moment I .:
⇒ Workout
● Interest based on moments:
1. Fitness
2. Health and Lifestyle
3. Running
4. Sports and Recreation
● Rationale :
After conducting some research I found out that millennials are
invested in fitness and health and every millenial has their fair share of
workout time. According to an article ,”Fitness Industry Roundup: Millennials
Are Good for Business” published by IHRSA claims “over 76% of Millennials
saying they exercise at least once a week, compared to 70% of Generation X
and 64% of Baby Boomers.”(Valerio). This gives us a good chance of

14. reaching health conscious millennials who will be more interested in the
health benefits of healthy sleep and the Science of the Healthy mattress for
their tired worn out body. Casper’s healthy sleep solution mattresses will have
a good response from this target audience. I feel promoting the Caper Wave
hybrid mattress here will be a smart option as most people are dealing with
pain in their workout and the thought of a pain relief mattress might help them
remember Casper.
● Time of day :
○ 6am to 9am
○ 4pm to 9pm
I choose these timings because according to the research study by Spotify,
Understanding People through Music: Millennial Edition, Millennials listen to workout
playlist on “Weekday morning & evenings”, which makes sense and I agree
millennials workout mostly on weekdays in morning time or evening.
● Budget : $20,000
I feel this amount will help us gain maximum reach in the target
millennials who are working out and are health conscious. Reaching out 230K
people with a name Casper with healthy mattresses will help the agenda of
pairing the casper brand with a health solution mattress to this desired target
audience.
● Additional Targeting :
For this moment I chose interests like Fitness, Health and Lifestyle, Running
and Sports and Recreation. I believe having these interests will help us with ;

15. 1) Target the health conscious millennials. 2) Paring Casper Mattress with
health solutions will help Casper capture the right millennial market for their
mattress.
Budget Analysis:
● Budget delivery likelihood: High
● Cost per ad served : $0.021
● Estimated ads served : 1.2 million
● Estimated Reach : 230,000
● Estimated Lifetime Frequency : 5.7
● CPM : 86.9
● Screenshot:
Spotify Moment Name II .: Chilling
● Interests based on moments
○ News
○ Love & Dating
○ TV & FIlm
● Rationale :
I chose chilling as my second moment. I believe millennials generally
chill in their room on the bed , laying down watching T.V or hanging sound
with friends gives a good Time, Place and Circumstance for us to promote
Casper as it could trigger the audiences memory right away and the person

16. can start thinking about the bed and looking at the bed they currently own and
and be like “ I think I should get a new mattress…” or “ My mattress is really
uncomfortable , i should look at some options…”. In case of Interests for this
section I chose news , love and dating , TV and Film because I feel these
three Interests help us reach the right audience who are currently chilling and
we can determine that as these are the activities typically done at home.
● Time of day :
○ Audio → 9am - 11am ; 2pm - 5pm
○ Video → 8pm - 12 pm
I choose to interact with the target audience in a more intimate way by
having a video advertisement and I believe it would work as millennials
are more prone to be using their phones while they are chilling. Spotify
recommends to “engage them with video and audio ads that tell a
story and match this relaxed mood.” (p-6)
● Budget :
○ Audio → $10,000
○ Video → $15,000
● Additional Targeting :
In this section I targeted interests like News, Love & Dating and TV & film…
some activities that are known to be done during resting / chilling hours. I would have
selected more interests but most of the interest of people chilling were also covered
in the workout moment. I plan on having the audio ad run for the month of October
completely and then stop on the audio ads and engage the audience who is chilling

17. on their phone with a casper visual ad from 15th November to 31st of December.
This will help us save money in the long run as well as having a vertical ad can talk
about convenience that you don't have to rotate your phone and that way we can
also promote out Delivery and hassle free delivery options.
Budget Analysis:
● Budget delivery likelihood:
○ Audio → High
○ Video → High
● Cost per ad served :
○ Audio → $0.021
○ Video → $0.055
● Estimated ads served :
○ Audio → 700,000
○ Video → 280,000
● Estimated Reach :
○ Audio → 160,000
○ Video → 120,000
● Estimated Lifetime Frequency :
○ Audio → 5
○ Video → 2.8
● CPM :
○ Audio → $62.5
○ Video → $125
● Screenshot

18. Spotify Moment Name III .: Partying
● Rationale :
I wanted to cover a really broad spectrum of millennials with different
interests as everyone needs sleep. I am trying to use the opportunity of
advertising in party moments and interests to really just get the word of
Casper out. Since it is the holiday season pairing advertisements with some
discounts will help gain more attraction. Secondly even though the estimated
reach is on a lower side , the frequency is pretty high so it will help us
generate a good word of mouth of the deals paired with the advertisement.

19. Time of day :
○ 10pm - 2am
● Budget : $7,000
● Additional Targeting :
Partying is one thing millennials associate themselves with the most. Most
millennials like to go out at the end of the week to blow off steam and get
relaxed. Talking about the idea of getting relaxed , throwing in a couple of
upbeat commercials can stick in the memory of millenials and also generate a
topic for conversation at a party. So rather than spending a whole lot I would
like to spend only $7000, which will ensure that we are not just wasting
money. And the high lifetime frequency rates of 5.1 will be enough to nail the
thought of Casper in the target's minds.
Budget Analysis:
● Budget delivery likelihood: HIgh
● Cost per ad served : $0.021
● Estimated ads served : 330,000
● Estimated Reach : 75,000
● Estimated Lifetime Frequency : 5.1
● CPM : $93.33
● Screenshot :-

20. TV Recommendation
TV Show Name :
The Office
● Reason
I chose the show - “The Office” as one of my TV shows to broadcast
because it is a very popular show among millennials. According to the Nelsen
weekly data for , Top 10: Discover what Americans are watching and playing,
reported the office stream time to be 900 million minutes.
Secondly, The Office is a bingeing show so people watch it generally
throughout the day or put it on at night while laying in their bed and relaxing
after a long day. This paired up the 5 days of airing on the show per week give
us a good platform to promote Casper Mattresses as the buying span of
mattress buyers is short and having repetitive ads in a short period will help
catch thor eye and potentially get them interested in Casper Mattresses . The
article published by Ypulse.com-” These are Gen Z & Millennials’ 17 Favourite
TV Shows right now” claims,”The Office and Rick & Morty are the top
favourite shows of 13-37-year-olds”. Further on the articles provide data
showing that The Office is More Popular in the age group of 19 - 37, which is

21. a little more than our desired target age range but a little promotion to the
newbees wont hurt in the long run for Casper.
● Cost Per Ad
○ Kansas City, MO :- $82
○ New York, NY :- $953.60
● CPM : $9.02
TV Show Name :
Bob’s Burger
● Reason
I chose Bob’s Burger as my second show because it is also one of the shows
that is pretty popular in the older millennials. What really interested me in choosing
Bob’s Burger as the second show was, The Office is relatively old show and hence
people end up not paying as much attention to the show as they already have an
idea of what the story is and also it is difficult to keep track of our audience as the
show is being played on repeat telecast and audience may decide to tune in
whenever, Here is where Bob’s Burger takes the edge over, as Bob’s Burger is
coming up with a new season we can guarantee a lot of focused attention of
millennials and it will be a perfect TPC for a Casper Advertisement as it is aired late
at night and we can assume people will be in their bed or have this as their bedtime
show which will help trigger the thought of getting new mattress for the target. Bob’s
Burger is also a good bet to advertise as we can see its Nelsen rating are pretty

22. high , about 0.7 . And it has a huge number of minute streams on streaming
services like Hulu and FOX.
Cost Per Ad :
○ Kansas City, MO :- $189.70
○ New York, NY :- $3437
● CPM : $13.43
Google Keyword Recommendations
● Keyword List :
○ Mattress
○ Back Pain
○ Mattress in a Box

23. ○ Bed Frames
○ Buy new Mattress
○ Mattress store near me
○ Spine support Mattress
○ Sleep
○ Comforter
○ Pillow
○ Boxspring
○ Bed Metal Frame
○ Cheap Mattress
○ Deals On Mattress
○ Best memory foam Mattress
● Rationale :
After going back and forth and doing some research of my own I have come
up with the list of 15 keywords above, which I trust will be successful to
reach the potential Casper Costumer. Most of the millennials start their
research by doing a google search, and these keywords capture the exact
target audience to whom Casper can provide the products. These keywords
not only target potential buyers who still have to make up their minds but by
bidding for the no. 1 spot in ad will help us get Casper the business of people
who are already in the buying process. I have used general key-terms like
Box-spring, bed metal frame etc. that millennials already know about and I
believe these are the key phrases millennials will use to start their search for
mattress. I have used some other terms like ‘sleep’ and ‘back pain’ to get

24. listed on the health pages and according to the” Mini Field Guide to the
Mattress Shopper” , ‘out of all the surveyed millennials 66% women
complained they don’t sleep well and out of which 52% did not sleep well
because of pain’. So I believe catching their eye will be good for the
company.I also included the USP of Caper that is the “Mattress in a box” as a
keyword as it will help people who remember the concept of a boxed mattress
or want to figure out what a is a mattress in a box can directly land to Caspers
page.
● Keyphrase cost range :

25. Strategy Thoughts : →
● Budget and Media : TOTAL BUDGET - $174,661.30
I believe that the above media plan is very effective when it comes to
promoting Casper Mattresses to millennials. With the above media plan we
are successfully targeting the maximum reach of millennials in the DMA’s of
Kansas City,MO and New York,NY. I trust that the above plan will help Caper
reach a wide number of millennials who are looking for a mattress as well as
who might be interested in getting a mattress. Spotify Moments and interests
have helped us reach a very specific target audience which is good as we
won't be wasting a lot of money on people outside the target range.My
budget for Spotify is $52,000 which I believe is perfect to reacha decency
wide population in the diven two DMAs.
Coming towards TV recommendations I would chose The Office as one of the
regular shows that i will be airing my ad on as it is frequently aired on TV and
will give repetitive exposure to the target as well as to gein new exposure and
new targets we will also advertise in the Bob’s Burgers shows as it will be
airing its new episodes there will be a much larger live audience base for the
show at the moment to target. And Google Ads is a must have as millennials
start their research at google and if millennials see you on their phones then
then start the interest so going and visiting the store in person. All three of
these provide a good TPC for the target audience to receive the message.
Overall we will be spending an amount of $174,551.30 which is in the budget
range given my Casper. Following this plan will give us the best returns for the
bucks.

26. ● CPM Analysis :
CPM stands for Cost Per Thousand. CPM is used to calculate the cost it takes
for the ad to reach 1000 people in the given area. CPM depends on the platform and
different formats of advertisement. We can see our Spotify CPM Avg is $90.49 i.e it
takes us $90.49 to reach a 1000 people on Spotify. Similarly we can see that our
CPM on TV shows are $11.22 . Google charges for the advertisement based on
clicks so even though the google ads are cheaper per ad the CPM on google as is
direct multiplication of rate by 1000. After analysing the data , I conclude that Spotify
is the best mode of advertisement in this case. Google ads may generate more
traffic as compared to any other medium of advertisement but the ultimate cost
increases because of CPP, whereas Spotify provides us with the exact desired target
market base with a rate of reaching each person at the perfect realtime TPC .
___________________________________________________________________
Link to this page : -
https://docs.google.com/document/d/1CByiU7kJFHgx4SP9Ab5YWv1IuGWW85
aVMz5CBGgLeV8/edit?usp=sharing

27. Bibliography :-
● Farrell, Mary H.J. “Is a Mattress-in-a-Box Right for You?” Consumer Reports,
5 Nov. 2020,
www.consumerreports.org/mattresses/is-a-mattress-in-a-box-right-for-you/.
● Pardes Arielle.”In Pursuit of the Perfect Snooze, Casper Shifts to Gadgets”
WIRED, 1st Feb 2019, https://www.wired.com/story/casper-glow-light/.
● Google Maps - Casper Store Locations.
● “Mini Field Guide to the Mattress Shopper”, The Better Sleep Council, 2018,
https://www.sleepproducts.org/mini-field-guide/
● "Mattress Shopper's Buyers Journey," The Better Sleep Council, 2020,
https://www.sleepproducts.org/pdf/ISPA-BuyerJourney.pdf
● Valerio, Rachel. “Fitness Industry Roundup: Millennials Are Good for
Business.” IHRSA, Oct. 2019,
www.ihrsa.org/improve-your-club/industry-news/fitness-industry-roundup-mille
nnials-are-good-for-business/.
● Unknown.”2019 Digital Audio Buyers Guide-2.0”,IAB, November 2018,
● www.imdb.com
● www.TVguide.com