Tesla Media Plan

230 – Intro to Media Advertising Jocelyn Contreras
Tesla Media Plan – Report March 17, 2017
Media Plan for Tesla to Reach “Super Greenie” Customers
Target Segmentation Summary
 Target’s Psychographic Summary
o Strong determination to live a super green lifestyle
o Strong interest in active, outdoor activities
o Enjoy spending money on luxury items
 Target’s Demographic Summary
o Gender: Men and women
o Marital Status: Married
o Age Range: 40-50 years old
o HH Income: $150,000/year
 Target’s Geographic Summary
o 1st DMA priority: Seattle
o 2nd DMA priority: Los Angeles
o 3rd DMA priority: Denver
Introduction
Analysis of Tesla
Company Overview:
As our planet's future lies within the hands of all us who inhabit it, many companies have
given us options to utilize products that could help our planet in the long run. One of those
companies being Tesla, Inc., formerly known as Tesla Motors, which was founded in 2003. The
company, based out of southern California’s Silicon Valley, is best known for their high-tech
electric cars but they’ve also jumped into the solar power business as they store energy and make
solar panels. Tesla’s main mission has been “to accelerate the world’s transition to sustainable
energy.” (Tesla) The founding team consisted of a few key people; Martin Eberhard, Marc
Tarpenning, Elon Musk, Jeffrey Brian “JB” Straubel, and Ian Wright. Tesla, Inc. was named
after inventor, Nikola Tesla, after the team designed “a powertrain for a sports car built around

an AC induction motor” (Tesla) that Tesla himself patented in 1888. Only 5 years after the
company’s big start, the Tesla Roadster, an electric sports car, hit the market.
The Roadster could travel up to 245 miles per charge and accelerate from 0 MPH to 60
MPH in less than 4 seconds. It was the first of its kind but it didn’t come without some major
road blocks. Before its official launch, in order to see how people would respond to a car like
this, Tesla needed a way to debut the Roadster with a big bang. In 2006, PR firms were hired in
order to set up an event and also create a star-studded guest list. This showcase was held at
Barker Hangar at Santa Monica Airport as it proved to be the perfect place to show off a car as
you can drive it down the lanes. The guests were told to come prepared with checkbook and all
because “Tesla would be taking preorders for what they called the "Signature One Hundred" —
100 cars sold at $100,000 each with the signature of the company's principles written on a plaque
inside” (Drake Baer). This event helped people see what the electric car was really made of,
figuratively and literally. Everyone’s perspective on electric cars would be changed forever and
shortly after the event, Tesla already had orders for 127 cars.
Although this was good news for Tesla, it uncovered some problems that pushed back the
production of the Roadster approximately 2 years. According to Business Insider, “for Tesla, the
Roadster project was largely a massive learning experience” (Aaron Brown). Tesla started with a
contract with Lotus Cars, a British company that specializes in high-performing sports cars,
which consisted of 2,500 Lotus car shells. They needed professionals in automotive production
and Lotus was the right fit at the time. With no guidelines to the brand new concept of electric
sports cars, the Roadster served as the trial car for the world. According to Business Insider,
Eberhard told Elon Musk that they had “a tremendous number of difficult problems to solve just
to get the car into production, everything from serious cost problems to supplier problems

(transmission, air conditioning, etc.) to our own design immaturity to Lotus's stability” (Drake
Baer). With that being said, in order to get the product right Tesla would have to change
everything from the body to the doorsills to the headlights after about 500 cars were already
delivered.
After much deliberation between Tesla and Lotus, the process of working together to
build this car just didn’t pan out like they had hoped which meant “Tesla became responsible for
the entire supply chain of a diverse set of automobile ingredients” (Drake Baer). If that wasn’t
enough, through the stress of trying to create a car that lived up to the hype, Tesla went under
some messy management problems. As the company got bigger and the personnel grew to 140,
the need for someone that could solely handle the managerial aspect of Tesla was inevitable.
Now that they had another thing on their plate they weren’t ready for, the whole bookkeeping
system would have to change in order to accommodate Tesla’s new tasks and finances. Eberhard
acknowledged that he was completely out of his comfort zone with all the responsibilities piling
up so he leaned towards Elon Musk to take care of that aspect of Tesla.
Elon Musk has been a key component to the success of Tesla. Not only is he a part of the
original Tesla team but he is also founder of X.com which served as the basis for PayPal, an
online payment and money transfer system, and Space X, “a company with the intention of
building spacecraft for commercial space travel” (Biography Editors). With talk of a new CEO,
Musk spoke out on his opinions of that possibility in an email. He wrote, “I feel strongly that
Martin should minimize any optional activity, particularly low to moderate value PR and finance
meetings, and focus on company execution, which will have a major effect on our financing and
valuation” (Drake Baer). Musk would go on to take the title of Chairman of the Board and finish
overseeing the production of the Roadster. His stance on Eberhard’s capabilities was unshaken

and it led to a board meeting that chose a new CEO, without Eberhard’s knowledge. This
obviously created tension within the company and made Eberhard seek professional legal help.
“[Eberhard] learned that the board meeting had been held in violation of the company's bylaws”
(Drake Baer) and another meeting was issued in order to include Eberhard so he could step down
himself, fair and square. An early investor of Tesla, Michael Marks would use his expertise to
temporarily fill the CEO role in the meantime.
With the delays of the Roadster and the tension within the company, something had to get
the ball rolling again. "When I got there, the economics, the business structure were terrible”
(Drake Baer) Marks recalls. He was able to see very quickly what problems were truly affecting
Tesla negatively. According to Business Insider, he implemented a system using what he called
the “Marks List” to serve as a to-do list to better organize themselves. Each department would be
in charge of their respective tasks and frequent meetings were issued to report progress and
developments. Michael Marks was able to lay down an even foundation and in November of
2007, he was replaced by Ze'ev Drori, former CEO of a company that manufactures car alarms.
Drori announced that Tesla would finally be ready and on track to start shipping Roadsters by the
beginning of 2008. Drori would only serve as CEO until October of 2008 and pass on the
position to Elon Musk himself. Musk was quoted in an interview saying, "I've got so many chips
on the table with Tesla, it just made sense for me to have both hands on the wheel” (Drake Baer).
Ever since, Tesla has cranked out pretty impressive cars. Their next project was the Tesla
Model S sedan which launched in 2012. Tesla has pride themselves in the fact that it was
“designed from the ground up to be the safest, most exhilarating sedan on the road” (Tesla). It
has a lot of the features that the Roadster had but it incorporated the four door essence of a sedan.
Another model produced by Tesla is the Model X, which is a SUV (sport utility vehicle)

perfectly equipped with speed, ample space and the up-to-date technology. Due to the way the
battery was strategically placed to lower the center of gravity, the chances of the car flipping in
an accident is less likely. Because these cars don’t have a gasoline engine, the space in which it
would be held, serves as an “impact absorbing crumple zone” (Tesla). It’s safe to say, Tesla is
very confident in their ability to make safe cars.
One of the most out of the ordinary features of this car is what they call Falcon Wings.
Other SUVs and minivan models with sliding doors don’t allow for easy access to the back seats,
but Falcon Wings open upwards for easy loading and unloading even in the tightest of spaces.
Other features include “the largest all glass panoramic windshield in production” (Tesla) which
not only gives the passenger the best views but also increases visibility for everyone in case of
extreme conditions. Another top notch car from Tesla is the Model 3, meaning 3rd generation.
This car is very similar to the Model S in that it sedan as well. It’s appealing to a lot of
consumers due to the fact that it is the most affordable car of this type on the market, starting at
only $35,000.
The Model 3 is able to range about 215 miles per charge, reach 60 MPH in under 6
seconds, and also has self-driving capabilities. “It aims to reduce the entry price for electric
vehicles while not making any compromise on range and performance” (Fred Lambert). This car
will begin production in the near future assuming everything goes smoothly and deliveries are set
for the later part of 2017. Reservations for this model filled up so fast shortly after its debut, and
before they knew it, roughly 400,000 people had put down a deposit of $1,000. Elon Musk put
that into perspective by stating that it was "the biggest one-week launch of any product ever." As
for future cars, many different ideas have floated around Tesla, ranging from more new and
improved cars and SUVS to the possibility of a truck or other specialized vehicle.

Tesla would continue to prove that they had plenty of cards up their sleeve. With a whole
new demand for these cars, the need for a facility that could make enough batteries was evident.
So in 2014, the Gigafactory, as it was named, was built outside of Reno, Nevada, taking over 5.8
million square feet of land. It’s a no brainer that these batteries are a huge component of the cars
Tesla is producing but the game changed for Tesla in May of 2015. Batteries opened up a whole
new opportunity for the company; Tesla Energy.
According to Fortune Magazine, “The company sells batteries to utilities, commercial
and industrial companies and home-owners, enabling customers to store energy from solar
panels or energy from the power grid to be used for various purposes” (Katie Fehrenbacher).
With the amount of unforeseen interest from consumers, Tesla couldn’t help but launch two
battery options; the PowerPack, large enough for businesses, and the Powerwall, small enough
for home-owners. These options have so many benefits that it’s no wonder why they flew off the
shelves. The battery packs are incredibly affordable due to the fact that the company cut down on
so many costs simply by having everything under one roof. They’re also environmentally
friendly as their purpose is to utilize the sunlight to create energy and there’s no need for fossil
fuels. This new energy business would give Tesla another jackpot moment.
To give some reference, the PowerPack stores “16 individual battery pods, each with an
isolated DC-DC converter” (Tesla), its thermal control system allows for accurate temperature
control and this product can be monitored through the use of apps which is perfect for the
business that would benefit from the PowerPack. The solar energy side of this niche market
needed lots of attention and Elon Musk would definitely take advantage of that. According to
Fortune, many people were surprised when “[Musk] announced the company would buy solar
installer SolarCity” (Katie Fehrenbacher) in 2016. Seeing as how Musk was the chairman of

SolarCity and both companies focus on utilizing sustainable energy, the merge between them felt
like a perfect match. As a result, Tesla has been making a positive impact in Los Angeles, where
approximately 15,000 homes are powered by their energy (Jordan Golson).
Tesla’s website has many great resources for those people that may be interested in
making the switch to a more clean form of energy, whether it’s through an electric car or battery
packs for your home. Under the “Find Us” tab on Tesla’s homepage, you are directed to a map
which allows you to enter a location so it can pinpoint places like Tesla stores and
Superchargers. For example, upon entering my hometown zip code in Kansas City, it showed me
that there is a Tesla store at the Country Club Plaza, there’s about 8 chargers at a nearby Stoney
Creek Hotel and about 3 destination chargers in the surrounding Kansas City area. This is a great
tool because since it is such a small market right now, the availability for things like chargers,
which are essential to a Tesla car, are limited in certain areas. According to their website, they
have stores and galleries in states like Arizona, California, Colorado, Florida, Georgia, Hawaii,
Missouri and many more within and outside of the United States. If someone ever wants to take a
Tesla car on a test drive, it’s important to know if you’re even near a Tesla store to begin with.
Another good resource the Tesla website has is the “Design Studio” where you can
customize a car completely to your liking, read up on the kind of features it has available and
most importantly, see the price in real time as you add things to your dream car. Ordering online
is the number one way to order a Tesla car. It’s comparable to any online shopping experience
where you choose what you want, provide contact information, pick the delivery type, pay for
the item and await its arrival. The only difference is that Tesla asks for a $2,500 order payment
and they provide you with a “Delivery Experience Specialist [that] will contact you once your
order is confirmed to answer any questions you may have about financing, trading in your

current car, installing home charging equipment, and delivery day logistics” (Tesla). Tesla even
has an actual shop with Tesla gear ranging from apparel to car accessories. Their website is fully
equipped to answer all the questions you have while acquiring information on Tesla’s cars.
Tesla’s support page on their website is also a handy tool when customers have specific
needs pertaining to orders or deliveries. Numbers for each department are listed along with direct
links to more in depth information depending on what kind of question a customer may have.
The support page also has multiple videos that show complete walkthroughs of a couple cars, all
the functions of the touchscreen and detailed steps in the delivery process. A contact page
displays information for possible Careers, Roadside Assistance numbers, and even the option to
send a question or comment right then and there. This information and anything else revolving
Tesla and their projects can be found on their website, www.telsa.com. If anyone needs to
personally visit the headquarters, it is located in Palo Alto, California.
Product Overview:
After Tesla’s trial and errors with the much anticipated Roadster, the Model S would
completely change the game. The Model S is a luxury sedan that can seat up to 8 people and is
100% electric. It has the capability to reach 60 MPH in less than 3 seconds and it has an
Autopilot function to make driving safer. The Model S also has custom LED headlights that
adapt to the road for night driving and a “Medical grade HEPA air filtration system, which
removes at least 99.97% of particulate exhaust pollution” (Tesla) to protect passengers. The
difference between your typical sedan and the Model S, besides the electric factor, is the dual
motor. To put it in perspective, it outperforms all-wheel drive by using both motors, one in the
front and one in the back, to balance out the torque and maintain complete control. This means
that it’s perfect for all driving conditions, a big deal in automotive safety.

Just like the Tesla Model X, the Model S also has a unique structure which lowers the
center of gravity of the car, reducing the risk of rolling during an accident. It also has many
components that keep the passengers and battery pack safe in case of collisions; like 8 airbags
and the automatic shutdown of the “high voltage power source” (Tesla). One of the most
interesting features of this car is the touchscreen in the interior. According to the Tesla website,
the 17 inch touchscreen is completely tailored to the driver. It has day and night modes for better
visibility in certain light or lack thereof. It’s angled towards the driver and allows you to control
things like GPS, music, temperatures, the sunroof and many more with the tap of a screen. Tesla
Model S owners have the option of listening to a plethora of radios including the “AM/FM/HD
radio, online radio, on-demand radio, Bluetooth®, and USB audio devices” (Tesla). This car has
a camera that displays your surroundings while you back out of a space, maps with up-to-date
traffic conditions, reliable energy consumption gauges and a phone system that allows drivers to
connect and use hands free functions. It also has features like keyless entry, blind spot warning
and automatic emergency braking. Tesla is proud of the technology used to create this state of
the art touchscreen that gives the driver all the power simpler than ever before.
According to Edmunds Expert Review, the Model S sedan has some pros and cons to be
taken in consideration. It’s very family friendly as it allows for up to 8 passengers, there’s plenty
of space for the size of the car, the technology surpasses any other luxury brand sedan and you
have all access to Supercharger charging stations. On the other hand, Tesla hasn’t had the best
track record with reliability and in such a specialized market, you have to be close to places like
charging stations. Unlike other companies, Tesla releases new features and updates periodically
by including them as they make new cars. The current 6 options available consist of the 60, 60D,
75, 75D, 90D and P90D; the numbers meaning the “kilowatt-hour (kWh) capacity of its battery

(which directly impacts range), while the "D" denotes the dual-motor, all-wheel-drive models”
(Edmunds Editors). The Model S options range in price, starting at about $68,000 to about
$135,000 depending on how you customize your order. This car isn’t exactly an affordable car
but the many features it offers may be the icing on the cake. When comparing cars of its kind,
“the only other [electric vehicles] that approach it are the 2016 BMW i3 and 2016 Volkswagen
e-Golf. They’re both worth your attention if you’re looking for less expensive, moderately
upmarket offerings with plug” (Edmunds Editors).
According to USA Today, some of Tesla’s competition consists of the Nissan Leaf,
priced at around $36,000, and the Chevrolet Volt, priced at around $40,000. Only difference with
those is that they have gas motor as a default if something were to happen to the electric motor.
These cars were popular but they didn’t really have any astonishing sales. Due to its features and
performance, “Motor Trend magazine this week named Tesla's swoopy all-electric sedan, the
Model S, as its Car of the Year” (Chris Woodyard). According to a research study done by J.D.
Power, a marketing research company, electric car owners reap the benefits of not paying for
gas. Electric car owners only saw an average $18 increase on monthly utility bills while regular
car owner pay an average of about $147 a month on gas for what it take to go the same distance.
This means that the Model S and other cars like it will end up saving you some money in the
long run.
Tesla Model S Target Audience: Super Greenie Electric Vehicle Owners
Introduction:
In this day and age, people are becoming more and more conscious about how their
lifestyles affect the planet we live on. There’s so many little things that can be done to ensure
that we aren’t adding negative contributions to our already sickly environment. A very elite,

environment friendly, well-educated and wealthy group known as Super Greenies are the ideal
target audiences for a lot of different types of companies. A study done by Scarborough
Research, a resource for many industries such as marketing, coined the term Super Greenies as a
result of the data gathered. They are classified as “those adults who engage in 10 or more green
activities, such as recycling, using rechargeable batteries or re-using grocery store bags
(Scarborough Research).
Their demographic elements demonstrate that Super Greenies make up 5% of all U.S.
adults, they’re typically about 40-50 years old and the Northwest part of the United States is
popular among them. Their household incomes are way above average as most Super Greenies
have high educations. Their psychographics suggest that because of these findings, Super
Greenies have expensive taste, they participate in a lot of different activities and they look online
for answers to their questions. Most importantly, this group of people make the environment a
priority in their lifestyles. If it means spending more for the organics and electric cars, they will
do so.
Psychographics Elements of Super Greenie Electric Vehicle Owners:
Now that we know what Super Greenies are, we can look at what their wants, needs and
desires are. First and foremost, Super Greenies are interested in the environment, so much so that
that most of their decisions take into account all the environmental implications. This group’s
very own name stems from their determination to save the environment. The best data taken
from the Scarborough research is that even though they drive cars on a regular basis, they’re far
more likely to ride a bike to commute places than anyone else. This is where Electric Vehicle
companies can target as we already know they would use another transportation alternative that
won’t contribute to the depletion of the ozone layer. 13% of Super Greenies carpool, 12% will

ride the bus, 18% ride bikes and 7% use taxies (Scarborough Research). They are the group that
tends to love to spend which makes them the perfect audience for a wide variety of luxury
brands. Scarborough uncovered that “Super Greenies are Top Spenders in All Retail Categories
Measured by [them]”. This group was 71% more likely to own a foreign luxury vehicle and 49%
more likely to be planning to buy one than the average adult (Scarborough Research). They were
open to and even planned on spending over $45K on a new car so if you’re a car company, this is
your perfect audience.
Super Greenies aren’t only conscious about the well-being of our planet, they’re also
really dedicated to their own well-being as well. They are always on the lookout for the big
names when it comes to other day to day items. This group was 151% more likely to spend more
than $500 on cosmetics, perfumes and skin care than anyone else. This population would be the
perfect target audience for high-end beauty companies, especially ones with organic, cruelty free
or vegan products. Men’s business clothing came in second as they’re 119% more likely to spend
over $500 than anyone else. With the education and jobs this group has acquired, business
clothing is a high commodity. Super Greenies are also mostly targeted by “health clubs, organic
goods manufacturers and healthy food brands” (Scarborough Research) as they find it easier to
reach seeing as how they already enjoy those things. As a result, Super Greenies are 61% more
likely to belong to the gym and work on personal fitness.
According to Scarborough’s research, “Super Greenies are active, outdoorsy, and place a
premium on healthy living” (Scarborough Research). In 2009, Super Greenies excelled at things
like gardening, volunteer work, camping, and many other activities. On average, they were more
likely to do these activities on a pretty regular basis compared to the typical average American.
For example, the most compelling data comes from the Super Greenies that do yoga and Pilates.

28% of Super Greenies participate in it but they’re 221% more likely to do so than the average
person. Other pastimes include going to art museums, live theatres, professional sports events,
the zoo and rock concerts (Scarborough Research). The date showed that an average of 40% of
Greenies engaged in all these activities in 2009. They were way more likely to do so than the
average American; art museums being a favorite at 220% more. This all goes to show the interest
in activities that contribute to their Super Greenie status and a good way for companies to target
this group directly.
Another big factor in what Super Greenies want and desire, is how receive news. They
have a wide variety of interests when it comes to radio, newspapers and television broadcasts.
For example, Super Greenies listen to a lot music ranging from adult alternative to jazz, classical
to news and talk shows. This kind of information is important to know for advertising purposes
because you know that they’ll be listening to a certain type of music and advertisers are able to
drop in ads that may appeal to them. When it comes to television, Super Greenies are big fans of
documentaries. Referring back to the Scarborough research, they are 69% more likely than
anyone else to watch these types of shows. The next big thing is national news, with 60% more
chance than the average adult. Super Greenies also tend to watch a lot of cooking style shows,
seeing as how they’re 102% more likely than anyone else. This goes to show that Super Greenies
are always looking for information as it’s been established that they are very well educated.
Lastly, Super Greenies like to read news in newspapers. 68% of them will read the main and
front page news, 61% will read the local news, 49% will read the international and national
news, 47% will read entertainment and lifestyle sections and 43% will read editorial content
(Scarborough Research).

The Scarborough research also points out that “Super Greenies are among the top internet
users in the country”. The data shows that 51% of Super Greenies like to browse Facebook but it
also shows that they’re 179% more likely to be using LinkedIn. Once again, this is important
because LinkedIn is a tool used for those that want to network and more specifically, network
within their career fields. As we all may have guessed, Google is still the Super Greenies most
used search engine, passing up Yahoo! by 33%. A vast majority of Super Greenies will go online
for the media content they’re looking for, as a result, they were far more likely to go on a
newspaper, broadcast television and radio station website than the average adult. They’re very
locally driven when it comes to how they search. Anything from local weather, how the traffic is,
real estate, movie listings and community event will appeal to this group. It’s good to keep in
mind for businesses that want to target this population because they’re already looking online
and locally, you just have to grab their attention.
As we already know, Super Greenies like to the outdoors whether it’s hiking or gardening
and they also acquire a lot of information from watching television. All this is important because
those companies with products pertaining to those interests are getting their business. Cameras
happen to be the number one item in the results. Super Greenies were 110% more likely to spend
more than $500 on cameras than their average counterpart. They were also 53% more likely to
spend over $500 on gardening, lawn and hardware which relates back to those interests. When it
came to televisions, they were 9% more likely to spend over $1,000 (Scarborough Research). All
these things lead up to the conclusion that Super Greenies are a group pursued by many in terms
of advertising and marketing. Knowing they have tendencies to spend more money, see and do
more things and find information online help ad agencies properly assist the advertiser when they
as for advertisements.

On the other side of the Electric Vehicle Owner (EVO) spectrum is the group of
consumers that do shop electric but aren’t Super Greenies. The partnership between the maker of
electric charging stations, Ecotality Inc. and the U.S. Energy Department is behind the EV
Project, which receives and analyzes data from more than 8,000 electric vehicle owners (Yuliya
Chernova). The data didn’t say much about specific characteristics but it did show that EVO’s
typically have more money than the average motorist. They could spend $30,000-$40,000 on
electric cars. Although they don’t get labeled as Super Greenies, EVO’s did tend to be “greener”
as they are known to utilize solar panels. The data also shows that normal EVO’s don’t recharge
much because they don’t go very many long distance places. They run to work or the grocery
store consistently but they definitely don’t run around doing all the activities Super Greenies do.
Lastly, the EV Project was able to show that EVO’s often stick together and living in the same
neighborhoods. This often leads to power outages because of all the electricity used when the
whole neighborhood charges at night from the same grid, which is something to think about for
all EVO’s, Super Greenie or not.
Demographic Elements of Super Greenie Electric Vehicle Owners:
Now, that we know what Super Greenies are interested in and how they spend their
money, we can dig a little deeper. Scarborough data shows us that the vast majority of Super
Greenies are people who were born between the years 1965 and1976, also known as Generation
X, according to The Center for Generational Kinetics. In simpler terms, Super Greenies are 18%
more likely to be about 50 to 40 years old. The people born between 1977 and 1995, referred to
as Generation Y were the least likely to be Super Greenies. Referring to the Scarborough data,
people categorized in “Generation X, are well-educated, and take their finances seriously”.

The research leads us to what Super Greenies’ home life looks like. Super Greenies’
household incomes range from $100,000 to $150,000 and Super Greenies are 76% to 59% more
likely than all adults. As a result of these incomes, they were 60% more likely to own a second
home nationwide than all other adults as well. The most compelling was that Super Greenies
were 91% more likely than anyone else to have value their homes at $500,000 and up. When it
came down to education, Super Greenies were 86% more likely to have graduated college and
beyond and 143% more likely to hold a post-graduated than anyone else (Scarborough
Research). The education level of Super Greenies cam be seen as a contributor to their high
household incomes and home values.
Once again, we’re going to look at the group of consumers that aren’t considered Super
Greenies but still buy electric vehicles. There wasn’t much specific to them but EVO’s are
summed up pretty easily as “younger, richer, and generally just hunting for the best deal that they
[can] find” (Christopher DeMorro). According to the data gathered from a market analysis, the
2013 sales year showed that “55 percent of electric vehicle buyers are between 36 and 55 years
old and nearly 21 percent have an average household income of $175,000 or more” (Jim
Gorzelany).
How Target Aligns with Tesla Model S Features:
Now that we know everything about the company, the product and the target audience,
we can see how they align to make a perfect match for advertisers. First and foremost, because
Super Greenies are so concerned with the environment, the Tesla Model S sedan is as already a
good choice for them as it is 100% electric. It is a great alternative to traditional gas cars and it’ll
actually save you money in the long run even with gas price variations and different types of
cars. Super Greenies are always on the go, doing something whether it’s hiking, going to the

gym, going to sports events, swimming, etc. They will need a reliable car to get them places and
the Model S is designed to take up to 7-8 people anywhere. It is family oriented, perfect for
Super Greenies and their families on days when they want to go to the zoo, for example.
The features of the Model S will appeal to this audience as well because it supports their
lifestyle to the fullest. The state of the art, 17 inch touchscreen has GPS for all those trips
Greenies take and all the activities they do. It is fully equipped with radio options for all the
types of music genres and radio stations they enjoy listening to during those car rides. Super
Greenies’ interest in technology will light up when they start adjusting and fine tuning their
touchscreen to their liking. Its unique dual motor allows it to drive through any kind of
conditions and the battery placement lowers the center of gravity of the car to keep you safe in
case of accidents. This is especially important for those Super Greenies with families and that
live in places that may need more traction from their car. These types of things are important to
know to make connections and have more success when targeting this audience.
We know that Super Greenies are wealthy and well-educated, as a result, they indulge in
luxury items and technologically advanced products. According to the data in the Scarborough
study, Super Greenies were 71% more likely than the average adult to own a foreign luxury
vehicle. This tells us that they’re already buying luxury vehicles so one’s that are electric is just
as the saying goes, killing two birds with one stone. Even better, they were 49% more likely to
be planning to spend over $30,000 on a new vehicle and 79% more likely to have a household
incomes upwards of $150,000 a year. This means they’re in the prime to receive news about an
electric car that will take them where they want to go, will save them on gas, save the
environment and will them safe in case of an accident. They’re already in the market for a car,

they already own luxury brands and they already planned to spend a lot of money for a car so the
Model S is the perfect product for them.
The fact that Super Greenies are 60% more likely to own a second home than anyone
else, perhaps a vacation home, tells us that Super Greenies travel as well. Tesla has charging
stations in places across the different states so it’s a good idea to look at that before traveling.
Luckily we know that Super Greenies have dominated in the Northwest region of the U.S,
specifically San Diego and San Francisco. Tesla is based out of California so they’re surrounded
by lots of Tesla hot spots, if you will; lots of places that have electric car charging stations. We
also know that this group likes to shop and search for things locally. With Tesla’s test drive
option, any Super Greenie can go to their nearest Tesla store and try a Model S right then and
there. The best part about places like San Diego is that, according to an analysis done by the
company SmartAsset, electric car owners are able to utilize the carpool lane even with
passengers. This is a huge bonus for the 11% of San Diego that is made up of Super Greenies
because of the high population and such congested state. With their education level and
household income, it’s safe to say Super Greenies most likely have executive positions in
companies and getting to work can be a hassle in traffic; not only will the carpool lane help them
out, but GPS features give real time traffic updates to help plan out commutes.
According to EcoWatch, Los Angeles is among many cities that have Tesla
Superchargers, this “allows Model S drivers to charge their cars for free for life” (Lorraine
Chow). The electric car owner market is so big in California that the Super Greenies located
there would also be getting a $2,500 rebate for purchases pertaining to electric cars powered by
batteries. Moving on to another big Super Greenie location; Seattle Washington. Super Greenies
in Seattle will be paying about 9 cents per kilowatt-hour, the cheapest energy in the nation

making it even more convenient for them to buy a Tesla. Not only is it cheap energy, “according
to the analysis, with a tax rate of 9.5 percent in the city of Seattle that adds up to between $2,700
and $6,500 in savings for owning a Tesla Model S…” (Lorraine Chow). These types of saving
make it worthwhile for Greenies seeing as how they like to be smart with their finances. They
can put those saving into their wide variety of investment profiles. With their tendencies to do
volunteer work, donations are probably in the mix and those savings could go to good causes.
Direct marketing areas have been helping Tesla and other companies like it target this group of
people.
Seeing as how Super Greenies like to live very earth friendly, Tesla may be the perfect
company to approach when looking for a new vehicle. Not only can you get a top of the line, all
electric vehicle, Tesla also offers Tesla Energy to bring battery packs into the home and save
even more money and turn the sun power to sustainable energy. It’s a great next step for Super
Greenies that make living earth friendly to the fullest their priority. The Scarborough research
also showed us that Super Greenies were a part of the “top internet users in the country”. They
were far more likely than anyone else to go to the websites of either newspapers, broadcast TV
or radio stations to look for specific content. Knowing that they’re digitally inclined and online
for everything already, makes it easier for Super Greenies to navigate wonderfully around the
Tesla website. The way Tesla’s website is set up really shows the cutting edge, high-end and tech
savvy features of the Model S and all the other cars. The Design Studio that lets you customize
your car to your liking will appeal to this group because of the interactive online component.
Last but not least, back to their high levels of education, they’re interest in technology
and their love for the environment, Tesla will be a perfect match for Super Greenies for the
following reasons. The complexity of the technology within a Tesla Model S requires

intelligence and knowledge of electric cars making it necessary to be smart and educate yourself
on every aspect of your car. The features in a Model S available to you at your fingertips is
enough to have someone customizing their car to the fullest. Super Greenies will have the perfect
combination of all their characteristics in form of their perfect car, the Model S. Certain Super
Greenies will even get money back for simply having a Tesla so why not? This should always be
Tesla’s #1 target audience as the capabilities of the Model S align perfectly with the wants, needs
and demographics of Super Greenies in the U.S.
Geographic Analysis
Another thing we have to look at regarding this target audience is the location in which
they reside. The Scarborough research found that Super Greenies made up 5% of the U.S.
Adults. It also found that the cities of “San Francisco, Seattle, Portland and San Diego are the top
local markets for Super Greenies” (Scarborough Research). 17% of San Francisco, CA, 13% of
Seattle, WA, and 11% of Portland, OR and San Diego, CA are made up of Super Greenies. This
is important because direct marketing areas help marketers find these perfect target audiences
The top 3 DMA’s that have been chosen are Seattle, Washington; Los Angeles,
California; and Denver, Colorado. According to the analysis by SmartAssets, Seattle Washington
is one of the best cities to target Super Greenies in. 13% of Seattle consists of Super Greenies
and as we mentioned above, they save tons of money by simply owing a Tesla Model S. The
analysis says that “with a tax rate of 9.5 percent in the city of Seattle, that adds up to between
$2,700 and $6,500 in savings for owning a Tesla Model S” (Larraine Chow). Aside from the tax
exemption, Seattle electric vehicle owners also save big on clean energy as they have the
cheapest in the nation, according to SmartAssets. Seattle was also ranked No. 3 in the Top 10
Cities for Electric Cars, with savings of $5,072 when owning a Tesla opposed to a BMW 535I.

It’s very important for Tesla’s Seattle division to know this kind of information because this is a
huge incentives for those Super Greenies that are on the hunt for their next perfect car.
The next direct market area chosen was Los Angeles, California. According to the
SmartAsset analysis, Los Angeles was ranked No. 4 in the Top 10 Cities. The saving averaged to
about $5,124 for those with Tesla Model S’s compared to the BMW 535I. 5% of California
consists of Super Greenies and because Tesla is pretty local to the state of California, this is a
great place to prioritize for marketing. Tesla drivers in Los Angeles has their choice of 3
different Superchargers that allows them to have free recharges for life. That is a huge deal for
those in this city and it would highly benefit the Super Greenies who’ve yet to jump on board
with Tesla. If that wasn’t enough, “California's [electric vehicle] drivers also receive a $2,500
rebate for battery-powered electric vehicle purchases” (Lorraine Chow). This is another perk for
those in Los Angeles and a no brainer for Super Greenie targeting.
Lastly, Denver, Colorado. Denver ranked 8th in the Top 10 Cities list based on the data
from the analysis. Denver is a good place to target Super Greenies because it’s one of those Tesla
hot spots, previously mentioned. There’s lots of charging stations and store for that 10% of
Denver that is made up of Super Greenies. Denver has the perfect outdoorsy feel due to the
mountains that attract Super Greenies. Denver is definitely a big market as it contains many of
the elements for a thriving Tesla market. Targeting Super Greenies in this area would save them
about $3,791 and its win-win situation. Vice president of marketing at Scarborough Research,
Deirdre McFarland said it best, “As the American economy continues to try to find its footing,
luxury marketers – or, really, any marketer who wants to capture the American high spending
population – could benefit from green-focused marketing, promotions and product” (Brit
Liggett).

Media Plan Targeted to Reach “Super Greenies” Audience
Introduction
Now that we know about the company, the product, the target audience and geographic
overview, we can look at how we can link all those together to create a media plan. A media plan
determines where advertisements are going to be placed based on the conventions of each media
vehicle and how it all fits your budget to reach the most of your target audience. It is imperative
for media planners here at Sullivan, Higdon & Sink to know the most about… well, everything
to make the best decisions for the client. When looking at the Tesla Media Plan, it displays 4
magazines matched perfectly to the Super Greenies across the nation that pick up those very
magazines at one point or another. It also displays 4 radio stations, one in each of the chosen
direct market areas (DMA) for Super Greenies. Radio Stations are so specific to DMAs that you
can literally connect every dot, spot on, to pin point those Super Greenies in those areas.
Magazines follow the same concept but with interest instead of location. The budget for the
media plan was not set in stone but was expected to cost anywhere between $900,000 and
$1,200,000. Based on the sources such as the Scarborough Research, we were able to analyze the
interests, activities, tendencies and other data pertaining to Super Greenies to lead them right to
the Tesla Model S advertising campaign we’ve strategically placed in front of them; and the
following is what we came up with.
Starting off with magazines, we were able to find 4 different, yet very relevant,
magazines that a typical Super Greenie would have at home. We examined how the number of
insertions of the ad, the total cost of ads and the cost per thousand viewers could get our message
across to the Super Greenies in the most effective way. We determined the best months to deliver
our messages, chose the best positions for ads and how many times they’d appear. The chosen

magazines were National Geographic’s, chosen for the environmental aspects in each issue;
Automobile Magazine and Autoweek Magazine, perfect for those Super Greenies that have a
fascination for cars; and Dub Magazine, a great resource for those Super Greenies that enjoy a
variety of things. Overall, all these magazines align smoothly with the target audience in terms of
demographics and their top interests. The total cost for all the ads placed in these magazines
ended up being $ leaving a lot of money left to play with for the radio stations.
When it came down to radio, again, we chose 4 different, yet very relevant, radio stations
that Super Greenies probably already listen to. Media planners have to decide the format (or
genre) of the station, ratings, the daypart and so many other factors to consider along with
location. After much deliberation, we decided on using KAO AM and KUNC FM in Denver,
KOMO AM in Seattle and KFMB AM in San Diego which are all News Talk Information
formats that appeal to the Super Greenie demographics. To stay in budget, we decided to switch
out for a station in San Diego to express the numbers in a California DMA, as it’s the home state
for Tesla, Inc. We were able to stay under the budget by totaling the cost of our ads to $555,264.
To recap, we were able to make an overall purchase of 816 ad insertions in a 3 month campaign,
in both radio and magazines, totaling out to $1,154,390, with a little room. With the following
data, you will see how the Tesla Media plan and the Process of Advertising comes together.

Media Type Priority
Although, Higdon, Sullivan & Sink chose to split the 8 media vehicle in half for each of
the 2 categories, the attention was definitely more focused on radio. As it has been mentioned
above, radio stations are so key to advertising because you can get pretty specific with local
radio. The Scarborough Research provided the information we needed on the radio formats
Super Greenies were interested in and where they were located so we could choose the best radio
station, with the right formats, in the perfect cities at their listening peak. We also believe that
because radio is listened to pretty much on a daily basis, for adults that drive to work/activities
and sit in traffic and work/shop in places that play the radio, those are the media vehicles we
want to keep putting Tesla’s money into. On the other hand, magazines are read by the same
people once a month. A reader can easily flip passed the Tesla ads, put the magazine away and
Overview
No. of
Insertions
Total Cost CPM
1 231,170$ 77.06$
4 237,060$ 105.64$
3 86,208$ 111.15$
4 44,688$ 111.72$
12 599,126$ 101.39$
192 29,606$ 10.09$
192 187,507$ 10.09$
192 194,150$ 7.05$
240 144,000$ 8.79$
816 555,264$ 9.01$
828 1,154,390$ 110.40$Total/Avg
Radio
Denver - KUNC FM
Denver - KOA AM
San Diego - KFMB AM
Total/Avg Radio
Seattle - KOMO AM
Dub Magazine
Magazine Totals/Avg
Media Vehicle
Magazine
National Geographic
Automobile
Autoweek

not touch it for a while. This group isn’t exposed to the campaign as much as in radio, where you
will hear it more than once in a day. We feel that radio makes use of what we have more
efficiently and successfully.
All of the strategy with radio was more thought out than magazine as magazines are
typically more generic, whereas in radio, the diversity makes it so easy to play with and
ultimately connect to Super Greenies better. For example, we wanted radio stations like KOMO
AM in Seattle to play the ads in the morning on the News Talk station because this particular
radio station gives all the best updates for things like traffic. All that combined, we are able to
draw a picture that puts Super Greenies in their cars, on their way to work, listening for traffic
conditions or sitting in it, where they’re able to receive the Tesla message we’re trying to
present.
Specifics Media Choices
The choices made by Media Planners are very important because all the hard work and
research done to come up with a plan is put to the test once those choices are put into action. We
will break down the information of every radio station and magazine and present the correlation
to Super Greenies. The factors and conventions of each media vehicle, plus the limitation of a
budget, put us on a journey to coming up with a fully functional media plan.
Magazine Choices
Magazines are a wonderful advertisement tool. It is easy to segment people into groups
based off of specific hobbies and interests. Magazines are publications that come out periodically
with lots of major opportunities for media planners to advertise directly to the people in the
interest groups. For example, a Better Homes & Gardens magazine is predominantly read by
women so media planners for a company like Cover Girl can easily reach a large amount of

women in the age range and demographic factors that this particular magazine appeals to. This is
exactly what we did for Tesla and the magazines that would fit it and still appeal to the Super
Greenie population. As we begin to look further into the analysis, it will become evident why
particular decisions of the campaign, were made.
#1 - National Geographic’s
To start off we are going to look at each individual magazine, all the corresponding data,
how we came to the conclusion, how it matches up with Super Greenies and explain the thought
process. The first magazine chosen was National Geographic’s (which will be called NatGeo for
short). NatGeo is described by the SRDS Consumer Magazine Sourcebook as “[inspiring] people
to care about the planet by chronicling exploration and adventure, as well as changes that impact
life on Earth” (SRDS Consumer Magazine). Some of the “major topics include culture, nature,
geography, ecology, science and technology” (SRDS Consumer Magazine). Just that description
alone hits lots of major connections between Tesla, NatGeo and Super Greenies. Tesla Model S
ads would go perfectly in NatGeo because the brand fits into a lot of those major topics the
magazine specializes in. Culture because the concepts that Tesla is creating with their brand is
shaping a cultural move towards more sustainable energy. That in itself leads right to the
environmental topics that Super Greenies would definitely read up on in such a famous and
internationally renowned magazine. These connections are what made NatGeo a no-brainer for
the Tesla campaign.
Super Greenie’s No. 1 concern and interest is the environment as all their choices tend to
relate to it somehow. When looking at magazines we wanted that to be the focal point by
choosing a well-known, environmental focused magazine. With a rate base, or in simpler terms,
a reader span of 3,000,000, NatGeo is already a great platform for companies that also fit all the

previously mentioned categories and want to target the following demographics. According to
the National Geographic’s Media Kit, their total audience profile as of 2016 indicates that their
median reader age is 47.5 years old, readers with a household income (HHI) of $1,000,000+
were 12% more likely to read NatGeo and readers with a postgraduate degree were 36% more
likely to read it (NatGeo Media Kit). We already established that the Super Greenies were 40-50
years old, 59% of Super Greenies were more likely than the average adult to have a HHI of
$1,000,000+, and last but not least, they were 143% more likely to have a post graduate degree
than anyone else. With this type of demographic information available, it was pretty evident that
we needed to advertise in NatGeo. The product and brand fits perfectly in the premise of the
magazine and the statistics show that Super Greenies are probably already reading NatGeo
anyways.
Based on these connections, I was able to come up with the numbers that support the
decision to advertise with National Geographic’s. In a magazine of this proportion, I knew that
the cost per ad would be a little more expensive but the CPM ended up making it worth it. I went
with a one full inside page, full 4 color ad in the month of May because NatGeo has a content
theme of Innovation. This theme is perfect for the Tesla campaign because it doesn’t get more
innovative than the cars Tesla is cranking out. The ad would be placed among some of the most
innovative products and ideas and those Super Greenies that like the technology side of things
will be more gravitated to it as it mixes in their top three interests of environment, cars and
technology in one. The cost per ad ended up being $231,170 and with a single insertion, the
whole campaign cost for this magazine was $231,170. Referring back to the rate base of
3,000,000 and the cost per ad, when divided the result was a CPM (cost per thousand) that
totaled out to be $77.06, the lowest cost per thousand readers of all the magazines chosen.

Given the budget and the guidelines, we weren’t able to add more insertions but we still
went for it with at least one insertion. Something important to note is that when all is calculated
and done, it’s good to know that even though running ads in NatGeo might appear to be too
expensive at first glance, it was actually pretty cost effective in the long run compared to the
other chosen magazines in this particular campaign. The whole point of knowing the CPM is to
evaluate how well your dollar was spent to convey your message. This information can help
media planners plan for future campaigns where, for example, the budget is higher, more
insertions can be added and for a longer period time, etc. All in all, our choices reflect how our
full page, full color ad, was placed in the perfect edition of National Geographic’s, a magazine
with matching demographics to the Super Greenies while staying within budget. With that being
said, National Geographic’s is the perfect media vehicle to start off the Tesla Model S Ad
Campaign.
#2 Automobile
The next magazine that was chosen was Automobile Magazine. Automobile incorporates
“features that capture the experience of being behind the wheel of the world’s most fascinating
cars” (SRDS Sourcebook). The content includes a diverse variety of “personalities, travel
destinations, automotive art, vintage cars and industry trends” (SRDS Sourcebook). If the name
didn’t tip off why the magazine fits the product, I will break it down and connect the dots. Given
the extensive research done about the cars Tesla makes, it’s safe to say that their cars are
amongst the most fascinating. It drives itself, it is 100% electric and it has 17 inch touchscreen
tailored to the driver. That’s definitely something I’m sure has already been featured in the
magazine so it’s only right to advertise in it. It’s very important to keep in mind that the media

vehicles need to align not only to the company but also to the target audience. So I dug deeper to
make sure Super Greenies were picking up this particular magazine.
One of Super Greenies overarching interests is that of cars. They have high HHI’s
meaning they live a little more luxurious than the rest of us and what’s more luxurious than a
brand new, state of the art and earth-friendly Tesla Model S sedan? Referring back to what we
know about Super Greenies and their demographics, we specifically kept in mind the 40-50 age
range. Upon researching Automobile magazine, we found that the average age for readers was 36
years which was close enough for us to say that Super Greenies could be reached through
Automobile Magazine. With Automobile Magazine, we also looked at the readers by gender. We
were aware that this magazine would reach more men than women and the data definitely
supported that. According to Mega Media Marketing, out of their recorded 4,143,000 readers,
about 3,298,000 are men and roughly 845,000 are women. With a preconceived notion that men
make the car buying decisions, we can easily see how Automobile Magazine would reach the
Super Greenies interested in cars.
Taking all that into consideration, we were able to come up with the right way to
incorporate Automobile into our media plan. We really wanted to advertise in this magazine with
a bang but due to the budget, a full page ad would’ve been $91,160 for 3 times which we
couldn’t afford. We decided to go with a ½ page inside ad with full color which cost $59,265 per
ad. We inserted it 4 times as we felt that it made up for the lack of ad size. The total cost of the
whole campaign, given all the final decisions, totaled out to $237,060 and with a rate base of
561,000, the cost per thousand readers ended up being $105.64. Compared to National
Geographic’s, the cost per ad was definitely lower but ultimately the CPM for Automobile cost
more as it has a smaller rate base. There wasn’t a specific reason for wanting to let the ad run for

the months of March, April and May but thinking in terms of when people have money to
consume, the few months after tax season seems to be the best.
So after analyzing all the statistics and data, we believe our pick of Automobile Magazine
will excel in reaching our target audience. We presented how Automobile magazine fits with
Tesla through the theme of cars and how it fits with Super Greenies through the demographics
and their interest in cars. We managed to stay within budget while running ads, although not full
page. We hope that in the future, we are able to advertise with bigger ads in more places.
#3 – Autoweek
Autoweek is the third magazine we chose as part of the Tesla Model S ad campaign.
Autoweek is very similar to Automobile as it is also all about cars. The SRDS Sourcebook
describes Autoweek as an “automotive-enthusiast magazine which provides its readers with up-
to-date information on vehicle reviews, motorsports events and trends, personalities, and auto
show coverage”. A lot of the same information from the previous magazine will also referenced
in this section.
Once again, the description alone shows why it fits a campaign about a car. Although that
correlation is what we were primarily looking for, the weekly issue factor makes it worthwhile.
Readers have a chance to follow along with updated information on any car every week meaning
they are looking at the ads in this magazine every week. Tesla’s Model S is the perfect product to
advertise in a magazine like this because Super Greenies and other car enthusiasts, most likely go
to Autoweek and Automobile for answers to their questions and their car information fix. If
you’re in the market for a car, you’d probably look at a magazine like this to read up on reviews
for cars all in one place. The ads will stick out in their head when they read the information about
the Model S and after seeing a good ad enough, interest peaks and that’s how purchases happen.

Autoweek’s demographics show a lot of correlations between them and Super Greenies.
According to their media kit online, the reader’s average age is 45.5 years and 53% of readers
have a college education and higher. As I have already mentioned, that is not only perfect for the
Super Greenie age range of 40-50 years but also for their level of education. The chances of
Super Greenies being subscribed to this magazine, being in the search for a new car and seeing a
Tesla ad is very likely. Even if they’re not in the market for a new car, they’re able to see the ads
frequently and always be reminded that it’s there for when they’re ready.
With Autoweek, we chose to do a full page ad on the inside in full color. For three
months, we decided to do 3 insertions 12 times because of the way the weekly format changes
the rates, which set the cost per ad to $28,736. Due to the fact that if you buy in bulk, you get it
cheaper, the 12 time rate to advertise every week for 3 months saved us some money. We could
even advertise in Autoweek for 2 more weeks since we still get the same rate until we opt in for
the next bundle. We continued to stay within budget by including an insertions in the beginning,
middle and end; choosing 4 colors for the best quality ad; and going with a full page ad for the
space for creativity. Ultimately, Autoweek is a very successful media vehicle as we were able to
fit it in the budget and we were able to reach another part of Super Greenies that are interested in
cars. We did choose 2 car magazines because the Model is a car and hopefully, going that route
brings in the consumers Tesla wants.
#4 – Dub Magazine
Dub Magazine is the last magazine we chose to advertise in. Since we have touched base
on 2 major areas of interest, the environment and cars, we wanted a magazine that would blanket
over a lot of things. Dub Magazine is described as “edited for trend-setting urban automotive
enthusiasts. It covers the automotive market, music, fashion and personal electronics” by the

SRDS Sourcebook. The keyword “trend-setting” was pretty important because owning an
electric sedans that drive themselves and are so perfectly engineered is pretty trendy. Dub
Magazine was a perfect fit for the Tesla aspect of it but it also hit home for a lot of Super
Greenies as well.
According to the data found on Dub Magazine online, “For the advertiser looking for the
“cutting-edge” publication to reach multicultural, early-adopting, young, urban trend-setters,
DUB has the credibility to provide access to this hard-to-reach market segment.” The minority
generation amongst Super Greenies, Generation Y or Millennials, those born between 1977 and
1995, have definitely proved to be hard to get. We believe Tesla is cutting-edge enough to reach
the Millennials reading it; it will expose them to the car enough to persuade them to invest in a
Model S. The reader’s average age of 28 was not within the preferred range with Dub Magazine
but we looked further and found the average HHI. With Super Greenies being 59% more likely
to have a HHI of $100,000+, the Dub’s average reader HHI of $82,250 is close enough for us to
want to advertise there. This data was last published in 2014 so we hope that in the last couple
years, those numbers have fluctuated to match more Super Greenie demographics.
With Dub Magazine, we found that a full page, 4 full color inside was a good way to go.
A full page and full 4 color means more space to make an effective ad. The cost per ad for 3
months was $11,172, but because Dub combines the months of April and May into one issue, we
thought we could just advertise in June as well since we are still within the 3 times rate. We
chose to put 4 insertions in this magazine to really leave an impression with that hard to reach
millennial demographics that Dub targets. The total campaign cost was $44,688 for the ad space
we wanted. With a rate base of about 100,000 readers, Dub proved to be the most expensive out
of the 4 magazines with a cost per thousand of $111.72. It was a little risk we were willing to

take to reach that Super Greenies that are Millennials, have the means to get a Tesla and read
Dub Magazine. A lot of the same decisions were made for the 3 car focused magazines because
of the obvious car theme and the matching demographics.
We feel that the readers of car magazines really appreciate the product because of the
complexity of it. Other magazines may relate because of other Super Greenie characteristics but
they’ll see an ad and possibly pay no attention because they have no knowledge or interest in
cars. We know that the readers of these magazines are knowledgeable about cars and the creative
side could definitely use that to their advantage. Overall, Dub Magazine fit all the aspects we
were looking for and keeps us well under the budget.
Other Magazines Considered But Not Chosen
Other magazine choices were considered because of their own connections to the product
and the intended audience but were not chosen for certain reasons. For example, Rob Report,
described by SRDS as an “international authority on the luxury lifestyle, geared towards an
affluent, sophisticated, educated audience.” If that doesn’t scream Super Greenies, I don’t know
what does. It focuses on some of the luxury that readers of this magazine tend to like such as
travel, art, fashion, luxury real estate, and “the accessories of “the good life””. It deemed as a
perfect fit for some of the characteristics that Super Greenies hold. A Tesla Model S would be
considered a luxury or else everyone would driving one so this was perfect for both parties.
The reason it was not chosen was because of the CPM. The cost per thousand readers was
the most expensive of all the magazines I examined so we decided we’d read reach more people.
The cost of each full page, full color inside ad, was $32,495. With 3 insertions, the whole
campaign would cost $97,485 which is still not bad but the CPM didn’t make it worth it. With a

rate base of 104,000 the CPM was a whopping $312.45. Otherwise, we definitely would’ve
advertised with Robb Report for the swanky Super Greenies in the luxury game.
The other magazine considered but not chose was E-Magazine. This magazine “contains
information, news and commentary on the environmental issues for the benefit of the general
public”, according to SRDS. With it being environmentally focused, it was a no brainer for the
Super Greenie population. It also fit Tesla because the Model S is 100% electric, cutting out
harmful fossil fuels. The reason why we do not choose it was because the rate base, or the reader
span of 70,000 was way lower than all the rest so we wanted to keep it consistent and always
with the most reached.
Radio Choices
The next part of this campaign involves radio. Higdon, Sullivan & Sink believes that
radio continues to be a powerful advertising tool because of the ability to segment people so
narrowly. We came up with 4 radio stations that fit all the criteria we were looking for, from the
Magazine Placements
Magazine Name Cost Per Ad Ad Size
Ad
Position
Number of
Insertations
Total campaign
cost
Circulation
(000)
CPM
National Geographic 231,170$ 1 page Inside 1 231,170$ 3,000 77.06$
Automobile 59,265$ 1/2 page Inside 4 237,060$ 561 105.64$
Autoweek 28,736$ 1 page Inside 3 86,208$ 285 100.83$
Dub Magazine 11,172$ 1 page Inside 4 44,688$ 100 111.72$
Magazine Total/Avg 82,586$ 12 599,126$ 3,946 98.81$
Robb Report 32,495$ 1 page Inside 3 97,485$ 104 312.45$
E Magazine 3,206$ 1 page Inside 4 12,824$ 70 45.80$
Magazines Considered But Not Chosen

location, to the listeners, the format and even the time of day. Before getting into the data, we
wanted to define some key words.
When referring to format, we referring to a very focus group that have been segmented
due to the genre of music or type of radio station they listen to. For all the radio stations, we
chose to go with a News Talk Information format due to the information we gathered. According
to KATZ Radio Group, “News/Talk stations feature a combination of news updates and
programs and talk shows. Programming may include some syndicated shows or satellite feeds.
While they are still primarily found on the AM dial, more stations are starting to appear on FM
as well.” The locations were based primarily on the chosen Direct Market Areas (DMA) from a
previous section. Unfortunately, we hit an obstacle and we were able to find any free access to
Los Angeles numbers to be able to use it. But for the sake of time and the assignment, I went
ahead and found another very important DMA in California to represent the Tesla’s home state.
San Diego offered us a lot of good radio stations so that took over our Los Angeles DMA which
is later explained.
According to Brandon Gaille, a top internet marketing expert that offers tips about
advertising and marketing, “talk radio stations, including news and information stations, are the
#2 type of format in the US. This type of station pulls high levels of high income listeners with
higher levels of education” (Brandon Gaille). This particular format “primarily targets men in
the 45-54 demographics” but different radio stations offer their own demographics and their own
local flair that broadens their audience. Referring back to what we know about Super Greenies,
they have high incomes and high educations which make them the perfect listeners of News/Talk
formats. We followed that theme throughout all the radio stations and then broke it down further

depending on each stations. We were able to choose 4 stations that offered the best outcome and
best results for Tesla’s money.
Another term we wanted to define was daypart. It basically means what time of the day
in radio talk. There are specific times to each but we’re going to look at the 2 most common; AM
and PM. The hours associated with AM radio are 6 AM to 10 AM, Monday- Friday. We wanted
to take advantage of the Super Greenies that are on the go in the morning, whether that’s to
work, the grocery store, or a morning yoga session. The PM radio hours are 3 PM to 7 PM.
Although we didn’t have the money for it this time around, we hope advertise in each of the
stations during both AM and PM radio. We figured that if people listened to the radio in the
morning on their way to work, they’d return to their cars in the PM hours and that station would
still be on, making it more likely that they’d hear it twice in one day. Maybe even throw in some
ads in the Day radio (10 AM-3 PM) for those that work in offices or somewhere that play these
types of radios. Especially because Super Greenies are always on the go, they’re always listening
for traffic conditions as we chose big cities to target in. Some of the PM listeners might listen for
sports updates and other local programming, for example.
We also found that “interestingly, the top daypart for listening varies by generation, with
Gen Xers most engaged during the morning drive, Boomers during the mid-day and Gen Xers
during the evening drive (http://www.marketingcharts.com/traditional/profiling-us-radio-
listeners-by-demographic-group-66123/). This also motivated us to choose these times. For
future reference, we can continue to choose those dayparts and advertise in both, even more
times to get even more attention.
#1 - Denver - KUNC FM

The first radio station we chose for the ad campaign targets the Denver-Boulder DMA,
Denver - KUNC FM. It is a “community-licensed public radio station, operated by Community
Radio for Northern Colorado, Inc., a Colorado non-profit organization” (KUNC) and, as
previously mentioned, the format is News Talk Information. For starters, the location matches up
with one of the chosen DMAs for Super Greenies in a previous section. Denver offers many
Tesla charging stations and stores for the 10% of Denver that is made up of Super Greenies so
it’s the best of both sides.
KUNC FM consists of a lot of different programs but we decided to focus on a couple in
specific. The ones that made most sense pertaining to Super Greenies were A Prairie Home
Companion, “the only live music and variety show aired nationwide today” (KUNC); All Things
Considered, which includes “breaking news mixed with compelling analysis, insightful
commentaries, interviews, and special -- sometimes quirky – features” (KUNC); and Living On
Earth, an environmental update every week. As we know from the Scarborough Research, Super
Greenies are information seekers, they like variety, they’re 41% more likely to listen to News
Talk Information radio formats and they’re concerned about the environment. This radio station
definitely made sense to advertise in as it had all the right programs for Super Greenie listeners.
To top it off, KUNC FM also has Car Talk, a program for those interested in cars, perfect for the
Tesla side of things, which also appeals to Super Greenies.
Radio station performance is shown as a rating; it’s the percentage of listeners in the
DMA that are listening to that station. For KUNC FM, the rating was 0.06%. According to the
Nielsen Radio Market Survey Population, Rankings & Information report, we were able to find
the Persons 12+ in the Market of 2,546,800 which us to find the number of listeners of the
station. When multiplying the rating of 0.06% by the Persons 12+ in the Market, was around

15,000. According to the data from SRDS SQAD, the cost per point, “how much it costs to buy
one rating point, or one percent of the population in an area”( http://www.museum.tv/eotv/cost-
per-thou.htm), was $257.00 due to the fact that the insertions were in the PM daypart in Denver.
We wanted to catch the Super Greenies caught in rush hours after work and are forced to list to
these radio stations. While they’re flipping from one station to another, they’re bound to hear the
Tesla ads. The piece of data we were able to find by multiplying the rating (0.06) times the cost
per point was the cost per 60 second ad, which was $154.
We decided on a total of 192 insertions based on the total number of ads per day and total
number of ad days. We came to the conclusion that one ad per hour was good for this DMA
because we also have another radio station in it as well. This brought our total ads per day to 4.
We chose to advertise 4 days per week, Monday, Wednesday, Friday and Sunday for the simple
fact that it’s the beginning, middle and end of the week. In a 3 month campaign with 4
advertising days a week, the total ad days was 48. When multiplying the ads per days (4) by total
ad days (48), we came up with 192 insertions that made sense within the budget. The total cost of
the campaign was $29,606 and by knowing all this information we were able to calculate a CPM.
When dividing cost per ad by the listeners shown in 1,000s, we came up with a cost per thousand
of $10.09, one of the most expensive compared to the other radio stations. We were able to stay
within the budget and target the Super Greenies residing in the Denver DMA. The ads would fit
perfectly in KUNC FM and hopefully we can advertise with them in the future with even more
ads.
#2 – Denver - KOA AM
The second radio station of the campaign also targets the Denver Boulder DMA, Denver
KOA AM. The location is one of the main reasons why we chose it as it’s a Tesla and Super

Greenie hot spot. KOA AM is a news, weather and traffic station that offers sports updates for all
the Colorado teams including the Colorado Rockies, Denver Broncos and the University of
Colorado Buffalos. Super Greenies able to get updates on traffic and their favorite sports team,
along with different programming from some notable on-air personalities. They’ll enjoy being
able to receive that information and as for Tesla, it makes sense to buy an ad in a DMA where
10% is all Super Greenie population.
The rating for KOA AM was 3.8, or 3.8%. Because this market is the same as KUNC
FM, the Persons 12+ in the Market remains the same at 2,546,800. Once again, we were able to
find the listeners of the station by dividing 3.8% by 2,546,000, which equaled to 97,000 listeners.
The cost per point also stayed the same as it was the same daypart as the previous station. The
cost per ad at this radio station was $977, based from the rating times cost per point (3.8 x 257 =
$977). We came up with the insertions for this radio station the same exact way as the previous
Denver radio. 192 insertions, 1 ad per hour, 4 days a week, but with this one, we switched it to
Monday, Wednesday, Thursday, and Friday. This was a majority of the work days was covered
by the ad. The overall cost of the campaign cost in this radio was $187,507 and CPM was also
$10.09 due to the same DMA. KOA AM served as the back-up radio station in Denver because if
Super Greenies aren’t listening KOA AM, they’ll flip to KUNC FM and vice versa. We just
wanted to have the whole week covered with ads in Denver for the working Super Greenies that
do listen to these radios on a daily basis at these times. Denver is a very popular DMA not only
for Super Greenies, but it’s a good place for Tesla due to the amenities for Tesla car drivers in
Denver. We stayed under budget, stuck to a format and a day part, ran with it and as previously
mention, we hope to advertise bigger in the future.
#3 - Seattle - KOMO AM

The third radio station we decided to advertise in was the KOMO AM in the Seattle-
Tacoma DMA. It includes programs like traffic, news, weather, sports and other general
information programs. Seattle was our #1 priority DMA as 13% of Seattle is made up of Super
Greenies and Seattle also happens to have the cheapest energy in the nation. The location is fit
for Super Greenies and it’s a good place for Tesla advertising, so we found this radio station to
fit our needs the best. Seattle is also a big city so knowing traffic and weather before heading out
to work is a main reason people will listen to this type of radio. We made the decision to make
this station cover the Seattle DMA in the AM daypart. We really wanted to add ads in the PM
daypart to maximize the results but for this campaign, we will stick with AM and hopefully
another campaign will allow for more ads.
The rating for KOMO AM was 3.2, or 3.2% and the Persons 12+ in the Market was
4,483,700. These numbers show the performance and the people that listen in this specific
market 12 years and up. By multiplying those 2 number and dividing by 1,000, we found that the
number of listeners of this station was roughly 143,000. The cost per point (CPP), due to the
location and the daypart, was $316 and the cost per 60 second ad was $1,011 when you multiply
the rating and the CPP. At first glance, we were a little concerned due to how high the cost per
60 second ad was but we continued to calculate the rest of the number and found that it was the
most inexpensive radio option of all. For this radio station, we also chose to do 192 insertion to
keep it consistent. The ad will air for 60 seconds, on Monday, Tuesday, Wednesday and Friday,
1 ad per the 4 hours of the AM daypart and all together, it cost $194,150. The CPM ended up at
$7.05, which made it worth it for us to keep especially in such a Super Greenies concentrated
place that benefits electric car owners. A lot of the decisions were based on a lot of same things
to keep them consistent through the radio stations we chose.

#4 - San Diego - KFMB AM
The last radio station we decided to use was KFMB AM is San Diego. KFMB AM is
radio station that once again offers local and national news, offers traffic and weather and
includes different programing throughout the week for more specialized interests. This radio was
chosen to stay within budget. Los Angeles had a crazy rates that would make our other radio
stations suffer had we chosen it. We knew we still wanted to have a radio station in a California
DMA because it’s Tesla’s home state. We figured the next best California DMA that made the
same connections for Super Greenies and Tesla was San Diego. With 11% of San Diego being
Super Greenies, it was another big DMA that could still capture the audience we want. It’s an
Electric Vehicle hot spot, a place that offers a lot of amenities to those that chose to go electric.
According to the San Diego Union Tribune, as of February 2017, “the city of San Diego, for its
part, has now built 68 charging ports at 15 locations” (Joshua Smith). They have even started
upgrading in San Diego by putting “fast chargers”, that charge in 30 minutes max, along
highways for those in a hurry that need a charge. These types of things make us confident that
San Diego will help us reach Super Greenies and introduce to them the benefits of owning an
electric vehicle in their state.
This radio station was able to offer us a lot of good information that led us to ultimately
advertise with them. We decided on the AM daypart because just like Seattle, you need your
traffic reports in the morning in a congested state to map out your commute. They are listening
attentively and are at their most receptive to hear the message. The rating for KFMB AM is 2.4
or 2.4%. According the Nielson data, we were able to find the Persons 12+ in the Market which
was 2,843,600. When dividing those 2 numbers, you come to the conclusion of 68,000 listeners
of the station. This is all such vital information when looking at how to not only strategize where

to put the ads but also how to stay within budget while fitting all the criteria. The Cost per Point
in California for an AM daypart is $250 which brings up to the cost per 60 second ad. Rating
times CPP shows us that each 60 second ad will be $600 and with 240 insertions, the final and
total cost for the campaign was $144,000. We decided this radio station needed the most
insertions because it’s very likely that people in California have more of a connection to Tesla
since they are based out of Silicon Valley. They are probably the most exposed to all the ads and
hear a lot more about it as opposed to someone in like New York. The ad would run all Monday,
Tuesday, Wednesday, Friday and Saturday. We wanted to add Saturday in there because there’s
a podcast that is aired on Saturdays from 7AM to 8AM, called Auto Talk. You’re able to call in
and ask questions to the 2 automotive experts that run the show. We figured that between all this,
it was a pretty good choice, which made the CPM of $8.79 worth it.
Overall, we were able to find 4 different radio stations that offer a little bit of everything
for the Super Greenies that listen to these stations. The locations were a match, the formats were
a match, the dayparts made sense, the insertions stayed within budget and CPMs were worth it.
We came to the conclusion that if we had a little bit more money to work with, we could’ve
added more insertions in the opposite daypart so both daily work/home commutes were covered
by the ads.
Radio Placements
Radio Station Format Daypart Rating Rating (%)
Persons 12+
in Market
Listeners of
Station (000)
Cost Per
Point
(CPP)
Cost per
:60 ad
Number
of
Insertions
Total Cost
CPM
(Listeners)
Denver - KUNC FM
News Talk
Information
PM 0.6 0.6% 2,546,800 15 257$ 154$ 192 29,606$ 10.09$
Denver - KOA AM
News Talk
Information
PM 3.8 3.8% 2,546,800 97 257$ 977$ 192 187,507$ 10.09$
Seattle - KOMO AM All News AM 3.2 3.2% 4,483,700 143 316$ 1,011$ 192 194,150$ 7.05$
San Diego - KFMB AM
News Talk
Information
AM 2.4 2.4% 2,843,600 68 250$ 600$ 240 144,000$ 8.79$
All Radio Totals/AVG 308 270$ 686$ 816 555,264$ 9.01$2.5

Schedule
A lot of the basic information about the schedule was mentioned in each of the media
vehicle sections. We will recap the schedule for the whole 3 month Tesla Model S ad campaign.
In the chart below, specifically for magazines, you will see black X’s that mean the weeks are
linked together because the magazine is monthly. You will also see a dash, which stands for the
weeks we’re advertising in. Lastly, you will see a circle with an X in it which was different
structure since it has some regular monthly editions and some 2 month editions that are all linked
together.
For starters, National Geographic’s was chosen to only appear in one month because of
the price of advertising with him and because of the theme of the chosen edition. May is the
month of Innovation for National Geographic so we figured that’d be the best month to advertise
in. Tesla is full of innovation as they are paving the way for electric vehicles and Super Greenies
are attracted to the environmental element. This will be a flighting schedule strategy because it is
not continuous. You can see this displayed with X’s under the May weeks.
For Automobile Magazine, we wanted to advertise for 3 months continuously. We
wanted to advertise all that we could because of genre of this magazine. The Model S is clearly a
car and Super Greenies also have an interest in cars and luxury. We figured that this was the
prime magazine to advertise in to reach the target audience. This data is shown by X’s across the
3 month campaign period. Like previously mentioned, this will be a continuous schedule
strategy. Autoweek is a weekly magazine that also talks about cars. Because the rates are
different since it’s a weekly magazine, we had to buy 12 weeks for the 3 month campaign and
we definitely took advantage of it. This is shown with dashes across all 3 months. This schedule

strategy is also continuous as it will be consistent throughout March, April and May. There was
no specific choice to use those months other than the fact that it includes May, which is when the
NatGeo ad runs, to keep it consistent.
For the last choice, Dub Magazine, we also decided to take advantage of their rates so we
made it a continuous scheduling strategy and let it run right across the 3 months. The thing about
Dub Magazine was that April and May are technically one edition because they are combined.
Since we bought 3 months-worth of ads, but only 2 editions will come out, we wanted to
advertise until June but for the requirements of this media plan, we stuck with what we had. This
is displayed with the X’s across the month of March and the circled X for the reminding 2
months.
We really wanted to take advantage of all the possibilities to get Tesla in the minds of the
readers of these magazines. We wanted to be as continuous as possible because we didn’t want
Super Greenies to forget that Tesla was out there. Since Super Greenies are out and about a lot
more, we wanted to stay prominent within these media vehicles. Radio was the same story as
well. I was a little confused on what that part of the schedule was supposed to look like but I’ll
justify my choices. Since we chose to advertise in 3+ days a week at every radio station we
chose, we knew it’d run every week for the 3 months. That is shown in terms of black X’s all
across the board for all the radio stations.
Once again, the previous radio station sections have all the basics for the schedule.
Because radio stations air their content daily as opposed to weekly and monthly like magazines,
we had get even deeper. The process that decides how many insertions go in your media vehicle
consists of deciding the daypart, how many ads per hour of the daypart, how many days per
week, how many total ad days a month and voila. Although there wasn’t a specific reason for

why we chose the days we chose (except for one station), there was an order and strategy behind
them.
Two Denver states were chosen for their locations in one of the top three direct market
areas. Both PM dayparts to be consistent and both airing 192 insertions each. For KUNC AM,
we chose Monday, Wednesday, Friday and Sunday for the sole fact that it was in the beginning,
middle, and end of the week. This would cover the majority of the work day afternoon drives
home and part of the weekend. For KOA FM, we chose the days Monday, Wednesday, Thursday
and Friday so that it was heard primarily on those work days. Other than that, we chose these
schedule strategies to be continuous because why not. The more times they hear it, the more
interest it’ll spark, especially if the creative side hits it out of the park. These stations would also
be running this ad on 3 of the same days so if you flip from one station to the next when
commercial come on, there’s a good chance you’ll run into this ad a lot more the 1 ad per hour
on each radio station.
Last but not least, the last two radio stations were Seattle and San Diego. They were both
in the AM daypart as we also wanted to capture people in bigger cities in the morning. KOMO
AM in Seattle was also just like the two Denver radio stations in the fact that it had 192
insertions. The 4 days we advertised were Monday, Tuesday, Wednesday and Friday. Once
again, we wanted to capture those people on their morning drive to work. San Diego KMFB is
the only one that we coordinated according to a specific show on that radio. Since it was an Auto
Talk show on Saturdays, we thought it’d be a good idea to advertise with them. Therefore, we
chose 5 days of the week instead of 4; Monday, Tuesday, Wednesday, Friday and Saturday. This

covered a lot of the San Diego DMA that was super essential for the campaign to come full
circle.
Schedule Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
Scheduling
Strategy
Magazines
National Geographic Flighting
Automobile Continuity
Autoweek Continuity
Dub Magazine Continuity
Radio
Denver - KUNC AM Continuity
Denver - KAO FM Continuity
Seattle - KOMO AM Continuity
San Diego - KFMB AM Continuity
March April May
: stands for the weeks linked together due to the magazine being a monthly magazine
: weekly magazines
: this particular magazine had a normal monthly edition and a 2 month edition

Bibliography
Baer,D. (2014, November11). TheMaking Of Tesla: Invention,Betrayal,And TheBirth Of The Roadster.
RetrievedfromBusinessInsider:http://www.businessinsider.com/tesla-the-origin-story-2014-
10
Biography.comEditors.(2016, November21). Elon MuskBiography.RetrievedfromBiography.com:
http://www.biography.com/people/elon-musk-20837159
Brown,A. (2016, March 30). Here's a look backat theTeska car thatstarted it all. Retrievedfrom
BusinessInsider:http://www.businessinsider.com/tesla-roadster-history-2016-3
Chernova,Y.(2013, September23). Who Drives Electric Cars? RetrievedfromThe Wall StreetJournal:
https://www.wsj.com/articles/SB10001424127887324123004579055112450200336
Chow,L. (2015, June 1). 10 Best Cities in the U.S.to Own an Electric Car. RetrievedfromEcoWatch:
http://www.ecowatch.com/10-best-cities-in-the-u-s-to-own-an-electric-car-1882045763.html
DeMorro, C.(2015, May 10). Who Are Electric Car Buyers?Survey Says….RetrievedfromCleanTechnica:
https://cleantechnica.com/2015/05/10/who-are-electric-car-buyers-survey-says/
Editors,T. E. (2016). EdmundsExpertReview.RetrievedfromEdmunds:
https://www.edmunds.com/tesla/model-s/2016/review/
Fehrenbacher,K.(2015, August10). Here’s everything weknow aboutTesla’sgrid battery business.
RetrievedfromFortune:http://fortune.com/2015/08/10/tesla-grid-battery/
Fehrenbacher,K.(2016, June 23). 5 ThingsYou Probably Don’tKnow AboutTesla.Retrievedfrom
Fortune:http://fortune.com/2016/06/23/5-things-you-probably-dont-know-about-tesla/
Gaille,B.(2015, November12).20 Interesting Radio Station Demographics.RetrievedfromBrandon
Gaille :http://brandongaille.com/20-interesting-radio-station-demographics/
Golson,J.(2017, February5). Millions of Tesla battery cells are powering thousandsof LA homes.
RetrievedfromThe Verge:http://www.theverge.com/2017/2/6/14523196/tesla-battery-
powerpack-los-angeles-electricity
Gorzelany,J.(2014, April 22). Electric-Car BuyersYoungerAnd Richer Than Hybrid Owners.Retrieved
fromForbes:https://www.forbes.com/sites/jimgorzelany/2014/04/22/electric-car-buyers-
younger-and-richer-than-hybrid-owners/#46a72fa94fba
KUNC.(2017). ProgramsA-Z.RetrievedfromKUNC:http://www.kunc.org/programs
Lambert,F. (2014, December). Tesla Model3. RetrievedfromELectrek:
https://electrek.co/2017/02/27/tesla-model-3-perfect-execution-production-2017/
Liggett,B.(2011, August8). SuperGreenies: New Study UncoversGroup of Luxury-Loving,Affluent
EnvironmentalActivists.RetrievedfromInhabitat:http://inhabitat.com/super-greenies-new-
study-uncovers-group-of-luxury-loving-affluent-environmental-activists/

MarketingChartsStaff.(2016, March 18). How VariousDemographicGroupsListen to the Radio.
RetrievedfromMarketingCharts:http://www.marketingcharts.com/traditional/profiling-us-
radio-listeners-by-demographic-group-66123/
ScarboroughResearch.(2010). All AboutTheSuperGreenies. RetrievedfromScarborough.
Smith,J.E. (2017, February15). San Diego boostscharging stationsforelectric vehicles. Retrievedfrom
San DiegoUnionTribune:http://www.sandiegouniontribune.com/news/environment/sd-me-
charging-stations-20170215-story.html
Tesla.(n.d.). AboutTesla.RetrievedfromTesla:https://www.tesla.com/about
Warner,C. (n.d.). Cost-Per-Thousand (CPM) And Cost-Per-Point(CPP).RetrievedfromMuseumTV:
http://www.museum.tv/eotv/cost-per-thou.htm
Woodyard,C. (2012, November19). Studies:Smart,rich people buy electric cars.RetrievedfromUSA
Today: http://www.usatoday.com/story/money/cars/2012/11/19/electric-car-owners-survey-
leaf-volt/1703217/

Tesla Media Plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Tesla Media Plan

Similar to Tesla Media Plan (20)

Recently uploaded

Recently uploaded (20)

Tesla Media Plan