Unlock the Future.

Table of Contents.

Executive Summary

Industry Overview

Research

Target Market

Campaign Overview

Creative Executions

Media Plan

Integrated Marketing Communications

Strategic Alliance

Recommendations

Credits

Quinnipiac University American Advertising Federation Collegiate Chapter

Abigail Blundon Timothy Brown Joel Camassar Christopher Casino Chelsey DeBalsi David Germano Ashley Levinson William Lombardi Nicholas Mirandi Alexandria Russo Max Shaller

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Executive Summary.Nissan is a brand that has consistently dedicated itself to diversity. Recently, however, the company has fallen behind their major com-petitors, Toyota and Honda, in their appeal to American multicultural segments. Thus, Nissan has presented the National Student Advertising Competition with the task of developing a fully integrated marketing campaign aimed at increasing long-term favorability and improving attitudes towards Nissan among 18 to 29 year old African Americans, Chinese Americans, and Hispanic Americans.

Based on primary and secondary research, we have found that one of the most common themes among these Multicultur-al Millennials is the idea that Nissan vehicles

are “transitional.” An overwhelm-ing majority of respondents to our

survey described the typical Nissan con-sumer as someone who is buying their

first new car, but who also aspires to upgrade to something better in the future. Our Quinnipiac Uni-versity American Advertising team also found that these consumers respond well to humor and music appeals, and gen-

erally consider themselves to be innovative, unique individuals, shaped but not defined by their cultural background.

In order to incorporate all of these ideals into one overarching theme for our campaign, we decided to reposition Nissan as a brand that makes everyday activities more pleasurable, while at the same time allowing these consumers to recognize their potential and get closer to their goals. In other words, we want Multicultural Millennials to see Nissan as a brand that helps them to “Unlock the Future.” Using this phrase consistently throughout all of our unique and humorous adver-tisements, we have developed a campaign that takes advantage of a variety of media in order to effectively reach our target market.

In keeping with the interests of our technologically advanced audi-ence, we developed a media strategy weighted heavily with television and digital advertising, including a strong social media campaign, a re-design of Nissan’s online consumer experience, and the implementa-tion of a mobile application. We also allocated a considerable amount of our budget to magazines pertaining directly to our target’s inter-ests, as well as regional advertising composed of outdoor and radio in Designated Marketing Areas with high minority populations. We feel that we have allocated the $100 million budget as efficiently as pos-sible and achieved a balance of reach and frequency. Our sponsor-ships include professional soccer, baseball and basketball teams, all of which are strongly supported by the target ethnic groups. Also, strate-gic alliances with companies such as Apple, Transitions, and Beats by Dre will add to Nissan’s innovative credentials and enhance the driv-ing experience in a meaningful way.

Our integrated marketing communications campaign targeted at Multi-cultural Millennials will help in building on their positive image of Nis-san and alter their perception of the brand from a transitional one, to that of a company which can be part of their lives as they “Unlock the Future.” We anticipate not only an increase in Nissan’s short-term mar-ket share among this target group, but a strong improvement in brand attitude scores, which will have positive long-term effects on Nissan sales as these minority segments grow in size and buying power.

Industry Overview.

Trends:

Due to increasing globalization, recovery efforts after the 2008 finan-cial crisis, and the 2011 tsunami in Japan, the U.S. automobile market-place is experiencing unprecedented trends. Fueled by the uncertainty of future oil prices and environmental concerns, gas mileage is once again becoming a focal point for automakers. In response, hybrid vehi-cles, which showcase the latest in automotive technology, have shown substantial increases in sales.

Reliability:

A recent study by Consumer Reports found that “Japanese automak-ers continue to produce the most reliable passenger vehicles on the market.” The top nine ranks were held by Japanese manufacturers, with Nissan coming in at number nine.1 Nissan’s two main competitors include Japanese manufacturers Toyota and Honda, both of which place above Nissan in multicultural share as well as total market share. In order to compete with such established brands, it is important for Nissan to consider the successes and failures of their competitors’ ad-vertising strategies as well as their own past campaigns.

Toyota:

Toyota is the number one manufacturer in both total market share and multicultural market share. The brand has recently launched a new campaign for the 2012 reinvented Camry that demonstrates how their brand “addresses changes in consumers’ vehicle needs, expecta-tions, and driving habits through the combination of new innovations and improvements to interior and exterior styling.” Toyota considers the Camry to have “been a part of many Americans’ best memories – first dates, road trips, soccer games, interviews and college days.”2 The campaign attempts to link the brand to consumers’ memories and life experiences in order to form a stronger connection. The potential success of this campaign strengthens the need for a successful market-ing strategy from Nissan, as both companies strive to gain preference among multicultural minorities.

Honda:

Honda ranks second in total multicultural share and fourth in total market share. The company has earned recognition in the industry for its reputation of “safety, reliability, high quality and exceptional resale value.”3 Their latest campaign, the “Good Reasons” campaign, features over-the-top copy ranging from legal disclaimers to determin-ing whether sex can help sell cars. To implement this campaign, Honda has chosen to target its customers and potential buyers mainly through social media. The company has developed Facebook and YouTube pages, using both humor and sex appeals to attract consumers. Taking the initiative to reach its’ consumers through social media could create an important advantage for Honda, especially among younger gen-erations of consumers.

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Competition

Reliability:

Nissan has a well-deserved reputation for reliability and safety which will help the brand as it takes on competitors like Toyota, who had very publicized problems in 2011. However, recently Nissan has had some problems of its own, including one brake pedal pin and fuel gauge recall that impacted “roughly 540,000 vehicles. No crashes or injuries have been reported as a result of these issues to date,” ac-cording to Kevin Martin, Vice President of customer satisfaction, and Nissan continues to be “committed to the safety and satisfaction of our customers.”4

The Nissan Frontier was lauded as the number one compact pickup truck by U.S. News - Best Cars with high scores for safety and reli-ability. Its “smooth driving dynamics” and “sporty performance” are combined with available luxury features like heated leather seats, a bluetooth hand-free phone system and a Rockford Fosgate stereo sys-tem not available in other trucks in this class.5

Also, the redesigned Nissan Versa earned the Insurance Institute for Highway Safety top safety pick for front, side, rollover and rear tests. The Nissan Juke, Cube and Leaf also earned the title of “top safety pick” and scored the highest in their respective categories.

Altima:

2011 was a great year for Nissan because the Nissan Altima, which accounts for the bulk of Nissan sales, earned the title of the fourth best-selling vehicle in America. The Altima, a sportier alternative to the Toyota Camry and Honda Accord, jumped to this rank from the seventh best selling vehicle in 2010. Also, in 2013, a new version of the Altima will be released. Nissan has posted “teaser” videos of the front and rear ends of the new Altima, which has a more upscale, look similar to the Maxima, Nissan’s flagship sedan. Interestingly, however, the Nissan Altima Hybrid is being discontinued due to lackluster sales.6 Like the Leaf, its availability was limited to only certain U.S. states, and

The Nissan Brand

the hybrid technology for the Altima was licensed from Toyota. Specu-lative sources state that Nissan’s investment in licensing fees was not worth the poor return on investment due to sluggish sales.

Hybrids:

Climbing gas prices combined with consumer environmental concerns resulted in a 34% increase in advanced-drive sales (hybrids, plug in hybrids) in November 2011, contrasting with the 13.4% increase of conventionally powered vehicles. Government incentives for green vehicles jumped 46% from October to November in 2011, which helped sell a whopping 14,000 purely electric Nissan Leaf vehicles and plug-in hybrid Chevy Volts throughout the year. In an effort to make the Leaf appealing to the tuner car market, Nissan has released a concept Nismo Leaf (Nissan’s sport division) that features sporty rims, air diffusers and widened sills all around. Nissan states that the concept’s “main mission is to raise the electric Leaf’s profile and cast it as a fun-to-drive car instead of an appliance-style vehicle aimed only at economical operation.” Hideaki Watanabe, Nissan’s corporate Vice President, asserted that “The Nismo Concept not only keyproves the hidden potential of the Nissan Leaf, but also adds even more excite-ment and energy to the car, delivering a guilt-free yet exhilarating driv-ing experience that can be enjoyed by every car enthusiast.”7

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Research.Primary qualitative research was conducted in the form of surveys, focus groups, in-depth interviews, and dealership visits between October 2011 and February 2012. Eight in-depth interviews were completed with participants ranging between the ages of 18 and 27, all of whom owned a Nissan. In addition, three focus groups were completed, one with each target minority group. This research was designed to gauge Multicultural Millennials’ perceptions of the Nissan brand, vehicles, and competitors, as well as their personality, lifestyle traits, and advertising interests. Dealership visits were also conducted in order to understand the dealership experience and to further exam-ine Nissan’s current marketing efforts.

Primary quantitative research was conducted by creating a survey on Qualtrics. Initially we had 391 responses, but after cleaning our data, we were left with 244:• Hispanic Americans: 4.5% of respondents • African Americans: 3.3% of respondents• Chinese Americans: 4.5% of respondentsOf these respondents, 22.1% of respondents currently own, or previ-ously owned a Nissan:• 33 currently own a Nissan • 21 previously owned a Nissan Dealerships:• We found an inconsistent dealership experience

- Some were well decorated and filled with marketing collateral, others were bare

• Salespeople urged consumers to visit the Nissan website

• Only 11% of respondents had Nissan in their consideration set

• All minority segments strongly value quality, affordability, and perfor-mance

• All target groups responded that Internet, reference groups, and dealer-ships are the top three places they would go to find information about cars

• Respondents ranked family, friends, colleagues, and celebrities from highest to lowest influence, in that order

• When asked to rank Nissan on innovation, quality, style, and affordabil-ity, respondents replied:

- Innovation: 2nd Place (Toyota ranked 1st)- Quality: 3rd Place (Honda and Toyota ranked 1st and 2nd)- Style: 1st Place- Affordability: 5th Place (Behind Honda, Toyota, Hyundai, and Chevy)

• When asked if they would consider buying an environmentally friendly car:

- 54% of Hispanics said yes- 62% of African Americans said yes- 36% of Chinese Americans said yes

African Americans:• Value and price are the most important qualities in a car• Humor is the most effective advertising tool• Image of typical Nissan owner: Mid 20s, just starting a family• Image of Nissan brand: good quality, affordable but lacking

innovation, stylish, solid performance

Key Findings:

Hispanic Americans:• Performance and safety are the most important qualities in a car• Humor is the most effective advertising tool• Typical Nissan owner: Mid-Late 20s, starting a family, conserva-

tive, does not stand out• Image of Nissan brand: good technology, stylish and affordable,

great buy, durable and reliable, great quality cars

Chinese Americans:• Style and design are the most important qualities in a car• Want their cars to look expensive• Typical Nissan owner: Mid 20s, grandparents and businessmen,

middle-class• Image of Nissan brand: affordable and dependable, cheap, good

performance, not as good as Honda

Primary Research

Results by Cultural Segment

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Primary Research Conclusions

Primary Research Conclusions:

Though each target demographic is attracted to unique sets of qualities, there are some commonly held beliefs. Nearly all of our participants imagined the average age of a Nissan driver to be in his or her mid to late 20s, which fits well with the target market for this campaign. Participants also viewed Nissan as a “transitional” brand, purchased by individuals starting careers or families, but who have future aspirations to upgrade to more expensive and luxurious vehicles. On a perceptual map, for Hispanic and Chinese Americans in particular, Nissan was seen as close to Honda and Toyota.

Participants named television and the Internet as the most effective media outlets. Social media, i.e. Facebook and Twitter, are ex-tremely popular amongst our audience. Also, many noted that they would use the Internet to research their next car purchase. Maga-zine usage is less popular and newspapers very unpopular.

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Affo

rdab

ility

Innovation/Style

Hispanic Perceptions of Brands

NISSAN

Hyundai

Honda

Toyota

Chevy

Buick

ChryslerAf

ford

abili

ty

Innovation/Style

African American Perceptions of Brands

Hyundai

NISSAN  

Chevy

Honda Toyota

Chrysler Buick

Hyundai

NISSAN

Chevy

Honda Toyota

Chrysler Buick

Affo

rdab

ility

Innovation/Style

Chinese American Perceptions of Brands

NISSAN

Honda

Toyota

Chevy

Hyundai

Buick

Chrysler

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Secondary Research

African Americans:

Buyers of the Best - when it comes to buying styles, 43% of all African Americans consider themselves to be “Buyers of the best.” Low price is not the objective; it’s quality that matters most.Automotive Category Opinion Leaders - African Americans are almost three times more likely to consider themselves super influential consumers and twice as likely to be category influential. This means African Americans are very familiar with the automotive category and make frequent recommendations via word of mouth and social networks. This therefore makes them strong opinion leaders in the automotive category.

Heavy Internet users - 28% of African Americans say the Internet keeps them informed, and 19% say the Internet keeps them up-to-date with the latest styles and trends. African Americans are more likely to have searched the Internet for information about major life issues such as researching new jobs, finding places to live, or looking for a new car.

Chinese Americans:

Swayable Shopaholics - when it comes to buying styles 13% of all Chi-nese Americans consider themselves to be “Swayable Shopaholics.” Chinese Americans shop for no other reason than that they like to; price, quality and brand are not as important to them as the emotional payoff they receive from the simple act of buying.Heavy TV watchers - 13% of Chinese American’s say that television is a good source of learning for them and a more impressive 34% say that television makes them think. Chinese Americans are more likely than any other ethnic group to indicate that TV is the first way that they hear about products and services.Prefer Asian Media - Chinese Americans consume a fair amount of Asian media, but this is a matter of choice, as most are proficient in English.

Hispanic Americans:

Heavy Internet users - 10% of Hispanic Americans say that the Internet keeps them informed and up-to date. 58% of Hispanic Americans say the Internet has helped their connection to friends and 37% say that using the Internet has improved their ability to shop.Living Language - 65% of Spanish speaking Hispanic Americans prefer that businesses make an effort to advertise in their language. 56% of bilingual Hispanics and 35% of English speaking Hispanics preferred the same effort to be made.Collective buying power - Hispanic American buying power is estimated to increase from $1 trillion in 2010 to $1.5 trillion in 2015. This in-crease is nearly 11% of the nation’s total buying power.Individuals - Hispanic Americans are comprised of over 20 different subcultures in Central and South America, meaning that their culture, beliefs, opinions, and behavior patterns are not homogoneous.

Secondary research was compiled from various sources including spe-cial access to GfK MRI Media, Product, and Psychographic reports.8

Through this we gained insights on the demographic and media habits of current Nissan owners in our target ethnic segments. Other research was compiled using the Nissan Case Study and credible online web-sites such as “Pew Internet”9 and “Think with Google.”10

Target Market.

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Hispanic American, African American, and Chinese American mil-lennial consumers between the ages of 18 to 29 in North AmericaThe average Multicultural Millennial skews male, is educated, more than likely works part-time in a sales capacity, and may also be pursuing his or her passions in an artistic field

Require specific and attentive advertising in multiple media channels in order to capture the consumers attentionFavor authenticity and passion, as well as ecofriendly and digital productsWant authentic products and advertising that emphasizes the idea of being unique and individualTend to base purchase decisions on style, quality, functionality, reliability, and valuePrefer to purchase products based on positive brand reputations, but do not let brands define who they are as individualsVery innovative and technologically savvyEngage with all media forms; they are especially involved with TV and InternetAttentive to advertisements that are humorous or have music that is engagingParticipate heavily on social media sites which they use to re-search brands and are influenced by decisions made by peersGenerally self assured, confident, secure and adventurousActively engage in life and enjoy doing things that are new, differ-ent, and entertainingInterested in staking their claim in the world and fulfilling their desiresWant to be known for their accomplishments

Common Behaviors and Attitudes of Multicultural Millennials:

Target Demographic:

Campaign Overview.

Our campaign has been developed to reposition Nissan as an innova-tive brand aimed to gain brand loyalty among young, Multicultural Millenials.We have found that this audience values self-expression, uniqueness, innovation and consider themselves to be technolically advanced.

“Unlock the Future”The idea behind this campaign is to use Nissan as a vehicle that allows Multicultural Millenials to unlock their self-expression and better reach their aspirations. We want to reposition Nissan into a brand that makes everyday activities better, allows you to escape routine, and drives you closer to your future. Through our cre-ative executions, we have highlighted Nissan’s unique points of difference, including innovation, quality, per-formance, and style. Strategy:

Use the subheading “Your Keys Are Calling” to provide a literal inter-pretation for the word “unlock” while supporting the idea of escap-ing the everyday

Express the passion Multicultural Millenials have towards their cars by portraying Nissan as the key to their future

Create a series of advertisements using humor and music to appeal to our target market across a wide range of media channels

Reposition Nissan as an excape from the everyday by highlighting innovation, individuality, uniqueness, and self expression

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Creative Executions. Television

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Rationale:

Humorous, 30 second com-mercial spot giving a literal perspective to our subheading “Your Keys are Calling”

Incorporates clips of Nissan vehicles doing the same stunts as the characters to show the brand’s high performance capabilities and versatility

Portrays three different mun-dane, everyday situations that our target Multicultural Millen-nials might find themselves in during their young adult years

To be run throughout the year intermittently with the other two commercial spots

Vroooom Storyboard:

Nurse is pushing an empty gurney in a hospital She starts making car sounds and running with the gurney through the hospital, dodging medicine carts

Clip of Nissan Versa racing through city streets dodging cars and other obstacles. Voice Over: “Your Keys are call-ing, Unlock the Future.”

Woman in grocery store: purse is sitting on shelf of grocery cart. Her purse vibrates, she grabs her phone, sees her keys are calling as phone VROOOMS

desk vibrate and VROOOMM as his buddy walks by. as they pretend to steer and shift gears of a Nissan RogueClip of Nissan Rogue zooming on a highway

Woman begins making car sounds, sprinting with grocery cart, does a power- slide around the end of the aisle

Clip of Nissan Sentra taking a sharp bend with ease

Vroooom Ad-Commercial 1- 30 sec. spot

Television Cont.

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Rationale:

Humorous, 30 second com-mercial spot giving a literal perspective to our subhead-ing “Your Keys are Calling”

Provides an example of Nissan acting as an escape by getting the man out of an awkward situation

Shows Nissan facilitating self-expression by allowing the man to be whoever he wants without embarassment within the confines of his own car

To be run throughout the year intermittently with the other two commercial spots

Interruption Storyboard:

Voice Over: Nissan – unlock self expression.

Your Keys are Calling

Start by panning down a row of people sitting in a movie theater. Background sound is sad instrumental music

Girlfriend who is sobbing, turns towards him looking an-noyed, he looks down at his keys “vrooming” and runs out of the theater.

The man runs out of the theatre and unlock his Nissan Man begins crying in comfort of his own car

As the camera pans across the row we see a close up of girls in theater crying

There is a man in the last seat of the row and when the camera gets to him, his keys start “vrooming” and he inter-

Interruption Ad-Commercial 2- 30 sec. spot

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Television Cont.

Rationale:

Humorous, 30 second com-mercial spot giving a literal perspective to our subheading “Your Keys are Calling”

Demonstrates Nissan mak-ing everyday tasks better by telling the story of a boss who voluntarily does tasks usually given to an intern because it means he can spend time in his Nissan

Shows a situation that Multi-cultural Millennials can relate to by depicting an intern in a business setting who is expect-ed to run mindless errands

To be run throughout the year intermittently with the other two commercial spots

Escape Storyboard:

The manager grabs his keys and sprints out of the confer-

CEO, intern and colleagues are left confused)turns to walk away.]

keys are calling.”

The manager grabs his keys and sprints out of the confer-

colleagues are left confused)

After the client was picked up at the airport, the manager returns to

to be picked up across town and looks at Tim Jones the camera focuses on the loud vibrating keys

Manager opens conference door because the CEO called him to come into the meeting

The new intern, Tim Jones, is introduced to the team

going to pick him up at JFK.the camera focuses on the loud vibrating keys

Escape Ad-Commercial 3- 30 sec. spot

Print

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Subheading to support our tagline

Scene depicting an office setting that one would wish to “escape” from

Visual of the innovative Nissan key to explain how our target should unlock their future

Picture of the 2013 model of the Nissan Sentra

To be run as our print advertisement during January through June of 2013

Shows a solution to a typical office job that many of our Multicul-tural Millennials will experience

Different models with different features will ap-pear in this ad throughout the months in which it is run

2013 Nissan Sentra

Unlock the Future.nissanusa.com

Your keys are calling. With new features like advance navigation, the 2013 Nissan Sentra helps you escape your everyday routine.

Print Cont.

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Subheading to support our tagline

Picture of the 2013 model of the Nissan Rogue

Shows a young women dreaming of her Nissan while works at her office job

To be run as our print advertise-ment during July through Decem-ber of 2013

Supports and relates to our humorous commer-cial spots

Different models with different features will appear in this ad throughout the months in which it is run

With new features like intuitive all wheel drive, the new 2013 Nissan Rogue can help you overcome any obstacle in your way.

Unlock the Future.nissanusa.com

Your keys are calling.

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Outdoor

Rationale:

To be shown in DMAs across the United States with high populations of Multicultural Millennials

Short, simple, humorous por-trayal of our tagline

Shows innovation through the Nissan key fob and iPhone

Translated to Spanish to be shown in Hispanic dominated DMAs such as Los Angeles, Miami, and Dallas

Billboard:

Outdoor (NYC Regional Campaign)

Taxi Topper: Bus:

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Rationale:

Designed in support of Nissan’s victory in the “Taxi of Tomorrow” contest

Shows the brand’s innovation through their new taxi design while also adding to our NYC regional campaign

Highlights this addition to the Nissan line-up by linking it to our cam-paign tagline

Rationale:

Transit Shelter advertisement designed in support of our campaign

Shows innovation

Part of the NYC regional campaign

Rationale:

Designed in support of Nissan’s victory in the “Taxi of Tomorrow” contest

Promotes the launch of the five 2013 Nissan models, the Rogue, Sen-tra, Altima, Versa, and Pathfinder

Let One of Our Family Take You

Home.

The back of the bus will say:

Radio

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Man: Honey, I can’t find my caah keys anywhere, have you seen

them?

Woman: Did you check your dresser?

Man: Yeah

Woman: How about the hamper?

Man: The hampaah?!?

Woman: You wore them on Monday.

Man: What!! Not my khakis, the new keyless entry Nissan caah keys.

Woman: Ohhh … did you check ya dresser?

Announcer: The all-new Nissan Sentra with keyless entry. Check the pocket of your khakis for your caah keys, then check the dressaah.

Manager: Ms. Murphy this is our new intern Tim Jones

Boss: Nice to meet you Mr. Jones

Intern: A pleasure to meet you

Boss: Carlos Ghosn is flying in from Boston today, Jones, how about you pick him up from JFK

(Room fills up with engine noises Vroooom Vrooooom)

Manager: I’ll grab him boss

(We hear car door, acceleration, planes, car door again, acceleration and car door)

Manager: Mr. Ghosn is at his hotel

Boss: Ya know George, ya didn’t have to get Mr. Ghosn, that’s why we have an intern

Manager: That’s why I have a Nissan Altima

Spokesman’s voice: The all new Nissan Altima “Your keys are calling”

Manager: I got it

(Car unlocking “Beep Beep”)

Local (Boston) Radio Spot:

National Radio Spot: In Spanish National Radio Spot: Manager: Señora Murphy aquí esta nuevo interno, Tim Jones

Boss: Mucho gusto Señor Jones.

Intern: Encantado!

Boss: Carlos Ghosn viene hoy de Boston. Jones Ud. puede recogerlo

en el aeropuerto JFK?

Manager: Yo lo voy a recoger, jefe.

Manager: El Señor Ghosn está en el hotel.

Boss: Tú sabes Jorge, tú no necesitas Al Señor Ghosn, tenemos un

interno

Manager: Y eso es porque yo compre un Nissan Altima!

Spokeman’s Voice: El Nuevo Nissan Altima. “Sus llaves están llaman-do”

Media Plan.

In order to best reach our target Multicultural Millenials, we have allocated our $100 million budget as follows. The media vehicles within each medium have been selected based on data taken from the MRI+ database, and were calculated using estimated rates taken from MRI+11, publication media kits, Clear Channel12, and also the com-panies themselves. We feel as though this breakdown will effectively communicate our creative strategy to our audience in the most efficient way possible. We have also left $2 million for production costs, $20 million for our sponsorships, and $5 million to be used annually in sup-port of local dealership marketing.

Budget

Actual Budget

TV $ 41,405,000

Radio $ 5,600,000

Print $ 9,586,814

Outdoor $ 10,460,871

Digital $ 4,299,250

Mobile $ 1,050,000

Guerilla $ 500,000

Sponsorship $ 20,000,000

Dealership $ 5,000,000

Production Costs

$ 2,000,000

Total $ 99,901,935

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Media Schedule

TotalTelevisionDiscovery Shark WkCNNCBSFox World SerTBSUnivisionESPNMTV Music A.BETOutdoorWashinton DCNew York City *Los AngelesSan FranciscoDallasMiamiBostonAtlantaPrintNat GeoESPN magazineSports IllustratedEbonyCar & DriverLatinaAutomobileJetRadioWashinton DCNew York CityLos AngelesSan FranciscoDallasMiamiBostonDealershipLocal LocationsGuerilla MktUnion Square, NYCDigitalOnline SitesSocial Media MobileMobile AdsTotal Cost $77,901,935$2,121,381 $15,116,021

Black History Mo. BET Awards

$3,088,532 $13,403,759 $4,521,992 $2,338,861 $7,176,081 $7,583,619 $9,899,536 $4,891,441 $3,070,624 $4,690,088

Grammy's

Wrld CupYear End Sales

Espys

BET Award

Dec.Jan. Feb. March April May June July Aug. Sept. Oct. Nov.

FP4C ad + back cover ad

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GRP Chart

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TV Cost Per 30 Sec Prime Time Spot

Prime Time Spots Per Week

Cost Per 30 Sec Late Night

Late Night Spots Per Week

Cost Per Week Total Spots Per Week

Number of Weeks

Total Cost Percent of TV Budget

Discovery 50,000$ 4 25,000$ 200,000$ 4 13 2,600,000$ 6%CNN 70,000$ 4 25,000$ 280,000$ 4 13 3,640,000$ 9%CBS 140,000$ 4 70,000$ 2 700,000$ 6 13 9,100,000$ 22%Fox 140,000$ 4 70,000$ 2 700,000$ 6 13 9,100,000$ 22%TBS 50,000$ 4 25,000$ 3 275,000$ 7 13 3,575,000$ 9%ESPN 70,000$ 4 25,000$ 280,000$ 4 13 3,640,000$ 9%MTV 50,000$ 4 25,000$ 200,000$ 4 13 2,600,000$ 6%Univision 50,000$ 4 25,000$ 3 275,000$ 7 13 3,575,000$ 9%BET 50,000$ 4 25,000$ 3 275,000$ 7 13 3,575,000$ 9%Totals 41,405,000$ 100%

GRPs per 4 Week Period

270

Frequency 4.5Reach 60%

Radio Cost Per Point Average

Prime Time AM Rating Spots Per Day Days per week Weeks Per Period Cost Per Period

Number of Periods Total Cost

Washinton DC 500$ 10 2 5 4 200,000$ 4 800,000$ New York City 500$ 10 2 5 4 200,000$ 4 800,000$ Los Angeles 500$ 10 2 5 4 200,000$ 4 800,000$ San Francisco 500$ 10 2 5 4 200,000$ 4 800,000$ Dallas 500$ 10 2 5 4 200,000$ 4 800,000$ Miami 500$ 10 2 5 4 200,000$ 4 800,000$ Boston 500$ 10 2 5 4 200,000$ 4 800,000$ Totals 5,600,000$

GRPs per 4 Week Period

800

Frequency 16Reach 50%

Print Issues per year Cost Per FP/4C Ad Ads Per Year Back CoverBack Covers Per

Year Total CostPercent of

Print BudgetNat Geo 12 225,455$ 8 1,803,640$ 18%ESPN magazine 26 232,780$ 4 931,120$ 9%Sports Illustrated 56 392,800$ 4 530,300$ 2 2,631,800$ 26%Ebony 12 67,080$ 8 536,640$ 5%Car & Driver 12 196,632$ 12 2,359,584$ 24%Latina 10 44,067$ 10 440,670$ 4%Automobile 12 110,420$ 8 883,360$ 9%Jet 51 33,444$ 12 401,328$ 4%Totals 191 9,988,142$ 100%

GRPs per 4 Week Period 61.8

Frequency 1.6Reach 47%

GRP Chart Continued

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Washinton  DC 62 474,300$                                   3 1,422,900$                                 1,422,900$          New  York  City 50 1,341,575$                             3 4,024,725$                                 40,572$                         3 121,716$         10,000$                   12 3 360,000$         4,506,441$          Los  Angeles 77 604,450$                                   3 1,813,350$                                 1,813,350$          San  Francisco 23 158,700$                                   3 476,100$                                       476,100$                Dallas 18 140,400$                                   3 421,200$                                       421,200$                Miami 14 81,200$                                       3 243,600$                                       243,600$                Boston 34 439,960$                                   3 1,319,880$                                 1,319,880$          Atlanta 26 85,800$                                       3 257,400$                                       257,400$                Totals 9,979,155$                                 10,460,871$      

Frequency 7.5Reach 80%

Digital Location Re-­‐Engage Duration Total  Cost

Likes Video  ViewsSponsored  Stories,  Clicks,  Impressions Connections

Impressions  Per  Year

Facebook 280,000 1.6  million 100,000 300,000 33,333,333 1  year 2,000,000$        

CostTwitter.com $0.20  per  click 1  year 288,000$              Stumble $0.15  per  click 1  year 11,250$                  

Video  Ads Youtube.com $2  per  impression 1  year 500,000$              Hulu.com $2  per  impression 1  year 500,000$              

1  year 1,000,000$        Totals 4,299,250$        

Mobile   Cost  EstimationMobile  App Cost  of  designing  an  app  and  all  internal  operations 150,000$              Mobile  Ads 900,000$              Totals 1,050,000$        

Guerilla  Marketing

2013  Altima  

Taxi  Line-­‐UpTotals 500,000

At  Union  Station  and  JFK

Total  CostOutdoor

PanelsCost  Per  Permanent  Billboard  Per  Period

Cost  Per  Shelter  Per  Period

Transit  Shelters  Per  Year

Cost  of  One  Bus  Per  Period

Periods  Per  Year Total  Billboard  Cost

GRPs  per  4  Week  Period 600

Build Engagement

Re-­‐Design  of  Facebook  Page

Social  Media  Campaign

4,000  tweets/day75000  clicks/year

NYC  Interactive  Public  Display

Busses  Cost

250,000

Number  of  Impressions

Number  of  Periods

Number  of  Busses  Per  Period

Transit  Shelter  Cost

250,000

Media RationaleTelevision:The nine channels that make up our television plan were chosen based on data which indicates that they most efficiently reach our target market, both by race and age. To catch the attention of Hispanic view-ers, we will run our TV commercials in Spanish on Univision should increase Nissan’s likability among Hispanics. Also, commercials on Univision will have more of a family appeal as Hispanic Americans are a family oriented culture, as noted in the case study. While Univision, BET and the cable channels will give us targeted frequency among Multicultural Millennials, broad reach among the general population will be provided by the ABC and Fox networks.

Radio:As supported by our in-depth interviews and focus groups, music is a strong way to connect with our multicultural target market. Since Multicultural Millennials are culturally homogeneous, any music with a distinctive beat and catchy tune will grab the listener’s attention and resonate with this audience. This is why we have chosen to allocate a considerable amount of our budget to local radio advertising in seven cities with very high populations of minorities. In many of these DMAs people also spend long hours commuting and can be reached through primetime, morning radio. Radio spots will be run in English in all loca-tions, as well as in Spanish in both Los Angeles and San Francisco.

Print:We will use a combination of ethnically oriented, car enthusiast, sports and general interest magazines to achieve reach among our Multi-cultural Millennial segments. Since magazines have a long shelf life, this media channel will provide continuity which will compliment the national TV campaign. Magazines such as Ebony and Jet will specifi-cally target African Americans. To further increase frequency among our target segments, we will run advertisements in Automobile and Car & Driver, where the editorial environment matches our message of Nissan as an innovative car company. Our secondary research (MRI psychographic profiles) reveals that African Americans in particular consider themselves to be opinion leaders in the purchase of auto-mobiles; as ‘experts’ they might keep up with car trends by reading automotive magazines. We will also run back cover advertisements in

Sports Illustrated because we have found through our research that this publication is largely read in waiting rooms, such as in doctor’s offices, where a back cover will be highly visible.

Outdoor:According to the 2010 census, New York City is home to the largest African American population in the country and also over one million Asian Americans. In fact, six percent of the New York City population is Chinese, and the city is also home to the largest Puerto Rican popu-lation in the country. This is the foundation behind our focus of out-door advertisements in the NYC region, including permanent bulletins, transit shelters, and buses. We do not ignore the rest of the country, however, and have selected seven other cities where the three minority groups are also strongly represented. Spanish language billboards will appear in areas with a high concentration of the Latino population, such as East Los Angeles, Miami and Dallas. Outdoor advertising will provide continuity, as well as high frequency among local populations.

Digital/Mobile:While mobile and internet ads appeal to nearly all members of our tar-get market, we have found through our research that they apply most strongly to Asian Americans. Our heavy focus in mobile applications and social media will allow us to strongly connect with this minority while at the same time reaching a large percentage of the general 18 to 29 demographic. We will also run video advertisements on online television streaming sites, such as Hulu and YouTube, based on the fact that our target market is moving away from traditional television consumption.

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Integrated Marketing Communications.

Nissan’s new mobile application will allow users to control some car functions from their iPhone or Android phone. This app will lets Nissan owners remotely start and lock or unlock their vehicle without the key, and also can control heat and air conditioning from outside the vehi-cle. The app can also digitally check the oil, tire pressure, and lifetime mpg of the vehicle, as well as activate the vehicle’s alarm system and locate your vehicle in a crowded parking lot. One of the app’s great-est benefits is that you can control these functions at any distance from your vehicle. In order to program the app to a specific car, the Nissan owner will have to go to a dealership. This will increase dealership traffic and hopefully generate word-of-mouth buzz about the brand. The customized app could also be offered as a free gift in Facebook and Twitter-based contests.

Mobile

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PromotionsPublic Relations

Sponsorships:

In the past, Nissan has sponsored notable sporting events such as NCAA March Madness and pledged to donate money to fight cancer for each correct pick among individuals who fill out a tourna-ment bracket on the CBS website. Maintaining a favorable image in the public eye is essential for Nissan, and a relatively simple way to achieve this is by announcing sponsorships with several professional sports teams. Specifically, partnerships with the Miami Marlins and Houston Astros of Major League Baseball, the New York Red Bull and San Jose Earthquakes of Major League Soccer,and the San Francisco Kings and Washington Wizards of the National Basketball Associa-tion represent an opportunity for the Nissan brand to resonate with large populations of its multicultural target markets, namely African Americans, Chinese Americans, and Hispanic Americans. Each of these franchises represents a viable opportunity in that they currently lack sponsorship from brands in the automobile industry. The Marlins in particular just built a new $389.4 million stadium in Miami, slated to open in March of 2012, and will be looking for sponsors and partners for the completely re-imaged team Project Ballpark.

In certain cases, these sponsorships will be related to activities which will target specific audiences. For instance, the radio station affiliated with the Astros, KLAT-1010 AM, “is part of the largest Hispanic radio network in the nation.” Furthermore, by sponsoring the Astros Span-ish radio broadcast, for each game Nissan would be granted “open and close billboard, an exclusive live feature, two (:30) second spots, live (:10) second radio drops, and an in-stadium salute on the Astros scoreboard,” as well as “one live, half-inning interview with the Span-ish broadcast team in the radio booth and recognition for radio spon-sorship in Astros Spanish and English magazines.”13

Test-drive Your Future:

To engage with our target market we will set up an innovative “Key to the Future” test drive simulation at select auto shows throughout the United States in the year 2013. This simulation will be a step up from any videogame like experiences before it by allowing the user to navi-gate through familiar territory while physically feeling the bumps and turns of the city streets where the simulator resides.

To make the simulation a unique Nissan experience, a select few mod-els will be altered and attached to a platform to serve as the simulator. Alterations will include modifying the front and rear windshield to be a screen that will display the environment, speakers on the dashboard that will convey the sound of the motor (since the simulation will be inside the motor cannot actually be running) and the speedometer, tachometer, and odometer. The platform, when active, will move with the driver by leaning as he or she turns the wheel and lifting and low-ering the front of the car when the user is going up or down a hill. The hydraulic powered device gives the user full control of the gears (drive and reverse), speed, and direction. Another important feature is that the rider has access to all the interior aspects of the Nissan vehicle, such as seat position, radio, air conditioning/heat, etc., so that he or she can receive the full benefit of driving a Nissan.

This promotion will be displayed at the following auto shows: New York International Auto Show: April 6-15 New England International Auto Show: January 17-21 LA Auto Show: November 30 – December 9 North America International Auto Show (Detroit): January 14-27 Chicago Auto Show: February 8 – 17

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Social Media Campaign

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Real Engagement:

In terms of digital marketing, social media sites are very important. Viewer engagements generated by Facebook and Twitter are just what Nissan needs for instant broadcasting of information and will reach a mass audience highly composed of Multicultural Millennials. Social media allows consumers to speak in real time through chatting and commenting, thus receiving and providing instantaneous feedback to Nissan. Moreover, commenting and chatting is free of charge, making social media extremely affordable.

We believe that building real engagement, rather than increasing “likes” or fans, is a far more effective method of communication. Competitors like Toyota have acquired 818,311 likes through their Facebook page, but have only generated 20,195 comments and conversations about the brand. We project that after the Nissan “Un-lock the Future” campaign is completed, we should have generated over 280,000 likes and 100,000 viewer engagements, on top of Nissan’s existing social media brand presence. In addition, we suggest that Nissan update and refresh content on a regular basis, which is a crucial element needed to help the brand increase their engagement rate. While Facebook is the most popular social media site among our target market, we will also inject Nissan advertisements into sites like Twitter, YouTube, and StumbleUpon to generate more engagement and increase the reach and frequency of our digital campaign.

The “Unlock the Future” campaign will consistently post relevant and interesting updates and messages to Nissan fan communities on Face-book and Twitter. The campaign will average approximately three posts per day, and will be closely tied to the interests of Multicultural Millennials. Because these consumers are so interested in technology, we will include images, hyperlinks to supporting information, and also new videos and commercials. Topics will focus on interesting features of Nissan’s current and upcoming vehicles, and will also include ques-tions aimed at spurring audience response and interaction.

Social Media Campaign Cont.

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Live-Stream Reveal:

Facebook brand pages have several default tabs de-signed so that users can quickly check out the brand’s activity. Our campaign will customize these tabs with current, interesting content, giving visiting users even more places to interact, browse, and create conversa-tions. These pages will hold promotions consistently throughout 2013 in order to facilitate new interaction and keep viewers engaged throughout the year. For example, we plan to include information regarding the new Nissan Pathfinder, as well as a live-stream reveal of the new Nissan Altima 2014 version during the North American International Auto Show. Users will be able to see all the new driving capabilities, inside and outside attributes, innovative technologies, and overall style of the new Nissan Altima from anywhere in the world via social media.

Creating a live-stream tab on the Nissan’s Facebook Page would encourage social engagement and inter-action. Implementing a Facebook ad buy for Nissan’s Multicultural target audience will drive RSVPs for the live-stream reveal as well. Throughout this, our commu-nity management team will consistently solicit feed-back from the community. All of these social efforts will generate social buzz and hype regarding the live reveal. Thus, when the car is finally released, there will be a strong surge in interaction through Nissan’s social media pages. Lastly, to complete the live-stream event, we will set up a physical social media lounge at the North American International Auto Show event as a hub for celebrity and opinion leader interviews. These interviews will then be broadcasted across all social media channels to further promote the Nissan brand.

Guerilla Marketing

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Dealership Experience

Multicultural Millennials make up a generation that loves customiza-tion, whether it be the cases and ringtones on their smart-phones, monograms on backpacks, or creating their own Chuck Taylor or Nike sneakers. We have come up with the Customize Your Key feature to improve Nissan’s dealership experience and represent our campaign in a local and personal setting. The promotion will allow Nissan keys to bring customization to a level never seen before with vehicles. In Nissan showrooms, large displays will be installed with photos of Nis-san keys using an integrated touch screen computer and a tiny key slot. The owner of a new Nissan car simply inserts their key into the slot and, using a computer, is able to choose options in the design of their smart key. They can select not only a color for their car key, but the bells and whistles (literally) that come with it. They can choose the frequency and pitch of the Nissan’s honks when the car is remotely locked or unlocked, the order in which the cars lights blink, and the song being played on the radio until the key is inserted into the car’s ignition. We feel that this promotion will add significantly to the dealer-ship experience by allowing Multicultural Millennials to customize their keys so as to “unlock their self-expression,” while at the same time adding an additional point of difference to the Nissan brand.

Dealership Display Poster:Taxi Cab:

New York City is a huge tourist destination, is home for a high popula-tion of Multicultural Millennials, and has a contract with the Nissan NV2000 taxi starting in 2013. Based on this, New York provides a fan-tastic opportunity to run a guerilla marketing campaign that reaches minorities and promotes the Nissan brand. During 4th of July weekend in 2013, people arriving at the JFK international airport in NYC will be faced with a decision to wait in the public line to get a taxi or join the Nissan V.I.P. line waiting for a ride in the Nissan NV2000. Interested consumers will be able to download a virtual “Nissan Taxi Cab Ticket” on their smart phones this weekend only, which will allow them to get right into one of the Nissan taxis with no wait.

Music in the Park:

In support of our social media live-stream reveal of the 2014 Altima, we need to grab the community’s attention and encourage social me-dia engagement. We have decided to run a guerilla marketing promo-tion featuring our partnership with Beats by Dr. Dre during 4th of July weekend in 2013. The “Music in the Park” event will consist of placing the new 2014 Nissan Altima in the middle of Union Square, NYC and Golden Gate Park, San Francisco, intended to generate interactions and engagements by the thousands. The Altima will have cameras surrounding it to capture bystanders walking past the vehicle. These videos will be streaming on Nissan’s Facebook page where users can “like” the campaign. For every ten likes on Facebook there will be a song played at its highest volume through the Altima’s Beats by Dr. Dre sound system. This will show the public the sound quality of the new Nissan Altima.

Strategic Alliance.

Beats by Dr. Dre:

Nissan USA will partner with Beats by Dr. Dre to develop a new audio system for the 2013 set of models. Incorporating technology from Dr. Dre’s line of headphones and speakers is the ideal way to resonate with our young, multi-cultural, musically inclined target market. Cur-rently, Beats by Dr. Dre is a leader in acoustic technology. As Dr. Dre says, the headphones and speakers allow people “to hear what the artists hear, and listen to the music the way they should: the way I do.”14 This audio system will be offered as an option in select Nissan models and will be advertised heavily as a point of differentiation of the Nissan brand.

The distorted bass sound is something that appeals to lovers of rap music in particular. Cars equipped with Dr. Dre’s speakers will fea-ture an upgraded audio display featuring speakers in a contrasting color to the interior trim in order to highlight the stereo system. On the car’s exterior, a small but distinct Beats by Dr. Dre logo will be placed above the Nissan model name to highlight the association between the brands in vehicles equipped with the upgraded audio system.

Transition Windows:

The convenience of transition lenses will now be an option for Nissan buyers through our alliance with Transitions. This feature will block UV rays from the sun but will not be effected by unnatural light sources, meaning that the windows will not darken while driving at night when visibility is already reduced. Unlike traditional tint, transition windows have the ability to respond to sunlight separately. Therefore, if the sun is only shining on one side of the car, only those windows will be altered to suppress the strain of the sun on the passengers’ eyes. This feature eliminates the need to wear sunglasses to bet-ter assist the driver when driving in sunny conditions.

iTunes Sync:

Because our target market prefers to carry their music with them on mobile devices such as iPods and smart phones, we will partner with iTunes and use Bluetooth technol-ogy so that the driver or passengers can sync their mobile music device with the Nissan’s audio system. This is a convenient way to allow these individuals to express themselves through listening to music. Also, by automatically transferring music from a device to the car, fussing with a handheld device while driving will be eliminated and will help to decrease distractions.

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By creating strategic alliances, the experience of owning and driving a Nissan vehicle will be greatly enhanced. We have selected the follow-ing features because we feel that they will add value and innovation to the Nissan brand.

The Benefits:

Recommendations.

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In conclusion, Nissan should launch the “Unlock the Future” cam-paign during the year 2013 in order to build brand awareness and lasting favorability among Multicultural Millennials. While this fully integrated marketing campaign was developed based directly on the interests of African Americans, Chinese Americans, and Hispanic Americans, its components have not been designed in a way that will adversely affect Nissan’s image among their majority Caucasian segment. Therefore, we feel that by using this campaign, Nissan will not only increase its market share across the multicultural segment, but that the brand will improve its position relative to competition in the general market. In the long term, using this campaign will allow Nissan to be re-positioned as a brand that drives individuals closer to their goals and is their partner as they unlock the future.

Conclusion:

Monitors and Controls:

We are confident that the integrated marketing communications cam-paign we have outlined will yield the results Nissan wants. Having said that, we recognize that there are risk factors associated with any marketing communications strategy, and this is true of the “Unlock the

Future” campaign as well. Among these is the chance that Nissan does not achieve the brand awareness, reach, or increase in Multicultural Millenni-al market share that we would like. Therefore, we have developed

several measures that Nissan could take to assess the outcome of the campaign and take action in the event that things

are not going as planned:

• use surveys to mea-sure brand awareness and brand ratings, bro-ken down by attributes

such as innovation, style, safety, performance, etc., among

Multicultural Millennials• measure attitudes towards commercials and print

ads of the “Unlock the Future” campaign using surveys; exam-ine credibility, likeability, persuasiveness, and emotional appeal

• monitor sales and market share among Multicultural Millennials, as well as all consumers

• track regional sales specific to the DMAs being emphasized

• observe online interactivity including the number of hits on Nissan websites and the number of clicks on Nissan sponsored links

• record dealership activity in all locations, such as the number of people visiting and the number of test drives

• pay attention to consumer feedback from social media sources and communication forums, such as the number of Facebook likes, Twit-ter followers or tweets, downloads of videos and Nissan branded text messages

If the results based on these measures are not up to par, we recom-mend that Nissan do one of the following depending on the nature of the feedback:• Focus on the traditional and non-traditional media that are per-

forming well, while cutting back on the remaining media• Concentrate resources on targeting the ethnic groups and/or geo-

graphic areas where the campaign seems to be having more of an effect

• Make changes to the creative execution to communicate the mes-sage more effectively

• Shift resources from advertising to sales promotions and dealer support (more of a push than pull strategy)

Credits.

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References1. Jensen, Cheryl. “Japanese Brands Dominate Consumer Reports Reliability Survey, While Ford Falls 10 Spots - NYTimes.com.” Automobiles - Wheels Blog - NYTimes.com. Web. 13 Dec. 2011. <http://wheels.blogs.nytimes.com/2011010/25/japanese-brands-dominate-consumer>.

2. “Toyota Announces Marketing Campaign for the Reinvented 2012 Camry.” Toyota. Toyota USA Newsroom, 17 Oct. 2011. Web. 9 December 2011. <http://pressroom.toyota.com/releas-es/totyota+marketing+campaign+reinvented+2012+camry.htm>.

3. New Honda - MarketWatch.” MarketWatch - Stock Market Quotes, Business News, Financial News. Business Wire, 12 Sept. 2011. Web. 9 Dec. 2011. <http://www.marketwatch.com/story/new-ad-campaign-provides-plenty-of-good-reasons-to-buy-a-new-honda-2011-09-12>.

4. Huffington Post. Nissan Recall 2010: 540K Vehicles Recalled Over Brake Pedal Problems. 5 May 2011. 14 March 2012 <http://www.huffingtonpost.com/2010/03/03/nissan-recall-2010-540000_n_483610.html>.

5. Consumer Reports- Best and Worst Cars 2012

6. Hybrid Cars. Nissan Reported to Be Retooling Discontinued Altima Hybrid for 2013 Release. 22 June 2011. 9 March 2012 <http://www.hybridcars.com/news/nissan-reported-be-retooling-discontinued-altima-hybrid-2013-release-30240.html>.

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8. GfK MRI Spring 2011 Study

9. Pew Internet Sources:• Taylor, By Paul. “Wealth Gaps Rise to Record Highs Between Whites, Blacks, Hispanics |

Pew Social & Demographic Trends.” Pew Social & Demographic Trends - Public Opinion Polling, Survey Research, & Demographic Data Analysis. Web. 13 Dec. 2011. <http://www.pewsocialtrends.org/2011/07/26/wealth-gaps-rise-to-record-highs-between-whites-blacks-hispanics/>.

• “Half of Hispanic Adults Are Online | Pew Internet & American Life Project.” Pew Research Center’s Internet & American Life Project. Web. 13 Dec. 2011. <http://www.pewinternet.org/Reports/2001/Hispanics-and-the-Internet/Summary-of-findings.aspx>.

• “How African-Americans Use the Internet | Pew Internet & American Life Project.” Pew Research Center’s Internet & American Life Project. Web. 13 Dec. 2011. <http://www.pewinternet.org/Reports/2000/AfricanAmericans-and-the-Internet/Summary.aspx>.

10. “5 Truths of African-American Digital Consumers | Think Insights with Google.” Think with Google - Your Resource for Industry Trends & Insights. Web. 13 Dec. 2011. <http://www.think-withgoogle.com/insights/featured/five-truths-of-the-digital-african-american-consumer/>.

11. MRI+ Mediamark Reporter, Fall 2010 Product Report and Media Reports

12. Clear Channel Communications, Inc.

13. Multicultural Marketing Resources, Inc. 12 February 2012 <http://multicultural.com/>.

14. Dr. Dre. About Beats by Dr. Dre. 12 February 2012 <http://beatsbydre.com/about/about.aspx>.

Special thanks to Professor Abhik Roy, Professor Ereni Markos, and the rest of the Quinnipiac faculty

who have offered us their guidance and support throughout this project

QU AAF