Embed Size (px)
Citation preview
Un
iqu
e an
d Ex
clu
sive
Pro
duct
sU
niq
ue
and
Excl
usi
ve P
rodu
cts
Shar
per I
mag
eSh
arpe
r Im
age
priv
ate
labe
lpr
ivat
e la
beBr
ande
dBr
ande
dl
••M
otor
ola
Mot
orol
a••
Sony
Sony
••Bo
seBo
se
••JV
CJV
C••
Pana
soni
cPa
naso
nic
••Ai
waAi
wa
Un
iqu
e as
sort
men
t of
pro
duct
s ac
ross
cat
egor
ies
such
as
elec
tron
Un
iqu
e as
sort
men
t of
pro
duct
s ac
ross
cat
egor
ies
such
as
elec
tron
ics,
ic
s,
hea
lth
an
d fi
tnes
s, r
ecre
atio
n, p
erso
nal
car
e, t
oys,
an
d h
ome
prh
ealt
h a
nd
fitn
ess,
rec
reat
ion
, per
son
al c
are,
toy
s, a
nd
hom
e pr
odu
cts
odu
cts
75
% +
of
reve
nu
es a
re f
rom
Sh
arpe
r Im
age
Excl
usi
ve P
rodu
cts
75
% +
of
reve
nu
es a
re f
rom
Sh
arpe
r Im
age
Excl
usi
ve P
rodu
cts
Mer
chan
disi
ng
philo
soph
y pr
omot
es p
rici
ng
inte
grit
y ac
ross
all
cM
erch
andi
sin
g ph
iloso
phy
prom
otes
pri
cin
g in
tegr
ity
acro
ss a
ll c h
ann
els
han
nel
s
Shar
per
Imag
e C
han
nel
sSh
arpe
r Im
age
Ch
ann
els
Phon
e/M
ail
Stor
es
Mer
chan
disi
ngM
arke
ting
Fulfi
llmen
tDi
strib
utio
nCu
stom
er S
ervi
ce
Corp
Sale
sIn
tern
et
Ou
r C
ust
omer
Bas
eO
ur
Cu
stom
er B
ase
36
to
55 y
ear
36
to
55 y
ear --
olds
are
th
e la
rges
t gr
owin
g ol
ds a
re t
he
larg
est
grow
ing
inco
me
and
spen
din
g se
gmen
t in
th
e U
.S.
inco
me
and
spen
din
g se
gmen
t in
th
e U
.S.
Trad
itio
nal
ly a
nn
ual
inco
me
$1
00
,00
0+
, Tr
adit
ion
ally
an
nu
al in
com
e $
10
0,0
00
+,
broa
den
ing
popu
lati
on s
egm
ents
in t
he
broa
den
ing
popu
lati
on s
egm
ents
in t
he
$5
0,0
00
to
$10
0,0
00 r
ange
$5
0,0
00
to
$10
0,0
00 r
ange
App
roxi
mat
ely
50
:50
rat
io o
f m
ale
to f
emal
e A
ppro
xim
atel
y 5
0:5
0 r
atio
of
mal
e to
fem
ale
shop
pers
shop
pers
Alt
ern
ativ
e M
edia
Mea
sura
bilit
y in
All
Ch
ann
els
Alt
ern
ativ
e M
edia
A
lter
nat
ive
Med
ia
RO
I Fo
rmu
laR
OI
Form
ula
Sale
s *
.77
5 *
Mar
gin
Sa
les
* .7
75
* M
argi
n --
Sale
s *
.88
5 *
.08
/ A
d C
ost
Sale
s *
.88
5 *
.08
/ A
d C
ost
Sale
s Sa
les
--To
tal $
Dem
and
incl
. tax
an
d sh
ippi
ng
Tota
l $ D
eman
d in
cl. t
ax a
nd
ship
pin
g.7
75
.7
75
--Sa
les
net
of
retu
rns,
tax
an
d sh
ippi
ng
Sale
s n
et o
f re
turn
s, t
ax a
nd
ship
pin
gM
argi
n
Mar
gin
––R
etai
l pri
ce m
inu
s co
st o
f go
ods
Ret
ail p
rice
min
us
cost
of
good
s.8
85
.8
85
--Su
btra
cts
tax
and
ship
pin
gSu
btra
cts
tax
and
ship
pin
g.0
8
.08
--C
ost
to f
ulf
ill o
rder
, var
iab
le c
ost
Cos
t to
fu
lfill
ord
er, v
aria
ble
cos
tA
d C
ost
Ad
Cos
t ––
Inse
rtio
n p
lus
prod
uct
ion
cos
tsIn
sert
ion
plu
s pr
odu
ctio
n c
osts
On
line
Adv
erti
sin
gO
nlin
e A
dver
tisi
ng
Sear
ch E
ngi
nes
Sear
ch E
ngi
nes
Sear
ch E
ngi
nes
Sear
ch E
ngi
nes
Paid
Sea
rch
Paid
Sea
rch
Adve
rtis
er s
ets
cost
per
clic
k Ad
vert
iser
set
s co
st p
er c
lick
Hig
h vi
sibi
lity
Hig
h vi
sibi
lity
Targ
et s
peci
fic k
eyw
ords
/phr
ases
Targ
et s
peci
fic k
eyw
ords
/phr
ases
Paid
Inc
lusi
onPa
id I
nclu
sion
Gua
rant
eed
incl
usio
n in
sea
rch
engi
ne in
dex
Gua
rant
eed
incl
usio
n in
sea
rch
engi
ne in
dex
Flat
cos
t pe
r cl
ick
Flat
cos
t pe
r cl
ick
Nat
ural
Sea
rch
Opt
imiz
atio
nN
atur
al S
earc
h O
ptim
izat
ion
Broa
d co
vera
ge f
or p
rodu
ct/c
ateg
ory
page
sBr
oad
cove
rage
for
pro
duct
/cat
egor
y pa
ges
Up
Up --
fron
t in
vest
men
t to
opt
imiz
e si
te, b
ut lo
ng t
erm
fr
ont
inve
stm
ent
to o
ptim
ize
site
, but
long
ter
m
payo
ffs
payo
ffs
Shop
pin
g C
ompa
riso
n E
ngi
nes
Shop
pin
g C
ompa
riso
n E
ngi
nes
Shop
pin
g C
ompa
riso
n E
ngi
nes
Shop
pin
g C
ompa
riso
n E
ngi
nes
Bizr
ate,
Sho
ppin
g.co
m, N
exta
g,
Bizr
ate,
Sho
ppin
g.co
m, N
exta
g,
Pric
egra
bber
, M
ySim
onPr
iceg
rabb
er,
MyS
imon
Cost
per
clic
k Co
st p
er c
lick
Subm
it in
divi
dual
pro
duct
s or
ent
ire p
rodu
ct
Subm
it in
divi
dual
pro
duct
s or
ent
ire p
rodu
ct
cata
log
cata
log
Ran
king
of pr
oduc
ts b
ased
on
sear
ch
Ran
king
of pr
oduc
ts b
ased
on
sear
ch
rele
vanc
y, c
pc p
rice
or b
oth
rele
vanc
y, c
pc p
rice
or b
oth
Aff
iliat
e P
artn
ersh
ips
Aff
iliat
e P
artn
ersh
ips
Aff
iliat
e P
artn
ersh
ips
Aff
iliat
e P
artn
ersh
ips
Rea
ch m
any
diff
eren
t au
dien
ces
Rea
ch m
any
diff
eren
t au
dien
ces
Loya
lty
site
s: A
irlin
es, R
etir
emen
t Sa
vin
gs,
Loya
lty
site
s: A
irlin
es, R
etir
emen
t Sa
vin
gs,
Edu
cati
on S
avin
gs, C
har
ity/
Sch
ool S
up
port
Edu
cati
on S
avin
gs, C
har
ity/
Sch
ool S
up
port
Dea
l/C
oupo
n S
ites
Dea
l/C
oupo
n S
ites
Vir
tual
sh
oppi
ng
mal
lsV
irtu
al s
hop
pin
g m
alls
Sear
ch e
ng
ine
mar
kete
rsSe
arch
en
gin
e m
arke
ters
Dri
ve c
ust
omer
acq
uis
itio
n a
nd r
eten
tion
Dri
ve c
ust
omer
acq
uis
itio
n a
nd r
eten
tion
Rev
enu
e Sh
are
= L
ow R
isk,
Hig
h R
OI
Rev
enu
e Sh
are
= L
ow R
isk,
Hig
h R
OI
Por
tals
: Sh
oppi
ng
Ch
ann
els
&
Por
tals
: Sh
oppi
ng
Ch
ann
els
&
Net
wor
k A
dver
tisi
ng
Net
wor
k A
dver
tisi
ng
Por
tals
Por
tals
Shop
ping
Cha
nnel
s Sh
oppi
ng C
hann
els
Prod
uct
sear
ch
Prod
uct
sear
ch
Bann
ers
Bann
ers
Net
wor
k Ad
vert
isin
gN
etw
ork
Adve
rtis
ing
RO
S ba
nner
sRO
S ba
nner
sCa
tego
ryCa
tego
ry-- s
peci
fic b
anne
rssp
ecifi
c ba
nner
sBe
havi
oral
lyBe
havi
oral
ly-- t
arge
ted
bann
ers
targ
eted
ban
ners
Cat
alog
/Pro
duct
Mar
ket
Pla
ces
Cat
alog
/Pro
duct
Mar
ket
Pla
ces
Cat
alog
/Pro
duct
Mar
ketp
lace
sC
atal
og/P
rodu
ct M
arke
tpla
ces
Amaz
on, e
Bay,
Cat
alog
City
Amaz
on, e
Bay,
Cat
alog
City
Cust
omer
tra
nsac
ts o
n pa
rtne
r si
teCu
stom
er t
rans
acts
on
part
ner
site
Mer
chan
t sh
ips
orde
r an
d co
llect
s pa
ymen
tM
erch
ant
ship
s or
der
and
colle
cts
paym
ent
Part
ner
site
mai
ntai
ns r
elat
ions
hip
with
Pa
rtne
r si
te m
aint
ains
rel
atio
nshi
p w
ith
cust
omer
cust
omer
Tap
into
new
aud
ienc
e th
at is
loya
l to
the
Tap
into
new
aud
ienc
e th
at is
loya
l to
the
“one
“one
-- sto
pst
op-- s
hop”
exp
erie
nce
shop
” ex
perie
nce
Oth
er O
nlin
e M
edia
Bu
ysO
ther
On
line
Med
ia B
uys
Sele
ct p
ublis
hers
bas
ed o
n au
dien
ce,
Sele
ct p
ublis
hers
bas
ed o
n au
dien
ce,
cont
ent
or b
oth
cont
ent
or b
oth
Web
MD
W
ebM
D ––
heal
th c
onte
nthe
alth
con
tent
Evite
Ev
ite ––
holid
ay/b
irthd
ay in
vita
tions
ho
liday
/birt
hday
invi
tatio
ns
City
sear
ch
City
sear
ch ––
stor
e lis
tings
stor
e lis
tings
Hom
esto
re.c
om
Hom
esto
re.c
om ––
new
hom
e bu
yers
new
hom
e bu
yers
CPM
, CPC
or
hybr
id d
eals
CPM
, CPC
or
hybr
id d
eals
Bann
ers,
tex
t lin
ks, c
onte
nt s
pons
orsh
ips
Bann
ers,
tex
t lin
ks, c
onte
nt s
pons
orsh
ips
Emai
l Cam
paig
ns
Emai
l Cam
paig
ns
Pri
nt
–N
ewsp
aper
& M
agaz
ine
Pri
nt
Pri
nt
––N
ewsp
aper
& M
agaz
ine
New
spap
er &
Mag
azin
e
Nat
iona
l New
spap
ers
(2N
atio
nal N
ewsp
aper
s (2
-- 4)4)
USA
Tod
ay, N
Y Ti
mes
, Was
hing
ton
Post
USA
Tod
ay, N
Y Ti
mes
, Was
hing
ton
Post
Reg
iona
l New
spap
ers
(35
Reg
iona
l New
spap
ers
(35 --
40)
40)
Chic
ago
Trib
une,
LA
Tim
es, D
enve
r Po
st
Chic
ago
Trib
une,
LA
Tim
es, D
enve
r Po
st
Mag
azin
es (
4M
agaz
ines
(4 --
8)8)N
ew Y
orke
r, S
unse
t, S
outh
ern
Livi
ng, M
axim
New
Yor
ker,
Sun
set, S
outh
ern
Livi
ng, M
axim
SkyM
all
SkyM
all
Solo
Mai
lers
Solo
Mai
lers
Cre
dit
Car
d St
atem
ent
Inse
rts
Cre
dit
Car
d St
atem
ent
Inse
rts
Ch
ase
Man
hat
tan
Cit
iban
kC
apit
al O
ne
Am
eric
an E
xpre
ssH
ouse
hol
d B
ank
Oth
er I
nse
rt P
rogr
ams
Oth
er I
nse
rt P
rogr
ams
Ret
aile
r Pa
ckag
e In
sert
s (3
0+)
Ret
aile
r Pa
ckag
e In
sert
s (3
0+)
1800
1800
-- flo
wer
s, C
hef’s
Cat
alog
, Hom
e Tr
ends
flow
ers,
Che
f’s C
atal
og, H
ome
Tren
ds
Free
Sta
ndin
g In
sert
s (
Free
Sta
ndin
g In
sert
s ( F
SIs
FSIs
))Fr
ont
cove
r, n
onFr
ont
cove
r, n
on-- r
emna
nt m
arke
tsre
mna
nt m
arke
ts
Solo
Ins
erts
Solo
Ins
erts
As p
art
of
As p
art
of F
SIs
FSIs
Tele
visi
on D
irec
t R
espo
nse
Tele
visi
on D
irec
t R
espo
nse
Info
mer
cial
sIn
fom
erci
als
Lon
g fo
rm (
28
min
) Lo
ng
form
(2
8 m
in)
Shor
t Fo
rm (
2 m
in)
Shor
t Fo
rm (
2 m
in)
Nat
ion
al B
road
cast
, Cab
le &
Sat
ellit
e N
atio
nal
Bro
adca
st, C
able
& S
atel
lite
Reg
ion
al B
road
cast
R
egio
nal
Bro
adca
st
Spen
din
g de
cisi
ons
base
d on
tra
cked
Sp
endi
ng
deci
sion
s ba
sed
on t
rack
ed
resp
onse
thr
ough
ph
one
and
web
plu
s re
spon
se t
hrou
gh p
hon
e an
d w
eb p
lus
reta
il sa
les
assu
mpt
ion
sre
tail
sale
s as
sum
ptio
ns
Rad
io A
dver
tisi
ng
Rad
io A
dver
tisi
ng
Net
wor
k sp
ots
Net
wor
k sp
ots
––Ch
arle
s O
sgoo
d, S
ean
Char
les
Osg
ood,
Sea
n H
anni
tyH
anni
tyEn
dors
emen
t sp
ots
Endo
rsem
ent
spot
s ––
loca
l tal
k sh
ow h
osts
loca
l tal
k sh
ow h
osts
Pre
Pre --
reco
rded
rot
ator
spo
ts
reco
rded
rot
ator
spo
ts ––
inin-- t
rade
are
astr
ade
area
sRem
nant
buy
s Rem
nant
buy
s ––
in a
nd o
ut o
f tr
ade
area
sin
and
out
of
trad
e ar
eas
Dire
ct R
espo
nse
Dire
ct R
espo
nse
--TB
DTB
D
Cor
pora
te M
arke
tin
g C
orpo
rate
Mar
keti
ng
––In
crem
enta
l Dol
lars
an
d N
ew
Incr
emen
tal D
olla
rs a
nd
New
C
ust
omer
sC
ust
omer
s
Gif
t C
ards
/Cer
tifi
cate
s G
ift
Car
ds/C
erti
fica
tes
––Fe
edin
g Fe
edin
g A
ll B
2C
Ch
ann
els
All
B2
C C
han
nel
s
Pro
vide
fle
xibi
lity
in
Pro
vide
fle
xibi
lity
in
den
omin
atio
n a
nd
den
omin
atio
n a
nd
ten
der
type
ste
nde
r ty
pes
Gif
t C
ard
shou
ld b
e G
ift
Car
d sh
ould
be
rede
emab
le in
all
rede
emab
le in
all
selli
ng
chan
nel
sse
llin
g ch
ann
els
Be
will
ing
to s
ell t
o B
e w
illin
g to
sel
l to
rese
llers
an
d en
dre
selle
rs a
nd
end
--u
sers
use
rs
Pri
vate
Net
wor
k Fi
lter
ed D
ebit
P
riva
te N
etw
ork
Filt
ered
Deb
it
Car
d an
d C
erti
fica
te B
2B
Res
elle
rsC
ard
and
Cer
tifi
cate
B2
B R
esel
lers
Am
eric
an E
xpre
ss
Am
eric
an E
xpre
ss
Ince
nti
ve S
ervi
ces
Ince
nti
ve S
ervi
ces
Car
lson
Tra
vPas
sC
arls
on T
ravP
ass
The
Gif
t C
erti
fica
te C
ente
rTh
e G
ift
Cer
tifi
cate
Cen
ter
Ince
ntO
ne
Ince
ntO
ne
gift
cert
ific
ates
.com
gift
cert
ific
ates
.com
Ince
nti
ve A
gen
cies
Ince
nti
ve A
gen
cies
Carls
on M
arke
ting
Carls
on M
arke
ting
Mar
itzM
aritz
BI P
erfo
rman
ce C
ompa
nyBI
Per
form
ance
Com
pany
Hin
daH
inda
Ince
ntiv
esIn
cent
ives
Mar
ketin
g In
nova
tors
Mar
ketin
g In
nova
tors
Gif
t C
ard
Ret
ail R
esel
lers
Gif
t C
ard
Ret
ail R
esel
lers
Safe
way
, Tom
Th
um
b,
Safe
way
, Tom
Th
um
b,
Ran
dalls
Ran
dalls
, , G
enu
ardi
sG
enu
ardi
s&
&
D
omin
icks
Dom
inic
ksgr
ocer
y gr
ocer
y st
ores
stor
es
Wal
gree
ns
Wal
gree
ns
Dru
gsto
res
Dru
gsto
res
Con
sum
er L
oyal
ty P
rogr
ams
Con
sum
er L
oyal
ty P
rogr
ams
––C
redi
t C
ard
Cre
dit
Car
dA
mer
ican
Exp
ress
A
mer
ican
Exp
ress
M
embe
rsh
ip
Mem
bers
hip
R
ewar
ds
Rew
ards
D
isco
ver
Pla
tin
um
D
isco
ver
Pla
tin
um
C
ash
Bac
k R
ewar
dsC
ash
Bac
k R
ewar
dsD
iner
s C
lub
Din
ers
Clu
b R
ewar
dsR
ewar
dsC
has
e U
ltim
ate
Ch
ase
Ult
imat
e R
ewar
dsR
ewar
dsB
ank
On
e R
ewar
ds
Ban
k O
ne
Rew
ard
s
Con
sum
er L
oyal
ty P
rogr
ams
Con
sum
er L
oyal
ty P
rogr
ams
––H
ospi
talit
y, T
rave
l & G
amin
gH
ospi
talit
y, T
rave
l & G
amin
g
Mar
riot
t R
ewar
dsM
arri
ott
Rew
ards
Hilt
on H
onor
sH
ilton
Hon
ors
Inte
rCon
tin
enta
lIn
terC
onti
nen
tal P
rior
ity
Clu
bP
rior
ity
Clu
bSt
arw
ood
Star
woo
dA
mer
ican
A
mer
ican
AA
dvan
tage
AA
dvan
tage
Del
ta
Del
ta S
kyM
iles
SkyM
iles
Nev
ada,
Atl
anti
c C
ity
& I
ndi
an C
asin
osN
evad
a, A
tlan
tic
Cit
y &
In
dian
Cas
inos
Corp
orat
e (E
ndCo
rpor
ate
(End
-- use
r) P
rogr
ams
user
) Pr
ogra
ms
Dea
ler/
Dis
trib
utor
D
eale
r/D
istr
ibut
or
Sale
s in
cent
ives
Sale
s in
cent
ives
Empl
oyee
ince
ntiv
es
Empl
oyee
ince
ntiv
es
& A
war
ds&
Aw
ards
Auto
mot
ive
test
Au
tom
otiv
e te
st
driv
e/pu
rcha
se
driv
e/pu
rcha
se
prom
otio
ns
prom
otio
ns
Corp
orat
e (E
ndCo
rpor
ate
(End
-- use
r) P
rogr
ams
user
) Pr
ogra
ms
“Sur
pris
e &
Del
ight
” “S
urpr
ise
& D
elig
ht”
mai
lings
& g
ivea
way
sm
ailin
gs &
giv
eaw
ays
Bank
s, t
elec
om,
Bank
s, t
elec
om,
insu
ranc
e, h
ospi
talit
y,
insu
ranc
e, h
ospi
talit
y,
ente
rtai
nmen
ten
tert
ainm
ent , ,
reta
il re
tail
Non
Non
-- Pro
fit
Pro
gram
sP
rofi
t P
rogr
ams
Scri
p fo
r sc
hoo
lsSc
rip
for
sch
ools
Nat
ion
al S
crip
Cen
ter
Nat
ion
al S
crip
Cen
ter
Gre
at L
akes
Scr
ipG
reat
Lak
es S
crip
New
En
glan
d Sc
rip
New
En
glan
d Sc
rip
Fun
drai
sin
g ev
ents
Fun
drai
sin
g ev
ents
NM
DS,
JD
F, A
mer
ican
Lu
ng,
Am
eric
an
NM
DS,
JD
F, A
mer
ican
Lu
ng,
Am
eric
an
Hea
rtH
eart
Dom
estic
Who
lesa
le P
artn
ers
Dom
estic
Who
lesa
le P
artn
ers
Pres
ence
in 3
,000
+ D
oors
, Cat
alog
s & O
nPr
esen
ce in
3,0
00+
Doo
rs, C
atal
ogs &
On --
Lin
eL
ine
