Laptops And Lattes Case Study

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Recommended: Advantages of urban life

Laptops and Lattes:
These are the urban young singles or young couples who are on the move towards a bigger and better life. They are hard workers and critical thinkers, always thinking outside the box. They always have their smart phone in their hands and always know the latest in technology.
Demographics:
 Urbanicity: affluent populations in metros of 2.5 million+ people
 Income: upper/middle
 Age Range: 38.1
 Middle class
 Education Level: Bachelors/Graduate Degree
 Employment: Professional/Management
 Multiunit Rentals
 Ethnic Diversity: White
Psychographics and Behavioristic’s:
Laptops and lattes spend the day in Starbucks and Barnes and Nobles browsing the newest technology websites and enjoy a meal from the local sandwich spot. They bank online and shop online. Their favorite retail shops are: Banana Republic, Gap, and J.Crew. They listen to Public radio and enjoy local artist. They rent cars from Budget.

Current Agency of Record Analysis:

Goodby Silverstein & Partners
Location:
720 California Street
San Francisco, California 94108
United States

Specialization:
Goodby Silverstein & Partners specializes in TV ads for major companies ranging from Doritos to the National Basketball Association.

Current Revenue:
$105 Million

Top 10 Clients:
1. Golden Gate Parks Conservancy
2. Chevrolet
3. Adobe
4. Google
5. Sprint
6. Dickies
7. Logitech
8. Yahoo
9. Doritos
10. Hyundai

Mission Statement:
Goodby, Silverstein & Partners is a full-service advertising agency. Their mission is to change minds through the creation of experiences that are moving, humorous, beautiful and respectful. Their specialties include: Full-service Advertising, Integrated Branding, Media Strategy, S...

... middle of paper ...

...me more fabulous.
We chose to advertise in Parents magazine because it is marketed toward parents of all ages and aids them in understanding the challenges that most parents have to deal with. This magazine carries a caring and respectable reputation, which helps consumers associate the ads in it with the magazines reputation. With Netflix’s “kids friendly” section, it’s a great ad to place in this magazine for families.

Estimated Cost:
According to Marketers Guide to Media, the rates for these magazines are as follows:
• Parents: $167,800
• Cosmopolitan: $222,400
• People: $324,400
More often than not, magazines will offer a discount rate for agencies that are willing to buy multiple advertising inserts within a certain period of time. With our ads being in color, the page rate will be 25-60% higher than it would have been if we advertised in black and white.

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