!"#$%&'(# *%++,-.

Our client, FOX Sports West, has tasked us with creating a comprehensive, 360
marketing campaign to drive viewership and ratings for hockey programming
featuring the Anaheim Ducks on Prime Ticket and the LA Kings on FOX Sports West. Included
in this executive summary are key research findings that led us to our integrated marketing
communications strategy outline below.
Hockey faces various challenges in Southern California that have resulted in low television
viewership, including: the lack of hockey culture due to geography/weather and a cluttered
professional sports market. Based on our research, we found the markets most likely to attend
hockey games are white, well-educated, and wealthy, due to the fact that hockey has the highest
Fan Cost Index (cost of four adult average price tickets, two small draft beers, four small soft
drinks, four regular hot dogs, parking for one car, two game programs, and two adult-size caps)
relative to other sports. Thus, our four target market segments - High Hopes, Solo Acts,
Upscale Avenues, and High Society, fit into two broader categories: mid-older aged wealthy
and educated families, and young, educated, up 8 coming families. By targeting these groups,
we will grow Southern California hockey viewership and, more specifically, fuel the rivalry
between the LA Kings and the Anaheim Ducks to include these untapped potential fans.
Our communication objectives for this campaign are to increase the percentage of our target
market who: perceive hockey as an engaging, exciting sport that is desirable to follow, choose to
watch/follow hockey games in Southern California, and have attended at least one NHL hockey
game within the last season. To do this, we are positioning hockey as follows: Hockey is the
only action-packed, competitive team sport that provides the most fast-paced and uninterrupted
game play to well-educated, financially-secure residents of Southern California. We hope to
move hockey's current position from a sport that is perceived as a less engaging and slower
paced sport than football and basketball to a sport that is considered the most engaging and fast-
paced of all.
To achieve our communication objectives, we have centered our campaign's big idea on the
theme No Backing Out. While determining our positioning, we found a key difference between
hockey and other competitive team sports to be that hockey has no technical out of bounds,
which results in non-stop action with very little interruption or stoppage of play. Because of the
enclosed playing space, hockey players literally cannot back out. They are 100% committed to
the game for the duration of the 60 minutes of playing time, which is a testament to the players'
athleticism, passion, stamina, and skill. Beyond the literal meaning behind no backing out, in
this campaign, we are also challenging our target market to not back out in the figurative sense.
The key messages we want to communicate to our audience are that hockey is more engaging,
exciting, and fast-paced than other sports because players can't back out, thus creating a
passionate, electric atmosphere that is fun to be a part of as a spectator. We want our target
market to identify with this no quitting mentality and become just as passionate about cheering
their team at games and at home.
Although our media strategy is a comprehensive, integrated plan, our efforts focus predominantly
on traditional media and digital/social media because of our selected target market. The High
Society segment, affluent and educated professionals who participate in sports and travel, are
best reached by Internet or radio. Similarly, the High Hopes and Solo Acts, who are also well
educated professionals but are younger and more diverse than their High Society and Upscale
Avenue counterparts, listen to urban stations and basketball games on the radio, read two or
more daily newspapers, and subscribe to magazines (Tapestry Segmentation Reference
Guide!"# Because of these findings, we have chosen to focus our advertising efforts on
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!"#$%&'(# *%++,-.
television, print, and digital, although we do have additional tactics for support
media and radio to supplement our main advertising avenues. We have decided to
base our media strategy on frequency rather than reach. Our target market reads newspapers and
magazines, unlike less educated and wealthy individuals. And because our geographic coverage
is limited to Southern California, we have chosen local media outlets as opposed to national ones.
Our campaign is shortonly 3 monthsso our scheduling will be continuous for the duration of
our campaign, from August 2014 to June 2013.
Our media objectives are to create preference in the target market through distributing creative
ads that showcase hockey's points of differentiation from other popular professional sports
games. In addition, we will encourage trial in the target market by creating contests and
promotions through social media. Our specific tactics are broken up into broadcast, print, and
radio, in addition to non-traditional media and online promotions/social media.
Both of our commercials utilize different appeals to correctly target our audience. Our
Gladiator commercial elicits an emotional appeal in raising the viewer's excitement through
invigorating music and strong imagery between gladiators and Ducks/Kings players. It invites the
viewer to join in a feeling of power and team spirit as the players in the commercial cheer in
victory. Our second commercial, No Out of Bounds, uses a competitive advantage appeal as it
makes a direct comparison to other sports as comparative advertising. The commercials
uncommonly synthesize gladiators with hockey players, and their artistic value is evident.
Because of these strengths, our communication objectives of preference and trial will
succeed effectively as both commercials prefer hockey over other sports and spark an interest in
viewing hockey players as not players, but gladiators for all to witness in their arena.
Our print ads complement our broadcast commercials and echo the big idea outlined in each.
Some of our advertisements feature gladiators who are shooting a puck to convey the similarities
between Roman gladiators and the modern hockey player. In addition, many of our
advertisements feature hockey players in mid-action, with ice shattering and spraying to show the
action-packed nature of hockey. In our advertisements, we wished to convey our key points of
differentiation (on ice, no out of bounds leading to more excitement and action) between hockey
and other sports to help achieve our ideal positioning. Many of our ads also feature headings and
subheadings that encourage a friendly rivalry between the LA Kings and Anaheim Ducks.
We also plan on utilizing a variety of support media, including: billboards, special events,
contests, and social media platforms. All of these media will be aligned with the No Backing
Out theme and will encourage audiences to engage with their respective team and participate in
the friendly rivalry that we cultivate.
With a budget of one million dollars, we have relegated 31% for outdoor advertising, 13% for
television, 20% for magazines, 8% for newspapers, 23% for radio, and the remaining 3% for
support media.
Ultimately, the goal of this campaign is to drive viewership and ratings for hockey programming
on FOX Sports West. Through our integrated communications plan, we hope to increase interest
and trial in attending hockey games, which in turn will lead to increased TV viewership of
games, which is key for gaining more fans of the sport. Our team will closely monitor all placed
advertisements to determine reach and ROI as the campaign unfolds.
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1
Pockey season Lakes place from CcLober Lo !une, predomlnanLly colncldlng wlLh
!""#$%&& and $%'()#$%&& season.
1he four largesL markeL shares ln Lhe sporLs lndusLry are Lhe nlL, ML8, n8A, and
nPL, wlLh fooLball (Lhe nlL) holdlng 38.8.
AlLhough Lhe nPL ls parL of Lhe four largesL assoclauons ln Lhe sporLs lndusLry, lL
does noL hold Lhe same popularlLy as Lhe nlL or n8A ln Amerlca.
2
Anahelm uucks are newer - only 20 years old, whereas Lhe L.A. klngs have been
around for 46 years.
8oLh Leams have won Lhe SLanley Cup wlLhln Lhe lasL decade
Soclal medla and adveruslng have boLh been found Lo play a vlLal role ln creaung
Leam loyalLy and fan engagemenL.
Anahelm uucks have 123,000 followers on 1wluer
L.A. klngs have 273,000 followers on 1wluer
3
ln a survey we conducLed wlLh 33 lndlvlduals, lL was found LhaL hockey ls
percelved as slgnlcanLly less engaglng and enLerLalnlng Lhan fooLball and
baskeLball ln parucular.
Cnly 4 ouL of Lhose 33 surveyed had acLually been Lo a professlonal nPL
game wlLhln Lhe pasL Lwo years.
1hls proves LhaL Lhere ls exLra cluuer" LhaL hockey Leams have Lo compeLe
wlLh ln order Lo galn fan loyalLy or alr ume.

noL only does hockey compeLe wlLh oLher sporLs on lLs lmage buL also lLs prlces.
Pockey has one of Lhe hlghesL lan CosL lndex's - $326.43.
ln our survey, 83 of Lhe people are noL wllllng Lo spend more Lhan even
$200 on a sporung evenL.
1he facL LhaL fooLball holds Lhe hlghesL lCl buL also popularlLy shows LhaL lf
fans are loyal, Lhey are wllllng Lo pay a premlum prlce.
4
MosL llkely auendees and 1v vlewers of hockey games reslde mosLly on Lhe LasL
CoasL mosL llkely because:
lL ls where more nPL Leams are locaLed.
1he LasL CoasL has colder weaLher, provldlng opumal condluons for Lhe lcy
sporL.

1he currenL fan base of hockey comprlses of:
64 males
88.8 over 23 years old
38 LhaL make over $73,000 for Lhelr household lncome
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6
!"#$ &'(")*+ - 1hese folks represenL 12 of all uS households and generaLe nearly
one-quarLer of Lhe LoLal uS lncome. 1hey are aL Lhe peak of Lhelr employmenL ln
hlgh-paylng posluons. 1hey are marrled couple famllles wlLh older chlldren and ls
one of Lhe fasLesL growlng segmenLs.

,-.(/0) 12)34). - Also above average earnlngs, Lhese famllles are scauered ln
Lerms of llvlng ln suburbs and clLy landscapes. Some famllles have been
esLabllshed for years whlle oLhers are on Lhe rlse. lrom years of hard work, Lhey
are ln Lransluonal perlods of movlng up ln Lhelr career and elLher remaln slngle, or
seule down Lo have chlldren.

&'0' 1(*. - 1hese are mosLly slngles who prefer clLy llfe. Many are young and early
ln Lhelr career. WlLh no chlld-rearlng responslblllues, Lhey have dlsposable lncome
and lndulge ln clLy llfe eaung ouL and splurglng on enLerLalnmenL.

!"#$ !'-). - 1hls ls a mlx of marrled couples wlLh chlldren and slngle parenLs.
8oLh wlLh Lhe mlndseL of obLalnlng Lhe Amerlcan uream", Lhey work hard Lo
move up Lhe career ladder and are on Lhe rlse Lo lmprovlng Lhelr socloeconomlc
slLuauon.
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*8enchmark percenLages chosen based on our survey resulLs.

lor ob[ecuve #1, 73 of paruclpanLs vlewed fooLball as engaglng, 48 of
paruclpanLs vlewed baskeLball as engaglng, and 36 of paruclpanLs vlewed
baseball as engaglng. We LhoughL 30 would be a reallsuc benchmark for hockey
Lo be percelved as engaglng by our LargeL markeL.

lor ob[ecuve #2, 61 of paruclpanLs waLched or followed fooLball, 22 of
paruclpanLs waLched or followed baskeLball, and 39 of paruclpanLs waLched or
followed baseball.

lor ob[ecuve #3, we would llke a Lhlrd of our LargeL markeL Lo have auended a
game Lo encourage loyalLy ln our fans. As prevlously menuoned, Lhe key Lo galnlng
hockey fans ls auendance of aL leasL one game, accordlng Lo uavld CarLer.
9
urew lnsplrauon from anclenL 8oman gladlaLors ! hockey mlrrors and closely
resembles Lhe hlsLorlc sporL:
8oLh have physlcal barrlers LhaL prevenL players from exlung.
8oLh are surrounded on all sldes by specLaLors.
8oLh Lhe baule beLween gladlaLors and hockey players are lnLense,
passlonaLe, and exLremely engaglng Lo waLch as an audlence member.
ln anclenL umes, gladlaLor ghLs were Lhe ulumaLe form of enLerLalnmenL.
8y ghung well, men could wln glory and popularlLy. Llkewlse, we wanL LA
klngs and Anahelm uucks players Lo wln Lhe same admlrauon and
popularlLy Lhrough Lhelr slmllarly suspenseful and acuon-packed games.

Cne of Lhe key dlerences beLween hockey and oLher compeuuve Leam sporLs ls
LhaL hockey has no Lechnlcal ouL of bounds," whlch resulLs ln non-sLop acuon
wlLh very llule lnLerrupuon or sLoppage of play.
8ecause of Lhe enclosed playlng space, hockey players can llLerally noL back ouL."
1hey are 100 commlued Lo Lhe game for Lhe durauon of Lhe 60 mlnuLes of
playlng ume, whlch ls a LesLamenL Lo Lhe players' aLhleuclsm, passlon, sLamlna,
and sklll.
WanL Lo use Lhe no qulmng" menLallLy Lo creaLe a passlonaLe, elecLrlc
aLmosphere
WanL audlences Lo see hockey as more engaglng, exclung, and fasL-paced
Lhan oLher sporLs
10
Slnce our four markeL segmenLs are all wealLhy, educaLed lndlvlduals LhaL conunue Lo
use Lradluonal medla whlle also engaglng ln soclal medla - we have declded Lo focus
our medla sLraLegy on frequency raLher Lhan reach.

lL wlll be a 3 monLh campalgn - from AugusL 2014 Lo uecember 2014.
11
1wo commerclals wlll be broadcasLed on Lhe lox SporLs 1v Channel - a
CladlaLor" (0:30) and a no CuL of 8ounds" (0:13) commerclal.
1hese 1v commerclals wlll be alred a LoLal of Lwo umes a day - one ln Lhe
mornlng durlng news hour (3am-10am) and one durlng rlmeume
(7-11pm). 1hls wlll occur from Monday Lo lrlday for Lhe enure durauon of
our campalgn (AugusL Lo uecember).
1he CladlaLor" commerclal ellclLs an emouonal appeal ln ralslng Lhe
vlewer's exclLemenL Lhrough lnvlgoraung muslc and sLrong lmagery
beLween gladlaLors and ducks/klngs players. lL lnvlLes Lhe vlewer Lo [oln ln
a feellng of power and Leam splrlL as Lhe players ln Lhe commerclal cheer ln
vlcLory. Also, Lhe use of rsL person plural pronouns - We Are klngs",
1hese Are Cur WaLers", We 8emaln Warrlors" - ls lncluslve as lL lncludes
Lhe vlewer.
1he no CuL of 8ounds" uses a compeuuve advanLage appeal as lL makes a
dlrecL comparlson Lo oLher sporLs as comparauve adveruslng. 1hough
hockey ls noL a 'new brand', lL ls relauvely new ln SouLhern Callfornla
sporLs conslderlng lLs hlsLory orlglnaLes ln Lhe MldwesL/LasL CoasL.
Cne 0:30 radlo spoL has been creaLed whlch wlll be alred on Lhree dlerenL radlo
sLauons (AM 610, lM 101.1, and AM 870) durlng Lhe mornlng commuLe (M-l
6am-10am):
lor Lhe monLhs of AugusL and november, Lhe radlo spoL wlll be alred Lhree
umes a week for all four weeks.
lor Lhe monLhs of SepLember and CcLober, Lhe radlo spoL wlll be alred
12
rlnL ads wlll be used Lo complemenL Lhe broadcasL commerclals and echo Lhe blg
ldea ouLllned ln each.

1wo maln vehlcles for prlnL medla wlll be used - &-'5*. 6004.*5/*)7 891 :7";'3<
=/#/>"3) and Lhe ?@1@ A"B). C)D.-/-)5:
We wlll have a full-page, color bleed ad ln SporLs lllusLraLed for Lhree
monLhs (AugusL, SepLember, and november).
1hese ads wlll be Lhe ones LhaL dlsplay Lhe rlvalry beLween Lhe
uucks and Lhe klngs.
1he L.A. 1lmes wlll also feaLure a full-page, color verslon of our deslgned
ads for Lhree monLhs (SepLember, CcLober, and november).
1he ad wlll be feaLured ln Lhe L.A. 1lmes Lwo umes a monLh - Lhe
second and Lhe fourLh Sunday of every monLh.
lL wlll alLernaLe beLween a uucks ad and a klngs ad.


13
1hree Lypes of ouLdoor medla wlll be used - 8lllboards, 30-SheeL osLers, and a
8ulldlng Wrap. 1he deslgns on Lhese wlll mlmlc Lhe prlnL ads ln order Lo creaLe a
lasung lmage ln consumer's mlnds. WlLh ouLdoor adveruslng, our LargeL markeL wlll
be reached Lhrough Lhese easlly nouced medlums ln Lhe deslred geographlc reglons.

1wo blllboards (SepLember, CcLober, november) and ve 30-SheeL posLers (AugusL,
SepLember, uecember) wlll be locaLed ln 3 ueslgnaLed MarkeL Areas (uMA's) of
SouLhern Callfornla:
1. Los Angeles
2. Ll CenLro
3. 8akerseld
4. alm Sprlngs
3. SanLa 8arbara

1wo bulldlng wraps wlll be dlsplayed for Lhe monLh of SepLember - one aL L.A. Llve
and Lhe oLher ln Crange CounLy. 1he deslgn LhaL can also be used as a wlndow decal
wlll be placed on promlscuous bulldlngs.
14
1he hlgh hopes" and solo acLs" (also known as Lhe Mlllennlals) are besL reached vla
Lhe lnLerneL. 1herefore, we wlll be uslng exlsung soclal medla plauorms - lncludlng
lox SporLs WesL, L.A. klngs, and Anahelm uucks's lacebook/1wluer pages Lo:

Lncourage a frlendly rlvalry beLween Lhe LA klngs and Anahelm uucks
keep fans up Lo daLe wlLh perunenL lnformauon regardlng conLesLs, Leam
updaLes, and more
Pave lnLeracuve acuvlues such as a map denoung "WhaL ls klng
counLry"/"WhaL ls duck counLry" based o of onllne voLes

13
1. We plan on havlng a glanL lce puck modeled aer Lhe Callfornla Sclence CenLer's
lce Wall Lo be placed aL LA Llve where passersby wlll be challenged Lo see who
can keep Lhelr hands on lL longesL by noL backlng ouL". 8epresenLauves aL L.A.
Llve wlll also be handlng ouL promouonal merchandlse (coupons for food/
apparel) Lo educaLe people abouL Lhe campalgn and abouL Lhe klngs ln general.
1here wlll also be a professlonal phoLographer Laklng plcLures of paruclpanLs, Lhe
phoLos wlll be uploaded Lo Lhe soclal medla slLes where people wlll be able Lo Lag
Lhemselves.

2. We also plan on conducung varlous conLesLs and co-promouons ln whlch we
encourage our LargeL markeL Lo auend a game. Lxamples lnclude a phoLo conLesL
where Lhe wlnner wlll recelve a vl package whlch enLalls vl seaLs aL a klngs/
uucks game, dlnner and drlnks aL ?ardhouse (LA Llve) or 1he 8anch (Anahelm),
and compllmenLary klngs/uucks swag. *lor non-LA resldenLs, a sLay aL Lhe !W
Marlou wlll also be lncluded.
16
Maln olnLs:
redomlnanLly focus on Lradluonal medla and dlglLal/soclal medla because of our
selecLed LargeL markeL and llmlLed budgeL.
MosL of Lhem are besL reached by lnLerneL or radlo.
1hey also read Lwo or more dally newspapers and subscrlbe Lo magazlnes.
Wlll sull have addluonal Lacucs for supporL medla Lo supplemenL our maln
adveruslng avenues.
A large proporuon of our budgeL wlll be allocaLed Lowards Lhe rsL four monLhs of
hockey season ln order Lo ellclL Lop of mlnd awareness from consumers - uslng an
average of $133,000 a monLh. (*noL lncludlng producuon cosLs)

17
1he largesL poruon of our budgeL wlll be allocaLed Lowards ouLdoor adveruslng
slnce lL ls Lhe mosL cosL-eecuve meLhod Lo reach Lhe deslred geographlc reglons.
8ulleuns aord helghLened vlslblllLy from lLs slze and also allows for more creauve
cusLomlzlng".
1he second largesL poruon of our budgeL was dlrecLed Lowards radlo. uue Lo our
ob[ecuve Lo maxlmlze frequency, we chose Lhree radlo sLauons for our radlo spoL
Lo be alred. 1hls wlll allow for a conslsLenL exposure Lo consumers LhroughouL Lhe
campalgn.
18
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!"#$%&'# )"&#*
Client / Client contact information:
Fox Sports West
Christina Appleton
Christina.Appleton@foxsportswest.net
Project:
New campaign for Fox Sports West to drive viewership and ratings for hockey programming
featuring the Anaheim Ducks on Prime Ticket and the LA Kings on Fox Sports West.
Prepared by:
Eric Anwar Olivia Chen
(909) 831-9286 (714) 914-6842
ericanwar@gmail.com oliviachenn@gmail.com
Alissa Gwynn Clare OFlynn Lily Tiao
(510) 585-8518 (760) 449-6486 (626) 715-3738
agwynn@usc.edu claredoflynn@gmail.com ltiao@usc.edu
Background / Overview:
This is a campaign to drive viewership and ratings for NHL teams the LA Kings and Anaheim
Ducks, which currently suffer from low ratings relative to competitors in other professional
sports leagues and teams in Southern California. We want our target market to watch more
hockey programming on Fox Sports West, but in order to do that, we must show and persuade
them that hockey is the only action-packed, competitive team sport that provides the most fast-
paced and uninterrupted game play.
Objectives
1. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents of Southern California who perceive hockey as an engaging sport that
is desirable to follow in Southern California from its current level at 27%* to 30%.
2. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents who choose to watch/follow hockey games in Southern California from
its current level at 10%* to 20%.
3. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents who have attended at least one NHL hockey game in Southern
California in the last season from its current level at 8%* to 33%.
*!"#$"%&'(") +')", -.. -. )/#0"1 .-/%, 2% 344"%,25
Target audience
This campaign will be aimed exclusively at Southern California residents in four LifeMode
groups: Upscale Avenue, High Hopes, Solo Acts, and High Society, as defined by ESRI,
an international supplier of geographic Information System software.
High Society: Men and women; median household income: $100,216; employment in high
paying positions; most households married couples in affluent neighborhoods; least ethnically
1
!"#$%&'# )"&#*
diverse groups in US, but fastest growing; affluent and active financially, civically,
and physically; participate in wide variety of public activities and sports and travel
extensively
Upscale Avenues: Men and women; median household income: $65,912; well educated;
prosperous domesticity; invest in homes and work on landscaping and remodeling projects
Solo Acts: Men and women; median household income range: $39,234 - $84,612; singles who
have no home ownership or child-rearing responsibilities; well-educated, working professionals
with college degree; home ownership at 28%; moving into major cities; urban lifestyle, including
dining out, attending plays and concerts, and visiting museums
High Hopes: Men and women; median household income: $40,928; mix of married couples,
single parents, and singles who seek American Dream of home ownership and rewarding job;
live in single-family houses or multiunit buildings; approximately half own their homes; would
move to new location for better opportunities; young, mobile, and college educated; one-third
younger than 35 The median household income is $40,928
Key Insight
Because hockey is the only action-packed, competitive team sport that provides the most fast-
paced and uninterrupted game play, you will find hockey to be far more exciting, entertaining,
and fun to watch than other sports games. In hockey, there are no out of bounds, no excessive
timeouts, no backing out. In hockey, once youre in the game, youre all in.
Reasons to Believe
1. No out of bounds equates to non-stop action; no lulls in the game
2. Fun, passionate atmosphere that is more fast paced than other sports
3. Once youre in the game, youre all in. Theres no backing out.
4. In ancient times during gladiator fights, men played for glory. Like the Colosseum, a
hockey arena has no out of boundsjust unbridled action, pride, and passion.
Creative Development/Big Idea
Big Idea: No Backing Out
No Backing Out draws inspiration from hockeys points of differentiation; it is only
competitive team sport in which there are no out-of-bounds, stoppages of play, etc.
Because of exciting action, hockey players have to be 100% committed to the game
because they physically cannot back out
We are also challenging target market to be committed, passionate, and courageous and
not back down from any situations
Copy:
No Backing Out
We Remain Warriors
No foul balls. No flags on the play. No Backing Out.
7) Schedule: What do we need from the creative team? When do we need it?
2
!"#$%&'# )"&#*
Provide all details on media, size and color - for both the initial concepts and
finished art. Example:
1) Date 1/1/14 initial creative review of rough pencil sketch ideas.
2) Date 1/15/14 review revised creative. Half size, with color, hand or computer created.
3) Date 2/1/14 final internal creative presentation. Same finish as previous round.
4) Date 2/15/14 client creative & media presentation. Full size, full color. Hand or computer
created.
5) Date 3/1/14 print ads delivered to publication.
*Having materials completed by March 2014 will allow for ample placement in magazines and
revisions if necessary
[x] Do we have sufficient reference sources: previous ads, brochures, competitor ads, books,
videos or Web sites?
[x] Do we have contact info / links to people, research or resources that can help the creative
team?
[x] Do we need a supplemental brief / info for a long format, social media, direct response, or
new business pitch project?
[x] Is it clear from the client what must be in the communication, and what might be in the
communication? What are the client requirements versus client preferences?
[x] Do we represent the client's issues, concerns, wishes?
3
!"#$% '($")
A media brief outlines your advertising media objectives, target audience(s),
budget and other criteria for selecting a media mix and plan.
Advertising Media Brief
Client name FOX Sports West
Contact information
Phone:
Christina Appleton, Marketing Manager of FOX Strategic
Partnerships
(310) 369-0929
Company name ONE ACELO
Name of product/service
being advertised
L.A. Kings & Anaheim Ducks
Description To create a comprehensive, 360 marketing campaign to
drive viewership and ratings for hockey programming
featuring Anaheim Ducks on Prime Ticket and LA Kings
on FOX Sports West.
What are the advertising objective(s)?
Objective 1 To elicit our target market of affluent, wealthy, educated
people in Southern California to attend at least one hockey
game
Objective 2 To increase top-of-mind awareness and preference of
hockey when sports viewers decide which program to
watch
To increase the percentage of our target market who
perceive hockey as an engaging, exciting sport that is
desirable to follow
!" $%&" '&()*$ ()"+,-")
.'/)($&"&-01
No, our plan focuses on franchise building/brand image
When is advertising planned to launch? end?
Start Date
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August (2014)
Our advertising will be continuous for the duration of our
campaign, ensuring that people become aware of our
campaign during preseason and eventually familiar with
our key messages for the duration of the hockey season.
End Date December
1
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Who is the target audience(s) you want to reach?
Demographic information The options are the selection criteria available in third
party research that media buyers use to select media
Location (s)
Define major metros or more
narrowly by zip code
DMA's: Los Angeles, Santa Barbara, Palm Springs,
Bakersfield, and El Centro
Gender
males? females? or both?
Both
Household income
Single or household income?
Income of:
$30,000
$30,000 - $100,000
$101,000 - $200,000
$201,000
Median Household income: $70,000
Marital Status
single or married?
or doesn't matter?
Married & Single (Does not matter)
Education
Less than high school
diploma
High school diploma
College degree
Graduate or postgraduate
degree
College degree
Children
No children living in the
home
Children 18 living at home
Children 3-18 living at home
Children 3 living at home
th of our target market have children that live at
home
Role in purchase process ~
who is being targeted?
Decision-maker
Involved in purchase
Influencer
Use the product/service
Decision-maker & Use the product/service
Other demographics? High Society These folks represent 12% of all US
households and generate nearly one-quarter of the total
US income. They are at the peak of their employment in
high-paying positions. They are married couple families
with older children and is one of the fastest growing
segments.
2
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Upscale Avenues Also above average earnings, these
families are scattered in terms of living in suburbs and
city landscapes. Some families have been established for
years while others are on the rise. From years of hard
work, they are in transitional periods of moving up in
their career and either remain single, or settle down to
have children.
Solo Acts These are mostly singles who prefer city life.
Many are young and early in their career. With no child-
rearing responsibilities, they have disposable income and
indulge in city life eating out and splurging on
entertainment.
High Hopes This is a mix of married couples with
children and single parents. Both with the mindset of
obtaining the American Dream, they work hard to
move up the career ladder and are on the rise to
improving their socioeconomic situation.
Other information to help in media selection
psychographic or attitudinal
insights
psychological attributes like
values, interests, hobbies,
lifestyles and personality
Most of our target market participates in sports and travel.
behavioral information
data on what people do with
their time or money. Or what
their past purchase behavior
has been.
Some like to invest money in their homes and work on
remodeling projects. For the younger generation of our
target market, they love city life of eating out, going to
concerts and traveling abroad.
use of technology
internet use at home/work?
high speed internet at
home?
cell phone use?
texting?
use of social media?
comfort level with the
internet?
other
Our target market predominantly includes the affluent and
educated middle-aged generation, which means most are
familiar and comfortable with the Internet. Not only may
some of them use it at work, a good proportion of the
market engages in social media on a daily basis.
Reach and frequency goals
3
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Minimum plan S00-700 GRPs (gross rating points)
Better plan 900-1300 GRPs
Best plan 1S00-2000 GRPs
Advertising success metrics
Ad metrics? Measure online and through data from demographics of
those who read the paper, drive past billboards, participate
in promotions and read magazines
Timeframe to advertising
Weeks/months S months
Best times of day Morning commute time (Sam-10am)
Best days of week M-F
Minimum media budget
Per month A large proportion of our budget will be allocated towards
the first four months of hockey season in order to elicit top
of mind awareness from consumers ~ using an average of
$1SS,000 a month. (*Not including production costs)
Total for campaign $1,000,040
4
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Media preferences and restrictions
Types of advertising preferred? Media not to be included in this plan?
Any particular placements that are not brand appropriate?
TV Will take advantage of broadcasting our 0:1S and 0:30 spot
on the Fox network during the Morning News and
Primetime (7-11pm). In order to increase top-of-mind
awareness from our audiences, we will be going for
frequency which means our TV commercials will be aired
two times a day for S times a week (on the weekdays).
Radio 9S% of persons 3S-49, our target market, listen to the radio
~ especially during the hours of morning commute (Sam-
10am). Local radio stations that are known to include the
demographics that fit our target market such as KAVL-AM
Fox Sports 610, KRTH-FM 101.1 and KRLA-AM 870 will
be used to broadcast our 0:30 radio spot.
Local newspapers Will be using the L.A. Times because our target market still
reads newspapers. This traditional print medium will
complement our broadcast commercials and echo the big
idea outlined in each.
National newspapers Since our geographic coverage is limited to Southern
California, we have chosen local media outlets as opposed
to national ones.
Magazines Magazines have a large reach as it is often passed on to
other readers beyond the paid subscribers. We will only be
using the California edition of Sports Illustrated to reach
our target market since not only magazine aligns with our
topic of sports but also reaches the age and income of our
target market.
Online ads Will not be engaging in online ads but rather social media
since it is known that our target market actively engages in
social media.
Outdoor billboards Will be endorsing two billboards and five 30-sheet posters
in each of the S major counties in Southern California as
that was the most cost-effective method to reach the desired
geographic regions. Bulletins afford heightened visibility
from its size and also allows for more creative
customizing". Two building wraps will also be included ~
one in L.A. Live and the other in Orange County, in order
to reach the people in these high traffic areas through a less
expensive method.
Mobile ads Due to our limited budget, we have decided to focus on
more traditional forms of media since those are mediums
that we know our target market are exposed to on a more
consistent basis.
Search ads Due to our limited budget, we have decided to focus on
more traditional forms of media since those are mediums
3
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that we know our target market are exposed to on a more
consistent basis.
Other In order to emphasize and make more memorable the key
messages in our campaign, we will be utilizing a few non-
traditional vehicles such as special events, contests, and a
giant ice puck modeled after California Science Center's
Ice Wall, at L.A. Live.
Other information
6
IMC Overview: FOX Sports West
Our client, FOX Sports West, has tasked us with creating a comprehensive, 360
marketing campaign to drive viewership and ratings for hockey programming featuring the
Anaheim Ducks on Prime Ticket and LA Kings on FOX Sports West. Our research, strategy, and
campaign overview is summarized below.
Situation Analysis
Environmental Analysis:
Hockey season takes place from October to June, which means it predominantly coincides with
!"#$%&!"'' and ())&!"'' season. According to a survey generated by PEW Research Center seen in
Figure 1, both the NFL and NBA are more popular sports with American adults. IBIS reports
show that the NFL holds the largest market share of the sports industry with 38.8% while the
NHL comes in fourth with 14.3% (see Figure 2). Nevertheless, they are both part of the four
largest sports associations in the industry. However, there seems to be potential for hockey to
grow, another survey shows that the number of people in the U.S. that believe hockey is their
favorite sport has increased 3% from 2000 to 2012 (Corso).
Consumer/Market Analysis:
From a map of the United States taken from ESRI, it can be seen that most likely attendees and
TV viewers of hockey games reside mostly on the East coast where more NHL teams are located.
(See Figure 3 and 4.) 37.3% of hockey fans are males, 88.8% are above 23 years old. 33.1% earn
over 73K. (Scarborough Research). Southern California's hockey fan base is not as developed as
that of the East Coast - which is most likely due to the fact that the LA Kings and Anaheim
Ducks have only been around 46 and 20 years, respectively, while some of the teams on the East
Coast have been around for more than 80 years. Another reason that contributes to the lack of
hockey culture in Southern California is the weather. In places like Michigan and the East Coast,
the weather reaches freezing temperatures, providing an optimal place for icy sports such as
hockey.
Company Analysis:
The Los Angeles Kings were founded in 1966 when Jack Kent Cooke was granted franchise
rights to the expansion of the NHL to Los Angeles. The team won the Western Conference twice,
as well as competed twice for the Stanley Cup, including one win of the cup in 2012. Less than
sixty miles away resides the Los Angeles King's rival, the Anaheim Ducks. The Walt Disney
Company founded the Anaheim ducks in 1993 as the Mighty Ducks of Anaheim, based on the
renowned Mighty Ducks film of 1992. Since the team's formation, they have made the playoffs
eight times, winning two Pacific Division titles, two Western Conference Championships, and
one Stanley Cup Championship in 2007. These players baring their black, orange, and gold
jerseys have poised an incredible threat to the Los Angeles Kings as well as many other teams in
the league.
Social Media and advertising have become a vital role in creating team loyalty, fan engagement,
and creating a following for both the Kings and the Ducks. The Los Angeles Kings have
established a twitter following of 273,000 through consistently poking fun at opposing team's
fans, hometowns, etc., indicating its confident brand personality. Similarly to the Kings, the
Ducks engage their 123,000 followers by retweeting posts and tweeting updates of major plays.
Competitive Analysis:
The LA Kings and Anaheim Ducks' competitors are not necessarily other hockey teams, but
rather other professional sports teams and leagues like The San Diego Chargers, Anaheim
1
IMC Overview: FOX Sports West
Angels, Los Angeles Dodgers, Los Angeles Lakers. We conducted a survey of 31
individuals in our target market (see Figure 7) and that found that compared to
football and basketball in particular, hockey is perceived as significantly less engaging and
entertaining. In fact, out of all participants, 28 had not been to a professional NHL hockey game
in the last two years. This indicates that there is extra clutter that hockey teams in other teams
might not face due to the number of teams in the area competing for fan loyalty/air time (D.
Carter, personal communication, Oct. 2, 2013). In addition, 81% of our survey participants
responded that they would spend less than $200 on a sporting game. However, hockey has one of
the highest FCI's of any sport at $326.43, with the NBA trailing with a FCI of $287.83 and the
MLB with a FCI of $194.98. Football is the only major professional sports league with a higher
FCI at $420.34, which suggests that if fans are loyal, they are willing to pay a premium price
(Fact Book).
Marketplace SWOT Analysis:
Strengths
Hockeystrong community involvement, fast paced 8
Least interrupted game play.
Approachable 8 down to earth players
Weaknesses
Hockey culture not associated with
Southern California
Lack of player recognition
Expensive fan cost index
Opportunities
Growing youth hockey in Southern California
Strong sports culture in Southern California
There has already been an established rivalry between Los
Angeles and Anaheim (Dodgers 8 Angels)
Threats
Struggling Economy
Strong Competition from other popular
professional sports teams
Risk of no post season success could
hinder fan base growth
Strategy
Target Market:
Based on population density, tapestry segmentation (social 8 economic lifestyles), current fan
base and the FCI of hockey, we have broken our target market into 4 segments: High Hopes,
Solo Acts, Upscale Avenues, and High Society market segments as defined by Esri
(http://www.esri.com/data/esri_data/tapestry). These four segments include the affluent, well-
educated, middle aged-older families, and the up and coming, well-educated young populace.
These segments are the most highly represented in Southern California (see Figures 3 8 6)
whose average yearly income complements the average expenses of attending an NHL game,
according to the Fan Cost Indexes (FCI) of both the LA Kings ($304.66) and the Anaheim Ducks
($309.72) (www.nhl.com). Apart from economics and population representation, these four
segments also align with fan demographics, as almost 60% of fans are aged 33 and older
(www.nhl.com). Another 18% of hockey fans are aged 23 - 34 which bleeds into our 4 market
segments as well. However, in Los Angeles County, only 8% of consumers watch hockey on TV,
as opposed to 22% who watch baseball, 19% who watch basketball, and 23% who watch football
(http://www.pamallison.com/2012/06/23/whos-watching-sports-in-la/). In essence, we will
combine our 4 segments to make two: the mid-older aged wealthy 8 educated families and the
young 'up 8 coming' families. By doing so, we will grow Southern California hockey
viewership and, more specifically, fuel the rivalry between the LA Kings and the Anaheim Ducks
to include these untapped potential fans.
2
IMC Overview: FOX Sports West
Communication Objectives:
(Effects targeted: preference, trial)
1. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents of Southern California who perceive hockey as an engaging sport that is
desirable to follow in Southern California from its current level at 27%* to 30%.
2. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents who choose to watch/follow hockey games in Southern California from
its current level at 10%* to 20%.
3. By the end of the 3 month campaign period, increase the percentage of well-educated and
wealthy residents who have attended at least one NHL hockey game in Southern
California in the last season from its current level at 8%* to 33%.
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We chose the benchmark percentages based on our survey results. For objective #1, 73% of
participants viewed football as engaging, 48% of participants viewed basketball as engaging, and
36% of participants viewed baseball as engaging. We thought 30% would be a realistic
benchmark for hockey to be perceived as engaging by our target market. For objective #2, 61%
of participants watched or followed football, 22% of participants watched or followed basketball,
and 39% of participants watched or followed baseball. For objective #3, we would like a third of
our target market to have attended a game to encourage loyalty in our fans. As previously
mentioned, the key to gaining hockey fans is attendance of at least one game, according to David
Carter.
Positioning Statement:
Points of Parity
(to establish category membership)
Points of Differences (to create strong,
favorable, unique brand associations)
Team sport
Competitive
Athletic
Ice
Fast-paced
Uninterrupted play (except for two timeouts)
Down to earth and approachable players
Hockey is the only action-packed, competitive team sport that provides the most fast-paced and
uninterrupted game play to well-educated, financially-secure residents of Southern California.
3
IMC Overview: FOX Sports West
Big Idea:
Our big idea is centered on the theme of no backing out. While determining our positioning,
we found a key difference between hockey and other competitive team sports to be that hockey
has no technical out of bounds, which results in non-stop action with very little interruption or
stoppage of play. Because of the enclosed playing space, hockey players can literally not back
out. They are 100% committed to the game for the duration of the 60 minutes of playing time,
which is a testament to the players' athleticism, passion, stamina, and skill.
Beyond the literal meaning behind no backing out, in this campaign, we are also challenging
our target market to not back out in the figurative sense. The key messages we want to
communicate to our audience are that hockey is more engaging, exciting, and fast-paced than
other sports because players can't back out, thus creating a passionate, electric atmosphere. We
want our target market to identify with this no quitting mentality and become just as passionate
about cheering their team on.
We drew inspiration from ancient Roman gladiators because we feel that hockey mirrors and
closely resembles the historic sport: both have no out of bounds, emphasizing the idea that
once a player is in the game, there is no backing down or quitting, and are surrounded on all sides
by spectators. The battles of gladiators and hockey players are intense, passionate, and extremely
engaging to watch as an audience member. In ancient times, gladiator fights were the ultimate
form of entertainment. By fighting well, men could win glory and popularity. Likewise, we want
LA Kings and Anaheim Ducks players to win the same admiration and popularity through their
similarly suspenseful and action-packed games.
Media Objectives, Media Mix, and Calendar
Although our media strategy is a comprehensive, integrated plan, our efforts focus predominantly
on traditional media and digital/social media because of our selected target market. The high
society segment, affluent and educated professionals who participate in sports and travel, are
best reached by Internet or radio. Similarly, the high hopes and solo acts, who are also well
educated professionals but are younger and more diverse than their high society and upscale
avenue counterparts, listen to urban stations and basketball games on the radio, read two or
more daily newspapers, and subscribe to magazines (Tapestry Segmentation Reference
Guide89: Because of these findings, we have chosen to focus our advertising efforts on
4
IMC Overview: FOX Sports West
television, print (newspapers and magazines), and digital (Facebook and Twitter),
although we do have additional tactics for support media and radio to supplement
our main advertising avenues.
Our four market segments are all affluent, wealthy, and educated, so we have decided to base our
media strategy on frequency rather than reach. Our target market reads newspapers and
magazines, unlike less educated and wealthy individuals. And because our geographic coverage
is limited to Southern California, we have chosen local media outlets as opposed to national ones.
Our campaign is shortonly 3 monthsso our scheduling will be continuous for the duration of
our campaign, from August 2014 to June 2013. This will ensure that people are aware of our
campaign during preseason, and hopefully familiar with our key messages for the duration of the
hockey season.
Our media objectives are as follows:
Create preference in the target market through the following:
! Create a positive brand image through creative ads showcasing hockey's points of
differentiation from other popular professional sports games
! Use broadcast media to communicate our key messages that hockey is fast-paced,
action packed, and exciting to watch as viewer
! Use social media to encourage target market to participate in friendly rivalry
between the LA Kings and Anaheim ducks, thus encouraging further user
engagement
Create trial in the target market through the following:
! Create contests and promotions with desirable prizes that include tickets to a
Kings or Ducks game
! Use social media to engage target market and provide incentives through co-
promotions to attend a LA Kings or Anaheim Ducks game
3
IMC Overview: FOX Sports West
Tactics (!"" $%%"&'() %*+, -./-0
Traditional
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2 commercials
Both of our commercials utilize different appeals to correctly target our audience. Our
Gladiator commercial elicits an emotional appeal in raising the viewer's excitement through
invigorating music and strong imagery between gladiators and Ducks/Kings players. It invites the
viewer to join in a feeling of power and team spirit as the players in the commercial cheer in
victory. Also, the use of first person plural pronouns We Are Kings, These Are Our Waters,
We Remain Warriors is inclusive as it includes the viewer.
Our second commercial No Out of Bounds uses a competitive advantage appeal as it makes a
direct comparison to other sports as comparative advertising. Though hockey is not a 'new
brand', it is relatively new in Southern California sports, considering its history originates in the
Midwest/East Coast. Both of these commercials exceed the 3 factors of divergence. Our ads are
original in their use of gladiators as analogous to hockey players. They are flexible in using
different appeals with perspectives of why hockey is preferable. They are both elaborate in their
direct comparison to gladiators and unexpected superiority to other sports. The commercials
uncommonly synthesize gladiators with hockey players, and their artistic value is evident in the
previous four factors. Because of these strengths, our communication objectives of preference
and trial will succeed effectively as both commercials prefer hockey over other sports and
spark an interest in viewing hockey players as not players, but gladiators for all to witness in their
arena.
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KAVL AM610: FOX SPORTS
6
IMC Overview: FOX Sports West
KRTH FM101.1
KRLA AM878
Considering that 93% of Americans (age 10) still use the radio, it would be an effective
medium through which our target market may be reached. Using radio is cost effective and has
wide reach, especially our market segments listen to a variety of genres, including: classical, jazz,
sports all-talk, news, alternative, and soft contemporary. Because of the wide range of taste in
genre, we have selected the following radio stations to advertise on:
*+4-&<
Our print ads complement our broadcast commercials and echo the big idea outlined in each.
Some of our advertisements feature gladiators who are shooting a puck to convey the similarities
between Roman gladiators and the modern hockey player. In addition, many of our
advertisements feature hockey players mid-action, with ice shattering and spraying to show the
action-packed nature of hockey. In our advertisements, we wished to convey our key points of
differentiation (on ice, no out of bounds leading to more excitement and action) between hockey
and other sports to help achieve our ideal positioning. Many of our ads also feature headings and
subheadings that encourage a friendly rivalry between the LA Kings and Anaheim Ducks.
Non-Traditional advertising tactics:
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We will place a number of billboards throughout Southern California, designs of which will
mimic our print ads. With outdoor advertising, our target market can be reached in the desired
geographic regions. It will allow people to encounter repeated exposures and it is usually one of
the easily noticed mediums. We also plan on placing window decals (See Figure 9) on the
windows of storefronts and businesses to create the illusion of the glass/ice shattering. This is
meant to engage audiences and exhibit hockey's exciting, non-stop, and action-packed nature.
In addition, we plan on having a giant ice puck (modeled after the California Science Center's Ice
Wall) at LA Live in which passersby will be challenged to see who can keep their hands on it
longest by not backing out. We will have representatives at LA Live who will be handing out
promotions (coupons for food and apparel at the games) to educate people about the campaign
and about the Kings in general. There will also be a professional photographer taking pictures of
participants, and photos will be uploaded to social media sites where people can tag themselves.
Finally, we plan on conducting various contests and co-promotions in which we encourage our
target market to come to a game (thus achieving our objective of trial). We will host a no
backing out photo contest online in which people send in photos of themselves not backing
out, however they made interpret that to mean, and the winner will receive a VIP Night with
three friends, including: VIP seats at a Kings/Ducks game, dinner and drinks at Yardhouse (LA
Live) or The Ranch (Anaheim), and complimentary Kings/Ducks promotional merchandise. This
prize will provide enough incentive for even non-hockey fans to want to win a fun night out with
their friends and hopefully become hooked on hockey. For non-LA residents, the prize will also
include a night at the JW Mariott. After all, David Carter specifically noted that hockey is the
kind of sport where attending one game is the way to turn someone into a fan (personal
communication,
Oct. 2).
Online promotions, social media:
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7
IMC Overview: FOX Sports West
Because the high hopes and solo acts are Millenials who are best reached via
Internet, we are using existing social media platforms, including Fox Sports West,
LA Kings, and Anaheim Ducks's Facebook/Twitter pages as vehicles for our campaign to reach
its audience. Our Facebook posts will encourage a friendly rivalry between the LA Kings and
Anaheim Ducks, which is consistent with other elements of our IMC campaign, and will keep
fans up to date with pertinent information regarding contests, team updates, and more. We will
also have interactive activities like a map denoting "What is King country"/"what is Duck
country" (see Figure 8) based off of online votes.
8
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Survey Question Set:
1. Age
a. 18-24
b. 23-33
c. 36-49
d. 49
2. What county do you live in?
a. Los Angeles County
b. San Bernadino County
c. Riverside County
d. Orange County
e. Other
3. What is the highest level of
education you have completed?
a. Less than high school
b. High Schoo/GED
c. Some College
d. 2-year College Degree
e. 4-year College Degree
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f. Master's
Degree
g. Doctoral Degree
h. Professional Degree (MD,
JD)
4. What is your yearly income?
a. $43-$70,000
b. $70,000-$100,000
c. $100,000
3. Do you play a sport?
a. Yes
b. No
6. What sport(s) do you play?
a. Basketball
b. Baseball
c. Football
d. Golf
e. Hockey
f. Soccer
g. Tennis
h. Volleyball
i. Other
7. What professional sports do you
watch or attend?
a. Football
b. Basketball
c. Hockey
d. Baseball
e. Golf
f. Soccer
g. Other
h. None
8. Have you attended a NHL hockey
game in the last two years?
a. Yes
b. No
9. How much would you be willing to
spend to attend a sporting event?
(include cost of tickets, fan gear,
concessions, etc.)
a. None
b. $30-$100
c. $100-200
d. $200-230
e. $230
10. Please rate on a scale of 1-100
(with 100 being your favorite) how
much you like each of these sports:
a. Baseball
b. Basketball
c. Football
d. Hockey
11. How strongly do you associate
these attributes with hockey/
basketball/baseball/football?
a. Engaging
b. Entertaining
c. Exciting
d. Fast paced
e. Boring
f. Confusing
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Client: FOX SPORTS
Product: #Nobackingout Campaign
Title: Gladiators Commerical
Length: 30 seconds
T3B+S >UB3S
1300 BC Collisseum
2013 Ice Rink
Gladiator puts on helmet
Duck player puts on helmet
Gladiator draws his sword
Kings player does something with his
stick
Gladiator steps into the coliseum
crowd goes wild
Both players skate onto the ice
crowd is cheering/banging on the glass
Gladiator faces a herd of tigers
Players face each other on the ice
SLOMO The cage is opened
SLOMO The puck is dropped
CUT TO BLACK
A stream of power plays, slamming on
the glass, shots on goal. Final shot of
an amazing goal as the buzzer goes
Gladiator lifts his bloody sword in
celebration
Pump up Music
Continue music
Continue music
Cheering and Fast Music
Epic Music
Epic Music
Hockey Buzzer, Fast music
11
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Players throw up their
sticks in celebration
We remain warriors
We are Kings
Kings Logo
#NoBackingOut
Fast music

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Client: FOX SPORTS
Product: #Nobackingout Campaign
Title: NO OUT OF BOUNDS
Length: 30 seconds
T3B+S >UB3S
Multiple slow aerial shots of full
stadiums of fans, cheering
QUICK CUTS of the beginning of
games: Basketball court - ball is
thrown up
Football field - men ready for kick off
**whistle, Baseball field - player on
the plate **organ(?)
QUICK CUTS: A few dribbles, A few
yards run, one jaunt to first base.
CHEERING, FAST MUSIC
QUICK CUTS: MUSIC 8
CHEERING STOP, **Bball horn,
Football whistle, Baseball organ all
blown as quick cuts of stopped game
Pump up Music
Horn
Whistle and Organ
Cheering and Fast Music
Horn, Whistle, Organ
12
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play ball gets knocked
out of bounds, flag on
the play, foul ball..multiple 'boring'
shots of players waiting on the field,
on the base, messing around on the
court.
FAST PACED SHOTS OF PLAYS
ON THE ICE DUCKS//KINGS
PLAYING
players slammed against the glass,
shots on goal, players skating behind
the goal net
THE DUCKS RAISING THE
STANLEY CUP
Over black: No foul balls. No flags on
the play. No backing out. (last one
bigger, more centered)
ANNCR: Ball is out of bounds Foul ball
player down flag on the play
Hockey Buzzer, Fast music
Power Play! He's handing out checks like it's the
first of the month! Unbelievable
The Ducks win the Stanley Cup

Client: FOX SPORTS
Product: #Nobackingout Campaign Radio Spot
Title: NO OUT OF BOUNDS
Length: 30 seconds
B3-+RP3SN5 5R-3*P
ACR 1 [Male, Deep, clear voice|
NAT SOUND: Basketball plays in the
background
SFX: BUZZER SOUNDS
CROWD (Audience)
NAT SOUND: Stadium full of fans
ACR 2 [ Football Announcer|
NAT SOUND: Coliseum full of fans
ACR 3 [Baseball Announcer|
NAT SOUND: Baseball organ with slight
sound from fans
[FADE INTO PUMP UP MUSIC|
Now we have Bryant going for the 3 pointer
[EXCITIED, FAST SPEECH|
And the buzzer has sounded [DISAPPOINTING TONE|
Crowed Boos [LOUD, 3 SECOND DURATION|
And he goes for the touchdown. Oh and its out of
bounds. [STARTS OFF FAST SPOKEN, WHEN PLAY
GOES OUT OF BOUNDS OCCURS LESS EXCITED
TOWN|
And yet another fowl ball [IN A DISAPPOINTING
VOICE|
13
!""#$%&'
Hockey Fans
Hockey Announcer
Hockey spokesman
SFX: Dramatic Music
Cheering by fans [LOUD, EXCITED, PASSIONATE|
Number 10 is going, he's whipping through the ice, and
another power play! He makes yet another shot! The
Ducks have the puck now, the action doesn't stop!
[PASSIONATE, EXCITING, LOUD SPOKEN|
No foul balls.
No flags on the play.
No out of bounds
No backing out.
[SFX: STARTS RIGHT AS SPOKEMAN BEINGS TO
SPEAK. SPOKES PERSON PORTRAYS A VERY
CONFIDENT TONE|

S<G"<&V5E0"/G L&?"/ 5/ADG& *E.=.
14
!""#$%&'
13
!""#$%&'
16
IMC Overview: FOX Sports West
!"#$% '()*+ ,-.- /)01*2
Allison, P. (2013, June 10). The revenue side of the NBA and NHL finals. !"#$%&'()* . Retrieved
October 8, 2013, from http://smartblogs.com/finance/2013/06/10/the-revenue-side-of-the-
nba-and-nhl-finals/
Belch, G. E., 8 Belch, M. A. (2009). Advertising and promotion: an integrated marketing
communications perspective (9th ed.). Boston: McGraw-Hill Irwin.
Billboard Source, Inc.. (n.d.). Billboards (Bulletins). +,-(($ / 01%-(($ 2-34$%5*5,) 6$(-17%* .
Retrieved November 6, 2013, from http://www.billboardsource.com/products.php
Carter, D. (2013, October 2). Telephone interview.
Cavanaugh, L. (Director) (2013, October 14). Broadcast Media . MKT 403: Advertising and
Promotion Management . Lecture conducted from University of Southern California , Los
Angeles
Corso, R. (n.d.). Football Continues to be America's Favorite Sport, the Gap With Baseball
Narrows Slightly this Year. 8#$$5* +,%4$#7%534. Retrieved October 8, 2013, from
http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/ctl/ReadCustom
%20Default/mid/1308/ArticleId/1136/Default.aspx
Cost of Radio Advertising in Los Angeles, CA. (n.d.). 94*(1$74* :($ ;,%$4<$4,41$* #% =#4>'4$
?4,%1$4*. Retrieved November 13, 2013, from http://www.gaebler.com/Cost-of-Radio-
Advertising-In-LosAngeles---CA
Crampton, J. (2013) IBISWorld Industry Report 71121a. Sports Franchises in the US. Retrieved
October 10, 2013 from IBISWorld database.
;*$5 @ =+! A#<<5,) !(:%B#$4C !('1%5(,*C !4$3574*C A#< 2<<*C #,- D#%#. Retrieved October 21,
2013, from http://www.esri.com/
Esri. (2013, March). E#<4*%$F !4)"4,%#%5(, 94:4$4,74 =15-4. Redlands, CA: ESRI/InfoUSA.
G#7% &((H. Team Marketing Report. Retrieved from
https://www.teammarketing.com/btSubscriptions/fancostindex/index
History. (n.d.). D17H* 85*%($F. Retrieved November 2, 2013, from
http://ducks.nhl.com/club/page.htm?id44130
National Hockey League, 1183 Avenue Of The Americas, New York, NY 10036.
(212) 789-2000. (www.nhl.com)
Friedrichs, Matt (2010, February 4). 8#'' (: G#"4 *4'47%5(, <$(74**4*. Retrieved from
http://sports.espn.go.com/espn/commentary/news/story?id4887124
1
IMC Overview: FOX Sports West
PEW Research Center. (2006, June 14). Americans to Rest of World: Soccer Not
Really Our Thing. 64B !(75#' D4"()$#<I57 E$4,-* 9!! . Retrieved October 30,
2013, from http://www.pewsocialtrends.org/2006/06/14/americans-to-rest-of-world-
soccer-not-really-our-thing/
Primer Magazine. (n.d.). 6$5"4$ 9!!. Retrieved November 1, 2013, from
http://www.primermagazine.com/2008/learn/everything-you-need-to-know-to-survive-a-
conversation-on-sports
Rosen, Jon (2013, October 1). 0, =(#' E4,-5,) J("<4%5%5(, #,- J#"#$#-4$54K Retrieved from
http://lakingsinsider.com/2013/10/01/on-goaltending-competition-and-camraderie/
TICKETS. (n.d.). L5,)* 85*%($F. Retrieved November 2, 2013, from
http://kings.nhl.com/club/page.htm?bcid27364
2