1. 3D IMPERATIVES

2. The “Media Imperative” concept The Media Imperative concept identifies product users according to their commitment to a medium • Those who are the heavy users of one medium • Those who can be reached by more than one medium.

3. Heavy Mag Readers Heavy Internet Heavy TV NEW IN PMB 2010 SPRING: 3D IMPERATIVES (1) A three dimensional view . . . . .

4. Heavy Internet Heavy Mag Readers • (2) Divide each medium into heavy/medium/light users. • Each cell categorized according to its media consumption. • Example : cell (H,H,H) is the cell containing people who are heavy consumers of all three media. HHH LLM LLH LLL Heavy TV Low TV

5. Defining 3D Imperatives Legend: H = Heavy and Medium/Heavy quintiles M/L = Medium, Medium/Light and Light quintiles

6. Example: RRSP monthly contributions How To Read: Magazine Imperative group has a higher propensity to make monthly contribution to RRSP (+35% above average) Internet/Magazine imperative group is a valuable combination of media, when targeting RRSP monthly contributors. (+36% above average)

7. Example: RRSP monthly contributions (2)

8. Example: Make-Up-Bought/Past 30 Days

9. Example: Beer–Personally Drank Past 6 Months

10. Example: Mascara-Used/Past 6 Months

11. For any questions, please call/email: hastings@pmb.cajenny@pmb.ca