.

             Purchased print advertising, paid for directly by Techno Genie, will target parents of young and pre-teen children. The primary national magazine of choice is Parents magazine. Regional magazines and newspapers targeting children, such as Baltimore's Child, will also be in the first wave of advertising purchases.

             Newspapers will generally not be used because they do not deliver the target audience, with one exception, USA Today. Advertising will be placed in USA Today because it is the only truly national newspaper except the Wall Street Journal and Christian Science Monitor and because it is generally read by a younger demographic-those with children-than the Wall Street Journal.

             Broadcast advertising.

             Television.

             As noted in the previous document, at first television advertising will not be used because it reaches too broad a demographic. However, an exception will be made to that consideration if stations with appropriate demographics are located and they will allow the airing of an infomercial about the Techno Genie. There are two reasons for this. First, if the demographics of such a station do deliver sales, then the sale itself, being made via phone after the infomercial ends, gives Techno Genie a chance to do further market research. Second, it would place Techno Genie first in the public mind should any imitators arise.

             Radio.

             Unfortunately, there is no single national radio station except NPR, making the use of radio difficult for Techno Genie's advertising purposes. However, in the biggest regional markets-those with the best demographics-air time will be purchased. The demographic desired, parents of children 8 to 18, is likely to be commuting by car and will be adequately reached by a typical flight of drive-time radio spots in a relatively cost-effective manner.

             Outdoor advertising.

             Outdoor advertising-billboards-is also perfect for this product. In addition to the fact that the demographic itself spends much time on the road, either going to and from work or taking children to sports and activities, billboards themselves still 'scream' at viewers in a way much other advertising does not.