Appendix 7.1: Sample Campaign Media Plan from Australia

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1 Appendix 7.1: Sample Campaign Media Plan from Australia Client: Campaign: CANCER INSTITUTE SMOKING CESSATION Primary Target: SMOKERS 18+ Media Buying Target: PEOPLE 18-39 This has been adapted, with permission, from the Cancer Institute, New South Wales, Australia. Status: APPROVED DEC JAN FEB W/C SUNDAY 3 10 17 24 31 7 14 21 28 4 11 School Holidays AUSTRALIAN OPEN TELEVISION 60% Peak : 40% Off Peak SYDNEY 30 seconds 80 80 80 40 15 seconds 80 80 80 80 SYDNEY 30 seconds 40 40 15 seconds 80 80 REG NSW (excluding Canberra) 30 seconds 80 80 80 40 15 seconds 80 80 80 80 REG NSW (excluding Canberra) 30 seconds 40 40 15 seconds 80 80 OUTDOOR REGIONAL OUTDOOR 1 1 AUSTRALIAN TRAFFIC NETWORK 8 second tags (News & Weather spots can be included) Sydney Metro Mon - Sun 110 110 110 Newcastle Mon - Sun 24 24 24 Wollongong Mon - Sun 12 12 12 Central Coast Mon - Sun 24 24 24 CINEMA SYDNEY and REG NSW 30 sec 155 155 155 155 155 NESB COMMUNITY RADIO, PRINT, IMPARJA AND SBS Total Campaign Reach - 86% Av Freq - 8.7 Notes 7.28 Global Dialogue Campaign Tool Kit

2 7 Advertising TE Period: Client: CANCER INSTITUTE 2006 CANCER Period: INSTITUTE 2006 Period: 2006 TION : Plan No.Campaign: SMOKING CESSATION 3 SMOKING Plan No. CESSATION 3 Plan No. 3 arget: SMOKERS Area: Primary 18+ Target: NSW SMOKERS Area: 18+ NSW Area: NSW ing Target: PEOPLE Media Prepared:18-39Buying Target: 24.11.06 PEOPLE 18-39 Prepared: 24.11.06 Prepared: 24.11.06 Revised:Status: APPROVED 27.11.06 APPROVED Revised: 27.11.06 Revised: 27.11.06 FEB JANDEC MAR FEB JAN APRMAR FEB TOTAL APR UNIT MAR GROSS TOTALNET APR UNIT GROSS TOTAL NET UNIT 37 11 10 14 18 17 21 25 24 28 4 31 11 4 7 11 18 14 18 25 21 25 2 28 4 9 4 11 16 11 18 23 18 25 30 25 UNITS 2 49 11 COST 16 18 23 COST25 30 2UNITS COST9 16 COST 23 COST30 UNITS COST COST $ $ $ $ $ $ $ 80 80 40 80 80 40 280 280 280 80 80 80 80 80 80 320 320 320 40 40 40 40 40 40 40 40 40 40 40160 160 160 80 80 80 80 80 80 80 80 80 80 80320 320 320 80 80 40 80 80 40 280 280 280 80 80 80 80 80 80 320 320 320 40 40 40 40 40 40 40 40 40 40 40160 160 160 80 80 80 80 80 80 80 80 80 80 80320 320 320 1 1 3 1 3 3 1 1 1 1 1 on 110- Sun 110 110 110 110 110 110 110 110 110 110 110 110550 550 550 on24- Sun 24 24 24 24 24 24 24 24 24 24 24 24120 120 120 on12- Sun 12 12 12 12 12 12 12 12 12 12 12 12 60 60 60 on24- Sun 24 24 24 24 24 24 24 24 24 24 24 24120 120 120 155 155 155 155 155 155 155 155 775 775 775 paign Total Campaign Total Campaign 6% Reach - 86% Reach - 86% .7 Av Freq - 8.7 Av Freq - 8.7 TOTAL TOTAL TOTAL GRAND TOTAL GRAND TOTAL GRAND TOTAL 7.29

3 Appendix 7.2: Sample Campaign Media Plan from New Zealand This campaign media plan was developed by The Quit Group, New Zealand. The costs are listed in New Zealand dollars. The conversion to U.S. dollars is approximately 1.00 NZD = 0.72 USD. MEDIA SCHEDULE CLIENT The Quit Group STATUS PLANNED PRODUCT All Activity MARKET National AUDIENCE All People 25-44, Lower Socio's 4-6 PERIOD July 2006 - June 2007 DATE 29-Mar-06 SCHEDULE NO 888K REBATE JUL AUG SEP OCT COST TOTAL 7% 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 1 Secondhand Smoke Activity DS DS DS DS DS DS Estimated Calls 28,474 800 900 600 930 930 930 614 550 500 450 450 400 400 350 350 560 560 560 515 4 NATIONAL TELEVISION Video Diaries 30" One $357,300 25,011 332,289 400 500 Two $307,395 21,518 285,877 $158,800 $198,500 Lung Tar Every Cigarette 200,983 14,069 186,914 200 $103,733 15" Quit Line 66,090 4,626 61,464 100 $31,080 Maori TV 23,040 1,613 21,427 $3,840 $3,840 $3,840 TOTAL (excl. GST) $ 887,971 7.30 Global Dialogue Campaign Tool Kit

4 7 Advertising GRAHAM STRATEGIC No.13, Level 2 The Tea Store, 20 Egmont St, Wellington Ph: (04) 384 1909 Fax: (04) 384 0135 - June 2007 SEP OCT NOV DEC JAN FEB MAR APR MAY JUN 7 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 DS DS DS DS DS DS WSFD Easter 00 450 450 400 400 350 350 560 560 560 515 465 420 420 415 333 320 0 62 500 800 900 600 930 930 930 600 550 550 500 450 450 400 400 740 740 740 500 450 580 400 350 350 350 400 500 $136,620 $170,775 Lung Tar Heart Attack 200 250 $103,733 $97,250 100 150 $31,080 $35,010 $3,840 $3,840 $3,840 $3,840 7.31

5 Appendix 7.3: Sample Media Plan Summary, Including Earned Media from Canada This media plan summary was provided by Niki Legge, Director of Cessation Initiatives and Tobacco Control, Lung Association of Newfoundland and Labrador, Canada. The costs are listed in Canadian dollars. The conversion to U.S. dollars is approximately 1.00 CAD = 0.93 USD. 7.32 Global Dialogue Campaign Tool Kit

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