AUBURN TIGERS

Transcription

1 AUBURN TIGERS

2 OVERVIEW Did you know 90% of fans revealed that a company s sponsorship of Auburn Athletics favorably affects their purchasing decisions! In the state of Alabama, nothing commands the attention of people like college sports. To quote one journalist, Southerners embrace college football the way third-graders embrace summer vacation. Build Brand Awareness The Auburn ISP Sports Network delivers Auburn athletics to a loyal, participative audience across the entire state of Alabama - and beyond - through multimedia advertising, marketing and promotional vehicles. Advertisers and marketers with a statewide or regional interest can utilize Auburn ISP Sports Network as a one stop shop. Reach Your Target Audience A myriad of opportunities exist in the Auburn ISP Sports Network marketing stable, including: Statewide Radio Stadium & Arena Signage Promotional Licensing Consumer & Event Promotions Statewide & Regional Television Publications Coaches Endorsements Internet Increase Sales

3 AUBURN SUPERLATIVES The Auburn ISP Sports Network provides businesses with a direct line of Influence and communication to the large, devoted, and loyal Auburn fan base. For 17 consecutive seasons Auburn has averaged at least 80,000 fans at home football games Auburn has a total of 20 National Championships in various sports Auburn has 67 SEC Championships to its credit Jordan-Hare Stadium is the nation s 10th largest on-campus venue in the country On football Saturdays, Jordan-Hare Stadium become s the fifth (5th) largest city in the state of Alabama Auburn will open a brand-new, state of the art $90 million dollar basketball arena Summer of 2010 Auburn has finished in the Top 25 of the Athletic Director s Cup Competition 12 of the last 14 years Auburn s beloved costumed mascot, Aubie, is a six-time UCA National Champion Auburn alumni live in all 50 states, with the largest concentration of living alumni residing in Alabama and Georgia

4 DEMOGRAPHICS WHO IS LISTENING, WATCHING & READING? 59% of AU Fans are years old 81% of AU Fans have had college experience 50% of AU Fans income ranges $50K - $100K 20% of AU Fans income exceeds $100K On-Site Fan Surveys Show 58% of fans are largely unique visitors, attending fewer than four games per season 86% of those that attend Auburn football games are mixed-gender parties, the majority of which are in groups of three (3) or more. 25% of the fans attending Auburn football games are age 24, or younger, while 59% are age On-average, 1 in 10 fans listen to the radio broadcast while attending Auburn home games. Of fans that attend 5+ home football games, 65% Always or Sometimes listen to the post-game radio show on the Auburn ISP Sports Network. 79% of interviewees own their own home 52% of those surveyed are season ticket holders.

5 THE AUBURN BRAND Use of official Auburn University logos and trademarks for promotional purposes ties your company s business with one of the most recognizable icons in the state of Alabama and the Southeast. Promotional Rights and Use of Official Logo Your company may secure the right to utilize official Auburn University trademarks and logos in all forms of advertising and promotional endeavors; specifically to include uses in all forms of media, such as local radio, print, TV, outdoor and internet mediums Additionally, your company may use the logos in point-of-sale materials and in conjunction with other store promotional materials such as register-to-win contests, point-of-sale materials, in-store collateral materials, etc. Any and all uses of the Auburn trademarks and logos must be submitted to the Auburn ISP Sports Network for conceptual approval, as well as final artwork approval, prior to implementation in the marketplace

6 2010 FOOTBALL SCHEDULE There are eight (8) home football games in 2010! DATE OPPONENT SITE Sept. 4 ARKANSAS STATE AUBURN Sept. 9 Mississippi State Starkville, MS Sept. 18 CLEMSON AUBURN Sept. 25 SOUTH CAROLINA AUBURN Oct. 2 LOUISIANA MONROE AUBURN Oct. 9 Kentucky Lexington, KY Oct. 16 ARKANSAS AUBURN Oct. 23 LSU AUBURN Oct. 30 Ole Miss Oxford, MS Nov. 6 UT-CHATTANOOGA AUBURN Nov. 13 GEORGIA AUBURN Nov. 26 Alabama Tuscaloosa, AL

7 TELEVISION The Auburn ISP Sports Network produces three high-quality television Programs that bring Auburn Tiger athletics into viewers homes each week during football and basketball seasons. The Auburn Football Review, featuring Head Football Coach Gene Chizik, exclusive video highlights, and Coach s comments and insights The Auburn Football: Every Day, a half-hour reality-based show giving fans a behind-thescenes look at the Auburn Tigers football teams. The Auburn Basketball Review, featuring Auburn s Head Basketball Coach, giving viewers an inside look at Auburn Basketball CSS Tape-Delayed Broadcasts, featuring a minimum of 20 live or tape-delayed events throughout the athletic year. Football, Basketball, Gymnastics and Baseball games are all covered and aired in homes throughout 10 states in the southeast.

8 TELEVISION AFFILIATES & SHOWTIMES Athens Auburn Birmingham Birmingham WTZT-TV Channel 11 Auburn Football Every Day: Sun 8:00pm CT & Mon 6:00pm CT Auburn Football Review: Sun 8:30pm CT & Mon 6:30pm CT WLGA-TV 66 Auburn Football Review: Sun 12:30pm CT Auburn Football: Every Day: Sat 9:30am CT ABC 33/40 Auburn Football Review: Sun 11:05pm CT Auburn Football: Every Day: Sat 10:30am CT Auburn Basketball Review: Sat 11:00am CT ABC Weather Now (33.2/40.2) Auburn Football Review: TBD (33.2) Auburn Football: Every Day: TBD (40.2) Jacksonville Mobile Montgomery Montgomery WJXS-TV 24 Auburn Football Review: Tues 8:00pm CT Auburn Football: Every Day: Fri 7:30pm CT Auburn Basketball Review: Check local listings WJTC-TV Channel 44 Auburn Football Review: Sun 5:30pm CT Auburn Football: Every Day: Sat 10:00am CT Fox 20, WCOV-TV Auburn Football Review: Sun 9:35pm CT Auburn Football: Every Day: Fri 12:00 Midnight CT Auburn Basketball Review: Check local listings Fox 20 Accuweather Auburn Football: Every Day: Fri 7:00pm & Sat 10:00am CT Columbus Columbus Decatur WRBL-TV, Channel 3 Auburn Football Review: Sun 11:00pm ET/10:00pm CT Auburn Football: Every Day: Sat 6:30am ET/5:30am CT WRBL-TV, RTV Auburn Football Review: TBD Auburn Football: Every Day: Sat 10:00am ET/9:00am CT WTZT-TV Channel 11 Auburn Football Every Day: Sun 8:00pm CT & Mon 6:00pm CT Auburn Football Review: Sun 8:30pm CT & Mon 6:30pm CT Southeast Southeast Worldwide CSS (Comcast Sports Southeast) Auburn Football Review: Mon 3:30pm CT Auburn Football: Every Day: Fri 3:00pm CT Auburn Basketball Review: Check local listings Cox Sports Television (CST) Auburn Football Review: Tues 4:30 CT Auburn Football: Every Day: Fri 6:00 pm CT AuburnTigers.com All Access On Demand Dothan WTVY-TV, Channel 4 Auburn Football Review: Sun 11:30pm CT Auburn Football: Every Day: Sat 10:30am CT Huntsville Fox 54, WZDX-TV Auburn Football Review: Sun 10:00pm CT Auburn Football: Every Day: Fri 11:00pm CT Auburn Basketball Review: Sat 11:30am CT Huntsville My Network TV, WAMY 8 Auburn Football Review: Mon 7:30am CT Auburn Football: Every Day: Sun 8:30am CT Auburn Basketball Review: Mon 7:30am CT Huntsville WTZT-TV Channel 11 Auburn Football Every Day: Sun 8:00pm CT & Mon 6:00pm CT Auburn Football Review: Sun 8:30pm CT & Mon 6:30pm CT

9 TELEVISION CSS televises all Auburn football games on a tape-delayed basis as well as basketball and baseball games on a tape-delayed and often live basis. Minimum of 20 events. CABLE SYSTEMS IN OTHER STATES Arkansas (74,000 HH) Florida (1,800,000 HH) Georgia (1,200,000 HH) Kentucky (100,000 HH) CABLE SYSTEMS IN ALABAMA Abbeville Albertville Alexander City Arab Auburn/Opelika Birmingham Centerpoint Dadeville Dauphin Island Decatur/Athens Dothan Eufaula Fairfield Florence/Sheffield Gadsden Guntersville Hartselle Heflin Homewood Hoover Huntsville Jasper Lanett Lafayette Leeds Mobile/Pensacola Montgomery Moulton Northport Ozark Prattville Roanoke Russellville Selma Scottsboro Sylacauga Talladega Troy Tuscaloosa Tuskegee Total Alabama Homes: 533,000 Mississippi (139,000 HH) North Carolina (68,000 HH) South Carolina (302,000 HH) Tennessee (1,100,000 HH ) VA & West VA (31,000 HH) Total Households in 10 Southeastern States: 5.5 million

10 RADIO GAME BROADCASTS Did you know 97% of Auburn Fans always or sometimes listen to Auburn athletic events on the radio; while 73% of fans surveyed prefer to listen to the Auburn ISP Sports Network, despite the fact the event is televised. *New South Research Football Radio Broadcast Statewide coverage is the hallmark of the Auburn ISP Sports Network s exclusive coverage of Auburn football. All home and away games are broadcast to the entire state of Alabama, XM Satellite Radio and beyond. Each network football broadcast spans some seven hours from start to finish and includes: The Tiger Tailgate Show Interviews with Head Coach Gene Chizik Exclusive post-game locker room interviews An interactive post-game scoreboard show with fans and coaches Jordan-Hare & Away Game Radio The Auburn ISP Sports Network also makes sure fans at the stadium do not miss a single play. Game broadcasts, along with network commercials and in-stadium commercials, can be heard throughout the concourses and other areas of Jordan-Hare Stadium Broadcasts are provided to Auburn fans at away games as well via low-power FM signal on site Basketball Radio Broadcast Auburn men s basketball games are offered statewide via the Auburn ISP Sports Network to a full compliment of affiliates that blanket the state of Alabama and the broadcasts are offered via the Internet and select games are also offered on Sirius Satellite Radio. Rod Bramblett, Voice of the Tigers, calls the action along with former Tiger Daymeon Fishback. Baseball Radio Broadcast Auburn boasts one of the top collegiate baseball programs in the country and the Auburn ISP Sports Network is proud to deliver coverage of Auburn Baseball to more than 19 affiliate stations throughout the state and parts of Georgia. Rod Bramblett and Andy Burcham call the baseball games offered on the network, including all SEC matchups, post-season and select non-conference games. Locally, all games can be heard on affiliated stations WMXA-FM and WKKR-FM.

11 AUBURN FOOTBALL COVERAGE MAP Auburn network commercial spots can be heard nationwide on XM Satellite Radio.

12 AUBURN FOOTBALL RADIO AFFILIATES Abbeville WESZ-FM 98.7 Alexander City WKGA-FM 97.5 WMXC-FM 99.9 Andalusia WAAO-FM Anniston WCKA-AM 810 WCKA-FM 94.3 Auburn/Opelika WKKR-FM 97.7 Bainbridge, GA WBGE-FM Blackshear, GA WFNS-AM 1350 Birmingham WAPI-FM WAPI-AM 1070 Brunswick, GA WSFN-AM 790 Centre WEIS-AM 990 WEIS-FM Colquitt, GA WCOQ-FM 90.5 Columbus, GA WVRK-FM Cullman WKUL-FM 92.1 Decatur WHOS-FM 800 Dothan WJRL-FM Evergreen WPPG-FM Fairhope WABF-AM 1220 Foley WHEP-AM 1310 WHEP-FM 92.5 Fort Payne WZOB-AM 1250 Fort Walton Beach, FL WZFN-AM 1400 Gadsden WGAD-AM 930 Greenville WQZX-FM 94.3 Gulf Shores WCSN-FM Guntersville WTWX-FM 95.9 Hackleburg WFMH-FM 95.5 Haleyville WJBB-FM 92.7 Hattiesburg, MS WBKH-AM 950 Huntsville WTAK-FM 106.1/106.5 WBHP-AM 1230 Jasper WJBE-FM 88.5 McComb, MS WHNY-AM 1250 Mobile WNTM-AM 710 Montgomery WLWI-FM 92.3 WMSP-AM 740 Moulton WALW-FM 98.3 Oneonta WCRL-AM 1570 Panama City, FL WLTG-AM 1430 Pensacola / Flomaton WPFL-FM Roanoke/LaGrange WELR-FM Rome, GA WLAQ-AM 1410 Scottsboro WZCT-AM 1330 Selma WHBB-AM 1490 WDXX-FM Sheffield / Shoals Area WBTG-FM Spartanburg, SC WASC-AM 1530 Thomasville WJDB-FM 95.5 WJDB-AM 630 Troy WTBF-AM 970 Tuscaloosa WDGM-FM 99.1 Vernon WJEC-FM WVSA-AM 1380 XM Satellite Radio

13 AUBURN BASKETBALL COVERAGE Auburn network spots can be heard nationwide on XM Satellite Radio. Abbeville Alexader City Andalusia Anniston Auburn/Opelika Birmingham Centre Colquitt, GA Columbus, GA Cullman Decatur Dothan Evergreen Foley Fort Payne Gadsden Greenville Guntersville Haleyville Huntsville Jasper Mobile Montgomery Moulton Oneonta Panama City, FL Pensacola / Flomaton Roanoke/LaGrange Scottsboro Selma Sheffield / Shoals Area Thomasville Tuscaloosa Vernon WESZ-FM 98.7 WKGA-FM 97.5 WAAO-FM WCKA-AM 810 WCKA-FM 94.3 WKKR-FM 97.7 WAPI-FM WAPI-AM 1070 WEIS-AM 990 WEIS-FM WCOQ-FM 90.5 WSHE-AM 1270 WKUL-FM 92.1 WHOS-AM 800 WJRL-FM WPPG-FM WHEP-AM 1310 WHEP-FM 92.5 WZOB-AM 1250 WGAD-AM 1350 WQZX-FM 94.3 WTWX-FM 95.9 WJBB-FM 92.7 WBHP-AM 1230 WJBE-FM 88.5 WNSP-FM WMSP-AM 740 WLWI-FM 92.3 WALW-FM 98.3 WCRL-AM 1570 WLTG-AM 1430 WPFL-FM WELR-FM WZCT-AM 1330 WHBB-AM 1490 WDXX-FM WBTG-AM 1290 WBTG-FM 94.3 WTDR-FM 92.7 WJDB-FM 95.5 WJDB-AM 630 WDGM-FM 99.1 WJEC-FM WVSA-AM 1380

14 AUBURN BASEBALL RADIO AFFILIATES Abbeville WESZ-FM 98.7 Auburn/Opelika WKKR-FM 97.7 Birmingham WAPI-AM 1070 Colquitt, GA WCOQ-FM 90.5 Cullman WKUL-FM 92.1 Evergreen WPPG-FM Foley WHEP-AM 1310 WHEP-FM 92.5 Guntersville WGSV-AM 1270 Jasper WJBE-FM 88.5 Montgomery WMSP-AM 740 Oneonta WCRL-AM 1570 Pensacola / Flomaton WPFL-FM Roanoke/LaGrange WELR-FM WELR-AM 1360 Scottsboro WZCT-AM 1330 Selma WHBB-AM 1490 Thomasville WJDB-AM 630 Tuscaloosa WDGM-FM 99.3

15 NETWORK RADIO PROGRAMMING Did you know 97% of Auburn Fans always or sometimes listen to Auburn athletic events on the radio; while 73% of fans surveyed prefer to listen to the Auburn ISP Sports Network, despite the fact the event is televised. *New South Research Tiger Talk Tiger Talk is a radio talk show geared Specifically to Auburn athletics and Auburn coaches Tiger Talk offers fans the chance to call-in and interact with coaches, questions, or even participate in broadcasts on location. The show airs on Thursday evenings at 7 PM for 30 consecutive weeks from August through March Tiger Clips Daily Sports Report Tiger Clips is a daily sports report that airs on radio stations across the state of Alabama. The report airs 200 weekdays per year on approximately 40 radio affiliates. Co-Presenting sponsorship of this Auburn daily sports report includes one (1) :30 spot within the two-minute feature and opening & closing billboards

16 AUBURN TIGER TALK COVERAGE Abbeville WESZ-FM 98.7 Alexander City WKGA-FM 97.5 Andalusia WAAO-FM Anniston WCKA-AM 810 WCKA-FM 94.3 Auburn/Opelika WKKR-FM 97.7 WMXA-FM 96.7 Birmingham WAPI-FM WAPI-AM 1070 Centre WEIS-AM 990 WEIS-FM Colquitt, GA WCOQ-FM 90.5 Columbus, GA WSHE-AM 1270 Cullman WKUL-FM 92.1 Decatur WHOS-AM 800 Dothan WJRL-FM Evergreen WPPG-FM Foley WHEP-AM 1310 WHEP-FM 92.5 Fort Payne WZOB-AM 1250 Gadsden WGAD-AM 930 Greenville WQZX-FM 94.3 Guntersville WTWX-FM 95.9 Haleyville WJBB-FM 92.7 Huntsville Jasper WBHP-AM 1230 WJBE-FM 88.5 Mobile WNSP-FM Montgomery WMSP-AM 740 WLWI-FM 92.3 Moulton WALW-FM 98.3 Oneonta WCRL-AM 1570 WKLD-FM 97.7 Panama City, FL WLTG-AM 1430 Pensacola WPFL-FM Roanoke/LaGrange WELR-FM Scottsboro WZCT-AM 1330 Selma WHBB-AM 1490 WDXX-FM Shoals Area WBTG-AM 1290 WBTG-FM Thomasville WJDB-FM 95.5 WJDB-AM 630 Troy WTBF-AM 970 Tuscaloosa WDGM-FM 99.1 Vernon WJEC-FM WVSA-AM 106.5

17 DAILY SPORTS REPORT COVERAGE Abbeville WESZ-FM 98.7 Alexander City WKGA-FM 97.5 Andalusia WAAO-FM Auburn/Opelika WKKR-FM 97.7 WMXA-FM 96.7 Birmingham WAPI-FM WAPI-AM 1070 Centre WEIS-AM 990 WEIS-FM Colquitt, GA WCOQ-FM 90.5 Columbus, GA WSHE-AM 1270 Cullman WKUL-FM 92.1 Decatur WHOS-AM 800 Dothan WJRL-FM Evergreen WPPG-FM Foley WHEP-AM 1310 WHEP-FM 92.5 Fort Payne WZOB-AM 1250 Gadsden WGAD-AM 930 Greenville WQZX-FM 94.3 Guntersville WTWX-FM 95.9 Haleyville WJBB-FM 92.7 Huntsville WBHP-AM 1230 Jasper WJBE-FM 88.5 Mobile WNSP-FM Montgomery WMSP-AM 740 Moulton WALW-FM 98.3 Oneonta WCRL-AM 1570 Pensacola / Flomaton WPFL-FM Roanoke / LaGrange WELR-FM Scottsboro WZCT-AM 1330 Selma WHBB-AM 1490 WDXX-FM Sheffield / Shoals Area WBTG-AM 1290 WBTG-FM Talladega/ Anniston WTDR-FM 92.7 Thomasville WJDB-FM 95.5 WJDB-AM 630 Tuscaloosa WDGM-FM 99.1 Vernon WJEC-FM WVSA-AM 1380

18 FOOTBALL SIGNAGE Jordan-Hare Stadium is the 12 th largest sport stadium in the NCAA. The average attendance of 87,451 and total annual attendance of 700,000 makes it the nation s 15 th largest football stadium on any level of competition. LED Board Full Stadium Digital Display Corporate name, logo or message displayed on 500' of LED digital message boards on stadium fascia. Locations: West Sideline (4'H x 250'L); East Sideline (4'H x 250'L) - Guaranteed five (5) minutes in-game & five (5) minutes pre/post game exposure. Ten (10) total minutes. LED Boards South Scoreboard LED Panels One (1) 13 H x 14 W rotating LED advertising panel on the new south end zone scoreboard / High Definition video board. North Scoreboard Tri-Vision Panels One (1) 5'9"H x 23'W tri-vision panel on the north scoreboard. South Scoreboard North Scoreboard Static Panels One (1) 5'7"H x 10'W static panel on the north scoreboard. North Scoreboard

19 FOOTBALL SIGNAGE For 18 consecutive seasons, Jordan-Hare Stadium has recorded an average of more than 80,000 fans per game each year. Concourse Signage Concourse Signage Opportunity to provide backlit static panels on "wayfinding" video displays in stadium concourse (twelve (12) panels per package). Play-Clock Signage Logo placement on 4'W X 5'H backlit static play-clock signage panel, located at each corner of the field, slightly elevated, viewable to the television viewing audience Play-Clock Signage Portal Signage One (1) 1'5" H x 3'3" W static panel located above portals. Sign faces fans as they leave their seats to enter the concourse - Minimum of three (3) sign purchase Portal Signage

20 AUBURN ARENA Auburn Arena is the brand new home to the Auburn men s basketball, women s basketball, and gymnastics teams. Arena capacity is 9,000. Scoreboard LED Ring Sponsor logo on the LED ring on the bottom of the scoreboard. Video Board Feature Opportunity to sponsor a unique video board feature on the centerhung video board at all home games Courtside Signage Rotating Pro-Ad LED signage that measures 2 x 37 with high TV audience visibility Courtside LED Concourse Signage Static Signage located above the entrances to each section of Auburn Arena on the lower bowl. Viewable by all fans circulating in the concourses, regardless of seat assignment.

21 EVENT IMPACT Survey s show that in person events can boost a customer s interest in buying a product by as much as 52%! -Advertising Research Foundation Game Sponsorships Available in all sports, sponsorship may packages include: scoreboard, public address and media exposure as well as temporary signage opportunities, tickets and premium giveaways. Game Day Promotions Establish a presence at Auburn athletic events with game day promotions by: sponsoring a contest, giveaway or special promotional night. Promotional Giveaways Distribution of premium items with official Auburn logo and company logo may be combined with game sponsorship. Couponing & Product Sampling Free samples and coupons to fans! Companies have the opportunity for exposure to a large audience before Auburn University sporting events.

22 HOSPITALITY Entertain guests, clients, or employees at one of the Auburn ISP Sports Network Hospitality events! Corporate Private Hospitality Private tent includes tables, chairs, and catering along with a television and satellite service, game programs and game tickets. Auburn ISP Network Hospitality Become a part of the Auburn ISP Network Hospitality pre-game event by becoming a corporate sponsor.

23 PRINT The Auburn ISP Network offers many different opportunities from fan guides, to ticket backs, to full-page ads in the award winning football game program. Auburn Football Illustrated, Auburn Basketball Illustrated & Plainsman Park Illustrated: Official Game Programs Color and black and white ads available in fullpage, half-page, and quarter-page ad sizes Covers for all publications are also available in color Other Print Opportunities Schedule Cards Schedule Posters Basketball Scorecards Baseball Scorecards Olympic Sports Digital Bowl Guides Tigers Unlimited Donor Magazine Tiger Roar is an upscale direct-mail magazine for Auburn Athletic donors and alumni. Published quarterly and has a yearly circulation of 60,000. Football Fan Guide A 40 page fan resource booklet that includes stadium diagrams, campus parking maps, gameday & tailgating rules & regulations, road game team information and campus/stadium maps, etc. 30,000 copies distributed

24 INTERNET AuburnTigers.com is the official website for Auburn University athletics. The website receives an average of 293,000 Unique Visitors per month during football season, more than 400,000 unique visitors per month are routinely recorded, resulting in an average of over 1.76 million Page Views per month. THE source for Auburn athletic information and entertainment on the World Wide Web. Site visitors from around the world are able to keep up with the latest Auburn athletic news, hear comments from Auburn coaches and players, order officially-licensed merchandise, listen to exciting radio calls in the audio archives, view video highlights, check schedules, listen to Auburn ISP Sports Network broadcasts LIVE, and watch selected home sporting events on a live basis. This multifaceted Internet site is heavily promoted through Auburn broadcasts and publications, as well as season ticket mailers, media guides, schedule cards and signage at athletic venues. There are a number of sponsorship and advertising opportunities available: Banner Ads 728 x 90 Skyscraper Ads 160 x 600 Micro-Banner Ads 160 x 70 In-Story Ads 300 x 250

25 ENDORSEMENTS Celebrity product endorsement opportunities with Auburn s head coaches and on-air personalities are available to companies wishing to enhance their association with Auburn Athletics. Coach s Endorsements Head Football Coach Gene Chizik, Head Basketball Coach, Head Baseball Coach John Pawlowski and Auburn ISP Sports Network Play-By-Play Announcer Rod Bramblett are available for image advertising or specific product endorsements for companies or corporations. Each of these personalities is available to appear in media, point-of-sale or other marketing collateral materials to promote products and services of certain companies or corporations. Specific availability varies, dependent upon the specific product and the type of campaign that is involved.

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