UNITED STATES DISTRICT COURT FOR THE ... - LCD Class Action

Case3:07-md-01827-SI Document6141-11 Filed07/12/12 Page6 of 138
14. A 30-second television advertisement will run over a period of two weeks
on cable networks that may include CNN, CNBC, DIY, Fox News Channel, HGTV, Golf
Channel, MSNBC, and the Science Channel.
15. For the purpose of evaluating the strength and efficiency of the media, the
national newspaper supplements, national consumer magazines and Internet banner
advertising were measured against the target audiences to establish the estimated reach 8
of the media program and the estimated frequency 9 of exposure to the media vehicles. An
estimated 85.0% of Adults 25 years and older with a household income of $60,000 or
more will be reached with an average estimated frequency of 3.5 times. An estimated
83.7% of Adults 25 years and older will be reached with an average estimated frequency
of 3.6.
16. All print advertising will carry a toll-free number, text messaging code,
and a website address for potential Class Members to request or access the Class Notice.
Online Media
17. An informational, interactive website is a critical component of the Notice
Program. A website is a constant information source instantly accessible to Class
Members. The site will utilize the Internet’s ability to serve as a key distribution channel
and customer service bureau.
18. A website will be established at www.LCDclass.com to enable potential
Class Members to get information about the claim.
19. Appropriate keywords will be sponsored on the Google, Yahoo!, and Bing
search engines to encourage Class Members to visit the website.
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Reach is the estimated percentage of a target audience reached through a specific media vehicle or combination of
media vehicles.
9
Frequency is the estimated average number of opportunities an audience member has to see the notice.
DECLARATION OF KATHERINE KINSELLA
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