Objectives: • Drive consideration, purchases and registrants to the Target Baby Registry. • Develop a program designed to keep Target top of mind among all expecting moms. Target: • W18-49, moms with kids under the age of 5. • Buying demo: W25-54. Activiated Concept: • Personality Radio (aka “Target Mommies”) • DJ Moms of kids 0-5 years old (male talent if they have a “new mom” wife for credibility) • :60 personality radio spots ran every day

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