Autotrader.com Users vs. General US Population (index = 100) Profile Point AutoTrader.com Online Index Male 159 Automobile Parts (purchased in last 6 mo.) 346 DIY - Automotive 354 DIY – Home Improvement 291 Camping / Fishing Equipment (purchased in last 12 mos.) 209 Oil Change (purchased or performed in last 12 mos.) 386 Auto Accessories (purchased in last 6 mos.) 262 Autozone 20.5 225 NAPA Auto Parts 12.8 248 Pep Boys 5.9 174 Source: 2001 MRI Database and @plan., Inc. Data is based on US Adult active Online population (18+). 134,900,000 In-store Shopping (last 30 days) AT.com % Comp. Index

Buy Formula Shell at Advance Auto Parts

PRINT: Over 9.5 Million copies AutoTrader, Truck Trader, and Auto Mart Magazines print advertising campaign ONLINE: Over 100 Million Impressions Online advertising campaigns across AOL & AutoTrader.com and Direct Email campaigns Auto Trader (82 Eds.) & Truck Trader (47 Eds.) (estimated 8 week circulation: 2,101,600) Auto Mart (76 Eds.) (estimated 8 week circulation: 7,552,000) (estimated 8 week impressions: 50,000,000) (estimated 8 week impressions: 50,000,000) Multimillion dollar offline and online advertising campaign Co-Branded Media Support Direct Email (estimated emails sent: 2,000,000)

Advertising and Creative Details Autotrader.com , the world’s biggest and best used car site, is offering Advance Auto Parts and Shell an opportunity to reach millions of used car consumers via an advertising driver to buy FormulaShell Synthetic at Advance supported with an online promotion. This campaign will drive retail traffic and deliver a unique branding message via placements in all relevant areas of Autotrader.com, targeting a predominantly male audience and the used vehicle market. The strategy of the campaign will consist of the following components: 1. Geo-Targeted placements in Vehicle Search Process. 2. Content sponsorship in Car Care section. 4. Road Trip promotion participation.

Geo-Targeting on Search Results Pages The Autotrader.com users perform over 25 million monthly vehicle searches for used cars and trucks. Studies show that the used vehicle buyer is extremely likely to perform cosmetic and mechanical maintenance on their ‘new’ used car shortly after the purchase. Advance and Shell will target this audience around Advance stores through DMA or zip-code targeted ad units, which include rich media banners (DHTML, Java, Flash, PointRoll) and out-of-banner placements. 468x60 Rich-media banner 120x600 Vertical Banner 468x85 Liner Ad (Dealer Tile)

Model Year Targeting (rich-media ad example) The PointRoll Banner This innovative ad unit starts like a regular banner and expands upon mouse rollover.

Model Year Targeting (rich-media ad example) Out-of-banner (Eyeblaster) This technology allows for a totally new way of communicating on the web. Our imagination is the only limit to what can be accomplished creatively. Autotrader.com has run several Eyeblaster campaigns with great results.

Model Year Targeting (cont.) Out-of-banner (Eyeblaster) The spot can ‘linger’ on the page after initial display.

Car Care Placements Advance Auto Parts and Shell will receive fixed placements in the Car Care area which can feature offers in vertical banners and/or horizontal PointRoll banners. In addition, the Home Page “Car Care box” will feature a DIY-related link to an article presented by Shell and Advance. Advance and Shell are welcome to provide relevant and impartial content to be included in the Car Care area. Each submitted article that is featured will include a credit to Advance and Shell. All submissions must be reviewed by the AT.com editorial staff. 120x600 Vertical Banner