Media Operations/Capabilities for Agency
03-1012356-684

With the aid of the most recent and innovative computerized media
management tools, our media department can expertly coordinate the
planning, evaluating, and buying of media. The first step in our
media planning is to acknowledge and identify conditions influencing
plan directions and development. Among those factors taken into
consideration are:

• A DETERMINATION OF THE TARGET AUDIENCE. Demographic
and psychographic characteristics of potential target audiences are
closely monitored and measured relative to data pertaining to consumer
profiles and media dissemination.

• CREATIVE CONSIDERATIONS. The judged impact of the message
in available media is an important factor in arriving at the most
effective media plan. Each potential media vehicle is evaluated to
determine which will best execute the message.

• POST-ANALYSIS. An effective media plan can continue to be effective
only by comparing projected results to actual achievement. Our media
department gauges the productivity of each media plan to ensure the
best possible program and make any necessary modifications to future
buys.

After these elements have been identified, the media objectives and
subsequent strategies and rationale can be developed. Determination
of the media to be used is largely the result of the influencing
conditions addressed previously.