Media Operations/Capabilities for Agency
03-1013263-773

Media Planning

Approach To Media Buying

As part of the brand team, the media members are deeply involved in the
overall account strategies from day one. Access to many syndicated
research tools including Simmons, Arbitron, Arbitron-Maximizer,
Nielsen, MRI, Monroe Mendleson, PRIZM/Claritas, to name a few, allow
the media members the ability to provide recommendations on targeting,
promotional tie-in products, event sponsorships, direct mail, as well
as traditional media recommendations.

All members of the brand team are also called upon to find bold, unique
ways for our clients to stand out. The closeness and understanding of
the account due to the brand team structure affords the media members
the opportunity to contribute to solid, high visibility creative ideas
for our clients.

Rapid Response, Evaluation And Fine-Tuning Of The Buy

Rapid Response, Evaluation And Fine-Tuning Of The Buy

As in all other parts of our business, attention to detail is key.
Nowhere is this more evident than in our media department. All
broadcast media buys are subject to a post-buy analysis. The timing of
the analysis varies depending on client needs, as well as the nature of
the broadcast buys. Promotional, response-driven flights are subject to
careful, immediate and ongoing analysis, allowing for the continual
process of adjustment and improvement so crucial to direct response.

Promotional/response flights analyzed daily, while image buys are
posted at the end of each quarter. It should be noted that the market
specialist is responsible for both monitoring overnight ratings in each
metered market purchased and closely watching the clearance of all
activity on a daily or weekly basis depending on the nature of the buy.
This ensures that the post-buy analysis closely matches purchased TRPs
and/or goals of the program.

Media Buying Philosophy

We believe that the key to a strong, efficient and effective media buy
lies in three beliefs: no two markets are the same, relationships are
vital and value added is a given.

Viewing and listening patterns, efficiencies between media and trading
territories vary market to market. These variances require individual
media plans and buys for each market. To fulfill these requirements, a
market specialist is assigned to market clusters. It is the
responsibility of the market specialist to develop the overall media
strategies and executions, as well as to monitor and report on media
changes, competitive activity and recommend changes in the strategy and
execution when necessary.

Each market specialist has on average eight years of experience
planning and buying their markets. To ensure the specialist thoroughly
understands a market, they are not switched between market assignments.
This allows the specialist to not only have complete historical
knowledge of a market, but generates long-term relationships with local
market sales management. These relationships have translated into
powerful, added-value opportunities for our clients.