Media Operations/Capabilities for Agency
03-1013507-400

Our best results point to the following strategic/tactical approach:

1. TV-to maintain top of mind awareness, avoid heavy-up flights spaced
out during year. Instead, 3 weeks on and 1 week off throughout year as
budget allows. Spread buys across dayparts to build reach but favor
dayparts for specific product audience. Heavy up during high potential
sales periods.

2. Radio-same as TV but used to maintain frequency of exposure, reach
will follow over time to include even least frequent users.

3. Print-spreads are bold, appeal to "art directors" but are
inefficient and smaller space can stretch budget. Multiple insertions
in same pubs. can be very effective. Don't buy every mag. on your list!
Frequency in select pubs. helps build image among loyal mag. readers.
Add to list over time.

4. Newspapers-Space size depends on product category or audience, but
frequency of insertions critical with small space. Successful with ads
in unexpected sections of paper.

5. Internet - creative and placement critical here. Current banner ads
vary by 50% to 100% in clickthrough rate based on above. Key: can't
build Brand by online partnerships only! Must use traditional media.