Media Operations/Capabilities for Agency
03-1015000-310

We buy direct response television media in-house. Strategy for all
other media is conceived in-house and executed through strategic
alliances.

Our proprietary Navigator system is a database containing the histories
of more than 2500 direct response campaigns. It is our "Nielsen." We
use this system to understand and measure results. It has years of
product history, regional trends, station trends, etc. and can be
customized to "slice and dice" data in any number of ways.

We can bring our clients on-line with this system so that they can
access their results from a remote location.

We have 20 buyers in house. We believe that managing media is like
managing a stock portfolio. We are constantly working to optimize the
value of a client’s media portfolio. This means that micro-management
techniques must be employed. We don’t just lay in the buy and forget
it, we buy, sell, tweak, change and negotiate media every hour of every
day to maximize results.

The following analogy sums up our philosophy on the database of names
resulting from the airing of an integrated direct response campaign:
the movie is the tease, but movie theaters make the real money on
selling soft drinks and popcorn. Direct response should make money on
ongoing database relationship marketing. The customer’s name is the
most important asset your DR program generates.