Media Operations/Capabilities for Agency
03-1015023-056

The Agency's in-house Media Division provides the full range of direct
response media services. These include:

· Comprehensive, integrated media strategies
· Single and multi-media test designs
· Media planning, buying, rate negotiation
· List segmentation, profiling
· Set-up, management, and implementation of inbound telemarketing
· Computerized post-buy tracking of results
· In-depth campaign analysis and recommendations

The Agency's topline media philosophy may be summarized as follows:

Objective: Maximize qualified lead generation at the most effective
cost-per-inquiry,
or net sales at the most effective cost-per-sale

Tactic: Focus on measurability.

Strategy: Adhere to the "Five Fundamentals" of direct response
media.

1. Market and Media Research - Identification of key target market
indicators -- to focus the media geographically and demographically.

2. Planning - Determining the appropriate media channel(s) in
terms of response potential and projected cost-per-lead/sale.

3. Negotiation - Identifying what stations are more cost-effective
against the target market, which lists or publications have desirable
performance histories, and which are most open to negotiating even more
favorable rates.

4. Implementation - Program Management - Ongoing attention to
program measurement and actionable data analysis.

5. Results Analysis - Comprehensive analysis of both front-end
performance and back-end conversion to identify successful and
eliminate/modify poor performers