1. Selecting the Most EffectiveAdvertising Media for YourMessage and Customer Presented By: May 17, 2011

2. MRPP Media,Research Planning &Placement Focus and Passion is Media Effective and efficient mediaplanning delivering increasedsales and ROI 3. MRPPOur Company Mission is to Maximize and extend our clients mediaadvertising budgets using creativethinking and proprietary research. We do this with a team of dedicated plannersand buyers with years of experience inmedia planning and buying. Our goal is to deliver to our clients themost effective and cost efficient budgetwhich results in increased sales andROI 4. Todays Discussion Establishing Goals Media Selection Influencing Conditions Choosing the Appropriate Media Negotiation Follow-up Did it work? 5. Media Is a Toolfor Implementingthe Marketing Strategy 6. Step 1 - Establish Media Goals How Will You Measure Success?Awareness vs. Direct Response Campaigns Minimal Delivery Levels: GRPs = R x F Determine Optimal Frequency LevelsMinimum of 3.0Maximum of 12.0 7. Media Rule of ThumbAudience must be exposed toan advertising message aminimum of three times beforethey make a consciencedecision to consider yourproduct or disregard it. 8. Step 1 - Establish Media Goals Deliver as Much Reach as BudgetAllows Ensure Frequency Levels areAppropriate for Campaign Impact Competitive ConsiderationsWhat are the Other Guys up to? 9. Step 2 Confirm Influencing Conditions Key Factors to be Considered Target Audience Target Geography Timing Creative Execution Budget 10. Step 2 Confirm Influencing Conditions Pinpoint and Prioritize Target Audiences Age Sex Income Education Levels Occupation Lifestyle Factors 11. Step 2 Confirm Influencing Conditions Confirm Timing Issues Special Event or OngoingPresence? Seasonality of Product or Service? How Long is Purchase Cycle? Competitive Activity? Goal is to Maintain Continuity,Emphasize Opportunities withinBudget Parameters 12. Step 2 Confirm Influencing Conditions Creative Execution What Media Vehicle (s) BestCommunicate the Message? Demonstration or Details Required? Emotional Impact Important? Promotional Support Needed? Length or Size of Ads Color or Black & White 13. Step 2 Confirm Influencing Conditions Budgetary Considerations Budgetary Considerations Established vs. Requested Budgets Competitive Activity Should Always BeConsidered Revenue Projections Can Assist inAcquiring Additional Funding 14. Step 3 Determine Best Vehicles Quantitative Research Quantitative Research Broadcast Nielsen for Television Arbitron for Radio Print ABC for Consumer Publications BPA for Business Publications Online Nielsen Net Ratings ComScore Quantcast 15. Step 3 Determine Best Vehicles Other Factors to Consider Other Factors to Consider Editorial Appropriateness Competitive Presence Past Successes, Failures Duplication Cost Efficiency Affordability 16. Step 3 Determine Best Vehicles Television Overview Television Overview HH Coverage is at 98.9% 61.9% of HH have Multiple Sets Average HH Viewing 50+Hrs/Week Cable Penetration Over 90% DVR Penetration is at 37% Satellite TV an Increasingly StrongPlayer 17. Step 3 Determine Best Vehicles Broadcast TV Advantages Broadcast TV Advantages Broadest Reaching Medium Individual Stations up to 70% Reach Highly Influential Due to CombinedAudio and Visual Elements Targeted Programming Environment Fairly Quick Turn Around Time 18. Step 3 Determine Best Vehicles Broadcast TV Disadvantages Broadcast TV Disadvantages Not as Geographically Targeted Increasing Audience Fragmentation Easy to Avoid Ads (DVR/TiVo, etc.) Expensive to Build EffectiveFrequency Limited Promotional Opportunities High Cost Medium 19. Step 3 Determine Best Vehicles Cable TV Advantages Cable TV Advantages Very Geographically Targeted Specific Demographics Can BeTargeted via Network Selection More Cost Effective Way to Build TVMessage Frequency Promotional Opportunities Quick Turn Around Time 20. Step 3 Determine Best Vehicles Cable TV Disadvantages Lower Reach Potential than Broadcast TV Individual Networks up to 37% Reach Quality and Quantity of Local Breaks Can Be Difficult To Compare With Other Broadcast Media Multiple Systems Needed for Broad Areas Easy to Avoid Ads (DVR/TiVo, etc.) Not All Networks Accept Local Ads 21. Step 3 Determine Best Vehicles Radio - Advantages Radio - Advantages Highly Targeted Demographically Great for Building Frequency Affordably Reaches TA at Home, Work, and in Car Highest Time Spent of Any Medium Variety of Promotional Opportunities Flexible, Immediate Placement 22. Step 3 Determine Best Vehicles Radio - Disadvantages Radio - Disadvantages Not a High Reach Medium Audience Fragmentation as FormatsCompete for Audience Share No Visual Impact Impression May be Transient (Activevs. Passive Listening) Easy to Switch Stations 23. Step 3 Determine Best Vehicles Newspaper - Advantages Newspaper - Advantages Broad Reach in Local Areas Communicates Detail Well More Immediacy than Magazines Specialty Pubs Offer Best Reach toSpecific Populations (e.g., Ethnic,Seniors) 24. Step 3 Determine Best Vehicles Newspaper - Disadvantages Newspaper - Disadvantages Most Are Not DemographicallyTargeted Expensive to Build Frequency Color Reproduction Poor, Expensive Small Pass Along Audience Short Shelf Life Younger Adult Readership Declining High Total Cost 25. Step 3 Determine Best Vehicles Magazine - Advantages Magazine - Advantages Very Demographically Targeted Quality Editorial Environment Fine Color Reproduction Sizable Pass Along Audience Long Shelf Life 26. Step 3 Determine Best Vehicles Magazine - Disadvantages Magazine - Disadvantages Early Closing Dates, Long LeadTimes Lack of Immediacy Slow Building of Reach Typically Not As GeographicallyTargeted 27. Step 3 Determine Best Vehicles Out of Home - Advantages Out of Home - Advantages Broad Coverage of Local Markets High Frequency Building Geographic Flexibility High Summertime Visibility Great Support Medium for Television 28. Step 3 Determine Best Vehicles Out of Home - Disadvantages Out of Home - Disadvantages Limited to Simple Messages High Reach Doesnt Always MeanHigh Message Recall Proportionally High Cost forProduction 29. Step 3 Determine Best Vehicles Direct Mail - Advantages Direct Mail - Advantages Extremely Selective Demographically and/or Geographically Targetable Response Rate is Easy to Measure Personalized Medium 30. Step 3 Determine Best Vehicles Direct Mail - Disadvantages Direct Mail - Disadvantages Most Expensive Cost per Thousand Inaccurate and Incomplete Lists Variance in Delivery Dates High Tune Out Factor 31. Step 3 Determine Best Vehicles Internet - Advantages Internet - Advantages Directly Measurable Extremely Flexible, Adaptable Personalized Messaging Minimal Waste 32. Step 3 Determine Best Vehicles Internet - Disadvantages Internet - Disadvantages Relatively High CPM Can be Complex to Analyze,Purchase Not All Websites Accept Advertising Often Not Geo-Targetable Less Effective Without Mass Media 33. Step 3 Determine Best Vehicles Test Your Knowledge Test Your Knowledge Target Audience is: M18-34, Highly Educated, Upper Income Target Geography is Charlotte Metro Looking for Promotional Extensions Need Frequency to Drive TrafficWhich Medium is Best? 34. Radio or possibly Cable 35. Step 3 Determine Best Vehicles Test Your Knowledge Test Your Knowledge Target Audience is: Women 25-54, Enjoy Gardening, Have Kids Target Geography is National Campaign Goal is Awareness, NotImmediate Direct Response Which Medium is Best? 36. Magazine or possibly Internet 37. Step 3 Determine Best Vehicles Test Your Knowledge Test Your Knowledge Target Audience is Adults 25+ Target Geography is Greater Orlando, FL Ad Needs to Convey Complicated Information Goal is Broad Reach, Minimal Frequency Over a 2-week Period Which Medium is Best? 38. Newspaper or Broadcast Television 39. Step 4 Negotiating the BuyImplementing the StrategyImplementing the Strategy Use Full Budgets to Negotiate Best Pricing, Added Value Broadcast Most Negotiable with Rates (Supply and Demand) Magazines and Internet Somewhat Negotiable Newspaper Least Negotiable (Contracts and Short Rates) 40. Step 4 Negotiating the Buy Broadcast Media Television vs. Radio Broadcast Media Television vs. Radio Both are Fairly Negotiable ifPurchased Far Enough in Advance TV Least Costly in 1st and 3rdQuarters Radio Least Expensive in 1st Quarter Purchase TV Programs, Not Stations Purchase Radio Stations, CableNetworks 41. Step 4 Negotiating the Buy Avoiding the Number of Spots Trap Not All Spots Are Created Equal First Look At Ratings Delivery Then Design Schedules withOptimal Frequency, Not Numberof Spots 42. Step 4 Negotiating the Buy Radio Which Is The Best Buy? Radio Which Is The Best Buy? TA is Men 35-64 in Raleigh, NC Schedule Airs M-F 6a-7p for 1 week WQDR-FM (Country) 25 spots/week WRAL-FM (Contemporary) 25 spots/week Same Cost for Both Stations 43. Step 4 Negotiating the Buy Side by Side Delivery Comparison Side by Side Delivery ComparisonWQDR-FMWRAL-FM.7 avg. spot rating.8 avg. spot rating25 spots 25 spots70.0 GRPs80.0 GRPs15.3% Reach24.8% Reach4.5 Frequency3.1 FrequencyArbitron December 2010 PPM 44. Step 4 Negotiating the Buy Magazines Magazines Better Rates for Higher Frequency Last Minute Remnant Space Offers Preferred Placement, Color Upgrades Value Added Subscriber Lists for DM or Email Counter Cards Website Links 45. Step 4 Negotiating the Buy Newspaper Newspaper Contracts Required, Short Rates Applied Rates Vary Based on Type of Advertiser Repeat Discounts Offered Value Added Special Sections Color Upgrades Preferred Placement 46. Step 4 Negotiating the Buy Important Factors to Consider Important Factors to ConsiderCPP or CPMDuplicationVendors Share of BudgetPositioning/PlacementDelivery GuaranteesValue Added Extras 47. Step 5 Post-Buy Analysis Did We Really Get What We Paid For? Did We Really Get What We Paid For? As Crucial to the Success of theCampaign as Planning andBuying Check Positioning and Delivery Makegoods for Any Short Falls Assures Media Vendors WillMonitor Schedules in the Future 48. Step 5 Post-Buy Analysis Case Study Case Study Client purchased radio on Numberof Spots Basis Affidavits Not Sent, Delivery NeverVerified Of All Spots Purchased, Over 40%Ran 12mid-6am Client Paid 3x Higher CPP ThanMRPP Average in Market 49. In Summary Media Is An Important Tool forMarketers Campaign Success is Tied toEstablishing Goals, Developing theRight Strategy Research Plays A Critical Role Creativity and Negotiating also Key Post-Buy Analysis Essential Too Expensive to Experiment 50. MediaResearch Planningand Placement