20012001

Media 101Media 101

ResearchResearch

PlanningPlanning

BuyingBuying

PromotionsPromotions

Developing a Media PlanDeveloping a Media Plan

Advertising Objectives

MediaObjectives

MediaStrategy

Advertising ObjectivesAdvertising Objectives ProductProduct BudgetBudget Store DistributionStore Distribution Proprietary ResearchProprietary Research Overall Marketing GoalsOverall Marketing Goals Creative DescriptionCreative Description Sales InformationSales Information Competitive InformationCompetitive Information

Media ObjectivesMedia Objectives

Who?Who?

When?When?

Where?Where?

1 2 3 4 5 Times1 2 3 4 5 Times

How Often?How Often?

Media StrategyMedia Strategy

Network TVNetwork TV Syndicated Syndicated

TVTV Cable TVCable TV Spot TVSpot TV Local CableLocal Cable InternetInternet

Network Network RadioRadio

Spot RadioSpot Radio MagazinesMagazines NewspaperNewspaper OutdoorOutdoor

What Is Best Way ToReach Target

Audience?

Role Of A Media Role Of A Media PlannerPlanner

We concentrate on evaluating, We concentrate on evaluating, selecting, planning and placing:selecting, planning and placing:

Television and radio commercialsTelevision and radio commercials Print ads in magazines and newspapersPrint ads in magazines and newspapers Out-Of-Home such as, outdoor bulletins, Out-Of-Home such as, outdoor bulletins,

bus advertising, etc.bus advertising, etc. Internet advertisingInternet advertising Guerilla TacticsGuerilla Tactics

We are a mix of four functions . . .We are a mix of four functions . . .

1.1. We are a media plannerWe are a media planner

2.2. We are an account executiveWe are an account executive

3.3. We are a sales personWe are a sales person

4.4. We are a buyerWe are a buyer

Who are we?Who are we?

Kelly, Scott & Madison, Inc. plans Kelly, Scott & Madison, Inc. plans and manages strategically focused and manages strategically focused marketing and advertising marketing and advertising campaigns based on rigorous campaigns based on rigorous media analysis and precision media analysis and precision execution.execution.

Privately held, we objectively focus Privately held, we objectively focus on the planning, buying and on the planning, buying and management of media programs management of media programs with the belief that a strong, with the belief that a strong, detailed and well-researched plan detailed and well-researched plan is the key to an effective and cost-is the key to an effective and cost-efficient media buy.efficient media buy.

Corporate CultureCorporate Culture

YoungYoung EnergeticEnergetic SharpSharp EnthusiasticEnthusiastic InnovativeInnovative CharismaticCharismatic VibrantVibrant

How are we How are we structured?structured?

S r. P lan n er P lan n er

Associate Plan n er Associate Plan n er

S u pervisor

V P/ AM D

S r. P lan n er P lan n er

Associate Plan n er Associate Plan n er

S u pervisor

V P/ AM D

S r. P lan n er P lan n er

Associate Plan n er Associate Plan n er

S u pervisor

V P/ AM D

S r. V P / D irectorS trategic P lan n ing

E xecu tive V P/M edia D irector

KSM KSM STRUCTURESTRUCTURE

Who are our clients?Who are our clients?

ClientsClients

Our clients are companies which Our clients are companies which conduct business in a variety of conduct business in a variety of industries:industries:

Packaged goodsPackaged goods HealthcareHealthcare ManufacturingManufacturing e-Commercee-Commerce TechnologyTechnology RetailRetail TravelTravel

Client ExamplesClient Examples

KSM Training ProgramsKSM Training Programs

KSM Training ProgramsKSM Training Programs

We believe in training our staff and We believe in training our staff and have in place a comprehensive have in place a comprehensive training program which consists of:training program which consists of:– Annual June eleven-week programAnnual June eleven-week program– Monthly “Brown Bag Workshops”Monthly “Brown Bag Workshops”– Outside seminars and workshopsOutside seminars and workshops

Prerequisite RequirementsPrerequisite Requirements

Prerequisite RequirementsPrerequisite Requirements A degree in marketing, advertising, or A degree in marketing, advertising, or

general business is a plusgeneral business is a plus ProfessionalismProfessionalism Exceptional presentation skillsExceptional presentation skills Excellent “Math” aptitudeExcellent “Math” aptitude Computer literate in:Computer literate in:

Microsoft Office applicationsMicrosoft Office applications Database softwareDatabase software World Wide WebWorld Wide Web