SERVICES 

• Helping to Identify your target customer
• Media Planning and Placement
• Promotions and Special Events for Manufacture and Retailer
• Coordinate and Implement Promotions to augment Media
• Web Site Design and Marketing
• Much More!

RESEARCH 
Marketing/Qualitative Research 
Qualitative Research is a valuable tool for identify who your customer is and how to best reach them. In order to maximize the effectiveness of your advertising dollar you must use qualitative research from identifying your customer straight through to buying your media. We will utilize available qualitative research to actually determine which programs and media to purchase. 

Nielsen Ratings 
We will subscribe to and utilize Nielsen Ratings in the particular markets we are buying. Nielsen provides ratings data in a book form and on disk for use in the software program we use. Some markets even are metered, where ratings are available on a daily basis (Lexington will become metered shortly). Nielsen will be used in conjunction with qualitative research. Utilizing our sales experience, we are able to determine when legitimate ratings are being used for a program. We can also determine specific days/areas that may be better for us to advertise (such as Thursday night late news on NBC channel). Also, some programs such as late news have higher ratings in one portion of the program. Late news typically has a higher rating in the first 15 minutes of the program. Some stations will let you narrow the rotation to give you the benefit of the higher audience. 

REACH VS.. GRP’s 
It is our belief that Reach and Frequency are greater factors in determining whether an advertising schedule is effective than the number of GRP’s (Gross Rating Points) purchased. GRP’s, the total of all rating points purchased, is also a function of Reach and Freqency (Reach x Frequency = GRP’s). While it is a good idea to plan how many GRP’s you want to purchase it is beneficial to establish a reach and frequency goal as well. 

Psychologists believe that a person responds to a message somewhere between the 3rd and 8th time they see/hear that message. With the advertising “clutter” that exists today, advertising messages are most effective when the frequency is between 5-8 times. Therefore your Frequency goal should fall somewhere between 5 and 8. If your Frequency is very high it means either your Reach is too low or perhaps you are spending too much money in advertising…and you could possibly cut back your budget without hurting the effectiveness of the schedule. It is imperative that you set Reach and Frequency goals when determining the number of GRP’s you are purchasing for any advertising schedule. 

EXPERIENCE 
Station Experience 
The old adage about walking in someone else’s shoes to gain insight that can be beneficial when working with them is true! We have worked as sales people at television stations. This experience and understanding gives us an edge over those that have not worked at a station. We know how pricing is set, the process of deciding who gets preferential rate and rotation, how salespeople are motivated and compensated and the process the station goes through from the start of a negotiation all the way until the schedule runs. This is one of the key differences between us and conventional advertising media buyers. 

Station Negotiations 
We treat the stations as partners. We believe in the concept of “selling” the station on why they will benefit from having us as an advertiser. Unlike many agencies, we believe this tact will deliver us better rates and consideration from the stations. 

TOOLS 
Software 
We will utilize a software program designed to evaluate media and Nielsen ratings. This software will assist in choosing viable programming and packaging spot buys for each station in the market. This will also enable us to determine Reach and Frequency for a particular advertising flight/schedule. Having use of this software will allow us to better evaluate the media schedules as opposed to entirely relying on the stations to provide that information.