FREELANCE ']b>X^>3 >How to choose the RIGHT combination of media for your businesst./>HField1Field2Field3Field4Field5Field6Field7Field8\g ^"} H ~a"HT Choose the RIGHT Combination of Media~~~~X~~~X w2xp 7sr.w ww*( wpr.pxwf w b 7sw>Ff&"  p:/<b 3r v`b> b"`w7t` <&sb& <"t vfb"<*w3s@b & & <w/ &  > psr b&j/>`/b@b&7s8Ff"w:wz6b&`p7sp ws6"b"b" p0/F8& ` bf 4wFffFb" 4 7db& `bf" 6$wp*p&fb""b"6 w` && 87t`" "8`d` ":&&f"wp/D&"wsrF" FF*b D"fFfb"D*b&jD* "b D,&*D0 /D2H~~~~~~~~:B:B  *           " $,$ ",~~~     "   "    " B, ~~& (&<( >~~~~~~~~~~~~~c 'p&..C:\Lotus\smasters\flg\blank.mas 3C%$$dn   ????X!Wblank.PALh]ht~Z\kofhpZt^oh\ktpZ;XBLANK.BWo//Oo/OooooooO/_?/fffffff̙f̙f̙ffffff̙̙̙333ff3f33333f3f3ff3f33f3f33333ffffff3333f3fffffffffff333f33fff3fff33ff33ff̙fff3f333ff̙̙fff33fff3̙̙3f33ffff33ffffff33fff̙̙fff̙̙̙ff̙̙̙hfn=?l?r ??,fs=240,fe=0,fc=7,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=0,bu=,bs=1,pr=0,ll=100,ts=462<0L|,bc=7,bz=100,f2=7,b2=7,bl=0,fx=0,sd=0,sw=0,sc=0,ud=0,uw=0,uc=0,bn=1,ca=,cc=0,ce=0fn=Arial,fs=304,fe=0,fc=283,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=0,bu=,bs=1,pr=0,ll=100,ts=462<0L|,bc=23,bz=100,f2=283,b2=23,bl=0,fx=0,sd=0,sw=0,sc=0,ud=0,uw=0,uc=0,bn=1,ca=,cc=0,ce=0fn=Arial,fs=284,fe=0,fc=283,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=0,bu=,bs=1,pr=0,ll=100,ts=462<0L|,bc=23,bz=100,f2=283,b2=23,bl=0,fx=0,sd=0,sw=0,sc=0,ud=0,uw=0,uc=0,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=705,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=577,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=449,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=385,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=280,bz=100,f2=280,b2=280,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=321,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=280,bz=100,f2=280,b2=280,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=312,fe=0,fc=282,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=296,fe=0,fc=282,hy=NO,hc=3,qm=2,sh=25,st=25,if=302,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=277,fe=0,fc=282,hy=NO,hc=3,qm=2,sh=25,st=25,if=605,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=257,fe=0,fc=282,hy=NO,hc=3,qm=2,sh=25,st=25,if=906,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=238,fe=0,fc=282,hy=NO,hc=3,qm=2,sh=25,st=25,if=1208,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=577,fe=32,fc=80,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=80,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=303,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=321,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=256,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=303,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=690,ip=0,pl=15,bu=\2,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=372,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1017,ip=0,pl=15,bu=\16,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=372,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1272,ip=0,pl=15,bu=\2,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=385,fe=32,fc=280,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=280,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=378,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=363,ip=0,pl=15,bu=\3,bs=0,pr=0,ll=100,ts=462<0L|,bc=17,bz=100,f2=281,b2=17,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=366,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=363,ip=0,pl=15,bu=\3,bs=0,pr=0,ll=100,ts=462<0L|,bc=17,bz=100,f2=281,b2=17,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=410,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=690,ip=0,pl=15,bu=\12,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=227,fe=0,fc=283,hy=NO,hc=3,qm=0,sh=25,st=25,if=75,ip=75,pl=0,bu=,bs=1,pr=75,ll=100,ts=462<0L|,bc=286,bz=100,f2=283,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=401,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=381,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=302,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=356,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=605,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=331,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=906,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=306,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=1208,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=378,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0fn=Tahoma,fs=303,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=363,ip=0,pl=15,bu=\3,bs=0,pr=0,ll=100,ts=462<0L|,bc=17,bz=100,f2=281,b2=17,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0 fn=Tahoma,fs=449,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=15,bu=\14,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0!fn=Tahoma,fs=410,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=363,ip=0,pl=15,bu=\3,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0"fn=Tahoma,fs=308,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0#fn=Tahoma,fs=256,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=302,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0$fn=Tahoma,fs=205,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=605,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0%fn=Tahoma,fs=180,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=906,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0&fn=Tahoma,fs=154,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=1208,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0'fn=Tahoma,fs=513,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0(fn=Tahoma,fs=385,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0)fn=Tahoma,fs=321,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0*fn=Tahoma,fs=256,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=280,bz=100,f2=281,b2=280,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0+fn=Tahoma,fs=192,fe=0,fc=281,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=280,bz=100,f2=281,b2=280,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0,fn=Tahoma,fs=449,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=15,bu=N1N18,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0-fn=Tahoma,fs=410,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=618,ip=0,pl=15,bu=N1N19,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0.fn=Tahoma,fs=410,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1090,ip=0,pl=15,bu=N1N17,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=0/fn=Tahoma,fs=372,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1526,ip=0,pl=15,bu=N1N20,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=00fn=Tahoma,fs=372,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1926,ip=0,pl=15,bu=\12,bs=0,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=01fn=Tahoma,fs=152,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=02fn=Tahoma,fs=144,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=302,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=03fn=Tahoma,fs=134,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=605,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=04fn=Tahoma,fs=125,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=906,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=05fn=Tahoma,fs=116,fe=0,fc=282,hy=NO,hc=3,qm=0,sh=25,st=25,if=1208,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=282,b2=286,bl=0,fx=0,sd=0,sw=1,sc=303,ud=0,uw=1,uc=303,bn=1,ca=,cc=0,ce=06fn=Tahoma,fs=445,fe=32,fc=80,hy=NO,hc=3,qm=2,sh=25,st=25,if=0,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=80,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=07fn=Tahoma,fs=410,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=690,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=08fn=Tahoma,fs=372,fe=0,fc=281,hy=NO,hc=3,qm=0,sh=25,st=25,if=1017,ip=0,pl=15,bu=\0,bs=1,pr=0,ll=100,ts=462<0L|,bc=286,bz=100,f2=281,b2=286,bl=0,fx=0,sd=0,sw=0,sc=303,ud=0,uw=0,uc=303,bn=1,ca=,cc=0,ce=09f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ѶiiiYYY@@@)))+++TTTڬ ׮qqq888  %%%&&&GGG ֲ|||EEE  NNNɞ[[[TTT333%%%999rrrKї(  Ǭ        ܩqqqKKK,,,    L )   ۱YYY))) CCC   wȜhhh777 bs ޷bydq ezkybrcj@NAME=Bitmap1;_d$$`Easy to Get Into a Ruta Basic Layoutz k@#:Zs&& s s<+fs=853>It's easy to get into a media and promotion "rut"0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=14}{name=Level4,r=15}{name=Level5,r=16}o  Page title^8_d$$`Reasons to Avoid Changea Bulleted Listz3k@#+Zs&&GsGs&<>Stated Reasons for Not Diversifying Media0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=14}{name=Level4,r=15}{name=Level5,r=16}o  Page title^8@[>$h[M&M&<Level2>"What we're doing is working, why change?" and "If it ain't broke don't fix it"<=<Level3>When current programs are working is the perfect time to test and learn something new<=<Level2>"We tried alternative media before and it didn't work"<=<Level3>Re-look at what you tested previously and consider why it may not have worked, and what other approaches you can consider<=<Level2>"Why add the risk of something new?"<=<Level3>Why not? It could add to sales, profits and learning for growing your business<=<Level2>"It's too much work"<=<Level3>When current approaches begin to falter, you could be out of work0000910{name=,r=62}{name=Level2,r=22}{name=Level3,r=88}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text,@i7r8B _d$$`Types of Benefitsa Bulleted Listzk@#/Z/B&/B&<>Business benefits of using a variety of media0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=14}{name=Level4,r=15}{name=Level5,r=16}o  Page title^8@b[s " "=s=s=<>Three Types of Specific Benefits<=<=<Level2>Testing Benefits<=Diversification Benefits<=Sales and Customer File Growth Benefits0000910{name=,r=62}{name=Level2,r=21}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text @i7r_d$$`Testing Benefitsa Bulleted ListzAk@#/Z/%/%<>Business benefits of using a variety of media0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=14}{name=Level4,r=15}{name=Level5,r=16}o  Page title^8 NAME=Text1;@S"[%%SSS<>Testing Benefits ...<=<Level2>Avoid alerting competition about new products and offers <Level2+fs=227+fe=1>(using "private" mediums)<Level2><=Access to new market segments <Level2+fs=227+fe=1>(who favor different media)<Level2><=Long versus short message <Level2+fs=227+fe=1>(to reach new audiences)<Level2><=Less expensive media <Level2+fs=227+fe=1>(allowing more testing options)<=<Level2>Faster turnaround on test results <Level2+fs=227+fe=1>(utilize quick turnaround electronic media)<Level2><=Use results learned from similar media and maximize likelihood of success <Level2+fs=227+fe=1>(package insert test results assist planning for statement stuffers)<=<Level2+fs=342+fe=0>Stronger reliability of test results from multiple media0000910{name=,r=89}{name=Level2,r=90}{name=Level3,r=17}{name=Level4,r=18}{name=Level5,r=19}o Bulleted textJ7r@iB86/ ' Object 1_d$$`Diversification Benefitsa Bulleted Listzk@.#RZ1%1%<>Business benefits of using a variety of media<+fe=33> <+fs=303+fe=33>(continued)0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^ NAME=Text1;@"[$$SSS<+bu=\0+bs=1>Diversification Benefits...<=<Level2>Lessen the negative sales impact of the external environment<=<Level3>Major events - both positive and negative events, anticipated and unanticipated, can impact media responsiveness and take prospect and customer attention away (major political campaigns, war, Olympics)<=USPS problems - postal carrier dumping, Anthrax<=<Level2>Challenges in media availability<=<Level3>Direct mail lists pulled off the market<=Competitors buy long-term contracts with space, insert or cable media<=<Level2>Cost Increases<=<Level3>Postage or Paper Increases<=Broadening # TV stations reduces reach and raises costs 0000910{name=,r=91}{name=Level2,r=92}{name=Level3,r=93}{name=Level4,r=18}{name=Level5,r=19}o Bulleted textV87r@iB6 d' Object 1_d$$`Sales & Cust File Benefitsa Bulleted Listzk@.#RZ1%1%<>Business benefits of using a variety of media<+fe=33> <+fs=303+fe=33>(continued)0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^@~"\$$SSS<+fe=33+bu=\0+bs=1>Sales and Customer File Benefits...<+bu=\0+bs=1><=<Level2>Broaden customer acquisition to new prospects by tailoring offer for segments that favor other media channels or approaches (more impulsive, more active, etc.)<=Sell more to existing customers by gaining additional attention with variety of media and formats<=Sell more to existing customers being more accessible, and in so doing, be more available at the moment customer needs arise<=Allow customers to become familiar with additional mediums - different mediums may suit their purchasing during different times in their lives, or the customer's lifecycle with your business<=Sell a wider range of products and services by tailoring mediums to the product or service characteristics0000921{name=,r=32}{name=Level2,r=102}{name=Level3,r=58}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text 87id_d$$`"Multi-channel marketing connectiona Bulleted Listzk@L#aZ%%/<>Media Diversification <+fs=577+fe=32>also helps you become an effective multi-channel marketer0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^@"[ % %<+fe=33+bu=\0+bs=1>In a 1998 research study of 400 retailers, the Boston Consulting Group concluded:<+bu=\0+bs=1><=<Level2+fs=315>Multi-channel marketers acquire customers more efficiently<=Multi-channel marketers convert one-time buyers to repeat buyers more successfully.0000910{name=,r=72}{name=Level2,r=68}{name=Level3,r=58}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text&87i6d_d$$`Evaluating Media Choicesa Bulleted ListzMk@[%!$!$u%u%u<>Printed vs Electronic<=<Level2>Acquisition vs Retention Focus<=Impulsive vs Considered Buying Decision<=Active vs Passive Media Interaction<=Short vs Long Planning and/or Response Cycle<=Multi-Product/Offer vs Single Product/Offer Focus<=Targeted vs Self-selection<=Public vs Private 0000910{name=,r=94}{name=Level2,r=92}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text>67@ri' Object 1@`!|[sm$m$ss<>Evaluating Media Choices<=<Level2>Consider your product, offer, and prospect/ customer characteristics for these criteria:0000910{name=,r=13}{name=Level2,r=85}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title&^7`K1_d$$`Printed Media Pro and ConaTablezkP$ I*2$*2$Iifg>gH8P<7P,5P3P 1P.P-P+P(P&Ph%P$#PPPPPPPPP|Ph PP PD P,PPPPdN<O0Ol O` O~T}T{TyTvTtuTdsTPpT@nT4mTkTe@!"[U8 8 UU<>0000910{name=,r=86}{name=Level2,r=86}{name=Level3,r=86}{name=Level4,r=86}{name=Level5,r=86}o @!b [P 33P P <>Strengths0000910{name=,r=76}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [K,,KK<>Weaknesses0000910{name=,r=76}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b&$&$DD<>Acquisition or Retention?0000910{name=,r=76}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!"[U+8 +8 UU_<>DM Solo Mailing0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b,[P +3+3P P _<>Unlimited selling space, unlimited formats0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @ !bA[K+,+,KK_<>Long planning cycle, costly, requires strong product and offer0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[D+&$+&$DD_<>Both0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [U8 8 UU<>DM Catalogs0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b0[P 33P P <>Welcome to consumers, offer broad product line0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!bB[K,,KK<>Longest planning cycle, costly, limited sell space for each item0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b&[D&$&$DD<>Both but much stronger for retention0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [U8 8 UU<>Card Packs0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b%[P 33P P <>Unusual format, easy for consumers 0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b-[K,,KK<>Small sell space, mail response challenging0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b$[D&$&$DD<>Both, but stronger for acquisition0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U8 8 UU<>House Pkg Inserts0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b/[P 33P P <>Unlimited formats, no postage, "hot" customer0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b#[K,,KK<>Requires strong product and offer0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b,[D&$&$DD<>Retention - great for testing new products0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U< 8 < 8 UU <>Rental Pkg Insert0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b'[P < 3< 3P P <>Inexpensive, "hot" prospect, targeted0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[K< ,< ,KK <>Limited formats0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b/[D< &$< &$DD <>Acquisition - great for testing new audiences0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U 8 8 $ U$ UV <>Stmt Stuffers0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b+[P 3 3$ P $ P V <>Limited Competition, guaranteed attention0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[K , ,$ K$ KV <>Limited formats0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [D &$ &$$ D$ DV <>Acquisition0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U 8 8 p Up U< <>Co-op Envelopes0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[P 3 3p P p P < <>Some targeting, broad reach0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b4[K , ,p Kp K< <>Lots of competition for attention, limited formats0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [D &$ &$p Dp D< <>Acquisition0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U8 8 UU<>Mag Space Ads0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b)[P 33P P <>Implied editorial endorsement, targeted0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b3[K,,KK<>Limited sell space unless using expensive inserts0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b1[D&$&$DD<>Acquisition - may help support mail to mag list0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U48 48 UUg<>Newspaper Ads0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b,[P 4343P P g<>Implied editorial endorsement, short cycle0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b)[K4,4,KKg<>Limited use of color, limited targeting0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b [D4&$4&$DDg<>Acquisition0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b[U68 68 UU)<>Retail Take-Ones0000910{name=,r=77}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b)[P 6363P P )<>Inexpensive way to reach broad audience0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b2[K6,6,KK)<>Limited formats, larger tests than other inserts0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o @!b,[D6&$6&$DD)<>Acquisition - best for recognizable brands0000910{name=,r=78}{name=Level2,r=75}{name=Level3,r=75}{name=Level4,r=75}{name=Level5,r=75}o Q@*Z --G G G<>Printed Media0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^1_d$$`Elecftronic Media Pro and ConaTablezkP@ %##%a````Tt_Td]TQTFTX\TOT|DTL[TpCT@ZTdBT9T7T5T3T1T.T-T`+TL(T<&T%T#TTTTTTTHT,TT T TTe@!"[1  11<>0000910{name=,r=87}{name=Level2,r=87}{name=Level3,r=87}{name=Level4,r=87}{name=Level5,r=87}o @!b[' ' ' <+fs=201+fe=33>Strengths0000910{name=,r=80}{name=Level2,r=80}{name=Level3,r=80}{name=Level4,r=80}{name=Level5,r=80}o @!b[<+fs=201+fe=33>Weaknesses0000910{name=,r=79}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b([##<+fs=201+fe=33>Acquisition or Retention?0000910{name=,r=79}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1O O 11<>eMail0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b'[' OO' ' <>Short cycle, less formal, interactive0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b.[OO<>Limited access, consumer comfort w/eCommerce0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [O#O#<>Retention0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [1} } 7171Z<>Web Search0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[' }}7' 7' Z<>Pay for performance0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[}}77Z<>Active mgmt required0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [}#}#77Z<>Acquisition0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [1  e1e1<>Web Ads0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b)[' e' e' <>Short cycle, targeted, negotiated rates0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b2[ee<>Limited sell space, landing page/site adds costs0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b([##ee<>Acquisition plus retention on own site0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1    11j <>Long Form TV Infomercial0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b.['   ' ' j <>Long sell time, demonstration, fast response0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b;[  j <>Long planning cycle, expensive, A/B testing less reliable0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [ # #j <>Acquisition0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1    1 1 <>Short Form TV Spots0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b2['   '  ' <>Demonstration, large availability, fast response0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b+[     <>Expensive, price point/payments below $300000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [ # #   <>Acquisition0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1. . 1 1^<>Radio0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b'[' .. ' ' ^<>Inexpensive, short cycle, broad reach0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b5[..  ^<>Limited targeting, product must be easy to describe0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [.#.#  ^<>Acquisition0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1  11<>Outbound Telemarketing0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @ !b@[' ' ' <>Pay for performance, short cycle, targeted, broad availability0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b-[<>Intrusive, product must be easy to describe0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [##<>Retention0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[1  11<>CD-ROM0000910{name=,r=81}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b#[' ' ' <>Interactive, unlimited sell space0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b [<>Expensive. Long planning cycle0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o @!b[##<>Both0000910{name=,r=82}{name=Level2,r=79}{name=Level3,r=79}{name=Level4,r=79}{name=Level5,r=79}o Q@!'[''<><=0000910{name=,r=25}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o @ZQQQ<>Electronic Media0000909{name=,r=13}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^_d$$`Impulsive & Active Continuuma Basic Layoutzk?&"dtm5$$t NAME=Curve1;@J:Z!$!$GGG<>Impulsive/Considered and Active/Passive Media Continuums0000909{name=,r=54}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title^61A?&"d[2t@K [ Z Z   <>Impulsive0000910{name=,r=66}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o  NAME=Text1;@K [ @$ @$   <>Considered0000910{name=,r=66}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o  NAME=Text2;@[###<>Active0000910{name=,r=66}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o  NAME=Text3;@ [###<>Passive0000910{name=,r=66}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o @!F4[  kkk<>Short Form TV Spots<=Radio<=Outbound Telemarketing0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o  NAME=Text4;@!F&[r\!r\!===<>DM Solo Mailing<=DM Catalogs<=CD-ROM0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o  NAME=Text5;@!F[O"O"<>TV Infomercial0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o @!F [  SSS<>Retail Take-ones<=Web Ads<=0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o  NAME=Text6;@!F'[ r r <>Statement Stuffers<=Rental Pkg Insert0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o  NAME=Text7;@!F[  OOO<>Card Packs<=Co-op Inserts<=0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o @!F[<>eMail0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o  NAME=Text8;@!F' [MM<>Web Search0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o @!F[^ ^    <>House Pkg Inserts<=0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o @!FD"[/ /s/s / / <>Magazine & Newspaper Space Ads<=0000910{name=,r=49}{name=Level2,r=50}{name=Level3,r=51}{name=Level4,r=52}{name=Level5,r=53}o _d$$`Multi-Product vs Singlea2-Column Bulletsz3k@#\B&B&GGG<>Multi-Product/Offer vs<=Single Product/Offer<=<Level2>Using Single Product/Offer mediums to acquire customers and Multi-Product/Offer mediums to retain customers can be a very effective strategy. 0000921{name=,r=103}{name=Level2,r=74}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title8^61s`K7A @ak[4 [4 ['''<>Multi-Product/Offer<=<Level2>DM Catalog<=Card Pack<=House & Rented Pkg Inserts<=Web Search<=CD-ROM<=eMail0000910{name=,r=95}{name=Level2,r=96}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text,@`67ir@1[#""'#'#'<>Single Product/Offer<=<Level2>DM Solo Mailing<=Infomercial<=TV Spots<=Radio<=Magazine Ads<=Newspaper Ads<=Co-op Envelope<=Retail Take-ones<=eMail<=House & Rented Pkg Inserts<=Stmt Stuffers<=Web Ads<=Web Search0000910{name=,r=95}{name=Level2,r=96}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text,@`67ir_d$$`Targeted vs Self Selectiona2-Column Bulletszk@"Zsu%u%GsGsG<+fc=80+f2=80+f2=80>Targeted vs Self-selection Mediums<=<Level4+fc=31+f2=31+f2=31>Response rates are higher for targeted media, but costs per M are also higher. Not all markets and prospect can be reached by targeted mediums. Self-selection mediums have the broadest reach.0000909{name=,r=4}{name=Level4,r=69}{name=Level2,r=60}{name=Level3,r=60}{name=Level5,r=61}o  Page titleJ781`MW@yw[___<+fe=1>Targeted<><=<Level2>Direct Mailed Mediums<=eMail<=House & Rented Pkg Inserts<=Web Search<=Outbound telemarketing0000910{name=,r=30}{name=Level2,r=31}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text&@`67i@a k[#  _#_#_<+fe=1>Self-selection<><=<Level2>TV Mediums<=Radio<=Space Mediums<=Co-op Inserts<=Retail Take-Ones<=Web Ads0000910{name=,r=30}{name=Level2,r=31}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text,i76@`1_d$$`Public vs Private Mediumsa2-Column Bulletszk@;"[s%%GsGsG<+fc=80+f2=80+f2=80>Public vs Private Mediums<=<Level4+fc=31+f2=31+f2=31>If you need to test without alerting competition or existing customer, or you want to utilize dry testing, you need to utilize private mediums.0000910{name=,r=73}{name=Level4,r=69}{name=Level2,r=60}{name=Level3,r=60}{name=Level5,r=61}o  Page titleV781`MWd@1 S[%  '%'%'<+fe=3>Public<><=<Level2>TV Mediums<=Radio Mediums<=Space Mediums<=Retail Take-ones0000910{name=,r=30}{name=Level2,r=31}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text&@`i76@6 G[#w Y!w Y!'#'#'<+fe=3>Private<><=<Level2>Mailed Mediums<=Web Mediums<=Telephone Medium0000910{name=,r=30}{name=Level2,r=31}{name=Level3,r=23}{name=Level4,r=18}{name=Level5,r=19}o Bulleted text&i@`67_d$$`Acq-Retention Media MatesaTablezskP%%9<<ONN@V?V0 V>V~X}XsXtrXhqXPpX@nX(jXiX gXe@8!"[<>Acquisition Medium0000910{name=,r=83}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"[%%<+fs=239>Retention Medium0000910{name=,r=83}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"[  |||<>Infomercial or Spot TV, Radio0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"8[ % %|||<+fs=239>Outbound Telemarketing, eMail, House Pkg Insert0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"[Z Z    <>DM Solo or DM Catalog0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!".[Z %Z %   <>DM Catalog, DM Solo, eMail, House Pkg Insert0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!" [B B B <>DM Solo0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!".[%%B B B <>DM Solo, House Pkg Insert, eMail, DM Catalog0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"+[<>Card Pack, Pkg Insert, Statement Stuffers0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"$[%%<>House Pkg Insert, eMail DM Catalog0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!" [99<>Co-op Insert, Retail Take-Ones0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"[9%9%<>DM Solo, DM Catalog, eMail0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!" [!!!<>Space Ads0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o @8!"&[%%!!!<>House Pkg Inserts, DM Catalog, eMail0000910{name=,r=24}{name=Level2,r=84}{name=Level3,r=84}{name=Level4,r=84}{name=Level5,r=84}o Q@#Y % %GG(<+fs=529+fc=80+f2=80+f2=80>Pairing the Retention with the Acquisition Medium<><=<+fs=303+fe=33>Consider impulsivity, activity level and channel of initial response <+fs=227+fe=33>(phone, mail or web). 0000897{name=,r=4}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title_d$$`Myth of Media Cannabalizationa Bulleted Listzk@#EY1%1%<+fc=80+f2=80+f2=80>Media Integration and the Myth of Cannibalization0000897{name=,r=4}{name=Level2,r=5}{name=Level3,r=20}{name=Level4,r=15}{name=Level5,r=16}o  Page title@v#[7&7&SSS<Level2>Utilizing two mediums to reach the same audience in time proximity does not necessarily result in cannibalization of orders from one media to the next. In fact, they often complement and reinforce each other if timing is sufficiently close.<=For example, the addition of outbound telemarketing or eMail <Level2+fe=0>with the <Level2+fe=3>identical<Level2> offer to a direct mail only campaign will shift some direct mail response to telemarketing or eMail but, will ultimately increase sales results overall. The same is true for magazine space ads and direct mail to the magazine subscribers via solo mailings and catalogs. <=Every offer is different in terms of the profit dynamics, but so long as the offers and message are consistent (don't confuse prospects or customers!), and the timing is not too far apart (resulting in no impact) the results should be better with two or more integrated mediums than each independently. 0000910{name=,r=59}{name=Level2,r=70}{name=Level3,r=55}{name=Level4,r=56}{name=Level5,r=57}o Bulleted textD@ABCD6r7U} _d$$`Summarya Basic Layoutz'k@7 [} ddG} G} G<>Summary0000910{name=,r=63}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o @[%""i%i%i<>Broadening your media mix adds significant testing, diversification and sales benefits<=Determining which media to test and try should be based on evaluating your offer, audience, and products in light of the dynamics of each media:<=<Level4>Impulsive vs Considered Purchase<=Active vs Passive<=Multi-Product vs Single Product<=Targeted or Self-selection<=Private or Public<=Short vs long planning or response cycle0000910{name=,r=64}{name=Level4,r=65}{name=Level2,r=26}{name=Level3,r=27}{name=Level5,r=29}o _d$$`Summary (continued)a Basic Layoutzk@y$[g ddGg Gg G<>Summary <+fs=227+fe=33>(continued)0000910{name=,r=63}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o @2[%#"#"i%i%i<>Match the appropriate retention medium to the acquisition medium<=Track results and analyze not only individual promotions, but their impact on other media<=Through analysis of past campaigns, and management of implementation of future campaigns, strive to gain maximum benefit of integration among media0000910{name=,r=64}{name=Level4,r=65}{name=Level2,r=26}{name=Level3,r=27}{name=Level5,r=29}o _d$$` Conclusiona Basic Layoutz+k@O[} ddG} G} G<>Conclusion<+fs=227+fe=33>0000910{name=,r=63}{name=Level2,r=26}{name=Level3,r=27}{name=Level4,r=28}{name=Level5,r=29}o @x!$[L9$L9$<>If business is GOOD, this is the perfect time to test new media options, and gain new customers, market share and sales.<=If business is SOFT, you need to test new media opportunities, because your existing methods are not delivering the results you seek.<=If your business doesn't have a history of effective multi-channel marketing, begin with media diversification as a first critical step. <=Don't let inertia or fear get in the way of trying a variety of media. 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