Download Kelly, Scott, & Madison, Inc.

2001
Media 101
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Research
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Planning
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Buying
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Promotions
Developing a Media Plan
Advertising
Objectives
Media
Objectives
Media
Strategy
Advertising Objectives
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Product
Budget
Store Distribution
Proprietary Research
Overall Marketing Goals
Creative Description
Sales Information
Competitive Information
Media Objectives
Who?
Where?
1 2 3 4 5 Times
When?
How Often?
Media Strategy
Network TV
 Syndicated
TV
 Cable TV
 Spot TV
 Local Cable
 Internet
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Network
Radio
 Spot Radio
 Magazines
 Newspaper
 Outdoor
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What Is
Best Way To
Reach Target
Audience?
Role Of A Media
Planner
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We concentrate on evaluating,
selecting, planning and placing:
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Television and radio commercials
Print ads in magazines and newspapers
Out-Of-Home such as, outdoor bulletins, bus
advertising, etc.
Internet advertising
Guerilla Tactics
We are a mix of four functions . . .
1.
2.
3.
4.
We
We
We
We
are
are
are
are
a media planner
an account executive
a sales person
a buyer
Who are we?

Kelly, Scott & Madison, Inc. plans and
manages strategically focused
marketing and advertising campaigns
based on rigorous media analysis and
precision execution.
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Privately held, we objectively focus on
the planning, buying and management
of media programs with the belief that
a strong, detailed and well-researched
plan is the key to an effective and costefficient media buy.
Corporate Culture
Young
 Energetic
 Sharp
 Enthusiastic
 Innovative
 Charismatic
 Vibrant

How are we structured?
KSM STRUCTURE
Executive VP/
Media Director
Sr. VP/Director
Strategic Planning
VP/AMD
VP/AMD
VP/AMD
Supervisor
Supervisor
Supervisor
Sr. Planner
Planner
Sr. Planner
Planner
Sr. Planner
Planner
Associate Planner
Associate Planner
Associate Planner
Associate Planner
Associate Planner
Associate Planner
Who are our clients?
Clients
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Our clients are companies which
conduct business in a variety of
industries:
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Packaged goods
Healthcare
Manufacturing
e-Commerce
Technology
Retail
Travel
Client Examples
KSM Training Programs
KSM Training Programs
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We believe in training our staff and
have in place a comprehensive training
program which consists of:
– Annual June eleven-week program
– Monthly “Brown Bag Workshops”
– Outside seminars and workshops
Prerequisite Requirements
Prerequisite Requirements
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A degree in marketing, advertising, or general
business is a plus
Professionalism
Exceptional presentation skills
Excellent “Math” aptitude
Computer literate in:
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Microsoft Office applications
Database software
World Wide Web