S&A has both quantity and quality in its media department, in both people and tools. For example, our people have more than 40 years of combined experience. On top of that, they have been recognized for their work with national awards from some very demanding and knowledgeable clients. What this means for you, is your messages attain a superior level of visibility and impact, whether it's on a local, regional, or national level, in the face of ever-more diverse media options.

Of course, keeping up with the changing media world requires the use of a veritable library of research, analysis and measurement tools. At S&A, ours include:

• Arbitron Radio Estimates
• ABC Audit Services
• Marketing Resources Plus
• Nielsen TV Estimates
• Standard Rate & Data Services
• Telmar
• Mediamark Research Inc.

These tools enable us to evaluate media opportunities qualitatively as well as quantitatively.

Media Process

The agency's media department functions on a sound and tested procedural system that benefits from the skills of both people and technology. Planning includes a zero-based media and budget approach, which we have found is the best way to achieve most media objectives while securing the lowest possible rates.

We begin by creating market segmentation and demographic profiles of target cities or regions. Working from the creative brief, these profiles give us a firm understanding of consumer desires, preferences and concerns. They are the starting point for the media planning process.

Once an area's demographics have been sifted, we start the process of analyzing individual media and selecting those that best reach our target audiences.

Another tool we use that's just as vital, especially when making media decisions in non-measured markets, but more difficult to demonstrate in a presentation, is the common sense and understanding that comes only through experience. That's why we believe that qualified people are the integral component in successful media management.

To help us give you the best media possible, we work from these guidelines:

1. Be responsive to client needs, give whatever it takes, whenever it's needed. Advertising opportunities can pop-up at a moment's notice, and we need to be ready to move to take advantage of them.
2. Be innovative, objective and accurate in media selection and with media costs.
3. Maintain your integrity, never lose sight of the need for confidentiality.
4. Whenever possible, be your client's eyes and ears on the street. Look for opportunities to be involved in your neighborhood.
5. Respect the budget and stay within it.