Media Buying

Broadcast Buying

Sdt media has the capabilities of buying the following:

• National and Regional TV
• National Cable
• Local Cable
• Spot Television
• Syndicated Television
• Network Radio
• Syndicated Radio
• Local Radio
• Spot Radio

Value Added Packages - further extend your marketing and media objectives as well as stretching ad dollars to the maximum.

Post-buy Analyses - are done for all broadcast buys to ensure that all spots run as ordered.

Case Study for TV Buying: This case study illustrates how sdt media used a value added package to extend advertising dollars as well as enabled an additional strategy to be executed.

• Client Category: Regional Medical Center

• Objective:

• Reinforce and maintain awareness of the Medical Center among it target audience of:

• Its wide range of patient populations

• Employees and potential employees in the region.

• Highlighted Strategies:

• Local Cable TV was used to reach people in the area from which the hospital draws its patients.

• The television was bought at 5% less that the prior year.

• Sdt media negotiated a value added package where one of the networks would print book covers with the medical center’s logo that would be distributed to local school children.

• By having the medical center’s logo on local student’s book covers it gave it the exposure among its target audience for the whole school year.

• The book covers were a way for the medical center to provide a give back to the community, another strategy on their marketing plan.

Print Buying

Sdt media’s staff has extensive experience in buying and negotiating deep discounts as well as impactful value added packages in all print media including:

• Newspaper- Major and Local Display and Classified
• National and Local Magazines
• Trade Publications
• Preprints, Inserts and ROP

Positioning Reports-are done for magazine buys to assure that print ads run as ordered.

Case Study for Print Buying: This case study illustrates how Shelley Deneroff-Thompson (sdt media’s President), in her former role as Vice President Assistant media Director at Ogilvy & Mather, used print to accomplish multiple advertising and marketing objectives.

• Client Category: Technology

• Objectives:

• To educate the client’s technical prospects about a complex set of networking products.

• Include a direct response element to:

• Provide sales leads.

• Get feedback from prospects on areas of concern for future marketing focus and advertising messages.

• Assess which magazines are generating the best response.

• Highlighted Strategy:

• An eight-page insert was placed in several technical magazines.

• In order to keep the readers involved with such a long message, as well as provide a direct response element Shelley used her knowledge of the target audience and worked with the creative team to appeal to this technical audience’s love of strategy games.

• The last page of the insert had space where the reader could diagram their networking problem. The reader could then fax it to the client for feedback.

• This strategy met all of the objectives while providing prospects with the feeling that the client is a company that is responsive to their needs.

Out-of-Home

Sdt media is adept at matching the ever-increasing out-of-home options to best allocate your ad dollars effectively.

The out-of-home category of media includes a wide range of alternatives from outdoor billboards to sport stadium posters to transit advertising.

It also includes a constantly expanding number of non-traditional choices such as pizza box advertising, bathroom stall advertising and post card racks in public places.

Case Study for Out-of Home: This case study illustrates how sdt media managed to take advantage of the season and double the number of outdoor boards for the same budget.

• Client Category: Software

• Objective: To reach a demographically broad but local audience with a simple message in a small New England City during January and February.

• Highlighted Strategy:

• The original strategy was to use urban bulletins to reach the audience in a small New England city.

• Instead of using urban bulletins where demand is fairly steady throughout the year, sdt media negotiated the use of outdoor billboards on the interstate. The location of the boards would be between the three exits that ran through the city thereby reaching local travelers.

• Interstate traffic is much lighter in this area of New England in the winter. Many advertisers trying to reach recreational travelers (hotels, restaurants) do not advertise during these months.

• Since demand was so low, the outdoor company was willing to discount their rate by 50% allowing the Software Company to double its number of outdoor boards.

On-Line Media

Sdt media has worked with clients to incorporate their web campaigns into the rest of their marketing effort.

Sdt media can help determine whether Internet advertising is right for you.

Case Study for On-Line Media: This case study illustrates how sdt media worked with a large media company to refine its proposal to focus its targeting resulting in:

• cutting the rates almost in half as well as
• a more impactful campaign.

• Client Category: Higher Education

• Objective: To drive traffic to the advertisers web site.

• Highlighted Strategy:

• Work with a large media company that specializes in reaching the target audience of high school and college students. Over the course of negotiations the following was accomplished:

• Narrowed the focus on the proposal on the largest and most relevant web site and created a dominant presence by placing advertising on every page instead of just the home page as originally suggested by the media company.

• Tied the web site negotiations into our print negotiations with the same company and worked out a value added package where magazines with our sponsorship stickers on the cover would be distributed in student advisory centers.

• At the end of this process the rates for the web site advertising were reduced by 52%.