Have a plan. Follow the plan, and you'll be surprised how successful you can be. Most people don't have a plan. That's why it’s easy to beat most folks." - Paul 'Bear' Bryant, football coach, University of Alabama's Crimson Tide

Fulcher Media’s Philosophy To Media Planning The key to an effective media buy is a strategic media plan. Fulcher Media’s planning goes beyond traditional media solutions. At Fulcher Media, media planning is a three-step process: target market analysis, strategy development, and constant re-examination. The first step involves thoroughly understanding the product purchase process and the various audiences that influence the purchase. Primary research (from our clients) and secondary research (from sources such as Nielsen, Arbitron, etc.) is utilized to understand the purchase decision process and these key audiences. Media strategies, the “who, what, where and how” of the plan, are then developed and the proper media selected to optimize delivery against the strategies. A media mix is often called for since a combination of media will achieve greater reach, frequency and awareness than a single medium. We are capable of planning and placing all media, including newspapers, magazines (both trade and consumer), standard outdoor (as well as other out-of-home media), radio, television and Internet advertising. For television, our buying capabilities run the gamut from standard spot buys to per inquiry television, direct response TV and infomercials. Our job is not finished once the buys are made. We have a system to track media placements. Tear sheets are collected to monitor placement and reproduction quality. Broadcast buy performance is also tracked and post-buys are performed as a regular course of business. Fulcher Media checks all media invoices against tear sheets or affidavits and the computerized billing records. Payment is only made when all records match. Fulcher Media is certainly capable of handling any media placement needs. We recognize that all media is negotiable and we negotiate hard on behalf of our clients to secure the best media vehicles at the best possible rates. Discounts off of rate card are regularly secured. In the case of newspaper buying, we work with the papers to take advantage of frequency or volume discounts. We secure added value in a number of ways including: We negotiate for advertorial sections, contests, bonus ads and free World Wide Web links with magazines and newspapers. We negotiate merchandising/promotions with virtually every radio buy we make. This merchandising/promotional overlay easily doubles the value of the paid advertising for our clients.

816 Whisper Hollow Drive Chesapeake, VA 23322 757.546.9561 / fax 757.546.8457