Services: What Perkins Nichols Media Does
Media Planning
We will present ideas and concepts to keep client's media programs fresh, focused and targeted. We will be involved at every possible step to learn more about your media wants and needs.
- Demographic Analysis: We provide continuous research to make sure our demo targets are accurate and on-track.
- Cost Analysis: We provide media costs for all media. Accurate cost forecasting permits projects to be finished.
- Media Review: We present different media opportunities which could help maximize return on investment.
- Media Experience: We can share what has worked in the past for others and suggest what strategies may be best now.
Media Buying
The Perkins Nichols goal is to walk the tightrope between maximizing buying efficiencies as a buying services and delivering quality of programming needed to move product.
We will maintian and improve your media efficiencies. We will also monitor our buying performance to make sure the buys live up to the goals established.
- All buys will follow specific guidelines established in the planning process.
- Buys will usually be made direct with stations, but through national sales reps on those occasions when that approach most benefits the client.
- All merchandising and added value is negotiated along with the schedule to maximize results from the client's media investment.
- All buys are post-analyzed. Particular attention is paid to station delivery as ordered.
- A "post" will be presented after each buy, upon receipt of the appropriate rating book.
Stewardship
We handle the billing and traffic demands of each buy. Every invoice is matched and checked. We traffic materials with instructions and check to be sure that the right spots run in the right locations on radio and media television buys.
These "back-end" responsibilities are critical to ensuring that every buy runs and is billed as planned and purchased. Our state of the art computer systems are designed to make the stewardship role efficient and seamless.
Media Research
Our investment in and ongoing outlays for computer hardware and software and proprietary data resources is second only to payroll. These tools are critical to effective media management and to add value to our agency partnership by many times offering these resources as a free-of-charge service to our clients.
- Technology: Media Management Plus and Tapscan systems are available to every planner and buyer. We are also equipped with E-mail, electronic faxing capability and high-speed Internet access.
- Media audience research data from Nielsen and ARBITRON is available for the entire country.
- Media Market Resources subscriptions provide cost estimate data for all measured media.
- Competitive Media reports are available for some markets.
- Our experience in extracting meaningful and useable information from all these resources sets us apart from most full-service agencies and othe rmedia management firms.
These are important "value added" elements in media management.