Process

Setting Objectives

Media planning objectives are established after the following basic questions are answered:

Answers to these questions will give us insight into choosing the most effective and efficient media vehicles, which marketing area to cover, how to allocate the budgets, types of media and seasonal needs, geographic considerations and timing of schedules. All these variables will assist in determining our reach, impact, frequency and continuity of your media program.

Media Buying
We negotiate rates in every market for a wide variety of media vehicles. The InLine team has a reputation for being tough but fair when negotiating with our media suppliers and we are respected for it. Our experience and background of strong negotiation skills and creativity in buying media has been demonstrated for our clients in local, regional and national markets. We go to bat for our clients for all media: television, radio, online, outdoor, newspapers, magazines, trade journals, new media and more.

InLine Media uses state of the art computers to access our high tech Smart Plus Media System. This system saves time and money by keeping all facets of the complex buying process in line from pre-buy planning through post-buy analysis.

Performance
Our responsibilities include making sure that the media plan has been executed as directed. Schedules for broadcast, online, print and out-of-home media need to be delivered to the adudiences that the media plan designates. Ads must be negotiated, expertly placed, an run as planned. Variances must be justified and approved in advance of invoicing. We follow-up to make certain this is the case.

We develop schedules that are within the prescribed budgets as allocated in the media plan. We then diligently check to assure that all schedules delivered the audience targeted at the levels that were purchased.

For broadcast and print this includes checking invoices, affidavits and tear sheets for proof of performance and positioning placement. All television schedules should include a post analysis after notarized affidavits have been checked using applicable ratings data. Thus, we compare the purchased media schedules to actual performance. If appropriate, we negotiate with the media for make goods and credits. Our standard is 90-110% performance on all broadcast buys.

With an intense focus on one crucial area of the advertising process, we have been able to provide our clients with the kind of service and professionalism they hope for and expect. We are able to offer a level of skill and experience without the related expenses of a full service advertising agency.

• Our Approach
• Process
• Philosophy