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Universal McCann final

The object of this presentation is to demonstrate to
Connex the benefits of placing all media planning
& buying for 2000 with Universal McCann
Contents
Universal McCann
Who we are Worldwide
Proprietary Systems & Tools
Media in Mind
Universal McCann Romania
Connex Media Team
Financial Reporting
Research Resources
Romanian Media
Developments 2000
Competitive Set
Media Process
Media Brief
Pulse
Media Strategy 2000
Determining TV Reach &
Frequency Levels
Other Media
Detailed Media Plan
Remuneration Structure
Appendix
Prices & Buying Conditions 2000



Universal McCann
From October this year McCann-Erickson has
begun re-branding its worldwide media operation
From January 3rd 2000 this will happen in
Romania with the current media department at
McCann-Erickson being run as Universal McCann
- a division of McCann-Erickson Romania

Universal McCann
Why is this happening ?
Media Specialist platform for McCann-Erickson - a
wholly owned subsidiary
To keep pace with the rapidly developing media
environment
To provide the best in media / consumer contact
planning, buying & post-evaluation capabilities
Universal McCann
Why is this happening ?
A response to rapidly evolving client media
requirements & the increasing centralisation of
total client media planning/buying into a single
agency
Dedicated investment in tools, systems and
people
To elevate the role of media within the full
marketing communications mix

We are not unbundling our media operation as many others
have - we believe media should be part of an integrated set of
communications services offered by McCann-Erickson
Universal McCann Worldwide
Universal McCann has been operating in other
markets over the past 10 years
Currently Universal McCann is the largest media
operation in the world billing over $13bn+ in
more than 127 countries
Largest media operation in Eastern Europe with
billings of $288m

Source: Local Journals/ Local Media Research/
MediaInternational/Agencies/Intelligence
$85
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$130
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$185
$230
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Eastern Europe Media Billing
$6,100
$7,300
$8,478
$8,600
$9,600
$10,079
$10,277
$10,564
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Media Billings
Ad. Age April 19, 1999
$13,206bn
$288m
Worldwide Media Billing
William Grant & Sons
American Home Products
R.J. Reynolds
London International (U.K.)
11
Universal McCann final
named 1999 'Media
Agency of the Year' by
'Media & Marketing
Europe' magazine
We have invested over $6m
in proprietary media tools and resources
to supplement industry data
Our commitment to excellence in Media
is supported by proprietary strategic tools and is
measured by our effectiveness in the marketplace
strategic media tools
Total Impact Planner
14
Universal McCann final
Media in Mind
Universal McCann Romania
To launch from January 3rd 2000

Currently part of McCann-Erickson Romania
No 1 Agency in 1997/8 (source: Adage)
No 1 Media Buying Agency (source:various)
Founded in November 1991 as CLIP Advertising
One of the first advertising agencies in Romania
Started with 3 people and $200
Universal McCann Romania
Currently part of McCann-Erickson Romania (cont)
Media Specialist with links to all Media
Expat Media Director
Universal McCann philosophy :
expat experience combined with local market knowledge
One of the largest media departments in Bucharest - 22
people
Specialist planner/buyers in all media - TV, radio, press,
outdoor
Validated #1, 1998
Universal McCann Romania
Media Billings accounted for 88% of total MCE
billings in 1998
Connex, Coca-Cola & Coty Media AOR assignments account
for 64% of total media billings
We are experienced in co-ordinating AOR & Media only
clients with a number of creative sources
Experienced with the increasing complexity & demands of
Romanian market
Recently won Interbrew, Gillette & LOreal Media AOR
assignments

15,599,661
10,501,588
9,315,914
9,198,587
7,039,640
5,433,175
5,118,227
4,584,213
4,263,611
3,234,255
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
($)
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4 Of The Top Ten Advertisers Are
McCann-Erickson Media Clients
34.5 % of the total expenditure
is through McCann Erickson
Source : A.C. Nielsen 1998
R.J. Reynolds
Universal McCann Romania
We already have a dedicated team of media
specialists working on the Connex account - each
specialising in one particular medium
The advantages :-
Thorough knowledge of each medium
Contacts / relationships with media suppliers
Latest developments within media ie. New launches, TV
schedule changes
Negotiations

Steve Dallas
Media Director
Marian Georgescu
Traffic Controller
Liviu Bostan
Outdoor Buying
Controller
Cornelia Mora
Radio Buyer
Bogdan Zaman
Press Buying Director
Alina Ciama
TV Buying Director
Ina Gultureanu
Media Manager
Catalin Albu
Media Group Manager
Marcel Straut
Research Director
Research Traffic Media Buying Planning
+2 people
National Press
+2 people
+2 people
Local Press
+1 person
Over 60 years media experience
within the Connex team!
Connex Media Team
Universal McCann Romania
From January 2000, we will be housed in our own
offices, separate from McCann-Erickson
1st quarter 2000 our own proprietary media
booking system


developed by McCann-Erickson & currently in use in many
other markets across Eastern Europe
allows for detailed financial reporting by month by media
owner
TV Statistics by
Month
Expenditure
Statistics by
Supplier
Media Research
As well as Universal McCanns proprietary media
tools, we also use all available industry research data
System Company Function
Info TV / Plan TV CSOP TV Audience data & optimisation & analysis
software
Telespot/Telemonitor AGB TV Audience data & analysis software
X-pert SPC Consultants TV Optimisation
Channel Profiles
/ Demographic Profiles
CSOP Fortnightly radio listenership (mainly
Bucharest)
Periodical Report CSOP Press readership survey
Maso / Mepo IMAS Press readership survey &
optimisation/planning tool
Periodical Report CSOP Press readership survey
- BRAT Audited Press Circulations
Our Mission

To be in reality and perception the best worldwide
media operation by drawing on our global scale
and resource to shape the next generation of
media practice
Universal McCann
Universal McCann Romania
From January 2000 we want
to be...

A Key founder client
One of our first Media Partners in this venture
The first new beneficiary of this investment
Restricted Press
etc
No advertising
Control and
Censorship
TV stations not
marketed to advertisers
State monopoly TVR
Varied Programme
choice
Decrease of
Audiences to State TV
Growth of Cable TV
Media Planning grows
in importance
Commercial Rivals
begin broadcasting
Increasing
Fragmentation
Increasing
Accountability
Increasing Clutter
Relatively high level of
complexity
Improving Media
Research
Romanian Media . a Perspective
Developments in 2000
Even Greater Fragmentation - more TV stations,
more press titles

Developments in 2000
Media Research
In mid 2000, Television Audience Measurement Data (TAM)
will move from the present peoplemeter/diary data to full
national peoplemeter data
Implications
TV Ratings will fall
Present TV shares may change greatly
Allows for Optimisers
Greater audience analysis
TV Sales will change
With two former UK TV Buyers, with over 15 years
experience in TV Buying, we will keep pace with
these developments
Developments in 2000
Move to fixed CPP
Universal McCann are already having preliminary discussions
with TV stations to secure fixed CPP deals for next year

Telecommunications in 2000
21.75%
7.39%
69.92%
0.94%
Magazines
Newspapers
Television
Radio
Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $
25.43
%
7.37%
62.85
%
4.35%
Magazines
Newspapers
Television
Radio
Connex Dialog
Source: A.C.Nielsen
Rate card prices (Do not include VAT and Local Taxes)
Telecommunication Services
Advertising Expenditures Split by Medium Jan-Oct 1999
Telecommunication Advertising 2000
Dialog
Competitive monitoring suggests that Dialog tend to follow
an almost identical advertising strategy to Connex, we can
see no reason why this will change next year
CosmoRom launch
launching 15th December, although currently very little
seems to be known about their plans
aiming for an 8% market share
to achieve this, they will need to build high brand awareness
with a heavy advertising campaign
Telecommunication Advertising 2000
CosmoRom launch - Options for Connex
Upweight planned campaigns - with Dialog appearing to
mirror Connexs advertising, if Connex upweight & Dialog
follow, there will be very little quality primetime airtime
available
Ambush strategy - in the brief there is enough budget to
keep a tactical reserve. This could be used at short notice to
buy up all primetime availability - an expensive option, but if
we use 10 copy & negotiate linear deals for next year, it
will stop CosmoRom from building a high brand awareness

The Media Process
Information - Client Briefing
Consumer Insight
Strategic Plan
Media vehicles & Communication goals
Optimisation, Negotiation & Implementation
Inspect- Post Buy Analysis
The Media Process
Information - Client Briefing
The Brief
Develop media strategies for four campaigns
Post paid Sales Promotion $4m
Corporate Image $2m
Prepaid product, benefit $4m
Prepaid Sales Promotion $2m
Advertising Objectives
Generic
provide a favourable climate for year 2000 sales, encourage
people to choose Connex
Improve brand recognition, support positioning & differentiate
from the competition
Inform & educate consumers about new Connex services
Promotional
build awareness of the offer & persuade people to purchase
The Brief (Contd)
Target Audience
Post paid - All Adults 25-45 yrs Urban average income
Prepaid - All Adults 16-24 yrs Urban average income

Timing
Corporate Image / Prepaid Product Benefits - year round
Promotions
Post paid - Jan-March, May-July, October-December
Prepaid - Jan-March, June-August, November-December
The Media Process
Information - Client Briefing
Consumer Insight
Consumer Insight
Best Media Strategies Come
Through Knowledge of the Consumer
Connex

Consumer Research

Sales Information




CONSUMER INSIGHT
Universal McCann

Consumer research

Audience research

Universal / MCE learnings


BEST MEDIA
SOLUTIONS
Where the Edge will be
Content
Creative
Message
The moment when the
message will be most
salient
Contact
The Media
that fits the
target groups
lives
Context
Consumer
Insight
Effective
Advertising
Key Target Groups will be analysed using
Quantitative and Qualitative Research
Economic/Social Factors
Purchase power
Proprietary Tools
Pulse
Mediography
Pictography
Media in Mind
New Industry
Research Tools
Peoplemeter TV Measurment
TGI
Existing Research
TV viewing data
AMER Nielsen
What is Pulse?
A proprietary qualitative research tool
Provides insights into different consumer groups
Monthly consumer dialogue
Implemented in Romania in 1998
Insights used in tandem with existing statistical
research
Lack of qualitative research within Romania, so
Pulse helps
enhance our understanding of the consumer
improve the effectiveness of our media plans
What is Pulse? Contd
Two of the Pulse consumer groups are key for
Connex brands
Identity Builders - young consumers in their late teens
who are trying to find out who they are, whilst in the
transitional period from teenagers to adulthood, with all
of its problems & uncertainties
Career Builders - White collar workers in their first 15
years of career. They see themselves as the successful
people / business leaders of tomorrow
Pulse Findings
Identity Builders
Friendship groups are extremely important. They all claim
to belong to a relatively stable group of friends.
They are striving for quality
In forming their preference, young adults are mainly
influenced by product quality and shared information with
friends
Main desires : a job thats able to sustain basic necessities
& a family capable of satisfying emotional needs
Basic values associated with friendship are: trust, respect,
sincerity, loyalty, assistance in moments of distress,
common goals, equality
Live for today attitude
They most frequently go to bars, terraces or to
somebodys home
Pulse Findings
Identity Builders Media Habits
They usually watch TV in the evenings after 20:00, but they
may also watch specific programmes (series, music) during the
day. Sometimes their viewing pattern is adapted to the viewing
of the family
Eager to try products seen in commercials
They like commercials that are dynamic, adventurous or
surprising
Preferred TV Channels: Pro TV, Antena 1, MTV, Atomic, HBO,
Discovery and Eurosport
Movie Genres: Science Fiction, Action, Horror
Radio: most common during the morning and late at night
A Day In The Life of .
Identity Builders
Morning
Wake up to radio
Go to work or to school. Listening to radio on the bus or
metro.
Early evening
Hanging out with friends (sometimes go to bars, Terraces)
Late evening
Go home, eat dinner, see what is on TV
Listen to the radio whilst going to sleep
Weekend
Go to a friends party & stay out late or go to the mountains
Identity Builders Mediography

Identity Builders


Morning
Getting up Radio:
Contact, Pro FM,
Travelling to school:
Radio on bus/Metro
Outdoor
Afternoon
Weekend:
Hangin out with
friends, go to mountains
Outdoor
Early Evening
Watch favourite TV shows:
Telenovelas (esp. females)
Series
Sport (esp. males)
Meet friends
Park/Bar/Terrace:
Outdoor, Radio
Late Evening
Homework: radio in background
Movies on TV:
Pro TV,Antena1, HBO
Fall asleep:
Radio in background
Pulse Findings
Career Builders
Career is most important for young people who are yet to
marry
Consider the family a form of additional moral support and
security
Purchase decisions or preferences are primarily influenced by
strong, well known brands, past product experience and
friends recommendations
They have a very low amount of leisure time
Doing everything for their children is the most important duty
for parents
They like to spend money and do not set limits for the
amount of money spent during their leisure time
Pulse Findings:
Career Builder Media Habits
Watch TV in the evenings after 19:00 (busier ones
after 21:00) or in the morning before work between
8:00 and 8:30
Preferred TV channels : Pro TV, Antena 1, Discovery,
Animal Planet, HBO
Preferred programmes: News, Movies, Talk shows,
music and documentaries. Women prefer series (not
soaps) and men prefer sports programmes.
They read print media: Romania Libera, Jurnalul
National, Libertatea, Cotidianul. Males also read
Capital, Catavencu and women read Avantaje, Unica
and Formula As.
Pulse Findings:
Career Builder Media Habits
For some the radio is permanently on whilst at work,
in the car or in the kitchen
They feel irritated by advertising that is aired too
frequently (as with detergent brands)
They love discounted items and free samples
A Day In The Life of ...
Career Builders
Morning
Wake up to radio
Go to work. Listening to radio on the bus, metro or in the car
At work radio is on in the background
Skim the newspaper during the coffee break
Early evening
Go out with friends in bars, terraces, restaurants
Late evening
Go home, eat some dinner, see what is on TV or read
Weekend
Saturday morning - weekly shop at the supermarket
Most of the weekends are spent out of the city, in the
mountains, by the sea or in the country
Career Builder Mediography

Career builders


Morning
Breakfast:
Radio - Contact, Pro FM,
TV - ProTV or Antena1
Travelling to school/ kids to
school:
Radio on bus (car) / Metro
Outdoor
Afternoon Early Evening
Shopping after work:
Outdoor, Radio
Meet friends
Park/Bar/Terrace:
Outdoor, Radio
Late Evening
Weekend:out of city with friends
Outdoor
Movie on TV:
Pro TV,Antena1, HBO
Skim newspaper at work
Radio in background at work
The Media Process
Information - Client Briefing
Consumer Insight
Strategic Plan - Media vehicles &
Communication goals
Media Mix
The Media Pyramid
Level 1
TV will always be the major medium
the brand builder
mass reach (89% average daily reach)
swift coverage build
sound, vision & motion
limited time exposure
expensive capital cost
Most reliably researched
TV
Level 2
Press
lower reach / slow coverage build
(daily newspapers have 27% reach)
mass & niche targeting
longer exposure - allows for more
complex messages
(support/promotions)
less capital cost
regional / local opportunities
pass on readership
limited research
Press
TV
Media Mix
The Media Pyramid
Radio
Press
TV
Media Mix
The Media Pyramid
Level 3
Radio
low reach, high frequency
usually a support medium
flexible
ideal for promotions
regional / local opportunities
inexpensive medium
low production costs
creative limitations
limited research (Bucharest only)


Level 4
Outdoor
good awareness/brand image
builder
high frequency
regional / local opportunities
2D medium
limited targeting / high wastage
very limited research


Outdoor
Radio
Press
TV
Media Mix
The Media Pyramid
Setting Communication Goals
Reach & Frequency Targets
One of the most difficult media selection
problems facing clients and media planners is
determining the balance of the media impact:
How many times and how many of the target audience do
we want to be exposed to the commercial
Given the already high brand awareness, for year
2000 there is no need to buy high levels of
frequency - we do not need to reach the
consumer so many times, it could result in a
negative response to the advertising
There is a need to minimize the amount of exposure to high
levels of frequency ie. minimize the tail.
Setting Communication Goals
Frequency Curve : March 1999
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100
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Frequency
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Connex Dialog
The Frequency
Tail
We have looked at the frequency levels for
campaigns earlier this year
Over 20% of our
target audience
are seeing the
advert over 20
times a month
Source : CSOP/Info TV
Television Strategy
We have developed two unique strategies one for
Corporate & Brand Image TV campaigns, the other
for promotional TV campaigns
It is important to set effective reach & frequency
targets for each individual campaign
Corporate Image TV Strategy
All Adults 25-45 yrs Urban
Advertising Awareness for Connex is already at
94%
It cannot get much higher!
We do not need to buy high reach/frequency TV
campaigns, but need to keep a top of mind
awareness on a weekly basis
Recency Theory : continuous weights of activity
for 52 weeks of the year maintaining an effective
1+ weekly reach level - sustaining the already
high brand awareness
Corporate Image TV Strategy
All Adults 25-45 yrs Urban
1
+

R
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a
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h

(
%
)

0
10
20
30
40
50
60
70
80
0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300
TRPs
At 110 TRPs we
achieve 60% 1+
Reach
50 TRPs more only
builds an extra 10%
reach - cost inefficient
Source : CSOP/Info TV
Corporate Image TV Strategy
All Adults 25-45 yrs Urban
In reach terms, it is not efficient to buy more
than 110 TRPs
We recommend running at 110 TRPs per week
for 52 weeks of the year, reaching 60% of our
target audience each week
This will
guarantee the awareness is maintained across next year
save money, to either be held in reserve or to upweight
other media

Postpaid Promotional TV Strategy
All Adults 25-45 yrs Urban
Promotional activity is the key driver in terms of
sales
Promotional weights of advertising will vary
dependant upon the relevant objectives/scenario
The strategy we will show illustrates the rationale we would
use to set our communication goals


Postpaid Promotional TV Strategy
All Adults 25-45 yrs Urban
We have used TeleWeighter as a guide to
provide us with a basis for the frequency target
TeleWeighter determines the optimal number
of times the target needs to see the advertising
It is designed to work with input from
clients/marketing and creative people

After applying
all of the
various
marketing,
creative &
media factors,
Teleweightor
recommends a
frequency of 7!
Setting Communication Goals
Reach & Frequency Targets
TeleWeighter recommends a target frequency
of 7
To reduce the tail we must set an optimum
frequency corridor
ie. A maximum number of times we would ideally want
consumers to see the message
We recommend between 7 & 10 times
Our target audience do not need to see the message more
than 10 times
If they are not driven to purchase after 10 contacts, they are
unlikely to be after 15 or 20!
Excessive frequency could have a negative effect on our
target audience


Setting Communication Goals
Reach & Frequency Targets
Now we have the target frequency corridor, we
need to find the level of TRPs that deliver the
optimum reach within this band
Frequency Corridor
(7-10 Exposures) Adults 25-45 yr Urban
0
5
10
15
20
25
30
35
40
45
50
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5
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TRPs
R
e
a
c
h
After 950 TRPs, coverage
is building outside of our
target coverage band
At 950 TRPs we reach
26% of our target
audience the optimum
number of times
Source : CSOP/Info TV
Frequency Corridor
(7-10 Exposures) Adults 25-45 yr Urban
The data shows, if we set a target frequency
corridor between 7-10 exposures, we should set
an optimum promotional weight @ 950 TRPs per
month
However, the data is based on diary data & the
reach will be overstated
Bucharest peoplemeter data shows between a 10
& 25% overstatement in terms of reach between
diaries & meters, therefore we recommend a
15% safety margin

Recommended Promotional Weight
950 TRPs x 15% = 1,100 TRPs

Prepaid Product Benefit TV Strategy
All Adults 16-24 yrs Urban
As with the postpaid campaign, we recommend
using recency theory to maintain a continuous
presence across the year
Industry viewing data & our own Pulse insights,
highlight how active this target group are & so
we will need to set a higher weekly reach target
than for the postpaid campaign
0
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40
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60
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90
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1
+

R
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(
%
)
1+ Reach
0
10
20
30
40
50
60
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80
90
0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300
1
+

R
e
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(
%
)

Prepaid Product Benefit TV Strategy
All Adults 16-24 yrs Urban
Source : CSOP/Info TV
We recommend a
target of 150 TRPs
@70% 1+ reach
Frequency Corridor
(7-10 Exposures) Adults 16-24 yr Urban
As with the postpaid sales promotion, we have
set our frequency corridor at between 7 & 10
exposures
The following graph looks at the coverage build
in this frequency corridor for All Adults 16-24 yrs
Urban

Frequency Corridor
(7-10 Exposures) Adults 16-24 yr Urban
0
5
10
15
20
25
30
35
40
0
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TRPs
R
e
a
c
h
After 900 TRPs, coverage
is building outside of our
target coverage band
At 900 TRPs we reach
25% of our target
audience the optimum
number of times
Source : CSOP/Info TV
Frequency Corridor
(7-10 Exposures) Adults 16-24 yr Urban
The target frequency corridor between 7-10
exposures should be set at 900 TRPs per month

With a 15% safety margin built in for the
expected loss in reach when the new
peoplemeter data becomes available the
Recommended Promotional Weight
900 TRPs x 15% = 1,035 TRPs

Target Reach & Frequency Goals
TV Summary
Campaign

Corporate Image
Post Paid Sales Promotion

Prepaid Product Benefits
Prepaid Sales Promotion
Reach
Target
60% per week
26% per month

70% per week
25% per month
Frequency
Target
1+
7-10

1+
7-10
Target
TRPs
110
1,100

150
1,035
Press Strategy
Why Press?
To support and complement TV activity
What Press?
Central Press - covers Bucharest and the largest cities
Local Press - to cover the other cities within Romania, the
statistics show that local newspapers have the highest
readership in these cities

Press Strategy
Sales promotions
national and local newspapers will be used to build fast
awareness amongst our target
1/2 colour page and special format (junior pages) with
premium positioning for maximum visibility ie. Right hand
page facing editorial or the last page (with out paying any
surcharge)
Image campaigns
Magazines - longer term exposure and high print quality,
better for generic messages rather than promotional
1/1 pages full colour - cover positions only
Press Strategy
IMAS (Masop) readership software will help us
select the best titles for our target audience, &
allow us to see which days of the week have the
highest number of readers
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 Libertatea 12.36 5.62 8.99 7.87 9.55 7.3
2 Pro Sport 10.11 11.8 9.55 8.99 11.8 6.74
3 Adevarul 9.55 10.11 8.99 8.43 9.55 7.87
4 Evenimentul Zilei 6.18 9.55 8.99 5.62 7.3 -
5 Jurnalul National 3.37 8.43 2.25 4.49 1.69 2.25
6 National 5.62 7.87 6.74 4.49 6.18 2.81
7 Monitorul 6.18 3.93 7.3 6.74 6.74 5.06
8 Gazeta Sporturilor 6.74 3.37 6.18 5.62 5.62 6.18
9 Romania Libera 2.81 5.62 4.49 3.93 4.49 2.81
10 Ziua 1.69 1.69 2.81 2.25 3.37 1.69
Daily Newspapers
Reach per day - All Adults 25-45 Urban
Press Strategy
Seasonality Considerations:
4 press campaigns in 2000:
Post paid sales promo
Corporate
Pre paid sales promo
Pre paid prod. Benefits
The press campaigns will support the TV
Press Strategy
Geographic Considerations
Bucharest, priority and protection areas - 60% of the budget
because of the affluence of the areas
Undeveloped areas - 40% from the budget

Press Coverage - Reach (000 individuals)
Others - 950
Pro Sport - 230
Gazeta Sportului - 307
Ev. Zilei - 690
Adevarul - 1,247
Monitorul - 2,117
Others - 1,010
Romania Libera - 462
Even. Zilei - 561
Monitorul - 639
Cot. Maghiar - 1,018
Adevarul - 2,328
Others - 2,591
Adevarul - 998
National - 1,070
Romania Libera - 1,240
Ev. Zilei - 1,467
Libertatea - 1,758
Others - 3,005
Pro Sport - 829
Libertatea - 865
Ziua - 899
Ev. Zilei - 1,596
Adevarul - 3,741
Transilvania
6,018
Moldova
5,542
Muntenia
10,934
Bucharest
9,124
Source: IMAS
Transilvania
6,018
Moldova
5,542
Muntenia
10,934
Bucharest
9,124
REGIONAL VARIATIONS
More readers in Muntenia and Bucharest
Source: IMAS
Press Coverage - Reach (000 individuals)
Press Strategy
Comunication Levels
Sales promotion - heavy weight campaigns
80% 1+ coverage - 350 TRPs/4 weeks (approximately 75
insertions)
Image campaign
50% 1+ coverage - 200 TRPs/4 weeks (approximately 20
insertions)
We have to reach more rapidly brand awareness in
promotions than in image campaigns
Crossover Readership : Adults 25-45 yrs Urban
Source: IMAS
No. Publication
L
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L
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a
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a
1 Libertatea 23.7

2 Pro Sport 35.4 16.8

3 Adevarul 43.6 36.5 24.5

4 Ev. Zilei 42.3 39.8 44.9 29.8

5 J. National 39.0 34.9 42.8 44.6 24.2

6 National 33.4 30.1 37.5 37.7 35.4 15.8

7 Monitorul 36.7 29.3 34.4 41.6 35.2 27.5 13.5

8 Gazeta Sporturilor 27.8 19.9 28.3 32.6 27.8 20.7 19.4 6.1

9 Romania Libera 34.9 31.4 36.7 40.3 37.2 31.6 32.1 22.4 19.4

Low duplication
of readership
We can use the IMAS
software to calculate the
duplication between titles
& therefore minimize the
wastage
The Media Process
Information - Client Briefing
Consumer Insight
Strategic Plan - Media vehicles &
Communication goals
Implementation, Optimisation &Negotiation
Implementation, Optimisation & Negotiation
Once our broad strategy, choice of media &
communication goals have been set, we can look
at the implementational strategy
current market factors
Optimisation / TV channel analysis
media selection
availability
special offers / deals

Detailed Media Plan
Post paid Sales Promotion Jan-March
As per client brief
Media Objectives
Maximize OTS and REACH against relevant target
groups to build corporate image and increase
sales & brand awareness
TV Budget Share
50%
35%
15%
40%
45%
15%
40%
50%
5%
5%
45%
45%
5%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Promo GSM Corporate Promo Go Benefits
Others
TVR1
ProTV
Antena1
Antena 1
Market share leader (urban)
National Football Championship
Blockbuster Tuesday movies
Top news audience
Top rating on TeleEuroBingo
ProTV
Quality programs
Constant high audience in prime
time
Dynamic
Young orientation
TVR 1
changing the image
broadcast the most
important sport events
improve movies
quality
more commercially
oriented
TV Budget Share
accordingly with:
TV market share
CPP
Programs quality
Target orientation
PostPaid Sales Promotion
Campaign : Sales Promotion
Budget : 438,660$ net
TVCs length : 30 / 10
RC : 30
Press : 1/2 page
Target : All, 25 - 45 yrs, Urban
Timing : 17th Jan-12th March (8 weeks)
Key marketing issue: Originally planned as a 6
week campaign but extended to 8 weeks
TV Media Planning Strategy
Campaign: Front weighted campaign
Promotional offer needs to build high reach in first few
weeks, so achieve this by selecting high rating programmes
and avoid duplication
after six weeks will be another pick (new offer)
TV Media Planning Strategy
TV channel selection:
ProTV
High rating in late fringe: Chestiunea zilei
Good movies & series
entertainment programs with high TRPs: Vacanta mare
Antena1
programmes with high TRPs and good affinity: news,
TeleEuroBingo
good for building reach & frequency
TVR1
some good programmes but poor affinity
October 1999
Atomic
1%
Tele 7
1%
Acasa
7%
TVR 1
16%
ANTENA
1
32%
Others
16%
PRO TV
27%
0
10
20
30
40
50
Jan Feb Mar Apr May June July Aug Sep Oct
1999
T
R
P
PRO TVR1 A1
CHANGE OF
MARKET
LEADER !
Share Evolution by Channels
Jan-Oct 1999, Target 25-45 y.o. Urban
Average Daily Reach by Station
All Adults 25-45 yrs Urban
0
20
40
60
80
100
%

R
e
a
c
h
T
V
R
1
T
V
R
2
P
r
o
T
V
A
n
t
e
n
a
1
A
c
a
s
a
P
r
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m
a
A
t
o
m
i
c
T
o
t
a
l

T
V
Jan-99 Aug-99
-17.8
-10.4
-2.8
-9.5
-10.9
-8.8
-3.4
Source : CSOP/Info TV
NB. Atomic reach figure only available for August

TV Media Planning Strategy
Day part selection:
11% morning - high affinity & good building incremental reach
72 % prime time - big TRPs
17 % late fringe - high affinity programmes, good for adding
reach & picking up light viewers cheaply
Position in break: First (Last)
good visibility
highest TRP in break
Media achievement
Total TRPs: 2,273
Reach: 1+ 97.1% 7+ 74.6%
Estimated Coverage 24% in corridor 7-10 exposures
OTS: 23.2
Press Media Planning Strategy
Press selection:
National - covering Bucharest and the main towns & cities
Local - big regional affinity covering counties and towns
throughout all the country
Title selection and recommended number of
insertions, reach and frequency are done with
with the aid of Adimas Masop and Mepop
optimisation systems
Maximise coverage by avoiding titles that have
crossover readership
Press Media Planning Strategy
Increased frequency during the launch period
Regional selection
will use 24 local titles
regional titles will be used in conjunction with national titles
to cover priority and protection markets
targeting more on loyal and heavy users located in priority
and protected areas (economic potential).
18 titles from priority and and protected areas
6 titles from under-developed areas


Press Media Planning Strategy
Page placement
maximum visibility will be achieved by
right hand page opposite editorial for dailies
4th cover for weekend magazines

Radio Media Planning Strategy
Radio selection:
national - cover Bucharest and the main cities of the country
local - big regional affinity
Radio frequency is bigger in priority and
protection areas
Regional selection
will use 35 local radio stations
targeting more on loyal and heavy users located in priority
and protected areas (economic potential)
29 stations from priority and and protection areas
6 stations from less developed areas
TV
50%
National Press
27%
Local Press
11%
Local Radio
12%
Television:
Main media vehicle
Builds high reach
Press:
Secondary media vehicle
Detailed explanations
National coverage
& high local reach
Radio:
Selective (regional)
Good for frequency
Supports the promotion
Total Budget: 431,660$
PostPaid Campaign Media Budget Split
Media Overview 2000
Media Overview 2000 Summary
Setting our communication goals, & moving
towards CPP deals (with some stations) that
show deflation for Connex, means that we can
fulfill the requirements of the brief & still
underspend the budget
The remainder of this budget could be spent in a
number of ways
A tactical reserve - to use to combat any major activity by
CosmoRom
Sponsorship opportunities
Support more promotional campaigns
The Media Process
Information - Client Briefing
Consumer Insight
Strategic Plan
Media vehicles & Communication goals
Implementation, Optimisation &Negotiation
Inspect- Post Buy Analysis
Post-Buy Analysis
Campaign post-buy/ evaluation report
Marketplace Summary
Reporting of campaign achievements vs plan
TRPs, Reach, expenditure, conversions
Competitive activity report
Remuneration
We are proposing a monthly fee based upon
varying budget levels for next year, with a lower
fee at higher budget levels to reflect our
economies of scale.
The commission percentage on which this fee is based is
also shown, with a discount for both planning & buying
Budget

$0 - $5m
$5 - $10m
$10m+
Planning
(%)
1.5
1.5
1.5
Planning &
Buying Fee
$10,400
$19,150
$17,500
Planning
Fee
$6,250
$12,500
$12,500
Buying
(%)
1.2
1.0
0.8
Buying
Fee
$5,000
$8,333
$6,600
Planning &
Buying (%)
2.5
2.3
2.1
Appendix
Buying Conditions
TV Analysis
Competitive Report
Outdoor Monitoring Examples
Buying Conditions
Pro TV Buying Conditions
1.0 Mil.
Rate Card + Ag Disc.(15%), Ag. Vol.(5%), Client Vol. Disc.(5%)
10% bonus during summer
1.5 Mil.
Rate Card no.11 frozen for 2000 year + Client Vol.Disc.(6%)
10% bonus during summer
2.0 Mil.
Rate Card no.10 frozen for 2000 year + Client Vol.Disc.(7%)
15% bonus all year excepting summer with 25% bonus
2.5 Mil.
1999 deal + 5% more discount
3.0 Mil.
1999 deal + 10% more discount
100% TV Budget Share of Private Stations
CPP = 99$ for all 6+ urban on CSOP data
Antena 1 Buying Conditions
Share of Budget CPP (6+ all urban, CSOP)
40% 75 $
35% 85 $
30% 90 $
For TVCs less than 30 the cost is with 10%
less comparing rate card.
For campaign prepayment no positioning
surcharge for 50% of TVCs
25% bonus airtime during summer time
PR packages monthly (minimum 2)
100% budget share CPP = $50
TVR 1 Buying Conditions
Rate Card no. 10 frozen
No charge for choosing the break and position in break
0 - 250,000$ net
30% discount
250,000 - 500,000$ net
33% discount
500,000 - 750,000$ net
36% discount
over 750,000$ net
40% discount
25% bonus TVCs (in value) during Jan - April and Aug - Sept (5%
planed by agency and 20% by TV station) excepting Euro 2000
First right of refusal for special programs and events (Euro 2000)
Atomic TV Buying Conditions
CPP = 50$ AGB (approximately $39 CSOP)
Target: 15 - 25 yrs, all urban, AGB)
No charge for choosing the break and position in
break
Romanian TV Marketplace
Television Penetration by Channel
Channels National Urban Bucharest

TVR1 99.7% 99.7% 100%
TVR2 66.2% 83.5% 100%
ProTV 56.8% 82.9% 97.1%
Antena 1 59.4% 87.8% 95.1%
7ABC 20.7% 33.1% 90.2%
Prima TV 52.9% 81.5% 93.1%
Acasa TV 40.0% 67.1% 73.5%
Source: CSOP-Gallup
Share Evolution by Channel
All Urban Individuals 4+
October 1999
PRO TV
23.8%
ANTENA
1
29.6%
Others
17.0%
TVR 1
18.8%
Acasa
7.6%
Atomic
1.5%
Tele 7
1.7%
Key to Antena 1s Success ...
Special Summer Programmes
National Football Championship
0
10
20
30
40
Jan Feb Mar Apr May June July Aug Sep Oct
1999
T
R
P
PRO TVR1 A1
CHANGE OF
MARKET
LEADER !
Average Daily Reach by Station
October 1999 All Urban Individuals 4+
0
10
20
30
40
50
60
70
80
90
100
%

R
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R
1
T
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R
2
P
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A
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1
A
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a
P
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A
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T
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T
V
Source : CSOP/Info TV
NB. Atomic reach figure only available for August

Average Minutes Viewed Per Day by Month
All Adults 16-24 yrs Urban
0
50
100
150
200
250
300
350
Jan Feb Mar Apr May June July Aug Sept
82 minutes less
viewing in summer
Source : CSOP/Info TV
Average Minutes Viewed Per Day by Month
All Adults 25-45 yrs Urban
0
50
100
150
200
250
300
350
Jan Feb Mar Apr May June July Aug Sept
90 minutes less
viewing in summer
Source : CSOP/Info TV
21.7
14.5
12.9
21.1
18.3
42.6
11.6
10.3
0
10
20
30
40
50
60
70
80
90
100
T
V
R
1
T
V
R
2
P
r
o

T
V
A
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n
a
1
T
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e
7
P
r
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a
A
c
a
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a
A
t
o
m
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%
Average for
All Stations
17.88
Channel Composition
Jan-Sep 1999 - All Adults 16-25 yrs Urban
Source : CSOP/Info TV
33.7
32.5
20.7
33.9
29.4
18.6
18.6
21.3
0
10
20
30
40
50
60
70
80
90
100
T
V
R
1
T
V
R
2
P
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o

T
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A
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T
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7
P
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a
A
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a
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a
A
t
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m
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%
Average for
All Stations
28.99
Channel Composition
Jan-Sep 1999 - All Adults 25-45 yrs Urban
Source : CSOP/Info TV
Average Daily Reach by Station - Jan vs Aug 1999
All Adults 16-25 yrs Urban
0
20
40
60
80
100
%

R
e
a
c
h
T
V
R
1
T
V
R
2
P
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T
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A
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1
A
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a
P
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a
A
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T
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T
V
Jan-99 Aug-99
-20.6
-5.7
-4.9 -7.0
-3.2
-6.7
-5.0
Source : CSOP/Info TV
NB. Atomic reach figure only available for August

0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
TVR1 ProTV Antena1 Acasa Prima Atomic Total TV
Average Daily Reach by Station - Jan vs Aug 1999
All Adults 16-25 yrs Urban
0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
TVR1 ProTV Antena1 Acasa Prima Atomic Total TV
-16.8
-7.0
-1.2
-5.7
-1.3
-5.7
0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
ProTV Antena1 Acasa TVR1 Prima Total TV
Jan-99 Aug-99
Weekday
-28.9
-1.9
-10.4
-9.0
-7.8
-9.0
Weekend
Source : CSOP/Info TV
NB. Atomic reach figure only available for August

0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
TVR1 ProTV Antena1 Acasa Prima Atomic Total TV
Average Daily Reach by Station - Jan vs Aug 1999
All Adults 25-45 yrs Urban
0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
TVR1 ProTV Antena1 Acasa Prima Atomic Total TV
-14.7
-11.2
-0.9
-7.5
-9.8
-7.5
0
10
20
30
40
50
60
70
80
90
100
%

R
e
a
c
h
ProTV Antena1 Acasa TVR1 Prima Total TV
Jan-99 Aug-99
Weekday
-24.2
-7.5
-7.5
-13.6
-13.2
-11.7
Weekend
Source : CSOP/Info TV
NB. Atomic reach figure only available for August

OCTOBER 1999
PRO TV
23.8%
ANTENA
1
29.6%
Others
17.0%
TVR 1
18.8%
Acasa
7.6%
Atomic
1.5%
Tele 7
1.7%
Key to Antena 1s Success ...
Special Summer Programmes
National Football Championship
0
10
20
30
40
Jan Feb Mar Apr May June July Aug Sep Oct
1999
T
R
P
PRO TVR1 A1
Share Evolution by Channels
Jan-Oct 1999, Target: All Individuals URBAN
October 1999
ANTENA
1
25.80%
PRO TV
28.40%
Others
19.80%
Atomic
3.50%
TVR 1
13.00%
Acasa
8.50%
Tele 7
1.00%
0
10
20
30
40
50
Jan Feb Mar Apr May June July Aug Sep Oct
1999
T
R
P
PRO TVR1 A1
Share Evolution by Channels
Jan-Oct 1999, Target: 16-24 y.o, Urban
Saturday Sunday
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
Pro TV
Antena 1
TVR 1
Surprize, Surprize TeleEuroBingo
Telenovela
Vacanta Mare
Chestiunea Zilei
Average Rating by Station
October 1999 - All Adults 16-24 y. o. Urban
Saturday Sunday
0
5
10
15
20
25
30
35
40
45
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
45
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
45
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
Surprize, Surprize TeleEuroBingo
Observator
Duminica in Familie
Chestiunea Zilei
Pro TV
Antena 1
TVR 1
Average Rating by Station
October 1999 - All Adults 25-45 y. o. Urban
Saturday Sunday
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
5
10
15
20
25
30
35
40
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
TVR 1 Antena 1
Prime Time
News
Pro TV
Antena 1
TVR 1
Average Rating by Station
October 1999 - All Individuals Urban
Saturday Sunday
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
16 - 25 y.o. Urban
25 - 45 y.o. Urban
News Preference
Same trend in weekend Career Builders
Afternoon
Average Rating by Day
October 1999 - ANTENA 1
Saturday Sunday
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
16 - 25 y.o. Urban
25 - 45 y.o. Urban
Young Adults Afternoon
News Preference
Same trend in weekend
Average Rating by Day
October 1999 - PRO TV
Saturday Sunday
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
0
10
20
30
40
50
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00:00
Monday - Friday
16 - 25 y.o. Urban
25 - 45 y.o. Urban
News Preference
Same trend in weekend
Average Rating by Day
October 1999 - TVR 1
Antena 1 is now for the first time the leader on the TV
market
Highest rating programmes for both audiences are
Saturday Surprize, Surprize on TVR1
Sunday TeleEuro Bingo Show on Antena1
Career builders are heavy news viewers
Young Adults prefer series (soaps), entertainment shows
(Vacanta mare)
Saturday afternoon ProTV programs have high affinity for
16-24 Adults, comparing with Sunday afternoon Antena 1
programs with big affinity for 25-45
Chestiunea zilei delivers the equivalent of a primetime
spot, during late fringe on ProTV
Audience Summary
138
Universal McCann final
Advertising Expenditures
Jan-Oct 1999
7,185,174
2,111,380
8,475,283
2,648,417
0
3,000,000
6,000,000
9,000,000
12,000,000
15,000,000
M O B I F O N M O B I L R O M
1999 estim.
0
3,000,000
6,000,000
9,000,000
12,000,000
15,000,000
M O B I F O N M O B I L R O M
1998
Source: A.C.Nielsen
Rate card prices (Do not include VAT and Local Taxes)
$
$
11,123,700
8,979,604 9,296,533
9,037,590
In 1998, the budget for November and December
signify about 30% from Jan-Oct budget
Jan-Oct
Jan-Oct
Nov-Dec
Nov-Dec
Jan-Dec Jan-Dec
Telecommunication Services
Advertising Expenditures
49.4
%
50.6
%
45.9
%
54.1
%
MOBIFON
MOBIL ROM
Total Expenditures= 15,660,457 $
No. Spots= 5,352
SHARE OF SPENDING SHARE OF VOICE
50.3
%
49.7
%
GRPs= 62,467
Telecommunication Services
TV Advertising Expenditures Jan-Oct 1999
CONNEX
GO!
28.27
%
CONNEX
GSM
71.73
%
Total Expenditures= 7,185,174 $ Total Expenditures= 8,475,283 $
DIALOG
GSM
73.27
%
ALO GSM
26.73
%
Connex Dialog
Source: A.C.Nielsen
Rate card prices (Do not include VAT and Local Taxes)
Telecommunication Services
TV Advertising Expenditures Jan-Oct 1999
21.75%
7.39%
69.92%
0.94%
Magazines
Newspapers
Television
Radio
Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $
25.43
%
7.37%
62.85
%
4.35%
Magazines
Newspapers
Television
Radio
Connex Dialog
Source: A.C.Nielsen
Rate card prices (Do not include VAT and Local Taxes)
Telecommunication Services
Advertising Expenditures Split by Medium
0.94%
26.59
%
66.08
%
4.34%
2.05%
PRO TV ANTENA 1
TVR 1 PRIMA
ACASA
Total Expenditures= 7,185,170 $ Total Expenditures= 8,475,283 $
0.81%
18.24
%
75.67
%
4.01%
1.28%
PRO TV ANTENA 1
TVR 1 PRIMA
ACASA
Connex Dialog
Source: A.C.Nielsen
Rate card prices (Do not include VAT and Local Taxes)
Telecommunication Services
Advertising Expenditures Split by TV Channels
0 100 200 300 400 500 600 700
Documentaries
Show Game Lottery
Music Programe
Sport Talk Show
Cinema Show
Other Program
Talk Show
Morning Show
Entertainment
Sport
News
Movie
Series
Dialog Connex
GSM vs. DIALOG
Source: A.C.Nielsen
Telecommunication Services
Number of Spots split on Programs, Jan - Oct 99
0 50 100 150 200 250 300 350
Documentaries
Show Game Lottery
Music Programe
Sport Talk Show
Cinema Show
Other Program
Talk Show
Morning Show
Entertainment
Sport
News
Movie
Series
ALO GO !
GO ! vs. ALO
Source: A.C.Nielsen
Telecommunication Services
Number of Spots split on Programs, Jan - Oct 99
Competition Analysis
Dialog spend more (rate card)
Dialog favorite TV station is ProTV
Dialog placed more TVCs in TalkShows and
Series = are programs with affinity = big
frequency in the same audience.
Connex aired more TVCs in Movies, News and
Sport = programs with big various audience =
rapidly build reach.
Outdoor Monitoring Examples