MEDIA PLANNING PROCESS

CMI strives to be the most sophisticated and expert media planners in the industry, and are managed by the most broadly experienced group of professionals in the health care media business. This confirmation results in the production of superior media plans.

The CMI Planning Process

The CMI planning process has three phases and encompasses 12 steps. This insures a far more in-depth and comprehensive planning process. Not satisfied with producing just a media schedule, CMI utilizes this approach to develop a plan that truly answers the questions of any management. The three phases of our process are:

• Phase 1: Pre-planning Phase—an in-depth parameters discussion to learn all of a brand's marketing strategies. Strong plans come from strong communication that produce pre-planning insights.
• Phase 2: Plan Development Phase—Media selection with plan options, as well as reach and frequency goal achievement.
• Phase 3: Execution and Management Phase—Day-to-day revisions, placement and billing, evaluation and reporting, plan adjustments, and year-end summary reporting.

Pre-Planning—This phase begins with CMI conducting research to develop and document all relevant factors that will affect the construct of an appropriate Media Plan. Our unique "Parameters Form" provides the basis for a comprehensive face-to-face meeting with Brand Team members designed to further elaborate and confirm any and all planning parameters. Included in these parameters are items such as:

• Objectives
• Goals
• Relevant marketing factors
• Timing
• Ad Descriptions
• Target Audiences
• Campaign/ad messages
• Budgets
• Opportunities for co-promotion with other client brands
• Additional information

CMI believes that defining a client's planning parameters is critical to ensuring the recommended Media Plan complements the total promotional effort of the brand, has measurable end points that are consistent with key marketing objectives, and contains the specific elements needed to guarantee reasonable returns.

Planning—After a Parameters Form is approved, the resulting Media Plan is produced. Since it is closely based on the client's direction and communicated parameters, it usually requires only minor revisions should the client want to make a few adjustments. CMI's advanced planning technology allows a CMI plan to include multiple options for the same cost other planners would charge for a single option.

Execution—The approved plan's media schedule is then implemented through our buying agency (Compas, Inc.) Compas issues required monthly Insertion Orders (I.O.s), verifies implementation, and pays all related invoices.

Management—During the course of the media plan, CMI continues to evaluate options and opportunities (such as added-value programs) as they present themselves, and implement and share additional revisions as approved by the brand. During this time, the schedule is also put through an Optimization process to maximize discounts, savings, and other program enhancements offered by various publishers. Management also includes regular update meetings to review the Media Plan's performance, share-of-voice comparisons to competitive promotion, and additional recommendations for implementation throughout the year.