Appendix B

The SAFECO Media Example

Media plans are often so complex that they don’t lend themselves to learning. This one for SAFECO Insurance Companies does. It’s written from the advertiser’s point of view showing the mix of media that achieved the company’s goals in three distinct markets: Chicago, one of the nation’s three largest markets; Dayton, in the top 50; and Springfield, Illinois, a small market.

I discovered the article through the Smart Business Supersite, www.smart-biz.com, a terrific resource for sales and marketing people. Nanette Straw had written the article for the Direct Marketing Association. She secured permission through SAFECO Insurance Companies for me to share it with you.

Selecting the Proper Media to Reach Your Target ...

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