The document proposes an advertising strategy for The Home Entertainment Co. in local magazines and mailers. It recommends targeting high-income homeowners in specific affluent areas with ads positioned alongside relevant editorial content. Goals and key messages around the company's 30 years of experience would be used to create ads optimized for response. Placement in specific months aims to reach homeowners when their need is being "stroked".

1. Date: March 16, 2005 For: The Home Enterainment Co. Mike Zazanis By: Rich Wilhelm (301)495-7733 x25 [email_address]

2. AN ADVERTISING OPPORTUNITY Mike: There are hundreds of ways to get your message out there and we both know only a few have decent payoff in Return On Investment. Word-of-mouth IS the best advertising. The second best advertising is to place your message alongside story-content that is perfectly complementary to your product. That’s smart advertising as long as it reaches your target market. Let me tell you how I can accomplish that goal. I have been partnering with clients and developing advertising solutions in TV, radio and print since 1996. I take good care of my clients!

3. … YOU NEED TO HAVE A GOAL to reach for

5. STRATEGY THE PAPER Once we declare some goals, I will use the pictures, geographic choice of zones, size of the ad to get you in front of the right homeowners. Use of tactics like Front Cover “lead-in” ads will work to ensure the ad is “found.” A strategic position like p.2-7 range will further ensure success . At 11 months per year, your message can achieve frequency without a fortune in outlay. The ad should not be too text-laden, so as to not spoon-feed well-educated area homeowners who will seek more research on the web at the time of call. One great home entertainment picture is probably all we need. THE MAGAZINE The Home Entertainment Co. belongs in the Magazine only if the McLean-Bethesda area of the highest household income is to be targeted. Placement needs to be strong too: alongside the plasma screen article while the need is being stroked in the homeowner.

8. PICTURES You & I will change the ad to reflect the time of the year as we push the button of homeowners. We paint the picture & the homeowners…busy homeowners say: “ I need THAT!” “ 30 years of experience”

10. PARTNERSHIP Unlike the other print mediums out there: my goal is to grow your business, not just move “space”. I succeed when YOU succeed. Its that simple.