connecting advertisers audiencesnta allows advertisers to target qualified customers...

CONNECTING ADVERTISERSWITH AUDIENCES®


CALL VALPAK ANDTALK TO AMERICA DIRECTLY®

YOU WON'T FINDA BETTER VALUE

CREATIVE SERVICESOur full-service creative department works with advertisers to develop interactive online and high-quality

printed marketing materials that project your company’s image and style. Our award winning team of

professional photographers, graphic designers and copywriters can create unique campaigns or use existing

design elements, supplied by you or your agency, to produce a robust and well-thought-out ad solution that

suits your needs.

PRODUCTION SERVICESAdvertisers looking for something more unique can choose from a variety of printing, design and fulfillment

options including four-color Premium Color® coupons, flyers, coupon booklets, magnets and more, to fit

your product, message and budget. Valpak account representatives will help you obtain mail lists that will

accurately target your qualified audience.

DESIgN AND PRODUCTION

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2 I N C R E A S E y O U R O P T I O N S

4 M A x I M I z E y O U R M E D I A D O l l A R S

6 TA R g E T E D , I N N O VAT I V E , C U S T O M I z E D

8 M A x I M I z E y O U R M E S S A g E

10 VA l PA k ® P R I N T S O l U T I O N S

11 S O l O VA l U E S ®

12 I N T E R N E T S O l U T I O N S

13 M O N T h l y P R O M O T I O N S

14 C O M P R E h E N S I V E S U P P O R T S E R V I C E S

16 D E S I g N A N D P R O D U C T I O N

3504.2729 #12-0

Valpak is one of the strongest

consumer brands I know of

for strong awareness and

very quick, clear relevance

to consumers. They call it

“Value Pack,” and to millions of

Americans every month, it

is just that. Cox Target Media®

has made the right choice in

putting their resources

behind this brand.”

Scott Miller

CO-AUThOR Of BUIlDINg BRANDwIDTh

fROM hARPER-COllINS AND ThE

UNDERDOg ADVANTAgE: USINg ThE

POwER Of INSURgENT STRATEgy TO

PUT yOUR BUSINESS ON TOP

2

TARgETED MEDIA wIll INCREASE

NOT

15

OUT ThE PROCESS SERVICES SUPPORT yOU

CUSTOM fIT fOR yOUR BUSINESS SUCCESSResearch Services And Consumer Behavior Tools Valpak uses nationally recognized research services to obtain census, demographic, consumer behavior and

consumer expenditure data to ensure precise audience targeting for the best possible results. Our

knowledge and understanding of the Valpak consumer means your advertising dollars are

maximized.

Syndicated consumer surveys from Scarborough Research, Simmons Market

Research Bureau and Claritas are used to identify specific consumer behaviors

of interest such as media usage, lifestyle activities, shopping patterns, and

demographic data.

These specific consumer shopping and spending behaviors are then

connected to the Valpak audience with data provided by PRIZM NE®,

Buying Power Index and the Consumer Expenditure Survey from the

Bureau of Labor Statistics.

Valpak relies on proprietary data to continually monitor the changing

attitudes of its Valpak consumers. The Valpak brand’s relevance to its

select consumers’ desires is continually measured and monitored by

internal and external researchers to maximize advertiser response.

Professionally trained research consultants are available to provide pre-

and post-analytical support to advertisers who need unique qualitative or

quantitative data on individual programs:

• Geographical Targeting/Mapping services are provided based

upon neighborhood demographics, retail shopping locations,

traffic patterns and postal carrier routes.

• Pre-Analytic support includes using sophisticated targeting

techniques to ensure advertisers are purchasing the most appropriate

portion of the Valpak audience.

• Post-Analytic support includes a variety of testing methods to measure the

success of the Valpak program or the offer itself.

VAlPAk SOlUTIONS & SERVICES ENSURES yOUR MESSAgE hITS hOME IN MORE wAyS ThAN ONE

Valpak is a results-driven marketing company that offers advertisers full service,

targeted, direct marketing solutions and support services. Valpak is an affiliate of

Cox Enterprises, Inc., one of America’s leading media companies with major

holdings in newspaper, television, radio, cable TV and Internet/interactive

industries. Taking advantage of our collective understanding of media,

Valpak has created integrated programs to maximize your campaign

potential.

whEThER MARkETINg ON A lOCAl, REgIONAl OR NATIONAl SCAlE, yOU CAN TAlk TO AMERICA DIRECTly® wITh VAlPAk • Responsive consumer audiences know and trust our nationally-

branded products

• Valpak works with you to develop unique direct marketing programs using your own consumer databases or by creating micro-targeted audience profiles based on your campaign needs

• Advertisers can buy nationally and execute locally, enabling you to target messages by market or neighborhood

• Selective trade areas as small as 10,000 households, online and/or offline, or as large as 45 million throughout North America

• Tap into our award-winning research support services group to customize your campaign targeting methodology

• Engage our award-winning creative services design team to develop a new campaign or an extension of your existing creative design

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Cox Enterprises is the 8th largest media company according to a published statement from Ad Age, feb. 27, 2006.

Copyright © 2007 Cox Target Media, Inc. All rights reserved.

Valpak®, Valpak.com® and Solo Values® are trademarks of Valpak Direct Marketing Systems, Inc., its subsidiaries and affiliates.

All other products and company names are used for identification purposes only and may be trademarks and/or registered trademarks of their respective owners. Valpak DMS makes no claims to these trademarks.

yOUR OPTIONS

l IMIT ThEM

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ThROUghCOMPREhENSIVE SUPPORT

By successfully partnering

with Valpak on various movie

releases since 2001,

we have continued to achieve

positive results as Valpak

delivers high consumer

awareness and excitement

while driving response to

the box office. Valpak is our

direct mail vehicle of choice

as it delivers our message to

the right audience every time.

Valpak will continue to be a

significant part of our marketing

mix to drive results for further

movie launches.

rita ProSyak

VICE PRESIDENT

fEATURE fIlM PROMOTIONS

20Th CENTURy fOx

Valpak encompasses the

power of direct mail as

its extensive reach drives

viewership consistently to CBS’

featured programming. The

goal of our partnership—to

enhance consumer awareness

and response—exceeds our

expectations each and every

time. we look forward to

continued success with Valpak.

GeorGe Schweitzer

ExECUTIVE VICE PRESIDENT

MARkETINg & COMMUNICATIONS

CBS TElEVISION

4

MAxIMIzEhIT MORE hOMES. hIT MORE

ThE VAlPAk NATIONAl PROMOTIONS PROgRAM BUIlDS AwARENESS, CONSUMER ExCITEMENT AND ANTICIPATION AROUND EVERy MAIlINg

• Each blue envelope becomes interactive as

consumers respond emotionally to the element

of surprise and the chance of winning instant

prizes and rewards.

• Valpak consumers are engaged to open the

envelope, not only to look for local values,

but also to participate in exciting lifestyle

promotions.

• Valpak national promotions are a consumer

favorite, increasing the brand’s #1 market

leader position and generating the highest

open rates in the industry to ensure your

marketing messages are seen.

• Promotional partners include CBS, Turner

Network Television, 20th Century Fox,

A&E Television, Paramount, NBC-Universal

and others, providing strong consumer

interest in the envelope.

MONThly PROMOTIONS

13Source: Valpak Readership Study, Directions in Research, March 2007

VAlPAk DElIVERS

More Efficient Than Other Media

Radio, television, newspapers and other media blanket large areas, reducing the effectiveness

of your advertising dollars.

Because we have a thorough understanding of, and presence in, local, regional and

national markets and a strong success rate in targeting “qualified” members of our

audience, we can design a comprehensive proposal that hits home for you

every time.

TARGETABLE – Audiences can be identified by age, income, family status

and other demographic, geographic, consumer behavior or expenditure

identifier. Our branded programs can be designed to target an area

surrounding specific retail locations or pre-designated trade areas as small as

10,000 homes, or even smaller if your proprietary program requires it.

TRACkABLE – Using national campaigns with total-market versioning or

creating unique local neighborhood promotional programs, Valpak can help you

create or match databases of sales and customer information that will help you to

maximize your current and future customer acquisition and loyalty programs.

EFFECTIVE – We take the guesswork out of your marketing efforts. No matter which solution or

service you use, we provide measurable and quantifiable results.

COST EFFICIENT - Our programs provide you with dynamic marketing options designed to suit your specific

budget and campaign objectives without the inefficiency of traditional media.

SyNERGISTIC – All of our Valpak product options can be used as stand-alone marketing programs, or they

can be integrated into existing multimedia campaigns to extend messaging and measurability.

ACCURATEly.yOUR MEDIA DOllARS

CONSUMERS gO TO VAlPAk.COM®

fOR SAVINgSWith more local online offers available in more markets

than any other Web site, Valpak.com offers even more

savings and values that consumers want. Web site and

e-mail links and printable offers are available 24 hours

a day, seven days a week from any home or office

computer connected to the Internet.

• Build your customer base and extend your reach with Valpak.com, one of the largest local savings sites on the Internet.

• Featured on over 519 million Valpak

envelopes annually.

• Generates business with a click-through to your own Web site, special features page or e-mail link.

• Helps consumers find your business location easily with maps, directions and distance information.

• Requires no technology investment, hosting fees or

Web site development.

ThE VAlPAk.COM AUDIENCE IS MADE UP Of MOTIVATED CONSUMERS whO ARE MOST lIkEly TO PRINT AND USE INTERNET SAVINgS OffERS

• Nearly half of the upscale Valpak.com audience has an average household income over $50,000.

• Consumers visit Valpak.com for savings and values near home, work and where they travel.

• Valpak.com is the entry portal for the national

Valpak promotion sweepstakes, which deliver

even more visitors to the Web site.

• Offers are sorted by distance for maximum targeting

and impact. Google® maps make locations easy

to find.

INTERNET SOlUTIONS

12 5Source: comScore, Plan Metrix Site Audience Profile Report, Summer Release, 2007

we have experienced response

rates that have exceeded all

previous ad campaigns. I am

extremely pleased with our

return on investment and look

forward to planning Solo mail

and Valpak into our budget for

next year.

cindy MatthewS

AT&T MOBIlITy

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TAI lOREDTARgETED, INNOVATIVE AND

TAIlORED TO yOUR NEEDS

Unlimited format options and personalized messaging are the hallmarks of the Solo Values program. you select

the message, mail design format, in-home dates, audience segmentation criteria, versioning and more. Solo

Values offers you complete control and maximum flexibility.

whEN TO USE SOlO VAlUES MAIl: • For radius mailings around the location of a target market area

(i.e. closest 2,500 homes, a segmented neighborhood or ZIP Code)

• For event-driven promotions such as grand openings, holidays, special sales, etc.

• For expanded market coverage (reach customers outside Valpak mailing areas)

• When the timing of your promotion falls between Valpak mail dates

• To increase frequency when used in conjunction with the Valpak monthly mailing schedule

UNIQUE SOlO VAlUES BENEfITS: • Pinpoint accuracy – Customize your mailing list to match your target audience. Custom list options

include carrier routes, age, families

w/ children, ZIP Codes, income,

birthdays, cities, homeowners,

businesses and more

• Choice of mailing dates and

frequency – you set the in-home

date to meet your promotional

needs.

• Short lead-time – Respond quickly

to promotion opportunities,

competitive pressure and unique

market conditions.

• Postal/transportation savings and

expertise – We analyze mailing

options and recommend the lowest

postage cost relative to product

format and list selection.

SOlO VAlUES®

11

7

VAlPAk IS yOUR SINglE SOURCE fOR DIRECT MARkETINg SOlUTIONS & SERVICES.

fOR yOUR SUCCESS CUSTOMIzED SOlUTIONS

Valpak cooperative mail programs use a unique

proprietary segmentation system called Neighborhood

Trade Areas® (NTA®). The selection criteria for an

NTA is part of the reason why Valpak direct mail

solutions offer advertisers the highest level of

measurability in the industry. An NTA is a logical

grouping of approximately 10,000 addresses based

on mid-to-upper income demographics, purchase

behaviors, proximity to retail shopping locations,

traffic patterns and postal carrier routes. Mailing by

NTA allows advertisers to target qualified customers

geo-demographically for the best possible results.

The Valpak audience is also profiled using syndicated

research from Scarborough Research, Claritas-PRIZM

NE®, Simmons Market Research and other audience

profiling tools, providing advertisers with useful

lifestyle and predictive behavior data.

CONNECTINg yOU wITh yOUR CUSTOMERS

From mass-targeting to precision placement, Valpak offers advertisers multiple ways to speak to those

qualified consumers who are most likely to want or need your products and services. And whether you want

to reach busy families, professionals, or active retirees, advertisers can trust Valpak to treat consumers as

smart, sophisticated shoppers who want offers that are relevant to their lifestyle.

• The Valpak cooperative direct mail programs enable you to focus your messages on a single

neighborhood, city, DMA or a combination that matches your store coverage areas or desired

consumer profile.

• Valpak makes planning your campaign easy. By utilizing the Valpak regional mailing areas, you can set

up your campaign’s in-home dates with ease.

• Valpak mails each region of the U.S. and Canada once a month so your advertising message arrives

within a targeted time frame in the city, DMA, state/province or region you choose.

VAlPAk PRINT SOlUTIONS

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Single Parent familyTeenagers w/ Internet Access

Traditional family withChildren, Drives Mini-Van

Professional Couple in 30sDual Income, Outdoor lovers

Professional womanOwns Cell Phone, Travels Often

homeowners wholike gardening

females 25-54hh Income $35,000+Excessive Clothes Buyers

Professionals 25-45hh Income $60,000+

Dine Out frequentlyOR

Single ParentBook Purchasers

Active Retireeshousehold That Never Misses

A Summer VacationProfessional Male/female

Internet PurchasersMale Music lover

SOlUTIONS ThAT wORkValpak offers a number of distinctive products and services that work together to create

full-circle direct marketing support, regardless of how dispersed or diverse your audience might be. Our

solutions can consistently connect you with your best prospects.

PRINT SOlUTIONS • Branded consumer products, with a loyal readership base

• Weekly scheduled mailings and a variety of ad format options

• Solo direct mail programs for customized messages and audiences

INTERNET SOlUTIONS • Enable you to reach a responsive online audience

• Extend your reach via exclusive distribution partnerships

INTEgRATED SOlUTIONS • Convert Web traffic to store traffic and vice versa

• Allow you to create your own custom consumer profiles for enhanced performance

• Offer free design services to help you maintain brand efficacy

we were thrilled with the

knowledge gained by the

research. Initially, we were

skittish about couponing, but the

test campaign produced such

great results that we are now

moving forward with Valpak in

other markets. Valpak made it

easy to reach our consumers’

homes.

DIRECTOR Of MARkETINg

A NATIONAl SPECIAlITy

RESTAURANT gROUP

8 9Source: Valpak Readership Study, Directions in Research, March 2007

wIThCOMPlEMENTARy PRODUCTS

CORE CONSUMERS MAxIMIzE yOUR MESSAgE

PRINT SOlUTIONS:The Blue Envelope — Valpak Cooperative Direct Mail • Consumers throughout North America know and trust Valpak to deliver savings and values.

That’s why nearly 9 out of 10 adults aware of receiving Valpak usually open and look through the blue envelope.

• The Valpak envelope contains a mix of ads from national, regional and local advertisers, including dining and entertainment, home improvement, health and beauty, automotive and more.

• From savings alerts, special discounts and offers, to menus and more, consumers look to Valpak each month to deliver rewarding, relevant and reliable ads from neighborhood businesses and national brands.

• Advertisers can select from a full range of professional marketing services including campaign concept, design, printing, list acquisition and in-home distribution.

• We have 40 years of experience developing the most effective strategies for businesses of all sizes.

Valpak fast facts • Valpak is delivered to 115 U.S.

Nielsen markets (DMAs) and Canada

• In 2007, nearly 20 billion ads were delivered inside the Valpak envelope

• In 2007, over 500 million envelopes were mailed to nearly 46 million unique addresses in the U.S. and Canada