1. Television Bureau of Advertising

2. Media Perception Index Unit Pricing Cost Efficiency Environment Targeting Branding Business Process Creative Depth of Info Data Quality Accountability Audience Growth “Buzz”ReachRecency

3. Media Perception Index NetTV SpotTV CableNets Radio Newspaper Magazine Online TargetingCostBuzzReachProcess +1+2 Net Perception +16%+9%+6%+6%+27% Est. 2001 Growth +1% +2% +4+4 +2+2+4

4. Spot Television: Mission  Transform our Process… Become your most user-friendly transaction partner  Re-emerge as the medium of choice for Target Marketing

5. Media Perception Index TargetingCostBuzzReachProcess +2 +4 Net Perception +4+4 +2+2+4 NetTV SpotTV CableNets Radio Newspaper Magazine Online

6. Two Areas Reveal the Future  Distribution  Digital Technology

7. Key Distribution Battles  Video to the Home Cable vs. DBS  Broadband Cable Modems DSL Lines Wireless

8. Disruptive Technologies?  DVRs  Interactive TV

10. Commercial-skipping Influences Change  Better Commercials  Irregular Lengths  Integration

11. Interactive TV Questions  How much interaction do viewers want?  In what form?  What are the killer apps? Advertising Advertising Shopping Shopping Gaming Gaming Learning Learning Porn? Porn?

12. Brand Power is Everything!  The Internet raises the risks and rewards of Brand position  The Web is an info resource and transaction-enabler  Brand-building, “Offline” advertising is the perfect marketing complement to the Web