* ADVERTIS.TXT

                        ADVERTISING & PROMOTION

    * Tools and Methods to increase our customers' awareness of our
    product(s).
    * Your purpose: enhance, promote, and support the fact that your
    products / services XXX.
    * Remember: Advertising and promotion is an investment, not a cost.
    * Recommended Reading:  "Ogilvy On Advertising" by David Ogilvy.

(Company) recognizes that the key to success at this time requires
extensive promotion.  This must be done aggressively and on a wide
scale.  To accomplish our sales goals, we require an extremely capable
advertising agency and public relations firm.  (Company) plans to
advertise in major trade magazines such as "XXX", "XXX", and "XXX".
Upon funding, an agency selection shall be made and, with their
assistance, a comprehensive advertising and promotion plan will be
drafted.  Advertising will be done independently and cooperatively with
Distributors, OEMs, retailers and companies with whom (Company) has
joint marketing/sales relationships.

ADVERTISING AND PROMOTION OBJECTIVES

Position (Company) as the leading XXX (maker, servicer) in the market

Increase company awareness and brand/name recognition among
business managers and XXX retailers, buyers, customers.

Generate qualified sales leads for field sales organization action

Develop, through market research, significant information to develop
immediate and long-term marketing plans

Create product advertising programs supporting the "XXX" (better taste,
lower fat, more fun) position

Coordinate sales literature, demonstration materials, telemarketing
programs, and direct response promotions in order to XXX

    * Describe how your advertising/promotion objectives fit together to
      optimize the impact of your overall promotional campaign

MEDIA OBJECTIVES

Gain awareness of company among XXX groups, XXX engineers, XXX buyers,
and XXX customers and owners

Establish an image of (Company) as a XXX organization that is very
professional, completely reliable, and highly XXX (position in market)

Maximize efficiency in selection and scheduling of publications to cover
XXX and XXX markets

MEDIA STRATEGY

Position (Company) in a quality editorial environment consistent with
creative objectives.

Select primary business publications with high specific market
penetration.

Schedule adequate frequency to impact market with corporate image and
product /service messages

Select specific media to reach dual markets.

Where possible, position advertising in or near XXX (articles on
industry, product /service reviews, front cover, center spread) and
appropriate editorials

Utilize U.S. editions of XXX, XXX, and XXX (consumer, trade, specialty
publications)

Employ special high-interest issues of major publications when possible

Maximize ad life with monthly and weekly publications

To get the most out of our promotional budget, our media coverage will
be to focus on a XXX audience.

    * Recap your customer profile
    * Select specific group that buys your product or service.

We will develop an advertising campaign built around XXX
(product/service innovation, high-performance, competitive advantages),
beginning with a "who we are" position and supporting it with ads that
reinforce the XXX message.  Importantly, we will develop a consistent
reach and frequency throughout the year.

Due to the nature of our product/service it is necessary to run
(full-page 4-color ads/only 1/4 page B&W ads).

ADVERTISING CAMPAIGN

The best way to reach our potential customers is to develop an intense
advertising campaign promoting our basic premise -- "XXX" (your selling
basis, theme, position in market)

To maintain/establish our XXX company image, the delivery and tone of
our statements will be XXX (understated elegance, hard driving
excitement, excellence, glamour, reality, slice-of-life)

Ads will convey the look and feel of a XXX (describe your image)
company.

Research indicates that XXX (direct mail, direct response, TV, Radio)
type of advertising has not yet been used by any of our competitors.

The consumer mindset, as described in "Marketing Strategies" is XXX.
(see also Customer section)

Ideally, after becoming familiar with our product/service(s), the
consumer will XXX

    * Specify actual consumer action -- call our toll-free 800 number
    and place their order using their Visa card, call for a brochure,
    attend our tradeshow booth, etc.
    * Being specific here will set the stage for developing appropriate
    ads.

To eliminate the biggest objections to immediate action, our
advertisements must address XXX (known/anticipated objections,
difficulties with product/service acceptance, how to own/use product or
service immediately)

Because XXX (product/service) is so innovative/unique/etc., it is
important to develop a promotional campaign that is consistent and easy
to understand.

Accordingly, (Company) has created a system of research and response to
insure the maximum benefit of our advertising dollars.

    * Develop an ad history: One way to measure publication
    effectiveness is to count the number of responses/inquiries and/or
    purchases per 1,000 readers (paid circulation) -- given a particular
    ad.  Vary your ads (size, message, etc.) and measure the
    differences.  Now you can calculate the number of responses per your
    investment in advertising.

PRELIMINARY MEDIA SCHEDULE

                                Circulation      Budget         Ad Size
    XXX (magazine, TV, Radio)      50,000        $1,500         1/4 Page
    XXX                           450,000        $4,400         1/2 Page
         Total                    500,000        $5,900         3/4 page

Anticipated Response (ex: 1/1,000)    500        $11.80 each

    * List publications
    * Editorial dates -- when they will run special issues (Special
    Issue: Office Automation, etc.) that will enhance your ads.
    * Obtain a copy of SRDS (Standard Rate and Data)

We expect to achieve a reach of XXX (total circulation/audience), and to
maintain that for a period of at least XXX (months)

Due to the XXX (seasonal, geographical, etc.) nature of our audience, we
plan to XXX (how you will counter these issues.)

In regard to competitor's advertising, it is necessary to XXX

    * Explain how your message will contrast with theirs
    * What if they run similar ads?

PROMOTION

In addition to standard advertising practices, we will gain considerable
recognition through XXX

    * Trade programs that are advantageous
    * Consumer programs that are advantageous
    * Press releases (if product is justifiably new and innovative)
    * Include budget and rationale
    * See also Public Relations section

(Product/Service) has already been installed at XXX and XXX (companies,
customers, stores, government agencies).  Our products/services will be
placed/offered in additional XXX's at substantial discounts.

The number of trade shows attended will be increased from XXX to XXX
each year.  These shows will be attended both independently and with
companies with which (Company) has joint marketing/sales or OEM
agreements.

Reports and papers will be published for trade journals and technical
conferences.

XXX (product/service) will be provided as a service in a XXX (retail
store, manufacturing, professional) environment -- a showcase for
(Company)'s products/services and an ongoing XXX (test, market test,
product development, promotional) environment.

Ideal consumer actions would be XXX (call 800#, clip the coupon, come to
store, call for a demo)

INCENTIVES

    * Consider the appropriate use of advertising specialties like
    coffee mugs, t-shirts, imprinted gifts and gadgets.
    * Look in your Telephone Classifieds under "Advertising Specialties"
    and request some catalogs for ideas.

DIRECT MAIL

    * Go to your local Post Office and request copies of The Mailer's
    Guide.  It contains abridged information on bulk mailing permits,
    mail classification items, customer service programs, and other
    facts basic to mailing needs.
    * Collect mailing list catalogs -- look for all the possible outlets
    for your product
    * Look in your Telephone Book Classified Advertising under "Mailing
    Lists"
    * Complete the chart below -- the list may surprise you as well as
    prove to be a valuable resource for resellers.


    Store / Company type          Total          SIC Code
    Department Stores             23,275          5311
    Garden Supply Stores          16,496          5261B
    Hardware Stores               40,140          5251
    Giftware Wholesalers           3,524          5199G
    Electrical Equipment Whlse    41,313          5063
        Total                    124,748

CORPORATE CAPABILITIES BROCHURE

    Objective:
        Portray (Company) as the leading supplier of state-of-the-art
        dynamic XXX

    Recommended Contents

    Introduction/background
         * Importantly, a distinction between the "new" XXX and other
         products
         * Statement of business philosophy
         * Statement on technology and list of "firsts"

    Facilities
         * A photographic tour

    Company profile

         * Sales - portray full selling team including Representatives,
         Distributors as a savvy, dedicated support group with one
         overriding mission: customer satisfaction

         * Marketing - present marketing department in their role of
         market research, product development, new product management,
         etc. providing improved product ideas to the user.

         High-Tech Companies

         * Manufacturing - in-depth view of sophisticated manufacturing
         with special emphasis on performance, inspection, advanced
         methods, capacity.

         * Technical Support/Quality Assurance - portray the QA and
         technical support staff as highly competent and dedicated group
         of individuals concerned with customer satisfaction, and with
         elimination and/or improvement substandard XXXs.

         * Product Development - present super high-tech image of the
         R&D group and their facilities.  State-of-the-art image
         critical.  Product innovation critical.  Photos of "secret"
         products undergoing tests, etc.

SALES SUPPORT COLLATERAL MATERIALS

Sell XXX (Product /Service)
    * Audio/Video Introduction Tape
    * News Releases - List appropriate
    * Brochures

Attract and Support Distributors

    * Introduction -- Letter
    * Business Plan -- Brief outline describing objectives, strategy,
    tactics to align resellers with you
    * Questions & Answers -- Address common questions
    * Some Ideas -- Other thoughts to be planted in reseller's minds --
    align their thinking with yours (collect their input from successful
    experiences)

Help Distributors Sell XXX

    * Presentation Binder
    * Presentation Format -- 1 on 1, Groups
    * Phone Script

List items that will assist the communications process

    * Ads                         * Newsletters
    * Brochures                   * Post Cards
    * Bulletins                   * Presentations
    * Business Cards              * Price Lists
    * Catalogs                    * Promotions
    * Charts                      * Proposals
    * Data Sheets                 * Questionnaires
    * Direct Mail                 * Reports
    * Financial Reports           * Resumes
    * Forms                       * Stationery
    * Handouts                    * Telephone Scripts
    * Invitations                 * Videos
    * Letters

         * Contact:

                        JIAN/Tools For Sales(tm)
                     Roadmaps to Better Mousetraps

                               Marketing
                          Product Positioning
                              Advertising
                        Sales Support Materials

          127 Second Street, Top Floor * Los Altos, CA  94022
                    415-941-9191 * FAX 415-941-9272

INVESTMENT IN ADVERTISING AND PROMOTION

For the first XXX months/years of our project, advertising and promotion
will require $XXX (figure about 20% of sales $$$ the first year) On an
ongoing basis we feel that we can budget our advertising investment as
XXX% of total sales.

This figure is necessary because of XXX (the specific goals you must
meet)

    * What is the optimum spending level for advertising and promotion?
    * How does this compare with industry averages?

Our Spending vs. Industry Average

    Advertising
    Sales Promotion
    Trade
    Consumer
    Other (specify)

    (Note that these figures may differ from those expressed in the
    Business Objectives chart.  The numbers here may be a percentage of
    shipments or may have other contingent conditions attached.)

Compared to industry average we are investing (more/less) in (Trade,
Consumer, etc.) promotion because XXX

    * Do the "heavy spenders" perform better?
    * What are your conclusions on advertising spending policy in this
    category?
