mwfusion | July/August 2007 | Vol. 5

	Main Story:
	Avoiding the Four Media Buying Pitfalls As published in Inside INdiana Business
	Making media buying decisions can be loaded with pitfalls for any size business. The process is more complicated than some advertisers realize, and what might seem like a very good deal on a media buy could end up being a huge waste of ad dollars if you aren’t watching out for the pitfalls.
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Positive Results:
KCCF: Strategic Plan Yields 40% Increase in Assets and Recognition from USA Today		AP&S Clinic: Re-branding Effort Revives Clinic’s Timeworn Image

In seeking a wider community presence for KCCF, Executive Director Susie Light found success and increased assets with a strategic plan, measured marketing effectiveness and a consistent and “shiny” new image. Find out more at: http://www.kcfoundation.org/ Download Article: PDF 52KB		A part of the community for 90 years, AP&S Clinic used research, an integrated marketing plan and a re-branding campaign to once again put itself top-of-mind with patients and physicians. Find out more at: http://www.apsclinic.com/ Download Article: PDF 60KB

Facts and Figures:
Media Usage Down in 2006
While the number of media outlets continues to explode, individual users are changing their media consumption habits. A recent study reported on MediaPost reveals that media usage per person actually dropped in 2006 over 2005. The trend holds challenges for marketers on all levels.
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