Sports Superstars Now Accessible and
Affordable For Radio and TV Advertising

ROI Media Direct and Brand Affinity Technologies Deliver Unparalleled Access to Athlete Endorsements for Radio and TV

SAN DIEGO, Calif. — JUNE 29, 2010 — ROI Media Direct and Brand Affinity Technologies, Inc. (BAT) have joined forces to usher in a new era of accessibility and affordability among athlete and celebrity endorsements. ROI, a full-service ad agency with tier-one clients such as: LegalZoom.com®, eHarmony® and Lifelock®, is an independently operated, wholly owned subsidiary of BAT, the company revolutionizing endorsement marketing. Starting today, BAT's Platform including over 36,000 athletes and celebrities is immediately accessible to ROI clients, streamlining a typically lengthy and expensive talent research and endorsement process.

"What BAT has accomplished is a game-changer in the world of athlete and celebrity endorsement advertising," said Zeus Peleuses, Partner at ROI Media Direct. "Case in point: a Pontiac dealer in St. Louis wanted a professional athlete for their radio campaign. In the past, advertisers would have had to jump through multiple time-consuming and costly hoops to secure such an endorser. Now this can be achieved affordably in a matter of days. Our BAT relationship opens up a whole new world of athlete and celebrity endorsement opportunities for our many advertisers who have quickly recognized the advantage.

"BAT's Platform makes it easy for local, regional, and national advertisers to launch cross-media campaigns featuring high-profile endorsement talent," Peleuses continued. "Our clients describe the Platform's interface as an 'iTunes experience,' in which advertisers browse a proprietary catalog of celebrities, including professional athletes, in search of the right spokesperson. BAT's Platform provides celebrity affinity on a daily, national and local basis via BAT's proprietary technology; commercial ready creative assets; and standardized contracts and negotiations so that campaigns can be up-and-running quickly and affordably."

According to Ryan Steelberg, President and CEO of BAT, "ROI Media Direct was the ideal fit in that they're way ahead of the curve in applying the power of celebrity endorsements to radio and TV campaigns. Listen to any commercial break on Rush, Jim Rome, Dr. Laura, Colin Cowherd, or Hannity and you'll hear them endorsing ROI clients. Our partnership with ROI opens up a universe of athletes and celebrities who are ready to apply their star power, credibility, and consumer affinity to both offline and online campaigns."

About ROI Media Direct (ROI)

ROI Media Direct is a full-service agency with offices in San Diego, CA, Newport Beach, CA, and New York. ROI is widely recognized for its acumen in direct response radio and television advertising, with high profile clients such as: LegalZoom.com®, eHarmony® and LifeLock®. With creative and buying divisions led by a doctor of psychology, ROI drives success for its clients by uniquely analyzing, orchestrating, and optimizing campaigns using its proprietary Ad•Col•ogy formula. Ad•Col•ogy is the total integration of experiential psychology and advertising for the express purpose of activating consumerism through shared experiences. ROI enjoys deep relationships and a pristine industry reputation among network and station executives and on-air talent.

About Brand Affinity Technologies, Inc. (BAT)

Founded in 2007, BAT (http://brandaffinity.net) is reinventing the business of celebrity marketing by making it easy and affordable for advertisers of all sizes to launch ad campaigns featuring athletes and celebrities. Advertisers use BAT's Endorsement Platform to identify, license, and activate the most effective talent for their campaigns, based on brand and targeting considerations. Currently, BAT's Platform features more than 3,500, and tracks over 36,000 top athletes and celebrities in markets nationwide. It is used by leading advertisers to build brand value and boost campaign performance. BAT's celebrity roster includes Olympic athletes and marquee active and retired players in nearly every sport, including Drew Brees (NFL), Jorge Posada (MLB), Rajon Rondo (NBA), Brooks Robinson (MLB — Hall of Fame), Walt Frazier (NBA — Hall of Fame), and Lennox Lewis (Boxing).

New Program Brings Radio Personalities
and Celebrities to Advertiser's Websites

SAN DIEGO, Calif. — July 13, 2010 — According to Dr. Greg Cynaumon, Partner and Creative Director of ROI Media Direct, a leading direct response radio advertising agency (by the way, his Ph.D. is in psychology), "Most advertisers understand the added value of tying their product into an on-air personality (talk radio host or DJ) or celebrity endorser. ROI Media Direct has taken that on-air attribute full circle to fully leverage the celebrity throughout the entire consumer experience."

According to Cynaumon, "Simply using an on-air endorser is a massive under-utilization of the endorser's power. Repurposing your endorser on your website as well as through email and SMS campaigns has produced immense lift in our client's sales. It's so simple and synergistic that it shocks us that this is a virtually unexplored territory," Cynaumon continued. "I mean, if you are spending good money and trusting the radio celebrity to represent your product on the air — doesn't it make sense to have that same radio celebrity meet and stay with your consumer throughout the sales cycle?"

ROI Media Direct, has not only created what they call the ROI VoiceStars 360º program — they've enlisted some of the biggest radio personalities and networks in the industry. Here's what you need to know about this new program:

FACT: Advertising messages that use the right celebrities (radio hosts, actors, musicians or athletes) can hugely augment credibility, increase sales, and shorten your sales cycle.

FACT: If your advertising features an endorser and you are not using the ROI 360º model on your website, chances are you are wasting over 50% of your endorser's value.

"In a tough economy, many advertisers are searching for innovative, lower-cost ways to get the most value out of their ad dollars. We're finding a number of direct response and brand advertisers are recognizing the huge value proposition here and switching their radio and online campaigns to ROI Media Direct," Cynaumon continued. "Not only will we create your advertising copy (at no cost), but we work with your celebrity or help you find the right, affordable celebrity endorser and introduce them to the entire sales cycle."

Here's how ROI does it. First, they provide consumer continuity through a creative and technology process allowing your celebrity to walk (virtually live) onto your website and greet your customer. Secondly, ROI 360º integrates psychology and technology to analyze prominent buy vs. don't buy decision points on your website. This allows them to reintroduce your celebrity endorser at just the right moment to reenergize buying decisions. And thirdly, ROI 360º recognizes that a significant majority of visitors to your website have not yet made a decision to buy. To help close these leads, they analyze your consumer's buying resistance and produce a strategic string of email and SMS follow-up messages. Each message is strategically timed and features your celebrity appearing virtually live with a message proven to increase closing ratios."

To summarize, Cynaumon added, "The ROI 360º program is an amazingly cost-efficient way to fully leverage celebrity, athlete and radio endorsers to your consumers. This is the first exclusively created advertising model to link both offline and online endorsement marketing to maximize return on investment.

To learn more about the ROI 360º program, contact ROI Media Direct at 858-412-1400.

MARCH 2010: ROI Media Direct
Bringing Hollywood Back to Radio

New VoiceStars 360º Program Allows Talk Hosts and DJ's to Review New Movies From Home and Talk About It On-The-Air

SAN DIEGO, Calif. — March 3, 2010— According to Zeus Peleuses, Partner at ROI Media Direct, a full-service advertising agency with offices in San Diego, New York and Newport Beach, CA, VS-360º is the first product to formally bridge the endorsement gap between the entertainment industry (movies, videos, concerts, publishing and video games) and radio personalities.

Peleues states, "Take movie releases for example. Currently, film studios purchase "air time" on radio stations, which play generic movie trailers — often the same trailers used on television sans video. Although this method has been used for decades, the movie industry generally agrees it produces marginal results."

Peleuses went on to say that VS-360º capitalizes on the FACT that, both national radio personalities (e.g., Rush Limbaugh, Dr. Laura and Howard Stern) as well as local radio personalities have tremendous influence over their audience's entertainment choices. If a personality loved a film, concert, book or video game, it's as if a trusted friend told them to see it.

Through its proprietary relationships with entertainment companies, movie studios and radio personalities, networks and stations, ROI Media Direct's VS-360º program has created the first automated entertainment review portal that connects entertainment properties directly to radio personalities. Personalities simply log in to ROI's encrypted portal and choose films they wish to preview. If the personality likes the film, or she answers specific online questions, which are turned into approved commercial copy and sent back to the radio personality for the on-air endorsement. Other aspects of VS-360º allow personality endorsements to be woven into the fabric of the program (product placement) rather than in commercial breaks. Other aspects of the program include movie review show features, audience theater screenings and ticket promotions."

For more information, Contact ROI Media Direct at 858-412-1400.

ROI continues
to receive industry acclaim... read
about it here

ROI Media Direct is a full service direct and brand response agency with an unparalleled reputation for orchestrating memorable and inexhaustible campaigns. ROI’s acumen revolves around out-thinking, out-strategizing and out-performing other agencies in relation to creative, media placement, campaign optimization and results. Additionally, no other agency has stronger relationships or offers greater access to national radio personalities for endorsement campaigns than ROI. ROI is a wholly owned subsidiary of Brand Affinity Technologies (BAT). As a result, ROI also provides instant access to more than 3,750 celebrities including Olympic athletes and marquee active and retired players in nearly every sport. Bottom line… in an industry where results are the ultimate arbiter of how long an advertiser stays with an agency; it speaks volumes that ROI has maintained multiple tier one clients for years. Copyright ©2011 ROIM, Inc.

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