Scarborough Learn to Earn Training

“ ” ManageMent

CoaChing guide

to optiMize

Your SellerS’

effeCtiveneSS

1. On-Demand Training Courses available 24/7 Qualitative 101: Learn the basics of qualitative consumer lifestyle data as part of the

prospecting and sales process.

QualitapSM 101: Convenient report tutorials help you easily navigate the software.

2. Live Web Monthly Training Classes These live, monthly, interactive classes offer everything you need for incorporating

Scarborough consumer lifestyle data into the sales process. More than 20 classes ranging from the how-to basics for new sellers and category-specific workshops for advanced sellers. View the complete class schedule online!

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Scarborough “Learn to Earn” Training:

Easy as 1, 2, 3!

3. Arbitron Diploma Series: Basic Sales The Arbitron Diploma Series is designed as a multi-lesson training program combining

basic sales and marketing concepts with the practical applications of Arbitron and Scarborough data through tapSCan® and Qualitap.

Targeted toward “new-to-radio sellers,” this intensive, two-day program focuses on the real-world applications of Arbitron and Scarborough data and reports in each phase of the sales process. The eight classes in the Arbitron Basic Sales program help rookie sellers understand how to position their stations and hit the ground selling. In addition to personalized attention for all participants, the program includes: training materials, sales situation homework assignments, a final exam and certificate of achievement. There’s no need for your sellers to travel—Arbitron training consultants will come to your station for two days. Call your Arbitron Sales Representative for more details.

Register Today if you are not already a registered user of the training Web site, just follow these steps: 1. Visit www.ArbitronTraining.com 2. click the orange “register Now. It’s Free!” button on the left side of the screen. 3. complete the new user registration form. In the “business group” section, select the “radio” button.

Sign Up Today for a live Web class, just follow these steps: 1. Log in at www.ArbitronTraining.com 2. highlight the “Live Web Training” menu on the left side of your screen. 3. choose a topic and follow the steps to the class registration page.

Scarborough “Learn to Earn” Training at www.arbitronTraining.com 1

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New Sellers: Live Web Monthly Training Classes on Qualitap Follow this step-by-step program to “Learn to Earn”

A SCARB 101 Qualitap: Scarborough Basics and the IQP Report All of the basics for sellers with less than one year of radio sales experience. This Session covers

Scarborough methodology, basic terminology and Instant Qualitative Profile reports in Qualitap.

B SCARB 102 Qualitap: How to Create a Profile Report Qualitative is all about two questions—who and what. Learn how to ask these two questions

to create basic Profile reports in Qualitap software. Profile reports help you to discover characteristics about your local market, local consumers and your audience.

C SCARB 103 Qualitap: Prospecting Local Direct Business with Scarborough Learn how to use Scarborough data to discover categories that appeal to your listeners. Determine

what categories and/or retailers at which your audience is likely to shop or purchase, and learn how to create sales pieces that help warm up a cold call.

D SCARB 104 Qualitap: It’s All About the Client Gain insight into business categories in your market, discover marketing opportunities for specific

retailers and learn how to use qualitative information to help you prepare the right questions for a customer call.

E SCARB 105 Qualitap: 5 Scarborough Stories You Can Use Today! Need a quick qualitative pick-me-up? Learn 5 simple qualitative reports you can use today!

F SCARB 200 Qualitap: Turning Data into Dollars Your listeners are more than just numbers on a page. They are real consumers who spend money!

Learn how to present your audience in terms any advertiser will understand—potential revenue— by learning how to incorporate Scarborough data in an ROI selling model.

A SCARB 101 Maximi$er: Scarborough Basics and the Instant Qualitative Profile Report All of the basics for sellers with less than one year of radio sales experience. This session covers

Scarborough methodology, basic terminology and how to use Instant Qualitative Profile reports in Maximi$er.

B SCARB 102 Maximi$er: How to Create a Crosstab Qualitative is all about two questions—who and what. Learn how to ask these two questions

to create basic crosstab reports in Maximi$er software. Crosstab reports help you to discover characteristics about your local market, local consumers and your audience.

New Sellers: Live Web Monthly Training Classes on Maximi$er® Follow this step-by-step program to “Learn to Earn”

Scarborough “Learn to Earn” Training at www.arbitronTraining.com 2

SCARB 300 Qualitap: Scarborough Advanced Applications in Qualitap

Have you mastered the basics of using Scarborough data? Ready for some new tools? This session shows you how to engage your prospects and clients with shopped vs. purchased information. You will also learn how to use the new features in Qualitap software version 10.1 including mean and median information, how to create 24-month surveys, as well as how to export data to Microsoft Excel®.

SCARB 301: MultiMedia Measurements in ScarboroughWe are no longer single-media consumers. Radio, broadcast/cable TV, newspaper, Internet, out-of-home, satellite radio/TV and direct mail are just some of the ways our consumers are being touched everyday. Explore Scarborough’s in-depth categories and multimedia reports to help your customers make the right decisions as they place their advertising media buys.

SCARB 401: Scarborough Automotive WorkshopThe depth of automotive information available in Scarborough local market consumer information is unmatched! Learn how to use this powerful information to help you increase revenue from radio’s top advertising category.

SCARB 402: Juice Up Your Beverage BusinessWhether you are pitching beer, soft drinks or fruit juices, Scarborough provides a detailed landscape of the beverage market. Learn how to compare brands and consumers, analyze the competition and win that beverage business.

SCARB 403: Make the Connection with Cellular/Wireless InformationWireless communications is one of radio’s hottest categories! Discover detailed information for this category in the Scarborough database that can help enhance your share of the wireless business.

SCARB 404: Moving On Up with Real Estate BusinessAre you pitching to realtors and lenders? This session highlights Scarborough’s real estate category from new and existing home sales to mortgages, and discusses how to present this valuable information to build sales in the real estate category.

SCARB 405: What’s in Store for You—Furniture WorkshopLearn how to separate yourself from your competitors by talking to your clients about what they care about most—their business! Learn how to position your station for a furniture sale using the depth of information available within Scarborough.

SCARB 406: Show Me The Money—Financial WorkshopCalling on a new local bank in your market? Working with an agency that represents a bank chain or about to cold call a financial planner? Scarborough data can help. Learn more about what’s available to you in the financial category and start using this information to make sales today.

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Advanced Sellers: Live Web Monthly Training Classes Choose the class that best fits your personalized needs

Scarborough “Learn to Earn” Training at www.arbitronTraining.com 3

SCARB 407: Entertainment Categories in ScarboroughIs your audience more interested in theme parks or skiing? Casinos or fishing? Football or baseball? This session shows you how to use Scarborough’s entertainment categories to match the right people with the right marketing event.

SCARB 408: Time for that Annual Checkup? Healthcare Categories in ScarboroughScarborough has a detailed list of healthcare categories to help you profile your clients’ customers and understand the needs of your clients’ business. Position yourself with Scarborough’s local market information to help your clients grow their business in the healthcare industry.

SCARB 409: Radio RecruitmentWhy is radio a better way to target potential employees than the classifieds? This session provides the benefits of utilizing radio for recruiting new employees and discusses how to talk with recruiters and HR personnel. You can use Scarborough data to show the power of radio and your station to deliver targeted employees to your clients!

SCARB 410: PoliticalDo you want your political clients to vote for your station for their advertising? Scarborough has a wealth of information to enhance your “political perspective.” From county of residence to referendum items up for debate, Scarborough can help show how voters, and your listeners, can be affected.

SCARB 411: SportsSell sports or run play-by-play on your station? Use Scarborough to show your clients the benefits of buying sports stations, events or sponsoring sports teams in your market. You’ll learn how to show the benefits of a sports listening audience, the media habits of sports listeners, even prospecting businesses that sports listeners are shopping at and buying from.

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Advanced Sellers: Live Web Monthly Training Classes Choose the class that best fits your personalized needs (continued)

Scarborough “Learn to Earn” Training at www.arbitronTraining.com 4

Getting Started on www.ArbitronTraining.com

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Log in register Today if you are not already a registered user of the training Web site.

Scarborough “Learn to Earn” Training at www.arbitronTraining.com 5

Live Web TrainingSign up Today for a live web class. get the training you need at a time that fits your schedule!

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© 2008 Arbitron Inc. Printed in the USA. RSS-08-01737 250 3/08 www.arbitronTraining.com

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Getting Started on www.ArbitronTraining.com (continued)

QualitapSM and Maximi$er® are marks of Arbitron Inc.tapSCan® is a registered mark of Tapscan Inc., used under license.Microsoft Excel® is a registered mark of Microsoft Corporations