The document discusses best practices for insert media campaigns, including plan development, testing, creative execution, and performance evaluation. Some key points include: - Testing new programs, vehicles, formats in strongest months with control groups to reduce variables - Conducting direct comparisons between test and control groups to ensure statistically valid results - Evaluating performance of individual programs, vehicles, categories to determine rollout potential - Employing consistent branding across creative while targeting messages and offers to specific audiences - Allowing flexibility in response methods like phone numbers, websites, reply cards - Collaborating closely with media partners on execution and addressing issues promptly

2. Best Practices and New Practices in Insert Media Marissa Meredith , Media Director, PlusMedia Michael Feldstein , Marketing Director, Boardroom Shawn Anne Buttschau , Senior Director Insert & Print Media, Paradysz Jennifer Mancini , Consumer Marketing Manager, Rodale Moderator: Roger Baran , Senior Director Alternative Media, Rodale

32. Testing Phase 1

34. Testing Phase 2

37. Testing Phase 3