1. The Excel Component -Screen Shots-

2. Excel Menu Showing All Functionality

3. You Can Select a Measure to Chart By Pointing & Clicking Competitive Charts

4. Resulting Chart That Was Produces Showing Target’s Performance Within Its Competitive Set Note: Function Buttons Are Located Below & to Side of Chart

5. Function Buttons Save Graph Button – Saves the chart in a specific directory. The file name includes the source, date, time and description of the chart Print Graph Button – Prints the chart horizontally Increase Font Size Button – Increases the font size of data and category labels Decrease Font Size Button – Decreases the font size of data and category labels Increase Title Size Button – Increases the font size of chart title Decrease Title Size Button – Decreases the font size of chart title Use Old Size – Uses the original font size for chart title Edit Chart Title Button – Allows you edit each line of the chart’s title Use New Title Button – Replaces the original chart title with the edited chart title Use Old Title Button – Restores the original chart title Unprotect Charts Button – Removes the protection and let’s you edit chart Protect Charts Button – Restores the chart protection

6. Function Buttons Cont. Abbreviate Names Button – This option abbreviates the publication name. It could be extended to abbreviate other measures if you let the vendor know what you want abbreviated, and what abbreviations you want to use. Full Names Button – This option restores the original publication names. Move Title Left – This option moves the chart title to the left Move Title Right – This options moves the chart title to the right Graph Menu Button – This option displays the graph menu for the current table Depending on the table, there are buttons that allow you to go to following selected tables: –Display Table –Sorted “Display Table –Top List “Measure Table –Strength Table

7. You Can Also Use a Menu to Create a Chart You Can Also Use a Menu to Create a Chart Note: The Chart Produced Will Be Identical to the Prior Chart Except the Target’s Performance Will Be Charted With Respect to All Brands in the Analysis

8. Chart Produced From Prior Menu Selections This Chart Can Be Transformed into a Vertical Bar Chart With A Click of a Button

9. Resulting Vertical Bar Chart Produced By Clicking Vertical Bar Chart Button on Previous Page

10. You Can Filter the Input Display Table Based on up to 10 User-Defined Criteria

11. Resulting “Filtered” Table Resulting “Filtered” Table Note: Filters Used to Create Table Are Shown in Row 6

12. Once the Filtered Table is Created The User Can Select the Metric to Chart Note: IDEAS Will Generate A Chart For Each Measure Meeting Specified Criteria And Save it in Dedicated Directory

13. An Example of a “Filtered” Chart Note: Up to 300 Filtered Charts Can Be Created in 5 Minutes

14. The Sort Function The Sort Function Note: Display Table Can be Simultaneously Sorted on 6 Measures/Columns

15. You Can Ask IDEAS To Show You the Top 10 Measures for Each of up to 30 Categories for 8 Media Metrics

16. The Table That Was Created When Top 10 Demographic Index Measures Was Selected

17. Once a Top 10 Table is Created, The Data Can Be Charted with a Click of the “Graph Top 10” Button on the Previous Page

18. By Clicking the “Read Table” Button, IDEAS Will Actually Talk to You And Explain How To Read & Interpret the Data

19. You Can Also Ask IDEAS to Show You The Top 100 Measures Across All Categories for Each of 8 Media Metrics

20. The Resulting Chart That Was Created When Top 100 Index Measures Was Selected

21. You Can Ask IDEAS to Create A Table And Create Charts Showing The Target’s Top 100 Strengths & Top 100 Weaknesses Vs. Any Given Competitor

22. Table Produced Showing Target’s Top 100 Strengths Vs. Brand 3 Note: Strengths & Weaknesses Are Based on Compositional Differences

23. IDEAS Let You Chart the Top 100 Strengths & Top 100 Weaknesses in Groups of 10 By The Click of the Button

24. With the Click of A Button You Can Determine Share, Loyalty, & Other Key Measures For All Brands in The Analysis

25. Once The Prior Table is Created You Can Plot the Top 10 Brands For Each Column in the Table

26. Chart Produced By Selecting Top 10 Brands in Analysis Based on Loyalty

27. With the Click of A Button You Can Determine Share, Loyalty, & Other Key Measures For All Brands in The Target’s Competitive Set

28. If You Do Not Understand a Marketing or Statistical Term Just Ask Ideas And The Program Will Talk to You And Explain

29. By Using This Menu You Can Eliminate One or More Charts From All Subsequent Charts That Are Produced

30. Chart Produced Prior to Eliminating Brand 8 Using Prior Menu

31. Chart Produced After Eliminating Brand 8 Using Prior Menu