Re: Ibiquity's "Gag Order" on engineers


"D Peter Maus" <DPeterMaus@xxxxxxxxxxxxxxxx> wrote in message
news:Oq3Ei.501125$p47.258081@xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Ok....if you can take that message outside of normal channels to us,
then you can take a new sales pitch to the agencies outside of normal
channels to them.

Stations with older demos have been attempting this for years... decades. If
an agency has an order from the client to seek women 25-44, there is no way
they are going to buy a station that is mostly 45-64 or 55+. The agency has
nothing to gain by switching a "right" station on a buy for a wrong one. All
they do is endanger the account relationship when the analysis of deliverd
gross ratings points against the campaign target falls short.

Agencies don't determine demos in most cases. The client does. The age range
the client wants is part of developing the creative concept, so it will
appeal to the consumers the advertiser wants to reach. Once the creative is
approved, and often tested against the target demo, media budgets are
allocated and the buy specs are given to station reps so they can quote
against the cost per point goals for each market.

Nowhere does a radio station have an opportunity to change the creative, the
demo or the appropriate media.

Don't tell me it can't be done. I've cut too many wormholes in my
career to not know better.

Stations have tried for years and decades as I have mentioned. Occasionally,
one will get a little spillage money when the buyers get better than
anticipated rates... but they still have to deliver, manybe not as
efficiently, the target demo to some extent

Besides, it's the nature of creativity to do, present, execute, or
discuss something that's not been seen or done before.

The idea of a 55+ radio station trying to get P&G to change product design,
packaging and marketing so they can get on a buy is actually somewhat
humorous.


.

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  • Re: Ibiquitys "Gag Order" on engineers
    ... then you can take a new sales pitch to the agencies outside of normal channels to them. ... If an agency has an order from the client to seek women 25-44, there is no way they are going to buy a station that is mostly 45-64 or 55+. ... Agencies don't determine demos in most cases. ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... nothing to gain by switching a "right" station on a buy for a wrong one. ... Agencies don't determine demos in most cases. ... The client does. ... approved, and often tested against the target demo, media budgets are ...
    (rec.radio.shortwave)
  • Re: Ibiquitys "Gag Order" on engineers
    ... And it does bear fruit...both for the end client and the station, which means it also bears fruit for the agency. ... One of the hottest things for a parent to do was to put their kid on the phone to the radio station. ...
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