By Chris Blair
Hall Communications buys and places a lot of ads and in over 25 years in this business, we’ve learned a thing or two about media buying.
One trend I see (and don’t agree with) is to produce an ad, run it in heavy rotation for 3 or 4 days, then assess it’s effectiveness based on sales figures during that period. Sorry to be harsh but this is lunacy! I’m pretty sure we here at Hall Communications aren’t the ones recommending this sort of ad schedule (at least I hope we’re not). There’s no way you can run an ad for just 3 or 4 days and expect it to consistently deliver results. Of course there are times when a particular event or sale could potentially benefit from this type of buy, but I’m talking about companies using this technique week in and week out for ALL of their television ad buys.
The scenario usually goes like this. A company spends a few days producing a commercial then they buy ad time on Wednesday, Thursday and Friday. The spot gets placed and the client tracks sales several times a day at multiple store locations. If after the second day, sales aren’t up over last year, it’s decided the ad “isn’t working.” That means either pulling the ad and replacing it with something else (that previously did well), or revising the ad with a new “sell” message of one kind or the other. Continue reading