January 13, 2011

Buying blindfolded

Many a local advertiser has had his pocket picked buying media.

The radio or tv station salescharmer puts together a “dynamite” schedule with an impressive number of spots, slides it in front of the advertiser, and sign right here please.

Never mind that the bundle includes the station inventory’s cats and dogs, that the audience demos don’t match the target, or that the cost-per-point is 30% higher than the schedule a competitor bought yesterday. That info is in hiding. Combine all that with a home-cooked, zero-credibility brand strategy (“Quality! Selection! Price! Service! And a bag of chips!”) and you have an advertising money pit.

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