Pricing Advertising: Learning the code: Avails

Another post in the series to help you get the most from your advertising dollars.

Another term you’ll hear bandied about by radio and televisions sales people (otherwise known as “account executives” or “A/Es”) is avail.

An avail is the unsold inventory of ad time/space.

In the case of radio and television, there are only 24 hours in each day. In each hour of programming, there are only so many units available for advertising, (he number per hour varies).

In the case of radio and television, there is no way to store and sell yesterday’s unsold time today. Once today has passed, so have the opportunities to have your message aired via that medium.

Remember, your local radio station or television station can’t store up the excess advertising time that goes unused in the first quarter and shift it to the fourth quarter.

As the beginning of a new year is just around the corner, keep in mind AVAILS as you talk with your media reps. There are tons of avails for fourth quarter 2007… keep that in mind as you plan first quarter 2007 advertising.

If you need a step by step guide to creating truly effective marketing messages for your small business- pick up a copy of my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results.