Pricing Advertising: Learning the code: Avails
January 19, 2007
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.
Pricing Advertising: Learning the code : Advertising Account Executives
December 18, 2006
Buying advertising is tough. Whether it’s online or offline, if you’re not familiar with basic terms, then you’re starting the process behind the 8-ball.
Account Executive:
This person is a sales person. He/she has a quota to meet and a boss to answer to if that quota isn’t met.
If you’re lucky, you’ll find one who understands that the more effective your advertising is, the more money you’ll make, and the more money you make, the more money you’ll spend with him/her.
If you’re lucky.
More often than not, you’ll be interacting with the “sales pro” whose only goal is to hit the dollar figure set by the sales manager of the media you are considering.
If that means selling you into a program that doesn’t reach your target market, well, if you’re willing to buy it, this A/E (account executive) is willing to sell it to you.
That’s not to say this A/E is evil; on the contrary. He/she is doing his/her job, admittedly with a very short term focus, but is still performing the duties of the position.
That’s why it’s up to YOU to know who your target market is and to evaluate the offers that an A/E presents to you. If you know your customer well, then you’ll be able to spot the offers various media A/E bring for your consideration.
If your target market is comprised of avid Colts Football Fans, then the Wedding Spectacular isn’t the place for your message. Because there really is no way for the most persuasive sales person to get around the objection, “This isn’t reaching my target market.”
On the other hand, I always admired the A/E at a local radio station who sold a tire store a booth in that station’s “Bridal Spectacular.” I wonder if the tires store owner ever questioned whether or not his target market was brides to be?
