BILL O'CONNELL
THE O'CONNELL COMPANY
AUSTIN, TEXAS

BROADCAST ADVERTISING

Broadcast advertising can be a very scary proposition. It's a true unknown to many. There is generally ONE general purpose newspaper, and one or more specific interest publications in a market. Thus, there aren't too many tough decisions on advertising placement. But, broadcasting?? It's the proliferated "unknown". There can be 30 or more radio stations, and upwards of five broadcast TV stations, with unlimited cable outlets in one city. Who can provide professional guidance to help answer the questions? Questions...Questions...Questions Do I advertise on the 'Late Local News'?   What's best for my message on radio -- morning drive, or mid-day Saturday?   Do I even need to advertise?   After all, I'm in the newspaper.   Questions ... Questions ... Questions !! With all due respect to my brethren in radio and television sales divisions, THEY sometimes raise more questions than provide sound answers. Call a rep from each television station in your market, and you'll find that EACH ONE provides the 'greatest advertising buy' in the market! And, you know, they're partially correct ... each one most likely DOES have a certain element of the broadcast week which IS a great buy ... but IS it great for your customers. Forget about whether West Wing has top ratings in the city, if your customers could care less about politics, television drama, or Rob Lowe! Radio is equally difficult to evaluate. There are ratings, on which some stations totally hang their hat. And then, there are little diamonds in the rough ... unnoticed ... which might be perfect for your needs. Not many business owners can justify buying advertising on EVERY available radio station, and for good reason. They follow the four natural rules of radio success: •   "Reach", •   "Frequency" •   "Market Segmentation" (demographics), and •   "SIMPLICITY". How many people should logically hear my message?   How many times should they hear it?   Is the audience of that station (or program) more or less "apt" to notice and act upon my message?   And, have I kept it SIMPLE??? TeamOC will sit down with you and analyze your market, and your product or service as it relates to broadcast advertising. Is it even prudent to use 'broadcast'? And if so, which vehicle for which product line ... institutionally promoting your company in general, or an item or sale in particular. Then, we'll guide you through the other parts of the equation -- the writing and production of your commercial -- and any public relations activities which might be generated. Remember that Team OC is NOT an advertising agency. We work WITH you AND your agency, if you have one. We are simply a team you call upon for guidance and results. PUT THE O'CONNELL COMPANY AND "TEAM OC" ON YOUR PROJECT FROM BROADCAST MARKETING AND MEDIA SELECTION TO VOICE TALENT AND PRODUCTION AND ALL OF THE SOUND MARKETING PRINCIPLES AND COMMUNICATION ENDEAVORS YOUR PROJECT DESERVES... EMAIL BILL@TEAMOC.COM Bill O'Connell The O'Connell Company - TeamOC.com 512-250-2255 Austin, Texas BACK TO MAIN PAGE

BILL O'CONNELL COMPANY
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