Because I’m an entrepreneurial adchick, I AM the media buying department (among other things). This last year, I placed over $400,000 in media dollars here in Hooterville. But that was NOT without some priceless “reasoning” from the small town clients we represent. Here are a few sweet examples:
You need to buy a schedule from them because:
He/she bought a sofa from us.
We fixed their car.
He/She is a Republican.
He/She is a Democrat.
He/She is married to my cousin’s best friend.
He/She goes to my church.
I watch that show.
My mother reads that paper.
He/She is an NRA member.
You should NOT buy a schedule from them because:
I just don’t like him/her.
He/She is a Republican.
He/She is a Democrat.
I hate the way their station/newspaper reports the news.
They have never set foot in our store.
No one listens/watches that station.
I’ve never heard of them.
I never watch that show.
ARRRRGGGHH! What’s an adchick to do? Argue the facts, that’s what! It’s unusual to have TWO network TV stations in a market this small, but we do. Also a well subscribed cable outlet. So armed with a Nielsen book, CPP, rating and share data, I wear them down with more information than they really want , force feeding objectivity into them by the bucketful. Seldom do I lose these little discussions, but when I finally realize I’m getting nowhere, I remember my mantra: The client has the right to make the wrong decision.
More than the confidence that we’re getting an $8 CPP and reaching more than 60% of women 35+, is the comfort my client takes in knowing that his mother-in-law will see his commercial on Wheel of Fortune.
Maybe I could work at McDonalds.
You want fries with that?
