Ad Agency – Media Buy – Contracts – Standard Practices

[Nick Griffin]

And speaking of frequency. One of the dumbest mistakes that I see all the time on cable is over buying of single spots. For example, I have CNN and MSNBC on in a corner of the office on a fairly regular basis. That means I might see some spots 20 times in a week, 80 times in a month, a few hundred times before the spot is changed.

This is beyond dumb media buying. Instead of making me more interested it’s boring me to death. An example? Yellow Book. They have one spot at a time and run it into the ground. Saves on talent fees but bores the same audience over and over again.

Good examples of NOT doing this are:

Geico. The Don LaFontain – movie anncr spot is great and the Little Richard spot is the best! And their running these in rotation with some of the older lizzard spots.

Capital One. At least two different campiagns seem to be going at any one time, not just different spots, entirely different themed campaigns.

DiTech. Not great spots, but at least they know that with their frequecny they have to have different spots on a fairly regular basis.

There. I feel better know. Rant off.

[George Socka]

And then there is Head On – obviously repetiton works.

[Nick Griffin]

And then there is Head On – obviously repetiton works.

Brilliant. A spot for a headache remedy that actually GIVES you a headache. I lunge for the remote everytime it comes on.

[Craig Seeman]

[Nick Griffin] “And then there is Head On – obviously repetiton works.”

The “Plan 9 From Outer Space” of TV Spots.