IN A POL IT ICAL YEAR

H O W T O B U Y

TELEVISION

IF I HAD TO CHOP DOWN

A TREE, I’D SPEND THE

FIRST FOUR HOURS

SHARPENING THE AXE.

“ “- Abraham Lincoln

BUYING TELEVISION

ADS REQUIRES DOING

THE LEG WORK!

HOW YOU ASK?

GOOD QUESTION!

1. DO RESEARCH

2. ESTIMATE COSTS & BUY EARLY

3. BE FLEXIBLE

1DO YOUR

RESEARCH{ }

• Analyze buys in previous election years to

form your strategy.

• Know and study the market.

• Learn election dates and use those time

periods when selecting on-air weeks.

• Find out the station’s philosophy on

non-candidate dollars, as that is where

most of the clutter comes from.

SHARPEN YOUR AXE

2ESTIMATE COSTS AND BUY EARLY

(BE SURE TO NEGOTIATE){ }

• Ensure costs reflect the potential political climate in

the market.

• Set clear expectations and communicate them.

• Discuss realistic rates that give your spots

the best opportunity.

• Buy early!

MAKE THE SWING

WHETHER YOU’RE

CHOPPING DOWN A TREE

OR BUYING TELEVISION

ADS, DON’T LOSE YOUR

FOCUS.

“ “

MONITOR

CONSISTENTLY

3 BE FLEXIBLE AND

OPEN TO OTHER CHANNELS{ }

• Develop an approach to manage the chaos.

• Be adaptable! Missed commercials will happen during

the weeks prior to and after an election. Flexibility

ensures make goods will happen in the weeks

following.

• Be flexible and open to using other mediums.

TAKE THE FIRST STRIKE

Ask what will allow your message to be heard?

HELP?C O N T A C T R & A !

D O Y O U N E E D

www.ReedandAssociatesMarketing.com