What drives our buying strategy? CALLS!
Category: Our Services
This content has been reviewed by Gary O. Bruce
At cj, our Media team carefully analyzes which programs generate the most calls for our clients. Ratings, target demographics, reach and frequency, and efficiencies are all important in television advertising, but when it comes to impacting your bottom line, there’s nothing more effective than phone […]
Points or Calls?
Category: Our Services
This content has been reviewed by Gary O. Bruce
Do we buy GRP’s (gross rating points), or do we buy calls? The answer is really both–in a way. We buy spots to generate calls, not deliver points. We use points as a tool for negotiating low rates as well as adding free spots (via […]
Cable TV – Direct Response?
Category: Industry Trends Our Services
This content has been reviewed by Gary O. Bruce
Is local Cable a good choice for a direct response schedule? No, it is not. Cable is the perfect example of fragmentation (A term applied to the increasing number of audience subdivisions). Cable penetration averages around 60% (varies by market), so you are cutting your […]
Breaking Down the Benefits of Online Directories – Paid and Unpaid
Category: Industry Trends Our Services
This content has been reviewed by Gary O. Bruce
We have been asked several times by clients what the value is, if any, of online directories such as Findlaw, Lawyers.com, etc. But last week when Barbara Bryant asked a specific question about an opportunity with which they were presented, it prompted me to look […]
We Call It Like We See It
Category: Our Services
This content has been reviewed by Gary O. Bruce
Our Yellow Pages (YP) department has changed its BHAG to cater to the ever-changing trends in advertising: “Least money, most calls, while it lasts…”
Before Who…Why!
Category: Our Services
This content has been reviewed by Gary O. Bruce
In theme with our last client conference, I have come to truly believe in the theory of “First Who, Then What.” However, in this letter, I will take that concept a step further by coining the phrase, “Before Who…Why!” Why! does your firm exist? Why! does […]
The Ultimate Question…
Category: Our Services
This content has been reviewed by Gary O. Bruce
We call it the Ultimate Question, but most think this question is fairly straightforward.
What to Expect
Category: Culture Our Services
This content has been reviewed by Gary O. Bruce
Last year’s conference was definitely one for the record books. With education and better understanding always as our top-of-mind goals, we learned a lot as an agency. Number one: don’t tell clients you don’t like them. We also determined several key takeaways to focus on. […]
Partner or Vendor??
Category: Culture Our Services
This content has been reviewed by Gary O. Bruce
When you think of the agency, do you feel we are more of a “partner” in creating your success or a “vendor” who has a specific, but replaceable role?
Arnie on cj Advertising’s National Advertising
Category: cj News Our Services
This content has been reviewed by Gary O. Bruce
Q: How does national advertising differ from local market advertising? A: Spots placed locally on broadcast stations or inserted on local cable only air within a designated market area (DMA). Spots placed on cable nationally air on that cable station in every market across the country.