The Connection (media services)

Transmit your message. Send it flashing toward its targets like a spotlight. Are you best served by broadcast, print or interactive media? No matter what the mix, Redstone uses the latest analysis software combined with good, old-fashioned savvy to make sure you’re in front of the right people at the right time, every time.

Turning a spark into a flame

Imagine, for a moment, that you are throwing a party for your closest friends and family. To inform them of the big event, you design and print invitations. Then, you drop them from a plane flying over the city. What are the chances your closest friends and family would stumble upon one? Not good enough, if you’re the one paying the bill.

In order for your creative product to work, it has to connect with the people
it was designed for. At Redstone, we realize that accomplishing this task is a special skill requiring the latest software, experience and instinct to be carried out successfully.

“In today’s high-tech business world, making effective buys and negotiating the right deals is a specialized skill,” says Julie Fielding, Media Buyer. “Not only does it require using the leading edge of technology and experience, but you also have to have a good feel for the industry.”

Our media staff, five professional planners and buyers with a combined 55 years in the business, focuses on creating and carrying out media plans that help accomplish the client’s overall objectives.

“Media is a language that few can speak fluently,” says Claudia Martin, Redstone President. “We love being able to bring all the pieces of a marketing plan together.”

With that in mind, we thought we would share some of the terms the media team uses to ensure that each Redstone client gets the most from every dollar. Enjoy the jargon…hopefully we’ll be communicating soon.

Frequency
1. The number of times that an audience sees or hears an advertisement
2. Key to making sure the audience remembers the advertisement and
follows through with action

Negotiation
1. To confer with another so as to arrive at the settlement of some matter
2. Fighting for each dollar the clients have entrusted with the agency

Quirk
1. A peculiar trait
2. A trait unique to a market, too often overlooked, that can contribute to
a campaign’s success or failure

AlaCarte
1. The ability to offer different parts
of a department’s services, as needed, on a negotiated fee basis
2. Allows clients to pick and chose the services they need most without
feeling pressure to do all or nothing

Reach
1. The total audience that is covered by an advertising campaign
2. Only experienced professional buyers and planners can deliver a broad reach and the best value

CPM
1. Cost per thousand impressions
2. The M has nothing to do with millions, it is taken from the Roman numeral for “thousand”

CPP
1. Cost per rating point
2. The total cost divided by the average rating for the chosen demographic

Daypart
1. Specific segments of the broadcast day (Examples: daytime, early fringe, prime time, late fringe, late night)
2. Can have a serious impact on a campaigns/advertisements ability to reach the target when they are most receptive to the message