ADVENTURES IN BROADCASTING
The Promotion Director's School
THE WWWW PROMOTION GUIDELINE
by Doug Harris
ALL CLIENT RELATED PROMOTIONAL TYPE EVENTS OR ACTIVITIES AND
PERSONAL APPEARANCES OF WWWW AIR PERSONALITIES SHALL BE GOVERNED
BY THE FOLLOWING GUIDELINES:
GENERAL PROCEDURE AND RESPONSIBILITY
1) A promotional event/activity or personal appearance
of a WWWW air personality must be approved by Sales Management,
Promotions Management and Programming Management prior to presentation
to a client. Responsible Party: A.E.
2) Upon the client's approval of an activity, a Promotions Fact
Sheet should be completed, signed by Sales, Promotions and Programming
Management and given to the Promotions Department and the Local
Sales Assistant. Responsible Party: A.E.
3) Upon receipt of a complete, signed Promotions Fact Sheet, promotional
announcements, air personalities, special equipment, promotional
items, etc., should be ordered and scheduled. The Traffic Order
for the promotion announcement schedule should be given to Local
Sales Assistant. Responsible Party: Promotions Department.
4) The Local Sales Assistant will be the point person to give
the Account Executive a copy of the Promotion Traffic Order, the
printed contract, get any necessary air checks or promotional
copy approval and relate all necessary details from the Promotions
Department to the Account Executives.
1) Personal Appearances of WWWW Air Personalities will be treated
the same as a WWWW Promotion and must follow the same approval
procedure process. This includes pre-approval to present and the
execution of a Promotions Fact Sheet.
2) All client promotion requests will be discussed at the regularly
scheduled Tuesday promotion meeting. In the event that a client
has an emergency deadline which absolutely cannot wait until the
regular meeting or if the client promotion request is very extensive,
a separate meeting may be scheduled with the Promotions and/or
Programming Departments only with prior approval from Sales Management.
3) WWWW does not sell remote broadcasts. Remotes, however, are
sometimes appropriate for certain promotional activities. This
will be determined at the sole discretion of the Promotions and
4) A WWWW Promotion will be supported with promotional announcements
and/or product and/or ticket giveaways. If the WWWW promotional
activity is to be held at the client's place of business, the
client should, at minimum, tag the commercial announcements with
information about the WWWW promotion.
5) A WWWW Personal Appearance of an Air Personality will not be
supported with promotional announcements or on-air giveaways.
The Personal Appearance may be mentioned in the client's commercial
announcements, provided the Personal Appearance has followed the
procedure and a signed Promotions Fact Sheet is accepted by WWWW
6) The total amount of the cash required for a promotion on all
CIA Accounts must be in the station before Sales Management will
sign off on a Promotion Fact Sheet.
All Account Executives, and Sales, Promotions and Programming
Management are to attend the regularly scheduled Tuesday Promotions
Meetings so that all parties will be present and represented for
the open discussion of client promotional requests and be informed
of events which are pending and scheduled. The Local Sales Assistant
will update the Promotion Calendar following each meeting so everyone
will have a reference of scheduled activities and dates.
Information from Account Executives should include:
1) Verbal or written promotional requests from clients for discussion
to determine if a written proposal (Worksheet) is required or
if the matter can simply be resolved verbally in the meeting.
2) Promotion Fact Sheets for activities in progress should be
complete and submitted for management signatures.
3) Feedback on recent promotions and an update and/or confirmation
on promotions which have been presented and are still pending,
won or lost.
Information from Promotions and Programming should include:
1) Worksheets (written proposals) for Account Executives for clients
requests made the previous week.
2) Updates on client and station promotions in progress and confirmation
of Air Personality availability for client related promotions.
STANDARD PROMOTION/PERSONAL APPEARANCE ACTIVITY
WWWW will make (1 to 2) Night Club Appearances per week depending
on calendar and promotional air time availability. A Night Club
Promotional Event or Personal Appearance which occurs on one of
the following days of the week will require the corresponding
amount of ad dollars to air preferably the week of and no more
than 10 days prior to the event. The number of promotional announcements
for a Promotional Event will be determined on a case by case basis.
(Estimated number 20-30). There will be no promotional announcements
for Personal Appearances.
MINIMUM AD DOLLARS
Event Day Promo Event Personal Appearance
Wed, Thurs $__________ $__________
Fri, Sat_ $__________ $__________
Sun, Mon, Tues $__________ $__________
WWWW will conduct a Promotion at (1) S.O.B. Club every other month.
A $________ deposit check is required to reserve a promotion date.
A minimum $_________ advertising schedule must air a maximum of
4 weeks prior to the event. A minimum of $________ worth of advertising
must air five days prior with advertising copy supporting WWWW's
promotional activity. An S.O.B. Club Promotion may be a lunch,
happy hour or nighttime event. WWWW will air an estimated minimum
of 20-30 promotional announcements to support this event. A four
week cancellation notice will be required. There will be no Personal
Appearances at S.O.B. Clubs.
ON PREMISE EVENTS:
This "standard" package is to be utilized for auto dealers
and other retail type accounts. Only (2) auto dealer appearances
will be made per month. The required $ _________ ad schedule will
include pricing for (2) live call-ins from the event and should
air preferably the week of the event, however, no more than ten
days prior to the event. WWWW will provide (12) promotional announcements
to support the event.
Arrangements for food and beverage for On Premise Events are the
responsibility of the client or the Account Executive. A four
week cancellation notice will be required.
NON-STANDARD PROMOTION/PERSONAL APPEARANCE ACTIVITY
All non-standard promotional activity is to also be discussed
at the Tuesday Promotions Meeting. If it is determined that a
worksheet or written presentation is required, the Account Executive
may expect to receive this information no later than one week
from the date it is requested at the next week's promotion.
@1997 by Doug Harris Phone: 1-203-288-2002 Fax: 1-203-281-3291