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ADVENTURES IN BROADCASTING

The Promotion Director's School

presents....

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.

GENERAL GUIDELINES

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 Programming Departments.

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 Management.

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.

PROMOTIONS MEETING

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

NIGHT CLUBS:

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 $__________ $__________

S.O.B. CLUBS:

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

All Articles © 1997 - 2016 Dan O'Day. All Rights Reserved
www.danoday.com