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Re: To finish that...

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Re: To finish that...
by Timothy J. Allen on May 22, 2008 at 9:19:03 pm

Let's not forget that advertising agencies actually spend a lot of time researching which types of spots bring the most revenue in for their customers.

While all of us on the production side would like to go for the highest production quality (or at least the highest production value), it seems that the research traditionally has shown that it's more important to customers who are searching for a new car to feel like they are getting "the latest and hottest 'tips' on where to find the best deal".

I've worked very high-end campaigns, shot in HD and film with high production values and where the dealer buys out an entire stop set (instead of a typical 30 second slot). In each of those cases, there wasn't enough measurable return on investment to continue with that approach. Maybe if it happened as a once a year special sponsorship, but not regularly.

I'm all for making great looking and great sounding spots - let's face it, we devote huge amounts of time to hone our skills so we can improve the quality of our work. For better or worse, there is a balance between speed and quality and the balance between speed-to-air and quality is commonly determined by market research and feedback.

Occasionally pride will triumph over riches, but in the end, the dollars that come back to the dealer are the ultimate measure of a campaign's success.




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