FROM ERIC
From: Eric Lehner <eric@winningbrands.ca>
Date: Friday, June 4, 2010 7:23 PM
To: scupscup@cox.net <scupscup@cox.net>
Subject: RE: WNBD drtv
Size: 17 KB
Hello Scup -
It is too complicated to provide the test schedule in advance at this moment for technical reasons:
· Some spots are being acquired on an “availability basis”
· Some network buys are for a percentage of the network viewers, according to ratings, instead of all viewers in all markets for that particular spot
· Last minute substitutions might be made
We will be providing the internet domain name that is associated with the 2-minute version of the spot asap – and that commercial will be running on that domain – so shareholders can watch the commercial at any time they like in this form, and direct people to it if they wish. That is only the first version of the first spot. It will continue to evolve.
This is still very early in the life of the DRTV campaign, and as schedules become more routine based on findings as to suitable/effective placements, it will be more feasible to direct people to bookings by advance notice. It is administratively complicated and time consuming to try to obtain and distribute such information in advance in this case, for now.
Furthermore, it is important that this new system is fully operational before follow-up announcements about the campaign are placed, which could take several days. There is order taking, credit card information processing, transfer of data to fulfillment warehousing, release of goods after the credit card information is banked, confirmation that shipping is taking place according to plan, etc. We are still putting some finishing touches on the credit card processing functionality.
Furthermore, all advertising is based on a cumulative impact effect. The very first DRTV commercials of any campaign are less efficient than repeated ones because by the time consumers have seen commercials repeatedly, those viewers are no longer trying to figure the basics and can follow along more easily, or finally yield to the temptation to try it. Within the first few seconds of a familiar commercial, the consumer already knows what it is about and can spend more time in that “temptation zone”.
For all these reasons, and competitive considerations, it is important to not rush into a frenzy of announcing every minute detail.
Best regards,
Eric Lehner, CEO
WinningBrands.com
-----Original Message-----
From: scupscup@cox.net [mailto:scupscup@cox.net]
Sent: June-04-10 6:28 PM
To: Eric Lehner
Subject: drtv
Eric i know your busy people are asking if we will get a t.v schedule for the commercials?
I would like to post it on ihub.
Thanks
Scup
