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RAB Research Archive

Get callbacks from non-ad budget decision-makers



When making Alternative Revenue phone calls to people who do not have "advertising" budgets like regional managers, food brokers, manufacturer reps, some human resource directors, etc., you'll have more success getting through and getting a call back if you don't use your station call letters.

To these people, call letters mean "advertising," which is not their job. Only when you actually speak to them can you position what you do properly, which is, " ... develop local marketing programs designed to generate incremental sales for you using the multiple marketing platforms of a broadcasting company."

Instead, use the name of the company that owns your station; i.e., XYZ Media Partners or DEF Communications or LMN Broadcasting, for a better chance of a callback.

Source: Brandeis C. Hall, RAB





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