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No words in broadcasting are more abused than promotion and research. Everybody has them but more often than not what is one man's promotion is another man's motion.
Make no mistake, though. No firm in the industry is more acutely aware of the vital importance of promotion/research than the Paul H. Raymer Company. And in this nether-nether land of numbers, figures, charts, graphs and arithmetic gymnastics, the rock-like principle of Raymer Service — service to stations advertisers and agencies — shines like a beacon.
For while there may be those who believe in promotion principally as a tool of industry recognition, Raymer Promotion/Research has always meant Station Sales Development — a professional, creative "point of sale" science whose only objective is to help Raymer-represented stations increase national and local sales volume. It's formulated, researched and galvanized to help station and salesman sell.
Such promotion can take many forms.
• Sometimes it's designed to sell a market — as witness an exhaustive study initiated by Raymer to prove to a pharmaceutical advertiser the sales efficiency of adding an entire Raymer market region to a planned advertising campaign.
• Another time it was a nationwide audience composition and flow study designed to provide a major group of Raymer stations with documented proof of program planning for greater sales.
• Or take the case of the famous Raymer "Nielsen-In-TheSlot" presentation, an ingenious device mobilized to sell companion spot schedules to network exposure in a major market on an independent television station.
The list is endless but its thread is service . . . "sale of point" service that provides salesman and station with tools that make a better point and a point better on the firing-line of agency buying.