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.iiul credibility local listeners in vesl in the station.
Deuces wild — miscellaneous I o i otherwise unlisted factors
In going down the list i b fai .is he chooses, has time foi 01 wants to) the timcbuyci lust mu i depict client goals in whatevci pet centages seem appropriate I hen lie scores each local station in etch category in light ol cli m needs In the end, .ill percentages ue added up, giving .1 final 1 >tal to each station. 1 Sec chart. >
I atcr, these qualitative peie.ii! ige totals are added to similar scores for the quantitative factors (metro homes, total homes, audieqcc type, etc > to gel an over-all evaluation — final, station-by-staiumi percentages that combine both objective and subjective factors
It ma> turn out that the best boy-pcr-thousand doesn't .it .ill reach the audience the client wants Or, conversely, the most prestigeous station ma) not be effective il you want to reach, for example, teenagers.
In light ol that, it's significant thai McCann-Erickson's media research director Robert J Coen says, "... I would not feel a buy;r was doing wrong to use qualitative judgments to make his final demons (between buying the low.st cost-per-thousand station or Mrying one a bit higher), provided he qualitative factors indicated the higher cost-per-thousand station ante closer to the client goal."
One of the problems, of course, s that research is not always adate to give buyers specific qualte knowledge o\~ each station. Everybod) complete!) agrees h the philosophy." says H. Peter ker, Crosley's vice president in targe of sales, "but some have ven hesitant about making formal valuations where adequate reearch is not vet available. Yet, lost people agree that we can't • ait tor statistics to catch up with /ell-grounded opinions "
W e're quite satisfied with the ss made." adds Steve Crane. ice president and general manager I WIW The station has evolved the ardstick through close coopcraon from media directors in some 5 leading a g e n c i e s < notabl)
BBDO, K\l Kudncr, iw l thcrcb) indicating the dccpl) felt
1 \ ik all. plus CO m p 11 1
tips, station reps and research 01 ganizations Says RAB's Miles David It's .m extrcmel) crcativi solution to a basic problem
I he svstem has been presented
extensively b) Sam v hneid< 1
\\ I \\ \ eastern division sales man ager, who s.i\s. "Most agen<
have been using much the sam<
system to some extent, even it only informally We've not changed the
the method, we've Organized it
I he acid-test ol close inspection and analysis by media direct
Ors has largely been passed Most Ol them take to the plan lor two
reasons:
I list. 11 encourages tmicbuveis
actually to perform in the manner that, heretofore, has been quickly accepted as good theory but not always put into practice.
Second, by requiring the buyei to put the values behind his decisions onto paper, the system provides media directors with an additional management control. I lies Can always check worksheets to sec just which factors were used
Not that the Yardstick need be applied to every market in every buy. Schenider himself is quick to point out that one advantage ol the svstem is its adaptability. Buyers can follow as main — or as few — o\ the Yardstick's measure as they have time for. "Any use o\ it will add that much more substantiation \o their buy." And in a major campaign, the buyer may apply the Yardstick to only his top 10 — 01 a random Id markets m order
to obtain a well defined idea ol specific client needs and the kind o\ station that meets them.
"It's worth the ctloit." says I 1. mk Regalado, directoi o\ media services. Me( .111111 1 ickson. S.m
I rancisco.
"It's difficult to put a finger \>n the piece of business m which the Yardstick was the linal cincher to any Of our s.des." WLWs 1 asker summarizes, noting that most s.des since its introduction would prob ablv have been realized anvhow "But using it." he adds, "has satisfied both timebuyers and ourselves that outs is the station they wanted, that we came closest to meeting their particular needs ■
BUYERS LIKE YARDSTICK BECAUSE IT IS:
1 Cli'-nt-oricnted.
2 Simple to use.
3. Flexible enough to fit the requirements of any agency procedure.
4. An indicator of needed research such as inter or intramedia studies.
5. Adaptable, thus can be used wholly or only in part i.e., to any degree the buyer feels will help his client.
YARDSTICK ENCOURAGES TIMEBUYERS TO:
1. Specify client goals
2 Translate his value judgments into numerical values and to commit them to writing. (This gives his supervisor a concrete management check, and the buyer a record that he may also use on future buys.)
3. See his evaluation of an individual station as a whole
4. Acknowledge the qualitative assets of a station through actual dollar-buys rather than mere praise
5 Change his sights from "the best" station to the station that does the best for the client
*y 4. 1964