Agency Notes

Put Your Ad Dollars To Work Today

Schollnick Advertising, LLC excels in media buying and marketing strategy.

Schollnick Advertising has produced over 2000 commercials for television. We are a full service agency based in the Greater New Orleans area with over 25 years of experience in Print, Television and Radio Commercial Production and Media Placement.

Agency Notes

Residual Recognition Profile

With a well designed and executed advertising strategy, a business will benefit from increased awareness of their product. Many people can remember products advertised over twenty years ago. “Winston tastes good like a cigarette should” or “Plop, Plop, Fizz Fizz, oh what a relief it is”

Schollnick Advertising has named this effect “residual recognition profile”. However, residual recognition is not an automatic outcome of every advertising strategy.

For example, a furniture store sends out bi-weekly mailers featuring sale items in big splashy exciting artwork. After a few months, the furniture store has trained consumers to watch for the mailer with all the specials and they can often be seen walking through the store using the mailer as a reference. Any business owner would be pleased with these results from this form of advertising.

But when the economy begins to decline, the furniture store owner is no longer able to send out these mailers. The consumers, however, keep waiting for the mailer and their announced specials to arrive. They do not go to the furniture store because they have become trained to only think about shopping at the store when they get the mailer.

However, if the furniture store had instead advertised on TV with the consistent and general message of: “Everyday Low Prices,” consumers would begin to automatically associate the store with low prices and would think to shop there whenever they needed furniture, not just when they received the furniture. The difference between the two approaches is their residual recognition profile. Even if the store owner can’t afford to run the TV commercials for a few weeks, the results will not be too disastrous because he has built up this general, top of mind, or residual recognition, among his clients.

Schollnick Advertising understands how important a strong residual recognition profile can be for a small business in an unpredictable economy, and so we strive to make sure that every media strategy is built around creating and supporting a healthy residual recognition profile.

Media Buying Basics

If you’re a business owner who advertises to sell your product or service, then you've heard this phrase a thousand times: “when it comes to buying air time or space in any form of media, you have to get the biggest bang for your dollar possible”, and the reason it’s a popular phrase is because its absolutely true.

Some large corporations use two or three buying services such as Schollnick Advertising, to handle their media purchases because it can be an overwhelming or confusing process. For example, television ads can cost anywhere from $50-$1,000,000 for a 30-second commercial, depending on the outlet and market, which is clearly a huge range. So how does a company decide where to spend their advertising dollars?

The most reliable method is to use a formula called “cost per thousand” (CPM) or “cost per point” (CPP). CPM is a ratio based on how much it costs to reach a thousand people CPP is a ratio based on how much it costs to buy one rating point, or one percent of the population in an area being evaluated. Every market has a different CPP, and media buying services, like Schollnick Advertising, to evaluate television networks based on CPM because it is a good comparative measure of media efficiency. News programs, for example, traditionally have a higher CPP than other programs because people who watch the news are a favored demographic of advertisers. Schollnick Advertising specifically tends to buy mostly television air time, but is also experienced in purchasing for print, and radio, including international media. This is an elementary, basic overview that well may leave the sophisticated media buyer or business owner anxious to hear more about this topic. Please drop us a line at This e-mail address is being protected from spambots. You need JavaScript enabled to view it and we'll be glad to answer your questions.

Discount Media Buying

For many businesses, from small companies to large corporations, purchasing advertising is a major piece of their marketing plan and their marketing budget. But media buying is an extremely detailed process requiring patience, communication skills, an analytic mind and an ability to crunch numbers. It also requires a knowledge of the industry and how to maximize advertising spending.

Media buying firms, such as Schollnick Advertising, are experts in this field and in addition to having the skills to make the best use of your advertising dollars, they also often know where to find or how to negotiate bargains or even get spots for free based on combination or volume buys.

For example, let’s say you want to advertise in a mid-sized city. The straight market price of an ad in a newspaper for that market is around $15,000 for one full page ad - likely still outside the budget of most small to medium sized companies. Plus, as any advertising professional will tell you, buying just one ad, to run one time is a waste of money; industry wisdom says you need to run ad add at least three consecutive times to get a noticeable return on your investment. This means a minimum investment of $45,000 to run a print ad in a mid-sized urban market. And you haven’t even paid to create the ad yet!

However, professional media buyers like Schollnick Advertising are often able to negotiate lower priced ad buys for their clients through a variety of means. One method they might employ is known as co-op advertising, which is when several companies in complementary industries share ad space. For example, say you are a home builder; you could share ad space with landscapers, tile companies, painters, and cabinet makers. An experienced firm like Schollnick Advertising will either already represent those other companies, or will be able to quickly and efficiently negotiate deals with those companies to create a strategic co-op advertising strategy in which everyone is able to maximize their media exposure at discount pricing. Aside from reducing your advertising costs, it can also be smart marketing strategy, especially if you are a smaller company, like the cabinet maker in the above example. Chances are you would never be able to afford a major media purchase on your own, but by sharing the cost with larger companies, now you can.

{flv width="218" height="160"}bagert 02-13-11{/flv}

<< Start < Prev 1 2 Next > End >>

Page 2 of 2