Active Programming vs. Passive Programming

October 18, 2009 / John Paul Strong / 0 Comments /

advertisingA dealer asked me the other day to check into college football games for his team on a specific network station. This led me to unload my rant on the difference in active programming vs. passive programming. It is a waste of precious ad dollars to buy one or two spots in a major college or pro football game. In the Atlanta Market alone, to purchase one spot in a Falcons game or Georgia Bulldogs game can range from $5,000 to $13,000. Think about the frequency that you loose when buying one spot for this versus 30 to 50 GRPs as part of a condensed merchandising schedule. Better yet – think about the return that $5,000 to $13,000 worth of direct mail can give your dealership.

Definition of Active Programming — programs that are watched intensely, football games / basketball / auto racing / contest of any kinds that draw fans who are keenly interested in nothing else than the outcome of said match. Events where supporters travel, spend money, time and effort to watch a particular event. Purchasing programs in these air breaks can be viewed a waste of money.

Definition of Passive Programming — programming that is consistent or in a series, weekday or weekend but married to a consistent time where talent, content and outcome seldom changes. These programs can consist of Local News, Cable Programs, or any other type that does not have a dramatic outcome or revelation coming at the conclusion of the show or series. This programming is aimed at people who are drifting in thought and attention during these programs and are easier and more cost effective to make a lasting and direct impression on for less money.

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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