The Spot TV Buying System is a managed, broad-daypart buy that allows stations flexibility and authorship of schedules:

• By purchasing impressions, not programs
• By dispersing the schedule among stations, dayparts, and programs to maximize reach and frequency Once the media plan is approved, we implement the buy. The WFofR method truly makes us unique among other media firms.

Our buyers travel to the Top 100 TV markets twice a year to meet with local station management and account executives.

Stations prepare managed daypart proposals based on client budgets. Station management commits to a CPM and designated daypart distribution designed to maximize reach and frequency. Buyers select the optimum station mix to meet individual client goals.

We put a great deal of emphasis on our market-by-market expertise, and therefore, we make sure we have an experienced buying team. Our nine, full-time media buyers, averaging over 14 years of experience, maximize your media dollars. We guarantee it!

Recency Theory

The Recency Theory is based on the idea that advertising influences the brand choice of consumers who are in the market for your product. Recency planning is driven by the following :

1. purchases are made each week;
2. planners don't know who will make these purchases; the goal is to reach as many different consumers as possible in as many different weeks as possible. This is best accomplished by running more weeks at a lower weight, not by flighting. (Erwin Ephron, "The New Recency Planning." Mediaweek, March 16, 1998)

Simply stated, Recency works by influencing the brand selection of the consumer who is ready to buy. It focuses on scheduling messages to intercept the next purchase and stresses planning for continuous short-term reach. It stresses reaching purchasers, not consumers. WFofR believes in and puts into practice The Recency Theory of Advertising.

Buying Team

"The results we achieve guarantee our clients proven results."

The Media Buying Services Department consists of nine buyers who are market specialists. These experienced buyers travel to the top 100 markets in yearly spring and fall buying cycles and to an additional 50 markets at least once every two years. They meet directly with the TV stations, experience the current market conditions, and establish invaluable working partnerships as they place the most efficient buys possible in today's Spot TV marketplace. Using the latest technologies, Nielsen market data, and our proprietary software, our buyers monitor all schedules weekly; analyze each for compliance with agreed goals and commercial rotation; and they follow-up weekly with the stations.