CHAPTER
6 
How We Really See andHear Commercials
The information in this chapter on how we really see and hear advertising, combined with the concepts from the next chapter on branding, are very important to convey to local direct clients for the following three reasons:
1. To convince the client that his or her spot can be seen or heard, despite increased marketing clutter.
2. To begin the process of managing the client’s expectations about results on your station.
3. To give the client more reasons for buying a long-term contract, regardless of ...
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