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Greater Atlanta
Unitarian
Universalist
Congregations
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AdvertisementsAt the onset, we knew that PBS/NPR stations had very strict guidelines for the advertisements that they aired. WABE 90.1FM is owned by the Atlanta Board of Education, known to be a conservative group. We were told that our advertisements (known as "underwriting announcements") were strictly for identification of the program's sponsor and that services and products could not be promoted.
Guidelines for WABE 90.1FMThese are the guidelines from WABE 90.1FM that we worked with as we created our ads: - Don't use comparative, qualitative, or suggestive language.
- Don't address the usefulness, convenience, or advantages of the product or service.
- Don't mention prices, interest rates, or indications of savings associated with product.
- Don't include any use of the first or second person.
- Don't employ inducements to buy, sell, rent, lease, borrow, or loan.
- Don't issue any calls to action.
- Don't advocate any matter of public interest.
Creating The AdsThe Radio Team solicited ideas for the 15-second advertisements from the ministers of the participating congregations. We received 12 concepts, statements, and ideas, from which we developed the following seven advertisements: - Support for WABE comes from Georgia Unitarian Universalists, who unite to affirm and promote the inherent worth and dignity of every person. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalists, practicing spiritual growth, ethical living, and freedom of religion every day. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalists. We remember that we don't have to think alike to love alike. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalists: a religion hundreds of years old with ideas and values for living today. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalism, a religion with an open mind, an open heart, and an open door for everyone. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalists who believe in life after birth and strive to bring heaven to earth. Explore with us at 404-542-4288 or at GAUU.ORG.
- Support for WABE comes from Georgia Unitarian Universalists who think that God is too big a mystery for one solution. Explore with us at 404-542-4288 or at GAUU.ORG.
WABE's Approval of the Ads
Mr. Reed met with our Account Exec. to discuss the radio station's guidelines and possible copy ideas, including 12 proposed ads; the initial reaction was positive but further approval was needed. At the beginning of August 2002 we faxed seven specific ads to WABE for approval. Unfortunately, the final approval took longer that anticipated (due in part to WABE's never having previously run an advertising schedule from a religious institution so authorization was required from the Executive Committee and the station's lawyers), meaning a delay in our start date.
One key issue that arose from WABE's approval process was the word "religion". On Friday, August 30, the Account Exec. said that ads 1, 2 and 3 (above) were approved by the lawyers and would begin rotation the next business day (Tuesday, September 3), and 4 and 5 could be added to the rotation if we agreed to remove the word "religion" and substitute it with "institution" or "association". We argued that "religion" should be acceptable, then proposed "denomination," but finally agreed that the word "association" could be used. The phrase "Explore with us at..". was replaced with a more generic "For more information.."..
Confused Schedule
As a result of the two week delay from WABE’s approval process, the schedule did not start until the week of September 2; WABE offered to "double-up" the rotation during that first week. We agreed to double-up instead of extending the duration of the campaign into December.
The schedule proceeded to run through the week of November 4, which would have been the final week of the schedule had we started on August 12 (original start date). Unfortunately, the end date was not extended to November 23, and as a result, we had no advertisements aired the week of November 11.
We asked for and received two bonus weeks, which ran the weeks of November 18 and 25. This resulted in 13 weeks of advertisements over a 12-week period. Due to the Account Exec.'s error of not extending the end date and then giving 2 weeks of bonus spots, we realized a cost savings of approximately $2,025.
The final advertisement schedule is given in Appendix D, Advertisement Times.
Conclusions
We found advertising on our PBS/NPR station restrictive, cumbersome, expensive, and frustrating. Some PBS stations might not have problems with airing ads from religious organizations . Some PBS stations might have less expensive options. Some PBS stations might have a better approval process. Although other PBS/NPR stations should not be judged by the difficulties we encountered with WABE, these recommendations are nevertheless important to note:
- Have the PBS/NPR station review your proposed advertisements (and get their final approval) far in advance from your campaign's start date.
- Give yourself time to evaluate the potential effectiveness of your approved ads. Some who heard our advertisements (our own UU membership and ministers) did not think listeners would know that we were a religious denomination (Appendix F, Feedback).
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