What’s in a name? (Conclusion)

Google’s Responsibility You may be asking, “What about Google’s liability in all this?” For the most part, Google has managed to escape. But, how? Remember the Lanham Act and the eight factors used to determine the degree of confusion? In Jurin v. Google Inc., 09-cv-03065 […]

You’re Here…Now What?

Your initial goals are met, your call and case volumes are up, and you have expanded or added to your office. You like your brand, your marketing, and your progress, and you have upgraded a few positions in your org chart.  You are no longer […]

Points or Calls?

Do we buy GRP’s (gross rating points), or do we buy calls?  The answer is really both–in a way.  We buy spots to generate calls, not deliver points.  We use points as a tool for negotiating low rates as well as adding free spots (via […]

Cable TV – Direct Response?

Is local Cable a good choice for a direct response schedule?  No, it is not. Cable is the perfect example of fragmentation (A term applied to the increasing number of audience subdivisions).  Cable penetration averages around 60% (varies by market), so you are cutting your […]

The #1 Station

The #1 station in my market……what does this mean? TV stations tag themselves as being “#1” in their market based on local news ratings.