[BC] Commercial creativity....

[Rob Landry]

On Thu, 3 Jul 2014, Cowboy wrote:

> Almost everyone seems to have forgotten ( except for the most
> successful, of course ) that the mission, our mission, is to generate
> qualified leads for our client, *not* to close the sale !

I would argue that our mission as broadcasters is to communicate an 
advertiser's message to his or her intended audience. That message is 
often, but need not be, an invitation to do business. Politicians, 
advocacy groups, and churches come to mind.

In my early years at WCRB, we often had major advertisers (e.g. Raytheon) 
on the air who wanted the public to perceive them as good corporte 
citizens. Most of these went away about 1990, but CSX and a couple other 
railroads still run ads of this sort on TV.

Rob