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RE: What is a TAP plan?

Catherine D'Azevedo (CatherineD@leslieagency.com)
10/28/1999 9:08:00 AM 

You also have to monitor that it runs equally in all dayparts.  Often the
station will accept a TAP plan and then run it as ROS.  Be careful!


Catherine D'Azevedo
VP, Media Director
The Leslie Agency
874 So. Pleasantburg Drive
Greenville, SC   29607
  catherined@leslieagency.com

Voice:  (864) 271-8340
Fax:  (864) 271-9143



	-----Original Message-----
	From:	Fraser Elliott [SMTP:FElliott@beap.com]
	Sent:	Thursday, October 28, 1999 8:48 AM
	To:	MediaPlanning Discussion List
	Subject:	Re: What is a TAP plan?

	I think TAP stands for Total Audience Plan but I've always
understood it to be a radio daypart mix of about 10% weekend middays and
then equal parts AM drive, weekday midday, and PM drive.  It's typically the
most efficient way to maximize audience delivery if you can get clients past
the belief that nobody listens to the radio during the day.  Stations charge
such premiums for drivetimes that if you include middays you get higher
reach for less money.

	>>>  10/28 7:17 AM >>>
	I have a question for the list.  What is your understanding of what
a TAP
	plan is?  I've heard different versions.

	Thanks,

	Rod Carveth

	Visit http://www.amic.com, the hot site for media professionals.
	
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	Visit http://www.amic.com, the hot site for media professionals.
	
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Visit http://www.amic.com, the hot site for media professionals.
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| To UNSUBSCRIBE from this list, send e-mail to: LISTSERV@AMIC.COM 
| with a message that says: "UNSUB MediaPlanning" (without the quotes).  
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