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Re: RE: What is a TAP plan?

Fraser Elliott (FElliott@beap.com)
10/28/1999 8:09:00 AM 

I guess I've never purchased one telling the station it was a TAP plan.  I =
always bought specific dayparts but the mix I used was as I described.

>>> Catherine D'Azevedo  10/28 8:08 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=20

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



	-----Original Message-----
	From:	Fraser Elliott [SMTP:FElliott@beap.com]=20
	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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=20
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| requests to the list.  The list FAQ is available by sending email
| mailto:MediaPlanning.FAQ@amic.com=20
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Visit http://www.amic.com, the hot site for media professionals.
+--------------------------------------------------------------------
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| with a message that says: "UNSUB MediaPlanning" (without the quotes).  
| Problems? Contact the listowner mailto:awool@amic.com do NOT send
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