Blowing the Lid Off Advertising

Miami's public television station, WPBT, used to raise money the old fashioned way -- by appealing for donations on the air. The practice frequently backfired, alienating viewers who didn't like their programs interrupted by tedious fund-raising pitches. Today, the station mails viewers co...

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Bibliographic Details
Published inFlorida trend Vol. 29; no. 12; p. 64
Main Author Welch, Bonnie
Format Magazine Article
LanguageEnglish
Published St. Petersburg Trend Magazine, Inc 01.04.1987
Subjects
Advertising agencies
Advertising campaigns
Advertising media
Consumers
Cost control
Direct mail campaigns
Direct marketing
Direct marketing agencies
Leutgens, Kevin
Painter, Jack
Print advertising
Sales
South Atlantic
Florida
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Summary:Miami's public television station, WPBT, used to raise money the old fashioned way -- by appealing for donations on the air. The practice frequently backfired, alienating viewers who didn't like their programs interrupted by tedious fund-raising pitches. Today, the station mails viewers colorful brochures and letters explaining the need for funds. And instead of long stretches of boring begging, the station sandwiches 30-and 60-second commercials between shows, giving patrons a toll-free number they can use to call in donations. (excerpt)
Bibliography:ObjectType-Article-1
content type line 24
SourceType-Magazines-1
ISSN:0015-4326