Advocacy campaigns, particularly those that aim for either changes in individual behavior or government/private sector policies benefit greatly from a well-run media outreach program representing an organization’s single best opportunity to be in touch with its intended audience.

Communicating through the media is an excellent—and can be low-cost—advocacy tool. However, because many advocacy campaigns have experience relying only on “earned media” (as opposed to ads and other “paid media”) any organization going beyond earned media needs to work closely with the media team should plan carefully to ensure that the message that appears is placed where the target audience will see it. LUC has the experience to help your organization make the right decisions.

Two of the first questions to deal with are outlined below.

The Bipartisan Campaign Reform Act has changed the face of political advertising. Today, there are different rules for advocacy groups, candidates, and political parties. While much attention has been paid to how this affects actual advertising expenditures, there are only a few people who understand how this new law impacts the other side of the equation: advertising rights.

For example, “equal time” typically applies only to candidate-placed ads. If an opponent strikes, candidates can demand the equal time to respond. What if the attack comes from his political party or an independent group? Most buyers will tell you that there is nothing that can be done.

Wrong.

The fact is, there are exceptions to the law that allows you to come to your own defense or that of a candidate that you might be supporting. LUC Media knows what they are and how to use them. LUC will keep your ads on the air and work to knock the other independent and negative ads off.

It is this simple: LUC Media is better equipped than anyone else in making sure that the client's ads get on the air because the company works hard and because one of the nation's foremost experts in FCC political broadcasting law is on this team.

At LUC Media, extensive knowledge of the law and years of experience as both sellers and buyers of media set our company apart from the competition. Clients benefit from innovative media buying strategies and our willingness to go “to the mattresses” to fight for our clients rights and their cause.

LUC holds dear the principles below:

• LUC believes that every advertiser is entitled to the “lowest unit charge” available for any particular program or daypart NOT just the politicians.
• LUC believes that “most favored advertiser” status should be extended to any advertiser who decides to buy time on the station or in the publication.
• LUC knows that good relationships with media outlets increases the advantages available to our clients.
• LUC wont’ forget who the client is and what they hope to achieve.

We are ready and willing to become a full partner in your organization’s fight.

Making Sure YOU Are The Most Favored Advertiser!

At LUC Media, we fight to make sure that every client receives all of the benefits he or she is entitled to. That means maintaining constant on-going communications with sales and traffic departments, recurring daily verification of actual spot placement times and monitoring public files kept by individual stations.

LUC's job does not end once your ad is on the air. The team makes sure the stations check for "overcharges." LUC has actually been able to get some refunds even though it is not entitled to receive them by law. Getting back the money requires tenacity and diligence. LUC Media does not "close the books" on your ad campaign until the company is satisfied that every dollar you may have coming back is in the bank - your bank.

Example:

LUC monitors the treatment of these delayed spots closely, assuming that the client is entitled to a make-good if the spot runs outside of the time period for which it was purchased. LUC works with the stations to get the ads on the air before the flight ends rather than getting a refund later.

LUC Media would rather see all of your ads get on the air, but if they do not make it, the team will be sure you get the money back that you deserve.

Different media present different challenges.  Newspapers don’t worry about “space” as they can easily add another page to the paper.  Same with magazines.  These two worry most about content – making sure that the ad is supported by proper documentation.  Radio is like print in that it worries more about content because time is sold in broad rotations offering maximum flexibility for ad placement.

Television, on the other hand, has only so many “avails” per program and when they are “gone” they are gone (actually not true because spots sold for more preempt spots sold for less.) So during any given election season, time is at a premium – and stations only want to sell so much of it at the most competitive rates.  The fact is that as an “issue” advertiser you have the same rights to access as if you are a “regular” advertiser. The difference is that many broadcasters want to make you pay dearly for the access. We understand this better than most other buyers (because we were once sellers too,) and work to maximize your access to the airways, without laying waste to your checkbook.

It is also important to remember that paying the most money doesn’t guarantee that you’ll get the most air time.  In the end, getting on the air and staying on the air takes a combination of things – paying the right price, securing available time, and understanding the rules that govern access.  Click here for an example of how we “work” to make sure access is available.

The team at LUC Media never loses sight of our ultimate goal – getting our clients on the air as much as possible and at the best price.

Example:

Our knowledge of the law and aggressive approach with the right stations in key media markets allowed Davis to get the exposure he needed to win the primary.

You’ve heard the expression “you are known by the company you keep”  - well here is just a sample of the clients we have worked with recently: