The name "research" is something of a misnomer.

What this department does is provide marketing tools which are essential to achieving maximum sales results for TeleRep's client stations.

The common point of reference in a broadcast advertising sales transaction is audience ratings. Advertisers have a message for consumers about their product, and television stations offer reliable impactful access to an audience for that message. What determines the value of that audience (i.e. the cost of a commercial spot) is the quantity and quality of viewers.

The Research Department at TeleRep is responsible for processing and analyzing the audience reports issued by the rating services on individual television markets. The information produced is used by the Sales Department to achieve the maximum possible revenue on each piece of business.

The amount of ratings data produced by the rating services has increased exponentially over the past ten years. Salespeople have been flooded by: daily metered reports in ever-growing markets including their demographic breakdowns, the proliferation of computerized buying programs which have placed a large database of time period information on the buyer's desk, and a host of research tools such as TV Conquest, Marshall Marketing, and Scarborough that further break down the viewing audience into lifestyle/economic bracket clusters.

TeleRep does not believe that the purpose of the Research Department is merely to pass along this flood of data; rather, it is to produce a presentation that is unique to the client station in its market situation, that is designed to maximize the station's audience potential and increase sales. In order to do this, TeleRep uses three basic sales research tools:

• The Sales Planner
• The Competitive Worksheet
• The Capsule Pitch

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