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NORML Pro-Pot TV ad blankets US

The advertising media used by the campaign combined low cost national cable and Ohio News Network. For added exposure element a PR bonus blitz was distributed via PRweb.com.

Initially, it was difficult t get approval to run NORML’s PSA/Commercial. Ohio News Network was quick to be first but other media outlets passed. Finally, a national media vendor with homes in every market in the country, gave the go ahead.

The National Cable Homes buy (April 20-April 22, 2009) reached homes with ’smart cableboxes’, which tracks the precise networks and advertising spots watched. NORML only paid for the audience reached and who stayed tuned to the ads.

-97.5% of people who watched the stay tuned in.

-Average length of time they viewed was 59.2 seconds

NORML’s ad buyers viewed the PSA as being very effective, and for the very high percentage of the public who watched the ad, they apparently could not turn away.

The Numbers

7,700 spots ran across 210 markets over three days, in each market, 38 spots ran on CNN, Fox News, MSNBC, CNBC, CNN, CNN-Headline News, FX, Spike and Fuse.

-A total of 2,428,858 total viewing households were reached

-A total of 2,394,690 actual viewers watched the commercials live

-34, 168 additional viewers recorded the networks and watched the commercials within 7 days

-75 spots ran in 1.5 million homes on the Ohio News Network from April 23-April 28.

NORML’s PR package reached 30,000 journalists, 30,000 websites and 225,000 RSS subscribers, resulting in over 136,313 viewed packages, and 2,118 media outlets tracked the story.

The avg. cost was $2.07 per 60 second TV ad

Posted By jamesk at 2009-06-29 12:16:04 permalink | comments
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Larry C apologizes. : 2009-07-02 15:36:39
That last post wasn't me. This is definitely my last post. I always get bent out of shape when people take my intolerant ranting on the internet the wrong way. Why can't you people lighten up and let me call you inhuman addicts without getting all bent about it? I thought addicts were supposed to be cool.

Now I'm gonna forget we had this little spat and go masturbate to some extreme porn at Max Hardcore (love that guy) and go make some racist jokes with my unemployed buddies over at chimpout. They get me there.

Johnny Christopher. : 2009-07-02 11:16:29
Poor Larry. What are you doing on this site anyway? Nobody cares what your bullshit political party is. That is largely irrelevant in regards to this issue. The magic "independent" word doesn't make you appear smart either. Nobody believes your prohibitionist rhetoric anymore, so good luck trying to win anyone over with that crap. You don't have to be an "addict", much less even use cannabis to see that its illegal status does more harm than good.
Uh huh. : 2009-07-02 10:38:10
Way to backpeddle Larry.....
Larry C.. : 2009-07-02 01:44:45
Those last two posts are not me.

In case you're wondering: I'm an Independent. Doesn't mean I can't disagree with marijuana on all fronts.

This is my last post, now. Any other post labeled "Larry C." after this is someone else.

Man on Street. : 2009-07-01 23:26:04
Millions have died? Please stop pulling random figures out of your ass, as it makes you look like a moron.
Larry C logic. : 2009-07-01 14:41:00
Trolling is bad, m'kay. Anyone who has ever trolled a comments board, is in my righteous opinion, an asshole, not a human being. Millions of people have died from trolling, just in the past few years. At the risk of sounding condescending, you are all trolls. You should have just kept your mouths shut.

Thanks for the laughs.

What a moron. : 2009-07-01 13:05:42
Addicts are not human? Addiction is part of the human condition. It happens. You ever take a Tylenol to ease your pain larry? I guess you addicted to feeling "normal" if you have. Ever take something to stop a cough? I guess that makes you a double addict because in your opinion once you take a drug you are an addict. And I guess you are addicted to the pleasant way your life seemed before you developed this cough. The truth is larry, that everybody on this planet has consumed chemicals. The air that I unfortunately share with you is made from chemicals. Your body and your brain were formed from chemicals. The very process that compelled you to write your uninformed drivel was initiated by chemicals that were formed in your body. You think your not an addict? Think again bud. All of us are walking around with illegal drugs in us that were formed by the very bodies that you are claiming to protect. Maybe you should get a gold star or a banana sticker for your efforts. You are a true hero and society owes you a great deal of gratitude for protecting us like you do.
guest : 2009-07-01 12:04:21
Larry C is a troll, worse than a junkie. Please ignore.
Larry C.. : 2009-07-01 11:53:34
Drugs are bad, m'kay. Anyone who has ever used a drug, is in my righteous opinion, an addict, not a human being. Millions of people have died from smoking marijuana, just in the past few years. At the risk of sounding condescending, you are all junkies. You should have just said no.

Thanks for the laughs.

Man on Street. : 2009-07-01 07:31:00
Larry, please stop trying to sling that Reaganesque bullshit man and get out of the hole in the ground you call your life.
Larry C.. : 2009-07-01 00:17:51
Same Larry C. from before, here, I assure you.

To all of you, especially "human bean":

I meant every word I said, just the way it reads. I typed it, did I not? You seem to be able to pretend to be smart, so I wont waste the time of walking you through hyperbole and semantics in regards to the statements in my previous post. Okay, kiddo?

P.S.: Just say no, okay?

human bean. : 2009-06-30 09:26:14
Neat. The ad is vague, but at least it is a step in the right direction and makes the point about non-violent drug offenders filling up our jails (I have actually met people that really never thought about that).

Larry C. could very well be paid disinformation agent, or perhaps it's more likely that he truly is a tentacle of the misinformed masses. Or maybe he just wants to ruffle a few feathers.

In any case, regardless of how much stock he puts into his own words, there are a few points I would like to make in regards to his comments.

"This is OUTRAGEOUS. The DRUG ADDICTS are always looking for ways to rationalize their DEVIANT lifestyles. Fix our economy? Lower crime? Save us money? Absolute false propaganda."

*The capital words here are prime propaganda tools; words used to incite fear in others. Then, of course, he ends by mentioning "propaganda" in a Freudian slip.

"It is DANGEROUS. It makes you STUPID. The whole damned culture surrounding it promotes CRIMINAL activity."

*These statements are blatantly generalized and flawed. Plus more propaganda key words.
Calling it dangerous is not only exaggerated, but silly considering the multitude of activities one engages in on any given day that endangers both ourselves and others (say, driving for instance).
While it is certainly possible that regular marijuana use could increase the stupidity of people who are stupid by nature, the same could be said of alcohol, television or food (just to name a few).
Promoting criminal activity is not something any substance does. Greed; desire for money and power, promote criminal activity (traits of humans, not plants). Drugs are simply tools to obtain those things.
Of course, since marijuana is currently illegal, he is technically right on this one. Yes, Larry, because of current draconian legislation, anyone who even touches marijuana is TECHNICALLY promoting criminal activity. Of course, so were members of the Boston Tea Party, or civil rights activists during the days of segregation laws.

"If it ever does become legalized, and the crime rate RISES (it will) and the drop-out rate of school-going youths INCREASES (and it will), I'M GOING TO LAUGH."

*Well, as long as you have our best interests at heart. It seems we have on our hands, a cruel-hearted psychic who smirks at the notion of a struggling society.

"Don't worry, though. There are more non-users in this country than addicts, people who are clear in the head who can see the dangers of unleashing drugs onto our streets. And, they have not, nor would they ever agree to such a ridiculous pipe-dream. To do so would put us all in DANGER."

*Well, you have certainly convinced me. I can now sleep well at night knowing those who are "clear in the head" are keeping me safe from all the scary things in the world. (For the record, I have only met a very small number of humans who are truly "clear in the head". And most of them were monks.)
BTW, last time I checked, DRUGS WERE ALREADY UNLEASHED ONTO THE STREETS. That's one of the points of legalization. To get drugs off the streets and into federal regulation.
And of course, one last shout of "Danger!" just in case you weren't convinced. Cue the Simpsons lady, "Won't somebody PLEASE think of the children???!"

"Thanks for the laughs."

*Thanks for the laughs.

Nice try Larry. : 2009-06-30 02:06:51
Nobody could be that stupid in real life. You almost had me for a sec. Very funny
josep yao. : 2009-06-30 01:57:46
well said elvus....
i hope its sarcasm misunderstood

well sorry larry, but we have the bee-e-a-utiful example of Portugal.
not exactly what you seem to predict.

elvus d. crust. : 2009-06-30 01:14:21
Holy Cow Poop!

You certainly can't be Larry C. the psychedelic artist...

you're just way way too closed minded.

Good luck on your death bed experience Mr.Larry C.

Larry C.. : 2009-06-29 23:29:54
This is outrageous. The drug addicts are always looking for ways to rationalize their deviant lifestyles. Fix our economy? Lower crime? Save us money? Absolute false propaganda.

Marijuana will never be legal. It is dangerous. It makes you stupid. The whole damned culture surrounding it promotes criminal activity. If it ever does become legalized, and the crime rate RISES (it will) and the drop-out rate of school-going youths INCREASES (and it will), I'm going to laugh.

Don't worry, though. There are more non-users in this country than addicts, people who are clear in the head who can see the dangers of unleashing drugs onto our streets. And, they have not, nor would they ever agree to such a ridiculous pipe-dream. To do so would put us all in danger.

Thanks for the laughs.

Dougy. : 2009-06-29 23:28:54
You guys are behind the times. This is an old ad.
Effective propaganda. : 2009-06-29 13:07:17
We need more like this
dreamdust. : 2009-06-29 12:48:51
This is great. Kudos to NORML. One can't help but think why they didn't do something like this 20 years ago.

I also think the ad is very vague. It does its job well portraying the idea that normal Americans smoke pot, but that's about it.

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