Jul 242013
 

Request-Rates-and-Info • Do you want to learn how to write an effective radio ad?
• Need to know how much or how little to write?
• Should you do a :15-second, :30-second or :60-second ad?
• Should your radio ad be written with a hard sell or soft sell?

Get the answers to these questions and more!  Request our info kit on “How to Write an Effective Radio Ad” and we will automatically email our info kit to you!

* required
Jul 242013
 

La Zeta Van - Remote ControlSales remotes work when stations insure there is an attraction and benefit for listeners; a jock hidden at the back of the store won’t cut it. Before remotes are booked, sales managers need to step in and double-check that the remote makes sense for that client. You don’t get as much traffic for a sewing store as for a car dealer. There are better ways to serve any type of advertiser.

Once the remote is being developed, look at ways to generate traffic. We like gas cards that negate the “cost” of attending in the listener’s mind. Bounce back coupons (for shopping at that store on a future day) add value to the initial visit. These coupons also remind the client of your station’s long-lasting effect. For car dealers, test-drive rewards work well, but avoid lottery problems by making sure the element of chance is not present.

Giving away tickets to a big area event or a chance to win major prizes from a noncompeting sponsor (such as a furnished room at a home improvement store that doesn’t sell furniture) are other approaches to drive traffic to your remote.

Jul 242013
 

From sellers on the street to agency-level buyers, it’s long been known that radio can move product for clients.  But proving it has been a higher hurdle for media researchers.   In a first look at a study done by [a large corporate radio group] and Nielsen Catalina Solutions, radio’s ability to push an item across a supermarket checkout scanner has been documented.

The companies worked with Dove, which wanted to grow market share for its men’s deodorant.  [Radio stations] and Premiere Networks developed a high-frequency campaign using news-talk, sports and rock programs targeting men 25-54.  They then cross-referenced that with Catalina’s consumer panel data showing purchases in 6,083 households.  “Radio did phenomenally,” Catalina chief research officer Leslie Wood said yesterday at an Advertising Research Foundation conference in New York.

Among those who heard the radio spot, Dove’s market share rose from 2.9% to 4.3% — a 48% gain in just a few short weeks.   Dove’s household penetration rate went up too.  And those who heard the commercial spent an average of $0.12 more on the deodorant.  In research terms, Wood said that’s a “substantial increase” showing “real tangible results” for radio. “This is a very tiny brand but we were thrilled to see the advertising actually had a real effect on it,” Wood said.

Catalina and [Radio] plan[s] to do more research with larger brands to demonstrate radio’s ability to sell products.  “It’s a time of evolution — and different approaches to ROI,” Clear Channel EVP of insights, research and analytics Radha Subramanyam said.

- See more from Inside Radio here.

Jul 242013
 

Mexican-Family-CultureA 56% majority of Hispanics say they turn to radio to get news.  In a new analysis of news consumption patterns, Pew says Latinos remain more radio-centric than the general market, with bilinguals most likely to turn to FM/AM for news.

The survey also shows Latino adults who say they read a newspaper daily has dropped from 58% in 2006 to 42% in 2012.  At the same time internet news consumption has increased steadily, growing from 37% to 56%.  Pew says that puts online news consumption on par with radio.

Read the whole story from Inside Radio here.