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How Can All the Radio Stations Be #1?


Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?"

Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium. They ask for an information package to be mailed out to them; or faxed over if it's urgent (Ha!). When the rep asks questions that are essential to the provision of any information pertinent to the situation (demographics, psychographics, time frame, budget etc.), the caller says they know nothing. They were just told to call stations and gather information.

Being an obliging rep, the information is sent or faxed as requested ?.and then nothing happens 95% of the time. The decision maker receives the rankers, profiles, sales packages, announcer and program information and can't figure out how to make a decision?.so they buy print instead. Both sides of the prospective transaction lose.

The information each station sends out will of course focus on their strengths. As mentioned earlier, many will be #1 in their target market, which really confuses the issue. If the prospective client thinks that everyone is their target market, they may chose to buy the station that has the highest cume audience (cume - unduplicated listeners who tune to the station for at least 15 minutes a week). The price per commercial is usually quite high and discourages new advertisers before they start.

Even when the decision maker is the one gathering the information or meeting with the reps, they still often end up confused by all of the data. The secret to gathering the information you need, is to ask the right questions. How do you ask the right questions?

You ask the right questions of yourself first and provide as much information as you can about what you want to accomplish with this advertising and whom you need to reach. Make a list of the characteristics of your best customers. Define the age group, the kind of radio they are likely to listen to (talk, rock, easy listening, news, etc.). Identify any psychographics that may be pertinent.

No matter how much you would like to think so, everyone is not your customer. There is a group that is more likely to use your services or buy your product and they are the target to focus your efforts on.

When you request information, be specific. State unequivocally that you only want information that is relevant to the consumer characteristics, you provide. All the information must be based on the same criteria, to provide a basis for comparison. How else will you determine which station reaches your best customers at a cost effective rate?

Bigger isn't always better, so choose your audience based on the criteria you set, and work with the creative team at the station to write and record messages to captivate your customers.

Copyright © 2005, Nancy Fraser, Nota Bene Consulting All Rights Reserved http://www.notable-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. February / 27 / 2020

Privacy Changes Are Making Mobile Advertising More Complicated - Adweek
Privacy Changes Are Making Mobile Advertising More Complicated  Adweek

Etsy Earnings Win, Advertising Fees - pymnts.com
Etsy Earnings Win, Advertising Fees  pymnts.com

ASEOHosting: Traditional Online Advertising is Dire in 2020 - Yahoo Finance
ASEOHosting: Traditional Online Advertising is Dire in 2020  Yahoo Finance

In Focus: Vision 2020, New Social Media Rules For Political Advertising, UNCF Mayor’s Masked Ball - phl17.com
In Focus: Vision 2020, New Social Media Rules For Political Advertising, UNCF Mayor’s Masked Ball  phl17.com

UK Drug Advertising Complaints Increase as Withdrawn Advertisements Remain Steady - Regulatory Focus
UK Drug Advertising Complaints Increase as Withdrawn Advertisements Remain Steady  Regulatory Focus

American Advertising Federation Space Coast Honors Winners of 2020 ADDY Awards | - SpaceCoastDaily.com
American Advertising Federation Space Coast Honors Winners of 2020 ADDY Awards |  SpaceCoastDaily.com

How buyers and advertisers are planning for the end of the third-party cookie - Digiday
How buyers and advertisers are planning for the end of the third-party cookie  Digiday

Advertising Through the Rideshare Industry - Grit Daily
Advertising Through the Rideshare Industry  Grit Daily

Univision Q4 Sees Slight Revenue Increase, Core Advertising 6% Higher 02/28/2020 - MediaPost Communications
Univision Q4 Sees Slight Revenue Increase, Core Advertising 6% Higher 02/28/2020  MediaPost Communications

Sinclair Broadcast expects to see record political advertising sales this year after earnings miss - Baltimore Sun
Sinclair Broadcast expects to see record political advertising sales this year after earnings miss  Baltimore Sun

AdDaptive Intelligence, Initiative, and Cox Business share B2B Advertising Success on stage at Digiday Conference - MarTech Series
AdDaptive Intelligence, Initiative, and Cox Business share B2B Advertising Success on stage at Digiday Conference  MarTech Series

Acast Launches Acast Marketplace, a Podcast Advertising Platform - MarTech Advisor
Acast Launches Acast Marketplace, a Podcast Advertising Platform  MarTech Advisor

'This line is for employees only': stories of being Black in advertising, 1969-2020 - The Drum
'This line is for employees only': stories of being Black in advertising, 1969-2020  The Drum

SONIC Drive-In Puts Guests in the Driver’s Seat with New Advertising Campaign THIS IS HOW WE SONIC - Yahoo Finance
SONIC Drive-In Puts Guests in the Driver’s Seat with New Advertising Campaign THIS IS HOW WE SONIC  Yahoo Finance

Kroger Precision Marketing Achieves Tag Platinum Certification For Digital Advertising Trust And Transparency Practices - Yahoo Finance
Kroger Precision Marketing Achieves Tag Platinum Certification For Digital Advertising Trust And Transparency Practices  Yahoo Finance

Layton woman arrested for advertising videos of infant, child rape on social media app - KJZZ
Layton woman arrested for advertising videos of infant, child rape on social media app  KJZZ

How Record Television Advertising is Shaping American Elections - Niskanen Center
How Record Television Advertising is Shaping American Elections  Niskanen Center

ASA: The volume of gambling ads is driving distrust of advertising - Marketing Week
ASA: The volume of gambling ads is driving distrust of advertising  Marketing Week

NBCUniversal Details New ‘One Platform’ Advertising Ahead Of Upfront - Deadline
NBCUniversal Details New ‘One Platform’ Advertising Ahead Of Upfront  Deadline

Vince Cullers Group: First black owned advertising agency - wcia.com
Vince Cullers Group: First black owned advertising agency  wcia.com

Garnet Media Group wins regional advertising awards - UofSC News & Events - @UofSC
Garnet Media Group wins regional advertising awards - UofSC News & Events  @UofSC

INTRODUCING: The Lost Coast Outpost CLASSYFieds! Classified Advertising For the Humboldt County Masses! - Lost Coast Outpost
INTRODUCING: The Lost Coast Outpost CLASSYFieds! Classified Advertising For the Humboldt County Masses!  Lost Coast Outpost

The Honest Ads Act Charts A Path For Political Advertising - AdExchanger
The Honest Ads Act Charts A Path For Political Advertising  AdExchanger

The Big Won becomes World Creative Rankings to benchmark advertising's top performers - The Drum
The Big Won becomes World Creative Rankings to benchmark advertising's top performers  The Drum

Friendable Focuses on Machine Learning and AI for Mobile Advertising Campaign, Choosing “LiftOff” as Partner - Yahoo Finance
Friendable Focuses on Machine Learning and AI for Mobile Advertising Campaign, Choosing “LiftOff” as Partner  Yahoo Finance

Savannah Bananas baseball team removing all advertising from games this season - Bluffton Today
Savannah Bananas baseball team removing all advertising from games this season  Bluffton Today

Video lottery advertising bill (HB1249) dies in committee - KELO AM-FM
Video lottery advertising bill (HB1249) dies in committee  KELO AM-FM

ADVERTISING: Advertorial — JONATHON M. SASSER: Sleep: Quality over quantity - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHON M. SASSER: Sleep: Quality over quantity  Coeur d'Alene Press

"NBC Spot On," A New Local OTT/CTV Advanced Advertising Business Launches At NBCUniversal Owned Television Stations - Yahoo Finance
"NBC Spot On," A New Local OTT/CTV Advanced Advertising Business Launches At NBCUniversal Owned Television Stations  Yahoo Finance

Billionaire Bloomberg is proving no amount of advertising can sell a flawed product - NationofChange
Billionaire Bloomberg is proving no amount of advertising can sell a flawed product  NationofChange

All Eyes On Influencers: FDA And FTC Examination Of Endorser Advertising Signals Global Focus On Social Media - Media, Telecoms, IT, Entertainment - Worldwide - Mondaq News Alerts
All Eyes On Influencers: FDA And FTC Examination Of Endorser Advertising Signals Global Focus On Social Media - Media, Telecoms, IT, Entertainment - Worldwide  Mondaq News Alerts

NBC intros 'Spot On' business for local connected TV/OTT advertising - FierceVideo
NBC intros 'Spot On' business for local connected TV/OTT advertising  FierceVideo

Advertising Week Europe 'monitors' coronavirus as London media agency shutters - AdAge.com
Advertising Week Europe 'monitors' coronavirus as London media agency shutters  AdAge.com

Discovery Profit Rises Despite Cord-Cutting and New Investments - Variety
Discovery Profit Rises Despite Cord-Cutting and New Investments  Variety

Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference - Yahoo Finance
Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference  Yahoo Finance

Susan Collins complains about misleading campaign advertising - Lewiston Sun Journal
Susan Collins complains about misleading campaign advertising  Lewiston Sun Journal

This Campaign Season, BBB National Programs' Digital Advertising Accountability Program is Helping Voters Understand the Origins of Online Political Ads - Inside NoVA
This Campaign Season, BBB National Programs' Digital Advertising Accountability Program is Helping Voters Understand the Origins of Online Political Ads  Inside NoVA

California Court Sets High Bar For Class Certification In False Advertising Cases - Litigation, Mediation & Arbitration - United States - Mondaq News Alerts
California Court Sets High Bar For Class Certification In False Advertising Cases - Litigation, Mediation & Arbitration - United States  Mondaq News Alerts

AMC Networks Sees Q4 Declines In Advertising And Subscriber Revenues 02/27/2020 - MediaPost Communications
AMC Networks Sees Q4 Declines In Advertising And Subscriber Revenues 02/27/2020  MediaPost Communications

Student Association implements new policy on OCCT advertisements - Binghamton University Pipe Dream
Student Association implements new policy on OCCT advertisements  Binghamton University Pipe Dream

A realist’s take on travel advertising in 2020 - PhocusWire
A realist’s take on travel advertising in 2020  PhocusWire

Guidance issued for advertising marijuana products in Maine - Press Herald
Guidance issued for advertising marijuana products in Maine  Press Herald

Biden announces 'six figure' Super Tuesday ad campaign - POLITICO
Biden announces 'six figure' Super Tuesday ad campaign  POLITICO

SEC Looks to Loosen Advisor Advertising, Solicitation Rules - The 401(k) Specialist
SEC Looks to Loosen Advisor Advertising, Solicitation Rules  The 401(k) Specialist

Olympics advertisers hold their breath in coronavirus waiting game - AdAge.com
Olympics advertisers hold their breath in coronavirus waiting game  AdAge.com

Camera club to host advertising photographer | Arts - The Star Democrat
Camera club to host advertising photographer | Arts  The Star Democrat

Here's what you need to know in advertising and media this week - Business Insider - Business Insider
Here's what you need to know in advertising and media this week - Business Insider  Business Insider

Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud - Branding in Asia Magazine
Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud  Branding in Asia Magazine

The 'Why' of an Advertising Photo - PetaPixel
The 'Why' of an Advertising Photo  PetaPixel

Accenture spearheads consultancy v advertising turf war - Financial Times
Accenture spearheads consultancy v advertising turf war  Financial Times

ADVERTISING — Advertorial: DR. WAYNE M. FICHTER: The brain's effect on pain - Coeur d'Alene Press
ADVERTISING — Advertorial: DR. WAYNE M. FICHTER: The brain's effect on pain  Coeur d'Alene Press

Why a Grab and Gojek merger could disrupt advertising in South East Asia - The Drum
Why a Grab and Gojek merger could disrupt advertising in South East Asia  The Drum

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Our philosophy - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Our philosophy  Coeur d'Alene Press

Baseball teams put ads everywhere. One summer league team is ditching them entirely. - The Washington Post
Baseball teams put ads everywhere. One summer league team is ditching them entirely.  The Washington Post

Trump administration outsourcing part of census advertising campaign to state-run Chinese media: report - Raw Story
Trump administration outsourcing part of census advertising campaign to state-run Chinese media: report  Raw Story

Trump campaign buys top advertising spot on YouTube for Election Day | TheHill - The Hill
Trump campaign buys top advertising spot on YouTube for Election Day | TheHill  The Hill

PODCAST: Dean Evans of Cars.com on the state of automotive advertising - Auto Remarketing
PODCAST: Dean Evans of Cars.com on the state of automotive advertising  Auto Remarketing

5 Global Digital Video Trends (Viewership & Advertising) in 2020 - Business Insider Nordic
5 Global Digital Video Trends (Viewership & Advertising) in 2020  Business Insider Nordic

Contextual advertising company GumGum raises $22M - TechCrunch
Contextual advertising company GumGum raises $22M  TechCrunch

'Nobody has a stellar record’: Popular food delivery apps may be advertising wrong prices, menus - WSOC Charlotte
'Nobody has a stellar record’: Popular food delivery apps may be advertising wrong prices, menus  WSOC Charlotte

Vaping trends switch during investigation into Juul Labs advertising - KOMU 8
Vaping trends switch during investigation into Juul Labs advertising  KOMU 8

Spain government proposes crackdown on gambling advertising - Yogonet International
Spain government proposes crackdown on gambling advertising  Yogonet International

How much Mike Bloomberg is spending on campaign ads - Washington Post
How much Mike Bloomberg is spending on campaign ads  Washington Post

Do Institutions Own Pressman Advertising Limited (NSE:PRESSMN) Shares? - Simply Wall St
Do Institutions Own Pressman Advertising Limited (NSE:PRESSMN) Shares?  Simply Wall St

AdQuick raises $6M to conquer an advertising market Google and Facebook won’t - TechCrunch
AdQuick raises $6M to conquer an advertising market Google and Facebook won’t  TechCrunch

Amazon Advertising Drives Higher Returns For Retail Brands Than Facebook Or Google - Forbes
Amazon Advertising Drives Higher Returns For Retail Brands Than Facebook Or Google  Forbes

'I'm me, not meat' | PETA Billboard idea rejected by advertising company - WFMYNews2.com
'I'm me, not meat' | PETA Billboard idea rejected by advertising company  WFMYNews2.com

Avoid These Advertising and Marketing Mistakes - Legal Reader
Avoid These Advertising and Marketing Mistakes  Legal Reader

By Sneaking Into Ads.txt Files, The 404bot Cost Advertisers $15 Million - AdExchanger
By Sneaking Into Ads.txt Files, The 404bot Cost Advertisers $15 Million  AdExchanger

Cross-Channel Performance Advertising Platform Market Gross Margin, Attractiveness, Competitive Landscape and Key Players – Facebook, Marin Software, Marilyn, etc. - News Times
Cross-Channel Performance Advertising Platform Market Gross Margin, Attractiveness, Competitive Landscape and Key Players – Facebook, Marin Software, Marilyn, etc.  News Times

MTS launches theft protection, targeted advertising service for retailers - Telecompaper
MTS launches theft protection, targeted advertising service for retailers  Telecompaper

Why Burger King Is Proudly Advertising a Moldy, Disgusting Whopper - Adweek
Why Burger King Is Proudly Advertising a Moldy, Disgusting Whopper  Adweek

Mobile advertising trojans, stalkerware peak in 2019 - SC Magazine UK
Mobile advertising trojans, stalkerware peak in 2019  SC Magazine UK

New Las Cruces rental scam asks for electronic transfer of funds - Las Cruces Sun-News
New Las Cruces rental scam asks for electronic transfer of funds  Las Cruces Sun-News

ISBA tackles public trust with five-part advertising guide - CampaignLive
ISBA tackles public trust with five-part advertising guide  CampaignLive

Winston-Salem PETA billboard honoring cows killed in highway crash rejected by advertising company - WXII12 Winston-Salem
Winston-Salem PETA billboard honoring cows killed in highway crash rejected by advertising company  WXII12 Winston-Salem

Mobile Advertising Industry Forecast to 2025 with Global Key - openPR
Mobile Advertising Industry Forecast to 2025 with Global Key  openPR

Should rail commuter data be monetised through advertising? - swissinfo.ch
Should rail commuter data be monetised through advertising?  swissinfo.ch

Advertisement for Bids | Legal Announcements - Winona Daily News
Advertisement for Bids | Legal Announcements  Winona Daily News

Most media buyers look to podcasts for advertising: IAB - Which-50
Most media buyers look to podcasts for advertising: IAB  Which-50

How Anheuser-Busch is disrupting football advertising with the XFL - KSDK.com
How Anheuser-Busch is disrupting football advertising with the XFL  KSDK.com

Outdoor advertising Market to depict appreciable growth prospects over 2020-2025 - openPR
Outdoor advertising Market to depict appreciable growth prospects over 2020-2025  openPR

Programmatic Marketing and Advertising Market to Witness Huge - openPR
Programmatic Marketing and Advertising Market to Witness Huge  openPR

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Deepwater Horizon Damage WORSE Than Expected & JUUL Busted Advertising To Children Online - The Ring of Fire Network - The Ring of Fire Network
Deepwater Horizon Damage WORSE Than Expected & JUUL Busted Advertising To Children Online - The Ring of Fire Network  The Ring of Fire Network

Planning For Safari Can Prepare Advertisers For Chrome's Future - AdExchanger
Planning For Safari Can Prepare Advertisers For Chrome's Future  AdExchanger

The Mobile & Tablet Advertising Market to See Huge Growth - openPR
The Mobile & Tablet Advertising Market to See Huge Growth  openPR

Bank of America consolidates advertising with Publicis Groupe - AdAge.com
Bank of America consolidates advertising with Publicis Groupe  AdAge.com

Will Uber FINALLY become profitable? Firm set to place advertising car-toppers on 1,000 vehicles - Daily Mail
Will Uber FINALLY become profitable? Firm set to place advertising car-toppers on 1,000 vehicles  Daily Mail

Beyond Google and Facebook advertising: 17 ad platforms you should try - Search Engine Land
Beyond Google and Facebook advertising: 17 ad platforms you should try  Search Engine Land

Search Advertising Software Market Global Sales, Revenue, Price and Gross Margin - openPR
Search Advertising Software Market Global Sales, Revenue, Price and Gross Margin  openPR

Video Games Advertising Market Growth Forecast, Demand and Top - openPR
Video Games Advertising Market Growth Forecast, Demand and Top  openPR

Global Mobile Advertising Market to Gain Proceeds Worth USD - openPR
Global Mobile Advertising Market to Gain Proceeds Worth USD  openPR

This week's advertising and media news and analysis - Business Insider - Business Insider
This week's advertising and media news and analysis - Business Insider  Business Insider

WPP dives as advertising revenues suffer and new chief’s turnaround stalls - Evening Standard
WPP dives as advertising revenues suffer and new chief’s turnaround stalls  Evening Standard

Brave Challenges Google's Advertising Power Before the UK Competition Watchdog - Bitcoin News
Brave Challenges Google's Advertising Power Before the UK Competition Watchdog  Bitcoin News

Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’ - CBS Dallas / Fort Worth
Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’  CBS Dallas / Fort Worth

What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World? - Adweek
What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?  Adweek

Media executives pressure advertisers on quality news - Axios
Media executives pressure advertisers on quality news  Axios

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