We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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
New York Times
Netflix and Spotify Ask: Can Data Mining Make for Cute Ads?
New York Times
It's no secret that companies, especially those born in the digital age, are amassing deep and detailed troves of information on the habits and preferences of their consumers. For streaming services, that data fuels the recommendations. But companies ...
Nieman Journalism Lab at Harvard
Honesty in advertising
Nieman Journalism Lab at Harvard
Taking ideologies to action: We're entering an era of advertising honesty. It is time to be truthful in what the value and experience should be and have media companies invest in the ability to facilitate and lead by example. We are actively ...
Advertising Solutions Aren't Always Black And White
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Clint Ethington. Clint Ethington is the CEO & co-founder of programmatic based digital ...
Disney's Advertising Empire Could Get More High-Tech After Fox Purchase
With an acquisition of a good chunk of 21st Century Fox, Disney takes control over many things it does not currently have. Its cable networks target families, kids, and young teens. Fox's outlets go after people interested in big-swing drama and ...
Facebook will no longer always divert international advertising revenue to Ireland
Facebook today said it is shifting to a “local selling structure” in countries outside the U.S., in which its advertising revenue in that country will be recorded by their local company in the country. That means that rather than directly route its ...
Facebook to book advertising revenue locally amid political pressure
Moving to a Local Selling Model | Facebook Newsroom
Facebook | The Irish Times
Advertising authority considers complaints over Amazon Prime delivery times
Complaints about packages not being delivered on time by Amazon in the lead-up to Christmas are being considered by the advertising watchdog. Customers signed up to the online goods giant's premium service Prime have raised concerns their expected ...
Amazon Prime faces probe over Christmas delivery failures as customers say they have waited FOUR DAYS for their ...
Amazon investigated by advertising watchdog over delivery complaints as Christmas gifts delayed
Amazon Prime could face investigation over delivery complaints
Balancing Omnichannel Advertising with Individual Channel Considerations
Good digital advertisers are open to exploring the benefits of every channel available to them, but it can be difficult to balance omnichannel practices with individual channel optimization and measurement. Ivo Totev, CMO of SAP's ERP solution, S/4HANA ...
Off-premise advertising on Irvine Auto Center freeway sign expected to get approval
IRVINE — The city is moving toward allowing off-premise advertising on an electronic freeway sign at the Irvine Auto Center. The City Council on Monday, Dec. 11, voted 3-2 to direct staff to come back with a zone change ordinance to allow off-premise ...
Addressable Advertising: An Upgrade for Travel Brands
Football and turkey. Ugly sweaters and gingerbread lattes. No matter what your association is, the holiday season is already in full swing. It's a time of celebration and merriment but above all else, the holidays are about family. And whether that ...
The Technology That Will Change Advertising
While McDonald's and Burger King duke it out over how many digital outdoor screens they can advertise on to attract more customers, a brand new and disruptive advertising concept has already unfolded in the far east. Take a minute to imagine an ...
ADVERTISING RELATED ARTICLES:
Get Free Radio Advertisement
Here's a neat trick to get lots of radio advertisement time, TOTALLY FREE! Imagine..
Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads. That's right.
How Well Do Postcards Work?
The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as.
How to Advertise with Flyers
When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers.
What To Do With Your Business Cards
Without a plan to distribute your cards, there's no need to print them in the first place.Many fall into the trap of thinking all the thinking about business cards is over once the order is placed.
Don't Put All Your Eggs in The Same Basket
Solution: You can protect yourself by partnering with other lead sources because it is unlikely that they will all have a problem or technical issue at the same time. Other alternative: It doesn't hurt either to use a few marketing tools to generate leads for your business.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
Tips for Using Paid Advertising
Quite a few business out there can't survive without some type of advertising and/or brand recognition, so advertising your business is one of the most important aspects in running certain types of business. It's also one of the most frequently asked questions for "how to".
Yellow Pages Ads - Buying Secrets
Yellow Pages Ads - Buying SecretsOK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil".
What's the Score?
You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player. Rebounds, assists, points, minutes played, etc.
Why Your Ad Failed
So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn't materialize. You're upset: you feel that you've wasted money and time, and now you're convinced that advertising doesn't work.
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message. Imagine one of your customers calling six different people in your company.
If You Want To Get More Customers, Here's 10 Powerful Stories To Improve Your Ads
Remember, as a child lying in bed and listening to stories. Remember how engaged you were.
Radio and Television Ads: Clever Vs. Annoying
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail.
Sex in Advertising: Does it Sell?
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse.
How to Breathe New Life into Your Advertising Campaign
If you haven't made many sales or perhaps none at all, don't be discouraged. Use this 10-point checklist to breathe new life into your advertising campaigns and improve your response rate.
B2B Marketing Health and Elder Care Services
Quality Care Options is an established company advocating for the right of all seniors to receive excellent service and product. The organization recommends Certified Senior Approved Services to its elderly clientele.
When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market