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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 Fri. May / 24 / 2024

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Grace Beverley broke advertising rules with Tala posts  BBC.com

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Walmart’s CFO on Tech, Advertising, and Winning the High-End Shopper  Barron's

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Google unveils AI-powered advertising tools at Google Marketing Live  MarTech

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Advertisers react to 'underwhelming' Google Marketing Live 2024  Search Engine Land

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Vidhya Srinivasan Has the Hardest Job in Advertising  Adweek

PubMatic and Klarna Partner for Programmatic Advertising, Increasing Engagement Rates - Yahoo Finance
PubMatic and Klarna Partner for Programmatic Advertising, Increasing Engagement Rates  Yahoo Finance

An artist reckons with the dangerous power of advertising and iconography - CNN
An artist reckons with the dangerous power of advertising and iconography  CNN

Walmart's latest product? Its customers - The Economist
Walmart's latest product? Its customers  The Economist

How Stephen King changed advertising forever - Campaign US
How Stephen King changed advertising forever  Campaign US

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The state of diversity in advertising and marketing  Ad Age

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Former Warner Bros. Discovery EMEA Boss Priya Dogra Joins Sky as Chief Advertising and New Revenue Officer  Variety

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Digital Out of Home (DOOH) & In-Store Retail Media Playbook  IAB

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Central Valley Stories: Adventures in advertising, PR  The Business Journal

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Apellis Pharmaceuticals is taking a slow and steady approach to advertising Syfovre  FiercePharma

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Which podcast trends are capturing advertisers' attention in 2024  Digiday

The FCC and Congress Advance Proposals to Regulate Artificial Intelligence in Political Advertising - Broadcast Law Blog
The FCC and Congress Advance Proposals to Regulate Artificial Intelligence in Political Advertising  Broadcast Law Blog

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City Advertising for Openings on the Framingham Police Advisory Committee  framinghamsource.com

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USM graphic design students excel in advertising campaigns  DM News

Thanks To Our Fantastic Advertisers - Above the Law
Thanks To Our Fantastic Advertisers  Above the Law

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Austin College Earns Three Collegiate Advertising Awards  Sherman Denison Herald Democrat

Advertising Software Q1 Earnings: AppLovin (NASDAQ:APP) Simply the Best - Yahoo Finance
Advertising Software Q1 Earnings: AppLovin (NASDAQ:APP) Simply the Best  Yahoo Finance

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Barú Advertising: Barrutia on Performance and E-Commerce  Portada-online.com

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Sky focuses on non-subscription revenue with new advertising role  The Media Leader

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Olyns recycling machines to feature advertising thanks to Wovenmedia, Vistar Media partnership  Digital Signage Today

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Virginia part of settlement resolving wireless carriers’ alleged deceptive advertising practices  Henrico Citizen

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SMALL BUSINESSES MOBILIZE AS HOUSE COMMITTEE CONSIDERS ANTI-ADVERTISING BILL  PR Newswire

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Turning the Tables: When Advertisers Show Media Publishers the Path to Success  MediaVillage

Stream Companies Joins Toyota's eCommerce Advertising Program - MyChesCo
Stream Companies Joins Toyota's eCommerce Advertising Program  MyChesCo

Arkansas Attorney General sends cease and desist letters to companies advertising delivery of abortion pills - KAIT
Arkansas Attorney General sends cease and desist letters to companies advertising delivery of abortion pills  KAIT

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Netflix’s advertising platform plans include The Trade Desk  Pacific Coast Business Times

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Stream Companies to Propel Toyota's eCommerce Advertising to the Next Level  Yahoo Finance

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As Roblox expands its advertising network, child safety concerns are on the horizon  Digiday

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It's becoming impossible for game publishers to avoid the question of advertising inside premium titles  Digiday

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The Barber Shop Marketing Wins Local and National Marketing and Advertising Awards Top North Texas Marketing ...  PR Newswire

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Murray Kalis: Advertising, Food and Mexican No-Matzo Matzo Brei  Jewish Journal

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INDIANA BOROUGH COUNCIL APPROVES ADVERTISING UPDATES TO TRANSIENT BUSINESS ORDINANCE  wccsradio.com

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Griffin accuses 2 organizations of advertising sale of abortion pills in Arkansas, sends cease and desist letters ...  Arkansas Online

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Google Expands Advertising Into AI Search Engine  Adweek

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Bumble, Apple, and the art of the advertising apology  Fast Company

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TikTok Launches Generative AI Advertising Tools  Voicebot.ai

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House Republicans target Fresno-Visalia market with major advertising spending  The San Joaquin Valley Sun

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Why Generative AI isn't necessarily a golden ticket in the world of advertising  Creativebrief

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Pixalate Debuts Global Mobile App Ad Spend Benchmarks Report for Open Programmatic Advertising: $6.2 Billion in ...  Yahoo Finance

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Archer names The Richards Group (TRG) exec as new CEO  The Business Journals

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Digital marketing & advertising industry: current trends, major players, latest data  eMarketer

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Why the creator economy could take over the advertising industry | Opinions  Campaign Asia

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Why advertisers are using AI to manage 'choice overload' and unlock first-party data  Digiday

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Arkansas attorney general sends cease & desist letters to companies advertising delivery of abortion pills  KARK

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AG orders abortion pill providers to stop advertising and sales in Arkansas  Arkadelphian

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Feds Targeting Disclosure Requirements For AI Use in Campaign Advertising  Campaigns & Elections

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Sky hires ex-WBD exec Priya Dogra to head advertising drive  Digital TV Europe

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How Advertisers Can Protect Their Digital Ad Spend  Barrett Sports Media

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Google shifts focus to AI-integrated advertising  KillerStartups

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Attorney general threatens groups advertising abortion pills in Arkansas  Arkansas Times

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Programmatic Advertising: Efficiency, Precision, and Real-Time...  MarTech Outlook

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Expedia designs travel media network as “one-stop shop” for advertisers  PhocusWire

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Amazon’s First Upfront Is All About Advertising And Sports  AdExchanger

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MP suggests restriction of online casino advertising  AKIpress

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Mobiquity Technologies Announces Strategic Collaboration with MW Political for Advanced Political Advertising Solutions  Yahoo Finance

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Mirriad Advertising Gears Up for Growth - TipRanks.com  TipRanks

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Rise of hyperlocal advertising; Targeted commercials gaining ground  TechGraph

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Top Strategies For Effective Financial Advertising In 2024  Benzinga

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MP asks to ban advertising of making quick money in social networks  AKIpress

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Spotify Is Ready to Compete for Video Advertising  Adweek

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When Cookies Go Away, You'll Be Glad You Mastered These 3 Advertising Alternatives  Inc.

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Magnus Thorne – The 26th FAB Awards Advertising & Innovations Jury Chair Speaks Exclusively With MarComm ...  MarComm News

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TikTok just announced AI help for ad-creation  Mashable

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Maximizing ROI with Targeted Online Advertising: A Data-Driven Approach  EIN News

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Political Advertisers Promoted Polarization. Now We Need To Help Fix It  AdExchanger

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Klarna Adds Technology to Help Advertisers Grow Sales  WWD

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Crypto-Friendly Verified Advertisers Features : Verified Advertisers  Trend Hunter

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Google rolls out more tools for advertisers — including new formats for AI-generated search  Digiday

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ITV taps SAS for at-scale personalized advertising on ITVX  Digital TV Europe

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ARIEL VIEW: Luxury brands do not want to “appear to advertise”  WatchPro USA

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Even Advertisers Are Telling You to Get Off Your Smartphone  The Wall Street Journal

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Grace Beverley has videos banned after breaking advertising rules with her brand TALA  The Tab

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Student Wins Integrated Campaign Advertising Award | Royal News: May 15 2024  Scranton

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How Stephen King changed advertising forever | Opinions  Campaign Asia

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Case against Noem for ‘Undisclosed advertisement’ dismissed  Dakota News Now

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The best print ads of all time  Creative Bloq

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Shopsense AI Partners with Magnite to Launch Retail Programmatic Advertising  AiThority

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Amazon announces new ad tech tool Signal IQ  Ad Age

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How Television Advertising Lost Its Relevance  The Wall Street Journal

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NBC Taps Big Advertisers to Support ‘SNL’ 50th Season  Variety

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SEC Tells Advisers What Not to Do in Advertisements  JD Supra

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RIP surveillance advertising — you won’t be missed  The Media Leader

Griffin tells abortion pill companies to stop advertising in Arkansas - The Center Square
Griffin tells abortion pill companies to stop advertising in Arkansas  The Center Square

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Advertising Operations Webinar with TapClicks and Compulse, Featuring Media Planner  EIN News

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Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business  Morningstar

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Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95  The New York Times

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Rosenworcel Proposes AI Disclosure in Political Ads  BroadbandBreakfast.com

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Inclusion drops in Advertising Council’s DE&I census: ‘Average is not good enough’ | Analysis  Campaign Asia

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Grace Beverly broke advertising rules with Tala social media posts  The Independent

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Former WBD Europe Boss Priya Dogra Lands At Sky  Deadline

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Do brands always make the most of large sporting events?  Kantar

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An inflection point for Australian advertising: Privacy Act update meets cookie depreciation  AdNews

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Parliament approves second reading draft law banning advertising of black magic  AKIpress

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