Effective Radio Advertising by Elizabeth Brody

By Elizabeth Brody

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Media Imperatives: Research indicated that this target was a heavy user of radio. In fact, on the average, this target segment spent more time listening to radio than any other medium. 6% of the target would not be reached (Figure 2-5). Furthermore, if either magazines or Image not available. Figure 2-5 Media Imperatives for Molson Golden Ale Users From Simmons Marketing Research Bureau, 1990. 8% of the market would not be reached. " One criticism sometimes directed toward radio is its fragmented reach.

Radio is the medium that is with us when we wake up in the morning, go for a jog, commute to and from our jobs, work at our desks, and cook our evening meals. In fact, the average radio listener spends nearly three-and-a-half hours each week-day and five hours each weekend listening to the radio. Yet despite radio's effectiveness and popularity, this powerful medium is still underutilized by much of the advertising community. I believe that Effective Radio Advertising will greatly benefit the radio advertising community because it demonstrates through well-thought-out and documented research what makes successful, effective radio commercials.

Using the strategy of media planning and the values of radio, the book focuses on the tactical message decisions that need to be made for radio commercials. Chapter 2 looks specifically at radio in the context of media strategy starting with a brand, Betty Crocker, that experienced a conscious decision to shift media dollars into radio. The quantitative role and qualitative value of radio are presented in relation to other media. Finally, vignettes of advertisers who have used radio are presented in the context of their contribution to their overall media strategies.

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