Guru Preso2

Supporting Radio Station’s of The PARC

The book compliments of

The PARC and these supporting

Radio Groups:

CBS RadioClearChannel

EntercomRose City Radio Westside Radio

Special Thanks:

The Portland Ad FederationAmerican Marketing AssociationPublic Relations Society of America

Portland Business Alliance

THE ORIGINAL WIRELESS

Radio: Classic Technology in the Modern World Still Captivates Audiences

www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

What is


RADIO?

Local Radio is

PERSONAL.“I feel like the advertisements were directed toward me personally,” and “Advertisers who use this medium care more about reaching me personally.”

Wirthlin Worldwide Study: Radio’s Personal Relevance,Personal Connection

Local Radio is

POWERFUL.“The key to advertising today is reaching the individual through multiple channels of communication states.”

Richard Rosen, CEO

AlloyRed Brand-Interaction Marketing and Advertising.

Local Radio is

PROFITABLE.Radio moves product. Across four different advertisers, Radio advertising consistently and significantly increased product sales and delivered meaningful profit for each dollar of advertising. Radio demonstrated that it can function as a primary medium for advertising.

Millward Brown and Information Resources, Inc. Radio’s ROI Advantage, June 2005

The persuasion of

RADIO


The indisputable, prove facts…

235,000,000People reached by Radio every week

Advertising Age, October 23, 2007

Local Radio leverages it’s power to capture large audiences on air

and grounds your message with technology:


Websites.

Text messaging.

E-Messages.

Online Streaming

HD Radio



Radio Groups:



TOP 5Emotional attributes people associate with local Radio:


Improves your mood.

Makes you feel motivated.

Comforts you.

Makes you relax.

Helps you have a good time.

Indisputable…

RELEVANCE

What emotions do you evoke?

Who listens to


RADIO?

Commercial breaks hold:


92%of the lead audience.

of consumers who own MP3 Players listen to the Radio the same amount of time.


75%

Where are Consumers


REACHED?

of Consumers are reached weekly by local Radio.


93%

Reached in their car.


46.6%

35.1%Reached at home.

18.3%

Reached at work.

of all Consumers

reached daily.


72%

What makes

RADIO


different?

Local Radio leverages it’s power to capture large audiences on air

and grounds your message with technology:


Websites

Text messaging

E-Messages

Online Streaming

HD Radio

Local Radio’s ROI is


49%higher than television.

By replacing 1 of 2 TV ads with 2 local Radio ads; Brand recall increases by


34%

Local Radio reaches people on an emotional level just as well as television and much more than newspaper.



Brand recall triples when local Radio replaces 1 of 2 newspaper ads.

Size doesn’t effect recall in Newspaper.


Make a smaller Newspaper ad, then add a Radio spot to your marketing mix.

Special Thanks:



Is


RADIOright for

YOU?

RADIO


satisfies consumers personal

wants and needs.

RADIO


targets key lifestyle markets.

RADIO


affects listeners

personally and emotionally.

RADIO puts you on

TOP-OF-MINDS


Radio highlights your message for those who are ready to buy.

and Other Sources of Information…


• Radio Marketing Guide and Fact Book 2007-2008 Advertising Bureau

• “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising Radio Ink, July 17, 2007

• “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood that Unites Radio and Its Listeners” Radio Ink, June 4, 2007

• www.dictionary.com

• Synergy: The Benefits of Moving Money Into Radio The PreTesting Company and the Radio Ad Lab

• Media Facts: A Guide to Competitive Media Radio Advertising Bureau

• Newspaper Association of America

Media Audit 2007

http://www.dictionary.com/



Radio Groups:



Special Thanks:



Guru Preso2

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Transcript of Guru Preso2