Post on 17-Jan-2015
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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
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
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
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
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:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Websites.
Text messaging.
E-Messages.
Online Streaming
HD Radio
The book compliments of
The PARC and these supporting
Radio Groups:
CBS RadioClearChannel
EntercomRose City Radio Westside Radio
TOP 5Emotional attributes people associate with local Radio:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
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
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
RADIO?
Commercial breaks hold:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
92%of the lead audience.
of consumers who own MP3 Players listen to the Radio the same amount of time.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
75%
Supporting Radio Station’s of The PARC
Where are Consumers
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
REACHED?
of Consumers are reached weekly by local Radio.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
93%
Reached in their car.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
46.6%
35.1%Reached at home.
18.3%
Reached at work.
of all Consumers
reached daily.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
72%
What makes
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
different?
Local Radio leverages it’s power to capture large audiences on air
and grounds your message with technology:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Websites
Text messaging
E-Messages
Online Streaming
HD Radio
Local Radio’s ROI is
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
49%higher than television.
By replacing 1 of 2 TV ads with 2 local Radio ads; Brand recall increases by
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
34%
Local Radio reaches people on an emotional level just as well as television and much more than newspaper.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Brand recall triples when local Radio replaces 1 of 2 newspaper ads.
Size doesn’t effect recall in Newspaper.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Make a smaller Newspaper ad, then add a Radio spot to your marketing mix.
Special Thanks:
The Portland Ad FederationAmerican Marketing AssociationPublic Relations Society of America
Portland Business Alliance
Is
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
RADIOright for
YOU?
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
satisfies consumers personal
wants and needs.
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
targets key lifestyle markets.
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
affects listeners
personally and emotionally.
RADIO puts you on
TOP-OF-MINDS
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Radio highlights your message for those who are ready to buy.
and Other Sources of Information…
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
• 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
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