1
Radio Advertising is Good when......



You need to reach local markets
You have enough budget to advertise on
several stations
You have a simple message
2

Cost and efficiency

Selectivity

Flexibility

Mental Imagery

Integrated marketing opportunities
3

Creative limitations

Fragmentation

Chaotic buying procedures

Limited research data

Limited listener attention

Clutter
4


You need to reach several segments that are fairly
similar or they are going through the same
hierarchy of effects
You need to convey a dynamic message or one with
strong visual imagery

Your message can be grasped in 30 seconds

You have an ample budget
5

Costs

Lack of selectivity

Fleeting message

Clutter

Limited viewer attention

Distrust and negative evaluation
6

Creativity and impact

Coverage and cost effectiveness

Captivity and attention

Selectivity and flexibility
7

You need to target special interest groups

Magazine readers regularly read the ads

A static, visual message can work well

Customers are looking in the magazine for
information on products they are seeking
8

Selectivity

Reproduction Quality

Creative flexibility

Permanence

Prestige

Consumer receptivity and involvement

Services
9

Costs

Limited reach and frequency

Long lead time

Clutter and competition
10

Your target market segments are local

A special interest group lines up well with a
particular newspaper section

An incentive is being advertised, or

A special event of somewhat broad interest is
being advertised
11

Extensive penetration

Flexibility

Geographic selectivity

Reader involvement and acceptance

Services offered
12

Poor reproduction

Short life span

Lack of selectivity

Clutter
13




When price promotion is consistent with
brand image or positioning
When introducing a new product
When trying to move inventory, or trying to
get the most out of a bad idea (e.g. a clothing
line that didn’t work out)
Be careful what message is conveyed
14


-

It is an incentive to get customers, channel
members, or the sales force to take some
action (like buying)
There are 2 types
Price reduction effect (e.g. rebates, coupons)
Incentive based on something other than
price (e.g. a contest)
Always conveys one or more messages,
intended or unintended
15

Getting attention

Getting trial

Getting purchase
But again, be careful what message is conveyed
16

It is an extra incentive

It is a sales accelerator, often

The channel is the target

It can be consumer oriented, trade oriented,
or aimed at business customers
17

Power of retailers

Lower brand loyalty

More sensitivity to promotion

More brands

Fragmented consumer market

Short term view

More accountability

Competition

Clutter
18
Manage relationship with publics e.g. :








Consumers
Government
Community
Investors
Employees
General public
Industry
News media
Publicity is managing relationships with news
media
19

Credibility

Cost

Avoid clutter

Generate leads

Access to small groups

Images building
20

Loss of control

Hard to measure

Incomplete communication
21