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Is Radio On Your Shopping List? |
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Written by Marketing in the Valley?
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Thursday, 13 March 2008 |
Competition for American shoppers’ dollars seems to heat up every day. Retailers who need to announce a special sale, build floor traffic or keep their store name top of mind can count on radio to deliver results-whether used alone of in a media mix with newspaper.
TRADITIONALLY USE NEWSPAPER? Radio can increase the effectiveness of newspaper-only advertising:
• Media-mix research covering a variety of ad types increased brand recall nearly 300% when two radio ads replaced one of two newspaper ads.1
• The substitution also dramatically changed brand preferences and improved playback of the ad’s main message. Use radio to tell a story and direct consumers to the newspaper for additional information.1
• Radio can get the message out to people who may not see a newspaper ad: Approximately 1/5 of light or non-users of newspaper are the heaviest radio listeners.2
RADIO IS EVERYWHERE, yet listeners connect one on one:
• Radio’s format variety allows you to target groups of listeners with similar lifestyles on their favorite stations, or specific geographic areas for your store-or single buy can blanket the nation.
• The original mobile medium, radio is still highly effective at reaching listeners in cars, at work, and in areas where they relax, play-and shop.
• Radio reaches the majority of consumers aged 12 and older in every market-93% of the total U.S.3, with the average listener tuning in for about 20 hours per week.4
• Radio is a highly personal medium, building emotional connections with listeners that more mass-oriented newspaper doesn’t. Radio ads are perceived to be personal and relvant.2
• Consumers say radio ads ‘provide me last minute info about products/services before I shop.”2
Notes
1. “The Benefits of Synergy: Moving Money Into Radio,” The PreTesting Company with Radio Ad Effectiveness Lab, 2004
2. “Personal Relevance, Personal Connections: How Radio Ads Affect Consumers,” WirthlinWorldwide with Radio Ad Lab, 2003
3. RADAR 93, June 2007, copywrite Arbitron, Inc.
4. Arbitron Maximi$er Plus National Regional Database, Fall 2006
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Last Updated ( Thursday, 13 March 2008 )
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