Radio Planning & Buying

Radio Planning & Buying - MediaSelection:Radio...

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Media Selection: Radio Media Selection: Radio 3.15.11 3.15.11
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Agenda Overview of Radio Industry Planning & Buying Radio Group Project Review Radio Writing Assignment                    Due 3.22.11
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Overview of Radio Industry One of oldest electronic media forms. Over 13,000 stations available. Attributes of FM: Mostly music. Better sound quality. Attributes of AM: Inferior sound quality HD Radio will minimize signal quality issues. Weaker signal. Older audience. Tend to be either news/talk formats or ethnic stations.
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Overview of Radio Industry Factors Impacting the medium:
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Radio Planning & Buying Standard Units Local  Standard units: :60’s, :30’s….and now :10’s and even :01’s Most dominant form of radio. Local radio market. Metropolitan Statistical Area (MSA). Like TV purchased market-by-market. Network  Standard units: :30’s Only 4% of radio ad dollars.
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Radio Planning & Buying Network Radio Strengths: Like Network TV ads air in the same program across U.S. Local stations receive money from networks to air national  programs. Weaknesses: No station selectivity.
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Radio Planning & Buying Local (Spot) Radio Strengths: Local appeal. Imagery transfer when used with TV. Mobile/impulse medium. Excellent frequency builder, which leads to top-of-mind awareness. Short lead time for materials (usually about 2-3 days prior).  Low out-of-pocket unit cost as well as low production costs (relative  to TV). Can reach narrow target groups through specific formats. Plentiful added value opportunities on a local and national level  (bonus units, billboards, website sponsorships, etc.). Different Options of Lengths. :60’s, :30’s, :10, :15, :05, and sometimes :02 (blinks)
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Radio Planning & Buying Local (Spot) Radio Weaknesses: Background medium. Short message life. Covers only the MSA versus TV that covers the entire DMA  (Many markets to cover one TV market). Advertising clutter continues to be an issue with this medium. Offers audio only – no visual, which can be a problem if you  are advertising anything where a visual image is necessary.   An advertiser must paint a picture in the mind of the listener. Other factors impacting the medium.
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Radio Planning & Buying Daypart Time Period AM Drive 6:00 am- 10:00 am Midday 10:00 am – 3:00 pm PM Drive 3:00 pm – 7:00 pm Evening 7:00 pm – 12 am Late Night 12:00 am – 6:00 am Weekend Sa/Su 6:00 am – 12 am
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Radio Planning & Buying
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Radio Planning & Buying
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Basic Terms Arbitron  | official measurement service for radio.
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This note was uploaded on 04/14/2011 for the course ADVERTISIN 2131 taught by Professor Alisongregory during the Spring '11 term at Temple.

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Radio Planning & Buying - MediaSelection:Radio...

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