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Parc2008v1final

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Local Radio: The Human Media …

Local Radio: The Human Media
Powerful. Personal. Profitable

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  • 1. THE ORIGINAL WIRELESS Radio: Classic Technology in the Modern World Still Captivates Audiences www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  • 2.
    • What is
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO?
  • 3. Ra•di•o- www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com audible signals encoded in electromagnetic waves of energy traveling through space . irresistibly everywhere
  • 4. En•er•gy– www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Ambitious drive . Unusual power to attract . MAGNETIC
  • 5.
    • The persuasion of
    • RADIO
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  • 6. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com “ Communication of audible signals encoded in Radio produces some of the most clever, most humorous, and most effective advertising available on any medium.” - John Hogan, President and Chairman of Clear Channel
  • 7. TOP 5 Emotional 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 .
  • 8. It’s about www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Relevance . Uniquely powerful advertising hits home . Radio relates
  • 9. What emotions do you evoke?
  • 10.  
  • 11.
    • Who listens to
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO?
  • 12. Commercial breaks hold: www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 92% of the lead audience .
  • 13. 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%
  • 14.
    • Where are Consumers
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com REACHED?
  • 15. of Consumers are reached weekly by local Radio. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 93%
  • 16. 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 .
  • 17. of all Consumers reached daily . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 72%
  • 18.
    • What makes
    • RADIO
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com different?
  • 19. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com “ It’s the only medium that can actually speak to you in a human voice. It’s directed only to you , and includes you in the conversation, in the selection of music, in what’s on the air.” — Mary Beth Garber, President, Southern California Broadcasters Association
  • 20. 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
  • 21. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Super UGLY Chart … With Undeniable Impact .
  • 22. Local Radio’s ROI is www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 49% higher than television.
  • 23. 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%
  • 24. 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
  • 25. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Brand recall triples when local Radio replaces 1 of 2 newspaper ads .
  • 26. 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 .
  • 27. TV watching is seasonal . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Radio is consistent year round .
  • 28.
    • Is
    www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO right for YOU?
  • 29. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com satisfies consumers personal wants and needs .
  • 30. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com targets key lifestyle markets .
  • 31. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com affects listeners personally and emotionally .
  • 32.
    • 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 .
  • 33. Want to know more about local radio marketing contact… www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  • 34. www.PortlandRadio.org www.RadioGuruPDX.com Special thanks to: Jennifer Freedman, Intern-University of Oregon ©2008 PARC Melissa Kunde, Executive Director [email_address]
  • 35. 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

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