Guru Preso2

Supporting Radio Station’s of The PARC

The book compliments of The PARC and these supporting Radio Groups: CBS Radio ClearChannel Entercom Rose City Radio Westside Radio

Special Thanks : The Portland Ad Federation American Marketing Association Public 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

Advertising Age, October 23, 2007 The indisputable, prove facts… 235,000,000 People reached by Radio every week

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

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 .

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%

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 .

Is

www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO right 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