RadioMedia Marketing
Marketing the RadioIntroduction
INTRODUCTION Radio today sells itself as the “go-anywhere” ( 四  處活動 ) medium that reaches listeners while they  drive, wo...
INTRODUCTION Radio marketing has three primary goals: 1. To generate publicity ( 名聲 )2. To generate ratings ( 收聽 )3. To g...
The Business of RadioMarketing the Radio
FM Beats AM The way that FM signals travel makes them better  carriers for stereo sound than AM. So in most  markets, FM ...
Are Radio RatingsAccurate ( 準確 )?             And How~??
Radio Ratings a) Average quarter-hour means the average  number of people listening to a station in any  given 15-minute ...
Radio Ratings ‘Cume’ stands for the cumulative ( 蓄積的 )  audience – the estimated number of people  listening to a station...
Radio Ratings Ratings is the percentage of the total population  that a station is reaching. ( 電台發射頻率可以接觸到幾多百分比的聽眾 )
Radio Ratings Share stands for the percentage of people  listening to the radio that a station is reaching. ( 在整個社會中,有幾多...
Radio Marketing GoalsMarketing the Radio
Radio Marketing Goals Listeners’ perceptions of what a radio station  represents can be much more significant than  the r...
Radio Marketing Goals Listeners’ perceptions of what a radio station  represents can be much more significant than  the r...
Radio Marketing Goals In the longer term, the programming needs to  deliver on the promise of the promoted  perception.
Major radiomarketing goals
Generating Business Word of mouth can be the most powerful  marketing channel available. ( 聽眾就是最好的宣  傳工具 ) Strategies th...
Positioning To be successful, a station needs to  fit comfortably into the target  audience’s lifestyle. The promotion d...
Positioning     雷霆 881   叱 o 宅 903
Positioning     雷霆 881   叱 o 宅 903
是他也是你和我 蘇絲黃、共他與你和我,一起笑笑談談各色香港人 挖出耐人尋味的香港成功故事 挖苦光怪陸離的香港失敗個案 一個又一個五顏六色五花八門五湖四海嘉賓人物天天  登場 逢星期一至五下午一至二,亞蘇為你勞碌奔波的都市  午飯加鹽加...
Positioning     雷霆 881   叱 o 宅 903
五天精華遊 「聽完去邊度玩邊度食,先有搵錢原動力」  搵錢要搵得有格 駛錢要駛得有睇法 活在當下 人人有責 卓韻芝 余迪偉  120 分鐘 日日金牌環節「五揀一」 訓練好 o 野目光 新增綠色環節「垃圾筒」 令你消費之餘唔會製造垃圾...
Positioning The goal is to create station image  that, in the audiences’ minds,  matches their self-image. In other word...
Marketing In marketing, perception is reality. Successful marketing managers of all  kinds focus on the image or percept...
Marketing What about a station will be  important, different and believable  for listeners? Marketing manager have to  d...
Promotion Promotion has to be matched to the  audience’s needs. It is required to identify the characteristics of  succe...
Promotion The promotion  department’s main  tools are contests ( 比  賽 ), direct mail and on-  air promotion. When promot...
Aimsa) Acquisition: they need to institute activities that bring in new listeners. ( 尋找新客路 )b) Maintenance: promotion must...
Audience Demandin Radio Markets
Consumer Market Demand for Music Music programming provides background for  people’s daily lives. Demographics that lea...
Consumer Market Demand for Music Music programming provides background for  people’s daily lives. Demographics that lea...
Demand for News and Talks In between falls extensive coverage of local  news, large markets have enough demand for  in-de...
Advertising Market Each radio station targets a demographically  defined group of people who listen to a specific  format...
Advertising Market
Advertising Market
Supplying theAudience’s Demand
Commercial Radio News Before the deregulations ( 撤銷管制 ) of  1980s in the US, most radio stations  provided news every thi...
Talk Radio Talk shows capitalize on emotional  subjects. The popularity of talk radio has  created a wide diversity of h...
Trends
Technology: Internet Radio The new media is already influencing  the market. Internet streaming has been gaining  popula...
Technology: Portable DigitalDevices While the technology was still in its  infancy in 2007, the latest cell phones  were ...
Culture: ChangingDemographics As in other mass media, radio must  adapt ( 適應 ) to changing  demographics and attract dive...
881 在晴朗的一天出發 是他也是你和我 巴巴閉 afternoon D 有誰共鳴 久久久但願人長久 十八樓 C 座
Culture: ChangingDemographics As in other mass media, radio must  adapt ( 適應 ) to changing  demographics and attract dive...
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Mm Radio

  1. 1. RadioMedia Marketing
  2. 2. Marketing the RadioIntroduction
  3. 3. INTRODUCTION Radio today sells itself as the “go-anywhere” ( 四 處活動 ) medium that reaches listeners while they drive, work, shop and jog ( 慢跑 ). Advertisers like radio’s ability to reach target audiences.
  4. 4. INTRODUCTION Radio marketing has three primary goals: 1. To generate publicity ( 名聲 )2. To generate ratings ( 收聽 )3. To generate revenue ( 收入 )
  5. 5. The Business of RadioMarketing the Radio
  6. 6. FM Beats AM The way that FM signals travel makes them better carriers for stereo sound than AM. So in most markets, FM is more attractive to advertisers than AM. By 1991 in the US, FM had captured three- fourths of audiences.  Today, radio as a mass medium still can generate enough money to make it an attractive investment.
  7. 7. Are Radio RatingsAccurate ( 準確 )? And How~??
  8. 8. Radio Ratings a) Average quarter-hour means the average number of people listening to a station in any given 15-minute period. ( 平均十五分鐘有幾多人聽電台節目 )
  9. 9. Radio Ratings ‘Cume’ stands for the cumulative ( 蓄積的 ) audience – the estimated number of people listening to a station for five minutes or more in any given 15-minute time period. ( 有幾多人係十五分鐘內聽了至少五分鐘的電台節目 )
  10. 10. Radio Ratings Ratings is the percentage of the total population that a station is reaching. ( 電台發射頻率可以接觸到幾多百分比的聽眾 )
  11. 11. Radio Ratings Share stands for the percentage of people listening to the radio that a station is reaching. ( 在整個社會中,有幾多人聽本電台 (compared with other stations)
  12. 12. Radio Marketing GoalsMarketing the Radio
  13. 13. Radio Marketing Goals Listeners’ perceptions of what a radio station represents can be much more significant than the reality ( 真實 ) of the station’s programming.
  14. 14. Radio Marketing Goals Listeners’ perceptions of what a radio station represents can be much more significant than the reality ( 真實 ) of the station’s programming. (Radio cannot satisfy what the listeners’ wants and needs).
  15. 15. Radio Marketing Goals In the longer term, the programming needs to deliver on the promise of the promoted perception.
  16. 16. Major radiomarketing goals
  17. 17. Generating Business Word of mouth can be the most powerful marketing channel available. ( 聽眾就是最好的宣 傳工具 ) Strategies that get audiences so interested in a station that they’ll talk about it with their friends can be powerful tools for promotion directors in critical format change periods or other major audience acquisition efforts (satisfy what the listeners’ wants and needs).
  18. 18. Positioning To be successful, a station needs to fit comfortably into the target audience’s lifestyle. The promotion director will work closely with the program director and the production staff on positioning the station. 為電台定位
  19. 19. Positioning 雷霆 881 叱 o 宅 903
  20. 20. Positioning 雷霆 881 叱 o 宅 903
  21. 21. 是他也是你和我 蘇絲黃、共他與你和我,一起笑笑談談各色香港人 挖出耐人尋味的香港成功故事 挖苦光怪陸離的香港失敗個案 一個又一個五顏六色五花八門五湖四海嘉賓人物天天 登場 逢星期一至五下午一至二,亞蘇為你勞碌奔波的都市 午飯加鹽加醋,添味添香。
  22. 22. Positioning 雷霆 881 叱 o 宅 903
  23. 23. 五天精華遊 「聽完去邊度玩邊度食,先有搵錢原動力」  搵錢要搵得有格 駛錢要駛得有睇法 活在當下 人人有責 卓韻芝 余迪偉  120 分鐘 日日金牌環節「五揀一」 訓練好 o 野目光 新增綠色環節「垃圾筒」 令你消費之餘唔會製造垃圾 加上網上小基地留下口味重溫 讓你經歷最抵有品人生  搵錢,靠自己。 洗錢,搵我地。
  24. 24. Positioning The goal is to create station image that, in the audiences’ minds, matches their self-image. In other words, the station should fit into listeners’ desired lifestyle, from the music to the logo and slogan to the DJ patter between songs.
  25. 25. Marketing In marketing, perception is reality. Successful marketing managers of all kinds focus on the image or perception of their product or service in the minds of the consumers. In radio, positioning is about understanding the competitive strengths and weaknesses in the market and using those to your advantage.
  26. 26. Marketing What about a station will be important, different and believable for listeners? Marketing manager have to decide a clear marketing goal for the radio.
  27. 27. Promotion Promotion has to be matched to the audience’s needs. It is required to identify the characteristics of successful companies as ‘Staying close to the customer’. ( 香港電台 – 香港人既電台 ) Successful promotion managers stay close to their listeners by relying on focus groups and call-out and survey research to identify listeners’ perceptions of both their station and their competitors.
  28. 28. Promotion The promotion department’s main tools are contests ( 比 賽 ), direct mail and on- air promotion. When promoting to audiences, directors of promotion have three distinguishable aims:
  29. 29. Aimsa) Acquisition: they need to institute activities that bring in new listeners. ( 尋找新客路 )b) Maintenance: promotion must encourage long periods of continued listening. (keep 住舊客源 )c) Recycling: listeners must be enticed to return at different times of the day. ( 不停去聽 )
  30. 30. Audience Demandin Radio Markets
  31. 31. Consumer Market Demand for Music Music programming provides background for people’s daily lives. Demographics that lead to demand for a particular type of music might involve educational level, race, or gender, but they most often reflect age.
  32. 32. Consumer Market Demand for Music Music programming provides background for people’s daily lives. Demographics that lead to demand for a particular type of music might involve educational level, race, or gender, but they most often reflect age.
  33. 33. Demand for News and Talks In between falls extensive coverage of local news, large markets have enough demand for in-depth international news. In 2005, it is reported that 16 percent of listeners turned into the news / talk stations in the US.
  34. 34. Advertising Market Each radio station targets a demographically defined group of people who listen to a specific format. No station can deliver audiences that would include all the people a business might want to reach. Therefore, businesses often buy radio advertisements as part of a total media package.
  35. 35. Advertising Market
  36. 36. Advertising Market
  37. 37. Supplying theAudience’s Demand
  38. 38. Commercial Radio News Before the deregulations ( 撤銷管制 ) of 1980s in the US, most radio stations provided news every thirty minutes as part of their public service requirement for a license. When the public service requirement dropped, about 8 percent of the stations dropped news.
  39. 39. Talk Radio Talk shows capitalize on emotional subjects. The popularity of talk radio has created a wide diversity of hosts.
  40. 40. Trends
  41. 41. Technology: Internet Radio The new media is already influencing the market. Internet streaming has been gaining popularity, with the number of weekly listeners jumping by 50 percent in 2005. The most popular destination is Yahoo.com with 2.6 million listeners.
  42. 42. Technology: Portable DigitalDevices While the technology was still in its infancy in 2007, the latest cell phones were being equipped with the ability to play radio broadcasts from the internet. iPod users can download internet radio listings (Podcasts), sort through them, capture songs as MP3 files, and transfer them to their devices.
  43. 43. Culture: ChangingDemographics As in other mass media, radio must adapt ( 適應 ) to changing demographics and attract diverse audiences. Diversification of radio programming, identifying a specific audience segment and programming are required to meet today listeners’ needs.
  44. 44. 881 在晴朗的一天出發 是他也是你和我 巴巴閉 afternoon D 有誰共鳴 久久久但願人長久 十八樓 C 座
  45. 45. Culture: ChangingDemographics As in other mass media, radio must adapt ( 適應 ) to changing demographics and attract diverse audiences. Diversification of radio programming, identifying a specific audience segment and programming are required to meet today listeners’ needs.

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