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Half My Marketing Works… Now I Know Which Half NEW for 2006!

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Point-To-Point & Mercury Radio Research <ul><li>Tim Bronsil </li></ul><ul><li>[email_address] </li></ul><ul><li>(513) 231-0344 </li></ul><ul><li>Elizabeth Hamilton </li></ul><ul><li>[email_address] </li></ul><ul><li>(703) 757-9866 </li></ul><ul><li>Mark Heiden </li></ul><ul><li>[email_address] </li></ul><ul><li>(970) 472-0131 </li></ul><ul><li>Rick Torcasso </li></ul><ul><li>[email_address] </li></ul><ul><li>(972) 661-1361 </li></ul><ul><li>http://www.ptpmarketing.com </li></ul><ul><li>Mark Ramsey </li></ul><ul><li>[email_address] </li></ul><ul><li>(858) 485-6372 </li></ul><ul><li>Harve Alan </li></ul><ul><li>[email_address] </li></ul><ul><li>(952) 401-9067 </li></ul><ul><li>http:// www.mercradio.com </li></ul><ul><li>Blog: http://wwww.hear2.com </li></ul>

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Important Notice <ul><li>Not all data from our 2006 National Study is included in this presentation. </li></ul><ul><li>Other pertinent data relating to Format preferences are available only by contacting Point-To-Point or Mercury Radio Research </li></ul>

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ALL RIGHTS RESERVED <ul><ul><li>ALL RIGHTS RESERVED. COPY OF THIS MATERIAL, OR ANY CONCEPT HEREIN, IS STRICTLY PROHIBITED WITHOUT AUTHORIZATION. </li></ul></ul><ul><li> </li></ul>

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Research Methodology <ul><li>N = 600 </li></ul><ul><li>Persons 18-54 </li></ul><ul><li>Age, Sex, and Ethnic quotas match US Population parameters </li></ul><ul><ul><li>50% M/W </li></ul></ul><ul><ul><li>18% 18-24, 27% 25-34, 30% 35-44, 25% 45-54 </li></ul></ul><ul><ul><li>White/Other 75%, Hispanic 13%, African American 12% </li></ul></ul><ul><li>Top 50 Markets (MSA), sampled proportionate to population </li></ul><ul><li>35,000 telephone numbers needed </li></ul><ul><li>Divide sample into 35 sample-proportionate replicates of 1,000 </li></ul><ul><li>Proportion LISTED 100% </li></ul><ul><li>Interviewing Dates: May 8 - 16, 2006 </li></ul>

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Research Methodology Listen Often to Formats

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Potential Diarykeepers and Meterkeepers <ul><li>Potential Diarykeepers (Answer: “Yes”): </li></ul><ul><ul><li>“ Some companies measure radio listening and publish ratings. They do this by sending listening diaries to households like yours along with a five-dollar incentive. For one week, everyone in your household would write down all your radio listening. At the end of the week, you would send back the listening diaries, postage-paid. Would you be VERY LIKELY to do it or not?” </li></ul></ul><ul><li>Potential Meterkeepers (Answer: “Yes”): </li></ul><ul><ul><li>“ What if, instead of paper diaries, these companies sent beeper style devices that automatically measure what you’re listening to without you having to write it down, along with a five-dollar incentive. For several weeks everyone in your household would carry these devices. At the end of that time, you would send back the devices, postage-paid. Would you be VERY LIKELY to do it or not?” </li></ul></ul>

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The Sample Profiling the Survey Sample

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Sex

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Age

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Ethnicity

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Perceived Quality of Favorite and Second Favorite Station Is your Favorite/Second Favorite Station Good, Very Good, or Almost Perfect?

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Favorite Station Quality

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Favorite Station Quality by Sex/Ethnic

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Favorite Station Quality by Men/Women Age

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Favorite Station Quality by Formats

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Second Favorite Station Quality

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Second Favorite Station Quality by Sex/Ethnic

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Second Favorite Station Quality by Men/Women Age

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Second Favorite Station Quality by Formats

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Second Favorite Station Quality by Intensity of Station Fans

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Potential for Increased Listening Can you wring more listening from a P1 listener? What about a P2 listener?

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Could you listen More to Favorite Station or Not?

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Could you listen More to Favorite Station or Not by Sex/Ethnic

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Could you listen More to Favorite Station or Not by Men/Women Age

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Could you listen More to Favorite Station or Not by Formats

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Could you listen More to Favorite Station or Not – based on whether you think your Favorite Station is Good, Very Good, or Perfect

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Listen to Favorite A Lot or Only Slightly More than Sec Favorite ?

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Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Sex/Ethnic

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Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Men/Women Age

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Listen to Favorite A Lot or Only Slightly More than Sec Favorite by Formats

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Listen to Fav A Lot or Only Slightly More than Sec Fav by Intensity of Station Fans

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Could you listen More to Second Favorite Station or Not?

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Could you listen More to Second Favorite Station or Not by Sex/Ethnic

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Could you listen More to Second Favorite Station or Not by Men/Women Age

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Could you listen More to Second Favorite Station or Not by Formats

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Could you listen More to Second Favorite Station or Not by Intensity of Station Fans

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Potential for Increased Listening – Summary <ul><li>Almost 70% of listeners could listen MORE to their “Favorite” station if they wanted to </li></ul><ul><li>Likewise, almost 70% could listen MORE to their “Second Favorite” if they wanted to </li></ul><ul><li>There’s potential listening available from both P1 and P2 stations </li></ul><ul><li>53% of listeners tune in their Favorite stations “a lot more” than their Second Favorite ones – 37% “slightly more.” </li></ul>

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Direct Mail Behaviors When you get unsolicited mail at home, what do you usually do?

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When you get mail from…at home, what do you do?

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… from Radio Stations by Sex/Ethnic

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… from Radio Stations by Men/Women Age

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… from Radio Stations by Formats

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Direct Mail Behaviors – Summary <ul><li>Listeners are as likely to open radio station direct mail as they are to open circulars/coupons and mail from charities </li></ul><ul><li>They are much more likely to open radio direct mail than credit card solicitations </li></ul><ul><li>Women are more likely to open radio direct mail than men </li></ul>

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Radio Advertising You’ve Seen Recall for TV, Direct Mail, Telemarketing, and Outdoor advertising

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Advertising Recall TV, Mail, Phone, Outdoor

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Advertising Recall TV, Mail, Phone, Outdoor Trends

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Advertising Recall TV, Mail, Phone, Outdoor by MEN

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Advertising Recall TV, Mail, Phone, Outdoor by WOMEN

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TV Advertising Recall by Format Fans

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Direct Mail Advertising Recall by Format Fans

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Telemarketing Advertising Recall by Format Fans

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Outdoor Advertising Recall by Format Fans

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Advertising Effectiveness – TRIAL / New Cume After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you TRY a Radio Station?

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Advertising Effectiveness – TRIAL / New Cume – Summary

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I’ve TRIED a Radio Station Because I... Total

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I’ve TRIED a Radio Station Because I... Trends (2004-2006)

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I’ve TRIED a Radio Station Because I... by Men

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I’ve TRIED a Radio Station Because I... by Women

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I’ve TRIED a Station Because I Saw a Commercial on TV – by Format Fans

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I’ve TRIED a Station Because I Got Something in the MAIL – by Format Fans

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I’ve TRIED a Station Because I Saw BILLBOARD Advertising – by Format Fans

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I’ve TRIED a Station Because I Received a Phone Call – by Format Fans

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Advertising Effectiveness – TSL After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Listen Longer to a Station you Already Listened to?

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I’ve Listened Longer to a Station Because I... Total

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I’ve Listened Longer to a Station Because I... Trends (2004-2006)

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I’ve Listened Longer to a Station Because I... by Men

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I’ve Listened Longer to a Station Because I... by Women

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I’ve Listened Longer to a Station Because I Saw a Commercial on TV – by Format Fans

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I’ve Listened Longer to a Station Because I Got Something i n MAIL – by Format Fans

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I’ve Listened Longer to a Station Because I Saw BILLBOARD Advertising – by Format Fans

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I’ve Listened Longer to a Station Because I Received a Phone Call – by Format Fans

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Advertising Effectiveness – TSL – Summary <ul><li>Potential meterkeepers – like diarykeepers and average listeners – are more likely to “listen longer” to a station in response to direct mail than to outdoor, telemarketing, or TV advertising </li></ul>

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Advertising Effectiveness – Discovering a Station After seeing the Spot, getting the Mail, answering the Call, or seeing the Billboard, did you Discover a Radio Station?

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I’ve Discovered a Station Because I... Total

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I’ve Discovered a Station Because I... by Men

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I’ve Discovered a Station Because I... by Women

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I’ve Discovered a Station Because I Saw a Commercial on TV – by Format Fans

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I’ve Discovered a Station Because I Got Something by on MAIL – by Format Fans

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I’ve Discovered a Station Because I Saw BILLBOARD Advertising – by Format Fans

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I’ve Discovered a Station Because I Received a Phone Call – by Format Fans

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Direct Mail Sensitivity to Station Loyalty Will you open direct mail from any station – or just the ones you know?

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Definitely Open Mail from a Station that’s… Total

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Definitely Open Mail from a Station that’s… Total

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Definitely Open Mail from a Station that’s… by Sex/Ethnic Percentages read up and down; GREEN means “high,” YELLOW means “medium.” For example, 57% of Men would definitely open mail from their Favorite station – a “medium” score

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Definitely Open Mail from a Station that’s… by Men/Women Age

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Definitely Open Mail from a Station that’s… by Format Fans

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Direct Mail Sensitivity to Station Loyalty <ul><li>Listeners are much more likely to open direct mail from their favorite station than from any other kind (thus explaining the TSL-extending effect of direct mail) </li></ul><ul><li>25% will open direct mail from a station they listen to which is not their favorite </li></ul><ul><li>15% will open direct mail from a station they don’t listen to </li></ul>

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Direct Mail: Form What does the most powerful Direct Mail look like?

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“ Very Likely” to Open or Read Over

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“ Very Likely” to Open or Read Over

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“ Very Likely” to Open or Read Over – Sex/Ethnic INDEX How to Read Index Tables: Example – “150” means the segment is 50% more likely than the Total Population to say they would “very likely” open/read over that item; “75” means the segment is only 75% as likely as the Total Population to say they would “very likely open or read it over.” DARK green means HIGH index, LIGHT green means ABOVE AVERAGE index, RED means LOW index.

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“ Very Likely” to Open or Read Over – Men/Women Age INDEX

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“ Very Likely” to Open or Read Over – Format INDEX

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Direct Mail: Form – Summary What Should the Mail Look Like? <ul><li>Form of direct mail most likely to be opened and read over… </li></ul><ul><ul><li>A box </li></ul></ul><ul><ul><li>A compact disc </li></ul></ul><ul><ul><li>A big color postcard </li></ul></ul>

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Direct Mail: Content What does the most powerful Direct Mail contain?

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“ Very Likely” to Open or Read Over

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“ Very Likely” to Open or Read Over

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“ Very Likely” to Open or Read Over – Sex/Ethnic INDEX

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“ Very Likely” to Open or Read Over – Men/Women Age INDEX

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“ Very Likely” to Open or Read Over – Format INDEX

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Direct Mail: Content – Summary What should the Mail Contain? <ul><li>Most likely to Open/Read Over: </li></ul><ul><ul><li>Content/Prize that fulfills a fantasy </li></ul></ul><ul><ul><li>List of Big Events in town </li></ul></ul><ul><ul><li>Contest with Big Money prize </li></ul></ul><ul><ul><li>Coupons / Special Offers </li></ul></ul><ul><li>Least likely to Open/Read Over: </li></ul><ul><ul><li>Station Bumper Sticker/Window Insert </li></ul></ul><ul><ul><li>Schedule for Top Regional Sports team </li></ul></ul><ul><ul><li>Lineup of Who’s on the station and When </li></ul></ul>

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Contest Mechanics How should the Contest work?

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Preferred Method of Contest Registration – Total

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Preferred Method of Contest Registration – Total

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Preferred Method of Contest Registration – Trends

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“ Very Likely” to Participate in Contest – Total

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“ Very Likely” to Participate in Contest – Total

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“ Very Likely” to Participate in Contest – Sex/Ethnic INDEX

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“ Very Likely” to Participate in Contest – Men/Women INDEX

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“ Very Likely” to Participate in Contest – Format INDEX

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Contest Mechanics – Summary How Should the Contest Work? <ul><li>Online registration is preferred – by far – over all other contest registration alternatives – now, more than ever </li></ul><ul><li>Top Contest Types: </li></ul><ul><ul><li>Secret - Not Mentioned on Station- Only People Who Received Something In Mail Know About It </li></ul></ul><ul><ul><li>Listen For Your Name To Win At Exact Times During The Day </li></ul></ul><ul><ul><li>Know Certain Phrase that Pays & Station Has To Call You To Win </li></ul></ul>

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Hottest Prizes Very Likely to participate in a contest to win…

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Hottest Prizes – Total Very Likely to Participate in Contest to Win…

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Hottest Prizes – Total (I) Very Likely to Participate in Contest to Win…

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Hottest Prizes – Total (II) Very Likely to Participate in Contest to Win…

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Hottest Prizes – Sex/Ethnic INDEX

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Hottest Prizes– Men/Women INDEX

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Hottest Prizes– Format INDEX

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The Hottest Prizes – Summary <ul><li>Top-Ranked Prizes: </li></ul><ul><ul><li>$100,000 Cash </li></ul></ul><ul><ul><li>Your MORTGAGE or RENT PAID for a full year </li></ul></ul><ul><ul><li>$10,000 Cash </li></ul></ul><ul><ul><li>Enough cash to DOUBLE YOUR PAYCHECK for a month </li></ul></ul><ul><ul><li>Pays ALL YOUR BILLS for one month </li></ul></ul><ul><li>Bottom-Ranked Prizes: </li></ul><ul><ul><li>An iPOD with 100 Great Songs </li></ul></ul><ul><ul><li>An EXCLUSIVE CONCERT with a top music artist at your house </li></ul></ul><ul><ul><li>A trip and tickets to the GRAMMYS </li></ul></ul><ul><ul><li>A trip and tickets to the OSCARS </li></ul></ul><ul><ul><li>A designer purse valued at over $500 that you can enjoy personally or as a gift </li></ul></ul>

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Tokens/Premiums Which of the following items would you like to get from a Radio Station for free?

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Tokens/Premiums

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Tokens/Premiums

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Tokens/Premiums – Sex/Ethnic INDEX

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Tokens/Premiums – Men/Women INDEX

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Tokens/Premiums – Format INDEX

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Tokens/Premiums – Summary <ul><li>Would most like to get for free: </li></ul><ul><ul><li>CD of the Top Songs of the Year </li></ul></ul><ul><ul><li>T Shirt </li></ul></ul><ul><ul><li>Coffee Mug </li></ul></ul>

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Direct Mail Appearance What type of Direct Mail would you be most likely to open and look over or read?

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Direct Mail Appearance - Total

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Direct Mail Appearance - Total

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Direct Mail Appearance – Sex/Ethnic INDEX

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Direct Mail Appearance – Men/Women INDEX

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Direct Mail Appearance – Format INDEX

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Direct Mail Appearance – Summary <ul><li>Most effective direct mail appearance: </li></ul><ul><ul><li>You can Feel Something inside the Package </li></ul></ul><ul><ul><li>There's a Free Gift or Token inside </li></ul></ul><ul><ul><li>A Special Offer or Discount is shown </li></ul></ul><ul><ul><li>The Package looks Important </li></ul></ul><ul><ul><li>The Package looks Interesting </li></ul></ul><ul><ul><li>Your Name is on the Front of the Package </li></ul></ul><ul><ul><li>A contest with a big prize </li></ul></ul>

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Direct Marketing: The Best Strategies A Nationwide Study NEW for 2006!