Food & beverage is one of the largest advertising categories. In this CRN survey, consumers indicate which types of radio messaging are most likely to prompt them to consider purchase.
Consumers reveal which forms of radio messaging resonate the most with them and which types have the best chance of influencing purchase consideration.
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
This research continues Ad Standards’ probing into consumer perceptions about advertising. This year, in addition to general views on advertising and perceptions of truth and accuracy of advertising across media types, we examined Canadians’ perspectives on digital advertising, and compared Millennials to the general population.
For the full report and past studies, go to: http://adstandards.com/en/ASCLibrary/consumerResearch.aspx
Consumers reveal which forms of radio messaging resonate the most with them and which types have the best chance of influencing purchase consideration.
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
This research continues Ad Standards’ probing into consumer perceptions about advertising. This year, in addition to general views on advertising and perceptions of truth and accuracy of advertising across media types, we examined Canadians’ perspectives on digital advertising, and compared Millennials to the general population.
For the full report and past studies, go to: http://adstandards.com/en/ASCLibrary/consumerResearch.aspx
Brand Building of FMCG Products via Mobile MarketingPreetish Panda
Primary and secondary research on usage of mobile technology as medium for brand building of FMCG products. Mobile technologies included in this research paper are mobile phones, palmtops and tablet PCs.
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
McCallum Layton conducted a Snapshots study in November 2015 in order to gain an understanding of people’s current attitudes to customer service, and the role it plays in their relationships with companies and brands.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.
Research Quantifies the Monetary Value of an Online Share.
Study Shows Content Shared Online Can Influence Consumers More than Price and Brand and Motivate People to Spend 9.5 Percent More
Quantifying the Dollar Impact of SharingAileen Cahill
Extremely positive online shares generate a 9.5% increase in purchase intent and bad recommendations have an even larger negative impact of 11%. Read the details of how this translates into the ability to charge up to $9,336 more for a luxury car!
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCGanonymous
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
Brand Building of FMCG Products via Mobile MarketingPreetish Panda
Primary and secondary research on usage of mobile technology as medium for brand building of FMCG products. Mobile technologies included in this research paper are mobile phones, palmtops and tablet PCs.
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
McCallum Layton conducted a Snapshots study in November 2015 in order to gain an understanding of people’s current attitudes to customer service, and the role it plays in their relationships with companies and brands.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
From smartphones to tablets—people have an almost insatiable capacity to adopt mobile technology into their lives and welcome mobile marketing. But, because mobile devices are very personal marketers need to be thoughtful about how they deliver marketing messages. Successful mobile marketing today, and in the future, is about trust and relevance. Marketers must take a measured, cross-channel approach in order to build relationships and earn a long-term position on their customers' devices.
Research Quantifies the Monetary Value of an Online Share.
Study Shows Content Shared Online Can Influence Consumers More than Price and Brand and Motivate People to Spend 9.5 Percent More
Quantifying the Dollar Impact of SharingAileen Cahill
Extremely positive online shares generate a 9.5% increase in purchase intent and bad recommendations have an even larger negative impact of 11%. Read the details of how this translates into the ability to charge up to $9,336 more for a luxury car!
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCGanonymous
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
Discussion Therapy for Clients With Personality DisordersClient.docxmadlynplamondon
Discussion: Therapy for Clients With Personality Disorders
Clients with personality disorders often find it difficult to overcome their problems and function in daily life. Even when these clients are aware that they have a dysfunction with their personality and are open to counseling, treatment can be challenging for both the client and the therapist. For this Discussion, as you examine personality disorders, consider therapeutic approaches you might use with clients.
Learning Objectives
Students will:
· Analyze therapeutic approaches to treating clients with personality disorders
To prepare:
· Review this week’s Learning Resources and reflect on the insights they provide.
· Select one of the personality disorders from the DSM-5.
By Day 3
Post
· A description of the personality disorder you selected. (personality disorder).
· Explain a therapeutic approach (including psychotropic medications if appropriate) you might use to treat a client presenting with this disorder,
· including how you would share your diagnosis of this disorder to the client in order to avoid damaging the therapeutic relationship.
· Support your approach with evidence-based literature.
Class Rules
A clear purpose statement (The purpose of this paper is to...) is required in the introduction of all writings.
you are required to cite scholarly resources including peer-review journals and current practice guidelines
Please, all bullets points, bold, red and highlighted area must be attended to.
As the rapid growth of emerging markets gives millions of
consumers new spending power, those consumers are encountering
a marketing environment every bit as complex and swiftly evolving
as its counterpart in developed countries. Product choices and
communication channels are exploding; so is the potential of digital
platforms; and, as everywhere, consumer empowerment is on the
rise.
The impact of these changes has been so profound in developed
markets that three years ago, our colleague David Court and his
coauthors proposed a new approach for understanding consumer
behavior.1 On the basis of research involving 20,000 consumers
across five industries and three continents, our colleagues suggested
replacing the traditional metaphor of a “funnel” in which consumers
start at the wide end, with a number of potential brands in mind,
before narrowing their choices down to a final purchase. Envisioning
Companies that harness word-of-mouth effects, emphasize
in-store execution, and get their brands onto shoppers’
short lists for initial consideration are more likely to capture the
loyalty of emerging-market consumers.
Building brands in emerging
markets
Yuval Atsmon, Jean-Frederic Kuentz, and Jeongmin Seong
1 See David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, “The consumer
decision journey,” mckinseyquarterly.com, June 2009.
S E P T E M B E R 2 0 1 2
m a r k e t i n g & s a l e s p r a c t i c e
2
consumer behavio ...
The Advertising effects on Youth is to Know what the youth exactly want to see in the advertisement & what all are the factors which influence them to buy the product after watching advertisement.
This can help the Ad making firm to know what exactly they need to show in the ad so that their will be more effect of ad on their mindset
Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...JSI
This poster was presented by Christin D'Ovidio at the National Conference on Health Communication, Marketing & Media.
Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol.
The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA.
The resulting, highly-targeted campaign includes video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website.
4 Steps to Drive Your Brand Extension Strategy with Social Media Aravinth Rajagopalan
At a business planning meeting, a colleague tells you entering a new product category is your brand’s manifest destiny. The rest of the team salivates over potential gains in mindshare and in market share. But in the back of your mind, you waver, asking yourself: “Will consumers accept us?”
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
Creating a Socially-Intelligent Pharma EnterpriseBrandwatch
In this session, Steve Reeves of DRG will outline the process by which pharma organizations are beginning to use social and other digital data sources collectively to drive insights across the enterprise. The session will provide context for the breadth by which pharma is beginning to create utility from social insights, touching multiple organizations across the enterprise, and finish with an example highlighting the depth of insights achieved by integrating emotional journey insights from social into a patient journey framework.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
Impact of Sales Promotion’s advertised on TV on Buying Behavior. [With Specia...inventionjournals
: Companies and marketing practitioners are increasingly researching the buyer behavior of consumers to further understand what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. These questions help companies with marketing strategies concerning their products, the price of their products, their channels of distribution and promotional elements used. Graduating to developing country status in 2014, Sāmoa imports most of its FMCG or Fast Moving Consumer Goods from countries such as New Zealand, China, Vietnam, Thailand and India. Wholesalers and supermarkets largely use Television Advertisements to communicate Sales Promotions of FMCG products. While research on Buyer Behavior is well documented in literature, studies on buyer behavior in Sāmoa are nonexistent. This paper presents the results of a study designed to compare the impact of Sales Promotion’s advertised on TV on buying behavior of women consumers’ in Sāmoa to Sonkusare (2013), and Mathew and Aswathy (2014) studies conducted in India. It was found that women consumers’ of FMCG products in Sāmoa were influenced by price and in-store sales promotions than quality or company image and also viewed Sales Promotion’s advertised on TV as an informative medium to raise consumer awareness of FMCG products rather than a medium that stimulates the desire to purchase FMCG products.
Similar to Radio Messaging and the Food & Beverage Sector (20)
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
1. RADIO MESSAGING AND
FOOD & BEVERAGE:
WHAT GETS CONSUMERS TO BUY
A CRN White Paper with
Exclusive Research and Analysis
October 2014
TABLE OF CONTENTS
Overview
Executive Highlights
Analysis and Commentary
-Content Marketing
-Traditional Spot Advertisements
-Contests and Sweepstakes
-Endorsements and Testimonials
Summary
Recommendations
Methodology
About CRN International
Further Information
2. OVERVIEW
What’s the most effective marketing means to capture the attention of radio listeners and
prompt them to buy your product?
That’s the fundamental question CRN International posed in a recent online poll of 489
consumers of the food and beverage product category (including alcohol) defined by a
wide range of demographics including gender, age, education, income, and frequency of
radio listening.
Why did CRN undertake this survey? Companies spend about $16 billion (projected for
2014) in order to reach their share of the 244 million Americans that listen to radio every
week. Food and beverage is the fourth largest advertising category, and with products
being introduced on a regular basis, advertisers face new and different types of challenges
to keep their brands front and center. We wanted to assist food and beverage marketers
in using those advertising dollars wisely by examining the different forms that radio
marketing can take and understanding how consumers engage, respond, and act based on
those tactics. While radio listening habits have been researched in the past and much
valuable data is available, we wanted to build upon that data by asking consumers directly
their opinions and attitudes about various messaging tactics, some of which have not been
studied to the extent of others. We looked at radio commercials, but we also looked at
sponsored custom content, DJ endorsements, real-people testimonials, live station
appearances, and contests and sweepstakes.
We had no preconceived idea as to whether our results would confirm or raise questions
about the results of earlier research. What we found was a little of both. As for radio
listening frequency in general, the survey respondent base was right in line with generally
accepted research. While Nielsen Audio’s Radar 121 report from June 2014 indicates that
92 percent of Americans ages 12 and up listen to radio every week, 94 percent of the
respondents to our survey (which measured for ages 18 and up) said they listen to radio.
Yet when it came to the subject of specific radio messaging tactics, respondents indicated
that some of the more traditional methods were not necessarily the strongest strategies to
employ to meet brand marketing objectives.
The study gave careful scrutiny to traditional radio advertisements—how intently
consumers listen to them and the impact they have on buying decisions. While the results
indicated that radio commercials still get some traction, the broader conclusion is that they
are not a highly effective strategy and, as currently delivered by most broadcasters, are at a
listening disadvantage regardless of how informative, clever and witty they may be.
Some of the
more traditional radio
marketing methods
were not necessarily
the strongest strategies
to employ to meet
brand marketing
objectives.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 2
3. Perhaps the most telling barometer of consumer behavior and messaging success were
responses to the question of which radio messaging tactic would most likely prompt
consumers to consider particular food and beverage products:w
The findings cast little doubt on the Harvard Business Review’s claim that we are in the
midst of a content marketing revolution. Not only did the results support consumers’ desire
to listen to such content, but also that they would remember and appreciate the brand that
provided it.
While information on the methodology of our study appears at the end of this report, it
might be useful in reading the results to first understand how questions were posed to the
survey respondents.
We used three different types of questions to probe for opinions and attitudes:
1. Comparative questions. These forced respondents to choose from among several
radio messaging tactics the one that best answered the question for them. These
questions, for example, asked things like “which tactic do you like the most,” or
“which tactic is the most likely to influence a purchase decision” (as in the example
above).
2. Analysis questions. These focused on each tactic separately onto itself, independent of
comparison to other tactics. The questions, for example, might have asked “how
much do you like this tactic,” or “how much does this tactic influence your purchase
decisions.”
3. Agree/disagree statements. These questions offered a statement and asked
respondents to indicate their level of agreement or disagreement with it. The
questions, while more direct, were designed to test very specific hypotheses we had
about radio messaging in the marketplace.
Which messaging form
would make you most
likely to consider
buying a product?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 3
4. In addition to the types of questions asked, we used a variety of subtle language cues to
make distinctions between similar behaviors and perceptions. For example, some results
indicate the likeability of a tactic and others illustrate the amount of influence it might have
in purchasing decisions. Similarly, when we talk about radio engagement, we examined the
differences between having a station turned on, listening, and paying close attention. In
this report, we’ve tried for clarity’s sake to use the appropriate terminology throughout,
without randomly interchanging them.
One further note: For greater accuracy, the statistics used in this report do not include data
from the 6 percent of respondents that said they do not listen to radio.
EXECUTIVE HIGHLIGHTS
Content Marketing
• Of the various messaging strategies considered, 81 percent of the respondents said they
are most interested in listening to those that provide useful or entertaining information
about an area of interest to them, far surpassing the second most popular answer,
which was hearing about contests or sweepstakes (11 percent).
• Of the various messaging strategies considered, 55 percent of the respondents said
custom content—useful or entertaining information provided by a sponsor—was the
tactic that would make them most likely to consider purchasing a product from that
sponsor.
• Asked to respond to a statement specifically about content marketing, 76 percent said
they enjoy getting information and tips they can use both personally and professionally,
and would remember and appreciate the company or brand that provided it.
• Fifty-five percent of respondents said hearing useful or entertaining content presented
by a sponsor would actually increase their chances of considering that sponsor’s
product.
What form of
messaging interests
you the most when you
listen to radio?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 4
5. Traditional Radio Advertisements
• Some 83 percent of respondents agreed with the statement, “I pay little attention to
radio spot commercials.”
• About one-third of the respondents said they typically listen to most of a commercial,
with about two-thirds indicating they do not. About 22 percent of the base of
respondents (who all listen to radio) said they do not listen to radio commercials at all.
• Regarding commercial stop sets, 68 percent of the respondents said they don’t make it
past the second spot before they tune away.
• When participants were asked specifically how much a radio commercial would
increase the chances of them considering or buying the brand advertised, 61 percent
said it would have very little or no chance. Almost 3 percent said it would increase their
chances of purchase very much, with 36 percent saying it would increase their chances
somewhat.
Other Radio Marketing Tactics
• Regarding endorsements from their favorite radio DJ personalities, 26 percent said that
tactic would have a positive impact on their chances of considering or buying the
sponsor’s product.
• Regarding endorsements from everyday people like themselves, 40 percent said that
tactic would increase their chances of considering or buying the sponsor’s product.
• Twenty-two percent of the respondents said meeting radio personalities at a live local
radio station appearance would be of interest to them.
• Fifty percent said they would be interested in participating in a contest or sweepstakes
heard on the radio.
• Fifty-eight percent said they would be very or somewhat receptive to considering or
buying the product of a contest or sweepstakes sponsor.
How much would
hearing a radio ad
boost your chances of
buying the product?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 5
6. ANALYSIS AND COMMENTARY
Content Marketing Analysis
Engaging with useful content was the most called-for choice of the several marketing
tactics offered within the survey. Not only did consumers provide a ringing endorsement
for content as a listening choice, but they also indicated that useful content as a messaging
format would have the greatest positive influence on their decision to consider or purchase
the sponsor’s product.
Why the popularity? “Consumers have shut off the traditional world of marketing,” says
The Content Marketing Institute. “They can easily skip television advertising, often ignore
magazine advertising, and have become so adept at online surfing that they can take in
online information without a care for banners or buttons.
While much of today’s focus is about aligning content with online and social spaces, the
survey results indicate that radio, the original content medium, can be the secret weapon
for marketers when used properly. Custom content on radio engages customers better
than spot ads, builds brand affinity and consumer relationships, triggers sales, cuts media
costs, creates opportunities for meaningful multiplatform extensions and provides a
measurable return on business objectives.
The research supports that claim. About three-quarters of the respondents agreed that
they enjoy getting information and tips they can use both personally and professionally,
and would remember and appreciate the company or brand that provided them with such
information. Almost 20 percent of them “strongly agreed” with that thinking, indicating
that such content is more than just a “feel-good” marketing application. The research
validates a strong connection between useful content and brand likeability and message
recall, implying solid results for use of this method. This echoes previous research
performed by CRN, where sponsored content outperformed a traditional spot in aided
recall by 63 percent (CRN/Microsoft Small Business Study conducted by Horizon Research).
How much would
hearing custom
content boost your
chances of purchasing
that sponsor's
product?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 6
7. Traditional Advertisements Analysis
Consumer attitudes and behavior regarding traditional radio commercials were more of a
mixed bag. The good news: Over one-third of the respondents in the food and beverage
category said they typically listen to most of a commercial when they hear it. The bad
news: Just under two-thirds of the respondents said they typically do not listen to most of a
commercial when they hear it. The numbers are slightly worse within the 18-to-34 age
bracket, where only 30 percent report listening to most of a commercial when it comes on.
More than 20 percent of the respondents who listen to radio said they never listen to radio
commercials. Even among active listeners who say they listen to radio several hours a day,
there are still 18 percent who don’t listen to commercials at all.
The contention that commercials buried within long radio stop sets do not get the same
attention as those near the beginning was confirmed by the findings. Over six out of ten
respondents said they don’t make it past the second in a series of spots during the
commercial break. The law of diminishing returns applies, according to the survey, as spots
get further and further down the order within the commercial set. Even for avid food and
beverage consumer radio listeners—those respondents who said they listen several hours
a day—31 percent said they listen to the first commercial but no more. The poll did not
measure how intently they are listening.
These results are in stark contrast to Nielsen (formerly Arbitron) data, as reported in What
Happens When the Spots Come On? (Nielsen, Media Monitors, Coleman Insights Media
Research, 2011). Why the discrepancy?
One possible answer is the aggregate nature of the results reported in the Nielsen study,
which demonstrates that stop sets deliver an average of 93 percent of the lead-in audience.
This means that the number of people listening as a station goes into stop set only drops by
an average of 7 percent by the end of the stop set. The behavior of individual listeners,
however, isn’t reported. The results do not take into account the effect of listener turnover
during commercial breaks (i.e., listeners tuning away and being replaced by new listeners
tuning in).
When you listen to
radio commercials,
how long do you
typically listen?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 7
8. It is important to note, as well, the difference between recorded behavior and reported
behavior. Nielsen measurement is now based purely on exposure. Its research participants
wear Portable People Meters (PPM), which register their radio exposure throughout the
day. It does not measure, however, whether participants are actively listening, or whether
or not they recall later what they heard. PPM measures when listeners tune away from one
station and onto another, but it doesn’t measure “passive listening,” or when they mentally
tune out.
The results then beg the question: Are traditional commercials that can’t get one of the top
two slots during a commercial break an effective means of radio marketing?
Consider some of the other findings: In terms of what interests food and beverage
consumers the most when they listen to radio among the various types of promotional
messaging, less than 2 percent said commercials. Commercials did not finish rock bottom in
terms of messaging that would most likely prompt consumers to consider purchase,
however. In fact, commercials garnered about 19 percent of the total, finishing neck in neck
with testimonials from everyday people and behind custom content at number 1.
But the numbers above refer to the impact of commercials only in comparison to other
forms of marketing. When asked point blank whether hearing a radio commercial would
increase their chances of considering purchasing a particular food or beverage, the majority
said it would not. About 36 percent said hearing a commercial would increase their chances
“somewhat” of considering the product, while 3 percent said it would increase their
chances “very” much.
Asked even more directly about their response to the statement, “I pay little attention to
radio spot commercials; their chances of influencing a purchasing decision for me are not
very good,” 83 percent agreed, with 47 percent strongly agreeing.
When several ads in a
row come on, how
many do you listen to
before tuning out?
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 8
9. The findings, based solely on custom content and traditional spot ads, would suggest that
when marketers use radio beyond the conventional radio stop set, their brands radically
increase their chances of achieving positive results. The point was further substantiated in a
random poll CRN recently conducted in which a majority of 75 marketers said they feel a
combination of non-traditional advertising tactics such as custom content and promotions
generate stronger results for their brands than straight spot commercials.
Contests and Sweepstakes Analysis
Marketers have long tried to understand the impact of contests and sweepstakes as
marketing and promotional tactics, looking to measure not only whether consumers will
participate but whether they will follow the activity surrounding them and make the
connection with the sponsoring brand. While custom content, as noted above, was the
most popular form of messaging when considered in comparison to all others, contests and
sweepstakes finished a distant second—but second nonetheless—with 11 percent citing
them as the most interesting listening.
Responses to more specific questions about contests and sweepstakes demonstrated
higher levels of interest among consumers than this result suggests, however. These
questions focused on consumers’ interest in hearing about, actually participating in, and
connecting with the sponsors of radio contests and sweepstakes. In the case of this survey,
“doing” took precedence over standing on the sidelines. Almost 50 percent said they would
be interested in participating in a contest or sweepstakes heard on the radio. Only 22
percent said they would take an interest in hearing about others participating in such
contests and sweepstakes.
However, whether participating actively or vicariously, almost six out of 10 respondents
said they would be receptive to considering the sponsor of a contest or sweepstakes.
Those numbers take an interesting turn when you separate by gender, with females
trending a bit higher: 58 percent expressed interest in participating, 28 percent in hearing
about, and 66 percent were inclined to remember the sponsor and be receptive to
considering the brand.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 9
10. Endorsements and Testimonials Analysis
About 53 percent agreed with the statement that they would be more inclined to consider
purchase if a marketing message came from everyday people or one of their favorite radio
personalities. However, there is a clear preference between the two—at least according to
the respondents. When asked which form of promotional messaging would make them
more likely to consider purchasing a product, testimonials from everyday people finished a
close third behind custom content and commercials, at 19 percent. A product endorsement
or recommendation from a celebrity DJ was listed the most likely by only 5 percent.
Asked more directly, 40 percent said hearing testimonials from everyday people would
increase their chances of considering or buying a product, while 26 percent said hearing a
DJ endorsement would increase their chances of considering or purchasing a product.
These findings come at a time when other research has demonstrated the positive effect of
product recommendations by local radio personalities. A study conducted by the University
of Southern California found that 52 percent of listeners state their favorite personality
influences their opinion and 51 percent consider or purchase a product advertised during
their favorite personality’s show. So why did so many respondents in our survey feel
differently? We look at that question in the Recommendations section that follows below.
Agree or Disagree:
“I would be more
inclined to consider
purchasing a product if
the message came
from everyday people
like myself or one of
my favorite radio
personalities.”
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 10
11. SUMMARY
Non-traditional marketing tactics take salient product communication points out of
commercial stop sets and place them inside programming segments, when consumers are
actively listening to radio. They work because they communicate with listeners through
formats they seek out, enjoy engaging with, and are more likely to believe, all at a time
when they are more inclined to be paying attention.
The world of food and beverage marketing is constantly changing, with new competitors
and different ways consumers learn about products. The findings suggest that strategies
beyond traditional radio commercials generally make a favorable impression and have a
greater likelihood to move consumers to consider or purchase a brand. The findings in no
way reflect upon the quality of the ads, promotions or strategies, but simply the inclination
of consumers to have a favorable reaction.
Radio has an incredible reach—more than 244 million Americans every week—and can
generate significant ROI when used properly to meet specific client objectives. Many of the
strategies studied in this report have been employed to help brands exceed marketing
expectations.
Custom content is the marketing tactic that scored the highest. Traditional radio
advertisements were found to have a reasonable impact on consumer consideration, but
their format, length, content and placement within stop sets hinder their effectiveness in
converting consumers to buyers.
Radio spot commercials
are not a highly effective
strategy and, as currently
delivered by most
broadcasters, are at a
listening disadvantage
regardless of how
informative, clever and
witty they may be.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 11
12. RECOMMENDATIONS
Advertisements
Traditional radio advertisements decrease in effectiveness the deeper they are placed
within commercial breaks. The fallback strategy would be to assure placement as the first
or second unit. A more effective strategy would be to separate your advertising message
entirely from the clutter of the commercial stop set. What are some ways you can do that?
1. Use a promotional approach. Look at the key points you want listeners to take away
from your advertising and think outside of the spot box. Consider food and beverage
features and benefits, the lifestyle of your target consumer, how your brand fits into the
context of their lives, and what (beyond awareness) you want from your consumer.
Then think about what kinds of information, entertainment or incentives you can
provide your consumers that will grab their interest and be of value, and connect these
back to key takeaways about your brand.
2. Embed your spot within content, and run it outside of the stop set. For example, create
content with a cliffhanger before the end, and insert your spot there. Make sure that
the content connects back to key brand takeaways, and holds information or
entertainment value for your consumer.
Content
Radio is, was, and always will be about content. Let’s face it, no one tunes into their favorite
station for the ads. Listeners want music; thought-provoking and entertaining
conversation; news, weather, traffic and other useful and interesting information; and a
sense of connection with other like-minded people in their community. Brands are able to
play in this “programming space” when they use radio beyond traditional advertising.
Content saves money. If content is compelling, more people will lean forward to hear the
message and brand language, requiring less frequency and, hence, less investment to break
through. In addition, good content is good for the station, so stations would be more apt to
provide “earned” exposure in the form of continuous promotion.
The payoff? Our findings indicate that consumers will associate your brand with the value
of the information or entertainment you provide, and will be more likely to consider your
brand in the future when making purchase decisions.
The research validates a
strong connection
between useful content
and brand likeability and
message recall.
The findings cast little
doubt on the Harvard
Business Review’s claim
that we are in the midst of
a content marketing
revolution. Not only did
the results support
consumers’ desire to listen
to such content, but also
that they would remember
and appreciate the brand
that provided it.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 12
13. Here are some suggestions for creating sponsored on-air content:
1. Develop content your target audience enjoys or needs, based on their interests. The
content can appeal to their personal or professional lives. It can be informative or
entertaining, or both. It can spark their intellect or touch their hearts. However you
play it, choose a subject matter that makes sense—that engages the consumer and
advances the brand. Also consider localizing the content to the stations where it will
air. Listeners’ ears are attracted to local references. Products that position
themselves as part of the community earn loyalty and are remembered.
2. Be mindful of the balance between product messaging and real content. Honest,
solid information will set up the product message much better than a disguised
effort to make a self-serving advertisement sound like editorial. Content should not
be commercial sounding. Overly produced or too much brand sell tells listeners they
are hearing an ad and they will tune it out. Think native advertising, not advertorials.
Remember, content needs to be of real value if it’s going to be accepted.
3. Keep it fresh. If possible, content should change daily. No one listens to the same
newscast or sportscast over again. Repeating content will suggest to listeners they
may be hearing advertising and generate the same negative result.
4. Take title sponsorship of content. Title sponsorships tell consumers the sponsor is
providing the content and taking ownership of it, not simply buying it from someone
else and lending its name to it. Title sponsorships will lead to better recall of the
brand, as well as of the connection between the content and what it is you want to
communicate about your brand.
5. Promote the content on air and extend it online. Content should be promoted
continuously by the radio station with appropriate brand and call-to-action language.
Not only does this increase awareness, it will call attention to the brand’s enterprise
in providing relevant information to its consuming public. Content should also be
repurposed on brand digital and social properties as well as on station digital and
social assets. This will extend the content’s reach to all platforms on which radio
listeners engage.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 13
14. Celebrity Endorsements
As a marketing technique, endorsements from on-air personalities did not score highly in
the survey results, but that might be attributable, in part, to prevailing radio practices.
Personality endorsements have gained popularity as a radio tactic over the years, but are
often executed more like advertising than programming. Stiff DJ reads, onerous copy point
requirements, prerecorded messages, and indiscriminate choice of talent are all
contributing factors to a less-than-engaging or credible effect. It’s no wonder listeners don’t
respond well. There are, however, many effective ways to incorporate personalities in
promoting brands on the radio—ways that are less heavy-handed and more engaging to
listeners.
1. Choose endorsers wisely. Not all DJs match up well with all products, so an extensive
vetting process is necessary. Match DJs with your target consumers and their lifestyles
and attitudes. Make sure the DJ has a use for your product. And don’t force it—not all
products beg for a DJ endorsement.
2. Training is essential. DJs must experience the product, understand the talking points,
and then express those points in their own words—not a script—and in a way that puts
the product in the context of their own lives. If it makes sense, have them use the
product on-air in the studio, or have them call in when they are using the product at
home. Most of all, get them to do it live, with all the “ers” and “ums” of everyday
speech. All of this takes a lot of preparation and monitoring, but the results are much
more natural and engaging, like the advice of a trusted friend.
3. Extend endorsements beyond the airwaves. Have personalities demonstrate products
on YouTube for their listeners and discuss the product on social media. Get them to talk
about products from locations other than the studio, like from their own homes or the
store aisles. Have them interview product experts on-air. Give them samples to hand
out to listeners at station events. The more involved you can get the DJ in experiencing
and interacting with the product, the better.
Real-people Testimonials
Today’s consumer plays a much more involved role in the marketing of products. No longer
do they have to take at face value the information that marketers tell them as true. They
have a voice. They blog about the efficacy of their laundry detergent, they post comments
on websites about their stay at a particular hotel, use a product’s very own website to
criticize the product itself in an effort to bring about change, and so on.
Consumers are in a better position to sell products than an advertiser. Why? Because
hearing and seeing what everyday people think about a product is considered a more
trustworthy source than, say, the multibillion-dollar company that sells detergent. What
“real people” are saying means a lot.
The contention that
commercials buried within
long radio stop sets do not
get the same attention as
those near the beginning
was confirmed by the
findings. Almost seven out
of 10 respondents said
they don’t make it past
the second in a series of
spots during the
commercial break.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 14
15. Here are some tips on how to harness the power of real people:
1. Use real people. Not actors portraying real people. So many advertisers try to fool
consumers with fake real people. They think they are getting closer to the open, honest
approach that appeals to today's consumer, but instead they are creating a campaign
that only smacks of real people. It isn't really real. And consumers can tell the difference.
2. Let them talk about your brand in their own words. Don’t try to script them. Let them
say what they honestly think about the product, why they like it, and how and when
they use it. These are the details that make a testimonial authentic and relatable. Also,
don’t edit the testimonials to death. Leave in “ers” and “ums” and pauses. It will sound
more natural.
3. Use local people. People most trust other people who they feel are similar to
themselves. A regional accent, a reference to a local place, a colorful turn of phrase
from local parlance—these are the things that give a testimonial extra credibility in the
minds of listeners.
4. Provide a comfortable environment. Don’t put them in a studio in front of a
microphone. Don’t put them in front of a camera. These things can affect how people
speak and sound. They become self-conscious of what they are saying. In radio, there’s
the benefit of being able to create an intimate environment, whether it’s over the
phone or over a cup of coffee.
Contests and Sweepstakes
Consumers like to participate in the fun and excitement of promotions like contests and
sweepstakes and tend to make the connection between contest and brand. A strong
majority of respondents said they would be more receptive to considering a product that
sponsors a contest or sweepstakes. So what are some ways to maximize success with this
tactic?
1. Make sure you align with an organization that is fully experienced in this area. While the
fun part of this tactic is all that consumers hear on the air, there are enormous
considerations for marketers regarding procedures, rules, regulations, and legal
considerations. The best-laid strategies can easily turn into disasters when not properly
researched for each locality and executed to spec.
2. Remember that promotions are a prop. Of course you want thousands of consumers to
flock to your contest or sweepstakes. You want engagement and participation. But
that’s not the be-all and end-all objective. What you want more is large numbers of
consumers paying attention to your message because there may be “something in it for
them,” whether or not they choose to participate. You want them to remember
something key about your brand, long after they’ve forgotten about the promotion.
Even better, you want them to heed whatever call to action you are communicating,
such as a drive to retail to purchase. In this way, promotions are a prop for getting your
message heard, remembered and acted on, away from commercial clutter.
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 15
16. 3. To that point, make sure your promotion communicates a key takeaway about your
brand. When it comes to prizes, cash is king, but it won’t buy you recall. It’s far more
effective to design promotions so that the prizes and method of entry are strategic to
your message.
METHODOLOGY
The survey was sent online and completed by 489 consumers between June 20, 2014 and
June 25, 2014.
The consumers’ demographic breakdown is as follows:
Gender
Male 51%
Female 49%
Age
18–29 17%
30–44 28%
45–60 27%
Over 60 28%
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 16
17. Education
High school degree or lower 7%
Some college or associate degree 32%
Bachelor degree 32%
Graduate degree 29%
Time Spent Listening to Radio
Several hours a day 27%
One to two hours a day 34%
Less than an hour a day 32%
Never 7%
ABOUT CRN INTERNATIONAL
CRN International (www.crnradio.com) uses radio differently to solve marketing challenges
for major brands. It excels in using non-traditional promotional tactics to separate brand
messages from the clutter and generate measurable results. It is based in Hamden, CT, and
has offices in New York; Minneapolis; Houston; and Hershey, PA.
For more information, contact:
Jim Alkon
Marketing Director
CRN International
jima@crnradio.com
203-407-3341
RADIO MESSAGING AND WHAT GETS CONSUMERS TO BUY Page 17