Schedules That Deliver Results For Advertisers
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Transcript of Schedules That Deliver Results For Advertisers
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RAB Radio Training Academy
Schedules That Deliver Results For
Advertisers
Schedules That Deliver Results For
AdvertisersRadio Works... When it’s done right!Radio Works... When it’s done right!
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RAB Radio Training Academy
ElementsElements• Reach
– Potential customers– Demographic match
• Frequency– Cut clutter– Frequency of 3
• Consistency– Branding– Move consumers through
the buying cycle
• Reach– Potential customers– Demographic match
• Frequency– Cut clutter– Frequency of 3
• Consistency– Branding– Move consumers through
the buying cycle
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RAB Radio Training Academy
Beware of Averages!Beware of Averages!
How do you want
your eggs
cooked?
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RAB Radio Training Academy
Explaining the difference between reach and
frequency to a client.
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RAB Radio Training Academy
One StadiumTwo Advertising Plans100,000 PeopleBoth Cost $1,000Package AYou tell your message to all
100,000 people in the
stadium...one time.
(100,000 gross impressions)
You tell your message to all
100,000 people in the
stadium...one time.
(100,000 gross impressions)
You tell your message to 10,000
people...but you get to do it ten
times.
(also 100,000 gross impressions)
You tell your message to 10,000
people...but you get to do it ten
times.
(also 100,000 gross impressions)
Package BWhich plan do you think will generate the most results?
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RAB Radio Training Academy
That’s the difference between reach and
frequency!
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RAB Radio Training Academy
Frequency Maximizes Your Share of “Now”
Buyers
Frequency Maximizes Your Share of “Now”
Buyers
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RAB Radio Training Academy
Frequency Builds Mind Share for
the Future
Frequency Builds Mind Share for
the Future
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RAB Radio Training Academy
Frequency Moves Consumers Through the Buying Cycle
Frequency Moves Consumers Through the Buying Cycle
Attention
Interest
Desire
Action
Attention
Interest
Desire
Action
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RAB Radio Training Academy
Determining FactorsDetermining Factors• Client goals
– Branding– Event
• Media mix• Number of radio
stations• Duplication of cume• Number of weeks
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RAB Radio Training Academy
PossibilitiesPossibilities• Packages• Events• Annual• Custom
– Equal rotation (best reach)– Fixed position (less reach,
better frequency)– Own a daypart– Own a day– Balance of
frequency/consistency
• Packages• Events• Annual• Custom
– Equal rotation (best reach)– Fixed position (less reach,
better frequency)– Own a daypart– Own a day– Balance of
frequency/consistency
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RAB Radio Training Academy
Frequency (Equal Rotation)Frequency (Equal Rotation)
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RAB Radio Training Academy
Share of Voice
Share of Voice24 hours a day
7 days a week
12 units per hour
2016 units per week
20 spots = <1%
24 hours a day
7 days a week
12 units per hour
2016 units per week
20 spots = <1%
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RAB Radio Training Academy
Consistency (52 Weeks)Consistency (52 Weeks)
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RAB Radio Training Academy
Concentration of Force
Concentration of Force
“No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.”
“No attacking force in recorded history has ever won a great victory by attacking on a broad front. They win by concentrating their resources on a narrow front, break through, then spread out.”
Morris Slavin, Professor Emeritus, YSU
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RAB Radio Training Academy
1 Week per Month1 Week per Month
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RAB Radio Training Academy
52 Weeks52 Weeks
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RAB Radio Training Academy
Frequency (Equal Rotation)Frequency (Equal Rotation)Own a DaypartOwn a Daypart
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RAB Radio Training Academy
Frequency (Equal Rotation)Frequency (Equal Rotation)Own a DayOwn a Day
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RAB Radio Training Academy
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
Share of Media = Share
of Mind
Share of Media = Share
of Mind
I’m Loving’ It…I’m Loving’ It…
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RAB Radio Training Academy
I’m Loving’ It…I’m Loving’ It…
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
I’m Loving’ It…
The King of Beers!
I’m Loving’ It…
The King of Beers!
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
I’m Loving’ It…
The King of Beers!
I’m Loving’ It…
The King of Beers!
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
I’m Loving’ It…
The King of Beers!
Things Go Better With…
I’m Loving’ It…
The King of Beers!
Things Go Better With…
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
I’m Loving’ It…
The King of Beers!
Things Go Better With…
I’m Loving’ It…
The King of Beers!
Things Go Better With…
Share of Media = Share
of Mind
Share of Media = Share
of Mind
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RAB Radio Training Academy
Scheduling SuggestionsScheduling Suggestions• Ask for enough to
accomplish the advertising objectives
• Ask for enough to meet client expectations
• Sell long-term schedules
• Ask for enough to accomplish the advertising objectives
• Ask for enough to meet client expectations
• Sell long-term schedules
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RAB Radio Training Academy
Scheduling SuggestionsScheduling Suggestions• Ask for enough to
accomplish the advertising objectives
• Ask for enough to meet client expectations
• Sell long-term schedules• Make it visual• Write it out in your client’s
language
• Ask for enough to accomplish the advertising objectives
• Ask for enough to meet client expectations
• Sell long-term schedules• Make it visual• Write it out in your client’s
language
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RAB Radio Training Academy
Advertising PlannerAdvertising Planner
WRAB Monthly PlannerFebruary
Holidays Sports Other Events
Valentine's Day Super Bowl Chili Open
President's Day Pro Bowl
Ash Wednesday NBA
NHL
College Hoops
Feature sponsorships include opening and closing billboards!
Prepared by WRAB, Dallas, TX
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RAB Radio Training Academy
Added ValueAdded Value
• Don’t let it detract from your schedule
• Lead with items that support your schedule– Creative services– Sponsorships
• Save promotions, remotes, contests, bonus spots as bargaining chips
• Don’t let it detract from your schedule
• Lead with items that support your schedule– Creative services– Sponsorships
• Save promotions, remotes, contests, bonus spots as bargaining chips
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RAB Radio Training Academy
RememberRemember
People buy on emotion…… and justify with
logic
Present in a way to get them emotional
Offer your written proposal as the logic
People buy on emotion…… and justify with
logic
Present in a way to get them emotional
Offer your written proposal as the logic
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
Good for the
client!
Good for
you!
Good for the
client!
Good for
you!
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Long Term SchedulesLong Term Schedules
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RAB Radio Training Academy
Schedules That Deliver Results For
Advertisers
Schedules That Deliver Results For
AdvertisersRadio Works... When it’s done right!Radio Works... When it’s done right!