RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

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By the RadioActive Media Team

“The standard by which younger-demo talk is judged.”  Who is this?  Howard Stern according to Talkers Magazine.

Each year Talker’s Magazine publishes The Talkers 250 Featuring the Heavy Hundred – The 100 Most Important Radio Talk Show Host in America.  

This year as part of their 20^th Anniversary, they published The Heaviest Hundred: The 100 Most Important Radio Talk Show Hosts of All Time.  Instead of focusing on the rankings, we wanted to share some of the accolades: 

Bruce Williams “Trailblazer in syndicated business and life how-to talk.”

Rush Limbaugh “The most important innovator in modern news/talk.”

Larry King “The “king” of syndicated talk during the format’s infancy.”

Sean Hannity “The modern-era titan of conservative news/talk.”

Dr. Laura Schlessinger “The champion of moralism in the current talk radio era.”

Tom Joyner “Historic Leader in urban talk. Two-market “fly jock” in the early ‘80s.”

Michael Savage “Molded modern talk format to fit his idiosyncratic persona.”

Glenn Beck “High-energy political talk host changing the face of news/talk.”

Dave Ramsey “Instrumental in bringing personal finance talk to weekdays.”

Laura Ingraham “Important female satirist and political observer.”

Dr. Joy Browne “Champion of radio psychology talk in modern era. Syndicated.”

Stephanie Miller “Uniquely blends comedy and issues talk in progressive radio.”

Opie and Anthony “Modern day innovators to younger-demo talk.”

Mike Gallagher “Conservative syndication mainstay throughout modern era.”

Jim Rome “Developed winning national scope sports talk for current era.”

Kim Komando “Pioneer of specialty and digital technology genre.”

Mancow Miller “Original youth talk trailblazer.”

Wendy Williams “Dynamic personality and groundbreaker in numerous categories.”

Bob and Tom “Major players in youth and lifestyle hot talk.”

Dennis Prager “ Examines morality and ethics with legions of loyal fans.”

Bubba the Love Sponge “Major figure in entertainment and lifestyle hot talk.”

At RadioActive Media, we know the impact radio personalities make on advertising campaigns.  Imagine a well-recognized and well-respected voice talking about your company.  Sports, youth, conservative, ethics, finance, technology, urban, hot talk, lifestyle, politics and more categories are available through syndication and satellite radio.  Give Jeff Pollak a call at 800-559-RADIO (7234) or text DR Radio to 511-511 for campaign ideas.

@radioactivemed

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800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By the RadioActive Media Team

At RadioActive Media, our simple goal to constantly improve tracked results for our clients’ radio ad campaigns replaces planning formulas once a campaign starts.

Mathematical formulas can be helpful in starting the campaign planning process and as one of the measurement tools. We were recently having a discussion about the number of times a spot needs to be heard in order to produce the desired action (i.e. a sale, an inquiry, store traffic.)

Frequency is part of the GRP equation: Reach X Frequency = Gross Rating Points which is a mathematical formula.  Pure, easy to calculate and is used in most media plans and calculated on most media buys.  The concept is good, however the execution may be somewhat flawed and here is why.

1. Computer formulas have generalized the process of media buying:

- In order to have actual reach and frequency calculations, true duplication needs to be accounted for in the buy.

- The formularized version may use duplication tables, which makes all talk radio equal.  Some Tier 1 radio personalities would disagree because audience composition may be different.

2.  Mathematical formulas do not take into account the advertised product or service:

- Once or twice in a lifetime purchase (such as a home) versus multiple purchases of DVDs.

- Big ticket items such as solar panels versus small ticket items such as movie tickets.

- The influence endorsements by a radio personality have on the potential consumer.

3.  Product/category life cycle:

- New category?  Before the iPhone we didn’t have apps. More exposures are needed to explain new inventions first, prior to actually buying.

- New product/service in an existing category?  Consumers understand the category, however as a new market entry, a brand name building campaign is more appropriate and should still be tied to performance-driven elements.

- Existing category and existing product?  Maintenance schedules are often recommended in this scenario but may be affected by changes in the competitive landscape.

4.  Cross media campaigns and the new technologies:

- Most formulas are media specific such as radio exclusively or TV.

- Social media has certainly had an influence on purchasing behavior.

- Mobile media is game changing.

Finally, we come to the consumers themselves.  There is always a certain amount of folks who have already made the decision to purchase an iPhone, as an example.  They are just waiting for the new version, their next paycheck or their maybe even their tax return.  In any event, the decision is not will they buy; It is when they will buy and from whom.  Solar panels are a bigger ticket item and still relatively new to market. The decision cycle may take more time and more research on the part of the consumer.

In our opinion, results do not come from formulas.   Results come from experience, testing and most of all tracking and fine-tuning the campaign every step of the way.

Contact Jeff Pollak at 800/599-RADIO (7234) and we can discuss the many ways we can design a results-orientated campaign.

@radioactivemed

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By the RadioActive Team

At RadioActive Media, we believe the best advertising is truthful and speaks to the strengths and value of the company’s product or service. We also know that radio personalities lend their own credibility when endorsing a product. Defending your ad copy claims can be costly, both monetarily and in reputation.

Most advertisers and their agencies do not set out to mislead consumers or take unfair advantage over their competitors.  It is surprising that even some of the largest companies can be called into question, scrutinized by the National Advertising Division (NAD) and reviewed by the FTC.

• Two phone companies were suing each other over what each stated were misleading claims.  One claimed they were the most reliable network and the other claimed they had the most coverage.  Both companies eventually dropped their lawsuits against each other.

• The Federal Trade Commission has been investigating the heart healthy products which claim to lower your cholesterol or lower your blood pressure as advertised by a variety of food companies.  The major issue is the lack of evidence to back up these claims.  In some cases the FTC “urges” the company to halt the claims and in other situations they may file a complaint in federal court.

• How about several years ago when a major discount chain was challenged to prove its claim of lower prices and a savings totaling a certain amount by shopping at that store?  The National Advertising Division of the Council of Better Business Bureaus raised the issue after a competitor complained.

When should you beware?

Ask yourself the following questions when you first review the advertising concept and once again when reading the ad copy content:

1.  Is it true?
2.  Can it be proven if necessary through research and/or independent studies?
3.  Does the content possibly violate any fair trade practices?

If you have any doubts, investigate further.

On the other hand, if a competitor is making claims in their advertising that causes you concern, you should also ask the same three questions regarding their advertising content.

Successful advertising does not have boastful or make extraordinary claims about the company or product. The best advertising is believable and includes an invitation (call-to-action) for your product.  Endorsements by radio personalities are a tried and true method of standing out and being heard and valued.

We can help in getting the right message across to your potential customers using a variety of exciting and actionable vehicles.  Call Jeff Pollak at 800-559-RADIO (7234) to learn more.

@radioactivemed