There are three things you need to consider when evaluating the effectiveness of your advertising. I call them the Big 3: Right Medium / Right Frequency / Right Message. When you speak to the right audience, with enough frequency over time, and communicate a relevant message , your advertising will work.
Do you want to learn more about the Big 3? Right Medium, Right Frequency, Right Message
According to a recently published online article in the Wall Street Journal, research conducted by Edison Research shows that the impact of new media listening options is much slower than anticipated. This study shows that people in the U.S. who currently “most or all of the time” use radio in their primary car is 58%. The next strongest showing is CD listening at only 15% and Owned Digital Music is just 13%.
Could there be a day radio will be irrelevant? Perhaps. But that day is still years away, and I’ll bet you are looking for the best advertising options TODAY, not 10 or 15 years from now.
BUT, it’s not enough to reach women with your message. You must also tailor your message for women. 91% of women in one survey said that advertisers don’t understand them. At HOPE 107.9 we work to create commercial messages that are relevant to our listeners and effective for our advertisers.
Our listeners also understand that advertising helps to support the station. We continually encourage our listeners to use local HOPE 107.9fm advertisers as an additional way of supporting the station.
There are many techniques that can be used to make your commercial memorable, but by far the most important consideration is how relevant is your message to the audience to whom you are speaking.
At HOPE 107.9fm we know our audience. Our fictional listener “Kelly” helps to make sure we are on target with everything from programming to advertising.
If you are unsure of who your target audience truly is we have a Client Needs Assessment that would help to identify your target audience as well as a number of other important factors that need to be considered when planning your advertising. If you would like to sit down with one of our Account Executives for a CNA feel free to contact us.
Our advertisers range from a one employee, owner-operated store to regional business with dozens of stores in our listening area. They spend from $300 to $3,000 per month to get their message out to our target audience.
We have a Client Needs Assessment that would help to identify your advertising goals as well as a number of other important factors that need to be considered when planning your advertising. If you would like to sit down with one of our Account Executives for a CNA feel free to contact us.