schedules that deliver results for advertisers

RAB Radio Training Academy

Schedules That Deliver Results For

Advertisers


AdvertisersRadio Works... When it’s done right!Radio Works... When it’s done right!


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


Beware of Averages!Beware of Averages!

How do you want

your eggs

cooked?


Explaining the difference between reach and

frequency to a client.


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?


That’s the difference between reach and

frequency!


Frequency Maximizes Your Share of “Now”

Buyers

Frequency Maximizes Your Share of “Now”

Buyers


Frequency Builds Mind Share for

the Future

Frequency Builds Mind Share for

the Future


Frequency Moves Consumers Through the Buying Cycle

Frequency Moves Consumers Through the Buying Cycle

Attention

Interest

Desire

Action

Attention

Interest

Desire

Action


Determining FactorsDetermining Factors• Client goals

– Branding– Event

• Media mix• Number of radio

stations• Duplication of cume• Number of weeks


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


Frequency (Equal Rotation)Frequency (Equal Rotation)


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%


Consistency (52 Weeks)Consistency (52 Weeks)


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


1 Week per Month1 Week per Month


52 Weeks52 Weeks


Frequency (Equal Rotation)Frequency (Equal Rotation)Own a DaypartOwn a Daypart


Frequency (Equal Rotation)Frequency (Equal Rotation)Own a DayOwn a Day


Share of Media = Share

of Mind


of Mind



of Mind


of Mind

I’m Loving’ It…I’m Loving’ It…


I’m Loving’ It…I’m Loving’ It…


of Mind


of Mind


I’m Loving’ It…

The King of Beers!


The King of Beers!


of Mind


of Mind



The King of Beers!

Things Go Better With…


The King of Beers!

Things Go Better With…


of Mind


of Mind


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


• Sell long-term schedules


Scheduling SuggestionsScheduling Suggestions• Ask for enough to

accomplish the advertising objectives


• Sell long-term schedules• Make it visual• Write it out in your client’s

language

• Ask for enough to accomplish the advertising objectives


• Sell long-term schedules• Make it visual• Write it out in your client’s

language


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


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


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


Long Term SchedulesLong Term Schedules

Good for the

client!

Good for

you!

Good for the

client!

Good for

you!


Long Term SchedulesLong Term Schedules



Advertisers


AdvertisersRadio Works... When it’s done right!Radio Works... When it’s done right!

schedules that deliver results for advertisers

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