Schedules That Deliver Results For Advertisers

1. Schedules That Deliver Results For Advertisers Radio Works... When it’s done right!

2. Elements Reach Potential customers Demographic match Frequency Cut clutter Frequency of 3 Consistency Branding Move consumers through the buying cycle

3. Beware of Averages! How do you want your eggs cooked?

4. Explaining the difference between reach and frequency to a client.

5. Two Advertising Plans 100,000 People Both Cost $1,000 Package A Package B One Stadium • 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) Which plan do you think will generate the most results?

6. That’s the difference between reach and frequency!

7. Frequency Maximizes Your Share of “Now” Buyers

8. Frequency Builds Mind Share for the Future

9. Frequency Moves Consumers Through the Buying Cycle  Attention  Interest  Desire  Action

10. Determining Factors • Client goals • Branding • Event • Media mix • Number of radio stations • Duplication of cume • Number of weeks

11. Possibilities Packages Events Annual Custom Equal rotation (best reach) Fixed position (less reach, better frequency) Own a daypart Own a day Balance of frequency/consistency

12. Frequency (Equal Rotation)

13. Share of Voice 24 hours a day 7 days a week 12 units per hour 2016 units per week 20 spots = <1%

14. Consistency (52 Weeks)

15. 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.” Morris Slavin, Professor Emeritus, YSU

16. 1 Week per Month

17. 52 Weeks

18. Frequency (Equal Rotation) Own a Daypart

19. Frequency (Equal Rotation) Own a Day

20. Share of Media = Share of Mind

21. Share of Media = Share of Mind I’m Loving’ It…

22. Share of Media = Share of Mind I’m Loving’ It…

23. Share of Media = Share of Mind I’m Loving’ It… The King of Beers!

24. Share of Media = Share of Mind I’m Loving’ It… The King of Beers!

25. Share of Media = Share of Mind • I’m Loving’ It… • The King of Beers! • Things Go Better With…

26. I’m Loving’ It… The King of Beers! Things Go Better With… Share of Media = Share of Mind

27. Scheduling Suggestions Ask for enough to accomplish the advertising objectives Ask for enough to meet client expectations Sell long-term schedules

28. Scheduling 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

29. Advertising Planner WRAB Monthly Planner February Feature sponsorships include opening and closing billboards! Prepared by WRAB, Dallas, TX

30. Added 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

31. Remember People buy on emotion… … and justify with logic Present in a way to get them emotional Offer your written proposal as the logic

32. Long Term Schedules Good for the client! Good for you!

33. Long Term Schedules

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45. Long Term Schedules

46. Schedules That Deliver Results For Advertisers Radio Works... When it’s done right!