Read e-book online Effective Radio Advertising PDF

By Elizabeth Brody

ISBN-10: 0585119627

ISBN-13: 9780585119625

ISBN-10: 0669250031

ISBN-13: 9780669250039

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The media plan in the first case uses radio as a complement to the prime message carrier: television. In this case radio acts as supplementary medium to increase reach and frequency numbers. The second case illustrates how radio advertising can function as the principal message carrier in an advertising campaign. Case 1: Media Plan for Betty Crocker Frosting The Product: Betty Crocker Frosting a ready-to-use cake frosting that comes in a variety of flavors and is used at home. Target Market: The defined primary target market includes women aged twenty-five to forty-nine who live in households with five or more people.

Weinberger, Leland Campbell, Beth Brody. p. cm. ISBN 0-669-25003-1 1. Radio advertising United States. I. Campbell, Leland. II. Brody, Beth. III. Title. R3W43 1994 659. 14'2 dc2094-25058 CIP Copyright © 1994 by Lexington Books An Imprint of Macmillan, Inc. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the Publisher.

For example, the 1990 gubernatorial race in Connecticut brought many changes to the state: an independent, Lowell Weicker, was elected for the first time since 1854, and an innovative, statewide radio advertising campaign played a key role in helping Weicker become governor. With marketing strategy assistance from Gold & Ward, an Avon, Connecticut-based firm, Weicker was the first candidate ever to have localized, almost personalized, radio spots airing in various markets throughout the state. "For the best possible reach and targeting, we divided the state into its major markets Hartford/New Haven, and Fair-field County and a number of small markets including New London, Torrington, Danbury, and Greenwich," explained Peter Gold, President of Gold & Ward.

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Effective Radio Advertising by Elizabeth Brody


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