10/18/2023 0 Comments List of current pandora radio ads![]() ![]() Because this type of objective requires reach, then, budget permitting, the campaign should include the three radio stations that comprise the majority of the target consumers. The owner of the pizza restaurant has a promotional objective, to encourage working moms to order take-out on their way home from work tonight. ![]() Note, each additional radio station that is purchased expands the overall reach of the campaign. If a certain number of consumers in the Fayetteville area are ready to buy, then obtaining the greatest reach possible among those listeners will increase the odds of creating a sale.Īchieving the necessary reach can be accomplished by advertising on multiple Fayetteville radio stations generally over a shorter timeframe. Achieving the necessary frequency can be accomplished by scheduling commercials on as few as one or two Fayetteville area radio stations over a longer time frame.Ī promotional objective, on the other hand, requires the largest number of target consumers to be exposed to a marketing message. This repetition is referred to as frequency. To do this successfully requires the repetition and reinforcement of the business owner’s marketing message. The question then becomes, which combination of these three stations should ultimately be chosen for the ad campaign? The answer is determined by the marketing objective.Ī branding objective involves creating or modifying a consumer’s belief. This information alone allows the restaurant owner to narrow the choices of Fayetteville radio stations from 24 to 3. It takes just three local radio stations to reach the vast majority of these moms. ![]() The pizza restaurant referenced above, for instance, wants to target the 32,500 moms in the area who work full-time. So, to create a successful advertising campaign on local radio, a business owner must identify those radio stations that attract the target consumers defined by their marketing objective. Despite numerous listening options, the typical listener tunes. Some are on FM.įayetteville radio listeners are fiercely loyal to their favorite stations. Some stations focus on politics or sports. Each provides a unique blend of music, information, and entertainment. There are 24 radio stations that service the Fayetteville area. The stations selected for advertising a product or service on Fayetteville radio should be determined by the marketing objective. Is designed to deliver the right message to the right audience at the right time. With a well-defined marketing objective, a business owner can be certain every element of an advertising campaign on Fayetteville radio For instance, a local bank might need to target homebuyers for mortgage products, entrepreneurs for commercial loan products, smartphone users for mobile banking products, and retirees for certificates of deposit.Īlthough each of these targets is a viable prospect for the bank, they are likely to have little in common, including their choice of radio stations, due to different lifestyles and stages of life. Examples of a well-defined target might be:Ī business owner may have several different target consumers. Age and gender alone do not provide enough insight to determine radio station selection or commercial content. For example, a pizza restaurant in Spring Lake might want working moms to order take-out dinner on their way home from work, taking advantage of a two-for-one promotion.Ī marketing objective should distinctly identify the target customer. They are usually time-sensitive with a specific call-to-action. Promotional objectives are used when a business owner’s goal is to encourage the target consumers to take a specific action, quickly. In Hope Mills might want adults approaching retirement to regard her firm’s annuity plans as the safest way to ensure worry-free living. Marketing objectives typically fall into one-of-two categories: BRANDING or PROMOTION.īranding objectives focus on convincing consumers to believe something about a product or business. The objective selected should be crucial to the continued success of the business. It is possible that over time, a business could have many different marketing objectives, but it is a proven, best practice for each campaign to focus on one. The objective will influence which radio stations to purchase, the length of the campaign, the timing of the advertising, as well as the length and the content of the commercials. The objective should correspond with an advertiser’s key challenges or opportunities. An effective advertising campaign on Fayetteville radio needs a specific marketing objective. ![]()
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