Once you’ve developed different versions of your ad, design a media test plan that puts those messages in front of your target audience. A test phase typically involves six to 10 stations, chosen by format and time of day to [...]
Buyers who respond to radio ads can be high value customers, spending a median $59 per purchase compared to a median $40 per purchase for TV informercial buyers. Marketers will have to measure the effectiveness of their own campaigns by [...]
RAJAR is responsible for setting the research specification, the awarding of the research contracts to third party suppliers and the overall quality control , management and delivery of the service. The day to day operations are overseen by the Chief [...]
There are two costs you'll incur when you advertise on the radio. The first is airtime--the time unit(s) your commercials are on air, typically broken down into 30-second, 60-second or 120-second segments (or spots), depending on the station. The second [...]
Measures of radio audiences The data from diaries is converted into several types of audience measure, each of which is useful for a different purpose. The main measures are: average audience reach, or cumulative audience share duration impressions frequency [...]
Most markets will have a number of stations from which to choose, most seeking to differentiate themselves by attracting different audiences. In radio, audiences are typically broken down between male and female listeners by age. When considering which station to [...]
