Agriculture Reference
In-Depth Information
hour and the radio marketing representative should be able to explain the
demographic details. Radio listeners are loyal to a station and/or programme
so the chances are that the message will be repeated to the same person and
this will increase market penetration. When using radio, remember this is an
instant media; radio is not the place to talk about a long-term marketing cam-
paign, unless you are being interviewed about your culinary initiative. The
target listener wants to know about an event or offer that is
now
.
Radio is one of the best media to allow listeners to work on their im-
agination; they can put a story together in their mind, the radio announce-
ment is the story telling. An effective radio commercial paints a story in the
listeners mind.
Radio is built around a voice, background sound and music; these are
the only tools that are available to make the story. The picture in the lis-
teners' imagination can be painted by using more than one announcer,
creating a dramatic situation, using mood music, humour and/or building
a memorable jingle. The business name should be mentioned about five
times in the
30-
second time slot. The time is short, but the opportunities
are exciting.
Local radio will often agree to come to an arrangement and it may be
possible to reduce the initial cost. In addition, they need the adverts and if
they are short of adverts they may make an arrangement for extra place-
ments for free. You may even sponsor a section of a programme or the news
to get extra exposure.
Radio stations have 'day parts' and break the day into units.
The expensive units are 'rush hour' in the morning and the evening,
which is often called 'drive time'. These are the most expensive parts of the
day, which is when they have the most listeners, the challenge is whether
or not these are the listeners you are looking for. Radio advertising is about
quality not quantity.
Coupons
Coupons are a very successful marketing tool, especially in the USA where
they have been used in retailing for many years. September is National
Coupon Month. In the USA, 92% of consumers use coupons and only 7.7%
never use coupons.
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According to research by Banwari Mittal,
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he identified four classes of
consumer coupon use. These are cost/benefit perceptions, shopping-related
person preferences, non-demographic general consumer characteristics, and
demographics.
The first coupon was established in 1887 when Coca-Cola offered
a coupon to get a free glass of coke. In 2010 the first mobile coupon was
launched on smartphones by Target. Most coupons are based on a price-
reduction incentive when redeemed at the outlet. Coupons really took off in
the 1980s when manufacturers discovered how powerful coupons were at
pulling customers into supermarkets to purchase products.
