Presentation given at the AMA about the effectivenes of radio with a local auto dealer case study.

2. Supporting Radio Station’sof ThePARC

3. The book compliments of
The PARC and these
supporting
Radio Groups:
CBSRadio
ClearChannel
Entercom
RoseCity Radio
WestsideRadio

4. Special Thanks:
The Portland Ad Federation
American Marketing Association
Public Relations Society of America
Portland Business Alliance

5. THE ORIGINAL
WIRELESS
Radio: Classic Technology in the Modern World Still Captivates Audiences
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

6. What is
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
RADIO?

7. Local Radio is
PERSONAL.
“I feel like the advertisements were directed
toward me personally,” and “Advertisers who use
this medium care more about reaching me
personally.”
Wirthlin Worldwide Study:
Radio’s Personal Relevance,Personal Connection

8. Local Radio is
POWERFUL.
“The key to advertising today is reaching the individual
through multiple channels of communication states.”
Richard Rosen, CEO
AlloyRed Brand-Interaction Marketing and Advertising.

9. Local Radio is
PROFITABLE.
Radio moves product. Across four different advertisers,
Radio advertising consistently and significantly increased
product sales and delivered meaningful profit for each
dollar of advertising. Radio demonstrated that it can
function as a primary medium for advertising.
Millward Brown and Information Resources, Inc.
Radio’s ROI Advantage, June 2005

11. The persuasion of
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

12. The indisputable, prove facts…
235,000,000
People reached by Radio every week
Advertising Age, October 23, 2007

13. Local Radio
leverages it’s power to capture large audiences on air
and grounds your message with technology:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Websites.
Text messaging.
E-Messages.
Online Streaming
HD Radio

14. The book compliments of
The PARC and these
supporting
Radio Groups:
CBSRadio
ClearChannel
Entercom
RoseCity Radio
WestsideRadio

15. TOP 5
Emotional attributes people associate with local Radio:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Improves your mood.
Makes you feel motivated.
Comforts you.
Makes you relax.
Helps you have a good time.

16. Indisputable…
RELEVANC

17. What emotions do you evoke?

19. Who listens to
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
RADIO?

20. Commercial breaks hold:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
92
%
of the lead audience.

21. of consumers
who own MP3
Players listen
to the Radio
the same amount
of time.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
75%

22. Supporting Radio Station’sof ThePARC

23. Where are Consumers
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
REACHED?

24. of Consumers are
reached
weekly by local
Radio.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
93%

25. Reached in their
car.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
46.6%
35.1%Reached at
home.
18.3Reached at work.

26. of all Consumers
reached
daily.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
72%

27. What makes
RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
different?

28. Local Radio
leverages it’s power to capture large audiences on air
and grounds your message with technology:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Websites
Text messaging
E-Messages
Online Streaming
HD Radio

29. Local Radio’s ROI is
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
49%higher than television.

30. By replacing 1 of 2 TV ads
with 2 local Radio ads;
Brand recall increases by
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
34%

31. Local Radio reaches
people on an emotional level
just as well as television and
much more than newspaper.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

32. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Brand recall triples when
local Radio replaces
1 of 2 newspaper ads.

33. Size doesn’t effect
recall in Newspaper.
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Make a smaller Newspaper ad,
then add a Radio spot to
your marketing mix.

34. Special Thanks:
The Portland Ad Federation
American Marketing Association
Public Relations Society of America
Portland Business Alliance

35. Is
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
RADIO
right for
YOU?

36. RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
satisfies consumers personal
wants
and needs.

37. RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
targets
key lifestyle
markets.

38. RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
affects listeners
personally
and emotionally.

39. RADIO puts you on
TOP-OF-MINDS
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Radio highlights your message
for those who are ready to buy.

40. and Other Sources of Information…
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
• Radio Marketing Guide and Fact Book 2007-2008
Advertising Bureau
• “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising
Radio Ink, July 17, 2007
• “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood
that Unites Radio and Its Listeners”
Radio Ink, June 4, 2007
• www.dictionary.com
• Synergy: The Benefits of Moving Money Into Radio
The PreTesting Company and the Radio Ad Lab
• Media Facts: A Guide to Competitive Media
Radio Advertising Bureau
• Newspaper Association of America
 Media Audit 2007

42. Supporting Radio Station’sof ThePARC

43. The book compliments of
The PARC and these
supporting
Radio Groups:
CBSRadio
ClearChannel
Entercom
RoseCity Radio
WestsideRadio

44. Special Thanks:
The Portland Ad Federation
American Marketing Association
Public Relations Society of America
Portland Business Alliance