Marketron

Category: Advertising

Getting Perspective

Author: Annette Malave, SVP/Insights, RAB

When it comes to consumer behavior, awareness of their views and attitudes will be an important component to understanding their purchase journey. In fact, 2020 is being deemed as the Year of the Consumer across various industries. Like it or not, today’s consumer has greater opportunities and platforms to express their views and opinions – ranging from goods, to brands and causes.

Consumers today are used to immediate satisfaction and “get it today” – all driven by emotion and attitudes.

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Radio’s Top 10 to Usher in 2020

Author: Tammy Greenberg, SVP/Business Development, RAB

As we leave one decade to enter another, we couldn’t be prouder of the progress that radio has made to continuously deliver first-class and relevant content to listeners any way they wish to consume it. Among consumers today, audio is hot and radio is hotter. Advertisers from Main Street to Wall Street are tapping into radio’s incredible power and unique attributes. Why? Because radio is emotionally engaging, personal and measurable with the ability to deliver ad messages in a safe and receptive environment.
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Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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Survey Shows Radio Has Become Marketers’ Bellwether

Contributor:  Gordon Borrell, CEO, Borrell Associates

In today’s confusing whirlwind of marketing choices, radio advertising seems to have become a bellwether.  Radio has been getting high ratings not only among local ad agencies, but also from local “direct” buyers. The number of businesses who say they’re buying radio advertising has increased steadily since 2017, according to the largest annual survey of local ad buyers.* Continue reading “Survey Shows Radio Has Become Marketers’ Bellwether”

Radio Matters Rewind

Author: Annette Malave, SVP/Insights, RAB

Today is Memorial Day. It is a time when we remember and honor those who have died protecting and serving our country. It is also the unofficial kickoff of the summer season – with parades, picnics, barbecues and family gatherings.

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Radio Helps Small Businesses Grow

Author: Annette Malave, SVP/Insights, RAB

Last week was National Small Business Week. According to the U.S. Census, there are nearly 30 million small businesses. Small businesses play a crucial role in their local communities. They have a positive impact on the job market, help defray costs/taxes and provide consumers with product/service alternatives. They also help shape and influence the community – just like radio.

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In Radio You Can Trust

Author: Annette Malave, SVP/Insights, RAB

No word has ever had a greater impact on brands as trust. Consumers today are in control and not only expect but demand that the brands they engage with be authentic to keep their loyalty.

Security breaches and concerns about data privacy are now at the forefront of consumers’ minds, and trust is as important a component of brand consideration as brand value. For marketers, finding the balance or sweet spot tapping into data, consumer engagement and maintaining trust are what may keep many chief marketing officers up at night.

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Radio Matters to Auto Dealers

Author: Annette Malave, SVP/Insights, RAB

According to the National Automobile Dealers Association (NADA), auto dealers had a trillion dollars in sales in 2018. Sales for 2019 have been difficult due to winter storms, the impact of the government shutdown and lower tax refunds. While vehicle sales may be affected by external influences, dealerships continue to advertise.

As a top spending ad category across multiple media, it’s important to understand the view dealerships have of the media options available to them. Continue reading “Radio Matters to Auto Dealers”

Why Teens Matter, Part Two: Targeting Tomorrow’s Money Demo

Contributors:  Larry Rosin, Co-founder & President, Edison Research;  Megan Lazovick, Vice President, Edison Research;  Laura Ivey, Director of Research, Edison Research

We last left you with the findings from the latest study commissioned by the Country Radio Broadcasters in recognition of the 50th Country Radio Seminar, Understanding Parents, Teens, and Country Music. To refresh your memory, the study focuses on the nature of relationships between teens and their parents, how they bond over music, and how each one influences the other.

How can radio stations, advertisers, and agencies attract and engage with tomorrow’s “money demo?” Continue reading “Why Teens Matter, Part Two: Targeting Tomorrow’s Money Demo”

Why Teens Matter, Part One: Understanding Teens’ Influence

Contributors:  Larry Rosin, Co-founder & President, Edison Research;  Megan Lazovick, Vice President, Edison Research;  Laura Ivey, Director of Research, Edison Research

We will hazard a guess right now that you, the reader of this article, are not a teenager. So we at Edison Research will tell you exactly what we think of teenagers: They are important. They are especially important to radio and to the businesses that want to reach them, and we have new research to tell us why.

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What Radio Buyers Are Doing

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Contributor:  Gordon Borrell, CEO, Borrell Associates

To understand the crisis facing local media companies, two things are worth knowing about local radio buyers. They are:

  1. Expanding the types of advertising they’re buying
  2. Cutting the number of companies they’re buying from

Let that sink in.  They are buying more, from fewer companies.

The big question is, who’s being cut, and why?  (If you’re not into reading, jump to the very last sentence for the answer.)

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What the Marijuana Industry’s Organization Voluntary Ad
Standards Mean for Radio

Contributors: Brad C. Deutsch  Principal, Garvey Schubert Barer, P.C. and Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C. 

 In our previous blog posts, we’ve addressed both the possible risks associated with marijuana advertising that are unique to being the federal licensee of a radio station and the intricacies of many state laws regarding digital media advertisements for marijuana.

The latest development in the push to normalize marijuana and cannabis products as a consumer good comes from the cannabis industry’s own “Self-Regulatory” member organization, the National Association of Cannabis Businesses (NACB), which has recently adopted voluntary standards for advertising by its members. This blog post examines what impact these voluntary standards will actually have for advertising on the radio.

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Standards Mean for Radio”

Radio Reaches Health and Fitness
Club Members

Author: Annette Malave, SVP/Insights, RAB

Parties. Food. Time with friends and family — and more food.

During this time of the year, everyone begins to talk about their resolutions for the New Year.  One of the most common resolutions is getting fit/going to the gym.

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Club Members”

Radio Drives Restaurant Search

Author: Annette Malave, SVP/Insights, RAB

Food is fabulous!  And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.

The restaurant industry has undergone vast changes to meet the expectations of consumers.  They seek out unique foods and concepts that are authentic – in both flavor and experience.  They also expect healthy options that will delight the inner foodie in them.

Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths.  And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.

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Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

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The Uncertain World of Marijuana Advertising Part Two – Radio’s Digital Platforms

Contributors: Brad C. Deutsch, Principal, Garvey Schubert Barer, P.C. and Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C.

In our last blog, we addressed some risks associated with marijuana advertising that are unique to being the federal licensee of a radio station, impacting their broadcast activity. However, radio stations today have a presence on digital platforms – via web, smartphone or tablets. Therefore, in this post, we turn to digital media advertising.

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The Uncertain World of Marijuana Advertising

Contributors: Brad C. Deutsch, Principal, Garvey Schubert Barer, P.C. and      Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C.

Despite the recent wave of marijuana legalization across the US, options for marijuana advertisers remain slim.  However, navigating the minefield of marijuana advertising that could lead to revenue opportunities for radio is deceptively complex.

Advertising is generally protected by the First Amendment, but only so long as an ad is related to “lawful activity.”  So, that raises the question – does the sale of marijuana count as “lawful activity?”

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