The Radio Advertising Bureau, along with 2,600 attendees made up of senior marketers and their agency and media partners, descended on Orlando last week for the Association of National Advertisers’ annual Masters of Marketing conference. This annual confab is aptly titled GROWTH each year, and for three full days chief marketing officers from the nation’s largest advertisers deliver meaningful presentations where they share real-time case studies from their brands.
Have you ever noticed that when you speak to someone who has a pet, they speak of the pet as if it were a child? People are as passionate and emotionally connected with their pets as they are with their human relatives (sometimes even more). They buy only the best for their pets.
It’s no surprise that the 2017 pet industry is estimated at $69.4 billion dollars according to the American Pet Products Association (APPA). That figure is comprised of food, supplies/over-the-counter medicine, vets, grooming and boarding, and even live animal purchases.
With the arrival of Fall, a shift began. Stores have long been prepped displaying décor for fall holidays and Halloween. Sadly, it is just a matter of time before holiday ornaments and decorations are available for purchase as well.
Although some of the things that people do may change with the start of new seasons, there are other things that won’t – like listening to the radio.
The majority of shoppers today search before purchasing any product. They look for product information, compare prices and brands. Does radio, as an advertising medium, drive that search or influence online behavior? That question is often posed to us at the Radio Advertising Bureau (RAB) by advertisers, agencies and our members.
Radio is the top reach medium – reaching consumers everywhere they go and throughout their day. It delivers a strong return on investment. When radio is part of a media-mixed campaign, it improves brand awareness – it’s the quintessential complementary medium. And yes, now we have quantifiable proof that Radio Does Drive Search!
Jim Cramer, host of CNBC’s Mad Money weighed in on the most talked about radio merger – Entercom and CBS. During this episode, Cramer provides an in-depth analysis of the merger. He refers to it as a “transformational deal for Entercom” giving Entercom “a lot more heft – it will make it the #1 creator of local content in America.” He goes on to say that the new Entercom will become the second largest radio company in America.
This year’s Radio Show delivered information, insights and entertainment. But above all, it clearly demonstrated a reminder that partnerships among our industry and with our advertising community are stronger than ever and remain critically important.
Over the course of three days, a lot was shared, presented and stated. So, here is a brief recap of what everyone should know in the form of a Top 10.