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Advertising Brochure Small File

Advertising Brochure Small File

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Published by Vinu Indhu

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Categories:Topics, Art & Design
Published by: Vinu Indhu on Nov 10, 2011
Copyright:Attribution Non-commercial

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11/10/2011

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Radio’s Advantage
 Advertising Effectiveness Study
 
Introduction
Radio and television are a powerful and commonly used media combination.This study sets out to explore the multiplier effect of a strategy of radio andtelevision in combination over television activity alone across two FMCG clients.In an increasingly cluttered advertising environment and within highly competitivecategories such as FMCG, it has become more important for advertisers to cutthrough and make an immediate impact on audiences. This means exploringmedia combinations that generate the greatest synergies and engage consumerswhen they are most responsive.This study shows just how effective a commercial radio and free-to-air televisioncombination is in driving sales and awareness.
Commercial Radio Overview
 A high reach medium
– Commercial radio reaches around 80% of Australians,who each spend on average 2 hours 41 minutes listening each day.*
Commercial radio audience is growing
– In 2005, over 8.6 million tuned in tocommercial radio each week, an increase of 1% over the previous year.
#
 
Radio cuts through
– Time Spent Listening (TSL) research shows that peopleare listening longer to radio than they did 5 years ago. TSL in 2005 was 18 hours42 minutes compared to 18 hours 33 minutes in 2000, an increase of 9 minuteseach week.
^
Breakfast listening at a high
– On average, 6.7 million people tuned intometropolitan commercial radio during breakfast in 2005, up from 6.6 million in 2004.
#
 During the most recent survey period, commercial radio attracted 6.8 millionlisteners – 319,000 more than the same period in 2004 and the highest number ofbreakfast listeners since at least the year 2000.
^
**
Commercial Radioreaches around80% of Australianseach week
*Source: Nielsen Media Research, Radio Advisor, average of five capital cities, Survey #1-8 2005, All People10+ unless otherwise stated.**Source: Nielsen Media Research, Radio Advisor, average of five capital cities, Survey #8, 2005, All People10+ unless otherwise stated.^ Source: Nielsen Media Research, Radio Advisor, average of five capital cities, Survey #1-8, 2000-2005.# Source: Nielsen Media Research, Radio Advisor, average of five capital cities, Survey #1-8 2004 vs. 2005, All People 10+ unless otherwise stated.^^ Source: Nielsen Media Research, Panorama Survey 10 2005 (Jan-Dec 2005), All People 14+ unlessotherwise stated.
Work 25%Elsewhere 2%Home 47%Car 26%
Commercial radio place of listening*Radio reaches grocery buyers while they shop
– Commercial radio reachesa large proportion of grocery buyers across the day, when they are most likely tovisit a supermarket, delivering messages close to the time of purchase.• The majority of grocery buyers shop on weekdays during the morning andafternoon.• Commercial radio reaches over 40% of grocery buyers during this time.• Additionally, commercial radio reaches 65% of grocery buyers just before theyvisit the supermarket in breakfast.
^^
 
Executive Summary
Commercial Radio Australia commissioned Millward Brown to study theeffectiveness of radio advertising in contributing to an overall media mix,specifically the combination of
commercial radio and free-to-air television
.
The study involved a test and control market
. The
test market
consisted offree-to-air television and commercial radio activity
(80% television, 20% radio)
 and the
control market
free-to-air television only
(100% television)
. This alloweda better understanding of the impact that a strategy combining both television andradio activity has over television activity alone.Using a structured online questionnaire, pre and post interviews tracked
awareness and attitudes for the brands involved
.Pre and post product
sales data
was analysed to determine the effect of theadvertising campaign.Key findings into the impact of this advertising activity for two brands in the FMCGcategory were explored:
• Brand A is a niche brand in the broader personal hygiene category.• Brand B is a large iconic brand in the breakfast cereal category.
 Research was conducted between May and July 2005.Respondents were aged 18 - 54yrs and were main grocery buyers who hadlistened to the radio in the past 7 days.The media investment, as tabled below, would not be considered a large or heavycampaign.
Moving just 20%of your televisionbudget tocommercial radiohas been provento increase brandawareness by 22%
 Average radio as a proportion of total budget: 20%
Brand A:PersonalhygieneBrand B:BreakfastcerealRadio17% ofbudgetRadio23% ofbudgetCONTROLTEST
$36,220230 tarps$30,000285 tarps$14,420$12,600$40,000225 tarps$69,388250 tarps
Source: Radio’s Advantage – Advertising Effectiveness Study, 2006.
Headline Findings
Moving just 20% of your television budget tocommercial radio has been proven to increasebrand awareness by 22%Even among well known brands, moving just 20%of a television budget to commercial radio hasbeen proven to increase brand awareness by 6%Even among well known brands, moving just20% of a television budget to commercial radiohas been proven to increase sales by up to 15%

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