Details

Autor(en) / Beteiligte

• Staab, W

Titel

USING TV MARKET AREAS TO BUY RADIO AUDIENCES - IT CAN LEAD YOU ASTRAY

Ist Teil von

• Advertising age, 1975-06, Vol.46 (26), p.38

Ort / Verlag

Chicago: Crain Communications, Incorporated

Erscheinungsjahr

1975

Beschreibungen/Notizen

• REPORTING RADIO RATINGS BY TV MARKET AREAS, AS TWO RADIO RESEARCH SERVICES STARTED DOING IN RECENT WEEKS, CAN RUN AFOUL OF SHARP VARIATIONS IN LOCAL RADIO LISTENING. ADVERTISERS WHO WILL BE TEMPTED TO USE THIS INFORMATION IN IMPLEMENTING RADIO BUYS MUST NOT FAIL TO RECOGNIZE RADIO'S UNIQUE POSITION IN THE MEDIA MARKETPLACE. ITS MAJOR STRENGTH, UNLIKE ANY OTHER MEDIUM, IS ITS SINGULAR ABILITY TO ISOLATE SUB AREAS WITHIN MAJOR GEOGRAPHIC AREAS. EFFECTIVENESS OF RADIO AND TV ADVERTISING SHOULD NOT BE MEASURED WITH THE SAME YARDSTICK. TV IS THE LEADER AND RADIO SHOULD NOT FOLLOW THE LEADER AND BE FORCED TO PLAY UP TO TV'S STRENGTHS. RATINGS REPORTS MUST BECOME MORE, NOT LESS, LOCALIZED. REPORTS SHOULD ISOLATE SUB AREAS WITHIN MARKETS AND REPORT PERIODICALLY ON THEM. RADIO ADVERTISERS MUST INNOVATE MORE PRODUCTIVELY AND LOOK AT RADIO'S ASSETS AS THEY ACTUALLY EXIST. THEY MUST NOT BE MISLED BY NEW CONCEPTS THAT CAN LESSEN RADIO'S VALUE TO THE INDUSTRY.