While local advertisers have a lot of different marketing options, a new analysis from Nielsen reveals that the most effective media plan consists of a base buy of AM/FM radio and digital solutions.
This week’s Cumulus Media | Westwood One Audio Active Group® blog examines how advertising works and why AM/FM radio and digital should be the base media buy.
- Marketing has two equally important jobs: converting existing demand and creating future demand.
- Since reach is the foundation of marketing effectiveness, adding media grows reach and sales effect.
- Adding AM/FM radio to a TV + digital buy significantly grows reach.
- The addition of digital to an existing AM/FM radio campaign increases reach.
- The addition of AM/FM radio to an existing digital-only campaign causes reach to surge.
- Versus other media plans, an AM/FM radio base plan with digital extensions drives the greatest market reach.
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