In marketing, there is an overriding formula that expresses the value of an advertising campaign. It is a way to calculate how effective a dollar spent on a given medium should be; how many ears, eyes and hearts am I buying. It is called Cost Per Point, CPP or CPM (cost per thousand listeners/viewers)
As the choices for consumers of entertainment and information grows, so grows the challenge to have an impact. Radio and newspapers, two of the more traditional forms of reaching the buying public, are under great pressure from newer, often much cheaper media. More and more Americans have the whole world in their pocket or the palm of their hand. And we are choosing what to watch, read and listen to.
Bill "Crash" Kradich is accutely aware of the changing landscape, the ground shifting under his life of luxury and excess. He also knows that breaking through is not easy. Never has been.
Local DJs create a personal relationship with their listening audience, and that audience is more likely to trust what they say and respond to their message. Live endorsements are growing in popularity, as advertisers seek new means to reach consumers and cut through the surrounding clutter. Studies show that live reads have recall and response rates higher than the typical recorded spot. Perhaps because of the relationship listeners develop with their favorite station, twenty-six percent of listeners are more interested in a product or business when a DJ endorses it. As more advertisers turn to live endorsements, heavy demand is placed on DJs to announce them. And, as the number of available DJs shrinks, those that are left are often inundated with requests to do endorsements.
Other advantages of radio advertising include: market reach, flexibility, selectivity, top of mind awareness, and the ability to target a specific demographic. Radio station formats can be targeted in an effort to fine tune a message with listener demographics. Media schedules that reach similar target audiences, can be compared to each other using Cost Per Point to determine efficiency.
There is money to be made. And, as Crash and Dani find out, there is almost nothing that is sacred,