U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
00059
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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HORIZON '60 (Cont'd from p. 21) liom a standpoint of cost per tliousancl homes reached. However, there is a real question concerning the "ideal" frequency of spot announcements or network participations to be used for a given product. Despite the low cost per thousand that radio offers, a compromise between the need for maximum frequency and budget limitations is necessary. Judgment A choice between intensive exposure of a segment of a market rather than blanket coverage with lower frequency of spot announcements for a given budget often has to be made largely on the basis of judgment. This question of frequency is not easily answered, of course. For one thing, the requirements for the various types of products are likely to be quite different. Therefore, the scope of the research needed is extensive. But more basic is the difficulty of devising a way to measure the extent to which advertising "comes across" via radio with various levels of activity for each product category. However, even approximate indications would help better to point out the values of radio to advertisers. Patterns of Activity For a start, it would be useful to examine the patterns of radio activity used by the major brands in several categories. At various levels of activity, comparisons of exposure in terms of the cumulative audience reached per month together with the frequency of listening may help establish some norms based on current activity. In addition, research of the advertising penetration achieved with various patterns of radio advertising may provide advertisers with an additional dimension to guide them in planning radio campaigns best suited for their products. • • • WBAP RADIO REFINED FORT WORTH • DALLAS WITH THAT SOOTHING INGREDIENT . ASK YOUR COLONEL OR HERMAN CLARK FOR THE ULTRA-REFINED 570 PACKAGE V\^BAP AM-FM-TV STUDIO & OFFICES 3900 BARNEH, FORT WORTH DALLAS 1900 N. AKARD Thanks to YOU.. YOUR HEART FUND IS SAVING LIVES U. S. RADIO January 1960 53