We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
question and
THE QUESTION:
W^hat Role Does Creative Media
Strategy Play in Radio?
VICTOR SEYDEL ANSX^ERS:
There is a great deal more to media selection than mere nimilKis. If figiirc>> meant everything, the smaller advertiser wouldn't have a chance. The advertiser with the biggest budget, using the most stations with the greatest frequency, would win the largest share of the market all the time.
The best media results, however, don't come from just following the numbers, be they dollars or rating points. It is knowing what to do with the numbers that makes the difference between plodding, luiinspired media selection and success stories. Don't let numbers ride you. Make them work for you and your clients by adding common sense.
Of course, the size of the budget is important. But I recall one time our agency was given S6.()00 to compete with an expenditure of SI50,000. Both companies were introducing a new car model in the same area to kick off national campaigns. And our client wanted to maintain his normal ratio of sales even though his competitor was spending 25 times as nmch for advertising and promotion.
We boxight a full page in the automotive section ol the Sunday newspaper in the area. Then we put the rest of our money into a week-long
44
Mr. Seydel, vice president and director of radio and television, Anderson S: Cairns Inc., New York, explains why numbers are not the only consideration when buying radio. He is of the opinion that "effectiveness in radio depends upon applying common sense to the icealth of figures available."
spot radio campaign to run the week preceding the newsj)aper ad. We never mentioned the name of the product; just told our listeners not to miss the Sunday ad in the automotive section. That's where we could show them what the car looked like. It worked, too!
Most of the products you advertise are what you might call mass products. But, when you examine them a little closer, the audience for any product is selective to a degree, representing a particular segment of the total audience. Either you're aiming primarily towards the housewife with a new wash and wear fabric, or tow-ards the ni;in \\ho wants
a foreign car or towards people who get poison ivy. No matter what the size of your budget, information is always available to help pinpoint this primary group.
Through the station representative, you can get all the information you need to make a decision on any market anywhere in the country. And our experience with station representatives has shown us that they are just as helpful in supplying information for a client spending .| 1,000 as for one spending $10,000 in a market.
The representative can supply all the timebuying tools you can't get yourself. Rates and ratings are easy
U. S. RADIO • March I96»
X