Personality Endorsements
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Radio, with its human voice to convince, can be used as a branding medium.

• Citigroup believes in Radio's strengths. According to John Mittnacht of Citigroup: "Brands are consumed locally; Radio influences local behavior better than any other medium…" (Source: RAB NY Radio Forum)

Advertisers use DJ endorsements to build trust, and drive business and website traffic.

• ING Direct used this tactic and experienced a record number of accounts opened in one day - incremental accounts per day up 353 percent. (Source: RAB ING Case Study)
• Fletcher Whitwell, corporate media director for R&R Partners, said he saw a recent mid-six-figure buy for Las Vegas Tourism across eight major markets over-deliver on impressions and ratings, thus prompting the advertiser to re-up its investment with those stations (Source: AdAge 10.26.09)
• According to Pamela El, State Farm's VP-marketing, the "50 Million Pound Challenge" website saw spikes upwards of 10,000 to 12,000 people whenever personality Steve Harvey mentioned it on-air, a sign that his active following was engaging with the program in real-time. (Source: AdAge 10.26.09)

Radio and DJ endorsements are great at reaching a large number of consumers and getting them to your store.

• Vernon Powell Shoes attributes Radio's "voices" as a traffic driver to their retail locations.(Source: Footwear News 5.09)

Host endorsements typically drive a 400% increase in response over non-endorsed spots. (Source: Robinson Radio Networks)

David West, CEO of Hershey's, attributes Hershey's earnings success in substantial measure to its use of Radio. The brands have successfully used Radio to tie retailers into on-air contests, programming and DJ endorsements as well as managing local events and station appearances at retail. Radio spend has nearly doubled and is derived from a shift from online, newspaper and outdoor spending. Endorsements brought to life a number of different ways, customized by brand: Authentic chatter inside their shows Personal experiences conveyed to listeners Recorded commercials and PSA's On-air mentions/billboards/promos Interviews