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White Papers
Radio Ad Lab White Paper #1: Radio Ads and Product Sales
(Published January 2003)
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Radio Ad Lab White Paper #2: Estimating the Benefit of Adding Radio
(Published May 2003)
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Radio Ad Lab White Paper #3: Radio Ad Effectiveness Depends On Execution
(Published March 2004)
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| Current Guidelines for Beer Advertisers |
Several articles have been written in the last month that addressed and debated the decline of the
U.S. beer business. Younger 21-27-year-old drinkers are changing their consumption habits to spirits, and this percentage increase has been on the rise since 1999.
Today, the more than 1,600 breweries in the U.S. are responsible for billions of dollars that flow each year through channels of American trade and commerce. Beer distribution in the U.S. is subject to extensive laws and regulations, enforced by federal, state, and local governments. The Beer Institute encourages all with whom brewers do business to adhere to the law, as well as the voluntary Advertising and Marketing Code, which is provided annually to the independent distributors that sell their products.
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Brand Positioning Explored Part 1 & 2
Brand Positioning Explored Part 3
Brand Positioning Explored Part 4 |
The act of brand positioning is the linchpin of an effective communications plan. It provides not only consumer salience in motivating specific brand choice, but also acts as a brand compass in determining the direction of all marketing disciplines, including creative, media, promotion, POS, merchandising, etc. Without solid positioning, a business or organization ends up speaking with many different voices, saying nothing and going nowhere. Unfortunately, the lack of meaningful positioning is oftentimes the norm and the
instigator to the blind development of advertising that, in turn, results in campaigns that are entirely at the mercy of luck and chance in generating the desired results.
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| An Industry White Paper: HD Radio |
HD Radio™ is a new technology that enables AM and FM Radio stations to broadcast their programs digitally, a tremendous technological leap from today's familiar analog broadcasts. These digital broadcasts provide listeners with radically improved audio quality and reception and new data services. Signal fading, static, hisses, and pops are a thing of the past. Data services such as displayed song and artist information, weather and traffic alerts, and much more will revolutionize the way consumers experience AM and FM Radio. And, as always,
it’s FREE.
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| An Industry White Paper: Cable TV |
When cable television entered the scene more than two decades ago, no one could have forecasted the 82 percent penetration of television homes achieved by 2001. In 2003, during prime time, ad-supported cable outdistanced the seven broadcast networks combined by 3.5 million homes.
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| An Industry White Paper: Newspapers |
The recently discovered, falsely inflated circulation claims of Newsday, the Dallas Morning News, and the Chicago Sun-Times has sparked the Securities and Exchange Commission to seek information on circulation practices from more than half a dozen newspaper companies. How this inquiry will affect the newspaper business and its advertisers is still relatively unknown, but it is important for Radio
executives to understand the issues and possible competitive implications of this situation.
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