LR-ADKIT-Napoleon-Branding-Booklet

Advertising Kit
HOW TO PLAN SALES & ADVERTISING
Radio
Like television, radio stations must subscribe to a ratings service to find out how big their audiences are. Radio stations
receive reports that detail the size of their audiences for specific demographic breaks. Radio advertising has a big
advantage in that it has a high frequency of messages. Radio ads cover a large area quickly at a relatively low cost.
By selecting when the ads will be played, you can determine who will be listening to them. Choose a time in which
your target audience will be listening. Also, different radio stations appeal to different market segments, choose the
appropriate one. Combining your ads with radio programs, on air contests and promotions, you can better attract the
attention of your consumer. Radio ads aren’t easily avoided by radio listeners, making your message unavoidably heard.
Negative features of radio ads are costs per ad, especially if the target consumer is not reached.
Television
TV ads hit the largest number of people of all the media vehicles. Visuals are the strong point of television, products can
be in action. Television, like radio, can be targeted towards the target market by selecting the correct channel and show
time. Certain programs on television may even revolve around your product, meaning the audience is already interested
in the product. Television also has it’s drawbacks. An example is the high price tag per showing, as well, the possible
inaccuracy of reaching your target market. Television stations know the size of their audience by the Nielsen ratings.
Nielsen ratings is a television research giant who has attached the famous black boxes to a random sample of TV sets
in the 30 largest markets, giving stations a fix on the size of the TV audience 365 days a year. You will hear TV ad sales
representatives talk about ratings, shares, HUTs, and PUTs. All those terms can be translated into simple numbers like
newspaper circulation figures.
Newspaper
Advertising in the local newspaper is the traditional way of communicating to potential consumers. The basic measure
of a newspaper’s power as an ad medium is its circulation. It’s the easiest number to track (number of papers printed
less returns); most papers certify their circulation figures. Newspapers are great for reporting on community events and
tend to be shopping guides for local people. Local newspapers are easy to advertise in and tend to be less expensive
than other media vehicles. Newspaper can pre-sell an item if advertised properly. Prices of newspaper ads can be
controlled by the size of ad you chose to use and the frequency of insertions.
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