all you are going to hear is the “F” word,
it bears repeating the “F” word,
over and over again, the “F” word, the “F” word, the “F” word
until it sinks in it’s all about frequency frequency frequency.
Get the message?
It’s a good bet that those who read to the end of this article will spend additional time thinking about the “F” word and the enormous impact it has on your advertising efforts.
In what could be good news for radio if auto sales translate into auto advertising, Toyota experienced its first monthly sales increase since April, and joined Chrysler and Nissan in exceeding analysts’ estimates.
Toyota car sales increased in November by 6.7% to 138,000, while Chrysler sales skyrocketed by 45% to 107,000 and Nissan increased 19% to 85,000. Truck sales also showed strength, boosted by demand for Ford F-Series Trucks and GM Silverado pickups.
Automotive Advertising has traditionally provided radio with major advertising dollars, but in the most recent Media Monitors survey, Chrysler Jeep Dodge was the only Automotive Top-10 advertiser, coming in at #9. (NET NEWS 11/28). No other car manufacturer was in the Top-10 for the previous week as well.
It could be the end of the tag line The Power to Surprise because at the rate Kia is racking up the awards, one might say, Not surprising at all. Kia Optima Hybrid Named Top 10 Car of the Year by the Hispanic Motor Press Association.
Representative Mike Kelly (R, PA 3rd c.d.) and fellow Kia dealer lays out his colleagues in lavender he was justifiably incensed and when he declared that he was speaking as an American, not a republican or democrat, he obviously means it. Our policies make Houdini look like an amateur. Click the link for the full five-minute dress down of the committee.
An effective radio spot must grab the listener’s attention and be repeated enough times to imprint your message.
Content is your core message; your hooks. Match your hooks to make, model, availability and demographics.
Creative varies, content is constant [remember to match your hooks all around]. A clear message consistently delivered, works perfectly for today’s buyer.
Consistency. Plan your radio flights and stick to them. People tend to listen in at the same time every day. If you’re jumping around the clock, achieving frequency will become problematic, you might extend reach, but frequency is the key.
Constituency is the demographic for your product. But always keep in mind that the lines between demographic groups are not solid and straight, but in reality are a little bent and fuzzy.
