November 05, 2010
In Radio Advertising it Pays to Ask The Right Questions
Which is a larger predictor of success - the demographic being targeted or the markets being aired in.
Over 75% of new clients come to us asking "which markets are you going to run in?". The belief is that the market is a big determinant of campaign performance. And of course there are some geographic variations - we all know our nation is not homogeneous in many respects.
But it turns out these differences are WAY less important than something else. And this is a near universal misunderstanding - that the market/region impacts or predicts performance better than ... the demographic being targeted.
In radio advertising the way we target a demographic is through radio formats. This is the "secret weapon" of direct response radio advertising and why it drives much MORE qualified leads than even direct response TV due to its shotgun approach.
While there are some - some - differences in consumer behavior from region to region, in general a station's format is one of the largest indicators of performance.
So remember, demographic targeting trumps geographic targeting nearly every time.
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My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman