Radio Advertising Terms Ken Deo Marketing Genius

Radio Advertising Terms Ken Deo Marketing Genius



all right so now we're gonna do video advertising facts okay radio advertising glossary right so now this is what's going to break down now terminology for radio advertising all right shows me can do la from ground zero reach out to me six forty six forty one nine for zero nine partnerships advertising so now AM Drive does the morning drive that's Monday through Friday typically 6 a.m. to 10 a.m. or more stations may start earlier in some markets afternoon drive as the p.m. drive now that's Monday through Friday from 3 to 7 p.m. Arbitron is the primary radio ratings service ok now listen up this is the average quarter hour persons from pay that's aqh now that's the average number of persons listening to a particular station for at least five consecutive minutes during a 15 minute period or in 15 minutes a person who listens for in these 5 consecutive minutes as counted as a aqh alright that's an average quarter hour person now the average quarter hour rating is an estimate average quarter hour person's expressed as a percentage of the population being measured okay so a million women forty-two listen and 10% of them are a QA chart average quarter-hour persons okay so now we know that you know a hundred thousand on women forty to fifty during this during this day part is you know so am drive or PM drive during this time is listening for at least five consecutive minutes during a 15-minute period okay so now that's the average quarter hour reading okay now audience composition is the demographic profile of the station's audience okay what it makes up this stations audience okay five hundred thousand are women five hundred thousand males you know age groups okay now a veil now that's the commercials position okay where's this commercial going there that's the FL now a billboard already or billboard is when the name mention is given to an advertiser in return for a program station commitment often to a sponsor or of the program okay so you know the sneaker store sponsors and we say their name before we give the news or something like that that's a billboard okay best time available BT a commercials which are scheduled by the stations to run at the best time that's available time okay you know whatever that may be for whatever that stations so the best time for you to schedule that commercial cluster it's a group of stations in the same market under common ownership or sales management okay that's the cluster a combo there's two or sometimes more radio stations usually operated by the same owner in the same market okay so you have a clusters or group of stations in the same market under the common ownership of sales management and then you have a combos two three radio stations usually operated by the same owner in the same okay all right now CPP is the cost per point all right now the cost of reaching an average quarter hour person right the person listens for these five consecutive minister on the 15-minute period the audience of the average quarter hour person's audience that is equivalent to one percent of the population in a given demographic group okay so now the cost of reaching right that a QH person right right and equivalent to one percent of the population so so now in that demographic group there's a million people now one percent of a million would be the the course of reaching that one percent of that million to catch the aqh is the cost per point okay because you're looking for that aqh the average quarter hour person right okay so now calls per thousand the cost of delivering a thousand gross impression so thousand gross impressions and CPM to ms 4000 cost per thousand a CPM okay thousand gross impressions okay the cost of delivering a thousand gross impressions okay coverage area okay so another coverage area is the geographic area covered by the signal of the specific station Minister coverage every cume person's cumulative persons there's the total number of different persons who listen to the radio station during a day part for at least five consecutive minutes okay so the aqh during the day part the total number of the different people so not just one demographic with all the different people then listen to the radio station during the a.m. drive or PM drive waiting for the day part the midday the evening the people that listen for these five consecutive minutes all right that's to kill the person all right so the day part it's the time segment into which a day is divided four by four the purpose of selling advertising time primary day parts are mourning the a.m. drive midday afternoon or p.m. drive and the evening all right so you have the morning a.m. drive the midday if the afternoon p.m. drive and then you have the evening right okay now demo on target demo right that's the age group and the makeup of the audience that you wish to receive your product or service message right so that's the demo females you know 30 to 40 right okay equal distribution right an equal rotation basically kind of sort of means the same thing ensuring that commercials are scheduled to run in a broad time period or a combination of time periods getting equally distributed across each time period you know something like two times in the morning two times in the evening you know like one time before the main show one time after the main show you know one time doing the morning show one time at the end of the morning show and just you know doing equally right to other day okay equal rotation usually refers to ensuring that commercials are scheduled to run a broad time period or combination of time periods and get equally distributed across each time period that's the same thing basically has equal distribution so equal distribution equal rotation very similar evening day part the evening is Monday through Friday from 7:00 p.m. to midnight the fixed position is the commercial schedule to run on the precise time or commercial schedule to run within a specific program you know like the commercial that runs right before the the news or something like that right every day right before the news this will this commercial will play all right flight advertising agency scheduling concept that alternates periods of advertising activity with periods of no accidents right so when you're gonna love some commercial and when you're not gonna launch the commercial all right those are the flights so the flight dates as the starting to end dates of an advertising campaign okay so from you know January 1st until December 31st is started ending of the advertising campaign right that's what we talked about you're talking about doing 12-month campaigns nationwide at least within the ten majors throughout the United States right so we're talking about right New York Pennsylvania Boston Chicago California Florida Atlanta right um Texas alright so uh where were we flight date since I started end date to the advertising campaign frequency is the average number of times the same person will hear commercial so you know you want to increase your frequency so you're doing at one times at one time a day or two times a day we wanted to do it ten times a day I'm gonna increase the average number of times the same person will had a commercial right so we want to increase the frequency right now front load furloughed refers to creating a schedule that tends to place more commercials on days of the week and have less demand alright so you clean the schedule it tends to place more commercials on days of the week to have less demand so I don't know what day that would be in particular I'm sure it's different for everybody for different reasons alright makes me the most sense the place gross impressions the sum of the average quarter our persons aqh now the aqh audience for all commercials in the given schedule the total number of times a commercial will be heard over the course of a schedule so the sum of the average quarter our persons audience right for all commercials in the given schedule the total number of times a commercial will be heard over the course of the schedule alright so how many times your commercials on the plane over the course of the schedule right and how many viii aqh audience it's going in and in the schedule is going to listen to this commercial right so we put that together to some of that will give us our gross impressions right gross rating points to GRPs is the sum of all rating points achieved for a particular commercial schedule right then we have live read announcement is read live on air by station personality right that's a live read then you have the local marketing agreement the LMA it's an arrangement where one station our owner take sales responsibility for the commercial time on another station that it does not own okay so I know that my client wants to advertise all throughout and I can get other stations that I doing own to work with me you know I handle the sale basically and put that ad on all the stations you know so they don't have to go to all the other stations they just go to me and I go to the other stations okay so now another thing partners midday the midday is Monday through Friday from 10 a.m. to 3 p.m. okay morning drives the a.m. drives net reach now the number of different people that will hear the commercial at least one time the net reach number of different people that move here the commercial at least one time the optimum effective scheduling oh yes some effective scheduling advertising purchasing concept designed to reach the majority of stations audience three or more times in the week by distributing commercials evenly Monday through Sunday from 6:00 a.m. to midnight okay so that's the optimum effective scheduling right so you want to reach the majority of the station's audience three or more times in a week right so you distribute your commercials evilly Monday through Sunday from 6:00 a.m. to midnight that is your optimum effective schedule now piggyback piggyback is too commercial scheduled to run back-to-back purchase by the same advertiser okay that's a piggyback now PM drive PM drive it's the same thing like the afternoon Drive now preemption and preemptable the displacement of a scheduled commercial and now it's been a favor of a higher priced commercial for some other reason you know something these guys paying more I was hooking you up so you know what I gotta get these guys a slot Rep short for representative the station Account Executive who serves a local advertiser or agency that's the rep okay run of schedule our OS commercials scheduled to run across multiple day parts and multiple days usually Monday through Friday 6:00 a.m. to 12:00 midnight okay that's the run of schedule that's the commercials then scheduled and run across multiple day parks and multiple days usually Monday through Friday 6:00 a.m. to 12:00 midnight okay rotation rotation is the distribution of commercials across a section of days and hours within the purchase time period as the rotation as the distribution of commercials across a section of days and hours within the purchase time period simulcasts went to a more radio station broadcast the same program and the same commercials at the same time okay sponsorship sponsorship is the purchase of a radio program or a specific feature this thing is great people need to use this more if your company wants to sponsor give me a call six four six point one nine four say well not you need to get out there alright so you know advertising radio advertised on the internet advertised on television advertising on Billboard's advertised on the bus do it all with me 6 4 6 4 8 1 9 4 0 9 ok trade shows I don't know what it is you need we gotta talk about that I'm sure I can figure it out we have to talk though you know I don't know what you need why because I let speak to you yet give me anything you know sponsorship ok all right told my top of mind awareness achieving a high level of recognition with a specific audience ok so we want to get that lunchtime crowd we have the best microwave dinner we want to have the lunchtime crowd we I don't know for the whole yeah every lunch break three times a lunch break from 12 o'clock or from 11 o'clock to 2 p.m. we're gonna blast this commercial five times you know that lunchtime crowds gonna know who we are at the end of the year they're gonna know who we are they're gonna be singing our jingle you know do some digital stuff we're gonna get on their digital even want to do some you know you're gonna do some brand-new bachelor stuff you know get the personalities you know to do a billboard for us all right turn now that's DOMA total audience playing tap total audience plan an advertising schedule that places ads in a pattern that utilizes all station theme parts for maximum station audience exposure that's what you want to do you want to do a total audience plan that's your advertising schedule it's gonna put ads in a pattern that's gonna utilize all station day parts morning midday afternoon evening you're gonna get maximum station audience exposure that's what you need to do that's what you need to do nation why give me a call six four six forty one non fortune or not alright so I'm the marketing genius is me all right here we go target demo target demo I an age group or audience makeup that you target with your commercial message okay you guys know target demo all right you know women 24 to 36 right at lunch crying lunchtime proud women 24 to 36 that's the target demo all right so use this station it reaches the most women we're gonna do it on West farm and you're gonna reach it demographic you know what use this personality women really listen to this personality and look up to this personality let this personality do a billboard but more lively right okay total survey area and the TSA like you're taking the flag the TSA family memorable flight minutes right okay total survey area geographic area that encompasses the metro survey area and may include additional counties located outside the Metro survey area which meet certain listening criteria okay so that's the total survey area okay where we're gonna reach right we're gonna get the metro survey area and additional counties outside the metro service area possibly and you know and this is the area we're gonna reach out to because they're listening to this type of music and we know that people who listen to this type of music hang out at this nightclub and they will wear this type of so that's that unit right a unit what is that as one commercial message regardless of length all right so yeah shout out to advertising facts comm go to them go to them right give you radio advertising facts all right that was a glossary there's a little of facts says the Golden Age of social medias massive failure so yeah man I like this advertising facts so we're going through this other stuff later check it out but um yeah so we just did the glossary you can find it there advertising facts come on me can do live from Ground Zero marketing genius okay reach out to me if you have a business and you want to get your message out there to more people we can figure it out any type of business you can forget it out give me a call six 46:41 not 4:09 text me and Shannon to underground convention calm shout out the two-on-two tour.com shallots a house roller dark arm trying to lash on blush stock hung hung up the face parlor calm okay it's one of this man like comment subscribe share and I'm just trying to keep hitting you guys with more and more content we have cartoons on the way and all the other stuff that you like to uh to get from us alright so during the day you could do it you could you can make it happen just make a list check it twice make it happen alright

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