A seminar intended for local advertisers and advertising agencies who want to maximize
the performance of their radio campaign.

> seminar's information


The current situation

• The regional and national radio environments
• Sales houses and advertising pools
• Understand surveys and know how to interpret data
• Exploit the assets of radio as a media
• Glossary and legislation

A reminder of the basic notions of local advertising

• Positioning, Top of mind, USP
• Identify the behavior of your best prospects
• Emerge from the general advertising clutter
• Radio in mix media

How do you program radio spots?

• Chose the right station(s)
• How do media planners work?
• Repetition, OTH, cume and optimal GRP
• Horizontal, vertical and dominant programming
• Position spots near the purchasing point
• Strategies and campaign duration
• Evaluate returns on investments

How do you produce more creative and compelling messages?

• How do we listen to radio?
• Connect listeners near the purchasing point
• Write spots that work
• Juggle emotions and logic
• No clichés nor mnemonic tricks
• Production studios
• Games, contests, live shows, infomercials
• Links, useful contacts, documents