Our TOMA (Top-of-Mind Awareness) Surveys consistently and convincingly prove radio’s effectiveness, but occasionally a ‘good’ radio advertiser does not fare well in the survey.<\/p>\n
On those rare occasions, we dig deeper to help the advertiser create a campaign that works. We begin the process by capturing the local knowledge of the radio account executive.<\/p>\n
Very often the account executive will say, “They bought our branding campaign.” When we ask about their ‘branding campaign’ they’ll usually say something like, “It’s six spots a day for 52 weeks.”<\/p>\n
That’s not branding!<\/p>\n
That may explain the reach and frequency of the advertiser’s message, but it’s the message itself that establishes the brand and the results. The good news is we can always find the reason an advertiser’s campaign did not help them capture TOMA (Top-of-Mind Awareness) and we’re doing them a huge service by focusing on a message that will achieve their objectives in the future.<\/p>\n
We’re speaking at the RAB\/NAB Radio Show in Austin next week. If you’re there, please introduce yourself. We welcome the opportunity to meet our ENS on Sales readers.<\/p>\n","protected":false},"excerpt":{"rendered":"
Our TOMA (Top-of-Mind Awareness) Surveys consistently and convincingly prove radio’s effectiveness, but occasionally a ‘good’ radio advertiser does not fare well in the survey. On those rare occasions, we dig deeper to help the advertiser create a campaign that works. We begin the process by capturing the local knowledge of the radio account executive. Very […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[258,168,364,190],"class_list":["post-1239","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-branding","tag-campaign","tag-message","tag-objectives"],"yoast_head":"\n