Radio Team Report

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Goals-Schedule

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Advertisements Goals And Schedule

One of the Radio Team members, Mr. Reed, is a retired TV and radio executive with 45 years experience; he has extensive professional background includes writing and scheduling advertisements for radio stations. Mr. Reed was charged with the goal of creating a schedule that would give us maximum exposure, the biggest possible return-on-investment, and stay within budget. His specific goals included:

Cover as many day parts as possible, thereby reaching as varied an audience as possible.
Keep the weekly budget to approximately $1,000.
Use some "big reach" programming as well as lesser rated programming, allowing us some frequency in the messages delivered.
Provide about 3,374,000 impressions over the 13-week flight, for an average cost per thousand (cpm) of $3.29.

Proposed Advertisements Schedule

Mr. Reed developed a 13-week campaign with an alternating-week schedule, allowing our 15-second ads to air at the widest possible variety of NPR programs – 88 announcements that allowed 3,374,000 gross impressions on persons aged 25-54 (Arbitron Summer 2001). This was the proposed 13-week campaign schedule:

Weeks 1, 3, 5, 7, 9, 11, and 13

M, W, F - 9 am to 12 noon - 2nd Cup
M - F - 7 pm to 12 mid - Various
Sat - 7 pm to 12 mid - Prairie, Riverwalk, and Jazz

Weeks 2, 4, 6, 8, 10, and 12

T, Th - 6 am to 9 am

M - F - 4 pm to 7 pm

Sat - 7 pm to 12 mid - Prairie, Riverwalk, and Jazz

Conclusions

The campaign's schedule accomplished our goal of high frequency and "big reach" (airing when the most people were listening) were accomplished (Appendix D, Advertisement Times).
With respect to determining which times/programs worked the best and whether the ads were cost effective, we determined that the more expensive daytime (6am-4pm) advertisements did generate more traffic to the website, but the additional traffic only barely offset the additional expense, as compared to the evening/nighttime's less expensive ads and website traffic ("Website").