 |
Greater Atlanta
Unitarian
Universalist
Congregations
|
|
|
 |
|
Advertisements Goals And ScheduleOne 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 ScheduleMr. 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
- Morning Edition
- M - F - 4 pm to 7 pm
- All Things, Market Place
- 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").
|
|
|
|