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Advertising is a MUST! In today’s competitive business environment, businesses must use some form of advertising to make customers aware of their products and services. Media selection is an important aspect of the marketing mix and must receive your full attention. Investing in advertising is a “must,” not a “should.” The question isn't whether or not you should advertise, you must if you want your business to succeed.
Marketing (which includes advertising) is not an expense; it is an investment in your business's future. Therefore you must gather as much information, and then plan your strategy. Media buying is not as simple as putting an ad in the paper and hoping for an increase in business. Why? Because the people who read the paper may not be your target market.
Chase Rainer Media can launch your advertising campaign (TV, radio, billboard, magazine, etc.) from inception to flawless media execution with speed and confidence. Our suite of capabilities includes everything from big-picture strategy to the daily details of buy management. The media planning and buying services are informed and supported by the most powerful and sophisticated resources in the business.
Every effective advertising campaign requires a clearly defined target audience to be reached by your message. This includes:
Once the target audience is defined, the media plan should be capable of maximizing frequency with your target through cost-efficient buying.
As a result of programming strategies designed to attract consumers within tightly defined demographics, radio is a cost-efficient medium for reaching your target consumer. Any demographic group targeted by your company can be reached effectively by analyzing radio and television ratings and the type of programming aired by a station.
Early News:
Half-hour infomercials have become a popular format. The major problem associated with buying this time is the limited number of available time slots offered by most TV stations.
Radio stations sell time by appealing to the advertiser’s need for concentrated, narrow demographics. By judging the station’s format and analyzing the rating demographic data, radio buys can be made extremely cost-efficient. Radio is effective to reach defined geographic targets. It is a localized medium and concentrates in a tight geographic region. The following is a brief overview of some of the most popular radio formats to help focus on the advantages of using radio for your advertising. Not all of these formats may be available or perform in your area.
Mainstream Contemporary Hit Radio: (Top 40)
Rhythmic Contemporary Hit Radio: (Hip Hop)
Adult Contemporary Format:
Urban Adult Contemporary Format:
Christian Format:
Oldies Format:
Alternative / Active Rock Formats:
Classic Rock Format:
Mainstream / New Country Formats:
Classic / Legends Country Formats:
High ratings, reaches commuters and people at home.
On radio, 60-second commercials are actually more cost effective than are 30's. The cost difference between a 30 and a 60 on radio is not doubled. The actual percentage will vary between stations, but 60-second spots usually cost only between 25 and 35 percent more than the same 30 and, in some cases, a 60 is the same price as a 30.
Outdoor targets those people who are your most likely prospective customers and serves as a constant reminder of your product or service, repetition, or brand. People can't "switch it off" or "throw it out." Your consumer is exposed to it whether they like it or not. In this sense, outdoor advertising truly has a "captured audience." Outdoor can be an effective part of your media mix.
Your ad is being seen all day, everyday. Some things to remember: Use few words, large illustrations (or photos); bold colors and simple backgrounds will create the most effective outdoor advertising messages.
Rotary programs offer a way to reach a greater percentage of prospective customers in a cost efficient manner.
The poster program is a more cost effective form of outdoor advertising. Posters (small billboards) are a flexible way to reach a large number of prospective customers in a short period of time with your message.
Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom. Or you can reach rural areas efficiently by placing a billboard in each small town.
Some things to remember when you are considering outdoor: the availability of boards varies substantially from city to city. Outdoor has low attention levels because exposure is usually involuntary and brief. Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a reader's time. Only a limited amount of information can be communicated on outdoor boards. 95 percent of the time, either the message or the audience is in motion.
product can be seen; color is sometimes available. Coupons or inserts are available. As a daily medium, advertisers can pick any day of the week to deliver messages.
Newspaper advertising does have negatives. The daily circulation has not kept pace with the population growth. Ad clutter: most newspapers are up to 65% advertising. Newspapers have a one-day shelf life. Circulation doesn’t necessarily mean ad readership. Newspaper doesn’t effectively reach 18-34 year-olds, out-of-home, and in-car audiences. In some cities, newspaper circulation is as low as 60% of households compared to 98% saturation of TV and radio.
As with newspaper, magazine advertising also has negatives. Long lead times to get your ad placed and artwork delivered to the publication. Because ads in magazines are not immediate, they take more planning. Often, an ad for a monthly magazine must be prepared at least a month in advance of publication, so ads detailing prices and items have to be carefully crafted to insure accuracy.
Most magazines are passed along by the initial reader. (Most reach 3 or more.) It usually takes a long time for magazines to reach their total audience. Estimates indicate that 60% of the total audience of a weekly magazine is reached in the first week. After four weeks, 98% of the total audience is reached. Ad clutter: although not as high as newspapers,
most magazines are nearly 50% advertising. Limited availability of prime positions (covers, opposite table of contents, etc.).
The general rule is that you can run the same ad 3-5 times within a campaign period before its appeal diminishes. This “rule” applies to magazine advertising as well, even with a monthly publication. So it makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully repeated. Be cognizant that you often tire of the ad before the audience does.
TV and radio:
Chase Rainer Media balances three factors.
Outdoor:
We assess the demographic of the traffic counts for each location and cross-reference it to your target to ensure maximum impressions. We work with you from beginning to end to develop creative that hit the bullseye.
Newspaper and magazine:
We search out publications that reach your target. As with outdoor, from concept to creative to delivery, it’s handled.
With all the media options available today, you need Chase Rainer Media to put together a plan that maximizes reach and frequency, so you get the best results for your product. When you do it on your own, it’s next to impossible to figure out what works and what doesn’t, and you will probably end up paying too much. Chase Rainer Media has access to information to secure the best rates and the optimal level of media clearance. Put Chase Rainer Media to work for you!
Marketing (which includes advertising) is not an expense; it is an investment in your business's future. Therefore you must gather as much information, and then plan your strategy. Media buying is not as simple as putting an ad in the paper and hoping for an increase in business. Why? Because the people who read the paper may not be your target market.
Chase Rainer Media can launch your advertising campaign (TV, radio, billboard, magazine, etc.) from inception to flawless media execution with speed and confidence. Our suite of capabilities includes everything from big-picture strategy to the daily details of buy management. The media planning and buying services are informed and supported by the most powerful and sophisticated resources in the business.
The Chase Rainer Media
Guide to Advertising
These are things that will help you understand each medium, so together with your Chase Rainer Media partner, you can make an informed decision how, when and where to advertise your business.Guide to Advertising
Target Audiences
Every effective advertising campaign requires a clearly defined target audience to be reached by your message. This includes:
- Gender
- Race
- Age
- Household income
- Current clientele
Once the target audience is defined, the media plan should be capable of maximizing frequency with your target through cost-efficient buying.
DemographicsOne effective means Chase Rainer Media uses to reach your target audience is by demographics. Your target audience is usually defined in demographic terms by the advertiser.
As a result of programming strategies designed to attract consumers within tightly defined demographics, radio is a cost-efficient medium for reaching your target consumer. Any demographic group targeted by your company can be reached effectively by analyzing radio and television ratings and the type of programming aired by a station.
The Media Mix
TelevisionTelevision is the prime medium for delivering the campaign's advertising message. The large size of the audience tends to result in relatively broad demographics for most television programs. You should go beyond demographics and consider the content and nature of the TV programs you are considering. As a result of its large audience, TV is an excellent method of delivering your advertising message. TV is excellent for reaching an overall audience.
Television DaypartsThe television broadcast day is divided into sections that are called dayparts. Advertising time is placed in programs that fall into these dayparts. The following is an overview of television station dayparts:
Early AM:
- Local news, network news and information programs (GMA, Today).
- Syndicated talk shows, game shows, soaps.
- Syndicated talk shows, sitcoms, and tabloid TV programs.
Early News:
- 6pm local new, network news.
- Syndicated sitcoms, game shows, and tabloid TV programs.
- High ratings, cost-efficient reach, varied viewer profiles.
- Local spots sold in adjacent time slots between network programs.
- 10pm or 11pm local news.
- Network late night programs, syndicated sitcoms.
TV generally accepts 10-second, 15-second, 30-second commercials. 60-second spots are an effective way of communicating a deeper message to the consumer but cost twice the amount, or more, for the same time slot as a 30-second ad. Some TV stations / networks do not accept 60-second commercials.TV Commercial Formats
Half-hour infomercials have become a popular format. The major problem associated with buying this time is the limited number of available time slots offered by most TV stations.
RadioThe major advantages of radio are that airtime is relatively inexpensive compared to TV, and it provides much tighter targeting than is possible on television. Radio stations employ formats, or types of programming, which are designed to attract a narrower audience than is possible with television. Radio formatting helps you target the exact audience you desire. Arbitron Ratings company statistics show that 93% of consumers are reached by radio everyday.
Radio stations sell time by appealing to the advertiser’s need for concentrated, narrow demographics. By judging the station’s format and analyzing the rating demographic data, radio buys can be made extremely cost-efficient. Radio is effective to reach defined geographic targets. It is a localized medium and concentrates in a tight geographic region. The following is a brief overview of some of the most popular radio formats to help focus on the advantages of using radio for your advertising. Not all of these formats may be available or perform in your area.
News / Talk / Sports:Radio Formats
- Gender: 45% Female / 55% Male
- Strong Ratings - News / Information / Sports - Broad demographics
- Target Audience: 25 - 54
Mainstream Contemporary Hit Radio: (Top 40)
- Gender: 65% Female / 35% Male
- Can be NON-Family Friendly - Young
- Target Audience: 12 - 34
- Very Popular - Most listeners 30 and under.
Rhythmic Contemporary Hit Radio: (Hip Hop)
- Gender: 50% Female / 50% Male
- Ethnic Leaning - NON-Family Friendly - Young
- Target Audience: 12 - 34
- Popular - Most listeners 30 and under.
Adult Contemporary Format:
- Gender: 75% Female / 25% Male
- Strong Ratings - Family Friendly - Broad demographics
- Target Audience: 25 - 54
Urban Adult Contemporary Format:
- Gender: 65% Female / 35% Male
- Strong Ethnic Ratings - Family Friendly - Broad demographics
- Target Audience: 25 - 54
Christian Format:
- Gender: 70% Female / 30% Male
- Strong Ratings - Family Friendly - Broad demographics
- Target Audience: 25 – 54
Oldies Format:
- Gender: 45% Female / 55% Male
- Older Audience – Mostly 45 +
- Target Audience: 35 - 64
Alternative / Active Rock Formats:
- Gender: 30% Female / 70% Male
- Young - NON-Family Friendly - Most listeners 30 and under
- Target Audience: 12 - 24
Classic Rock Format:
- 25% Female / 75% Male
- Strong Ratings - Broad demographics
- Target Audience: 25 - 54
Mainstream / New Country Formats:
- 70% Female / 30% Male
- Strong Ratings - Family Friendly - Broad demographics
- Target Audience: 18- 54
Classic / Legends Country Formats:
- 30% Female / 70% Male
- Strong Ratings - Family Friendly - Broad demographics
- Target Audience: 25 - 54
The radio broadcast day is also divided into sections that are called dayparts. Advertising time is placed in dayparts. The following is an overview of radio station dayparts:Radio Dayparts
- AM Drive: (6 a.m. – 10 a.m.)
- Midday: (10 a.m. – 3 p.m.)
- PM Drive: (3 p.m. – 7 p.m.)
- Night / Evening: (7 p.m. – 12 a.m.)
Radio accepts 5- seconds, 10-second, 15-second, 30-second and 60-second commercials. Just as in TV, some radio stations / networks do not accept all of the above mentioned lengths.Radio Commercial Formats
On radio, 60-second commercials are actually more cost effective than are 30's. The cost difference between a 30 and a 60 on radio is not doubled. The actual percentage will vary between stations, but 60-second spots usually cost only between 25 and 35 percent more than the same 30 and, in some cases, a 60 is the same price as a 30.
OutdoorWhen people think of outdoor advertising, they usually think of the colorful billboards along our streets and highways. Included in the "outdoor" classification, however, are benches, posters, signs and transit advertising (the advertising on buses, subways, taxicabs and trains).
Outdoor targets those people who are your most likely prospective customers and serves as a constant reminder of your product or service, repetition, or brand. People can't "switch it off" or "throw it out." Your consumer is exposed to it whether they like it or not. In this sense, outdoor advertising truly has a "captured audience." Outdoor can be an effective part of your media mix.
Your ad is being seen all day, everyday. Some things to remember: Use few words, large illustrations (or photos); bold colors and simple backgrounds will create the most effective outdoor advertising messages.
Rotary programs offer a way to reach a greater percentage of prospective customers in a cost efficient manner.
The poster program is a more cost effective form of outdoor advertising. Posters (small billboards) are a flexible way to reach a large number of prospective customers in a short period of time with your message.
Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom. Or you can reach rural areas efficiently by placing a billboard in each small town.
Some things to remember when you are considering outdoor: the availability of boards varies substantially from city to city. Outdoor has low attention levels because exposure is usually involuntary and brief. Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a reader's time. Only a limited amount of information can be communicated on outdoor boards. 95 percent of the time, either the message or the audience is in motion.
NewspaperNewspaper is a traditional form of media. Newspapers have an image of credibility, and they are widely accepted. Newspaper reaches large audiences (mostly 35 and older). Newspaper advertising is useful for detailed messages. You can include location hours, prices, credit info, etc. Newspaper is tangible: ads can be torn out and saved. Specific sections (sports, auto, and food) can target specific customers. Visual impact: your
product can be seen; color is sometimes available. Coupons or inserts are available. As a daily medium, advertisers can pick any day of the week to deliver messages.
Newspaper advertising does have negatives. The daily circulation has not kept pace with the population growth. Ad clutter: most newspapers are up to 65% advertising. Newspapers have a one-day shelf life. Circulation doesn’t necessarily mean ad readership. Newspaper doesn’t effectively reach 18-34 year-olds, out-of-home, and in-car audiences. In some cities, newspaper circulation is as low as 60% of households compared to 98% saturation of TV and radio.
Many of the same principles that apply to newspaper advertising also apply to magazine advertising. Magazines are very effective at reaching specific target-audience segments. Ads have an extended life and allow a customer to cut out the ad to save it. Readers tend to read magazines at more than one sitting, so an ad will have more than one opportunity to be read. Magazine ad reproduction is very high-quality and conveys a positive image.
Magazine
As with newspaper, magazine advertising also has negatives. Long lead times to get your ad placed and artwork delivered to the publication. Because ads in magazines are not immediate, they take more planning. Often, an ad for a monthly magazine must be prepared at least a month in advance of publication, so ads detailing prices and items have to be carefully crafted to insure accuracy.
Most magazines are passed along by the initial reader. (Most reach 3 or more.) It usually takes a long time for magazines to reach their total audience. Estimates indicate that 60% of the total audience of a weekly magazine is reached in the first week. After four weeks, 98% of the total audience is reached. Ad clutter: although not as high as newspapers,
most magazines are nearly 50% advertising. Limited availability of prime positions (covers, opposite table of contents, etc.).
The general rule is that you can run the same ad 3-5 times within a campaign period before its appeal diminishes. This “rule” applies to magazine advertising as well, even with a monthly publication. So it makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully repeated. Be cognizant that you often tire of the ad before the audience does.
How Chase Rainer Media
Plans Your Media Buy
Plans Your Media Buy
TV and radio:
Chase Rainer Media balances three factors.
- REACH: Reach is how many different viewers/listeners will be exposed to your advertising message.
- FREQUENCY: Frequency is when the same viewer / listener sees or hears your ad more than once, then the message is building frequency, or repetition. Frequency indicates the number of times the consumer is exposed to your ad.
- RATINGS: Ratings, which dictates the cost-efficiency of different dayparts, programs, and stations.
Outdoor:
We assess the demographic of the traffic counts for each location and cross-reference it to your target to ensure maximum impressions. We work with you from beginning to end to develop creative that hit the bullseye.
Newspaper and magazine:
We search out publications that reach your target. As with outdoor, from concept to creative to delivery, it’s handled.
With all the media options available today, you need Chase Rainer Media to put together a plan that maximizes reach and frequency, so you get the best results for your product. When you do it on your own, it’s next to impossible to figure out what works and what doesn’t, and you will probably end up paying too much. Chase Rainer Media has access to information to secure the best rates and the optimal level of media clearance. Put Chase Rainer Media to work for you!
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"The person who saves money by not advertising
is like the man who stops the clock to save time."
is like the man who stops the clock to save time."