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How They Sell Against Us

Advertising Purpose. To create an equity position" in the minds of prospective customers.. Radio Attack is a Flanking Maneuver:. A marketing attack whose intention is to take only a portion (not all) of the target's business or customers.Create distinct separate lines between types of consumers..

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How They Sell Against Us

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    1. “How They Sell Against Us”

    2. Advertising Purpose To create an “equity position” in the minds of prospective customers.

    3. Radio Attack is a Flanking Maneuver: A marketing attack whose intention is to take only a portion (not all) of the target’s business or customers. Create distinct separate lines between types of consumers.

    4. Radio Attack is a Flanking Maneuver: Overall Positioning 2 types of buyers: “Now Buyers” “Future Buyers”

    5. Radio Attack is a Flanking Maneuver: Newspaper cannot reach ALL prospects effectively because prospects are not “Now Buyers”. Newspaper can not create an “equity position” by itself prior to consumer becoming a “Now Buyer”.

    6. Radio Attack is a Flanking Maneuver: Radio can help create an “equity position” prior to consumer becoming a “Now Shopper”. Radio can give great frequency. Radio is multi-dimensional: Promotions, tie-ins, theatre of the mind, etc.

    7. Radio Attack is a Flanking Maneuver: Overall Positioning Newspaper: A rather passive medium & not a motivational medium. A place for shoppers to compare price “after” deciding to buy.

    8. Radio Attack is a Flanking Maneuver: Overall Positioning Radio (& Television): intrusive mediums and active mediums. Move “Future Buyers” to become “Now Buyers”

    9. How To Use Newspaper Recommend if price is “THE” main consideration of purchase. Motivated buyers will find your ad regardless of size if located well (classifieds for cars, biz section for CD’s, etc.).

    10. How To Use Newspaper Important to advertise where your competitors do and create “draw” for a “Now Shopper” who is shopping “price”. Bigger is not better, as long as ad is in the right place at the right time.

    11. How To Use Radio Reduce size of Newspaper ad(s) Use intrusive media (Radio) to reach more potential customers before they decide to make a purchase.

    12. How To Use Radio A “position” can be created in “Future Buyers” minds who will not seek Newspaper ads until they are in a “buying mode”. Highly target to those “Future Buyers” client is most interested in reaching.

    13. Other Positioning Points Radio products are highly targeted formats (Newspaper is BROAD). Radio “ratings” enable daypart targeting beyond just demographics. Radio station clusters make possible highly targeted multi-station advertising.

    14. Newspaper Vulnerabilities Bundled circulation numbers. Circulation numbers that assume all readers look at all pages. Expensive. Demographics lean “older”.

    15. Radio Advantages Highly targeted. Reaches younger consumers effectively. Cost effective. Frequency. Active & immediate medium.

    16. Radio -Vs- Newspaper Radio seeks Newspaper’s mid-level advertisers and aids them in spreading their advertising $$$ further.

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