PARC: Portland Area Radio Council

Jeopardy for Advertisers -- Play Along and Win Big

Answer: Increased total reach, increased total frequency, minimal decrease of the TV campaign’s R&F – all with no increase in budget – and a stunning improvement in the likely ability of the message to resonate with the potential consumer. Pretty good return on rechanneling some budget.

Question: What would happen if an advertiser reallocated a small portion of a TV campaign budget to radio?

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A Radio renaissance is most definitely upon us and it's happening all over the world! Last year, USA Today ran an article titled, In a Renaissance for Radio, More Listeners are Tuning In.  And now, an article from the Radio Advertising Bureau identified more signs of "an emerging Radio creative renaissance."  It shows that the success of your ad campaign will be determined by your choice of how you deliver a message.

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Radio stations build lifestyle communities.  When you create a Radio message that speaks to a lifestyle or interest in the community, it gives a deeper message to the listening consumer. 

Lifestyles that tend to be predominant in the Pacific Northwest include, wine aficionados, outdoor enthusiasts, yoga lovers, concert goers, internet junkies, four-wheel drive car owners, and people dining out. When you begin to target the lifestyles of your demographic, you can build a message that draws them into the story of your brand. 

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Career analyst Dan Pink examines the puzzle of motivation, starting with a fact that social scientists know but most managers don't: Traditional rewards aren't always as effective as we think. Listen for illuminating stories -- and maybe, a way forward.

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Below is a short film by Paul Zak, Neuroeconomist and author of The Morale Molecule. Zak shows us how the right story cannot only create empathy, but a good story will change our immediate behavior.

"Stories are powerful because they transport us into other people’s worlds but, in doing that, they change the way our brains work and potentially change our brain chemistry — and that’s what it means to be a social creature." - Paul Zek, Neuroeconomist and author of "The Morale Molecule"

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