1. Radio
Media Marketing

2. Marketing the Radio
Introduction

3. INTRODUCTION
 Radio today sells itself as the “go-anywhere” ( 四
處活動 ) medium that reaches listeners while they
drive, work, shop and jog ( 慢跑 ).
 Advertisers like radio’s ability to reach target
audiences.

4. INTRODUCTION
 Radio marketing has three primary goals:
1. To generate publicity ( 名聲 )
2. To generate ratings ( 收聽 )
3. To generate revenue ( 收入 )

5. The Business of Radio
Marketing the Radio

6. FM Beats AM
 The way that FM signals travel makes them better
carriers for stereo sound than AM. So in most
markets, FM is more attractive to advertisers than
AM. By 1991 in the US, FM had captured three-
fourths of audiences.
 Today, radio as a mass medium still can
generate enough money to make it an
attractive investment.

7. Are Radio Ratings
Accurate ( 準確 )?
And How~??

8. Radio Ratings
 a) Average quarter-hour means the average
number of people listening to a station in any
given 15-minute period.
 ( 平均十五分鐘有幾多人聽電台節目 )

9. Radio Ratings
 ‘Cume’ stands for the cumulative ( 蓄積的 )
audience – the estimated number of people
listening to a station for five minutes or more in
any given 15-minute time period.
 ( 有幾多人係十五分鐘內聽了至少五分鐘的電台節目 )

10. Radio Ratings
 Ratings is the percentage of the total population
that a station is reaching.
 ( 電台發射頻率可以接觸到幾多百分比的聽眾 )

11. Radio Ratings
 Share stands for the percentage of people
listening to the radio that a station is reaching.
 ( 在整個社會中，有幾多人聽本電台 (compared
with other stations)

12. Radio Marketing Goals
Marketing the Radio

13. Radio Marketing Goals
 Listeners’ perceptions of what a radio station
represents can be much more significant than
the reality ( 真實 ) of the station’s programming.

14. Radio Marketing Goals
 Listeners’ perceptions of what a radio station
represents can be much more significant than
the reality ( 真實 ) of the station’s programming.
 (Radio cannot satisfy what the listeners’ wants
and needs).

15. Radio Marketing Goals
 In the longer term, the programming needs to
deliver on the promise of the promoted
perception.

16. Major radio
marketing goals

17. Generating Business
 Word of mouth can be the most powerful
marketing channel available. ( 聽眾就是最好的宣
傳工具 )
 Strategies that get audiences so interested in a
station that they’ll talk about it with their friends
can be powerful tools for promotion directors in
critical format change periods or other major
audience acquisition efforts (satisfy what the
listeners’ wants and needs).

18. Positioning
 To be successful, a station needs to
fit comfortably into the target
audience’s lifestyle.
 The promotion director will work
closely with the program director
and the production staff on
positioning the station.
 為電台定位

19. Positioning
雷霆 881 叱 o 宅 903

20. Positioning
雷霆 881 叱 o 宅 903

21. 是他也是你和我
 蘇絲黃、共他與你和我，一起笑笑談談各色香港人
 挖出耐人尋味的香港成功故事
 挖苦光怪陸離的香港失敗個案
 一個又一個五顏六色五花八門五湖四海嘉賓人物天天
登場
 逢星期一至五下午一至二，亞蘇為你勞碌奔波的都市
午飯加鹽加醋，添味添香。

22. Positioning
雷霆 881 叱 o 宅 903

23. 五天精華遊
 「聽完去邊度玩邊度食，先有搵錢原動力」
 搵錢要搵得有格 駛錢要駛得有睇法
 活在當下 人人有責
 卓韻芝 余迪偉 120 分鐘
 日日金牌環節「五揀一」 訓練好 o 野目光
 新增綠色環節「垃圾筒」 令你消費之餘唔會製造垃圾
 加上網上小基地留下口味重溫 讓你經歷最抵有品人生
 搵錢，靠自己。
 洗錢，搵我地。

24. Positioning
 The goal is to create station image
that, in the audiences’ minds,
matches their self-image.
 In other words, the station should fit
into listeners’ desired lifestyle, from
the music to the logo and slogan
to the DJ patter between songs.

25. Marketing
 In marketing, perception is reality.
 Successful marketing managers of all
kinds focus on the image or perception
of their product or service in the minds of
the consumers.
 In radio, positioning is about
understanding the competitive strengths
and weaknesses in the market and using
those to your advantage.

26. Marketing
 What about a station will be
important, different and believable
for listeners?
 Marketing manager have to
decide a clear marketing goal for
the radio.

27. Promotion
 Promotion has to be matched to the
audience’s needs.
 It is required to identify the characteristics of
successful companies as ‘Staying close to
the customer’. ( 香港電台 – 香港人既電台 )
 Successful promotion managers stay close to
their listeners by relying on focus groups and
call-out and survey research to identify
listeners’ perceptions of both their station
and their competitors.

28. Promotion
 The promotion
department’s main
tools are contests ( 比
賽 ), direct mail and on-
air promotion.
 When promoting to
audiences, directors of
promotion have three
distinguishable aims:

29. Aims
a) Acquisition: they need to institute
activities that bring in new listeners.
( 尋找新客路 )
b) Maintenance: promotion must
encourage long periods of continued
listening. (keep 住舊客源 )
c) Recycling: listeners must be enticed
to return at different times of the day.
( 不停去聽 )

30. Audience Demand
in Radio Markets

31. Consumer Market
 Demand for Music
 Music programming provides background for
people’s daily lives.
 Demographics that lead to demand for a
particular type of music might involve
educational level, race, or gender, but they most
often reflect age.

32. Consumer Market
 Demand for Music
 Music programming provides background for
people’s daily lives.
 Demographics that lead to demand for a
particular type of music might involve
educational level, race, or gender, but they most
often reflect age.

33. Demand for News and Talks
 In between falls extensive coverage of local
news, large markets have enough demand for
in-depth international news.
 In 2005, it is reported that 16 percent of listeners
turned into the news / talk stations in the US.

34. Advertising Market
 Each radio station targets a demographically
defined group of people who listen to a specific
format.
 No station can deliver audiences that would
include all the people a business might want to
reach.
 Therefore, businesses often buy radio
advertisements as part of a total media
package.

35. Advertising Market

36. Advertising Market

37. Supplying the
Audience’s Demand

38. Commercial Radio News
 Before the deregulations ( 撤銷管制 ) of
1980s in the US, most radio stations
provided news every thirty minutes as
part of their public service requirement
for a license.
 When the public service requirement
dropped, about 8 percent of the
stations dropped news.

39. Talk Radio
 Talk shows capitalize on emotional
subjects.
 The popularity of talk radio has
created a wide diversity of hosts.

40. Trends

41. Technology: Internet Radio
 The new media is already influencing
the market.
 Internet streaming has been gaining
popularity, with the number of weekly
listeners jumping by 50 percent in
2005.
 The most popular destination is
Yahoo.com with 2.6 million listeners.

42. Technology: Portable Digital
Devices
 While the technology was still in its
infancy in 2007, the latest cell phones
were being equipped with the ability
to play radio broadcasts from the
internet.
 iPod users can download internet
radio listings (Podcasts), sort through
them, capture songs as MP3 files, and
transfer them to their devices.

43. Culture: Changing
Demographics
 As in other mass media, radio must
adapt ( 適應 ) to changing
demographics and attract diverse
audiences.
 Diversification of radio programming,
identifying a specific audience
segment and programming are
required to meet today listeners’
needs.

44. 881
 在晴朗的一天出發
 是他也是你和我
 巴巴閉 afternoon D
 有誰共鳴
 久久久但願人長久
 十八樓 C 座

45. Culture: Changing
Demographics
 As in other mass media, radio must
adapt ( 適應 ) to changing
demographics and attract diverse
audiences.
 Diversification of radio programming,
identifying a specific audience
segment and programming are
required to meet today listeners’
needs.