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2011 03-17 1345-esther_raff_radio_days_europe_estherraff_as&s_english_final_

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Rolf Brandrud
Rolf Brandrud

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Radio Impact - Create Efficient & Successful Advertisement on Radio Esther Raff, CEO AS&S Radio
[object Object],[object Object],[object Object],[object Object],[object Object],Agenda
Overview – German Radio Market
German Radio Sales Houses Duopoly private public & private
A Unique Position
Market view - Demands on Advertising
Demands on Sales Houses ,[object Object],[object Object],[object Object],[object Object],[object Object]
What did we do? Source: German Marketshare for Radio in percentage, Nielsen Media Research Germany. 2007 –2011 (January) 2010 34,5 64,5 2007 36,3 62,3 1,4 2009 38,0 60,5 1,5 2010 2011 40,7 57,7 1,6 34,6 63,7 1,7 2008
New Marketing & Sales Approach: I.P.C.P. ,[object Object],[object Object],[object Object],[object Object]
Radio 2.0 –new marketing model I.P.C.P.
Case Study FMCG – Radio performance into a cross media mix campaign
Case Study FMCG ,[object Object],[object Object],[object Object],[object Object]
Case Study FMCG ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],working
Case Study FMCG ,[object Object],[object Object],[object Object],+40% +70% +74% Telephone Interview OnSite-Survey no contact with campaign Surf Listen & Surf Listen
Case Study FMCG ,[object Object],[object Object],[object Object],Spontaneous Brand Awareness no contact Spontaneous Advertising Recall contact with campaign
Case Study FMCG ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s next?
What ‘s next? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why?
Thank you for your attention!

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