Happy Friday, everyone!
Here is this week's poll question:
Of the local advertisers under contract with you right now, approximately what percentage are running product-service-price ads and what percentage are running branding commercials?
Looking forward to reading your replies!
Mine is about 25% PSP and 75% branded.
Almost all commercials we run are "branding," especially those with annual agreements.
For December, I would say it is 70% service/price ads and 30% branding.
We've gotta be close to 50% (we don't control all ads... agencies run their own thing)
About 20% running product-service-price ads and compared to the rest running branding commercials.
Many of my contracted clients do branding however I have some price and item clients- Very small percentage though. 10% I would guess. Sometimes they think the only time to do price ads is when they have a sale. I try to encourage Price and item at non sale times to qualify the prospective customer and to let prospects know the cost is not more than it is.
Radio is a tremendous branding media. My clients run about 80% branding. Stationwide it's probably about 70% branding. I have one client that runs her full sing jingle except for one sale per quarter. Branding creates more sales, at full price, with customer loyalty. If you focus on price and item you're educating the customer to do the same which builds no customer loyalty.
Vast majority of mine - over 90% - running ongoing branding campaigns. Some mix products into their branding, but when they do it's typically for coop purposes and not the usual price-item-special event type message.
40% branding, 60 PSP
