What Are the Different Methods of Selling Radio Advertising?

Broadcasting is a mass communication medium that uses radio waves or metal wires to use radio waves to spread information, provide services, and entertain people. Before television became popular, radio was very popular. The rise of television has dragged away a large number of radio advertisers. Some people once said, "Broadcast ads are destined to disappear." However, from the development trend of many years, the influence of radio ads is still great, and its unique charm has No other media can match it.

Radio advertisement

1. Wide spread.

2. Low cost and high return.

3. Flexible and fast.

4. Targeted audience.

5. Strong interactivity.

6. Audience advantage: low age, high education level; stable listening habits; not "hiding" advertisements.

1. The audience is scattered, and the publicity effect is difficult to measure.

2. Lack of visual image.

3. Difficult to save. ^[1]

The operation of radio advertising is currently diversified. There are the following:

Broadcast Advertising Industry Agency

Industry agents are currently the first choice for many successful radio stations. The classification of Nanjing Broadcasting's industry agents varies from place to place in various industries, but it can roughly reflect the scope of broadcasting advertising.

Nanjing Broadcasting Industry Classification

Audience's Choice of Radio Advertising

1 Real estate

2 Furnishing

3 Vehicles and 4S shops

4 Car supplies and services

5 Catering, entertainment and fitness

6 Tourist Hotel

7 Tobacco and alcohol: includes alcoholic products with medical and health care functions

8 Food: including tea products, condiments

9 Drinks

10 Financial insurance

11 Mobile: China Mobile and its subsidiaries

12 China Unicom: China Unicom and its subsidiaries

13 Telecommunications: China Telecom, China Netcom, China Railcom and its branches

14 Medicine and Health

15 hospital

16 Culture and education

17 Cleansing and Beauty

18 Clothing and specialty stores (excluding sportswear and specialty stores)

19 Telecommunication services

20 electronics

21 Household appliances and appliance stores:

22 IT Digital and IT Digital Stores:

23 Communications and Communications Stores:

24 department stores (not related to specific products)

25 Transportation Services

26 Sporting goods

27 Jewellery

28 collectibles

29 Wedding Agency

30 glasses

31 other

According to statistics, as of October 2006, the top ten industries in the country that broadcast media advertisements are: entertainment and leisure, business and service industries, post and telecommunications, food, transportation, financial investment insurance, real estate / construction engineering, pharmaceuticals, Drinks, household items.

Broadcast Advertising Full Frequency Agency

There are cases where radio stations have been commissioned by the advertising company's entire frequency. There are not a few who have been forced to exit because of failure to complete the annual agency indicator. The successful ones seem to be only three sets from the central government. The frequency agency model prefers long-term contracts. For more than 3-5 years, Taiwan and Hong Kong companies are enthusiastic about investing in mainland broadcast media-"Buy a radio station to make money". They scramble to come for gold, and most of them pretend to be "spread modern Media business philosophy and marketing integration . Qifu Advertising Co., Ltd. packaged the sound of music in all directions, Virgin Asia Radio and hit FM began to cooperate, Taiwan Yuanchuan Company signed contracts with 10 local radio stations in China, Nanchang Good Friends Media and other nations including Nanchang, Ganzhou, Shijiazhuang, Beijing, Huainan, etc. More than 30 radio stations signed cooperation ...

Broadcast Advertising Agency

Acting for a certain period of time for advertising management. Radio stations in Shanghai and other places have adopted this model. The time slot agent adopts closed and open agents, most of which are mainly program titles and commercial programs.

Broadcast Advertising Indicator Agent

Enjoy an agency fee with an annual guideline that is acceptable to both parties. At present, agency fees for radio advertising seem to start at 30%. Based on past indicator experience, the annual indicator growth is achieved year by year.

Radio advertising brand agency, premium agency

For a company that has a certain large customer in a certain field, the radio station is often willing to let it enjoy the agency policy. Brand agency is industry agency in a certain sense; super agency is index agency in a certain sense.

Independent operation of radio advertising frequency

Many frequencies have their own advertising management team, in the form of receiving a fixed monthly radio station and no fixed income at all. Individuals work for the frequency. Many mature frequencies of independent operation take a considerable weight and are the ultimate guarantee. With the gradual improvement of the agency system, members of these teams are gradually transformed into customer service personnel, becoming a link between frequency and social companies. There are also many business professionals who eventually set up their own advertising companies to get involved in frequency advertising operations. The director of frequency meets, and there is a group of "corporate executives" with higher income than that.

Intensive management of radio advertising station

Beijing Radio's subordinate frequencies are unifiedly operated by the main station as an industry agency, unified bidding, frequency distribution, and programs and advertisements have begun to separate. As everyone knows, Beijing Radio started on the premise that the industry agency has reached a certain stage, the volume has increased to allow moderate risks, the mature frequency (traffic frequency) plays a supporting role in operations, and the business leaders have sufficient control over the broad market. This step. Some provincial radio stations followed suit blindly, but the bidding could not be carried out, and the temporary change was made. Some groups or the main station held a vigorous intensive bidding at the beginning of the year, made scary figures, and were ashamed of accounting at the end of the year. The general trend of the world, the long time must be together, the long time must be divided. In 2007, many provinces and cities in TV advertising operation will change from the group (main station) company integration mode to "channel system." The "frequency system" of broadcasting is shifting in the opposite direction.

Radio advertising frequency, main station two-way operation

There are also places that adopt a two-pronged approach, each with a business scope, and each with a focus on making dishes. For example, Nanjing Broadcasting and Media Center assigns 4A advertising and value-added services (such as telecommunications and ring tones) to the center, while local services are at their own frequency. The effect is not as expected, but it is also a means of "clandestinely crossing Chen Cang", which also reflects the ambivalence of the operator's migration between the frequency system and the central system.

Radio advertising company invests in shares

Some advertising companies invest in yearly basic manpower and equipment to ensure frequency operation, but they basically do not intervene in frequency advertising management, participate in dividends at the end of the year, and enjoy the profits of radio advertising. This shareholder-based radio operation can only be implemented in a flexible way, but it seems to be a promising model. Because it is the operating philosophy and operation methods of listed companies in the true sense.