Advertising
Case Study:
Radio Advertising is Music to the Ears of Financial Institution
Like many locally-based companies, one financial institution recognized the value well-placed radio advertising could bring to its marketing efforts: the ability to reach 94 percent of all households, target specific listeners, provide exclusive airtime and deliver messages to more consumers for fewer dollars. To maximize its advertising impact, the financial institution called on MJB Public Relations Group to write and place all of its on-air commercials, as part of a comprehensive, year-long advertising program.
After conducting market research and a thorough review of the local radio market, our associates established a radio advertising plan to strengthen awareness and recall of the financial institution, and increase the use of its products and services. MJB strategically selected radio stations and airtimes to maximize the budget, audience reach and ad frequency. Combining its creativity and writing skills, the MJB team prepared a series of themed commercials that delivered consistent messages and were easily incorporated into other communication activities at the financial institution.
In addition to securing voice talent and overseeing production, we negotiated favorable per-spot rates from several leading radio stations, while retaining the frequency needed to effectively target the financial institution’s key audiences. In the negotiation process, MJB also secured various radio program and event sponsorships, additional ad placements, rate discounts, prime-time promos, and radio station Web site exposure – all at no additional cost. Further, there were no expenses charged to the financial institution for MJB’s placement services, which were paid through radio station commissions.
By working with MJB, this client significantly increased the cost-effectiveness of its advertising budget.
