Is there a magical success formula for buying RADIO?

Everyone concedes that the most effective advertising is word of mouth. Yet in today’s complex, highly mobile society, it would be short sighted to rely on word of mouth alone to connect with your best prospects and to keep your business from going out of business. Advertising no matter how good, cannot sell an unwanted product: in fact advertising a poor product may help kill it off more quickly. Advertising cannot change a firm mind-set for or against a brand. Attitudes less firmly fixed can be modified or completely changed over time, but only through consistent, continuous advertising. Sale always lag behind reputation changes. The increasing complexities of retailing, the diversity of competition, customers changing shopping habits and the continuing squeeze on profits, have made it vitally important that every advertiser gets full value for every advertising Rand spent. Many advertisers who are today selling on price cutting, have lost sight of the value of brand building as a selling tool for long term results. Greater success can be achieved by focusing on the best prospects and what they want and then communicating with them via the media to which they are the most responsive. The rule goes like this, The right product at the right price, at the right time, in the right place, and to the right customer.

Generation Audio: United Stations United Stations is a specialist media sales house. Whatever your objectives, we'll deliver a genuine partnership between our platforms and your brand, creating a powerful association for listeners. Radio has been bolstered rather than challenged by new technology. Technology has contributed to raising the profile of audio entertainment.

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