by Richard Procter, Vizeum South Africa
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In this interview, Mark Ramsey. President of Mark Ramsey Media in the U.S, gives advice on how to integrate your radio advertising efforts with digital media platforms.

In this exclusive RAB South Africa interview, President of Radio Intelligence and Mark Ramsey Media LLC in the U.S, Mark Ramsey offers advice on the much asked about ‘frequency’ issue and its ‘3 hit theory’.

In this exclusive RAB South Africa video interview with Mark Ramsey, President of Radio Intelligence and Mark Ramsey Media LLC in the U.S, Mark provides invaluable insight regarding radio advertising during tough times.

This document addresses the frequently asked questions:
How much? How often?
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Click on the audio clips below to hear what these advertisers have to say about radio in an economic slowdown.

If you would like any of these audio clips via email (MP3) please email norman@rab.co.za

Client: Unilever
Product: Persil
Key Insights: “Radio is a really cost-effective way of extending the effects of our campaign. It means we get better results with the same level of investment”

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Client: Toyota
Product: Toyota Carlsbad
Key Insights: “The primary reason Toyota Carlsbad uses radio is the intimacy that the medium affords us. In any retail organisation you’re always trying to connect with your consumers. You can connect very easily through the medium of radio”

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Client: Ford
Product: Brand
Key Insights: “We find radio is especially good at driving people onto our forecourts and for promoting Ford’s new models and latest offers. Radio can make a difference between them visiting someone else or one of our dealerships ”

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Client: Autoglass
Product: Brand
Key Insights: “We find radio very effective at stimulating calls. When our radio ads are on air the switchboard lights up and the more we advertise, the more calls we get”

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Client: Banner Mattress
Product: Brand
Key Insights: “I think radio captures your mind quicker than anything else. You can image yourself and brand yourself significantly better on radio than you can in print”

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Client: Carpeteria
Product: Brand
Key Insights: “When we on radio, sales go up and when we don’t, sales go down. We use radio almost 40 weeks of the year. 25%-30% of our expenditure is on radio. Television is, of course, more expensive so it has to be used very very wisely.
Radio is much more cost-efficient and it’s much more effective. It creates urgency, is very flexible and it drives people to the stores.”

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