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Clear Channel, in seeking new ways for advertisers to succeed with the medium, has conceptualized “blinks,” or one-second radio spots, and is currently in discussions with marketers and media buyers, AdAge reports. To illustrate the concept of blinks, Clear Channel’s creative services group created a demonstration of uses of the one-second spot. In one blink for BMW’s Mini Cooper, for example, a horn honked and a man’s voice said “Mini.” The ad was placed prior to a miniaturized news report.
Jim Gaither, director-broadcast at Richards Group, has talked with Clear Channel about three-second spots, but he said that he doesn’t think he has a marketer currently that would be a good fit. The ultra-short spot would require a brand seeking to be refreshed rather than launched - “You can’t use a one-second campaign for something that generally has not been advertised before,” he is quoted as saying - and you have to have frequency, because to hear a sound and nothing else, the consumer would have to hear it over and over again before it sunk in.
But Gaither believes that the one-second spot may be nothing more than a way for Clear Channel to get its name in the news.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
