Media > Use of Media

PAY ATTENTION

SHALMOR AVNON AMICHAY/Y&R, Tel Aviv / ISRAEL RADIO / 2006

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Overview

Credits

OVERVIEW

Audience

Some 25 of Israel’s largest regular TV advertisers increased their radio media spend.

CommunicationGoal

Launch "Israel Radio’s” newest commercial package deal :get 50 spots on the radio, for the price of one spot on television.

This solution is aimed at companies with a limited budget seeking to achieve the greatest impact with their campaign.

Effectiveness

An incredible 28% sales increase in the 2 months following the airing of the campaign.

Implementation

The spot uses television advertising’s weaknesses to expose the problems you face when you can not afford a TV campaign (let alone support it adequately).

It emphasizes the unique advantages radio advertising offers: greater repetition, higher exposure, better reach, and of course better pricing.The minimalist, graphic style of the ad, plays on the TV like a radio ad – not like a TV ad.

MediaStrategy

Launch "Israel Radio’s” newest commercial package deal :get 50 spots on the radio, for the price of one spot on television.

This solution is aimed at companies with a limited budget seeking to achieve the greatest impact with their campaign.

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