Posted by chicagomedia.org on September 18, 2008 at 18:58:07:
Arbitron has created a 10-piece ROI sales toolbox to help radio station management in PPM markets explain the new methodology and demonstrate radio's ability to reach consumers. Packets have already been mailed to station executives in new PPM markets New York, Middlesex, Nassau-Suffolk, Los Angles, Riverside, Chicago, San Francisco and San Jose. The marketing kit is intended for stations in all PPM markets regardless of format, market or targeted demographic.
When station executives open their packets, they will see a variety of components, including an explanation of the change in the delivery of Gross Ratings Points (GRPs) that takes place with the transition to electronic measurement, an account from an industry veteran who has made a successful transition to the methodology and opportunities to get more training.
"PPM will help upgrade radio's image for accountability among advertisers by delivering reliable, credible and timely data," said Arbitron president of sales and marketing Pierre Bouvard. "We wanted to provide radio sales teams with a set of tools that drive a message home: Radio understands the need for 'Return On Investment' better than any other medium. In fact, you can't spell 'radio' without ROI."
Some of the other tools in the packet are note cards that give sales personnel answers for advertisers who question the need to adjust buys to reflect the change in GRPs; "The Guide to Understanding and Using PPM Data," which explains the new concepts and terminology associated with PPM; a list of several brochures that can be used on visits with agencies; and the "Radio Retains 92 Percent of its Audience During Commercials" brochure, which provides data from a Coleman, MediaMonitors and Arbitron study.
(R&R)