Author: Annette Malave, SVP/Insights, RAB
Labor Day. Some just see it as a time to relax and unwind – spend time with family and friends or plan last-minute picnics and barbecues. To some, it unofficially marks the end of summer while to others it is the approach of fall. Whichever perspective, radio will be there to deliver music, news, traffic and weather information.
Contributors: Brad C. Deutsch, Principal, Garvey Schubert Barer, P.C. and Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C.
Despite the recent wave of marijuana legalization across the US, options for marijuana advertisers remain slim. However, navigating the minefield of marijuana advertising that could lead to revenue opportunities for radio is deceptively complex.
Advertising is generally protected by the First Amendment, but only so long as an ad is related to “lawful activity.” So, that raises the question – does the sale of marijuana count as “lawful activity?”
Continue reading “The Uncertain World of Marijuana Advertising”
Author: Annette Malave, SVP/Insights, RAB
“In relationships, the little things are big things.” No truer words have ever been said as these by Stephen R. Covey, author of The 7 Habits of Highly Effective People. Building and nurturing relationships is important for any successful person or business.
There are other quotes that can help frame the approach for opportunities:
Each of these individuals were successful retailers and, like Stephen Covey, they, too, understood the value and importance of relationships.
Author: Annette Malave, SVP/Insights, RAB
Of all generations, millennials have had the greatest influence on the advertising and marketing world. Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.
While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups. Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.
Author: Annette Malave, SVP/Insights, RAB
One of radio’s biggest creative challenges has been the disclaimers that are mandatory for commercials of specific ad categories. The long list of rates, money down, and other qualifiers once considered audio noise contained within auto ads may in fact be influential for those consumers who are in the market to purchase/lease a vehicle. Based upon a recent analysis of auto dealer ads, these along with additional findings can be a game changer for increased revenue opportunities for radio.
Continue reading “Auto Disclaimers Help Drive Purchase Intent”
Author: Annette Malave, SVP/Insights, RAB
$1.5 trillion. That is the buying power of the Hispanic consumer – the largest minority market in the U.S. According to the Selig Center for Economic Growth, this group’s economic clout has grown 203% since 2000, which makes it one of the fastest growing consumer markets here in the U.S. This group represents nearly 18% of the country’s population.
Advertising to ethnic audiences was once considered an afterthought. However, as the buying power of Hispanic consumers continued to increase, its importance as a target audience for advertisers grew.
Continue reading “Hispanics – the Fastest Growing
Consumer Market”