EVALUATION OF MARKET READINESS FOR RADIO ADVERTISING
Management Dilemma
For the radio station to attract more established advertisers and satisfy the needs of the unsatisfied target market, the station will end up losing some of their teen listeners due to the change of programs. Concerning this, they will end up losing the current teen-oriented advertisers as their needs won’t be satisfied.
Once the station cuts their current program, it will lead to loss of advertisements from their existing customers; hence there will be no advertisement done in the station that can attract the desired target market. Although there are many ways to attract the desired target market, listening to the advertisements from the station is the primary way to attract the desired segment.
Research Questions
- How will we (WKLM) inform the public of our current changes in our radio programs?
- What competitors do we (WKLM) have, and who are they?
- What format should we use to advertise our services to the public for attraction to advertisers?
- What do clients expect once they advertise their business on the radio?
- Which media is the most used in advertising?
- What age bracket (s) is the targeted customers in most businesses?
- How can we make the public learn about radio advertising?
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- Where do different businesses rank us depending on the advertisement offered by our station (WKLM)?
- How do we inform the public about arising advertising opportunities?
- How can radio stations reduce the disadvantages available due to the use of radios an advertising medium?
- Why do people avoid using radio advertising programs?
- What is the primary reason for users not investing in radio advertising?
Type of study used
The nature of the research is descriptive.
Descriptive study is a method that involves observing and describing the behavior of people without affecting/or influencing their normal behavior. The salesforce used to present information to both potential and current clients of WKLM didn’t in any way ask or force the clients to change their perception towards radio advertising.
If they used other types of study, they could not have achieved their main research objective, which was to gain information from the clients to design an educational program that will be used to enlarge the quantity and the quality of their advertisers.
Variables used in the research
The radio advertising program is a dependent variable. The main objective of the station to conduct the study was to gain and enlarge the number of their advertisers; hence every information collected was based on a radio advertisement program.
Radio users, both advertisers, and listeners is an independent variable. Users of a radio station affect the radio advertising program; for example, most users of WKLM were teens; hence the station advertisers advertised teen-oriented products. The research mostly focused on what the users/customers expected from a radio advertisement program also why they preferred other media advertisements and not radio advertisements. This information would be used to enhance the quality of the ad provided by a station to satisfy the customer/user.
Competitors is a moderator variable. The research also focused on the competitors, i.e., other radio stations, e.g., KFAM, WAZU, WUFM, etc. and other media services who offered advertising programs, e.g., Television, newspapers, etc. the research disclosed why other media services were preferred more for advertising and also why other radio stations were preferred more than WKLM. This information is of great value to attract the desired target market to WKLM.
Measurement scales used in the research
- Survey I
- Survey II
Question (2) used the Ratio measurement scale; this is because ratio scales give us the final order, interval, and the ability to calculate ratios.
Question (3a), (b), and (d) used ordinal measurement scale; Ordinal scales represent an ordered series of relationships rank order.
Question (4), (5) and (6) used ordinal measurement scale
- Survey III
Question (9) and (10) used Ordinal scales.