12-Oct-09 9:00 AM CST

Radio Advertising and The Company You Keep

Here’s an interesting look at how brands associate with other brands, specifically how proximity can be a benefit, or a detriment. You can take this concept to radio advertising as well. Recently we had a Christian advertiser looking for a media buy to promote a wellness event. They had gone to a station cluster for a proposal and had gotten one back that mostly was “how much do you have to spend” and “here are as many spots as you can get”. The station actually proposed running this Christian organization on an alternative talk station. Shame on that AE for not even taking the time to think through the environment that would best suit the advertiser. You can’t pick and choose what radio advertisers you reside within a commercial break, but you can consider how a particular station or program might affect your brand. Take a moment to read this piece from the Kellogg School of Management by Myungwoo Nam and Brian Sternthal titled 'Colored by the Company You Keep'.

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