"One ratings book from a single survey period is, to say the least, inconclusive It's best to average two or more books' data together, when there has been no format change, to increase the sample size and your level of confidence. Because the ratings have a definite impact on station revenue and often on the future direction of the station, it's very desirable to have regular access to more than one ratings service to obtain corroborative and contrasting data. If simultaneous Arbitron and Willhight surveys generally agree with each other, for example, then the reported programming trends and sales data may well be right. If they disagree, you've not only have a warning about taking either survey too seriously; but you've doubled the chances of getting helpful sales data to maintain station revenue.
Of course, ratings aren't meaningless. You cans learn from them. So now you must understand the limitations and problems of radio surveys."
This is what Eric said.
Monday, September 3, 2007
Numbers
"If the spot specifies an address, make it the last thing in the copy because if the listener will remember a specific detail in the ad, it will be the last thing they hear. Avoid street numbers; instead, use landmarks and cross streets when possible. Listeners tend to mix up numbers, but they can remember a location if they can picture it mentally.
It's a good idea to repeat any telephone number. If the ad requests a phone call from the listener, give the number the same way at least twice. The first time they hear it, they must decide whether they want to remember the number and call; if they do, the second time, they'll concentrate on the number. Giving the number a third time will help listeners remember it.
Bearing in mind that listeners easily transpose numbers, you must make telephone numbers as simple to remember as possible. A common trick is to group numerals, so that 555-2374 becomes 555-23-74. Twenty three is one number; seventy-four is another; so you've shortened seven numbers to five and make it harder to transpose.
If a number is misunderstood, a listener can easily call the wrong number. If that happens, they won't try again. Also, letters are slower to pick out on the telephone buttons than numbers. However, an easily understood and easily spelled word that represents the number to dial on the phone can sometimes help listeners remember that number long enough to call it."
This is what Eric said.
It's a good idea to repeat any telephone number. If the ad requests a phone call from the listener, give the number the same way at least twice. The first time they hear it, they must decide whether they want to remember the number and call; if they do, the second time, they'll concentrate on the number. Giving the number a third time will help listeners remember it.
Bearing in mind that listeners easily transpose numbers, you must make telephone numbers as simple to remember as possible. A common trick is to group numerals, so that 555-2374 becomes 555-23-74. Twenty three is one number; seventy-four is another; so you've shortened seven numbers to five and make it harder to transpose.
If a number is misunderstood, a listener can easily call the wrong number. If that happens, they won't try again. Also, letters are slower to pick out on the telephone buttons than numbers. However, an easily understood and easily spelled word that represents the number to dial on the phone can sometimes help listeners remember that number long enough to call it."
This is what Eric said.
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