I'm noticing a lot more ads from Burger King on the radio. I presume these are agency ads bought on the national programs I generally listen to, but the frequency of Burger King spots definitely seems to be up. Particularly, the Crossanwich spots, where the drive through attendant says Crossanwich in a comical manner and quite a few for their new Chicken Burgers one of which has a David Spade soundalike.
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State of Radio Advertising
- Thread starter umfan
- Start date
So what's the problem?
The breakfast sandwich business is very competitive, and so a lot of companies are advertising on the radio. There is also a campaign from Taco Bell for their Crunchwrap Sliders aimed at the breakfast consumer.
Regarding the general state of radio advertising, I believe it's pretty good considering it's the first quarter. Usually the only national spots we have are for tax preparation services.
The breakfast sandwich business is very competitive, and so a lot of companies are advertising on the radio. There is also a campaign from Taco Bell for their Crunchwrap Sliders aimed at the breakfast consumer.
Regarding the general state of radio advertising, I believe it's pretty good considering it's the first quarter. Usually the only national spots we have are for tax preparation services.
Big A...no problem, just observing ads from a company I hadn't much from on the radio actually using radio to advertise. I thought it was a good thing.
Kelly A......well, yes, in part. Is there some problem with me noting that advertisers who haven't used radio much to advertise in years apparently are using radio again as an advertising medium?
Kelly A......well, yes, in part. Is there some problem with me noting that advertisers who haven't used radio much to advertise in years apparently are using radio again as an advertising medium?
McDonald's ad budget outweighs BK's 4:1 according to this Bloomberg Article. Yet:
For the price of two full-page newspaper ads, Burger King and its hypothetical “McWhopper” lit up the Twitterverse and quickly generated chatter around its brand across social media. “It was perfect guerrilla marketing,” says Landor Associates’ Adamson. “There was nothing McDonald’s could have done. They were instantly checkmated.”
With so many ways to reach potential customers, radio is a small piece... but there's something to say about being everywhere. I think, umfan, what you should be asking is, "Should radio be concerned with the lower-cost and more effective social media marketing Burger King is doing?"
For the price of two full-page newspaper ads, Burger King and its hypothetical “McWhopper” lit up the Twitterverse and quickly generated chatter around its brand across social media. “It was perfect guerrilla marketing,” says Landor Associates’ Adamson. “There was nothing McDonald’s could have done. They were instantly checkmated.”
With so many ways to reach potential customers, radio is a small piece... but there's something to say about being everywhere. I think, umfan, what you should be asking is, "Should radio be concerned with the lower-cost and more effective social media marketing Burger King is doing?"
Yes, radio is in a cluttered marketing field. Twitter and other online sources of marketing are great and Burger King demonstrates this but radio and television weight very heavily in effectiveness of marketing campaigns with radio lowering that cost to be effective when compared to television. Both radio and television have such high time spent viewing/listening ratios and such a large percentage of potential consumers, they make a perfect media for getting the potential customer either to the point of purchase or online to facilitate the point of purchase. Website success at this point is dictated by awareness that radio and TV can provide, taking an online presence from unknown to a household name.
Since people make so many spur of the moment purchases, any business with a substantial percentage of such purchases can effectively utilize radio and TV to make those sales happen. Right now Amazon is using TV to increase visitation and spur of the moment purchases. In sales, we like to say increasing the frequency of the customer making purchases as well as bolstering new customer count.
Smart radio stations are utilizing their online efforts to offer the radio commercial along with online sources such as various social media to communicate with listeners. Some of the more savvy radio stations have even used their online presence to make that personal appeal from the advertiser where the radio baits them and the radio station's website helps lure them in. I think we will see more of this in the future. Granted, some broadcasters worry that by doing so they drive customers exclusively to online advertising, yet that station that bolsters the effectiveness with an online presence for the advertiser on their site is actually helping to increase renewals by increasing results and value.
Burger King is playing smart. They see the edge they currently enjoy as the biggest thorn in their side, McDonalds, is trying to find that 'magic' it once held. After all, Burger King had lost it's 'magic' but it looks like it is finding that sweet place slowly but surely.
I'm not thinking radio should be worried about Burger King's smart use of online marketing. We need to think 'comfortable'. Mass media advertising creates 'familiar' and 'comfortable' feelings with consumers. Consumers consider familiar or comfortable to mean superior. Burger King had to create that familiar and comfortable feeling to drive the effectiveness of any product they push. I'll cite an example: If you're in the grocery store and buying macaroni and cheese, do you buy Kraft or Velveeta brands or an unadvertised brand? Most go for the Kraft or Velveeta advertised brands because the consumer is familiar and comfortable with these brands, thinking they are superior to the brands that are not advertised. Anyway, a radio group or station with a good sales strategy combines radio and online in their packages for advertisers.
Since people make so many spur of the moment purchases, any business with a substantial percentage of such purchases can effectively utilize radio and TV to make those sales happen. Right now Amazon is using TV to increase visitation and spur of the moment purchases. In sales, we like to say increasing the frequency of the customer making purchases as well as bolstering new customer count.
Smart radio stations are utilizing their online efforts to offer the radio commercial along with online sources such as various social media to communicate with listeners. Some of the more savvy radio stations have even used their online presence to make that personal appeal from the advertiser where the radio baits them and the radio station's website helps lure them in. I think we will see more of this in the future. Granted, some broadcasters worry that by doing so they drive customers exclusively to online advertising, yet that station that bolsters the effectiveness with an online presence for the advertiser on their site is actually helping to increase renewals by increasing results and value.
Burger King is playing smart. They see the edge they currently enjoy as the biggest thorn in their side, McDonalds, is trying to find that 'magic' it once held. After all, Burger King had lost it's 'magic' but it looks like it is finding that sweet place slowly but surely.
I'm not thinking radio should be worried about Burger King's smart use of online marketing. We need to think 'comfortable'. Mass media advertising creates 'familiar' and 'comfortable' feelings with consumers. Consumers consider familiar or comfortable to mean superior. Burger King had to create that familiar and comfortable feeling to drive the effectiveness of any product they push. I'll cite an example: If you're in the grocery store and buying macaroni and cheese, do you buy Kraft or Velveeta brands or an unadvertised brand? Most go for the Kraft or Velveeta advertised brands because the consumer is familiar and comfortable with these brands, thinking they are superior to the brands that are not advertised. Anyway, a radio group or station with a good sales strategy combines radio and online in their packages for advertisers.
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