Philadelphia Radio Organization Announces Local Marketing Campaign
May 8, 2007 at 11:04 AM (PT)
The PHILADELPHIA RADIO ORGANIZATION announced at the RAB Board of Directors meeting today (5/8) that it will launch a local marketing campaign to smooth the transition to electronic measurement by enhancing the local advertising community’s understanding of PORTABLE PEOPLE METER (PPM) and convey the strengths of radio using the new data. The plan spearheaded by the PHILADELPHIA RADIO ORGANIZATION follows last week's official PPM launch in PHILADELPHIA. It will employ a variety of events, tools, and materials to reinforce the value of PHILADELPHIA radio with PPM information.
ARBITRON will provide funding for program design, initial market implementation, and rights to use creative execution and campaign plan for future PPM markets.
WBEB VP/GM BLAISE HOWARD said, "We are excited that PHILADELPHIA is at the forefront of this crucial upgrade in radio audience measurement and we have one chance to make a good first impression. This campaign enables the broadcasters to be proactive and energetic in helping clients understand PPM and the vitality of PHILADELPHIA radio."
"It is great to have the local radio organization in the lead when it comes to educating their clients about PPM," ARBITRON SVP/Marketing BILL ROSE noted. "While our training on the topic is non-stop, there is a world of difference when broadcasters take the lead because they know their clients best."