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Radio advertisement is one of the most growing field on ad market. Hence, the relevant planning of Radio-ad campaign and control of its effectiveness is especially important. According to some analysis, private companies lose on average 15% of their budget due to inefficient campaigns. The purpose of Radio-ad monitoring is to measure the effectiveness of an advertising campaign and to collate it with the media plan.
Currently IPM monitors six radio stations:
· Auto radio
· Ar daidardo
· Radio Imedi
· Radio Utsnobi
· Fortuna
· Fortuna+
Broadcast of each radio station is recorded in the digital format during 24-hours and then processed in the licensed software package MediaEvents TelePad®. Database of each radio broadcast is created. It contains the information regarding the radio broadcasting, radio ads, sponsorship, ad breaks. Operators and editors make the accurate classification of this information. On the basis of it, the detailed database is created for each radio station.
Ad specialists assign ad producer and advertiser names to each spot, as well as product type, sector and category. The ad breaks are classified into commercial and sponsorship blocs. Each of them includes the prices defined according to the official price list of radio station.
Final report of radio-ad monitoring includes the following information:
- Date
- Start and end time
- Duration of ad spot
- Position in break
- Price
Such thorough monitoring provides the customer with full report: time, radio station, frequency and duration of ad spot broadcast. Report on compliance of ad broadcast with the plan is also available. Any customer may obtain and analyze the information regarding the various campaigns according to the GRP. Currently, the data are available in the form of printed tables.
Nino Dzagnidze
Editor-in-chief of radio monitoring
IPM - The Institute for Polling and Marketing
Vazha-Pshavela ave. 16, 9th floor, 0105, Tbilisi, Georgia
Tel: +995 38 08 62 (ext.110)
Mob: +995 99 51 04 22
Fax: +995 32 99 85 06
E-mail: nino.dzagnidze@ipm.ge
Web: www.ipm.ge
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