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Communication Process
Describe the target audience for the product. Include customer demographics and purchase behavior. Explain the media habits of this audience. During what time slot would you try to reach this audience? What kind of radio station format (music, talk, other) would you recommend using to reach this audience?
In this particular case, there will be a focus on a dry cleaning service. The customer demographics and purchase behavior are based upon the fact that all of the different segments of the population will spend between: $500 to $1,500 annually. However, the average dry cleaning bill per family is around $150 per year. The media habits of this audience are based upon the underlying amounts of disposable income. The best time to reach out to this audience would be during the middle of the day and in the evening. The best kind of radio station format includes: talk, music and news stations. This is because all of the different population...
As a result, these formats will reach out to them in mediums that are geared towards their entertainment preferences. ("Dry Cleaning and Laundry Facilities," 2005)
Describe your creative approach, big idea and story angle for the radio spot. How will you capture attention, engage the audience, and make a call to action?
The key for the radio spot is to have an opening that will catch the attention of the listener. The way that this can take place is through showing the value of the product and convenience it is providing. It is at this point that the organization will be discussed and the offer presented. If this kind of approach is utilized, it will capture the attention of the audience and it addresses the customer's needs. When this takes place, they will be more inclined to use the different products and services provided by the dry cleaners. (Small, 2012)
Include the script…
References
Dry Cleaning and Laundry Facilities. (2005). Edsuite. Retrieved from: http://www.edsuite.com/proposals/proposals_169/85_3_intel-_dry_cleaner_and_laundry.pdf
Small, J. (2012). Top Ten Keys to Creating Great Radio Ads. Strategic Media Inc. Retrieved from: http://www.strategicmediainc.com/radio-advertising-articles/the_top_ten_keys_to_creating_great_radio_ads.html
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