Creative Services
Clear Channel Radio Hartford is dedicated to giving our clients the most effective commercials on the radio. We understand, advertising is about delivering results and the most important step is having the right message. Having the right message engages the target and drives them to your business. An effective advertising campaign begins with an effective commercial. The better the commercial the more people will listen. At Clear Channel Hartford we have multiple resources in place to offer client in order to ensure have the best possible commercials and most effective advertising campaigns..
CSG
Clear Channel Radio has invested millions of dollars to put a team of senior copy writers in place to create, write and produce the commercials that will brand and build your business now and in the future.
This team, called the Creative Service Group is located in Atlanta, Georgia and work with selected clients all across the United States. CGS can facilitate all aspects of the creative process from the initial consultation and recommendation to the finalized spot that you hear on air….
“By way of definition we are a radio advertising workshop...a place where radio advertising theories, techniques and methods are tested, analyzed and demonstrated. Our goal is to provide creative advertising support, training and resources to all Clear Channel radio stations and their clients. In addition to the world class creative talent we’ve put together as the Creative Services Group team, we’re fortunate to have on-going working relationships with advertising and marketing gurus Jack Trout, Dick Orkin and Roy Williams.”
Changing Radio for the Better
Clear Channel Radio has made a major change in 2005. Clear Channel recognizes that the future of the radio industry depends upon its ability to remain a viable competitor in the media mix. Because of this, Clear Channel Radio has taken the lead in creating a better environment for both listeners and advertisers.
Clutter is a major issue in all forms of the broadcast media. Too many commercials and irrelevant promotional content have hurt the quality of listening. Clear Channel has made the nationwide decision to limit the amount of clutter on their radio stations. The decision to limit the amount of commercial time and length of breaks, while reducing promotional interruptions, will benefit listeners, advertisers and the industry as a whole.
This means more programming time and increased content that relates to the target listener. Clear Channel Radio knows that as a result of this initiative, radio listeners will enjoy a more rewarding listening experience while advertisers will benefit from a cleaner environment and increased value from their radio investment.
The Clear Channel Advantage
Feature: CC has reduced the total number of commercials on each and everyone of its 1200 radio stations.
Benefit: Less commercials lead to a better radio station with more listeners.
Feature: Clear Channel has increased the amount of relevant content (ie.music, programming) for the target audience.
Benefit: People are listening longer which means they are hearing your advertisement. Time Spent Listening has increased 11.2% in the top 50 markets since the inception of this initiative. Source: Arbitron Spring Ratings Book (Spring 2004 vrs. Spring 2005)
Feature: There are never more than 4 minutes of commercial content in a stop set.
Benefit: Your commercial message will be heard. As an advertiser you will never be sandwiched between 11 minutes of commercials.
Feature: There are never more that 6 units in a commercial stop set.
Benefit: As an advertiser you are never more than 90 seconds away from programming content. Regardless of the length of commercial you utilize on Clear Channel stations you will have better spot placement.
Feature: Clear Channel is making a commitment to better, more effective commercials.
Benefit: Clear Channel has invested millions of dollars into a Creative Service Group (CSG), a resource that is available to our clients and employees to ensure the most effective commercials. CC Hartford has a full time professional copywriter on staff.
Feature: Clear Channel offers :60, :30, :15, :5 and even :90 second units.
Benefit: We customize schedules to fit the individual marketing needs of our clients. Our advertisers have a choice.
Feature: With multiple unit options Clear Channel can customize an effective schedule to meet any investment level.
Benefit: Increased frequency, lower CPP, more GRPS. 60’s, 30’s, 15’s, 5’s and even 90’s!! The most effective combination to help our advertisers grow.
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