Why Endorsement Advertisement

Endorsement Radio capitalizes on trust and influence … “Word of Mouth” on a grand scale.

• Engagement ‐ Radio Listeners are fully engaged in these programs and feel they have a personal relationship with the Radio Personalities. Radio listeners feel the host is talking directly to them.
• Credibility ‐ When a trusted Radio Personality recommends products and services to their listeners, it delivers automatic credibility and motivates listeners to take action.
• Influence ‐ Radio Personalities have enormous influence over listeners because they are respected opinion leaders…their opinions about topical issues expressed during their show significantly influence their listeners, which is why their personal Endorsements are so effective.
• Results ‐ Radio personalities have the power to influence purchasing decisions far beyond the levels of standard media campaigns for optimal ROI levels.

Why Newmark Advertising

No other agency comes close to providing the range and quality of services offered by Newmark Advertising. Our unique and in-depth processes for personality selection, monitoring and management are the gold standard for developing the most effective retail, brand and direct response campaigns.

• Personality Selection

  With over 10,000 radio stations in the U.S., it’s critical to choose the right personality, market, demo, and format.

  Newmark Advertising maintains an extensive database of profiles for thousands of radio personalities which includes very specific qualitative information. We have deep information on their backgrounds and effectiveness as endorsers that reach beyond the standard ratings data.

  Based on extensive research and years of experience generating superior results for our clients, we know which radio hosts are credible, have a personal connection with their audience and most importantly, if they have the ability to influence consumer behavior.

• Creative

  Effective copy is critical to the success of the campaign. Newmark Advertising is dedicated to the creative process to ensure that the copy delivers the strongest results.

  Our objective is to leverage the hosts’ relationship with their listeners to maximize results. The copy we create for our clients focuses on the messaging objectives while leaving room for the hosts to deliver the copy in their natural, individual styles. This allows the spots to come across as a personal recommendation rather than a standard commercial message, ultimately making the endorsements far more effective.

  Unlike other agencies, Newmark Advertising does not charge for creating the corresponding copy materials.

• Daily Monitoring

  The key to our successful endorsement campaigns has been our ability to maintain control of the messaging objectives while encouraging the energy and spontaneity of the hosts’ personal recommendation. In order to achieve this, we have developed a highly evolved monitoring process.

  Stations/networks are required to upload the hosts’ spots to Newmark Advertising’s proprietary software, AirChecks Online ™ on an ongoing basis throughout the campaign.

  Newmark Advertising staff members analyzes spots daily to monitor content and delivery. They also review tracking data in conjunction with the spot analysis to maximize results and determine if course correction is needed.

  Clients can listen to the spots at any time by logging on to AirChecks Online ™ with a designated password for security purposes.

• Campaign Management

  Newmark Advertising is the leader in endorsement radio because of our superior management processes.

  From preparing the radio hosts to analyzing results, we diligently manage every aspect of the campaign.

  As part of Newmark Advertising’s unique process of preparing the radio hosts for the campaign, we speak directly with each host prior to starting their on air endorsements and continually provide constructive feedback to them throughout the campaign to optimize results.

  Copy and traffic instructions are sent out on a weekly basis and after the spots run, the spots are analyzed with specific insights into how to achieve the client’s goals.

  Client meetings are scheduled on a regular basis throughout the campaign to discuss tracking, schedules, copy and other important elements. Our clients consider us their in-house endorsement radio department as we work closely with them to maintain their marketing goals.