In-store radio. The sales implications of reach and frequency

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs.

In-Store Radio

The Sales Implications of Reach and Frequency

Craig GugelWorldwide Analytics & Strategy at Interactive Market Systems, Inc., United States

Rob WolfMarketing & Research, In-Store Broadcasting Network, United States

“Salesmanship consists of transferring a conviction by a seller to a buyer.”

Paul G. Hoffman

The opportunity has never been greater for professionals in the retail grocery industry to begin the process of tying supermarket product sales to targeted commercial audience measures, more specifically, demographic estimates of those who are likely to be reached by in-store advertising. Traditionally, the bricks and mortar of American supermarkets have been classified...

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