WHITE PLAINS, N.Y., Nov. 7, 2007 (PRIME NEWSWIRE) -- The use of non-traditional radio in major national and regional marketing promotions will increase 25 percent over the next year as advertisers begin to realize the flexibility of the medium, according to Mike Valentino, CEO of TMPG Inc., the multi-award winning independent media promotion company.
Properly leveraged, non-traditional radio can "become the prime mover for the successful launching and implementation of most integrated/multi-content campaigns," according to Mr. Valentino.
"Radio remains the single most effective means of targeting consumers at the grass roots level and creating awareness and excitement about a client's product or service," he says. "And clients are now beginning to realize this."
Advertisers Don't Take Advantage
Valentino, who had 18 years senior management experience with major radio stations before founding TMPG in 1991, claims advertisers weren't taking advantage of the marketing partnerships that radio stations gladly offer.
"As opposed to using radio for paid spot ads, we use it as a news generator to jump start promotions. Stations have assets that go beyond on-air programming and DJ personalities, including promotional teams, local events, websites, email blasts and sampling capabilities," Valentino pointed out.
"Radio might be one of the oldest forms of electronic communications, but it plays a major and increasingly critical role in successful integrated promotions," he said.
TMPG has clients that include Kraft, BMW, HBO, American Express and Sara Lee.