Mediamark Ghana Engages Advertising Clients
Mediamark Ghana has held its first ever interactive executive breakfast meeting with its major advertising clients and customers on ways to strengthen their partnership in 2017.
Several discussions were held by media experts to expose business managers on the power of radio in advertising products and services.
Addressing the meeting, George Andah said, “without proper structures and well thought out marketing and advertising plans, radio cannot perform magic in promoting products or services.’’
He added that companies must be more creative in advertising their products and services on radio since it is a powerful medium to reach their target audience.
Mr. Andah advised business leaders to develop strong ties and relationships in business circles with major stakeholders in order to promote their companies.
Bright Ladzekpo of PHD advised businesses to rely on correct data to make their advertising decisions on radio.
He said radio continues to be one of the most sought after mediums in advertising but oftentimes advertisers wrongly utilize its usage.
According to him, businesses must not just advertise on any radio station but focus on stations that have the potential to professionally promote their products and services.
Mr. Ledzekpo indicated that radio is well positioned to drive the sector but has also lost grounds because of the several fragmentations of audience and players in the radio industry.
He posited that data provided has shown that TV has 92 percent penetration but radio is gradually taking over with a recent 91 percent penetration.
According to him, advertising agencies must utilize the data provided and milk it to the benefit of their organisations in radio advertisement.
“Radio has 20 percent recall than TV and expands more on mental and physical ability sometimes even better than TV. Radio can achieve relevant target of audience using social media. Radio achieves multiplying effects that allows us to optimise the dollar that we spent on each audience using the Cost Per Thousand,” he stated.
Nick Grubb of Kagiso Media, speaking on the power of radio as compared to television and social media, said, “radio is winning the advertising war the world over and most companies are utilising its power to undertake successful campaigns.’’
According to him, with Mediamark’s years of experience in radio, businesses will get the full benefit of radio advertising when dealing with Mediamark particularly in the coming years as they strengthen their relationship.
He advised business leaders to challenge the Mediamark Ghana sales team to go the extra mile to give them the best of radio advertising beyond the normal buying of air-time.
Mr. Grubb added that radio has a unique connection with a wide range of audience which brings about mutual benefits.
“Radio is the new frontier using circular contents to better engage and understand its audience through social media discussions. Among these audience niche, it enables advertisers are able to segment their audience more better,” he noted.
The meeting which came off at the African Regeant Hotel forms part of activities marking the first anniversary of Mediamark in Ghana.
Present were George Andah, Founder & CEO – Rudder Solutions, Bright Ladzekpo, MD/CEO – PHD Ghana and Nick Grubb – Chief Executive, Radio – Kagiso Media, South Africa as well as the CEO of Global Media Alliance Broadcast Company, Akwasi Agyeman and the CEO of Global Media Alliance, Ernest Boateng.
Mediamark is sales representative for a range of major radio, television, digital and eventing media channels. These include e.tv Ghana, a free-to-air terrestrial television network; YFM, a youth-based radio brand with separate broadcasts in Accra, Takoradi and Kumasi; and Happy FM, a popular, sports-focused talk radio station.
Mediamark is a leading independent media sales house which operates in South Africa and currently in Ghana, ensuring brands derive maximum value from their advertising spend through multi-channelled advertising solutions. Mediamark works closely with advertisers to conceptualise and execute innovative campaigns that help them meet their business objectives. Mediamark offers solutions in the radio, digital, TV and Events space.
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