"This will be on top of an expected 25 percent growth in the use of NTR this year, as advertisers begin to fully appreciate the flexibility and cost benefits of this medium," Valentino said.
"Given the socio/economic scenario, where people have less to spend on products and services, paid spot advertising and standard issue publicity is not going to motivate the consumer.”
"These techniques are an important part of the communications mix, but the immediate need today is to jump start a campaign, generate positive and credible "Word of Mouth," plant an idea, create 'buzz' -- and that's where Non Traditional Radio plays a key role," according to Mr. Valentino whose clients include Sara Lee, American Express, BMW, Kraft and others.
Elements of the communications mix "are changing to include more off-air activity, and will increasingly leverage stations' digital assets such as websites, blogs, video content, streaming programming and loyalty platforms such as opt-in email blasts and text messages.
"However, the catalyst will continue to be on-air DJ endorsers and engaging station promotions that fully utilize all of the platforms mentioned above," according to Valentino.
"The amount of unfiltered data reaching consumers makes it more difficult than ever to make informed choices. But a gentle nudge in the form of a personal endorsement by a trusted, local celebrity can make a big difference in sealing the deal for the advertiser," he said.
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