Sometimes advertisers have to be careful not to overbuy radio


It has not gone unnoticed by the marketers at the Shell Oil Company that consumers are making their way through a difficult economy, and that higher gas prices is one of the challenges they are facing. It has been designating a specific gas station in selected markets for a gas giveaway – a popular gesture that has it advertising on just one local radio station.

The energy company state, “Shell understands that with the holidays quickly approaching, many consumers are evaluating their purchases more closely to ensure they’re getting the most for their money.”

It began the program recently in Houston, Miami, San Francisco and Seattle. The second wave has taken place in New York, Atlanta, Dallas-Fort Worth and Portland OR.

The promotion, which lasts for 90 minutes at a selected station, is advertised on a very limited basis, using a Facebook page “…and through a local radio station at 6AM local.” The lucky motorists who get the message can receive up to 15 gallons of gasoline, and learn other ways that Shell can help them save money. The ads tell them where and when the fuel bonanza kicks off.

RBR-TVBR observation: It’s not at all hard to imagine one drive-time ad on one radio station swamping a single location with eager consumers ready to accept a freebie. So imagine what could be accomplished with a compelling message run on a normal multi-spot buy.

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