WHITE PLAINS, N.Y., May 6, 2008 (PRIME NEWSWIRE) -- A weakening economy and a growing appreciation among advertisers will boost the use of Non-Traditional Radio in major marketing promotions by at least 25 percent this year, according to Michael Valentino, CEO of TMPG, Inc., the award-winning marketing communications agency.
"Advertisers are beginning to realize the flexibility of this medium, discovering that properly leveraged, non-traditional radio can become the 'prime mover' for successfully launching and implementing integrated/multi-content campaigns," Valentino said.
"In a declining economy, where people have less to spend on products and services, paid spot advertising and standard-issue publicity simply won't get the consumer motivated. You need to generate positive Word of Mouth (WOM) to plant an idea, get people to talk about what they hear, create buzz -- and that's where non-traditional radio plays a key role," Valentino said.
Non-traditional radio is the tool that gets the 'WOM' conversation started using popular, credible media celebrities who can reach out to a target audience and convince them to sample a product or go to a client's website for more information. "Instead of using radio for paid spot ads, we'll get a popular DJ to plant an idea about a product or service in a way that sounds more like a personal point of view than an advertisement," Valentino said.
About TMPG
TMPG, founded in 1991 by Michael Valentino, has created innovative campaigns for a host of blue chip clients including Kraft, American Express, BMW, Sara Lee, DISH Network and others.
The company recently expanded its promotional capabilities, offering clients multi-discipline "Turnkey" campaigns. These include digital promotions that include website design, content development and data capture; and travel promotions offering interactive experiences with entertainment and sports celebrities.