If you were one of the 706,000+ listeners tuned into a Portland radio station last week, then chances are you heard one of Warren Buffett's radio commercials.
Mr. Buffett's company owns Geico. And last week, like most other weeks, Mr. Buffet's company invested in more radio commercials than any other advertiser.
Mr. Buffett has a personal net worth of $87.5 billion dollars, according to Forbes Magazine's Real Time Net Worth Monitor. This makes Mr. Buffett the 3rd richest person in America.
Mr. Buffett's wealth has been built on investing in value, not by chasing "the next big thing." Mr. Buffett makes his investments based on solid fundamentals, not on, as he says, "chatter."
If a Maine small business owner depend on "chatter" to forge their advertising investment decisions instead of media fundamentals, then they cannot hope to achieve a substantial return on investment.
So let's look at radio's advertising fundamentals, or as I call them, the three "R's"...Reach, Recall, Return.Read More