Article Title: Sandy Brings Back Prime Time for Original Wireless Network: Radio
Article Link: http://adage.com/article/media/hurricane-sandy-brings-prime-time-radio/238114/
Hurricane Sandy is not only shaking up the United States,
but the advertising industry as well. Currently in New York, there are over 5
million households without power. This means no cell phones, no laptops, no
internet, no TV, only battery powered radios. During major news events, radio
stations run fewer ads. Currently, ABC Radio has scaled back ads to relay
emergency-related information and statements from the governor and mayor of New
York. However, this has not stopped advertisers from running after this
opportunity to reach a large population that only has a few forms of media available. The
hurricane has benefitted some advertisers who already bought the advertising
radio space before the storm. These spots are getting a huge number of
impressions that they didn’t have to pay for. Insurance companies are also flocking
to the radio space. Geico even changed its creative last minute to demonstrate
how to file a claim. Four-wheel drive automotive dealers are buying the space
too. Local businesses are trying to make a profit off of the storm and are looking
to capitalize off the focused attention on radio as well. The local businesses
that are paying for radio space are those that offer generators, water damage inspections,
roofing and siding, and home improvements. There are still some parts of New York
that don’t have power and advertisers will continue to look to capitalize off
of the opportunity that Hurricane Sandy has provided.
Discussion:
1. Do you think it is insensitive to advertise to
these people who are victims of the hurricane?
2. Is it acceptable to advertise products to these people who are affected by the hurricane, or just services that will benefit them?
3. Do you think this advertising will be effective, even when
these people do not have a lot of money to be buying new services and products?
4. Would another form of advertising be more effective
in reaching these people, such as outdoor, newspapers, or magazines?
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