Dr. Greg Cynaumon�s Radio Advertising Approach

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) July 20, 2006 -- One of the main purposes for my internship with Dr. Greg Cynaumon and his advertising agency (Ad�col�ogy, Inc.) is to learn as much as I can about what has made him one of the more successful commercial spokespersons over the past ten years with products like The Phonics Game, Hooked on Phonics, CortiSlim and his latest project � SoniClear for acne control. I�m overwhelmed at times, but am learning a lot.

For instance, Dr. Greg has a unique approach to marketing products on radio. One reason he chooses radio first is that it allows him to test market more efficiently and inexpensively than shooting television commercials from the start. He feels that the key to this approach is the ability to track and understand the consumer reaction to his commercials and then adjust �on the fly�.

For instance, each station airs its commercial with a unique phone number and some with unique advertising messages even though the product is the same. When consumers call the unique 800 numbers, Cynaumon knows (within minutes) which stations and advertising messages, markets and consumer demographics are successfully moving product - and which are not. He can then map out his demographic and match up his product with the consumer profiles who want it. Utilizing this approach, Dr. Greg has the ability to almost hand deliver products directly to the right consumers at the right time and on the right stations. The result is the ability to lower advertising costs while increasing return on investment. The most interesting thing to me is that, once he has figured out what appeals to consumers through his radio tests, he then factors all that into a TV advertising production and schedule. This way, he has eliminated much of the risk of an expensive failure on TV. In fact much of his approach to marketing is followed by this equation:

a - Construct a theory for positioning the product
b - Test the theory through careful media purchases
c - Observe, listen to and evaluate the responses
d - Adjust the marketing message as needed (continually)

Getting back to radio though, Dr. Cynaumon prefers radio to all other forms of media. He is a self proclaimed �radio junkie� and has been his whole life, whether it be listening to Los Angeles Dodgers announcer Vin Scully (his favorite radio personality) or just admiring well written commercials, Dr. Greg Cynaumon has always enjoyed the versatile nature of the radio airwaves. It�s interesting for me to note how the �shrink� side of Greg hears and takes note of subtle things in commercials that I really never knew were important. Things like changes in voice, tone, inflexion and grammar � how warm the commercial sounds and feels to the listening consumer are continually being monitored and measured.

Many advertisers feel that because much of radio is not nationally syndicated it can�t be as successful for the advertiser as television. Dr. Greg however, feels that radio is the best gauge of how well you are doing in your market and for how ready you are to start a television campaign. Radio is the best for buying just a few spots in a targeted demographic so as to test the success of certain commercials. It is then very easy to purchase radio spots across the nation for less than television commercials and run what is working. It would be a shame to spend a huge portion of your budget on a television commercial that doesn�t move any product, but Dr. Greg has found a way to drive more results while utilizing less capital. I have yet to come across a businessman who doesn�t like that format.

For the time being, this approach is working for us at Ad�col�ogy, but as Dr. Greg Cynaumon continually reexamines the market he is looking for any indication of change. As long as listeners enjoy radio, I�m sure Dr. Greg will continue to advertise on it. If things do change for whatever reason, I�ll be right here to let you know the new trend in marketing.

More information can be found online at http://www.drgregshow.com