Sample Clinical Research Study
Advertising Options and Budget Estimates
[Includes Radio, Cable and Online]
9.1.11
2
Spot Radio Advertising• :60 radio message• Radio ad production
= $4,500 for one announcer and one patient or doctor (similar to Michigan Difference radio ads)
= $2,225 for announcer only
= $0 for live or recorded reads by radio station personnel• 1-week schedule = $7,179• 3-4 week lead time• Includes stations targeting adults 40-80 years of age such as:
3
Traffic Radio Advertising
• :10 Traffic radio spot can be tailored to each audience and has no production fees. It allows for flexibility to run a different messaging on different stations (1-2 stations can be omitted).
• 20 spots/wk for $2,436/wk (minimum)
• 30 spots/wk for $3,654/wk
• 40 spots/wk for $4,872/wk
Station Frequency Format
CIDR 93.9 FM Adult Album Alternative
CIMX 88.7 FM Alternative
CKLW 800 AM News/Talk
CKWW 580 AM Adult Standards
WCHB 1200 AM Gospel
WCSX 94.7 FM Classic Rock
WDET 101.9 FM NPR
WDMK 105.9 FM Urban Adult Contemporary
WDTK 1400 AM News/Talk
WDZH 98.7 FM Smooth Jazz
WGPR 107.5 FM Urban Adult Contemporary
WHTD 102.7 FM Urban
WJR 760 AM Talk
WOMC 104.3 FM Oldies
WRCJ 90.9 FM Classical
WRIF 101.1 FM Active Rock
WWJ 950 AM News
WXYT 1270 AM Sports
WXYT 97.1 FM Sports
WYCD 99.5 FM Country
4
Cable TV Options
Interconnect
• Covers the entire Detroit Media Area
• $12,667/week
Soft Systems
• Wayne #22 and Ann Arbor #1
• $4,724 total/week
• Production costs: Simple, basic motion graphics, voice overs and stock music = ~$6,000 (Additional “talent” costs if doctor or patient is on-camera)
• 4-5 week lead time for production and media negotiations• Daytime, Weekend Daytime, and Late Night dayparts (with emphasis on Late Night)
5
In-Text Online Advertising• Identify keywords/
phrases in articles with significant relevance to X study
• Target Southeastern Michigan (50 mile radius outside Ann Arbor)
• Links to study details page or other web site
• $10,000 for 2-month schedule
• Approx. 3,300 clicks throughout campaign
In-Text Format - Ad appears when user mouses over text link within
article. UMHS pays only once user clicks on the ad.