NPMA Reaches Consumers Through The Airwaves

The Professional Pest Management Alliance launched its 2008 radio advertising campaign this week, with ads running through May 25, 2008. Fully funded by PPMA Guardians and Contributors, this year’s campaign features six different commercials with strong, consistent calls to action— contact a pest professional and visit www.pestworld.org. This strategic advertising schedule reaches the pest control industry’s target audience of adults 35+ with an emphasis on women listeners. Commercials airing on Radio Disney will direct young listeners to NPMA’s children’s Web site, www.pestworldforkids.org and in turn, actively engage parents.

Three commercials reflect NPMA’s new “Myth-busters” campaign, which highlights common pest myths for termites, mice and bed bugs. These ads deliver hard facts on how these particular pests can pose significant health and property threats to the listeners’ homes and families. , This campaign will be heard during various programs, notably CBS News Network, Business Radio Network and Kings of Evening Talk, featuring Jim Bohannon, Larry King Live and the Lars Larson Show.

New this year, NPMA will be airing commercials on Air America Talk shows to ensure maximum reach of its homeowner message. With 2008 focused on the upcoming Presidential election, NPMA wanted to grab listeners where they are tuned in — and for much of the public, customers and potential customers that will include liberal talk radio. With the Democratic ticket still undecided, listeners will be locked in on these stations and subsequently, tuned in to the industry’s message.

NPMA also continue its three-year relationship with the Osgood File, with an advertisement specially recorded by Charles Osgood. This spot was debuted at the association’s Legislative Day board meeting in March. A new radio personality added to the NPMA ad campaign is five-time Emmy Award, four-time Writer’s Guild Award winner and dynamic radio show host, Dennis Miller. Miller will do live reads of NPMA advertisements during his daily radio show.

Commercials geared toward children and their parents will run on Radio Disney March 31 – April 27, 2008, featuring the ever-popular NPMA children’s character, Archibald the House Ant. Corresponding banner advertisements will also be featured on Radio Disney Online.