This diagram simplifies the processes of creating and dispatching a radio commercial and telling the radio station when to run it.
Every arrow is an opportunity for information to be mis-communicated, because information is being communicated manually, mostly through phone calls or email.
In reality, there could be many revisions to both the ad itself, further complicating communications and providing more opportunities for error.
The crucial points are 7 and 8.
The information about when to run the ad, and the ad itself, are only linked at the radio station, by two separate sets of staff, often in two different cities.
AudioNET's 2008 White Paper "Radio Commercial Logistics in Australia" calculated an average 4% error rate in every radio campaign. 80% of errors occur because of information discrepancies between the media agency, creative agency and radio station: email communications.
In the past 3 years, the average error rate has not changed.
AudioNET's MI delivery can reduce the campaign error rate, by applying the same rigor to MI dispatch, as it does to material dispatch.
AudioNET MI dispatch cross-checks the key numbers and radio stations in the MIs against the key numbers and radio stations on the material dispatch, and automatically flags any differences.
AudoNET MI dispatch also provides a reliable process for revising MIs, ensuring old MIs are recalled quickly and efficiently so there's no confusion.
When you dispatch your commercials with AudioNET, there is no charge for MI dispatch.