Radio Advertising
In1895, Guglielmo Marconi became the first person to successfully
transmit and receive long-range radio signals. But once the details
of his advances became widely known, a large number of competitors
sprang up on both sides of the Atlantic, many of whom developed important
refinements of their own. The age of radio, and thereby radio
advertising,
had begun. Many believe the age of advertising on radio has past but
it still remains one of the most affordable and effective forms of
advertising. If you are thinking of buying radio station advertising you are in good company. Advertisers spent close to $20 billion on
radio in 2000--and even during the 9/11 crisis, radio never fell victim
to the slump experienced by print and other media. The cost
of radio advertising will be determined by what you are looking for, such as local, regional
or national coverage but radio advertising rates are still among the
most competitive rates in the advertising marketplace.
The results you are likely to get from your radio campaign will depend
on at least two important factors: creating appealing and effective
spots, and making an effective media buy. To accomplish both, stick
to the following guidelines.
·
Hire production pros. This is not a do-it-yourself field, unless you
have worked in this field yourself.
·
Make sure the spots produced are relevant to your target audience.
·
60-second spots are still the norm. Use engaging music, sound effects
and voice talent. You need to be able to create images in the minds
of the listeners that engage them.
How do I buy time for radio advertising?
·
Identify a narrow demographic target audience. Identify their habits
and characteristics.
·
Contact the stations you believe match your audience and have them
provide you with proposals. These should include a ratings breakdown
for your target group and a signal coverage map.
·
Evaluate the proposals. Base your decision on reach, frequency and
cost per point. The ‘reach’ constitutes the number of individuals
in your target group who will hear your message. Frequency is determined
not by how many times your spot will run but by how many times your
target group will hear it. The ‘cost per rating point’ or
CPP is the cost to reach 1 percent of your target audience. Watch for
ROS or run-of-station prospects. These are lower-cost spots but they
air in the middle of the night. If you are targeting that market than
you can save with these lower rates.
·
Select the station that gives you the most frequency, and then reach.
It will take more than one exposure for your message to be effective
so buy as many additional prospect contacts as you can afford.
Additional information can be found at these links:
Marketing Sales Services Links
Ad Agencies
Automotive advertising agencies, internet advertising agencies, best advertising agencies, pharmaceutical advertising agencies, advertising agencies
Banner Advertising
Banner advertising rates, web banner advertising, advertising banner, advertising online, internet advertising
Media Buying
Online media buying, media buying company, media buying services, media buying, media buyers
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