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Casual Articles - The SKINNY on Radio Advertising
If you'll trust me on anything, trust me on this...when a client won't buy an idea from its advertising agency, things get VERY, VERY bad VERY VERY fast.What really happens when a client won't buy an idea is that there ensues an immediate scramble to find new ways to sell ANYTHING.It's DEFCON 5 right away for the entire ad agency an
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year
Those of us who are highly creative and artistic employees know how we can be looked at differently by those who operate from the other side of the brain in the corporate world. It can be hard to fit in to conservative work environments at times for those of us who are free-thinking and artistically expressive. The creative mind is cut from a ver
They get their fair share because radio works. With over twelve THOUSAND radio stations in the country, the music and news they broadcast is everywhere.
Radio is the mobile medium. Few cars have TV’s up front, and few drivers can read the New York Times while driving (safely). The advertising on radio targets you passively. You don't have to be looking at it or reading it to get the message.
Radio’s strength is drive time. The times of the day when most people are in their cars driving to and from work. You can sound like a pro when you call ‘em AMD and PMD.
AMD is morning (AM) drive time, typically 6 to 10am. AMD is traditionally the most expensive radio time because that’s when more people listen.
PMD is afternoon (PM) drive and is considered to be 4 to 7pm.
Other radio slots are DAY which represents 10a to 4p period and EVE, 7 to midnight.
Most radio stations offer two ways to buy ads. Specific placement (I want to be in the Roscoe Billy Bob Show) and ROS (Run of Station) a formula that spreads your announcments into all dayparts, including late night and overnight. Of course there are specials and sponsorships, too.
Here are my tips for buying radio ads
+ Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)
+ Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)
+ Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.
+ Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year p
When it comes to budget planning you need a solid plan that will map out what it is you need to be doing with your money. If you don’t have a budget then you are out spending money and really aren’t making sure you have enough to pay your bills or even that you have enough set aside for emergencies or retirement. So, it is important to have budge
Radio’s strength is drive time. The times of the day when most people are in their cars driving to and from work. You can sound like a pro when you call ‘em AMD and PMD.
AMD is morning (AM) drive time, typically 6 to 10am. AMD is traditionally the most expensive radio time because that’s when more people listen.
PMD is afternoon (PM) drive and is considered to be 4 to 7pm.
Other radio slots are DAY which represents 10a to 4p period and EVE, 7 to midnight.
Most radio stations offer two ways to buy ads. Specific placement (I want to be in the Roscoe Billy Bob Show) and ROS (Run of Station) a formula that spreads your announcments into all dayparts, including late night and overnight. Of course there are specials and sponsorships, too.
Here are my tips for buying radio ads
+ Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)
+ Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)
+ Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.
+ Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year
Even though you and your directory rep are relatively satisfied with your current ad, you have the nagging feeling it could be improved. The problem is you’re (a) right, (b) don’t know enough about advertising to know what, (c) too cheap to hire a consultant to uncover the issue, or (d) all of the above. Most Yellow Page ads are missing an essent
PMD is afternoon (PM) drive and is considered to be 4 to 7pm.
Other radio slots are DAY which represents 10a to 4p period and EVE, 7 to midnight.
Most radio stations offer two ways to buy ads. Specific placement (I want to be in the Roscoe Billy Bob Show) and ROS (Run of Station) a formula that spreads your announcments into all dayparts, including late night and overnight. Of course there are specials and sponsorships, too.
Here are my tips for buying radio ads
+ Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)
+ Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)
+ Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.
+ Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year
I’ve been an advertising consultant to thousands of businesses over the past 35 years. During that period, I listened to various companies bemoan the fact that another competitor was entering their marketplace. I asked them why that was a problem, and they usually explained how the new guy would probably take away some of their customers.
+ Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)
+ Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)
+ Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.
+ Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year
Every business stores items in boxes or drawers. Most businesses have a plethora of storage containers stacked on shelves and, perhaps seldom have to locate these stored items. But when an employee needs to locate one of the items in storage, can it be found quickly? After all, time is money.Usually, the employee stands in front of a stack
+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year per station.
For more about radio get my article "Do Your Radio Ads Work?" Send a blank eMail to MailTo:RadioAds@BigIdeasGroup.com
Remember the media salesperson is interested in selling ads, not improving your business. It is up to you to be the expert and make the informed decisions.
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