Before making decisions about radio Ads, you need to think about the
following ideas:
- Determine who your listeners are and when they are likely to be listening.
If your target audience is construction workers then you may want your Ads
to run from 5:30 to 7:30 a.m. and from 4:30 to 6:30 p.m. when they are
driving to and from work.- Radio Ads must have a high frequency to be effective. Run clusters of Ads
to maximize the chance of your target audience hearing the Ad.
Therefore, with the construction workers, at least 3–4 radio Ads in each
two-hour time interval would be effective. - If you use radio advertising in support of a special event, then increase their
frequency as the date of the event approaches.
Consequently, with the construction workers, some additional radio Ads
would run during noon hour lunch breaks, mid morning, and mid afternoon
coffee breaks.
Grain additional impact by broadcasting a radio remote broadcast from
your business location. Some customers will stop by your business to see
the additional activity and see the radio personality in action. - Placing one or two radio spots a week is a waste of money and will have
little effect.
Even placing a radio spot each day will have little effect. The radio
salesperson will be happy to sell you these spots and even convince you
that they will be effective.
However, in doing this they are really just filling in the available time slots
left from other more coordinated radio campaigns. - The only time that lower Ad frequency may be considered is:
If your Ad is a regular feature sponsor of the major news broadcasts of the
day
If your Ads are a feature sponsor of a radio show hosted by a well-listened-
to radio personality in your market.In both these cases, you will be paying a substantial premium for securing this
advertising time for your Ads.