Title: BIG Mike's Tips for Buying Radio Ads
Length: 589 words
Author: BIG Mike McDaniel
Email: Mike@BIGIdeasGroup.
Category:Advertisin
2004 Web Address: http://BIGIdeasGrou
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BIG Mike's Tips for Buying Radio Ads
more about advertising from BIG Mike McDaniel
From meager beginnings in 1920, radio has grown
with us to be a major player in advertising. The
radio industry says they get about 8 percent of
all advertising bucks. Not bad when you consider
the many ways to hawk your service or product
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’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.
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.
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 BIG Mike's 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 radio salesperson
says). Avoid 10 second ads, too.
+ Just because you listen to a station doesn't
mean everyone does. Buy advertising on the
stations that reach your target customers, not the
ones you like (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 weeks per month on each station.
48 weeks per year gets the same impact of 52 and
saves 4 week's expense.
+ Buy at least 12 ads a week (18 on each if you can afford it).
Ask for Monday thru Friday only. More often than not you can
get it at no additional charge.
+ 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.
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.
BIG Mike is the author of "A is for Advertising"
The book that explains the many ways to keep your
advertising bucks from going right down the Dumper!
Learn more at BIG Mike's Advertising Book.
© 2006 BIG Mike McDaniel BIG Ideas Group BIG Mike is the Small Business
Advertising Expert and recommends Small Business
Articles where you will find hundreds
of articles about small business and small business advertising.
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