Advertising on Radio

Radio provides an ideal advertising medium for small businesses, but running an effective campaign takes a bit of know-how. Just follow these four tips for navigating the radio waves.

1. Pinpoint Your Audience.

Every radio buy must begin with a clear understanding of the listeners you want to reach.

2. Know What You're Buying.

The three most important elements when evaluating proposals are reach, frequency and cost-per-point. Reach is the number of your prospects that'll hear your marketing message.

3. Look for Special Sponsorships.

Radio stations are promotional engines, and you can get on board. most stations offer the opportunity to sponsor news, weather reports or other types of regular programming. As a sponsor, you'll typically get additional mentions.

4. Entertain the Audience.

Once you've evaluated the proposals from the radio stations and negotiated and finalized your buys, you'll need effective spots.

posted by Abd ur Rehman