Radio Advertising, like any other form of advertising, is effective when you have done your homework. 

• Why are your advertising - branding, leads, sales?

• You need to know your target audience

• What age brackets are you marketing to?

• What do they buy?

• How do they buy?

• When do they buy?

• Where do they buy from?

• How do they pay?

• How often do they buy?

• Is your competition using the same advertising medium?

• How many people can you reach per advertising slot?

• What are your projected advertising costs?

• Do you get series discounts?

• Do test advertising

• Monitor your advertising, measure the outcome

• Change your advertising taking your test runs into account

• Make sure your advertising works

How do you start? See the research example below - take it from there and go into more detail and planning.

"ABC Radio Networks has 4,600 affiliate radio stations reaching 109 million people age 12 and over each week. Programs and services include ABC News Radio, Paul Harvey News and Comment, The Sean Hannity Show, Satellite Sisters, The Tom Joyner Morning Show, The Doug Banks Morning Show, MoneyTalk with Bob Brinker, The Mark Davis Show, The Larry Elder Show, American Country Countdown with Bob Kingsley, The Dan Patrick Show, The Michael Baisden Show, Dick Bartley's Rock & Roll's Greatest Hits, The John Batchelor Show, Todd Pettengill at the 80s, Renan Almendarez Coello-El Cucuy de la Manana, El Vacilon de la Manana with Luis Jimenez and Moonshadow and El Vacilon de la Manana with Enrique Santos and Joe Ferrero. Other ABC broadcast services include ABC Sports Radio, Radio Disney, syndicated music and talk programs including Flashback, format-specific ePREP and production libraries, ABC's Jack FM(TM) and eleven other 24-Hour Formats, including Scott Shannon's True Oldies Channel and ESPN Radio, which is the exclusive network radio home of Major League Baseball, the NBA and the Bowl Championship Series."

We will cover more in the next edition ... please bookmark this page.