Page 153 - 101 Ways to Market Your Business

101 WAYS TO MARKET YOUR BUSINESS

that is played during prime time may have five times the
number of people listening than at two in the morning,
but you will probably pay five times the amount for that
particular space.

Think about who you are trying to reach by advertising
on the radio. If you are targeting pensioners, will they be
listening at 2 a.m.? It is very unlikely; however, if you are
targeting taxi drivers or shift workers, a 2 a.m. space is
probably perfect.

Once you know who you are targeting and you have
an idea when they will be listening (the radio station should
be able to provide these figures) you can book your air
time.

If you book ‘run of station’ for blanket coverage, the
radio station will slot your advertisements in anywhere,
normally with a proportionate mix of prime time and quiet
time. This is the easiest way to book space; however, you
really need to think long and hard about the benefits of
your advertisements being played in the middle of the
night.

Zone buys are also available. The day is divided into
three time zones and you purchase advertising within a
particular zone. This is cheaper than booking time during
a specific program. Each radio station may offer a slight
variation on this theme, making it worthwhile to discuss
this concept with your sales representative.

Another option is to sponsor a regular radio feature like
the weather or the drive time traffic report or the enter-
tainment guide. If your business is relevant to an area like
this, ask for prices on sponsoring that space.

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