Q Is Radio too expensive?

A- I have heard over the years from several business owners who have stated radio is expensive. And they can be right, if you look at all the choices that an advertiser has today, radio can be an expensive option. I tell every client that is radio does not work, yes, it is too expensive. That why it is important that you work with the right Account Executive to match your product or service with the right audience for maximize result.

Q Does Radio Work?

A - The simple answer is yes. But it is not a cookie cutter process. Individual attention needs to be given for every new client. Example: You could take two dealerships that sell the same line of vehicle. One advertiser sells on price, the other sells on quality. The radio campaign needs to match the client's brand, unique identifying feature, and the message they deliver with their overall advertising.
Q How does a Radio Station price their commercials?

A- Each radio station prices their inventory in various ways. Radio stations can offer 15, 30, and 60 second radio ads. One standard in pricing their ads is using market analysis on where they stand in overall market share. For national business a formula of Cost Per Thousand is used based on the overall 60 second "spot" cost. For regional and local business a rate is used for the time period you are buying. "Prime Time" is the when the station has the most listen, thus, they can charge more per minute. Usually a radio stations morning show 6a-9a Mon Fri is considered the most expensive.

Q How do I buy Radio?
A There is now exact formula for buying radio. If this was true, there would be no need for Account Executives. Each campaign should reflect what it is you are trying to sell to the listeners. Example: A restaurant client. This client would target the time periods that reach the listeners when they are most likely to make the decision to eat. Qualitative analysis would be available to pin point those time periods that would be best suite the client's needs.

Q What does FM and AM represent?

A Frequency Modulation and Amplitude Modulation. In basic terms, it means the way the radio wave travels. Typically an AM signal can travel a farther distance with low wattage.

Q Why are AM stations usually talk radio?

A Because of the way sound travels on an AM radio wave, it is general best for voice tracks. With new technology of course this can all be corrected for both FM and AM.

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