Tips for purchasing radio ad time on budget
Radio advertising is an effective way to generate brand awareness and reach a large audience in a short time. It is particularly useful for small and mid-sized firms who are tight on budget. With the help of these tricks, one can purchase time for a radio ad on a budget.
Plan early
One of the easiest methods of saving money is to plan early. Radio stations give discounts to advertisers who purchase slots in advance. It is also handy to ink a long-term contract. Companies that do not buy a slot in advance are likely to suffer as rates increase with time. If the station is sold out, it is next to impossible to run an advertising campaign.
Purchase short commercial time
Apart from offering standard commercial time (60 seconds), many stations offer advertisers the option to buy short time (15 seconds to 30 seconds). The longer an ad runs, the more expensive it is and vice-versa.
Slot ads on fringe days
Cost of radio ads on fringe days, i.e. days that are less in demand, are less. On special occasions such as festivals, rates are quite high. Advertisers can save a lot by slotting ads on fringe days.
Choose stations that cater to the target audience
For small firms, it is difficult to advertise on multiple stations. Therefore, it is vital to choose stations that cater to their target audience. For example, if their ad is for the youth it must be advertised on a pop or rock station. If it is for senior citizens, they must choose a station preferred by the elderly. Firms must contact various stations and see their target demographics.
Choose run of station schedule
Run of station (ROS) schedules are cheaper than prime time schedules. In ROS schedules, the station decides when to play the commercial. However, advertisers must ask for an approximate time as to when their commercial would be aired.
Engage in cross promotion
Enterprises must enquire from sales representatives of various stations about advertisers interested in cross promotions. Cross promotion is rewarding for both parties since it increases airtime and exposure, thereby driving sales.
To make an impact, companies must make their ad short, crisp, concise and memorable. The most relevant information must reach the ears of the listeners in the shortest possible time.
Plan early
One of the easiest methods of saving money is to plan early. Radio stations give discounts to advertisers who purchase slots in advance. It is also handy to ink a long-term contract. Companies that do not buy a slot in advance are likely to suffer as rates increase with time. If the station is sold out, it is next to impossible to run an advertising campaign.
Purchase short commercial time
Apart from offering standard commercial time (60 seconds), many stations offer advertisers the option to buy short time (15 seconds to 30 seconds). The longer an ad runs, the more expensive it is and vice-versa.
Slot ads on fringe days
Cost of radio ads on fringe days, i.e. days that are less in demand, are less. On special occasions such as festivals, rates are quite high. Advertisers can save a lot by slotting ads on fringe days.
Choose stations that cater to the target audience
For small firms, it is difficult to advertise on multiple stations. Therefore, it is vital to choose stations that cater to their target audience. For example, if their ad is for the youth it must be advertised on a pop or rock station. If it is for senior citizens, they must choose a station preferred by the elderly. Firms must contact various stations and see their target demographics.
Choose run of station schedule
Run of station (ROS) schedules are cheaper than prime time schedules. In ROS schedules, the station decides when to play the commercial. However, advertisers must ask for an approximate time as to when their commercial would be aired.
Engage in cross promotion
Enterprises must enquire from sales representatives of various stations about advertisers interested in cross promotions. Cross promotion is rewarding for both parties since it increases airtime and exposure, thereby driving sales.
To make an impact, companies must make their ad short, crisp, concise and memorable. The most relevant information must reach the ears of the listeners in the shortest possible time.