1. Call your radio representative. Set up an appointment to meet. If you have never advertised with the station before, ask him to bring his station's ratings with him. Always call well in advance of the date you think you might want to start running your radio ads.
2. Review the ratings during the appointment. Ask specific questions about time slots. Describe the type of prospect you are interested in reaching. Listen to the representative's suggestions. If you have a tape that is already prepared, give him a copy of it. If you want the station to create your ads for you, tell your representative you will commit to the schedule if he can create ads that you like.
3. Tell your rep what you want your commercial(s) to be about. Be specific. Have everything written down so you don't forget any details. If you've heard a commercial that you really like, tell your rep. about it. It will help him understand what style of commercial you like. Tell your rep. you'd like to hear different approaches, that you like imaginative commercials using good sound effects. Depending upon the station, there may or may not be a charge for this service. Sometimes, there is no charge to create speculative ads.
4. Set up a time to go to the radio station to hear the spots your rep. has created for you. Tell the representative which spots you like, and which spots you don't like. If none of them work for you, ask him to come up with some new ideas.
5. If you like the spots, commit to a schedule. Ask for a copy of the commercials. Play them for your salespeople before they run on the radio. Tune in and listen to the radio when your spots are scheduled to play. If they do not run at the right time, call your rep.
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