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Production is reasonably easy and inexpensive in radio. All you need is a solid script, a sound effects library, and a creative producer and ad representative to help you build a series of winning ads. While you can create 10- or I 5-second spots, 30-second or 60-second spots are more typical.

In your ad, you must repeat the name of your dealership many times. Remember, the listener has nothing to refer back to when your radio ad is over. Repeat the name of your dealership often enough to help the listener remember it. The same rule applies for your phone number and address. If you're going to include them, repeat them many times so the reader can remember them.

Radio is a kind of intrusive advertising. A listener picks a station based on his musical or talk-show tastes, and listens to the ads as they are presented to him. He has no choice but to listen unless he wants to change channels. Repetition is the key to making intrusive advertising successful. You must repeat an ad many; many times for it to work. Remember, in intrusive advertising, the listener did not choose to hear an ad; it was forced upon him.

When you are working with an intrusive medium like radio you must invent ads that use all of radio's creative strengths.

In other words, try to make your ads sound so clever that the listener will want to hear them, Creating clever ads is more a matter of using the right sound effects than trying to create a funny script. In fact, if you try to be too funny, the ad may sound corny. Your radio representative will help you create the right ads for your dealership.

Remember, too, that you can have one station create all of' your ads and then make copies of those ads for other stations. Buying a mix of stations is a wise idea. No one station will ever appeal to every one of your prospects.

Be consistent with your ads. Sometimes you might want to create one ad for the country western station, and another for the classical, but for the most part, you'll want to run the same ads on every station you buy.

When deciding which stations to use, don't let your own taste be the deciding factor. Review the ratings. A station's ad rep. can tell you all about the station's listeners. These listener profiles will tell you if the station is a good match for the kind of prospect you're trying to reach.

Radio advertising is a fin ite form of advertising. In newspaper, if you have more news to report or more advertising scheduled than usual, you expand the size of the paper. Radio cannot expand the 24 hours in a day to accommodate extra news or advertising.

Because the difference in listenership is so varied at different times of the day, radio stations create different ad rates for different times of the day.

Traditionally, drive-time is more expensive because many listeners are tuned in as they drive to and from work. Some shows have particularly high ratings because of on-air personalities. Expect a higher rate for these as well.

Whether you choose to pay the higher rate is a decision only you can make.

Are you willing to pay more to advertise during the times of the day when the most listeners are tuned in? Would you rather have fewer ads running at the best times or more ads that reach fewer listeners?

In conclusion, remember that in radio advertising you must commit to an aggressive schedule over a period of time if you want your commercials to be effective. Make sure the production value is excellent in every ad you run.



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