how do I make
for my business?
your products and/or services using radio as a medium is a
very intelligent choice...but which radio station or stations
should be chosen. How frequent does your commercial or
series of different ads need to play "on-air" per day
and/or week and what is your "message" or
"directive" (call to action) that you want heard by
More than ever before your
business is faced with tough challenges. Your cost of doing business is increasing
...competition within the marketplace is tightening ...profits are
becoming more difficult to generate, and your vendors are providing less and less marketing
support. Customers have grown more cautious of how and where they invest their money.
Then, of course, there are
"advertising issues". Do people read the
newspaper much anymore? Which of your customers watch television and which
shows do they tune-in and how often? Is
advertising on cable TV a wise
investment? Are the yellow pages an effective use of your ad budget? Do
people actually respond to outdoor ads? Is direct mail response really
only 1-2 percent? Thomas Media Group will help you to understand and evaluate the
basic strengths of each medium, including over-the-air broadcast radio. The best decisions are informed - intelligent choices on
which medium or combination of media offers the best solutions to your sales and
support and enhance your current advertising program either by itself or by
incorporating it into a broader, integrated media strategy.
Every advertising or marketing dollar you invest needs to
designed to produce results by bringing potential
and returning customers to your door. Undoubtedly you have many questions to ask and many
factors to weigh.
not as easy as some would like you to think...that's where
years of experience becomes a benefit in determining a
strategy that produces positive results.
it's no secret that some radio stations fail to present a
"listener friendly" environment to where your commercial
is "showcased" for maximum exposure. One can
simply listen in and wonder "...is there anyone still
tuned-in to radio station "XYZ" when they play upwards to 7
commercials in-a-row? This in addition to other
"on-air" features that can often lead into a cluster of
commercials about to be played in sequence. After about the
3rd to 4th commercial, that is played back-to back...the majority
of radio listeners will "punch out" to their 2nd, 3rd or
4th choice of radio stations...or worse yet for stations...they'll just simply turn it off. So what happens
to your commercial that you have paid "good $$" for when
it gets scheduled to play towards the end of a "cluster"
of commercials on radio station "XYZ"? You guessed it....not
much in the way of positive results for you!
then just purchasing what is commonly referred to as "ROS"
(Run of Station or Run of Schedule) or BTA (Best Time Available)
placement, or "Bulk Packages"....where the "average
spot rate" looks quite attractive compared to "Rate
Card" rates ....it is more important to the success of the $$
you are investing in radio advertising with "where and
when" your commercials
are going to play "on-air". Sure, it's OK to
purchase ROS schedules but only if you "pay
attention" to the details of what you have
purchased, henceforth, what percentage of the total
schedule will air which days and between what hours
of the day. Yes....there are intelligent methods to
purchasing air-time on radio stations and that's where experienced "broadcast" media
recommendations can be a major
help to you.
the move to increasing the effectiveness of your radio advertising
$$! Contact Steve Thomas at 603-312-5610 or use the
following email address (email@example.com)
to send an email message
requesting contact. Get on the
right track to maximizing the $$ you are investing in radio