Every industry has its own jargon. Radio is no different. To communicate with the radio salesperson and get what you want, you should know and understand the radio terms.
Radio is divided into "dayparts" so you can pick the time of day where you want your commercials.
Radio's big strength is in the morning, "AM Drive" or AMD. Traditionally AMD is 6 to 10am (beware some stations hedge the time by starting at 5am). AMD is the most expensive of "placed" advertising because the audience is larger.
The next level of radio listening is the drive home "Afternoon Drive" or PMD. 3 to 7p.
Then comes "Midday Listening", DAY, 10a-3p. "Evening Listening" is EVE, and covers 7p to
midnight.
"Overnight", the smallest audience, OVN,is midnight to 6am.
For the best radio coverage, you should have some commercials in all dayparts and a "Run of Schedule" frequency. ROS is the term meaning a few in each daypart. The frequency is the total number of commercials in any week.
For most advertisers, 24 commercials (24x), ROS, a week is sufficient. However, if you are pushing a high traffic sale or a big grand opening, you can push the limit with one commercial every hour (Saturation).
A donut is a commercial with the same beginning and end and a "hole" in the middle for changing copy. Using a donut can give you brand awareness by keeping the same theme, while changing the message.
Radio is divided into "dayparts" so you can pick the time of day where you want your commercials.
Radio's big strength is in the morning, "AM Drive" or AMD. Traditionally AMD is 6 to 10am (beware some stations hedge the time by starting at 5am). AMD is the most expensive of "placed" advertising because the audience is larger.
The next level of radio listening is the drive home "Afternoon Drive" or PMD. 3 to 7p.
Then comes "Midday Listening", DAY, 10a-3p. "Evening Listening" is EVE, and covers 7p to
midnight.
"Overnight", the smallest audience, OVN,is midnight to 6am.
For the best radio coverage, you should have some commercials in all dayparts and a "Run of Schedule" frequency. ROS is the term meaning a few in each daypart. The frequency is the total number of commercials in any week.
For most advertisers, 24 commercials (24x), ROS, a week is sufficient. However, if you are pushing a high traffic sale or a big grand opening, you can push the limit with one commercial every hour (Saturation).
A donut is a commercial with the same beginning and end and a "hole" in the middle for changing copy. Using a donut can give you brand awareness by keeping the same theme, while changing the message.
Another article from BIG Mike - Small Business Advertising and Marketing Expert
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How about a whole book about the Elevator Speech? BIG Mike has it. This book takes you through the steps so you can be ready when someone asks "What Do You Do?"
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Understanding Radio-Speak
Stop Gimmies and Freebees forever!!!
It is really hard to say "NO" to the son or daughter of a good customer pitching a yearbook ad or asking for sponsorship of a little league team. Saying "NO" may tick off a good customer, and you csan't get buy buying the cheapest offered. There is a way to save thousands. Get all the amo you need to shut em down with this BIG Mike Special Report - How to Say NO to Little Jimmie!
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It is really hard to say "NO" to the son or daughter of a good customer pitching a yearbook ad or asking for sponsorship of a little league team. Saying "NO" may tick off a good customer, and you csan't get buy buying the cheapest offered. There is a way to save thousands. Get all the amo you need to shut em down with this BIG Mike Special Report - How to Say NO to Little Jimmie!
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Big Ideas Group - Post Office Box 598 - Dugger Indiana 47848
Big Ideas Group - Post Office Box 598 - Dugger Indiana 47848
Big Mike McDaniel is a 40+ year veteran of the advertising business. He is available to help your business with an on-going relationship, or with one time projects or problem solving.
Call for a free 20-minute consultation. 800-852-8628
Call for a free 20-minute consultation. 800-852-8628
The majority of radio commercials are thirty seconds long (30s). If you can't say your message in thirty seconds, change the message. Always use 30s.
DJ's are rare at radio stations anymore. But you can buy a personality. Beware that the personality's personality might reflect on your business. Many people will NOT buy commercials in Rush Limbaugh (well-known outspoken conservative) for fear or alienating
democrats. There are some morning talk show hosts that have cost their stations huge FCC indecency fines. Not the best place for your commercial.
Pick your dayparts carefully, or buy an ROS package, always use 30s and consider the donut.
Always plan ahead and make your radio message the same as your newspaper and billboard. Don't buy a tricked up radio ad presented on a boom box by the radio sales guru (Account Executive) unless it tries directly with your other advertising.
DJ's are rare at radio stations anymore. But you can buy a personality. Beware that the personality's personality might reflect on your business. Many people will NOT buy commercials in Rush Limbaugh (well-known outspoken conservative) for fear or alienating
democrats. There are some morning talk show hosts that have cost their stations huge FCC indecency fines. Not the best place for your commercial.
Pick your dayparts carefully, or buy an ROS package, always use 30s and consider the donut.
Always plan ahead and make your radio message the same as your newspaper and billboard. Don't buy a tricked up radio ad presented on a boom box by the radio sales guru (Account Executive) unless it tries directly with your other advertising.
Media Words
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You can't call the plays if you don't know the lingo. Get hundreds of terms used by radio. newspaper, tv & advertising people. It's a whole new language and only $4.97
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