Sometimes radio advertisers are tempted to place all their advertising in the "most listened to" times of the day and the week. Their reasoning makes sense: "I'll get the most bang for the buck by running my ad when the most people are listening."

Their reasoning might be correct if we're thinking of one ad. But radio, like all advertising, depends on repetition to be effective. More accurately, advertising depends on a combination of "reach" - the number of people who hear your ad at least once-and "frequency"-the number of times, on average, the listener hears your ad.

A successful ad campaign-one that gets you big results-depends on the proper balance of reach and frequency. We at 1150 WCRK are specialists in creating an advertising schedule that delivers you the optimum reach and the optimum frequency as quickly as possible.

To do that, ideally we should schedule your advertising in all times of day and all days of the week. There are some people who don't listen during those "most listened to" times of the day, or days of the week... but those people need to hear your ad, too!

For example, the most listened to time of the day, as you might imagine, is "morning drive"-6-10 a.m. Monday-Friday- when over 80% of the total radio audience tune in. The least listened-to time of the day is 7 p.m.-Midnight, but you may be surprised to learn that 60% of the total radio audience listens then! And since many of those night listeners are not morning listeners, if you restrict your schedule you lower your results. (Evening listeners tend to listen longer, too.)

Sometimes we hear the opinion that weekends are not good times to advertise, for two reasons: "Listenership is lower" and "I'm not open." The truth is that 75% of the total radio audience listens during the weekend; like 7 p.m.-Midnight, weekend listeners listen longer. And since your radio schedule is designed to build awareness of your business, your ads need not coincide with your hours of operation. (If they did, you'd miss some important days and times.)

Several studies show that the best way to reach the most number of people the most number of times is with what we call an "ROS" (Run of Station) schedule-6 a.m. to Midnight, seven days a week. (If you're interested in seeing the research, check with WCRK Sales Manager at the numbers listed below.) We can certainly design a special schedule for your special needs (like a sales event), but the most successful advertising, for most advertisers most of the time, is our "ROS" plan. It also happens to be the most cost effective way to advertise!

For more information, and to create the most results-orientated radio advertising schedule for your business, contact our Sales Manager at 1150 WCRK today.

FOR MORE INFORMATION ON SPECIAL PROGRAMMING, PROMOTIONS OR ADVERTISING IN GENERAL, CONTACT CHERYL FEHL AT 423-586-9101 OR  EMAIL HER CHERYL@WCRK.COM