By Elizabeth Brody
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Additional resources for Effective Radio Advertising
National Spot Radio National spot radio is customarily placed through national station representative firms such as The Interep Radio Store, Katz Radio Group, or CBS Radio Representatives which represent the interests of radio stations to advertising agencies and national advertisers for national advertising time placement. In essence, each national radio rep firm acts as sales agent or broker between the agency and radio station in the buying and selling of national advertising time. The definition of a spot purchase versus a local market buy can get confusing when the local offices of a national ad agency place ads directly with stations in their home cities for a national advertiser rather than buy through national radio rep firms.
The mental images that are created by a radio audience are not encumbered or restricted by the visual limitations of television. Radio has the ability to stimulate "great visual enhancement'' and allow listeners to use their imagination to form Page 24 their own mental images. 9 Therefore, the thoughts and ideas generated are consistent with the listeners' personal views of life and the way they perceive their environment. 10 There are a number of ways in which a talented copywriter can stimulate mental imagery among audience members.
The creative copy used "soft-sell" humor with a touch of "clever, Page 31 sexually charged repartee" to convey the Molson name. Radio was the primary message carrier. Media Imperatives: Research indicated that this target was a heavy user of radio. In fact, on the average, this target segment spent more time listening to radio than any other medium. 6% of the target would not be reached (Figure 2-5). Furthermore, if either magazines or Image not available. Figure 2-5 Media Imperatives for Molson Golden Ale Users From Simmons Marketing Research Bureau, 1990.
Effective Radio Advertising by Elizabeth Brody