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This information is important to advertisers because usage and consumption vary for different products. For example, radios morning drive time coincides with most peoples desire for a steaming, fresh cup of coffee, so its great time for advertising coffee brands. For the lowest rate , an advertiser orders spots on a run of station (ROS) basis, similar to the ROP in newspaper advertising .However, this leaves total control of the spot placement up to the station. So most stations offer a total audience plan (TAP) package rate, which guarantees a certain percentage of spots in the better day parts if the advertiser buys a total package of time.

Length of Spots

The radio commercials in the test reels consisted of several different spot lengths, ranging from 15 to 60 seconds. The longest commercial played on the radio is 120 seconds. Those however are rare. In theory, one could assume that the longer a spot, the better it will be remembered or at least, the more chance there it that it will be heard. Research on television commercials proved that this theory holds true for the medium television: a doubling or tripling in spot seconds results in duplication in recall.

The spots for advertisement can be for 10 sec, 20 sec, 30 sec and 60 sec. In General,

10 second spot should contain 25 words

20 second spot should contain 45 words

30 second spot should contain 65 words

60 second spot should contain 125 words

If you've never written a spot, 30 seconds sounds like an impossibly short time to get your message across. But take a stop watch and time some spots on the air; you'll see that quite a lot can be accomplished in a short time. In fact, you may find that 60s, unless very well written and well produced, sometimes seem a bit too long.

A 60 does allow you more variety in music, sound effects, and voice and can be useful for political message, the announcement of a new or little-understood service, or other sports with a information/education content.

30 is usually 70 to 80 words long, and a; 60 around 150 to 160 words. The cost of a: 30 is usually about 60% to 75%.

Some stations no longer charge a separate rate for: 30s and: 60s. Instead, they charge a unit rate. In other words, a: 30 costs the same as a: 60. Obviously, this is one case where you might want to use a: 60 to take advantage of the “free” air time. Check the rate cards of the stations you are interested in, or ask your sales rep.

Buying Radio Time

1. Station Rates

While buying procedures to achieve national coverage may be chaotic, this does not mean they are completely without structure. Although the actual buying may be time consuming and expensive if many stations are involved, the structure is actually quite straight forward. Advertising time can be purchased from networks, syndications, or local radio stations. Advertisers generally invest most heavily in local placement. About 80% of annual radio advertising is placed loca本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。