3:57 PM EDT, March 11, 2013
WASK Radio Group does not discriminate in the sale of advertising time, and will not accept advertising which is placed with the intent to discriminate on the basis of race or ethnicity. Any provision in any order or agreement for advertising that purports to discriminate, or has the effect of discriminating, on the basis of race or ethnicity, is hereby declared null and void.
How Advertising Works
"It's like television...except you don't have to look at it!" Charles Osgood said it best. "If television had been invented first and then radio had come along, people would think, 'What a wonderful thing this radio is! It's like television except you don't have to look at it!"' Radio is the ultimate personal medium, a communication between a radio station and a single listener. Radio advertising offers you the opportunity to deliver a simple yet powerful message to individuals, one on one, in the comfort of their homes, their cars, and their workplaces...into their lives. You're not buying a commercial; you're buying intimate access to the listener.
How to Buy Radio:
The great Prussian war philosopher Karl von Klausewitz wrote in 1832 to keep the forces concentrated in an overpowering mass. This principle of concentration is a good guide to buying radio effectively. Repetition establishes retention in the mind of the listener. In Greater Lafayette, buy one or two primary stations, and as many others as you can afford, without spreading your "forces" too thin. If you can afford to buy 60 commercials to promote a sales event, concentrate 30 commercials on two stations...over three days and be an important, dominant presence in the marketplace. You can also build frequency with consistency over a period of time, by buying sponsorships for 13, 26, or 52 weeks.
How to Create a Radio Message:
First and foremost, you can be as involved in the process as you desire. Your first decision must be whether your ad will promote image or ask for a specific response. As the message is being written, it must stay focused and in tune with your marketing strategy. The creative team at The WASK Radio Group will develop a message based on your response to this simple question: "Why should people do business with you?" Once a script is approved, the production staff will create the final product (at no additional cost) for introduction to our listeners. You may wish to add your own voice to the commercial as a personal signature to the message.
Why Ads Fail:
A fairly high percentage of all advertising everywhere produce less than satisfying results. If your view of advertising in general is somewhat suspect, you are not alone. An effective advertising campaign must be clearly thought out, masterfully created and fully implemented! There are 12 very common mistakes that are made by advertisers that lead to advertising failure, but can be avoided. At The WASK Radio Group we help you avoid the mistakes that others have made!!!
Why Advertisers Invest in Radio:
If you were to set out to create the world's most powerful advertising medium, there are a few components you would want to include....
Universal Acceptance - everybody would have at least one.
Portability - people could take it with them wherever they go.
High Usage - people would spend more time with it than other media.
Intrusive - the ability to deliver an advertising message even when the user isn't holding it or looking at it.
Targetability - an advertiser could easily reach specific market segments and eliminate waste.
Efficiency - inexpensive both to produce a message and deliver it over and over for maximum effectiveness.
Radio has all these components and more!
How to Begin the Process:
Call The WASK Radio Group and schedule an appointment with a member of our sales staff. Share with us why people should do business with you, and we will share with you our strategy for developing a custom-designed marketing campaign to make that goal a reality. The WASK Radio Group has a team of radio professionals who will work hard for you!!!
Call 765-447-2186 and ask for:
Sales Manager, Scott Lindahl for WASK, WKOA or ESPN1450AM Advertising or
Sales Manager, Melissa Johnson for WKHY or WXXB Advertising.
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