Chapter 9 Using Radio. Objectives_1. Understand The role of radio as a selective medium Radio’s strength as a secondary medium Radio’s ability to reach audiences at a low cost. Objectives_2. Understand Attempts to overcome radio’s lack of a visual dimension
Spot radio means buying radio time on local stations on a market-by-market basis by national advertisers.
Delineate the target market
Select particular stations based on
audience and cost efficiency
An MSA always includes a
city or cities whose population
is specified as that of the central
city together with the county
in which it is located.
Average quarter-hour ratings
Average quarter-hour share
Gross rating pointsRadio Audiences