Every industry has its own jargon. Radio is no

different. To communicate with the radio

salesperson and get what you want, you should know

and understand the radio terms.

Radio is divided into "dayparts" so you can pick

the time of day where you want your commercials.

Radio's big strength is in the morning, "AM Drive"

or AMD. Traditionally AMD is 6 to 10am (beware

some stations hedge the time by starting at 5am).

AMD is the most expensive of "placed" advertising

because the audience is larger.

The next level of radio listening is the drive

home "Afternoon Drive" or PMD. 3 to 7p.

Then comes "Midday Listening", DAY, 10a-3p.

"Evening Listening" is EVE, and covers 7p to

midnight.

"Overnight", the smallest audience, OVN,is

midnight to 6am.

For the best radio coverage, you should have some

commercials in all dayparts and a "Run Of

Schedule" frequency. ROS is the term meaning a few

in each daypart. The frequency is the total number

of commercials in any week.

For most advertisers, 24 commercials (24x), ROS, a

week is sufficient. However, if you are pushing a

high traffic sale or a big grand opening, you can

push the limit with one commercial every hour

(Saturation).

A donut is a commercial with the same beginning

and end and a "hole" in the middle for changing

copy. Using a donut can give you brand awareness

by keeping the same theme, while changing the

message.

The majority of radio commercials are thirty

seconds long (30s). If you can't say your message

in thirty seconds, change the message. Always use

30s.

DJ's are rare at radio stations anymore. But you

can buy a personality. Beware that the personality's

personality might reflect on your business. Many people

will NOT buy commercials in Rush Limbaugh (well-known

outspoken conservative) for fear or alienating

democrats. There are some morning talk show hosts that

have cost their stations huge FCC indecency fines. Not

the best place for your commercial.

Pick your dayparts carefully, or buy an ROS

package, always use 30s and consider the donut.

Always plan ahead and make your radio message

the same as your newspaper and billboard. Don't

buy a tricked up radio ad presented on a boom box

by the radio sales guru (Account Executive) unless

it tries directly with your other advertising.

For more about adverting, get my article "Should

you Advertise on TV? by sending a blank eMail to

MailTo:TVads@BigIdeasGroup.com