Radio - America's #1 reach medium
4 principles of effective advertising:
It’s more important to be a relevant advertiser to few people, than an irrelevant advertiser to everyone. Focus your efforts. “Everyone” does not need or want your product.
Does your message connect with consumers? Focus your message on them, not you. Always answer WHY – why would a consumer buy your product?
It’s imperative you choose a media that delivers affordable message frequency. Repetition is how we learn.
Reach is the total number of potential customers available in each media choice. The goal is to find the media that can reach the largest number of your potential customers.