In audio advertising it is important to know what you are buying
As an entrepreneur who is trying to promote his business through radio advertising or for that matter any such method, you must know what you are buying. There are three most important aspects to take into account. These are the reach, frequency and also an element cost CPP or cost-per-point.
Reach refers to the audience that you are able to catch up or to whom you can pass on your message by media advertising method you have adopted. If you can reach one hundred thousand people who are listening to the program and you have taken a time slot during the program for floating your ad, then it is your reach for the particular advertisement. In calculating this you will also take into account the average number of times such listener will listen to your ads.
Frequency on the other hand would be the average number of time the listeners listen to an audio program of viewers view say banner advertising online. If they are listening to the program thrice a day, the frequency would be three hundred thousand approximately.
Cost per point determines the cost effectiveness of the ad and it requires a good media planning. You can compare and find out which radio station is providing you with the best time slot at the cheapest rate so that you could opt for it to float on air your radio advertisements.