TV/Radio Advertising

Further , incase direct clients are involved in the national level of radio advertisement , they (direct clients ) need not worry about the frequency with which these people are reached . All these they worry not because the national radio has the capacity of reaching the entire nation more often provided it is within the time it is on air . It is important to note at this point in time that , just like the radio advertising process takes place at the national level the same way regional and local radio advertising buys will take place . The

only difference is the fact that the regional and local sales representatives respectively are involved as opposed to the national sales representative and the rates of course are higher for the regional and local markets as compared to the national market because of the differences in the amount of buys in which case national has large buys thus low rates whereas the regional and local markets represent less buys hence the higher rates . Because of these differences , the radio does not dedicate its entire advertisement inventory to one kind of market . There is need to spread a given percentage of advertisement inventory to each market national , regional and local relative to the rates . The largest percentage of the advertisement inventory goes to the market that has the highest rates for obvious reasons to make more profits (Sissors et al , 2002

Secondly , the national sales representative has the main role of drawing the contracts whereas the agencies draw up the RFPs . In this case , the agencies present the market and this explains why they have to draw the Requests for Proposals in that the radio , through the national sales representative shows interest and goes ahead to draw the contract that will be binding to all parties involved in...