and enough people manning the phones to accommodate the flood of calls right after you go on air. It's no good having two lines and hoping they will keep ringing for three days. It happens fast!

Look at it from a financial perspective. How many sales will you need to generate to cover your investment?

Hints and Tips:

1. Your schedule is the key; only advertise when your target is watching.

2. Make sure people know how to get what you're selling.

3- Use the company's name several times and the phone number at least twice for a minimum of five seconds.

4. Make an offer that people have to respond to.

5. Test and measure your schedule on different channels. Rating: 4/5, but only if the product has mass appeal

Radio Advertising

A cheap medium that's best for products with immediacy. Also good as support for TV. Bear in mind that people don't usually actively listen to the radio. It's a background medium, so your ad must really leap out and speak to them. Best for products and services where people can take advantage of an advertised offer within the next 24 hours. It's the last advertising medium heard before shopping.

Radio is also great to promote or remind people of an already well-promoted event. Use it to ask for a direct response, and get people to call in now.

Hints and Tips:

1. The time of day, or simply put, your schedule, is the key to your success. Breakfast and drive time are the most listened to programs, so pay the extra.

2. Make sure your ad sells. 59