How to reduce advertising costs

Advertising costs can be reduced through a knowledge of the pricing policies of the media. The principal factors that influence the pricing of commercial time on radio stations include: 1. ratings and such tune-out factors as the number of commercials per hour and the length of commercials, 2. avail...

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Bibliographic Details
Published in:Journal of small business management 1985-07, Vol.23 (3), p.66
Main Author: Seglund, Ragnor
Format: Article
Language:English
Subjects:
Advertising
Cost reduction
Costs
Pricing policies
Radio stations
Online Access:Get full text
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Summary:Advertising costs can be reduced through a knowledge of the pricing policies of the media. The principal factors that influence the pricing of commercial time on radio stations include: 1. ratings and such tune-out factors as the number of commercials per hour and the length of commercials, 2. available commercial time, 3. month of purchase, 4. length of commitment, 5. day of the week, and 6. commercial position. A company that wishes to obtain the desired radio commercial time at the least cost should follow these steps: 1. Plan commercial time purchases in advance. 2. Purchase lower demand time slots when appropriate. 3. Use the stations's ''total audience plan'' if possible. 4. Use concise messages that get the audience's attention. 5. Plan expenditures in advance. This concept of examining external as well as internal factors that influence costs can be applied to expense reduction for all purchases of services and products.
ISSN:0047-2778
1540-627X