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Spot Radio Target Audience

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Radio

The average American listens to two hours of the radio each day. Radio stations are able to provide information to local audiences within their broadcast area; this allows spot radio to reach a specific target audience. Since Helms College is a smaller carreer college with locations in two different areas, the Central Savannah River Area and Middle Georgia, spot radio would be an exceptional local medium to advertise Helms College. Considering Helms College’s goal is to increase enrollment rates, radio would help to increase awareness by targeting people in the surrounding Macon and Augusta areas. We recommend that Helms College advertises on The Creek 102.9 Classic Hits in Middle Georgia and Kicks 99 Country in the Central Savannah …show more content…

The advertising spots are priced at $50 for 15 seconds and $65 for 30 seconds; the ads should run during the morning and evening drive times Monday through Friday to reach an audience of approximately 40 thousand listeners. It is vital to reach this demographic by way of radio advertisements due to the fact that these listeners align with Helms College’s target market. The advertisements should be set to a pulsing schedule, where they will be played consistently throughout the year but heightened during specified times, such as enrollment.
Placing radio ads allows for specific audience targeting, while also being cost efficient, flexible, and time efficient. Based on the radio prices previously listed, radio ads are the least expensive form of advertising compared to newspaper, TV, and magazines. Along with being the most affordable, it is also very flexible and has an expeditive turnaround, which allows for last minute script writing and rapid production. The many advantages of radio prove to be cost and time efficient while still being effective in providing information to prospective students and the general public regarding Helms …show more content…

The audience of newspaper readers would be adults 18 and over; with the wide age range of students at Helms College, the waste coverage would be minimized as opposed to other forms of media, like television advertising; which is also more costly. The use of local newspapers would also ensure we are only reaching our targeted audience due to the fact that the subscribers are within the area of the school. In addition, a favorable factor of newspaper advertising is that the reader can go through the ad at their own pace and it is available for their reference whenever they want. Newspapers also have a short lead time before printing, meaning that advertisements could be altered for new information before certain

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