The station manager may sign a contract to begin your advertising on the first of March. The contract is signed on the first of January, but when March rolls around, he may have forgotten, been replaced, or even decided against running your program. You must have a firm committment from the station as to how often and at what hours they will run your advertisements. A lot of paper covering all the minute details can reinforce with the radio station manager the importance of this campaign, and convince him that your company is a good choice for this business arrangement. Several weeks before your ad campaign is to begin, call and check with the station manager to make sure everything is in order.
Radio is simply a means of advertising products and making money.
While the entertainment aspect of radio is important, the radio station is dedicated to making a profit. Be sure you have a product or service that lends itself well to selling via radio advertising. For instance, if you have a new book on how to find jobs when there seemingly aren't any jobs available, you want to talk to people who are desperately searching for employment. You have to appeal to them in words that not only make them pay attention to your commercial, but will cause them to feel that your offer will solve their problems. It's the timely presentation of an appropriate product to the right audience combined with the strength of the advertising message that will bring in responses and generate sales.