Certain large firms grant co-op ad credits for businesses that buy supplies from them. These credits can be saved and used for the ads. In such deals you may be required to pay for the full cost of the ad first, then the big partner will later reimburse its share. Get creative in radio plugs Radio's scope is vast, considering that more Filipinos own radios than TV sets. Its cheap price makes the device a main vehicle for reaching the masa market.
Pop music gives advertisers a wide opening to the huge youth market.
Radio ad rates are relatively low, but there are some ways to get free advertising. Take for example the creative move of this Chicago-based ice dessert outfit, Mama Tish's Gourmet Sorbetto. One July afternoon was very hot, so the company gave out free sorbetto samples to the station DJs. The disk jockeys loved the Italian desserts and raved about them on the air-free advertising. This was a case of creativity in a flash of great timing.