As a general guideline, an image building campaign should concentrate on reach. Research shows that consumers are not significantly affected by advertising on radio until they have been exposed to the message at least four times. An advertising campaign should, therefore, have enough transmissions to achieve an average of four or more impressions per listener. A software planning system, using the most recent audience research data provides full evaluation for clients. In the UK all output on independent radio, with the exception of news, may be sponsored.
Sponsorship is the financial or material support of a programme or feature.
In return the sponsor is credited before, during or after the feature. Sponsorship complements rather than replaces paid for advertising. Promotions are competitions or activities funded by a client whose participation is credited on air. Sponsorship and promotions both provide a valuable complementary way of communicating with customers and enhance a client's other marketing activities. The station shares a production area with its sister station downtown radio.