Advertising on Smooth Jazz Radio, response rate for high-end furniture?

Question

I am planning to start radio ad on the smooth jazz radio station, i am in Naples, FL where is very high-end place; I am seling high-end oriental furniture and arts.

I like to find out what are the audience who listen smooth jazz and the average response rate.

Also, how long it average takes to have response?

Or any inputs will be greatly appreciated.

Thanks,

Answer 1

The radio station should be able to give you the A.B.C values for their listenership, You would be interested in the A ratings mainly perhaps some B too.

Response rate is almost impossible to product - if you are selling a solid mahogany table and chairs for $1000 you will be swamped if the quality is right - if you sell for $55,000 you will have a poor response.

As for how long to get responses - again this depends on you pitching the price right amongst other things (discussed in a moment). If the price is too low, people will doubt the quality of your goods. If the price is far too high, people will question the value. Assuming you get this about right then.....

You will need to establish a presence on the air. An advert once in a blue moon is NOT going to work, people often hear an advert 5 or more times before it starts to "sink in". If they only hear you once or twice (and remember they may only listen for an hour or so per day) then they are unlikely to call you.

I would guess that the station will have already explained the importance of getting the ad-frequency right - especially to begin with. Once you have established your presence, you can afford to advertise less often.

You will notice this with new brands launches on TV especially. Out comes a new product from XYZ Ltd and you see the advert several times a day for a week - and then once everyone has seen them a few times - they start running them perhaps just a few times a week to "jog people's memory".

Answer 2

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