Do I need a radio consultant? DanGranger.com

DanGranger.com

If you need an Order-Taker instead of a Consultant, then I am not the guy for you. But
if you are unsure whether or not you need a Consultant, please take a few minutes to
take and complete the quiz below. The results should give you a clearer picture of how
much help you do or do not need. Take a moment to answer the questions below,
e-mail them to me and I’ll be happy to reply promptly with your score.

1. What is the minimum weekly frequency you need to successfully reach your target radio audience?
a) 2.7
b) 3.0
c) 3.3
d) 4.0

2. How many successful radio campaigns have you run in the past?
a) 0
b) 1
c) 2 or more

3. How many successful radio commercials have you written in the past?
a) 0
b) 1
c) 2 or more

4. Have you ever written down the specific method you will use in order to measure your advertising success?
a) Yes
b) No

5. How many times do you need to say your company name in a radio commercial in order to make it successful?
a) 2
b) 3
c) 4
d) It depends

6. How many times do you need to say your phone number in a radio commercial for people to call?
a) 2
b) 3
c) 4
d) It depends

7. What percentage of your marketing success should you attribute to your advertising?
a) 10%
b) 20%
c) 50%
d) 100%

8. T or F: When a radio campaign fails, it is usually a result of reaching the wrong people:
a) True
b) False

9. What is the right length for a radio commercial?
a) 15 seconds
b) 30 seconds
c) 60 seconds
d) It depends

10. Does your current advertising say anything about your company that no other companies can claim for itself?
a) Yes
b) No

11. How long should you wait to judge if a radio campaign is working?
a) 1 day
b) 2 weeks
c) 13 weeks
d) 52 weeks

12. What is a better value for your dollar when buying radio?
a) Reaching 600,000 listeners with a 2.4 frequency
b) Reaching 300,000 listeners with a 3.1 frequency

13. What is more important in your radio commercial?
a) Having a memorable jingle
b) Substantiating your claims

14. When is it better to use print than radio?
a) For instant gratification
b) “For getting your name out there”
c) It is never better to use print

15. T or F: Your radio advertising will be more effective if you advertise a sale:
a) True
b) False

16. Which is usually the most effective way to present a radio-advertising message?
a) A message read by trained voice talent
b) A message read by the business owner

17. Which strategy is more effective in radio advertising?
a) Targeting people in the market for your product or service today
b) Reaching a group of people consistently over time

18. How long should your first radio-advertising schedule run to be most effective?
a) 1 day
b) 2 weeks
c) 13 weeks
d) 52 weeks

19. Do you have a system in place to track ad results?
a) Yes
b) No

20. T or F: A new advertiser should have a Media Mix and run his or her ads in more than one station or medium:
a) True
b) False