Document EqBVGNOvXv6emeO5rzg0VG1R

RADIO 1984: PUT IT TO WORK FOR YOU! Radio is easy to use and effective in reaching a wide variety of potential cus tomers. It is the only medium which can reach people at home, at work, in their car or any place they happen to be at any time of the day or night. In fact, 95% of all Americans listen to the radio some time during the week. This makes radio an im portant medium to consider in planning your local advertising. Radio combines the cost effectiveness of newspaper with the ability to grab the au dience's attention like television. This gives you a lot of flexibility in your advertising to promote your store, your services or price/ product specials. What's more, the already produced NAPA radio commercials which are available allow you to advertise in the ways which will best increase your sales. Radio is easy to use. Obviously, not everyone listens to the same radio station nor do they have the radio turned on at the same time of the day. As an advertiser, you are most concerned with how many of your potential customers listen to what stations and at what time of the day. By spending a little bit of time look ing over the following information, you will have many of the facts you need. In selecting how you will use radio, the first people to talk with are the sales repre sentatives from radio stations which serve your trading area. They are very willing to tell you who listens to which station and how you can plan your advertising. It is important that you also ask your em ployees, friends and customers what they think of the radio stations you could adver tise on. This will give you a good cross sec tion of opinion and a better idea of which stations are best to reach your potential customers. Always plan your advertising to reach your customers rather than selecting your favorite radio station. There are certain characteristics of types of radio stations and the different times of the day which you should keep in mind. Apply these guidelines to your local sta tions to understand why each station at tracts a certain kind of audience. Station Format Primary Audiences Adult Contemporary Men and Women: or Popular age 25-49 years Country More men: age 25-45 years Soft Rock Men and Women: age 25-34 years Rock More men: age 18-34 years News or Talk Men: age 25-54 years The stations you select will depend on how strong the different types of formats are in your area. In general, you are trying to reach as many men age 18-49 years as possible. These are the people most likely to buy auto parts and need service work done on their cars. Therefore, they are most interested in your commercials. The other important decision in planning your radio advertising is when during the day you will buy. Radio stations divide their. programs into dayparts, which are three, four or five hour segments which offer a certain type of program. Therefore, the au dience is similar within these blocks. When you buy spots in a daypart, your commer cial can run anytime within that period. The daypart definitions generally used are as follows: Daypart Time Period Drive Time 6am-10am Morning News or Weather 6am-10am Mid-Day 10am-3pm Drive Time 3pm-7pm Evening 7pm-12 midnight Sports Varies Talk Shows Varies You need to talk with your sales repre sentatives to find out which daypart(s) will be most effective for you. Radio at its best. Once you have selected the right radio stations, it is important you use an effec tive commercial. Radio spots are best when they grab the listeners attention and get them interested in your message. This is where the sound and audience reach of radio will pay off for you. First, you must remember that people do not listen to the radio to hear commercials. Therefore, each spot you run must have a distinctive sound and use words which spark the attention of pofential customers. The first few seconds of your commercial are the key to grabbing the customer's at tention. The second most important thing to look for in your commercials is how clearly your message comes across to listeners. In just thirty or sixty seconds, you must tell them who you are, what you have to offer and where you are located. You must use this time carefully and say only what needs to be said. NAPA radio tapes. Your 1984 radio tapes are designed to give you professionally produced commer cials with the flexibility to suit your local needs. The new "Make It NAPA BRAND New!" jingle gives all of your commercials an attention-getting sound and establish es them as NAPA commercials. This brings to your customer's mind the quality, coverage and service of NAPA, and makes it easier for your message to make an im pression and be remembered. This year's commercials have been di vided into five series. Each series is similar in its approach, message and the type of customer they are geared to reach. Each spot works with the others in the series to tell the complete NAPA story to your cus tomers in all five markets. An important part of each commercial is the space allowed for your use. This is your opportunity to let people know your store name and location. In some of the spots, it would be natural to include information on your store such as your machine shop or the price/product specials you are run ning. In others, you can tie in your good dealer customers by listing where to go for quality NAPA products and professional service. 1984 NAPA Radio Brochure. Because radio is a very important part of many NAPA Jobbers' local advertising plans, for 1984 NAPA has produced over 80 commercials which can be used to pro mote Car Care Days, NAPA quality pro ducts and service or maintenance tips for car owners. With so many different commercials, however, sometimes it's difficult to remem ber everything that's available to you. For this reason, NAPA has prepared a new bro chure entitled, "Radio 1984: Put it to work for you." This brochure has been dis tributed to all NAPA Jobbers on the Na- 20