Two frequency scenarios:

1) Two ads per day, three weeks per month, for three months
2) One ad per day, two weeks per month, for nine months

Both these scenarios have the same number of ads, but not the same frequency or effectiveness. It may appear that the two scenarios would have the same frequency, but frequency is calculated per week - and in the above two scenarios a different number of ads would be running per week. The second scenario calls for only one ad per day, almost no frequency, especially since the ads will likely run randomly - morning, afternoon and evening. You could ask for specific or "fixed" times for those ads, so they would continually hit the same audience, but this could cost you double.

Because of the low frequency, the second scenario is going to be a waste of your money unless you tie in to a sponsorship of some kind that will add value to the ad placement. Sponsorships automatically provide "fixed" times that will concentrate your efforts without the extra cost. Sponsorships for weather, news or sports can typically be purchased up to seven days a week. Traffic reports, Monday through Friday, can also be an option depending on the size of your city. People listen more attentively to these features, which means you tend to get a more focused listener who is in turn more likely to listen to what your ad has to say.

If you do choose to include a “sponsorship” in your radio advertising campaign, here are some of the benefits you would typically gain –

• Acknowledgement as the sponsor of the weather, news, or sports immediately before the report. ("This weather update is being brought to you by the XYZ Car Wash.")
• Acknowledgement immediately following the report. ("This weather update has been brought to you by the XYZ Car Wash.")
• A 10- or 15-second live commercial adjacent to the report.
• A 30- or 60-second commercial that will play within the same part of the day as the report you sponsored.