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...nd of trash being dumped into the garbage truck? Perhaps you feel such surroun...

... type of station with time of day. For instance, to reach a business audience, you'd probably want to advertise on a station that's heavy on financial news. To further hone in on that audience, concentrate on drive-time. Would your agency consider advertising on a heavy-metal rock station? The kind where the music is perhaps just a tad more appealing than the sound of trash being dumped into the garbage truck? Perhaps you feel such surroundings aren't dignified enough. But suppose that Non-Standard Auto insurance is a big market for the agency. In that case, you'd better advertise on a station that reaches young people-and a heavy-metal station might be a natural. In fact, at least one of Jacobs' clients takes just such an approach. What percentage of the ad budget should be allocated to radio ... television and print? There are no set answers. One of Jacobs' clients, a $100-million Cincinnati agency, puts almost all of its ad dollars into radio. This aggressive, sales-oriented agency believes the radio ads "warm up" prospects to producers who make cold calls. "That's one way to go-to put everything into one medium and do it almost year-round," Horst says. This agency drops its advertising only in December, when retail commercials dominate. Most agencies allocate a portion of their ad money to radio. "The key is for an agent to look at marketing objectives," Horst counsels. "Are the objectives broad-based, in the sense that the agent needs to build general name-awareness in the community? Or are they trying to be very specific about products?" ...