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...will keep us from getting hit by a truck and dying prematurely. Nor can we gua...

...ered Mamma's groceries by bike or truck. Delaune's brought us prescriptions. ...

... PR person might get run over by a truck someday or decide to take off for Tah...

...rash being dumped into the garbage truck? Perhaps you feel such surroundings a...

... 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 versus ... presence, the agency doesn't have to be on all the time. A well-known technique is called "flighting": advertising four or five days a week, five times a day, for three weeks, then dropping the ads for a week or two. This is a short enough absence so that people think they're still hearing the ads. Then the ads are run again. The agency may stop advertising in July and August if targeting business buyers. December is usually a lost cause because shoppers have visions of sweaters and jewelry in their heads, not insurance. GIVE IT TIME Give the campaign at least six months to produce results. Horst maintains that if people are talking about the commercials, you're getting something valuable-name-recognition. The specific results of radio advertising are devilishly hard to track. For ...