Question
Topic: Advertising/PR
How Often Is Best-practice To Switch Your Radio Ad
We're a growing retail aesthetics company who has begun to invest heavily in radio within our various markets. In the past we have run the same creative for upwards of 90-days, but I'm looking to vastly increase the frequency of ad change out to avoid burn off and better engage the potential customer. Does anyone have a general rule of thumb for best practice that they've adopted within their own media planning? Cost of good is much higher than typical product promoted on radio, and we're typically heavy with special promotion/discount but leaning towards more of a value-proposition slant in future ads to help set the market and utilize the proof points gained through insights and research that clearly identify our brand as the leader in what we do.
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