Radio Advertising—Guidelines

Radio is one of the best ways to reach people in your selling area. It's generally less expensive and more flexible than television. Often, radio gives you better control over air time and the audience you're trying to reach.

In addition to advertising guidelines, this section has customizable radio ads to promote your products to your market. The ads are available to you in three ways.
1. Ad Scripts: Print scripts from this Web site or Download them to your computer.
2. Recorded Spots: PC users will be able to click and play the spots as they will be heard by customers. In order for Mac users to hear the radio spots, they will need QuickTime software. For more information, see the QuickTime section of this introduction.
3. Tapes: Order radio quality tapes with the order form available in this section.

Order Forms
The Radio/TV order form in this section allows you to order radio spots. To submit an order form, print the form from this Web site (go to the File menu and select Print). Complete the form, then fax or mail it to your distributor.

Ad campaign and special promotion pre-recorded tapes are available. Radio tapes are available only to distributors through the International Comfort Products Literature Coordinator. For convenience, a distributor may specify dealers, radio or TV stations as "SHIP TO" locations.

Any changes to Ad Planner radio commercials must have prior written approval from your distributor, who also has information on co-op reimbursement.

Rates
Check local station rates carefully. Watch out for "run of station" schedules at low, low rates-they cost less but also give you less coverage at peak listening times. Don't forget to ask about the types of audiences who listen to a particular station. Balance the cost against the chance of being heard by more valid prospects.

Format
The radio spots have been written so you can insert your name in the ad. They also have space for you to repeat your name and phone number at the end. Your local radio station can help you produce them.

The radio scripts provided are intended for production by your local radio announcer or selected personality.

QuickTime
With QuickTime 4 or later, you'll be able to hear the radio spots available on this site.

Windows 95/98 users:

To see if you have the required version of QuickTime, a system extension that processes audio, check the Program Files Folder on your PC. If you do not, you can install it from the link at this site.

To install QuickTime for Windows, click the QuickTime button in the Cooling or Heating Season sections. This links to the Apple site where you can complete the form and choose your operating system. Then click Download QuickTime.

IMPORTANT NOTE: If you do have an older version of QuickTime, you will first need to uninstall older versions/components of QuickTime that may be on your computer.

To uninstall the software:
1. Select the Start menu.
2. Select Settings.
3. Select Control Panel.
4. Select Add/Remove Programs.
5. Select QuickTime.
6. Click Add/Remove, then click Yes.

Once this is done, you can Download QuickTime 4.

Macintosh users:

To see if you have the required version of QuickTime, a system extension that processes audio, check the Extensions Folder on your Mac.

To install QuickTime, click the QuickTime button in the Cooling or Heating Season sections. This links to the Apple site where you can complete the form and choose your operating system. Then click Download QuickTime.