Stop buying rotators for radio and TV.  Unless you are large company that buys enough of them (meaning, a LOT), you won’t get far relying on the ad that can appear anywhere from 6am-2am.  Why?  Because you are never appearing in front of the same listener or viewer often enough.  This means you won’t get the frequency needed to be remembered by them, either. 

Unless you can negotiate for a small daypart that the rotator falls within, don’t sink your money into it.  Instead, find specific programs that you can always be associated with.  Yes, the sales rep is tempting with the lower rate associated with the rotator.  But unless you can buy so many that you can always appear in all the various dayparts often enough to maintain a high frequency, it’s a waste.

Don’t worry, we will help you out.  It’s what we do!