| How Radio Works |
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| The center circle represents the universe of people who are considering your product or service today. They can be reached with all media. They will read your print ad or see you in the Yellow Pages because the are actively seeking your services. |
| This circle represents the universe of people who don't know it yet, but they will be in the market for your product or service six months from now. They won't read your print ad or see you in the Yellow Pages because they are not actively seeking your services, but they will hear your radio commercial because hearing is not selective. |
| These people will be in the market for your product or service next year. They are presold on your business because they hear your radio ads for a full year before they are in the market. |
| Sometime in the future these people will be in the market for your product or service. They hear your radio ads over and over as time goes on. When they come into the market the don't look for a provider in the Yellow Pages, they look for you in the Yellow Pages. |
| These people will never by in the market for your product or service but they still hear your radio ads. When their neighbor or brother-in-law starts talking about needing your product category they recommend "that guy on the radio". |
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