The Perfect Schedule:
Alright, you have now taken the time to evaluate your needs, focus on
your target customer, build your strategy and tactic, and write
compelling copy for your commercial. Now it's time to put it all to work
for your business. So how do you effectively schedule those commercials
to run on radio? The ONLY schedule you should ever run is called
an Optimum Effective Schedule,
commonly referred to as an OES schedule. If all other elements are followed closely, an
OES schedule is approximately 8x more likely to generate results!
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The History of OES
Optimum Effective Scheduling* was developed by Steve Marx, also the founder of CSS (Center for Sales Strategy) in Tampa, Florida. The research that led to the development of OES and the 3.29 constant
(next page) was conducted by Katz Radio and Katz Television rep firms in the early 1980's, and was also based on even earlier research from the late 1960's. Since that time, this theory has been re-tested in a study conducted by WYAY (Atlanta, Ga) and finally, in 1990 the NAB (National Association of Broadcasters) commissioned Coleman Research to conduct a nationwide study (the largest and most comprehensive study to
date) to further validate this theory.
One of the best things you could do for the marketing success of your business is read this book:
"Radio Advertising's Missing Ingredient…the Optimum Effective Scheduling System" (Steve Marx & Pierre Bouvard). This book outlines in detail the theory behind OES and why it really should be the only way radio is bought.
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