Television and radio are the primary media for national spot advertising.
National spot advertising is when nationally-affiliated advertisers purchase advertising space in direct markets or spots rather than across the entire market. Sometimes, national advertisers do not have need to advertise in all areas. For instance, the advertiser may already have a monopoly on the market in certain market regions, therefore obviating the need to spend dollars on advertising. To attract national spot advertisers, it is important to "sell" your market to the advertiser.
Instructions
1. Gather research and statistics that show the market is desirable for advertisers. For instance, compile statistics from census reports and public records that show that a market or region has dramatically increased in population, suggesting that dollars spent in advertising will target a large audience. Gather statistics to show an increase in the number of working professionals or in the average household income to further show advertisers that there is a market for services or goods.
2. Examine major demographic changes or shifts and compile data. For instance, produce statistics that show an area has experienced a dramatic influx of young, single working professionals or an influx of senior citizens.
3. Produce data that shows the success of national spot advertising in the particular market for which you are selling ad space. For instance, report the increases in sales in the particular market that national advertisers enjoyed as a result of buying spots. Share successful cases with prospective advertisers to convince them their investment will prove lucrative.
4. Target national spot advertisers that promote goods or services for which there is a market in the region. For instance, if you want to attract national spot advertisers in a region in which there is a large population of senior citizens, target advertisers that sell goods or services exclusively or in large part to the elderly. These advertisers could include those selling medical equipment or financial services like life insurance or retirement savings plans.
