For example, radio advertising works very well on South Carolina's Hilton Head Island. Here's why: the radio signal reaches the entire island and a little beyond - the same geographic area that most of the contractors on the island work. Most of the radio stations on the island are aimed at the younger people who commute to the island for work but don't live there. However, there is one radio station that caters to people on the island who are 50 years old or older.
Think about it: these are the people with discretionary income and large houses - the people who are your target audience. We tested this theory and found that radio advertising on this station worked well. We tracked the telephone calls and sales from that radio station's listeners. The contractor initially said that he wouldn't advertise on the station because he didn't listen to it. My reply was that I didn't care whether he listened to it; his customer base and potential customer base did. So we sponsored the stock market report every Thursday morning for one year.