If you talk to any media buyer they'll tell you that all you have to do is be present in the market. They’ll say that the percentage of media presence in the market will be roughly equivalent to your share of your target market. While I can't dispute the importance of getting your message out there and playing it frequently, one thing media buyers tend to overlook is the importance of the message itself. There's no point to spending all you hard-earned money on buying the best ad schedule if your message is slipping into the background, as most tend to do. The great thing about radio advertising is that it's not as expensive as you might think. It's actually the most cost effective advertising medium there is, even beating out newspapers. So when you’re planning a budget for advertising you should always try to invest a portion into getting something noticeable produced. The production of a commercial will make or break your ad campaign!