Research into radio advertising

I have found that knowing the target audience is very important because you want the advertisement to be played at a time when your targets are most likely to be listening. Therefore, because I am going to produce an advertisement on a new local newspaper I will want it to be advertised on local radio stations as I will then reach my target market.
I would also need to make sure that it would be played at a suitable time; I would most likely want my advertisements to be played during the morning as people will hear it before work and on the way to work, also around 4-6pm as people will hear it on the way back from work etc. It also could be played during work hours but many companies don’t allow radio’s to be played during work hours; therefore the other times would be the most effective.
I need to produce an appropriate script for my advertisement making sure that I insert the name of the paper a decent amount of times without being overwhelming. I also need to make sure it fits the purpose i.e. it’s not over the top or too subtle. I need to keep it simple but still get the point across in an effective and suitable way.
Also, I need to make it a suitable length; I have found that adverts are usually 15, 30 or 60 seconds in length. I would probably use a 15 second advertisement as this would be more than enough time to introduce the features of my newspaper. I have also found that it is good to use a stop watch and read it aloud in a realistic pace to see how well it fits into the time allowed.
Another piece of advice I have found is that I should write the script and then leave it for a while so that I will go back to it with “fresh eyes” and be able to edit it accordingly. This is just to make sure that I end up with the most effective script for my newspaper and therefore have the biggest potential.
Finally I should present my advertisement to some members of my target audience and get feedback to see if they think the advertisement works and also gain other feedback so that I can adjust parts of it that may need to be improved.